Upload
steve-blank
View
263
Download
0
Tags:
Embed Size (px)
Citation preview
MobidemicsGreen Energy Redefined
Nilanjan Banerjee (PI) Xiangyu Liu (EL) Douglas Hutchings (CM)
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.
Our Punchline
We have four companies --- Complete solar
solutions, Trem|wel Energy, Steller Sun, Wal-mart
Center (proxy to Retail Stores and ADT) -- want to
market our system and even bundle it with their
product. They are waiting on us for a demonstration.
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
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
One time installation
fee/leasing fee
Utility
Companies
Solar Installation
CompaniesWebservice:
utility company
solar installer
Solar installation
companies
Utility Companies
Energy meter
manufacturer
(z-wave)
Backend
Development
Webservice dev.
Nick Rosen Web/phone:
Home owners
~$10/month monthly subscription
Research Center
of Sustainability
Marketing
Campaign
Commercial
Buildings
Commercial
buildings
- Energy audits
Getting out of the building
Homeowners
Sustainability experts
Solar Companies
George Holmes (off-grid)
Jim Power (grid-tied)
And several others.
David Bradley (WalmartCenter Head)
Steller Sun
Getting out of the building
Investors and Marketing officials
Researchers (Sustainability)
John Marshall
Jon Keel
Jack King
(follow-up with these three)
Juan Balda (site director GRAPES)
Jim Phillip (CEO NanomechLLC)
Cost-benefit Analysis (off-grid)
primary cost (use of the generator) <=> per month electricity bill
6-8 hours of use
(5 gallons) $2.7/ hour
Winters
(2*10) hours
Maintenance cost
($4/month)
$60/month
Our data analysis on this house’s data shows that through
task rescheduling the use of the generator during the
winter can be PREVENTED
In an off-grid home
we can save Upto
$60/month
Grid-tied with Renewables
Our savings
Residential: 50c/day
Commercial: 300c/day
10AM – 8PM
More cost:
2.5c/KWh/peak hours
http://www.energypriorities.com
http://eia.gov
Residential: 30 KWh/day
Commercial: 200KWh/day
Consume less
and sell back
during
peak hoursIn grid-tied space our savings
Residential: $15/month
Commercial: $90/month
How much will a customer pay?
0 10 20 30 40 50
30
75
125
150
Ele
ctr
icity b
ill
% responses0 10 20 30 40 50
0
5
10
20
% responses%
of bill
will
ing t
o p
ay
Customer avgmoney spend/month on power = $65
Customer willing to pay on an avg = 50% of the savings
Assumption: 30% savings
Off-grid
For a monthly subscription
we can charge on an avg
$10/month
Cost of Customer Demand (web)
Particulars Numbers
Webpage visits 184
Secondary page visit 41
Unique visitors 137
Bounce Rate 86.5%
Revisits (Conversion rate metric)
23%
Time spent on page 1:34
Conversion (from front to next page)
30%
Adword Campaign+ AnalyticsParticulars Numbers
Clicks 58
Cost $34
22.5% of the traffic
(assumption: Adwords)
Conversion rate: 23%
Conversion rate: 30%
137 unique visitors
Cost: $34
Webpage analytics
685 visits (extrapolation)
$25
$1.21/customer
$1.02/customer
Our Payment Flow
Mobidemics
Solar
installation Home/comme
rcial
service
fee
and
subscription
pays us
our share
We have four companies --- Complete solar solutions,
Trem|wel Energy, Steller Sun, Wal-mart Center (proxy to
Retail Stores and ADT) -- want to market our system and even
bundle it with their product.
Our pricing models
v
One time installation fee
2K-3K
depending on hardware
monthly subscription
@50% of savings
v
lease hardware
1K
depending on hardwarev
charge flat rate
$15/month
assuming 30% of $90
Risks
1. Non determinism
2. Calculate savings
Risks
1. Under-charging
2. Overestimate sav
Model 1
Model 2
What are our competitors doing?
vSolar installation companies
Complete SS
Steller sun, Stitt energy
one time installation fee
($4-$5 / W)
vAnalytic companies
(Onzo, Opower) vSubscription fee
($5-$10/month)
vSmart Automation
Control4v
$1000 - $120,000
in 2 years in
installation and maint
Dialogue with Investors
They wanted a cost-benefit analysis of our system
Follow up meeting with 3 investors to show demonstrations
Extend our system to commercial buildingsWal-mart, Retails ADT looking at energy conservation
Other Key Learnings
Partner with home automation systems such as Control4.
- Users pay from $1000 -- $120,000 over 2-3 years in installation and
maintenance fee
- their energy management tools are manual
Focus on states where there is a time-of-daypricing structure
- CA, NY, CO, OR, Washington, Vermont, Arizona.
Things to do.
Explore the commercial building space
Get more validation on the customer demand cost, and revenue stream
Follow up with the investors
Follow up with contacts in utility companies