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TRANSCRIPT
Slide 1
SolarCity CONFIDENTIAL
Increasing Solar AdoptionJonathan BassDirector of Communications, SolarCity
Slide 2
SolarCity CONFIDENTIAL
SolarCity’s Mission— Make solar power accessible and affordable enough to encourage millions
of homes and businesses to adopt.
An Idea, and a Spare Bedroom
Slide 3
SolarCity CONFIDENTIAL
SolarCity, Four Years Later
Highest-Volume Solar Integrator in the U.S.— More than 9,500 projects completed
or underway
— Installing ~500 new projects per month
— Serving >1,000 markets in 5 states—AZ, CA, CO, OR and TX
— 800 Employees, 15 locations
— >$500 Million in Project Financing
Slide 4
SolarCity CONFIDENTIAL
Challenges to Solar Adoption
Cost Structure
Education / Awareness
Consumer Experience
Slide 6
SolarCity CONFIDENTIAL
Soaring Heights Communities, Davis Monthan Air Force BaseThe Largest Solar-Powered Community in the Continental U.S.
6MW Project, Including 2.7 MW of Roof Mounts
We Build Solar Cities
SolarCity has launched 40 community programs, creating more than 1,200 solar projects
Slide 7
SolarCity CONFIDENTIAL
SolarCity has conducted 40+ community programs since ‘07— More than 1,000 solar homes— More than 4 megawatts of capacity
Add’l turnkey community services— Live community-wide solar monitoring— County can publish results dynamically on
the Web, or via public kiosk
Solar Programs to Date
Slide 8
SolarCity CONFIDENTIAL
Home Depot Partnership – 167 Projects to Date
Sidecap Displays in Stores
Jointly Branded Website (www.homedepot.com/solarcity)
SolarCity’s Call Center
SolarLease $0 Down Offer
Solar Seminars in Stores
Search Engine Marketing
Phased Roll-Out
Phase 1: April 2010Northern & Central California91 Stores
Phase 2: June 2010Southern California129 Stores
Phase 3: July 2010Arizona43 Stores
Slide 9
SolarCity CONFIDENTIAL
Production Monitoring Provides Accountability
Online Account
Tracks your system production 24/7
Viewable from your computer, corporate website, lobby kiosk or iPhone
Monitoring & Repair Service
Proactive monitoring identifes problems before they affect your savings
Uptime is a key component of the return on your solar investment
Slide 11
SolarCity CONFIDENTIAL
Makes solar affordable for wider range of homeowners— Dramatically reduces upfront cost— Saves money every month on electricity
Leverages tax incentives efficiently
Reduces homeowner electricity bills— Protects against rising utility rates
Full service option includes design, installation, ongoing monitoring, repairs, insurance and performance guarantee
Benefits of Solar Leasing
Slide 12
SolarCity CONFIDENTIAL
What happens when customer moves?:— Transfer the lease to the new owner— Prepay the lease and incorporate the price into the sale of the
home— Pay to have the system moved to new home if they stay within the
same utility service territory
What happens at end of lease?— Customer can renew the lease in five year increments— Customer can have the system removed at no cost— At signing, customer can choose to include a buyout option as
well, at fair market value
Financial Flexibility
Slide 13
SolarCity CONFIDENTIAL
Impact of Solar Leasing on CA Solar Market
Data Source: CSI, November 2010
Slide 15
SolarCity CONFIDENTIAL
An Integrated Service Model
A single source for solar and energy efficiency financing, design, installation, monitoring and maintenance
Financing Design Installation Monitoring & Maintenance
Slide 16
SolarCity CONFIDENTIAL
Home TuneUp— Diagnose the source of high bills, energy loss
and discomfort
Efficiency Remodeling
Increases savings, environmental benefits of renewable energy
Integration of Solar + Energy Efficiency
Sample above assumes typical duct sealing and building envelope energy efficiency measures
Bill Before Solar
After SolarAfter Solar & EE
Slide 17
SolarCity CONFIDENTIAL
Energy Usage Monitoring Changes Behavior
Shows when and how you are using energy throughout the day
Highlights opportunities to reduce or modify energy use to increase savings
The Bottom Line
Energy Usage Monitoring allows the homeowner to get a better return on a solar investment
Slide 18
SolarCity CONFIDENTIAL
Job Workflow (Manages the job from contract to interconnection)
• Customer access to all job information• Constraint identification• Accessible by installation partners
System Designs (Provides accurate, traceable customer bids)
• Digital engineering site audits• System layout, structural, and electrical design• Shade analysis
Scheduling (Installation crew scheduling)
• Built-in geographic optimization• Automatic customer notification• Customer can schedule their own installation times
Customer Management Built to Scale
Slide 19
SolarCity CONFIDENTIAL
Energy Usage Analysis (Home energy usage analysis)
• Time-of-day and monthly energy usage inputs• Energy usage profiles integrated with rate plans• Optimal PV system size recommended
Rate Heuristics (Provides accurate, traceable customer bids)
• Models energy production (shade, orientation, efficiency)• Calculates detailed financial return (utility bills & ROI)• First of-a-kind multi-state rate database
Available on solarcity.com (Generate a proposal)
• Simple inputs display your custom made proposal• Proposal available to inside sales via salesforce.com
Metrics-Driven Proposal Process
Slide 20
SolarCity CONFIDENTIAL
September 2007SolarCity announces 2MW of solar with communities across California; More than 500 families across 19 cities go solar together
April 2008SolarCity launches groundbreakingSolarLease® option; Allows customers to save money from day one by installing solar power
June 2009SEIA honors SolarCity with Inaugural IndustryInnovator Award for its groundbreaking SolarLease February 2010
SolarCity expands to Texas; partners with TXU Energy
July 2006SolarCity Established on 4th
of July (Independence Day) by Lyndon & Peter Rive
December 2007SolarCity becomes the largest residential solar provider in California in its first full year of operation
May 2008SolarCity helps eBay with largest commercial solar installation in San Jose
July 2009SolarCity introduces PPA; affordable solar financingoffering for small, medium and large businesses
April 2010SolarCity partners with TheHome Depot
2006 2007 2008 2009 2010October 2006Launched 1st Community Program in Portola Valley to foster solar adoption
December 2007SolarCity and PG&E Announced Solar Schools Program; 100 Schools to Receive Solar Array & Learning Station
June 2008SolarCity expands to Arizona, opening office in Phoenix
October 2008SolarCity and First Solarannounce 100MW module supply agreement to serve U.S. residential segment
November 2009Launches largest solar powered community in continental U.S. in Tucson;
December 2009SolarCity expands to Colorado
December 2009SolarCity’s solar lease named as #1 of Scientific American’s 20 World Changing Ideas
May 2010SolarCity acquires Building Solutions; Integrates energy efficiency into its solar offerings
September 2010SolarCity named “Green Power Supplier of the Year” by the U.S. Department of Energy
SolarCity: A Brief History