Download - Mobidemics lecture 6 revenue model
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MobidemicsGreen Energy Redefined
Nilanjan Banerjee (PI) Xiangyu Liu (EL) Douglas Hutchings (CM)
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Our Punchline
We are a third generation energy management
company for grid-tied and off-grid homes. While other
companies provide visualization and monitoring of PV
systems, we provide intelligent appliance-level
profiling, personalized energy recommendations,
and home specific energy optimizations.
Market: new product in an existing market.
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The Business Model Canvas From Last Week
Homeowners
(off-grid, grid-tied):
- energy-saving
recommendations
Long Term
Analytic engine
Backend
Maintenance
Home owner
Monthly Subscription
Utility
Companies
Solar Installation
CompaniesWebservice:
utility company
solar installer
Utility company:
renewable energy
data analytics
Solar installation
companies
Utility Companies
Energy meter
manufacturer
(z-wave)
Backend
Development
Webservice dev.
Nick Rosen Web/phone:
Home owners
One time installation fee
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The Business Model Canvas Updated
Homeowners
(off-grid, grid-tied):
-energy-saving
recommendations
-per-appliance
profiling
-maximize cost of
electricity sold
Long Term
Analytic engine
Backend
Maintenance
Home owner and
commercial blgs
One time installation fee
Utility
Companies
Solar Installation
CompaniesWebservice:
utility company
solar installer
Utility company:
renewable energy
data analytics
Solar installation
companies
Utility Companies
Energy meter
manufacturer
(z-wave)
Backend
Development
Webservice dev.
Nick Rosen Web/phone:
Home owners
Price-related monthly Subscription
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Conversation with Customers/partners
4homeowners, 8 Solar Companies, 2 Utility companies
Waiting for 4 more Solar Companies to reply
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Customers and value proposition?
Home owners Lesson Learned
Jaci -Interested in our system. -Depending on how much electricity is save, she will consider to pay for it.
Chien -Regularhomeowners might not be interested, but it’s useful for green homeowners-Need more functionalities
Michele Hassel @Sustainability center -explore ways to tap into smart metering -Explore initial funding through NSF SRN
Tom Riley @Little Rock -our product can provide building service applications
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Partners and Sales ChannelsSolar Companies Lesson Learned
Bill Ball @ Stellar Sun Government policy is key to our success. Utility Companies hate decentralized energy
generation. He would be interested in bundling our product with his solar panels
Will Anderson @ Complete Solar Solutions Will provide a channel to get to homeowner customers. “Extremely interested” in our
product and a monthly subscription based service
Terry Tremwel @ Tremwel Energy Willing to pay to test our system and provide feedback. Potentially refer us to his
customers
Jim Philips @ Nanomech LLC Follow up meeting to present the idea before him and his CTO.
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Continued…Solar Companies Lesson Learned
Suncity Solar Energy We learned the pricing scheme of selling electricity and about government subsidies
Liberty Solar Solution They will be interested once a price tag is attached to our product.
Enphase (Inverter company) They said “It’s a good idea” and needs to be cross-platform (ours is cross platform).They are happy with what they have and do not
want to adopt our system.
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2 Utility CompaniesSolar Companies Lesson Learned
Ozark Electric Find out the price and how customer can sell electricity back to the grid
American Electric Power
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Key Learnings
• Government policy is important determinant of our success
– We may have more success in certain states (CA, NJ) and countries (Germany) than others
• Solar installers are key partners and distribution channel and not Utility companies
• Commercial buildings are another customer segment
• Off-grid and grid-tied homeowners willing to be early adopters
– Price proportional to the amount of savings?
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Inferred Customer Decision Tree
solar
installer
Home owner
(grid-tied)
utility
company
Government
subsidies
Steller Sun
Complete SS
Hardware cost
bumped up by
our product
4c – 8c/W
Time of day pricing
generational electricity
flat pricing?
Inform on government subsidies
- tax credits
~$4.5/Watt
applyPartner
Mobidemics
Mobidemics
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Probable Sales channel
CustomerSolar
installers
Mobidemics
Webservice/application
hardware bundled
with mobidemics
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Creating Customer Demand
• Version of the webpage up
– http://www.mobidemics.com
• Adword campaign ($10/day)
• Referrals, Facebook page, Google blog, and Twitter page.
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Cost of customer demand.
• 116Unique visitors (80front page views,31iPhone app view)
– Got just two email addresses
– Next goal: trying A/B testing
• Adwords(24 clicks)
– Trying to distinguish between types of referrals
• Estimated cost of demand
– Insufficient data
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Among other things.
Two presentation appointment to two groups of private investors scheduled for Nov 4.
The Ask: What should our presentation look like?
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Things to do.
• Find more solar companies, and how many of them are willing to buy our product
– Google Search + phone calls
• Call Utility companies to validate that they will “hate” us
– Google Search + phone calls
• Customer demand cost (get data)
• Find out homeowners
– Referral and knock on their doors