EnableMi Groen2012 23 februari 2012

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Donderdag 23 februari 2012 heeft EnableMi samen met Solesta een workshop verzorgd op Groen2012 onder de titel: van innovatie naar verdienmodel. …

Donderdag 23 februari 2012 heeft EnableMi samen met Solesta een workshop verzorgd op Groen2012 onder de titel: van innovatie naar verdienmodel.

In deze werksessie hebben we met behulp van de CANVAS-methode gediscusieerd over de business case van Solesta zonneboilers. Welke bouwstenen in het business model zijn cruciaal en hoe zou het verdienmodel er uit kunnen en of moeten zien?

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  • .
  • So how are you going to do that….it’s easy…. Uitprinten….verzamel je collega’s…..geef hen markers en 3M post it memo’s.
  • .

Transcript

  • 1. Business Model Innovation Groen 2012 | 23 februari 2012 Elzo de Lange en Erik Matien
  • 2. Workshop van innovatie naar verdienmodel
    • Een goed idee, maar de stap naar de markt?
  • 3. Film EnableMi
  • 4. Programma Workshop Business Model Innovation
    • Context
    • Waarom Business Model Innovation
    • Hoe werkt Business Model Innovation en Canvas 15 - 20 min .
    • Kennismaking Zonneboilers
    • Workshop
    • Gezamenlijk uitwerken Canvas Zonneboilers 40 min.
  • 5. Business Model Innovation Film Business Model Innovation
  • 6. Business Model Innovation en Canvas Film Canvas
  • 7.  
  • 8.
    • Affordable
    • New home appliance
    • Status
  • 9.
    • Single family homeowner
    • Direct sales
    • City councils (new regulations, permits).
    • Faster payback than alternatives
    • Cheap wind
    • Green status symbol
    • Diversify energy portfolio
    • Faster payback than alternatives
    • Single family homeowner
    • House rental groups
    • Contractors in home remodeling
    • Direct sales
    • Web site
    • Home Depot
    • 5 yr full service Warranty
    • Want re-buy from customers
    • Asset sales
    • Wind
    • Cheap manufacturing process - Intellectual property
    • Need Initial capital
    • Endorsements by environmental groups, and local governments
    • Continue R&D
    • Get certifications
    • Get approvals from city councils
    • Environmental, bird, wildlife groups (regulations, publicity)
    • City councils (new regulations, permits).
    • Contractors
    • Cost-driven model to provide inexpensive, quality product
  • 10.
    • Affordable
    • New home appliance
    • Status
  • 11.
    • “ Hair On Fire”
      • “ I can either fix potholes and storm drains or keep paying $800,000 a year for electricity.” - Public Works Director Rick Moshier – Santa Rosa
    • City wide distributed energy grid
    • Local sustainable generation
    • 15 million city street lights
  • 12.
    • Cities
    • Retrofit wind turbine for street and highway lamps.
    • Build relationship with city engineers and council members
    • Retrofit wind turbine for street and highway lamps.
    • Create own wind turbines with pole manufacturers
    • Be owner of cheap green status symbol
    • Diversify green energy portfolio
    • Fast payback than alternatives
    • 5 year full service Warranty
    • After 5 years, service charge
    • Utility to manage after warranty expiration
    • Extended warranty option
    • Direct Sales
    • Service Calls
    • Leasing
    • Cheap manufacturing process - Intellectual property
    • $1.5 MM of capital to start manufacturing and distribution for year 1 and 2
    • Manufacturing Parts
    • Endorsements by environmental groups, and local governments
    • Continuous advertise and recruit new customers (city councils)
    • Build relationship with city engineers and council members
    • Understand customer, influencers, motivations, problems, competitors
    • Form partnerships for maximum reach
    • Submit bids for city RFPs
    • Continue R&D
    • Get certifications
    • Gain Credibility
    • Cost-driven model to provide inexpensive, quality product
    • Manufacturing costs and customer acquisition costs.
    • May consider in-house leasing option, if upfront costs is large obstacle for customer and sufficient funding obtained (must be in future)
  • 13.
    • Long purchase cycles
    • Utilities decoupled
    • Cities interest in financial options
  • 14.
    • Cities leasing
    • Developer -> Utilities -> City
    • Finance
    • Leasing, PPA
    • Direct Sales to wind developers?
    • Retrofit wind turbine for street and highway lamps.
    • Create own wind turbines with pole manufacturers
    • Be owner of cheap green status symbol
    • Diversify green energy portfolio
    • Fast payback than alternatives
    • 5 year full service Warranty,
    • After 5 years, service charge
    • Utility to manage after warranty expiration
    • Extended warranty option
    • Leasing, PPA
    • Direct Sales to wind developers?
    • Cheap manufacturing process - Intellectual property
    • R&D talent
    • Endorsements by environmental groups, and local governments
    • Finance
    • Continuously advertise and recruit new customers (city councils)
    • Build relationship with city engineers and council members
    • Understand customer, influencers, motivations, problems, competitors
    • Form partnerships (developers, cities, installers, maintenance) for maximum reach
    • Submit bids for city RFPs
    • Continue R&D
    • Get certifications
    • Gain Credibility
    • Cost-driven model to provide inexpensive, quality product
    • Manufacturing costs and customer acquisition costs.
    • May consider in-house leasing option, if upfront costs is large obstacle for customer and sufficient funding obtained (must be in future)
  • 15.
    • Mariposa, Tx
      • Eco-school
      • Demo site for sustainability
      • Want to pilot
    • Sundance, Ut
      • Ski resort is interested
      • Large energy budget
      • Green minded
  • 16. SOLESTA Barry Noij CEO Ontwikkeling, productie en verkoop van zonne-energie systemen
  • 17. Zonneboiler
      • Gepatenteerde opslag module (EU)
      • Duurzamer en MVO
      • Compacter
      • Betrouwbaarder
      • Goedkoper
      • Opslag voor warmte
      • Gemiddelde besparing van 200m 3 gas per jaar.
      • Besparing binnen de garantietermijn bedraagt € 1.490*
      • * Berekening zonder energieprijsstijging
  • 18. USP’s
    • Legionella veilig
    • Eenvoudige installatie, onder de tilnorm
    • Betrouwbaar, 10jr garantie, 25jr levensduur
    • Zonnestroom in dezelfde behuizing
    • Duurzaam, gerecyclede materialen
    • Systeem inclusief plaatsing v.a. € 1.600
    • Zelf installatie v.a. € 1.100
  • 19. Huidige markt Doelstelling 2020 Cijfes in aantallen zonneboilers Bron: Solar Thermal Markets in Europe (ESTIF)
  • 20. Met welk Business Model gaat Solesta de Nederlandse markt veroveren? Cijfes in aantallen zonneboilers Bron: Solar Thermal Markets in Europe (ESTIF) Huidige markt Doelstelling 2020
  • 21.  
  • 22.  
  • 23. Tot slot
    • Slides & uitwerkingen beschikbaar via: www.enablemi.com
    • Downloaden Canvas-model: www.enablemi.com
    • Meer info: www.businessmodelgeneration.com