So says Mil Ovan, senior vice president and co-founder of Firefly Energy Inc., the start-up firm at Illinois Central College North, 5407 N. University St.

"We're coming out to tell our story," said Ovan, noting the company consciously maintained a low profile in its first year of existence to quietly get organized. Having now acquired $4 million in financing, Firefly hopes to take technology discovered by Caterpillar Inc. and make a dent in the nation's $30 billion battery industry.

Caterpillar chose a separate company to market the technology rather than research and market it itself, he said.

Ovan said Firefly expects to offer an alternative to lead acid batteries that power cars, trucks and motorcycles as well as those used in the reserve power segment -- batteries that back up telecommunications and computer data when power goes out.

Firefly is developing two technologies, he said. One involves what the company calls its "rainbow grid," a lightweight coating that conducts electricity. "The grid could provide early licensing opportunities for Firefly that we could license to battery companies," said Ovan, speculating that such deals could be only a year away.

What Firefly calls its revolutionary technology is that for a composite battery one-third the size and weight of existing lead acid batteries that can provide the same amount of power.

The advent of hybrid and battery-powered vehicles makes Firefly's technology even more engaging, said Ovan. "Right now all applications are throttled by a lack of battery power," he said.

The composite battery is probably at least two years away from realization, said Ovan. Such a battery would probably be produced by existing battery manufacturers around the country, he said. "We would have our own pilot manufacturing plant in Peoria but the real production would take place with an industry that's built up tremendous overcapacity," he said.

Firefly now employs 11 people but could boost its work force to 20 to 25 in a year. The firm could eventually expand to 30 to 35 people, said CEO Edward Williams.

"I've moved from fundraising to more operational details. Now we're mapping a go-to-market strategy," he said.

Down the road, Firefly expects to power automobiles but Williams believes the technology may first find a home in the consumer product area where batteries power weedeaters, vacuums and wheelchairs.

"It takes time to get into the automotive market. As a start-up company, we don't have four to five years to wait. Consumer products don't go through all the extensive testing of the automotive industry," he said.

Last year Williams and Ovan started the firm, the first under the Peoria NEXT umbrella. The recent move to ICC North not only gives the company room to grow but offers an attractive place to work, said Ovan.

"It reminds me of Silicon Valley. It has that kind of feel. It's great for attracting employees here," he said.