Increasing Solar Adoption - web.stanford.edu · Slide 2 SolarCity CONFIDENTIAL SolarCity’s Mission — Make solar power accessible and affordable enough to encourage millions of

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SolarCity CONFIDENTIAL

Increasing Solar AdoptionJonathan BassDirector of Communications, SolarCity

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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

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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

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Challenges to Solar Adoption

Cost Structure

Education / Awareness

Consumer Experience

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Education and Awareness

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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

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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

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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

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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

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Cost Structure

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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

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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

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Impact of Solar Leasing on CA Solar Market

Data Source: CSI, November 2010

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Consumer Experience

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An Integrated Service Model

A single source for solar and energy efficiency financing, design, installation, monitoring and maintenance

Financing Design Installation Monitoring & Maintenance

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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

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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

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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

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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

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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

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888.SOL.CITY I 888.765.2489 I SOLARCITY.COM

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Increasing Solar Adoption - web.stanford.edu · Slide 2 SolarCity CONFIDENTIAL SolarCity’s Mission — Make solar power accessible and affordable enough to encourage millions of