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D.C. VeritasWeek 7: Revenue Model<br />
Business Plan Canvas<br /><ul><li>Build relationship with city engineers and council members
Understand customer, influencers, motivations, problems, competitors
Form partnerships for maximum reach
Submit bids for city RFPs
Retrofit wind turbine for street and highway lamps.
Use competitive, local, renewable energy, strong green symbol
Diversify energy portfolio,
Fast payback than alternatives.
Cities
Lighting Companies
Utilities
5 year maintenance and warranty
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E245 dcveritas week7

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  • Utility Marketing Services ManagerAssistant Director of UtilitiesPurchasing AdminProject Manager LED-RetrofitFormer City Council Member and Major
  • Worried about safetyNot innovative, but will back novel ideasFollows guidelinesThe less stress, the betterGreen educatedEnjoys planningWants to impress boss
  • What’s best for citizensUnderstanding works of entire cityMultitaskerHas technical degreeAlso strong leadership and managementNo BS attitude
  • http://www.windenergy.com/wind-power-case-studies/wind-power-case-study-grandprarie.htm
  • Beta LED: 5,000 successful locations in over 2,000 cities world wide
  • - long term operations liability - product doesn&apos;t work as expected - reduced performance from wind turbine - someone get&apos;s hurt from wind turbines either intentionally or accident- large overhead to maintain services- future price of electricity goes up, and we have promised at set price- financial loan - we default if not enough money- buyer default- timeline - permit process stalls, can affect meeting milestones,buyer can take action- buyer may terminate agreement- buyer can take over operations if fail to meet production targets for 60 days
  • Transcript of "E245 dcveritas week7"

    1. 1. D.C. VeritasWeek 7: Revenue Model<br />
    2. 2. Business Plan Canvas<br /><ul><li>Build relationship with city engineers and council members
    3. 3. Understand customer, influencers, motivations, problems, competitors
    4. 4. Form partnerships for maximum reach
    5. 5. Submit bids for city RFPs
    6. 6. Retrofit wind turbine for street and highway lamps.
    7. 7. Use competitive, local, renewable energy, strong green symbol
    8. 8. Diversify energy portfolio,
    9. 9. Fast payback than alternatives.
    10. 10. Cities
    11. 11. Lighting Companies
    12. 12. Utilities
    13. 13. 5 year maintenance and warranty
    14. 14. After 5 years, service charge
    15. 15. Utility to manage after warranty expiration
    16. 16. Extended warranty option
    17. 17. Environmental, bird, wildlife groups (regulations, publicity)
    18. 18. City councils (new regulations, permits).
    19. 19. Light manufacturers, installers to package product/services
    20. 20. Electricians, contractors, light maintenance for additional workforce
    21. 21. Cheap manufacturing process- Intellectual property
    22. 22. $1.5 MM of capital to start manufacturing and distribution for year 1 and 2
    23. 23. Endorsements by environmental groups, city consortiums for renewable energy, public utilities, city council planning department
    24. 24. Direct sales to the city or utility, and forming long term relationship for maintenance and replacements.
    25. 25. Cost-driven model to provide inexpensive, quality product
    26. 26. Manufacturing costs and customer acquisition costs.
    27. 27. May consider in-house leasing option, if upfront costs is large obstacle for customer and sufficient funding obtained.
    28. 28. Asset sales and service calls
    29. 29. Leasing</li></li></ul><li>Updated Business Plan Canvas<br /><ul><li>Build relationship with city engineers and council members
    30. 30. Understand customer, influencers, motivations, problems, competitors
    31. 31. Form partnerships for maximum reach
    32. 32. Submit bids for city RFPs
    33. 33. Retrofit wind turbine for street and highway lamps.
    34. 34. Use competitive, local, renewable energy, strong green symbol
    35. 35. Diversify energy portfolio,
    36. 36. Fast payback than alternatives.
    37. 37. Cities
    38. 38. Lighting Companies
    39. 39. Utilities
    40. 40. County – State Level
    41. 41. 5 year maintenance and warranty
    42. 42. After 5 years, service charge
    43. 43. Utility to manage after warranty expiration
    44. 44. Extended warranty option
    45. 45. Environmental, bird, wildlife groups (regulations, publicity)
    46. 46. City councils (new regulations, permits).
    47. 47. Light manufacturers, installers to package product/services
    48. 48. Electricians, contractors, light maintenance for additional workforce
    49. 49. Cheap manufacturing process- Intellectual property
    50. 50. $1.5 MM of capital to start manufacturing and distribution for year 1 and 2
    51. 51. Endorsements by environmental groups, city consortiums for renewable energy, public utilities, city council planning department
    52. 52. Direct sales to the city or utility, and forming long term relationship for maintenance and replacements.
    53. 53. Cost-driven model to provide inexpensive, quality product
    54. 54. Manufacturing costs and customer acquisition costs.
    55. 55. May consider in-house leasing option, if upfront costs is large obstacle for customer and sufficient funding obtained.
    56. 56. Asset sales and service calls
    57. 57. Leasing and PPA? (under review)</li></li></ul><li>Overview of the week<br />Understanding the “City”<br />Marketing<br />Utilities<br />Purchasing<br />Project Manager<br />Former City Council Member and Mayor<br />Archetypes<br />Product Overview<br />Competitor Analysis<br />Risk Assessments and Key Financial Metrics<br />
    58. 58. Project Process<br /><ul><li>Policies
    59. 59. Community Culture
    60. 60. State Mandates
    61. 61. City Budget Plan</li></ul>City Values<br />Planning Commission<br />Technical Evaluation and Recommendation<br />IDEA<br />Back to the envelop metrics<br />Request for Quote<br />City Council Approval<br />City Council “Pet-Project”<br />Finance Approval<br />
    62. 62. Archetypes – Decision Maker<br />City Councilman Doug<br />
    63. 63. Archetypes - Influencer<br />Eric the Engineer<br />
    64. 64. Archetypes – Influencer & Saboteur<br />Christine, Director of Public Works<br />
    65. 65. Competitors<br />DIRECT COMPETITORS<br />Urban Green Energy<br />Hybridyne<br />SouthWestWindpower<br />Some pilot projects<br />INDIRECT COMPETITORS<br />Grid<br />Other renewable options<br />
    66. 66. Value Proposition<br />Retrofit<br />LOCAL – Renewable energy<br />Cheaper compared to other alternatives<br />Green symbol<br />
    67. 67. Key Financial Metrics<br />Pricing<br />US $5,000<br />
    68. 68. RISK <br />1-3 yrs<br />3-5 yrs<br />Profit<br />PPA<br />≈19% profit<br />Leasing<br />≈15% profit<br />Asset Sale<br />≈12% profit<br />Risk<br />
    69. 69. QUESTIONS ?<br />
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