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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't work as expected - reduced performance from wind turbine - someone get'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

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