the solarize model · solarize builds local solar capacity jumpstarting the market solarize is a...
TRANSCRIPT
THE SOLARIZE MODEL: BUILDING CAPACITY IN
LOCAL SOLAR MARKETS
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100 Consultants
4 offices worldwide
U.S. HQ in Boston
15+ years experience
Using global best
practices to inform local
decisions
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Upfront Costs
Long Payback Periods
Access to Financing
BARRIERS IN ROOFTOP SOLAR MARKETS
What barriers prevent homes and business from going solar?
HIGH COSTS
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BARRIERS IN ROOFTOP SOLAR MARKETS
What barriers prevent homes and business from going solar?
HIGH COSTS NON-COST BARRIERSComplex Process
Lack of Customer Information
Lack of Trust
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The Solarize Model is a community-based clean energy
program designed to…
... reduce both cost and non-cost barriers to solar
... deployment.
... build capacity in solar markets at the local level.
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WHAT IS SOLARIZE?
Solarize is a group purchasing program for residential solar
photovoltaic (PV) panels.
How it works:
• A six to nine month campaign where a community group partners with one or multiple preferred solar installers
• The community group promotes solar installation within the community and builds interest from high-quality leads
• The installer(s) provides special pricing to participants from the community
• A campaign deadline encourages commitment
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SOLARIZE ADDRESSES MARKET BARRIERS
Barrier Solution
High Upfront Costs Special discounted volume pricing mitigates upfront costs
Lack of trust in installers A trusted public or community organization leads a campaign and vets a partnering installer
Lack of solar knowledge Locally targeted outreach and education, conducted over several months
Confusing sales process A single pricing proposal offered by a vetted installer
Lack of motivation Deadline-based marketing encourages participants to act
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Over 230 campaigns have been implemented in 25 States
Campaigns have been organized by:
• State agencies
• Municipalities
• Citizen groups and non-profits
SOLARIZE IN THE UNITED STATES
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IN DEPTH: SOLARIZE MASSACHUSETTS
In the state of Massachusetts, 50 local
Solarize campaigns have resulted in
over 2700 residential solar installations
Campaigns are organized by the
Massachusetts Clean Energy Center, a
state policy body.
MassCEC provides technical assistance
and outreach support to local
community-run campaigns
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IN DEPTH: SOLARIZE MASSACHUSETTS
MassCEC supports a cohort of as many
as 15 campaigns at a time
On average, local Solarize Mass
campaigns have resulted in:
• Over 50 Installations
• 350 kW of installed capacity
• A 20% price reduction compared to averages in-state prices
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IN DEPTH: SOLARIZE MASSACHUSETTS
The state-run Solarize model has since
been repeated in the states of New
York and Connecticut
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SOLARIZE ROLES AND RESPONSIBILITIES
Program Sponsor
(MassCEC)
Solar Installer
Community Leaders
(volunteers)
Community Members
Free site assessments
Solar Installation
Volume discount
Outreach support
Program Participation
Word of Mouth
Installer Selection
Campaign Management
Outreach & Marketing
High-level support
Technical knowledge
Outreach & marketing
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CASE STUDY
Harvard, MassachusettsPopulation: 6,520
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SOLARIZE MASS HARVARD TIMELINE
Select Installer
Marketing &
WorkshopsEnrollment
Site Assessment
Decision & Installation
April
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SOLARIZE MASS HARVARD TIMELINE
Select Installer
Marketing &
WorkshopsEnrollment
Site Assessment
Decision & Installation
April May Start
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SOLARIZE MASS HARVARD TIMELINE
Select Installer
Marketing &
WorkshopsEnrollment
Site Assessment
Decision & Installation
April May Start June-October
429 households signed up
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SOLARIZE MASS HARVARD TIMELINE
Select Installer
Marketing &
WorkshopsEnrollment
Site Assessment
Decision & Installation
April May Start June-October July-November
151 feasible households
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SOLARIZE MASS HARVARD TIMELINE
Select Installer
Marketing &
WorkshopsEnrollment
Site Assessment
Decision & Installation
April May Start June-October July-November December
75 Contracts
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SOLARIZE MASS HARVARD RESULTS
75 new installations totaling 403 kW
30% reduction in price of solar
5x increase in residential installations
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SOLARIZE BUILDS LOCAL SOLAR CAPACITY
Jumpstarting the Market
Solarize is a tool that can help jumpstart the local solar market
by generating increased demand for solar.
Ripple Effects
A household is more likely to adopt solar for each additional
installation in the surrounding neighborhood.
Durable Market Growth
When paired with supporting policy mechanisms, Solarize helps
policymakers build capacity in local solar markets.
Source: NYU Stern and Yale School of Forestry – Peer Effects in the Diffusion of Solar Panels
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WHAT COULD SOLARIZE MEAN FOR INDIA?
Rapid solar growth and aggressive
targets, but a need to reduce
barriers to rooftop and residential
installations
Community-level Solarize
campaigns target cost and non-
cost barriers to solar while
strengthening local market
infrastructure
