Powerhouse Dynamics - Cleantech Kingpins

Total Home (Energy) Management
Martin Flusberg, CEO

The smart home has remained a dream for years, just over the horizon
What is needed is a “killer app” — a compelling use — and some government encouragement
The killer app . . . will be energy efficiency
Those devices will serve as remote controls that allow a person to see how much energy a house is consuming, at what cost and suggest heating, lighting and air conditioning settings to save money”
January 6, 2009

Analyst Views of Home Energy Management Market
Smart Grid Home Energy Management - A Lot of Activity Just Under the Radar!
TMCnet, Apr. 2010
Massive Business Growth Opportunities for the Home Energy Monitoring Market
Frost & Sullivan, Apr. 2010
Beyond some of the interesting start-ups, such as Tendril, Gridpoint, Gainspan, and Powerhouse Dynamics, Google has launched its Powermeter and Microsoft has announced its "Hohm" Energy Management System
17M Home Energy Mgmt. Systems to ship by 2014
ABI Research, Nov. 2009
Home Energy Management to reach 28M HHs by 2015
Pike Research, Nov. 2009

Energy Management Mismatch
Products in Market
Point solutions
Measure at whole house or outlet level
Present limited data, and do nothing to interpret it
Expect consumers to come to them
Typical Consumer
Takes a “holistic” view
Needs data at right level of granularity to be meaningful
Needs help analyzing & diagnosing
Energy is not top of mind: wants easy access to information

Total Home Management Services
Monitor energy use and production at the circuit level
Analyze and Recommend targeted, actionable efficiency and renewable strategies
Diagnoseand Alert on energy use, production, appliance performance, and safety issues
Control thermostats and devices to optimize use
Integrate with social media for users to share, advocate, interact, and compete
Deliver a Compelling User Experience – bringing information to the consumer

The eMonitorTM Platform
Hardware
Software
Services

Building on the eMonitor Platform
Monitoring
Solar Hot Water
Geothermal
Gas
Water
Security
3rd Party Controls
Hot Water Heater
Pool Pumps
Lighting
Irrigation
Doors
3rd Party Apps
iPad display
Control integration
Games
Carbon Footprint
Others TBD

Beyond Energy Management
Circuit-level monitoring & diagnostics enables managing the health (and costs) of home systems – a Home Dashboard:
Services
Performance monitoring
Actual vs. Rated
Over time
Maintenance history
User manuals
Alerts: Issues
Reminders: Maintenance; warranty
Notifications: Savings opportunities
Revenue Streams
Lead generation
Coupons and offers
Data aggregation & sale

Near Term Market
Frugal Goal Seeker
Willing to take modest actions but constrained by income
22%
Energy Epicure
High energy usage with little or no desire for conservation or control
Passive Ratepayer
Relatively uninvolved, uninterested or unableto take energy actions
26%
32%
21%
Energy Stalwart: 21%
Both income and desire to act on specific energy goals
Target Market of 20M+ homeowners in the US and Canada
Source: “Lighting the Way” – 2008 IBM report based on 5,000 person survey.

Affinity-Based Sales Channel
Already selling to this market
Related products and services
Installation capabilities
Less price-sensitivity
Interest in ongoing revenue stream
Utilities will be marketing, not sales partners
Green Builders/
Remodelers
Home Security
Services
Solar
Installers
Other Home
Services
Home Electronics
Integrators
Energy
Auditors

Dealer Locations as of 6/15

User Feedback
“The eMonitor is a robust and finished product. It's not just that it works once installed; it works flawlessly. I have not had a single gotcha, bug, UI display or data problem since I installed it and I can't tell you how rare that is. I've done product development for software companies and to have this system work like this out of the box is amazing.
The best part is that I know the exact energy footprint pattern of my entire house and can control it. I know what is waste vs. necessity. I have not lowered my living standards one whit, but I have completely eliminated expensive and unnecessary consumption.” – Chris Hunt, San Carlos CA

User Feedback cont’d
“I was amazed to find that my furnace accounted for 40% of my electricity usage. It turns out, I had inadvertently turned on the whole-house humidifier attached to the furnace, and it was sucking up energy like crazy. Now that the problem has been diagnosed and fixed, I am probably going to knock $70 off my bill for next month! Without the eMonitor, who knows how long it would have taken me to diagnose and correct the problem?” – George Twigg, Burlington Vermont
“After watching the market for several years, I was thrilled to find the eMonitor. The system has all the major features I was looking for: 1) individual circuit monitoring, 2) simple installation, 3) web based interface, 4) attractive price point. The eMonitor has provided a myriad of insights and takes homeowner awareness to a whole new level. Once you know what's really happening in your house, you are then empowered to do something about it.” – Adam Prince, Eastham MA

Thank you!
Martin Flusberg
martin@powerhousedynamics.com
617.340.6582

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Powerhouse Dynamics - Cleantech Kingpins

by Chris Williams on Jul 31, 2010

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Powerhouse Dynamics - Cleantech Kingpins — Presentation Transcript