2. I. Prospect Information
A. Company Name: StraightUp Solar
B. Type of Business:
NAICS Code - 221114 - A private company that sells and installs solar panels SIC Code - 4911
- Electric Services
StraightUp Solar corporation is energy integrated, and since 2006 has been the premier regional
solar company. StraightUp Solar is passionate about bringing clean solar energy to the world.
They provide affordable ways for residential and commercial customers to purchase solar
panels. Straight Up Solar tunnel visions on having top of the line workmanship, since they are
the industry leading in a 10 year workmanship warranty.
Straight Up Solar’s mission revolves around helping communities create a sustainable future
through long lasting partnerships in the St Louis region by offering solar integrations with
customer service at fair price. With three NABCEP certified solar professionals on staff,
StraightUp Solar is recognized as a top growing business in Missouri. StraightUp Solar focuses
on the community and the environment and for each system that is installed StraightUp Solar
donates $25 to Ozark Regional Land Trust along with another $25 contribution to renew
Missouri’s efficiency and renewable energy policy.
C. Prospect’s Name: Dane Glueck
D. Job Title: President
E. Other Influential Individuals within buying firm:
Name, Job Title Department
Role in Purchase
Process
Jeff Schmidt Installation Lead Designer
Eric Swillinger
Sales
VP of
Business
Operations
User/influencer
John Hulse
Director of
Business
Development/influencer
3. F. Key Facts you know about the company and/or buyer:
Straight up Solar is based out of St. Louis, Missouri with a second branch in Swansea,
Illinois, as a result they distribute primarily to the St. Louis region, this includes Missouri and
parts of Southern to central Illinois. They are a highly value driven company and like to give
back to the community often. Straight Up Solar sells and installs both residential and commercial
units. They prefer to hire locally and promote jobs in the region. Straight up solar has a corporate
social responsibility program where they donate solar lights to Africa for every installation that
they make in the US. A large tenant of the company is providing high quality goods and services.
They offer a selection of high quality solar panels trying to stick to industry leaders. In addition,
their employees are certified by the North American Board of Certified Energy Practitioners
which provides certification and quality standards for the renewable energy industry. Straight Up
Solar currently has some Sunpower products that it offers.
G. Buying Decision type and why:
We have selected a Modified Re-Buy decision as they already offer some of our products
including some of the e-series solar panels. As Straight Up Solar endeavors to provide its
customers with high quality product, I believe that straight up solar would be a good fit with
them. This is because we are the industry leader in manufacturing high quality solar energy with
superior efficiency by 44% compared to the average industry panel. Another part of Sunpower’s
quality is the durability of its panels which have been designed with sturdier joinings to make
them more corrosion resistant as well as the use of Maxeon cells which eliminate the standard
striping of aluminum paste which will flake off and harm efficiency.
H. Anticipated Buyer Needs
4. Type of Need
Anticipated
Buyer’s Needs
Why/How Important?
Functional &
Psychological
Improve solar panel
performance
-Most important since Straight Up Solar’s
main focus is to bring environmental clean
energy to the world. Providing the state-
of-the-art technology is a key element to
grow and maintain the company’s goals.
The product needs to be convincingly
advanced so that the board the directors
can trust the enhancements they will be
receiving.
Psychological &
Functional
Enhance
Operational
Efficiency
-Very important to provide better quality
technology. Increase the amount of energy
produced with less surface area taken by the
solar panel.
-Timely support services.
- Warranty program provides peace of
mind as well as replacement so that
functionality is not lost.
Psychological & Social
Reliable and
Protected &
Aesthetically
Appealing
-Important to be safe from different
weather conditions. Provide reliable clean
energy. Designs are made to absorb more
sunlight while providing a sharp clean
look.
Cells are smaller than industry average
while being more efficient, this allows
them to take up less space on the building
and be less noticeable.
Functional &
Psychological
Eliminate cells
failure
-Important because conventional cells
lose power overtime due to breakage and
corrosion. Maxion cell design prevents
these from happening, which makes the
SunPower cell eliminates 85% of the
reasons conventional cells fail, namely
erosion and loss of metal paste, giving the
consumer peace of mind for any risk for
switching to SunPower.
II. Sales Call Objectives
5. Adapt-Related Objective Final Presentation Objective
Determine how existing product and
service offerings have been faring with
the company. This will provide us with
information on how best to modify both
our products and services for Straight
Up Solar’s needs. In addition it shows a
willingness to improve our services for
the company. This will in turn strengthen
the relationship with Straight Up Solar by
demonstrating interest and empathy.
Determine from company if we were
able to satisfy all the expectation that
they had. Knowing this will inform us if
we had understood correctly everything
that Straight Up Solar had been asking
for during our initial questioning. It will
also let us know if we have to put any
additional effort into communicating with
the company in the future or repairing the
current relationship. Additionally it will
tell us what to expect next time we sell
to them so that we can more effectively
anticipate their needs. If we did not provide
the expected services, this will help us to
know where we missed the mark and we
can improve upon that for the future.
Determine what features customers
are demanding for their solar systems.
This will allow us to know what exactly
the end-users require from the product.
By knowing this, we can offer the sort
of panel that best fits Straight Up Solar’s
needs whether that is the improved x-
series panels or if the end-user merely
desires the current e-series. This will
tell us what product is best both for the
company and for the end user while also
providing us with important customer
information so that we can continue to
improve the products that we offer.
Determine where the company sees
itself in the next 5 years. Knowing this
information will allow us to know what
the long term goals for Straight Up Solar
are. Keeping said goals in mind will allow
us to know what their long term goals are
which would allow us to provide services
more tailored to where they want to be. In
addition it will give us an idea about how
Determine if the company believes
it is on the right track to achieve its
objectives. This will let us know how
valuable we are to the company as a
supplier and if we can actually help them.
If we are, then it shows a stable and secure
6. much they intend to expand and where
they want to take their company. We can
use these goals to overcome their existing
problems and the asking in and of itself
shows and interest in Straight Up Solar by
us as well which will help strengthen the
relationship.
relationship, if we are not we can begin
questioning to determine how we could
become more valuable to the company.
III. Identification of total market offering
Sunpower
SunPower Corp. (NASDAQ: SPWR) designs, manufactures and delivers the highest efficiency,
highest reliability solar panels and systems available today. Residential, business, government
and utility customers rely on the company’s quarter century of experience and guaranteed
performance to provide maximum return on investment throughout the life of the solar system.
Headquartered in San Jose, Calif., SunPower has offices in North America, Europe, Australia,
Africa and Asia. For more information, visit www.sunpower.com or cantact their headquarters at
(408) 240-5500. There are also offices throughout California and in Texas, Oregon, Hawaii, and
New Jersey.
Sunpower excels in solar innovation, operating with other businesses, government, and
homeowners. Seasonal and location is a big factor in decisions and process of installing
SunPower’s solar panel technology, which is why their global headquarters are based in Silicon
Valley. But has a strong infrastructure system to provide products across different regions.The
industry for solar panel technology is very vast, which is why SunPower has over 200 patents
for solar technology and provides free consultation and handle permitting along with paperwork
and installation. Another area of excellence for Sunpower is their financing options and warranty
program. High end solar panels are expensive so Sunpower provides different options for end-
users. They can lease the panels, where the end user pays to rent the panel and use the energy
that it provides. Another option is leasing where you purchase the panels and then pay monthly
for a period of 5-20 years. The final option is just the purchase of the solar system. Sunpower
also provides an exceptional warranty. Whereas the industry average is only 10 years, Sunpower
offers a 25 year warranty on its panels. In the event of a failure, it will pay for removal of the
existing panel and shipping and installation of the new unit. In addition to this they also provide
a monitoring system for all of their panels that can be accessed online to show performance.
SunPower stocks were “burning up”, according to Los Angeles Time’s article in 2013
mentioning SunPower’s stock surge after Warren Buffett buys California plants. Another Article
7. by Los Angeles Time shows that Google Inc. now is a partner with solar panel maker SunPower,
investing “up to $250 million in leasing solar systems to homeowner”. The type of business
SunPower offers is powerful, abundant, and increasingly cost-effective clean and renewable
energy. There is tremendous potential, since only about .01% of the Earth’s land covered with
10%- efficient solar cells is needed to provide the whole world’s current energy needs.
Total Market Offering –
FAB Matrix
Prospect’s Need or
Buying Motive
Feature Advantage
Benefit
Performance
Maxion Cells and compatible
inverters.
Maxion cells are
engineered without
traditional aluminum
paste allowing long term
performance as well as
a better base efficiency
in solar absorption. Pairs
with high efficiency
inverters to transfer DC
from panel to usable AC.
Combined these allow
the end-user maximum
performance out of the
solar installation taking
in the most sunlight and
losing little in the transfer
to usable energy.
Efficiency
Each solar panel contains
maxeon cells
Absorbs more sunlight and
last longer while not being
an eyesore since the solar
panels don’t require the
lines on the cell.
The new cells can now
take less space and longer
life expectancy while
gathering more energy.
Reliable and protected 25 Year Warranty
150% industry average
warranty and offers free
removal, shipping, and
installation of replacement
parts.
Panels will be replaced
at no cost in the event of
failure. Allows for long
duration peace of mind
over investment.
Eliminate waste and
failure
Includes a solid copper backing
along with thick connectors in
each solar panel device
Impervious to corrosion,
while the connectors help
with strain relief due to
change in temperature.
Longer Lasting, protected
and more reliable.
Need #1: Performance The need for high performance solar panels is important because
they are built to provide electricity. As such, a high level of performance is required of them to
meet a large and existing demand. The performance of the solar panel is improved with the use
8. of Maxion cells. These provide high outputs of electricity with 19% for the e-series and 25%
for the x-series. The inverters are also high performance and are necessary to convert the solar
energy into a usable form. This benefits the consumer through providing them with the highest
levels of electricity possible from their panels.
Need #2: Efficiency When considering the need for better efficiency, it’s important to
understand technology keeps advancing. SunPower offers this new improved technology
that allows the consumer to store more reliable energy. The new cell material now gathers
more sunlight in a smaller area allowing any business to have a competitive advantage. This
new technology may allow consumers, who didn’t have enough surface area on their roofs
the ability to have clean solar energy. According to SunPower Newsroom, companies such
as Verizon has invested nearly $140 million and an additional $40 million to expand the on-
site green energy program that SunPower has designed and manufactured to deliver Verizons
needs. This new more efficient cell along with the investment will have enough energy to
power over 8,500 homes annually while offsetting 22,000 metric tons of carbon dioxide
annually. With SunPower becoming more efficient more businesses and companies have
invested in the new technology.
Need #3: Reliable and Protected
The design of maxion Gen 3 cells with their copper backing and stronger connectors provides
increased reliability to the cells themselves. A Provisions Technology survey showed that
the reliability of the panels extends for 40 years. Reliability there is described as “99% of
units producing 70% of output.” (Sunpower 40-Years Useful Life. Pg. 1). The cells continue
to be reliable throughout weather conditions whether humid or dry with some of their worst
performance being do to heat cycles. Though this is still above the industry average. The
warranty it provides is also 25 years versus the norm of 10 and provides complete replacement
at no cost to the end user or installer. What this means in the terms of advantage is that the
installer will be making fewer replacements and having longer satisfied customers which will
help in maintaining consumer relationships.
Need #4: Eliminate Waste and Failure
Such features as the thick connectors and solid copper backing offers businesses failure
resistant and secure investments that other businesses can’t. The patient design brings the
consumers and businesses constant peace of mind when they purchase from SunPower.
Minimizing waste and reducing failure will increase profits and customer reviews. Having
over 200 patients will allow SunPower to stay ahead of the pack and adjust if needed to any
competition. The chance of failure is significantly reduced due to the cell design, which helps
cut replacement cost and eliminate failure such as cracks due to weather swings.
9. IV. The Competitive Situation Profile
Key
Competitors
Strengths Weaknesses
First Solar
● Lowest cost for high efficiency
● Focus on maximizing value while
minimizing risk
● Global leader for solar energy
● First solar panel manufacturing
company to lower cost to 68 cents
per watt, a third of the price to other
manufacturers
● Strategy doesn’t involve any type of
premium
● Doesn’t offer any business to
customers transactions
● Restructuring efforts impacted First
Solar which led to a net loss of
$96.3 million in 2012
● Lower overall efficiency when
compared to other solar companies
due to cheap material.
Sharp
● Large supply of capital from other
industries.
● Brand equity and loyalty.
● Strong warranty program.
● Relatively high wattage panels
● 50 years experience
● Distracted by many other industries,
lacks specialization.
● Larger cells
● Less efficient than industry leader.
● Less durable units
First Solar:
First Solar is the produces the largest amount of solar energy for the U.S. at 13%. The goals
of the company is to focus worldwide on their efforts to provide clean energy for large cities
such as Los Angeles. Being the number 1 in the market shows how strong and ahead the
company is when compared to others in the same industry. Clean energy is the future and a
necessity so heavy investments from other country’s governments, such as japan has helped the
company take off and excell. The company, First solar is working on providing solar electricity
to levels that compete on a non-subsidized basis with the price of retail electricity throughout
the world. First solar has utilize it’s strength of providing the cheapest cost for efficiency in
the industry, which has helped secure it the top spot in the market. The lack of business to a
household customer shows their focus on a macro level scale of operations only. First Solar is
at a huge disadvantage when it comes down to the type of technology they provide with solar
cells, causing many of their cells to stop working properly due to weather shifts. Another key
10. element that hurts First Solar is that their cell to square foot absorption is lacking compared
to many other companies, which explains why they only operate with large companies and
governments, rather than small homes.
Sharp Solar #2:
A division of Sharp electronics, the solar portion of SHarp provides high quality solar panels
with the ability to mass produce them. They were the industry leader for solar technology in
2014 and have upwards of 50 years experience in the industry. They also offer high production
units at 240 watts that are competitive in the industry average. They have a very extensive
distribution chain due to their size as a company and involvement in other industries. The
disadvantages that they suffer are mainly due to their products, though good for the industry
they do not compare to Sunpower’s panels in terms of size or efficiency per panel. This is due
to their inability to specialize in the industry, unlike Sunpower’s main focus being solar energy.
Multi-attribute
Competitor
Comparison
Feature SunPower
First
Solar
Sharp
Imp Perf I*P Imp Perf I*P Imp Perf I*P
Technology Performance 8 10 80 8 6 48 8 7 63
Cost Efficient 8 5 40 8 10 80 8 8 64
Reliability 9 10 90 9 7 63 9 9 81
Ease of installation 6 8 48 6 6 36 6 8 48
Low Failure Rate 9 10 90 9 6 54 9 7 63
Total Score 348 281 319
V. ADAPT Sequence
Need #1: Performance
Assessment Question: What are your customer’s current energy demands?
Discovery Question: How do your customers feel about your current solar panels?
Activation Question: What is the most a supplier can do for you to exceed your
expectations?
11. Projection Question: What would life be like if you didn’t have to worry about the cells
performance?
Transition Question: Can we agree that there is room for improving your performance in
the cells of the solar panels?
Need #2: Efficient Cost
Assessment Question: How much are your customer’s willing to pay, and what financing is
available?
Discovery Question: How frequently do you have to offer repair services?
Activation Question: How do you think this affects your customer’s perception of your
company?
Projection Question: How many more installations could you make if you offered
customers the most efficient panels?
Transition Question: Would you be interested in offering your customers the highly
efficient and durable x-series?
Need #3: Reliability
Assessment Question: What are the most requested features for solar panels?
Discovery Question: What’s the average lifespan of the panels you install?
Activation Question: What do you expect from the panels you install?
Projection Question: What could you do with the time and money saved from the less
replacements and maintenance?
Transition Question: So, we can agree that this is a problem that could be fixed and as a
result could increase sales?
Need #4: Secure life expectancy due to low failure rate
Assessment Question: What features are you looking to offer your customers and possible
prospects?
Discovery Question: Have there been any issues with your current solar technology?
Activation Question: How does this affect your business practices?
Projection Question: What could you do with the money saved by a supplier offering a
warranty twice as long as the industry average?
Transition Question: Do you agree you could benefit from a more secure and low failure
rate solar cell panel?
12. Works Cited
"Sharp's Proprietary Innovation in Surface Texturing Increases a Solar Modules Light
Absorption Increasing Its Capacity to Generate Power."Sharp Solar Panels. N.p., n.d.
Web. 24 Sept. 2014.
"Solar News." Solar News | Latest Solar Power and Renewable Energy News. N.p., n.d. Web.
24 Sept. 2014.
"StraightUp Solar." Straight Up Solar RSS. N.p., n.d. Web. 24 Sept. 2014.
"SunPower Homepage." SunPower. N.p., n.d. Web. 24 Sept. 2014.
"Taking Energy Forward." Vertically Integrated Utility-Scale PV Power Solutions Provider.
N.p., n.d. Web. 24 Sept. 2014.
“Sunpower Module - 40 Years of Useful Life.” http://provisiontechnologies.com/wp-content/
uploads/2014/01/SunPower-Module-40-Year-Useful-Life.pdf. N.p., n.d. Web. 24 Sept.
2014.
