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