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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.
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
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
Conversation with Customers/partners
4homeowners, 8 Solar Companies, 2 Utility companies
Waiting for 4 more Solar Companies to reply
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
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.
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.
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
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?
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
Probable Sales channel
CustomerSolar
installers
Mobidemics
Webservice/application
hardware bundled
with mobidemics
Creating Customer Demand
• Version of the webpage up
– http://www.mobidemics.com
• Adword campaign ($10/day)
• Referrals, Facebook page, Google blog, and Twitter page.
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
Among other things.
Two presentation appointment to two groups of private investors scheduled for Nov 4.
The Ask: What should our presentation look like?
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
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