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key message platform and guidelines
DOW POWERHOUSE™ Solar Shingles
VERSION D 1.0 | FEBRUARY 2013
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“I’d put my money on the sun and solar energy. What a source of power! I hope we don’t have to
wait until oil and coal run out before we tackle that.” — Thomas Edison, 1931
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PURPOSE ..............................................................................................................2
BRAND POSITIONING ......................................................................................3
HOMEOWNERS ..................................................................................................5
MEDIA & GENERAL PUBLIC ......................................................................... 11
CLAIMS & DISCLAIMERS .............................................................................. 17
FREQUENTLY ASKED QUESTIONS .......................................................... 19
ACHIEVEMENTS & ACCOLADES .............................................................. 27
CONTACT ........................................................................................................... 28
CONTENTS
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The purpose of a key message platform is to provide the framework to guide the development of all communications outreach, both written and verbal. Consistent use of these messages will raise awareness and drive interest in DOW POWERHOUSE™ Solar Shingles by focusing on the product’s key features and benefits. These key messages are intended to act as copy guidelines for communication materials — reflecting the general idea or impression DOW POWERHOUSE Solar Shingles would like to communicate to its target audiences.
Key messages should be used by everyone who is promoting the mission of DOW POWERHOUSE Solar Shingles. Developing and using key messages helps you craft powerful, actionable communications.
What Key Messages Are: What Key Messages Are Not: Baseline Headlines Road Map Copy Framework Taglines Themes Scripts Impressions Slogans
PURPOSE
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PRODUCT POSITIONING The Roof, Reinvented
UNIQUE OFFERING Protects and Powers Your Life
KEY AUDIENCES Homeowners
Media and General Public
MESSAGE PILLARS Be the First
Power Your Life
Smart Investment
All messaging is grounded in the product positioning. Your roof is no
longer merely there for protection. From now on, it’s an active part
of your home, generating the electricity you need to power your life.
The DOW POWERHOUSE™ Solar Shingle makes it possible for your
house to become its own power source — a self-sustaining electrical
generator using the clean, renewable power of the sun — creating
value and savings.
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BRAND POSITIONING
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BE THE FIRSTThis pillar makes homeowners proud to be the first to have such a revolutionary roof on their home. The messaging celebrates DOW POWERHOUSE™ Solar Shingles as a sustainable solar solution unlike anything that exists today. It taps into the emotions homeowners feel as influencers within their peer group, trying new technologies and leading the market with more efficient solutions.
POWERS YOUR LIFEThis pillar dives into the product details and how DOW POWERHOUSE Solar Shingles help power your life. It explains the technology and what makes the Solar Shingles so revolutionary. The product story helps instill much needed trust and confidence to set Dow apart from the competition.
SMART INVESTMENTThis pillar helps homeowners understand the total value of a DOW POWERHOUSE roof. While price is important and a big consideration, it’s only part of the financial story. Buying a home with a DOW POWERHOUSE roof is a smart investment because of the significant energy savings, added home value, incentives, tax credits, etc.
Within each message pillar there are key topics and proof points that address each topic. The structure below represents all three messaging pillars and their messaging content:
MESSAGE PILLARS
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BE THE FIRST POWERS YOUR LIFE SMART INVESTMENT
INNOVATIVE
AVAILABILITY
ABUNDANT
SUSTAINABLE
QUALITY
DURABILITY
ENERGY SAVINGS
HOME VALUE
CONTROL
DOW POWERHOUSE Solar Shingles
MAINTENANCE
PILLARS
TOPICS
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These key messages should be used when communicating with homeowners and inviting them to be one of the first to have this innovative new roof, demonstrating how it can power their life, and convincing them that it’s a smart investment.
Homeowners are looking for information and need to feel confident about what they’re hearing and seeing. It’s important to demonstrate what DOW POWERHOUSE™ Solar Shingles can do for them and how they can benefit from having DOW POWERHOUSE Solar Shingles.
•Homeownersshouldexpectmorefromaroof,andDOWPOWERHOUSESolar Shingles can make that a reality. No longer there to simply protect your house, these revolutionary, neighborhood-friendly Solar Shingles actively generate electricity — to literally power your everyday life.
•Arrangedtocomplementthedesignandrooflineofanyhome,theinnovative design makes them an attractive way to put the power of the sun to work in your home.
•Unlikeothersolaroptions,DOWPOWERHOUSESolarShinglesaresleek and thin, blending into your roof for a look that’s both integrated and sophisticated. In fact, DOW POWERHOUSE Solar Shingles were voted one of TIME magazine’s 50 best inventions,1 received a 2012 Tech Breakthrough Award from Popular Mechanics, and received a 2012 Gold Edison Award™ for Best New Product.2
•EachslimDOWPOWERHOUSESolarShingleismountedflushto the rooftop, enhancing your home’s appearance while protecting it and adding to its value.
•DOWPOWERHOUSESolarShingleshaveauniquemodulardesignthatallows each solar array to be customized to the specifications of the home and forecasted needs of a future homeowner. 1. TIME magazine, 20092. Edison Award, April 2012
HOMEOWNERS
INNOVATIVE
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•WithlimitedquantitiesofDOWPOWERHOUSE™SolarShingles,availability is targeted to the markets most ready for our Solar Shingles — specifically locations that have a sustainable mindset, the most incentives, the highest electricity prices and good solar resources in place. More important, these cities have cooperative utility companies and a housing market and population that have been clamoring for an innovation like DOW POWERHOUSE Solar Shingles.
•Moreandmorecitiesacrossthecountrywillbeableto purchase DOW POWERHOUSE Solar Shingles as Authorized Dealers and Builders become certified.
•DOWPOWERHOUSESolarShinglesarecurrentlyavailablein select markets around the country and continue to expand nationally to new markets and states.
•ThefirstPOWERHOUSESolarShingleownerswillbeleadingthe market into a new era for roofing and sustainable living.
•Thesunisthemostabundantenergyresourceknowntomankind. It delivers more energy to the earth in one hour than we consume in an entire year. That’s a powerful opportunity.
•Theworld’sappetiteforenergyisgrowing,andbecausesolar energy is generated with sun and not heat, it is a viable solution no matter where you live in the United States.
•Usingthesun’senergywouldmeanlessrelianceonutilitycompaniesand would provide a hedge against future rising energy costs.
•Enhanceyourenergyefficiencywhileprotectingtheenvironment.
•Solarpowercouldmakeupasmuchas25%oftheworld’stotalelectricityproduction by 2050 according to the International Energy Agency, using photovoltaic and Concentrated Solar Power (CSP) technologies.3
•Finally,withtheexclusivePOWERHOUSEmonitoringsystem,you’llalwayshave the satisfaction of knowing precisely how your efforts are impacting the earth — from the number of trees you’ve preserved to the amount of carbon dioxide you’ve helped offset.
3. International Energy Agency, May 2010.
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AVAILABILITY
ABUNDANT
SUSTAINABLE
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POWERS YOUR LIFE
•TheDOWPOWERHOUSE™systemismadeintheU.S.A.andbackedby Dow with a 20-year warranty.
— With a renowned brand reputation, Dow is a world leader in material sciences, trusted and recognized around the world with more than 60 years of expertise in building products.
•EachDOWPOWERHOUSEAuthorizedDealerhasbeenhandselectedand meets the high standards of Dow Solar.
•Yourreinventedroof:Fromenergyproductionandsystemmonitoring to saving you money every month, DOW POWERHOUSE Solar Shingles are a total roofing solution.
• Itisacompletesolution,withaSolarInverterSystemthatconvertsthedirect current (DC) from the sun into alternating current (AC) to power your home or send back to the power grid for energy-saving credits. It even offers a Monitoring System to watch and manage electricity usage — and Dow can monitor the System’s performance for your peace of mind.
•EachSolarShingleisinstalledbyaPOWERHOUSEAuthorizedDealerdirectly to the roof like a typical asphalt shingle. There are no wired electrical connections between the Solar Shingles and no extra tools. Once the seamless on-roof installation is complete, your solar array connects to the solar inverter — allowing your roof to protect your home completely and power it effectively.
QUALITY
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•DOWPOWERHOUSE™SolarShinglesstanduptotheelementsand to the toughest conditions, offering the same long-lasting protection and durability as an asphalt shingle or better.
•DowputsitsPOWERHOUSESolarShinglesthroughroundafterrigorous round of testing. Its Solar Shingles have passed and earned many certifications for both performance and safety, offering a level of qualityandreliabilitythat’sunmatched.
•Theyaredurableandbuilttowithstand1-1/4"hailat50mphandqualifyforwindzonesupto150mph.
•BecauseDOWPOWERHOUSESolarShinglesdon’trequirealotofadditional roof penetrations when installed, your roof maintains its structural and protective integrity.
•TheSolarShinglesincludesafeguardstoo:DOWPOWERHOUSEhasearned Underwriters Laboratories (UL) safety certification.
•DOWPOWERHOUSESolarShingleshavepassedthe2006and2009 International Building Codes (IBC) and the 2006 and 2009 International Residential Codes.
•DOWPOWERHOUSESolarShinglesarevirtuallymaintenance-free.
•Eachsolararrayiscarefullydesignedformaximumexposureto the sun. Over the years, you will want to check and maintain your landscaping to avoid shading the Solar Shingles during daylight hours, that might limit performance.
•Formostlocations,seasonalrainsareallthat’sneededtokeepthe Solar Shingles free from dust and dirt. If cleaning is necessary, spray the Solar Shingles from the ground with a standard garden hose before the sun comes out, while the shingles are cool.
•Youshouldnotattempttoaccesstheroofforcleaningorinspection.Instead, call DOW POWERHOUSE customer service at 855.DOW.SOLR (855.369.7657).
DURABILITY
MAINTENANCE
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SMARTINVESTMENT
•Unlikeatraditionalroof,DOWPOWERHOUSE™SolarShinglescreatevalue and savings for your home every day they are working for you.
ENERGY SAVINGS
HOME VALUE
•Savvyhomeownersknowthatsolarisalsoasmartinvestmentin their home.
•Youwillincreasethevalueofyourhomebyaboutthesameamountas it will cost to upgrade over traditional asphalt shingles.4
•Houseswithsolarnotonlyincreaseinvaluebutalsosell,onaverage, twice as fast as comparable houses without solar.5
•Savemoneywhenyouownit;makemoneywhenyousellit.
4. Based on a California home assuming optimal roof orientation and pitch, free from shade. Estimated savings based on 25 years. Added home value based on study conducted by
Lawrence Berkeley National Laboratory, April 2011.
5. Based on study developed by the U.S. Department of Energy’s Office of Energy Efficiency & Renewable Energy.
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CONTROL
•Electricitypriceshaveincreased25%overthepastfiveyears.6 Take control of rising energy costs by investing in a solar product that not only saves you money today, but protects you against escalating utility bills for years to come.
•EverykWhyoucreateisoneyoudon’tneedtopayfor.
•Reducetheamountofyourutilitybilleverymonthsinceyoucanreceive credit for energy you’ve created.
•ThankstoDOWPOWERHOUSE™Monitoring,youwillhaveaccesstohow much electricity you’re generating and the amount of homemade power being used. You can also see how much unused electricity is being sent back to the grid for credit.
6. U.S. Energy Information Administration.
When you invest in a DOW POWERHOUSE™ roof, you will get your money back and earn a positive return in energy savings and added home value.
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OVERVIEW
•AtDowSolar,innovationisinourheritageandinourfuture.
•Withacommitmentto“reinventtheroof”forthe21stcentury,TheDow Chemical Company is bringing the DOW POWERHOUSE™ Solar Shingle to select U.S. markets throughout 2013.
•TheDOWPOWERHOUSESolarShingleisarevolutionarynewroofing solution that combines the performance and protection of a traditional roof with an integrated photovoltaic system that powers the home and saves the homeowner money.
•Itisdesignedtoinstall,lookandfunctioninawaythathasneverbeen done before, now offering homeowners a roof that pays for itself and creates value.
REVOLUTIONARY DESIGN
•Integratedresidentialsolarsystemthatperformsjustliketraditional
shingles to protect a home, with the added benefit of generating electricity to offset utility bills.
•Withanintegrated“plugandplay”electricalsystem,doesnothaveexposed wiring between shingles.
•Oncetheon-roofinstallationiscomplete,acertifiedelectricianconnects the system to the Solar Inverter, working below the rooftop.
•Designedspecificallytointegratewithslopedtraditionalrooftops,which represent 85 percent of U.S. homes.
MEDIA & GENERAL PUBLIC
BE THE FIRST
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AVAILABILITY
•DOWPOWERHOUSE™SolarShinglesarecurrentlyavailablethrough a network of Authorized Dealers in select markets around the country, with expansion underway.
•TheSolarShinglesarealsoavailableasastandardfeatureinsome new housing communities where sustainable living is embraced.
•AdditionalmarketsintheU.S.willbeopenedasmoreproductbecomes available.
PERFORMANCE AND EFFICIENCY
•Generateselectricitybyintegratinglow-cost,thin-filmsolarcells into the design, creating a lightweight, durable residential solar roofing product.
•UsesCopper-Indium-Gallium-diSelenide(CIGS)basedthin-filmphotovoltaic cells, which have the highest efficiency of thin-film technologiesavailable,andhavetheuniqueabilitytoperformwell in non-standard conditions such as dappled shading, cloudy and diffused light.
•Generatesenoughelectricitytobeviableinmostregionsofthe United States.
POWERS YOUR LIFE
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A COMPLETE SOLUTION
The three-part solar roofing system includes:•Anarrayofshinglesthatcanbecustom-designedtofittheindividual
homeowner’s budget and energy goals, and arranged to complement the style and form of the home and roofline.
•ASolarInverterthatconvertsdirectcurrent(DC)intoalternatingcurrent (AC), which is fed to the home or back to the power grid.
•Anopt-inMonitoringSystemaccessiblefromanyInternetconnection,showing energy production and generation. Dow can also proactively monitor the system for homeowners.
LEADERSHIP AND COMMITMENT
•TheDowChemicalCompanyiscommittedtomeetingfutureworldchallenges by developing strategic collaborations and sponsorships like the Dow Solar Design to Zero Competition and the U.S. Department of Energy Solar Decathlon and our 10-year global sponsorship of the Olympic Games. Dow is also engaged in multiple collaborations and initiatives that promote science, technology, engineering and math (STEM) education.
•TheDOWPOWERHOUSE™SolarShingleisproofofDow’scommitment and vision articulated in its ambitious 2015 sustainability goals, which include developing and applying innovative technologies and collaborations that further sustainability and address some of the world’s most pressing energy challenges.
•TheDOWPOWERHOUSESolarShingleisthelatestinaseriesofinvestments that Dow has made to build upon its leadership position within the building and construction industry. Dow supplies a wide range of systems and solutions designed to help improve the energy efficiency and overall performance of buildings.
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•TheintroductionofDOWPOWERHOUSE™SolarShinglesisasignificant development for the advancement of alternative energy for homeowners and U.S.-based manufacturers, as well as the world’s energy challenges. The continued success of the global solar industry willrequirethekindoftechnicalexcellence,marketinsight,easeofadoption and manufacturing know-how that is embedded in the DOW POWERHOUSE product and at the core of Dow’s strengths.
VALUE
•Foreveryadditional$1investedinaDOWPOWERHOUSEroof,ahomeownercanrealizeupto$4backinenergysavings.7
•Houses with solar sell on average twice as fast as comparable houses without solar, and offer additional total home value.8
•WhenbuildingahousewithDOWPOWERHOUSESolarShingles,federal tax incentives of 30 percent along with state and utility discounts can reduce costs by upwards of 50–60 percent, resulting in attractive paybacks for residential solar.
•ADOWPOWERHOUSEhomehaslowernetcostoveritslifetime thanahomeequippedwithaconventionalroofandconventionalelectricity supply.
•WhileDowisnotthechanneltomarketandtheupfrontinvestmentin a DOW POWERHOUSE Solar Shingle roof may be 2–3 times that of a conventional asphalt roof, it will pay for itself, generate revenue for the remainder of its life and increase the home’s value.
7. Based on a California home assuming optimal roof orientation and pitch, free from shade. Estimated savings based on 25 years.
8. Based on study developed by the U.S. Department of Energy’s Office of Energy Efficiency & Renewable Energy.
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MANUFACTURING & JOBS
•MadeintheU.S.A.atDow’ssmall-scaleproductionfacilityinMidland,Michigan, Dow is also helping reinvigorate domestic advanced manufacturingjobsintheU.S.
•Alarge-scalemanufacturingfacilityisunderconstructioninMidlandandisexpectedtocreateupto1,275jobsbetweennowand2015.
•ThesuccessinbringingtheDOWPOWERHOUSE™SolarShinglemanufacturing facility to mid-Michigan is the result of continued collaboration between Dow, the state of Michigan and the city of Midland. It will accelerate production of the DOW POWERHOUSE SolarShinglesandcreatenewadvancedmanufacturingjobsthatarehelpingtomakeMichigana“greentech”hubofthenewU.S.economy.
FUNDING
•In2007,Dowreceiveda$20milliongrantfromtheDepartmentofEnergy(DOE)aspartofitsSolarAmericaInitiativetodevelop“building-integrated”solararraysfortheresidentialandcommercialmarkets.
•InFebruary2010,thestateofMichiganawarded$141millionineconomic incentives to support the increased production need in the form of business and manufacturing tax credits.
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CERTIFICATION AND RECOGNITION
•November 2009—namedoneof“The50BestInventionsof2009” by TIME magazine.
•November 2010 — Received Underwriters Laboratories (UL) safety certification, becoming the first solar shingle to obtain the UL safety mark.
•March 2010 — Won the GLOBE Award for Environmental Excellence in Emerging Technology.
•March 2011—Receivedthe“Editor’sChoice”Awardatthe2011International Roofing Expo.
•October 2011 — DOW POWERHOUSE™ Solar Shingles received seven certifications for product performance and safety, including three Underwriters Laboratories safety certifications for the solar moduleandfireandupliftresistance;buildingcodecertificationfromtheInternationalCodeCouncilEvaluationService;InternationalElectrotechnicalCommissionperformancecertification;CaliforniaEnergyCommissionListofEligibleEquipmentcertification;andperformance certification of ASTM wind uplift resistance.
•April 2012 — Awarded Gold for Best New Product by the Edison Awards.™
•October 2012 — Received a Popular Mechanics Top 10 Tech Breakthrough Award.
•February 2013 — Dow was included in MIT Technology Review’s 2013 50 Disruptive Companies List for the commercialization of the POWERHOUSE Solar Shingle.
•February 2013 — DOW POWERHOUSE Solar Shingles were named one of Green Builder magazine 50 Hot Products for 2013.
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Below are the official claims and disclaimers developed for DOW POWERHOUSE™ Solar Shingles. They should be used when communicating the product to consumers and media. Please notice the communication usage rules under each claim, which define precisely where they can be used.
Claim:Solarpowercouldmakeupasmuchas25%oftheworld’stotalelectricityproduction by 2050 according to the International Energy Agency, using photovoltaic and CSP technologies.
Claim: According to the International Energy Agency (IEA), photovoltaic technologiescouldprovideabout11%ofglobalelectricityproductionby2020andreduce CO2 emissions by 2.3 gigatons yearly.
Source: International Energy Agency, May 2010.
Usage rule: Claim can be used in body copy when speaking generically about product as well as when stating specific content.
Claim: By making your roof a DOW POWERHOUSE roof, you will increase the value of your home by approximately the same amount as it will cost to upgrade over traditional shingles.
Disclaimer/Source: Based on study conducted by Lawrence Berkeley National Laboratory, April 2011.
Usage rule: Claim can be used in body copy when speaking generically about product as well as when stating specific content.
Claim: A solar home will sell twice as fast as a home without solar energy. Note: This claim can be used with the source in body copy or with a disclaimer.
Claim with source in the body copy: According to the U.S. Department of Energy, a solar home will sell twice as fast as a home without solar energy.
CLAIMS & DISCLAIMERS
ABUNDANT
BE THE FIRST
SMART INVESTMENT
HOME VALUE
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Claim with source as disclaimer: A solar home will sell twice as fast as a home without solar energy.
Disclaimer: Based on 2008 study developed by the U.S. Department of Energy’s Office of Energy Efficiency & Renewable Energy.
Examples of how to integrate claim into copy: According to the U.S. Department of Energy’s Office of Energy Efficiency & Renewable Energy, a solar home will sell twice as fast as a home without solar panels. The website for the U.S. Department of Housing and Urban Development states that energy-saving improvements increase the potential resale value ofahouseandhelpsellitmorequicklybecausethey“makeyourhousemoreaffordabletomorepeople.”Inaddition,solarpanels“attractattentioninacompetitivemarket”andare“improvementsthatwillactuallysavemoney.”
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SOLAR ENERGY
1. Q: Is my house suited for solar energy? A: No special roof preparation is required to install DOW POWERHOUSE™
Solar Shingles. However, the Solar Shingle System is designed to work with asphalt shingle roofs as well as other synthetic roofing products. Ideally, there should be more than 250 square feet of east-to-west facing roof surface. Due south is best, but a southeast to southwest orientation also works well. The roof surface should not be broken up by roof design features such as ridges, valleys, chimneys, dormers or roof vents. The roof pitch should be a minimum of 2:12. The relatively small size of each Solar Shingle provides greater flexibility in system design. One of our Authorized Dealers will help you create a customized POWERHOUSE Solar Shingle System design that is suited to the unique attributes of your home and will provide renewable energy for years to come.
2. Q: Is there enough sunshine where I live? A: Yes. As you’d expect, solar products generally work best in areas that
get the most sunlight, but you don’t have to live in California to enjoy the benefits of renewable energy. Germany is the number one residential solar energy producer in the world and receives about as much sunshine as Alaska (far less than any place in the continental United States). According to the National Renewable Energy Laboratory of the U.S. Department of Energy, the U.S. receives almost twice as much yearly sunlight as Germany, proof that most U.S. locations can make effective use of solar energy. Additionally, DOW POWERHOUSE™ Solar Shingles can produce electricity in a range of weather conditions, not just on bright summer days.
3. Q: Are trees or other obstructions a problem? A: Shading from trees and adjacent buildings can limit the ability of any solar
product to produce energy. So shading should be as minimal as possible. A rule of thumb is to not have shading on the solar array from 9 a.m. to 3 p.m. Our Authorized Dealers will do a complete site analysis to determine the exact shading and impact that any trees or other sun blockers will have on your Solar Shingle System.
INSTALLATION
4. Q: When will there be availability in other states? Can Authroized Dealers install DOW POWERHOUSE™ Solar Shingles outside of their listed state?
A: Dow Solar will be increasing availability in 2013. Authorized Dealers are not permitted to install POWERHOUSE™ Solar Shingles in other states.
FREQUENTLY ASKED QUESTIONS
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5. Q: Can you run the wiring on the outside of the house? A: The DOW POWERHOUSE™ Solar Shingle System is designed so that
the few cables from the array run under the roof through conduit. An electrician will complete the electrical installation once the wires are fed through the roof. From the attic, the conduits and conductors can be run in the home (through the walls, preferably) to the location of the inverter. If it is not possible to route the conduits through the walls to the inverter location, the conduit should be run outside the attic and outside of the home to the inverter location.
6. Q: Who will install my system? A: Because the DOW POWERHOUSE™ Solar Shingle is a roofing product
first, Dow Solar has partnered with hand-selected and trained Authorized Dealers to ensure the quality and integrity of the whole installation. As a result, homeowners can be assured that their roof system provides as much protection from the elements as a traditional roof and that it complies with safety codes and installation guidelines that govern rooftop solar installations. A trained electrician who accompanies the Authorized Dealer will complete the integration of the array into the home’s electrical system.
PRODUCT
7. Q: How many Solar Shingles will I need? A: The size of your DOW POWERHOUSE™ Solar Shingle array depends on
how much of your current electricity bill you wish to offset and the amount of exposure to sunlight. Your utility rate structure, building aesthetics and cost criteria also affect the choice of your array size. Each array is custom-designed for the house on which it is installed. A typical home may require approximately 350 Solar Shingles to offset 40%–60% of the electric utility bill. Our Authorized Dealers will assess your home’s needs and recommend a system that meets your objectives.
8. Q: Do DOW POWERHOUSE™ Solar Shingles protect like regular shingles? A: Yes. Because POWERHOUSE™ Solar Shingles double as both a roofing
material and an electricity-producing solar device, we’ve put them through double the usual amount of product testing. Rigorous testing under simulations of hail, torrential rain, high winds and other harsh weather conditions has proven that our Solar Shingles meet building code requirements for a weather-durable roofing material. They also are proven to be a safe, effective photovoltaic system. Our Solar Shingles are certified by independent labs, such as UL, so you can be sure they meet or exceed the most stringent standards. Additionally, we back our products with a 20-year weatherization warranty.
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9. Q. How much energy do DOW POWERHOUSE™ Solar Shingles generate? A: While any amount is possible, typical residential photovoltaic arrays range
in size from 2 to 4 kilowatts — which would be large enough to offset 20%–70% of an average home’s energy consumption. The specific amount of solar energy captured per day will depend on many factors, such as location, weather and orientation of the home. The dimensions of any solar array are dependent on the homeowner’s goals, cost criteria, energy consumption, and the current efficiencies and size of the home.
10. Q: What size kilowatt (kW) systems are offered? A: On average, systems vary from 1 kW to 10 kW. System size is dependent on
roof layout and available roof surface area.
11. Q: Will DOW POWERHOUSE™ Solar Shingles increase my home value? A: Absolutely. Beyond the ability to generate utility savings from day one, the
DOW POWERHOUSE™ Solar Shingle System will increase the value of your home1 and will sell twice as fast as a home without solar energy.2
1. Based on study conducted by Lawrence Berkeley National Laboratory, April 2011.
2. Based on 2005 study developed by the U.S. Department of Energy’s Office of Energy Efficiency and Renewable Energy.
12. Q: Is there any system maintenance required? A: The system is virtually maintenance-free. In areas where dust or debris can
build up on the shingles, occasional washing with a garden hose will improve the array’s performance. The electric inverter may require maintenance or replacement after 10–15 years. In the unlikely event that a Solar Shingle is broken, please contact DOW POWERHOUSE™ Customer Service at
855.DOW.SOLR (855.369.7657).
13. Q: How are DOW POWERHOUSE™ Solar Shingles different than solar panels? A: It is important to remember that DOW POWERHOUSE™ Solar Shingles
are both a roofing solution and a solar-power-generation system. Unlike conventional “bolt-on” solar systems, the POWERHOUSE Solar Shingle has an additional role of protecting your home like a composite roofing shingle. With the unique modular design of the Solar Shingle, homeowners have greater flexibility in determining the location of their solar array as well as the amount of energy they want to offset with the POWERHOUSE Solar Shingle System. Each system can be custom-designed to fit the individual homeowner’s budget and energy goals and arranged to complement the style and form of the home and roofline on a new home build.
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14. Q: How competitive is a DOW POWERHOUSE™ Solar Shingle System compared to a typical rooftop solar panel installation?
A: Comparing the price of a DOW POWERHOUSE™ roof with adding traditional “bolt-on” solar panels is an apples-to-oranges comparison. Solar panel systems are priced and sold on a per watt basis because the only function they serve is electricity generation. Conventional roofing materials are priced and sold on a per square (area) basis because the only function they serve is weather protection. POWERHOUSE Solar Shingles do both. They replace conventional roofing materials on the portion of the roof where they are installed, and they generate electric power for the home throughout their service life. Total installed cost for the roofing project is the most appropriate metric for a POWERHOUSE roof. The final cost is set by the Authorized Dealer based on the size of your roof, energy goals and the orientation of the custom array. A POWERHOUSE roof will save you money from the day it is installed and create value for your home as it works for you. A typical residential roofing installation with conventional (non-solar) materials may cost a homeowner about $10,000. This same project with a 3kW POWERHOUSE Solar Shingle System installed on a portion of the rooftop may cost the homeowner about $25,000 after federal and utility solar incentives. However, a POWERHOUSE rooftop will pay for itself during its intended lifetime, where a conventional roof will depreciate.
PRICING & SAVINGS
15. Q: How much money will I save on my energy bills? A: Most residential solar arrays are designed to offset approximately 50% of
the home’s electricity, but when buildiner a home, homeowners can install arrays that are much smaller or larger, depending on the amount of southern roof space available, their energy savings goals and budget.
16. Q: Can I sell power back to my utility company? A: Yes. The DOW POWERHOUSE™ Solar Shingle System is designed to feed
electricity directly into the home’s electrical distribution service panel. The solar electricity that is being produced will first be immediately consumed by the household demand. Any excess electricity generated is fed into the utility grid. Most utility companies will allow customers to net-meter their electricity. On a monthly basis, you pay for only the “net” power used and receive a credit that carries over to the next month for any excess electricity that was produced.
17. Q: How will my utility bill change? A: Any excess electricity you generate through your DOW POWERHOUSE™
Solar Shingle System is credited against your utility account each month and displayed as savings on your utility bill. For solar homeowners, net metering is the actual account established with the utility company that measures the difference between the electricity your home produces and what you buy from the utility company, and subsequently determines the surplus that is credited on your utility bill.
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18. Q: How much does a DOW POWERHOUSE™ Solar Shingle System cost? A: DOW POWERHOUSE™ Solar Shingle Systems are much more affordable
than most homeowners realize. Over the life of the home, Solar Shingles will cost significantly less than traditional asphalt shingles. Federal tax credits of 30%, along with powerful state and local utility company incentives, can reduce costs by upwards of 50%–60%, resulting in attractive paybacks for residential solar. In some states, like California, the incentives result in a cost of $31,000 for an average size POWERHOUSE roof. In fact, for every $1 more you invest in a POWERHOUSE roof, you’ll get up to $4 back in energy savings.3
The specific cost and savings for any given homeowner will depend not only on where they live, but also other factors, such as the size and orientation of their home, personal cost criteria parameters and household energy offset goals. Our Authorized Dealers can provide a custom quote based on the specifics of the homeowner’s needs and local incentives.
3. Based on a California home assuming optimal roof orientation and pitch, free from shade. Estimated
savings based on 25 years.
19. Q: How are DOW POWERHOUSE™ Solar Shingles priced? A: POWERHOUSE™ Solar Shingles are both a roofing solution and a solar-
power-generation system, making it difficult to price solely per square or per watt, because the Solar Shingle is replacing what would otherwise have to be both composite shingles and an overlaying solar panel. The DOW POWERHOUSE Solar Shingle System price is set by the Authorized Dealer, based on the size of your roof, energy goals and the orientation of the array. The price includes a custom designed and installed array, an inverter and the option of an online Monitoring System.
20. Q: Where do I get the latest incentive and rebate information for my area? A: You can access this information by visiting dsireusa.org and selecting the
state in which you live.
21. Q: What is the payback for my DOW POWERHOUSE™ Solar Shingle System? A: Your payback depends on a variety of factors, including the size and
orientation of your system, energy goals, incentives and energy use. On average, the DOW POWERHOUSE™ Solar Shingle System will pay for itself during the first half of its intended lifetime. The system generates value and starts saving you money the first day it is connected because every kWh you create is one you do not have to pay for. In addition, since the value of your home will increase by roughly the cost of the system, you are essentially making a profit from day one.
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22. Q: How do DOW POWERHOUSE™ Solar Shingles compare to solar leasing? A: DOW POWERHOUSE™ Solar Shingles are a totally different solution than
the traditional rack-mounted PV systems leased to homeowners. With a POWERHOUSE Solar Shingle System, the homeowner chooses to own the system — which is actually an integrated part of their roof — giving all of the value associated with that investment back to the homeowner. With a leasing system, the homeowner is able to generate renewable energy with low to no upfront costs, but it’s the leasing company (not the homeowner) that captures the majority of the financial benefit. For example, in a typical $0 down lease, the homeowner enjoys an incremental monthly cash flow benefit (i.e., their solar equipment lease payment is slightly less than the electricity cost savings gained). However, the homeowner can’t take advantage of the 30% federal tax credit and any local market rebates and incentives for renewable energy equipment, nor do they capture the full benefit of the monthly savings. Who realizes these benefits? The leasing company! And, if the homeowner wants to move, negotiating lease terms and any obligations for modules attached to the home must be considered before the home is sold.
For homeowners willing to make a larger financial investment, the financial rewards are much greater. For homeowners that include the investment cost of a DOW POWERHOUSE Solar Shingle System in a new home mortgage or traditional line of credit, the positive cash flow generated in the first year (as a result of the 30% tax credit and local incentives) can be significant. Meanwhile, the renewable electricity generated over the 25-year life of the DOW POWERHOUSE Solar Shingles offsets escalating future electricity costs.
Finally, in the event that the homeowner elects to sell their home, customer-owned solar systems will increase the value of a home by an amount that is approximately equal to the incremental cost of upgrading from traditional asphalt shingles4 — this resale value may not be available by homeowners with leased systems as they do not own the systems and therefore cannot capture the system’s value. For instance, a residential Solar Shingle System solution that offsets $1,000 of annual electricity costs is expected to be valued at $20,000 more than a directly comparable home without these solar cost savings. And because of the integrated aesthetics of the POWERHOUSE Solar Shingle System, the value might be even higher.
4. Based on study conducted by Lawrence Berkeley National Laboratory, April 2011.
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OPERATION
22. Q: Is this system backed up with a battery? A: No. DOW POWERHOUSE™ Solar Shingles are a grid-tied system and Dow
Solar does not sell or recommend using a battery backup. You receive credits for any surplus electricity through your utility company at its market rates, and your utility company acts as your storage system.
23. Q: How does the inverter work? A: The solar inverter converts the direct current (DC) generated by the Solar
Shingles to usable alternating current (AC), which is fed into the electrical distribution panel to power your home. The inverter allows multiple strings of shingles to operate independently of one another to maximize power generation from shingles that may be installed on different portions of the roof (i.e., with different orientations to the sun). Each inverter can handle 3,500–5,000 watts of total power.
24. Q: How will I know my system is producing electricity and functioning properly? A: The system will constantly provide feedback to you. By simply looking at the
electrical inverter display, you can see if your system is producing energy. Online DOW POWERHOUSE™ Monitoring is also offered, and you can note how much electricity you’re generating and the amount of homemade power being used. You can also see how much unused electricity is being sent back to the grid for credit.
25. Q: What types of Monitoring Systems are offered? A: DOW POWERHOUSE™ Monitoring allows homeowners to log in to
the Monitoring website to view their system’s performance. Within the POWERHOUSE Monitoring site, the following features are available to homeowners: monitor instantaneous power generation and energy consumption; compare energy generation vs. production; view historical generation; view current weather and five-day forecast, lifestyle impacts to date, POWERHOUSE news and updates, settings and reports.
PERFORMANCE
System Price:2 Years $ 6545 Years $ 67810 Years $ 726
PROACTIVE
ACCESS TO:• POWER GENERATION• CONSUMPTION• GRID CREDIT
System Price:2 Years $ 7565 Years $ 91010 Years $ 1,176
ACCESS TO:• POWER GENERATION• CONSUMPTION• GRID CREDIT• ACTIVE MONITORING BY DOW
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26. Q: Is there a warranty on the system? A: The DOW POWERHOUSE™ Solar Shingle System is backed by the strength
of Dow, made in the U.S.A., and carries a 20-year material weatherization and power output warranty. The Monitoring System hardware is warrantied for 15 years, and the inverter has been awarded a 10-year manufacturer’s warranty.
27. Q: Will the system provide power during a power outage? A: As a safety precaution, grid-tied solar systems are not permitted to function
during a utility grid power outage. This is to prevent power generated by your DOW POWERHOUSE™ Solar Shingles from going back into your system and potentially injuring utility crews who are working on the utility lines to restore power. This built-in safeguard is handled by controls in the inverter that automatically shut down your system in the event of a power outage.
28. Q: When is the best time to add DOW POWERHOUSE™ Solar Shingles to my house?
A: Because of their integration with asphalt shingles, DOW POWERHOUSE™ Solar Shingles should be installed when all other asphalt shingles are put on a roof, either with a new home build or a reroofing project.
29. Q: How does the whole system work? A: When sunlight hits the solar cells in your DOW POWERHOUSE™ Solar
Shingle array, photons are absorbed, releasing electrons and creating electrical current. The electricity enters your home through a wire connected to the home’s solar inverter. The solar inverter converts the direct current (DC) to a usable alternating current (AC), which is fed into the electrical distribution panel to power your home. When a Monitoring System is integrated, you can see how much energy your system is creating and your home is using, as well as the savings you’re generating.
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ACHIEVEMENTS & ACCOLADESACHIEVEMENTS• 201350DisruptiveCompaniesList,MIT Technology Review. • 50HotProductsfor2013,Green Builder magazine.• 2012TopTenBreakthroughAward,Popular Mechanics.• Gold,EdisonAward,BestNewProduct.Internationallyrenowned
2012 Edison Awards.™• 50BestInventionsof2009,TIME magazine.
ACCOLADES
DEALERS’ QUOTES
“ Upgrading a traditional roof to a DOW POWERHOUSE™ solar roofing system is a smart home equity investment, and something I know our customers are interested in. Offering a reliable, high-quality product that provides a superior aesthetic look like this product will reshape the California residential roofing market.”
— Kasey Dority, President, Dority Roofing, Monterey, CA
“ There is no doubt that the DOW POWERHOUSE Solar Shingle will change the way central Texas homeowners and builders think about the roof.”
— Brad Beldon, President & CEO, BELDON Roofing Company, San Antonio, TX
“ When we learned Dow Solar was introducing its revolutionary DOW POWERHOUSE Solar Shingle in Austin, we wanted to be on the ground floor to offer this game-changing product to our customers. Electricity costs are on the rise, and a POWERHOUSE roof is a smart investment that enables homeowners to take control of their energy consumption.”
— David Phillips, President, Ja-Mar Roofing, Austin, TX
POWERHOUSE HOMEOWNER QUOTES
“ When I saw the seamless integration of the DOW POWERHOUSE Solar Shingle System, I knew it was something worth waiting for. I am proud to invest in my home with such an innovative and good-looking product. I expect that my POWERHOUSE roof will reduce my utility bills by about 40 percent and will increase my home value overall.”
— Bobby Ross, San Antonio, TX
“ We needed a roof and some way to make our electricity affordable. We wanted to integrate the two.”
— Cyndy Ann Madrigal, Folsom, CA
“ I saw a drawing of what (the Solar Shingles) would look like, and it hit me that they would be way more attractive than having big old solar panels.”
— Frank Madrigal, Folsom, CA
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Dow Solar Corporate Headquarters1605 Larkin CenterMidland, MI 48674
Main: 989.638.9629
CONTACT
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SCONTACTS
