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2015 ASAP Summit Keynoter Dale Ketcham (Part 2): The New Space Industry Emerges—in Pursuit of Money, Not Just Glory

Posted By John W. DeWitt, Tuesday, March 3, 2015

In the new millennium, the space industry is evolving again—radically—into much more competitive and much more collaborative industry. Space Florida has joined forces with a growing cadre of billionaire space entrepreneurs—Elon Musk, Jeff Bezos, Richard Branson—who are fiercely competing not just for glory but for profits in space exploration. 

Of course, Lockheed Martin, Raytheon, Boeing, and other giant contractors have always competed for space contracts—“the competition was fierce, but predicable and boring. We knew what the fight would look like before it occurred. Now we’re in a much more entertaining time,” with entrepreneurs who reject the industry’s historic approaches because “they think they can do it better,” said Dale Ketcham, chief of strategic alliances for Space Florida, said to the visibly fascinated and audibly amused audience listening to his keynote March 3 at the 2015 ASAP Global Alliance Summit. And, he reiterated, this new generation of space entrepreneurs believe they can make money—on space tourism, for instance. 

“Hundreds of people will pay $250,000 to go to space for a few minutes—there’s that kind of discretionary wealth in the world,” he said. “They see the business opportunity; it’s not a vanity project. And these guys, when they compete, are not predictable.” While these new players may collaborate with Space Florida, with other state governments, and with other nations vying to build space ports, competition for advantage on the final frontier is fierce, even vicious. SpaceX (Musk’s company) and Blue Origin (funded by Amazon founder Bezos) have clashed over the use of former NASA launch pads at Cape Canaveral. Eventually, Bezos proposed sharing the pad. “Musk said yes, but I think we’ll see unicorns dancing in the light of rocket launch flames before we see them working together,” Ketcham said to the guffaws of several hundred alliance and partnering executives in attendance. 

Ketcham then underscored just how exciting—but still exceptionally challenging—it is to be a player in today’s new space industry. For one thing, failure abounds and people will continue die in space exploration. But imagine, he said, not just space tourism, but the trillions of dollars of platinum and every essential materials that potentially can be mined from the asteroid belt. And the poor and underserved of the world even benefit. OTB—which stands for the “Other Three Billion” people on the planet without the network connectivity we take for granted—is “putting space technology to work for our fellow human beings” by seeding constellations of hundreds of satellites to deliver Internet service to remote areas of India and elsewhere. And imagine vertical ascent/descent space planes that can carry wealthy passengers or critical cargo from New York to Singapore or from Sydney, Australia, to Topeka, Kansas USA in less than one hour. 

“Really, we are on the doorstep of a lot that we saw on ‘The Jetsons’ and ‘Star Trek,’ Ketcham said, referring to popular American TV programs that envision human life in space. Space is again becoming a pivotal issue in U.S. presidential campaigns, for instance, and as a state government entity Space Florida finds itself in the interesting position of advocating (with enthusiastic support of space entrepreneurs and conservative politicians) for limited government regulation of the industry. 

Collaboration makes a difference on the ground too. In collaboration Florida’s state and federal legislators, the state’s tourism agency, and Bank of America, Space Florida financed a $60 million facility to house the retired Atlantis space shuttle. “Bank of America can only get their money back through ticket sales,” he said, “not from the state of Florida”—a far cry from the blank checks and guaranteed cost-plus contracts of the old space industry. 

But the romance and adventure of space that captured children’s imagination in the 1960s still endures in a much more fiscally savvy, entrepreneurial, and collaborative space industry. “I’ve been very interested in space programs since 1961 because my father worked on all of them. Fast forward 50 years and we have many more space cowboys—and cowgirls—working in the private sector on the space program,” noted ASAP Chairman of Chapter Development Brian Handley, CA-AM, who invited Ketcham to speak after seeing him on CNN and who introduced Ketcham this morning to the rapt Summit crowd. 

“Our plan is to become a civilization out there in space,” Ketcham said as he described how the Alliance for Space Development now is bringing together 14 different organizations including Space Florida that are committed to “making space part of our national charter—ideally our human charter.” He concluded that he doesn’t exactly know how alliances will work in practice in the frontier environment of space. But he is quite certain, he said, that “the future of space depends on collaboration.” 

Tags:  2015 ASAP Global Alliance Summit  Boeing  collaborative  Dale Ketcham  Elon Musk  Jeff Bezos  Lockheed Martin  Raytheon  Richard Branson  Space Florida  space industry  SpaceX 

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2015 ASAP Summit Keynoter Dale Ketcham (Part 1): Private Sector Competition and Cross-Sector Collaboration Ignite the 21st Century Space Race

Posted By John W. DeWitt, Tuesday, March 3, 2015

Just before my ASAP Media colleague Michelle Duga and I landed in Orlando Sunday night to attend the March 2-5, 2015 ASAP Global Alliance Summit, our JetBlue pilot directed those of us seated on the left (east-facing) side of the plane to watch carefully—a rocket was about to take off from Cape Canaveral. Sure enough, within 30 seconds, what looked like a red-orange rose from the ground thousands of feet below, climbed in a fiery arc, and disappeared in the upper atmosphere. It was a nice harbinger of this morning’s keynote talk by Dale Ketcham—a second-generation veteran of the space industry that has sparked my imagination since I was a preschooler watching a small black-and-white screen as capsules orbited and astronauts bounded across the moon. 

Today’s space industry is very different—far more competitive and collaborative—than the government-led race into space that many of us grew up watching. That’s a very good evolution, according the feisty chief of strategic alliances for Space Florida, the tiny 30-person state agency that routinely tangles with giant and powerful players as it seeks to sustain and grow Florida’s historic role at the world’s foremost “port authority” for travel into space.

“Putting a man on the moon is the single greatest human accomplishment, at least in our world,” Ketcham explained. “But it created a template by which all future programs are judged—and that’s a terrible template.” Essentially, NASA got a blank check to defeat the Soviet Union in the space race—and it paid off, he said, but the effort was driven from the top down. That’s one reason it was so easy, once the public lost interest, for U.S. President Richard Nixon to kill the Apollo program in the 1970s, he added.

By the 1980s, the space shuttle program revived the space industry—and very importantly, when Canada began to contribute its technology for robotic space arms, it started a trend toward collaboration and away from a top-down, command-and-control industry. This collaborative trend has grown gradually but surely in the years since, first among governments, and then increasingly in the private sector. NASA prodded two of its giant private sector contractors—Lockheed Martin and Boeing—to work together on the shuttle. By 1996—in part, to ensure unemployed former Soviet scientists didn’t build rockets for rogue nations—NASA joined forces with former competitors in Russia for the international space station, now involving Japan, Brazil, and many European countries.

Necessity has been the driving force of this growing trend of space collaboration. Simply put, “we can’t do it without each other,” Ketcham said. Even today, despite the tremendous strain on U.S.-Russian relations, “the last part of our relationship that would break is in space,” he said. “We are going to be a space-faring species, so it’s important to know how to cooperate internationally.” 

Tags:  2015 ASAP Global Alliance Summit  Cape Canaveral  Dale Ketcham  Lockheed Martin  NASA  space industry 

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Top 10 Reasons Why YOU Should Attend the March 2-5, 2015 ASAP Global Alliance Summit in Orlando

Posted By John W. DeWitt, Tuesday, February 24, 2015

In a recent blog post I called the ASAP community “real-life university on the leading edge of business practice.” School is in session next week, when ASAP’s real-world scholars and practitioners converge on Orlando, Florida USA for the 2015 ASAP Global Alliance Summit. Here are my Top 10 reasons why you don’t want to miss this unparalleled learning and networking opportunity.


10. Multiparty Partnering. Multiparty and coopetition alliances, cross-sector partnering, ecosystem management, and other sorts of complex, multiplayer collaborative models come to the fore at this year’s summit. These aren’t just big concepts—we’re now in the thick of actually managing (with increasing sophistication) these highly complex and chaotic types of partnering models. Two keynotes and multiple summit sessions delve deeply into cutting-edge models and how they play out in practice.


9. See Familiar Faces. A remarkable core of partnering and alliance professionals serves as the volunteer backbone of ASAP. These folks serve on the board and lead ASAP chapters around the world. They present at virtual and face-to-face events. And they attend ASAP conferences year in and out. You folks know who you are—and I for one can’t wait to see your familiar faces again this year!


8. Meet Fresh Faces. It’s great to see old friends—and also to make new ones. About half the folks who attend ASAP conferences are newbies. It’s an amazing opportunity to make new connections—and to welcome them into the heart of ASAP’s partnering, alliance management, and business collaboration community.


7. Notable Keynoters. Conferences are not just about great keynoters—but a great keynote address really sets the tone for a great conference. This year, as ASAP recently announced , we have two “out of this world” keynote speakers. Dale Ketcham, chief of strategic alliances for Space Florida, and Dr. Mark Rosenberg, president and CEO of The Task for Global Health, both will speak on Tuesday, March 3, during the global summit’s morning plenary session.


6. Channel Accounts Go Collaborative. Recent ASAP webinars and Strategic Alliance Magazine articles have honed in on the rapid convergence of practice between alliance and channel sales management. This year’s summit features multiple sessions on strategic account and channel account management—including a special 90-minute workshop addressing collaboration in the channel.


5. Partnering , Sales, Revenues. Indeed, sales and revenue matter more than ever to alliance executives—and conversely, business development and sales are rapidly morphing into highly collaborative functions that require business skills long since honed by the alliance management profession. Multiple sessions will delve into sales—including a recently announced case study presentation by Mission Pharmacal President of Commercial Operations Terry Herring, who will talk about restructuring a family-owned pharma company into a partnering—and sales—powerhouse.


4. A Higher Bar for Strategy. As partnering becomes ever more essential to our businesses and organizations, partnerships must deliver the goods and much more consistently fulfill their strategic intent. The keynotes and many sessions will address strategic challenges and opportunities. There’s even an entire track focused on “Leadership for Change Agents.”


3. The Win-Win Awards. Paragons of partnering—those who take alliance management to new heights—are recognized each year as finalists for the ASAP Alliance Excellence Awards. This year, awards will be presented in the categories of Individual Alliance Excellence, Alliance for Corporate Social Responsibility, Innovative Best Alliance Practice, and Alliance Program Excellence. Check the ASAP Blog later this week for our forthcoming announcement of the 2015 finalists.


2. Foundational Fundamentals. The annual ASAP Summit has always been a great place for new and less experienced alliance executives to glean incredible amounts of knowledge in a short amount of time. Experienced executives also find it valuable to bone up on the fundamentals. This learning immediately translates into real-world impact as you apply what you’ve learned to your daily job. In addition to tracks and sessions focused on foundational alliance management skills, there are also several in-depth workshops,including CA-AM and CSAP certification exam preparation workshops, a Lilly introduction to alliance management course, and Xerox’s brand new workshop on onboarding your high-tech partnership. 


1. Forging Collaboration’s Future. Want to know what’s coming down the pike—next? There’s no better window on the future of partnering and business collaboration than the 2015 ASAP Global Alliance Summit. And being at the Summit doesn’t just show you what to expect—it puts you in the driver’s seat to lead your organization through change and disruption. So come to Orlando and forge the future of partnering—from fundamentals to advanced practices! There’s still time to register and attend—even if you only can make it for a day. Click here and visit the summit website and register today!


I look forward to seeing you there! 

Tags:  2015 ASAP Global Alliance Summit  ASAP Alliance Excellence Awards  Dale Ketcham  Dr. Mark Rosenberg  Eli Lilly and Company  Mission Pharmacal  Multiparty Partnering  Professional Development Workshops  Space Florida  Strategic Alliance Magazine  Terry Herring  The Task for Global Health  Xerox 

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Dale Ketcham of Space Florida and Dr. Mark Rosenberg of Task Force for Global Health to Keynote at ASAP Global Alliance Summit

Posted By John W. DeWitt, Monday, February 9, 2015

Two remarkable speakers are slated to keynote at the forthcoming 2015 ASAP Global Alliance Summit March 2-5 at the Hyatt Regency in Orlando, Fla. Dale Ketcham, chief of strategic alliances for Space Florida, and Dr. Mark Rosenberg, president and CEO of The Task for Global Health, both will speak on Tuesday, March 3, during the global summit’s morning plenary session. 


“ASAP is honored to introduce these two innovative and collaborative leaders who on a daily basis harness the power of partnering to achieve extraordinary things on behalf of humanity,” said Michael Leonetti, president and CEO of ASAP, in this week’s press release announcing the two keynoters. “Space Florida forges unique partnerships and is unleashing the power of entrepreneurial alliances to explore our ‘final frontier.’ Dr. Rosenberg’s organization collaborates to create the critical mass needed to tackle global-sized health issues—such as access to treatment for multidrug-resistant tuberculosis and improving road safety.” 


Ketcham will launch the plenary session as the 2015 Summit keynote speaker with “The New Space Industry: Partners for the Future,” Tuesday morning, March 3. His talk will explain how government funding constraints are changing the space industry and fostering cross-industry collaboration.  Space Florida, a government entity, is partnering to pioneer innovative projects, such as mining asteroids for their minerals, space vacations via private space shuttles, and technology to put constellations of baseball-sized nanosatellites into space.


Later Tuesday morning, March 3, Dr. Rosenberg will present the special conference keynote, “Fostering Real Collaboration: Lessons from Solving Global Health Problems,” following the 2015 ASAP Alliance Excellence Awards ceremony. The Task Force for Global Health, based in Decatur, Ga., has fostered successful collaborations addressing a range of global health issues. Rosenberg will draw on his co-authored work Real Collaboration: What Global Health Needs to Succeed (University of California Press, 2010) to outline a blueprint for successful collaborations that includes a “Partnership Pathway” developed based upon these experiences in global health collaboration. 

The annual ASAP Global Alliance Summit is the world’s largest gathering of alliance, partnering, and business collaboration professionals. For more information or to register for this year’s summit, visit

Click here to see the complete announcement on PRWeb newswire.

Tags:  2015 ASAP Global Alliance Summit  Dale Ketcham  Dr. Mark Rosenberg  Space Florida  The Task Force 

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"The Sky is Not the Limit" When Partnering to Grow the Space Industry, says ASAP Global Summit’s Opening Keynote Speaker

Posted By Cynthia Hanson, Wednesday, January 14, 2015

Some of the world’s most successful entrepreneurs and technical geniuses are turning their attention to the commercial space business. They believe that with the infusion of entrepreneurial capital, brainpower, and a good degree of partnering, the space industry can become a fundamental source of jobs and high-tech development. As a state government entity, Space Florida is eagerly trying to position Florida in this new space race. Dale Ketcham, chief of strategic alliances for Space Florida, is ASAP’s opening keynote speaker at the upcoming ASAP Global Alliance Summit, March 2-5, in Orlando, Florida. For Ketcham, “the sky is not the limit” as the traditional government-only space program transitions to a multi-faceted, cross-industry collaboration with avant-guard billionaires and space entrepreneurs, cutting-edge university R&D programs, an IT industry evolving at high speed, well-established corporations, US federal agencies, and global allies. He plans to provide a broad perspective on how partnerships and collaborations have evolved and morphed in the space industry, and what we can envision for the future.

What is the mandate of Space Florida as a government entity receiving state funding?

From the inception of the space age, government investment was the seed corn needed to start and grow the space industry, much as was the case in the early years of railroad and aviation development. But there has always been an understanding that a robust commercial sector would be needed for long-term sustainability. That perception is now becoming reality. Perhaps nothing highlights that perception moreso than the commercial payload launch market. For decades the United States had 100 percent of the market. But the launch sites were at NASA or Air Force locations. The Europeans saw an opportunity, created a purely commercial launch site in South America, and the US market share eventually evaporated. New American entrepreneurs are beginning to recapture that market, and the impetus for the creation of Space Florida in 2006 was to build the nation’s growing space industry market and capitalize on the half-a-billion in capital assets Florida already had invested in launch pads, labs, etc., from two decades of collaboration with government and industry.

How did you get involved in Space Florida? What is your history in the space program?

I grew up in Cocoa Beach starting in 1955. I learned to walk as a toddler on the beach. It was a frontier town in the early days of the space program, and I was surrounded by astronauts and engineers. There was a lot of money coming into the area to beat the Russians to the moon. I went on to attend the University of Florida. At the time I wasn’t aware of the implications, but President Nixon abruptly cancelled the Apollo space program, which crushed us economically down here. My dad was trying to avoid bankruptcy. Thousands of homes were abandoned. Ironically, when my older son left to attend the University of Florida, the shuttle program retired. So part of my mission in life has been to make sure that when my grandson or granddaughter goes on to the University of Florida, we are no longer dependent on government funding to provide jobs in Florida’s space industry. I spent 10 years working on the shuttle program for Rockwell, and then I was a district director for a local congressman while he served in Washington on the space subcommittee. I also worked for an engineering firm that was working on the shuttle and then became director of the space program at Enterprise Florida - a public-private entity that was previously the state Department of Commerce. I then was director of the Spaceport Research and Technology Institute at the University of Central Florida. I joined Space Florida four years ago.

Look for the full interview in ASAP’s February eNews, a benefit of membership to ASAP.

Tags:  ASAP Global Alliance Summit  Dale Ketcham  NASA  Space Florida 

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