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E245 dcveritas week7
E245 dcveritas week7
E245 dcveritas week7
E245 dcveritas week7
E245 dcveritas week7
E245 dcveritas week7
E245 dcveritas week7
E245 dcveritas week7
E245 dcveritas week7
E245 dcveritas week7
E245 dcveritas week7
E245 dcveritas week7
E245 dcveritas week7
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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<br />
    • 2. Business Plan Canvas<br /><ul><li>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</li></li></ul><li>Updated Business Plan Canvas<br /><ul><li>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)</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. Project Process<br /><ul><li>Policies
    • 59. Community Culture
    • 60. State Mandates
    • 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. Archetypes – Decision Maker<br />City Councilman Doug<br />
    • 63. Archetypes - Influencer<br />Eric the Engineer<br />
    • 64. Archetypes – Influencer & Saboteur<br />Christine, Director of Public Works<br />
    • 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. Value Proposition<br />Retrofit<br />LOCAL – Renewable energy<br />Cheaper compared to other alternatives<br />Green symbol<br />
    • 67. Key Financial Metrics<br />Pricing<br />US $5,000<br />
    • 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. QUESTIONS ?<br />

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