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Cole hershkowitz chai_day5

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  • Day 1: Our idea and what we thought we would do and why.
  • Day 1: Our idea and what we thought we would do and why.
  • Transcript

    • 1. No. Of CustomersChai Energy Yesterday Utility 8 Ratepayers 1Helping homeowners feel green. This Week 30 24 Total 54 TEAM: Cole Hershkowitz Ka Suen Sam Jones (ME Undergrad) (Phys Undergrad) (EE Undergrad) Elisabeth Neigert Subhonmesh Bose Fei Yang Matt Church(Designer, biz dev) (CS PhD) (ME Undergrad) (business dev)
    • 2. Things We Learned• Utilities don’t buy unproven products• Large utilities are adverse to changing ideas• Municipal Power Companies are more receptive to 3rd party products• Every state has different incentives for demand response• Governing bodies mandate and allow utilities to implement• All Californians can already do demand response• Residential DR is not proven to be cost effective• DR must be automated and response time within 30 minutes• Customers want to care about sustainability but cost prohibited in entering monitoring• If too much work is involved then not worth it• Incentives can be provided to make people care
    • 3. Idea: We are providing simple energy metrics for homeowners.Why? • People care about their energy use. • People want to be green.How? • Read energy usage data • Disaggregate appliances • Suggest changes • Offer incentives • Connect homeowners to rebates • Provide TOU informationProduct? Mobile applications allowing homeowners to view information about their energy use and provide tips on how to maximize efficiency.
    • 4. Problems to Overcome “You cant manage what you dont measure”: How to get data?Power at 1 second intervals: Power at 1 hour intervals:Wattvision – 1000 on kickstarter Green Button – 10 millionZigbee Gateway – 20,000 pilots Utility MDMS data - 130 Tendril million Digi TED – 10,000 users• Disaggregation to • Demand Response tips appliance level • Rebates• Appliance level Tips • Customer education • Rebates • Load shifting • Energy eff. model • TOU• Alerts • Compare with other homes• Cost analysis
    • 5. Paths to DataUtility does not buy (Indep. app): Partner to Utilities (OEM): • Pilot test case for proof of • Convince the first customer concept • (Burbank/ LADWP) • Build customer base • Give them value to keep • Build & maintain them hooked communication platform • Push ads for money • Targeted advertisement • Push additional features: • Analyze data • Education • Demand Response • Advertisement
    • 6. Chai Energy Business Canvas – Day 5Key Partners Key Activities Value Proposition Customer Relationships Customer Segments • GettingData sources software out • Money Saved • Word of mouth • TED users • Reduce Energy • Yard signs • Medium/High energy• Utilities to people • Word of mouth use residents• Tendril • Data • Validate a green lifestyle • Community • Living in hot regions• oPower crunching • Understand appliance • Continued savings and • Green people• Wattvision • Getting energy use usefulness • College students• Digi energy • Better DR experience • Push notifications• TED Accessible Knowledge People who have the data Optional • Notifications money to be green andOptional: • Pilots care about their personalUtilities • Virtual badges impact on the• PG&E • Yard sign environment• LADWP • Simple usability• Burbank • TOU pricing reduction Channels Optional • Sustainable status symbol • App store • Demand Response • Appreciation for being green • Social media Aggregators • Flexibility • Community • Municipal utilities Key Resources Optional • Beta Testers • Customer engagement • Money TED devices • Customer Education • Behavioral • Demand Response psychology Optional tests • Direct sales • VARs with existing utility relationshipCost Structure Revenue Streams• Fixed cost of initial test • Free• Marketing app Optional• Hardware costs • Utilities will pay for a kWh reduction• Cost to reduce a kWh • 1st order – 1.25 per kWh • $3-$10 for one day reduction • Varying rate based on ISO and CPUC mandates
    • 7. Day 1Idea: Reduce the cost of demand response events for utilities by providingincentives to homeowners to respond.
    • 8. Day 2 - 4Idea 1 : Reduce the cost of demand response events for utilities by providingincentives to homeowners to respond.Idea 2 : Do a better demand response experience for homeowners bytargeting increased incentives and rewards with utilities paying us.Idea 3 : Sell entire package of experience for demand response to utilities andmaintain it for them.Idea 4 : Create a mobile application aimed at engaging customers for utilitycustomers.Idea 5: Engage customers directly to help them understand their energy use.
    • 9. What’s Next• Keep on going: www.myChai.co• New hypothesis: – Build exciting consumer products – Talk to more homeowners to find out what drives purchasing decisions – Find out what drove Nest, Prius, Solar panels• Contact hardware partners to get data – Wattvision, Digi, Exegen, TED, build ourown• Explore finding deep value within energy data – Utility, advertisers, homeowners
    • 10. Key Partners Key Activities Value Proposition Customer Relationships Customer Segments • SoftwareUtilities • Getting Partners to• PG&E sell DR to • Understand • Utilities that are• SCE • Getting energy • Word of mouth first movers• From: Money data appliance energy • Larger utilities • Direct through• Giving: Energy use community • They want us to reduction • Validate a green • Continued savings and boost our bottomData sources usefulness line lifestyle• Utilities • Through utilities• Tendril • Money/Savings• oPower • Reduce energy • Setup pilots, prove cost• From: Data effective DR. • Show positive results to Key Resources other utilities to grow • Green people • Beta Testers • Green influencers • Money for a DR Channels • College students test • Provide engagement • Homeowners want • Behavioral with homeowners to feeling rewarded phycology (optional) • Social media and and • DR (optional) • Community acknowledged for • Word of mouth being green • Direct salesCost Structure Revenue Streams• Fixed cost of initial test • We make money by charging utilities to reduce load and keeping• Cost to reduce a single kWh the difference of what we have to pay customers to reduce their• Cost utilities will pay for a kWh reduction (how that changes energy use. over the course of a year) • Pricing for consumers will be A-B tested using many different parameters including reward, social pressure, etc.
    • 11. Business Canvas 1Chai Energy Chai Energy Chai Energy Chai Energy Chai EnergyKey Partners Key Activities Value Proposition Customer Relationships Customer Segments • Software • Notifications - • Utilities that areUtilities • Getting Partners to • Competition of energy • Word of mouth first movers• PG&E sell DR to saving • Direct through • Larger utilities• SCE • Getting energy • Homeowners not community • They want us to• From: Money data feeling rewarded and • Continued savings and boost our bottom• Giving: Energy and acknowledged for usefulness line reduction being green • Through utilitiesData sources • Leveraging• Utilities homeowner behavior • Setup pilots, prove cost• Tendril to reduce energy effective DR.• oPower • Show positive results to• From: Data Chai Energy other utilities to grow • Green people Key Resources • Green influencers • Beta Testers Chai Energy • College students • Providing energy • Homeowners want • Money for a DR (reductions) at a low Channels test to feeling rewarded cost during peak • Social media and and • Behavioral demand times • Community phycology acknowledged for • Effective customer • Word of mouth being green engagement • Direct salesChai Energy Cost Structure Chai Energy_Revenue Streams• Fixed cost of initial test • We make money by charging utilities to reduce load and keeping• Cost to reduce a single kWh the difference of what we have to pay customers to reduce their• Cost utilities will pay for a kWh reduction (how that changes energy use. over the course of a year) • Pricing for consumers will be A-B tested using many different parameters including reward, social pressure, etc.
    • 12. Chai Energy Business Canvas – Day 2Key Partners Key Activities Value Proposition Customer Relationships Customer Segments • SoftwareUtilities • Getting • Competition • Word of mouth • Aware of energy• PG&E Partners to • Energy reduction • community use• SCE sell DR to • Money • Continued savings • Med. energy use• From: Money • Getting • Sustainable status and usefulness• Giving: Energy energy data symbol • Push notifications • Green people reduction • Appreciation for being • Through utilities • College studentsData sources green • Green ack.• Utilities • Pilots • Flexibility• Tendril • Low DR price point• oPower • On the fence • Use SCE as social• From: Data • Better DR experience greenos proof • Notifications • Virtual badges • Yard sign Channels • Simple usability • Social media Key Resources • Peak load reduction • Community • First movers • Beta Testers • Customer engagement • Word of mouth • Larger • Money for a • Justify smart meters • They want us to • Yard sign DR test • Lower cost DR boost our • Behavioral phycology bottom line • DR Analytics • A-B testing • Direct salesCost Structure Revenue Streams• Fixed cost of initial test • Free• Cost to reduce a kWh • Utilities will pay for a kWh reduction • $3-$10 for one day reduction • 1st order – 1.25 per kWh • A-B test and optimize
    • 13. Chai Energy Business Canvas – Day 3Key Partners Key Activities Value Proposition Customer Relationships Customer Segments • SoftwareUtilities • Getting • Money Get • Green people • Sustainable status • Utility mailing • College students• PG&E Partners to Keep• SCE sell DR to symbol • Tips• From: Money • Getting • Appreciation for being • Push notifications • Energy Aware• Giving: Energy energy data green • Med. energy use • Continued savings reduction • Flexibility Grow • Hot regionsData sources • Word community • SCE Tier 5• Utilities • Word of mouth• Tendril • Better DR experience • On the fence • Yard signs• oPower • Notifications greenos • Through utilities• From: Data • Virtual badges • Yard sign Get • Pilots • Simple usability Keep • Low DR price point • TOU pricing reduction Grow • Use SCE as social proof Channels • Utility’s channels Key Resources • Peak load reduction • App store • First movers • Beta Testers • Customer engagement • Social media • Larger • Money for a • Community • Justify smart meters • Municipal utils. DR test • Lower cost DR • Word of mouth • They want us to • Behavioral phycology • DR Analytics • Yard signs boost our • A-B testing bottom line • CPUC Mandates • Direct sales • VARs with existing utility relationshipCost Structure Revenue Streams
    • 14. Chai Energy Business Canvas - 4Key Partners Key Activities Value Proposition Customer Relationships Customer Segments • Software • Money • Word of mouth • Aware of energyUtilities • Getting • Sustainable status symbol • Yard signs use• PG&E Partners to • Appreciation for being green • Word of mouth • Med. energy use• LADWP sell DR to • Flexibility • community • Hot regions• Burbank • Getting • Better DR experience • Continued savings and• SCE energy data • Notifications usefulness • Green people• From: Money • Virtual badges • Push notifications • College students• Giving: Energy • Yard sign • Through utilities • Green ack. reduction • Simple usability • Pilots • TOU pricing reduction • On the fenceData sources • Low DR price point • Knowledge greenos• Utilities • Use SCE as social proof• Tendril• oPower• From: Data Channels • First movers Key Resources • Peak load reduction • Larger • Utility’s channels • Municipal utilities • Beta Testers • Customer engagement • Mailings • Money for a • Justify smart meters • They want us to • App store boost our bottom DR test • Customer Education • Social media • Behavioral • Lower cost DR line • Community phycology • DR Analytics • A-B testing • Word of mouth • Yard signs • Direct sales • VARs with existing utility relationshipCost Structure Revenue Streams• Fixed cost of initial test • Free• Cost to reduce a kWh • Utilities will pay for a kWh reduction • $3-$10 for one day reduction • 1st order – 1.25 per kWh • A-B test and optimize • Varying rate based on ISO and CPUC mandates
    • 15. Chai Energy Business Canvas – Day 5Key Partners Key Activities Value Proposition Customer Relationships Customer Segments • GettingData sources software out • Money Saved • Word of mouth • TED users • Reduce Energy • Yard signs • Medium/High energy• Utilities to people • Word of mouth use residents• Tendril • Data • Validate a green lifestyle • Community • Living in hot regions• oPower crunching • Understand appliance • Continued savings and • Green people• Wattvision • Getting energy use usefulness • College students• Digi energy • Better DR experience • Push notifications• TED Accessible Knowledge People who have the data Optional • Notifications money to be green andOptional: • Pilots care about their personalUtilities • Virtual badges impact on the• PG&E • Yard sign environment• LADWP • Simple usability• Burbank • TOU pricing reduction Channels Optional • Sustainable status symbol • App store • Demand Response • Appreciation for being green • Social media Aggregators • Flexibility • Community • Municipal utilities Key Resources Optional • Beta Testers • Customer engagement • Money TED devices • Customer Education • Behavioral • Demand Response psychology tests • Direct sales • VARs with existing utility relationshipCost Structure Revenue Streams• Fixed cost of initial test • Free• Marketing app Optional• Hardware costs • Utilities will pay for a kWh reduction• Cost to reduce a kWh • 1st order – 1.25 per kWh
    • 16. Your 1st Day Presentation – Slide 2

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