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S liculture              Products that enable greater land productivity               — electricity generation AND agricul...
Soliculture – Initial Canvas                      Product Design                                                          ...
screen, use the "Print" link next to the map.                                                                             ...
What some of our Customers are Telling Us                                        Annual          Desired PayCompany       ...
Nurseryman’s Exchange                                            Lighting for mini roses:                                 ...
Soliculture – iteration                      Product Design                                                               ...
World Map of our Customers                              US Average                  CA #1       $0.10 kWh                 ...
Putting Numbers to the Value PropositionsWe have two main customers:1) Growers who want to zero out their power bills (Net...
Soliculture Payment Flow                                                                        Nursery                   ...
Soliculture Final                      Product Design                                                                     ...
Soliculture Market Size1,2,3Annual TAM (in billions)                         Annual Target (in millions)        0.3B      ...
S liculture        Soliculture’s price: $2/W installed       Competitor’s price: >$3/W installedLower costs achieved throu...
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Soliculture NSF Final Presentation

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Transcript of "Soliculture NSF Final Presentation"

  1. 1. S liculture Products that enable greater land productivity — electricity generation AND agriculture — with PV installations over food, biofuel, water, and flower crops Number of Customers 98Story Videohttp://www.youtube.com/watch?v=PD Carley Corrado Sue Carter Glenn Alers (EL) (PI) (IM)fS2rOCzXg&feature=youtu.be
  2. 2. Soliculture – Initial Canvas Product Design Greenhouse Growers Manufacturing Personal AssistanceSales Channels Increased Profits Farmers Sales & Marketing CommunitiesMaterial Suppliers Cost Reduction Utilities Installations Technical support Greater Productivity GovernmentsContractManufacturers Reduce Risk InstallersGrowers Custom Design Intellectual Property Improve Branding Employee Expertise Direct Sales Facilities Partner Sales Material Expenses Product Sales Contract Manufacturing Product Leasing Fixed Costs Service Contracts
  3. 3. screen, use the "Print" link next to the map. To see all the details that are visible on the screen, use the "Print" link next to the map. Soliculture Customer Discovery: Face to face Shafer ZD Wines Belmont Houweling Rieter Grolink Jacobs Farm Floranova PP& Windset Suncrest Everbloom Colorama Nurserymans Ocean Breeze KB Farms Four Winds Maximum Sun Valley Group Eurofloria Altman Rocket Farms Westerlay Paul Ecke Ranch Matsui Green Valley FloriculturaCustomer Discovery by Phone: Kula Dave’s Tomatoes, Greenheart Farms, Village Farms, Abalone Farm,Sun Valley Group (Arcata), Green Fields Forever, Takao Nurseries, Speedling,©2012 TerraMetrics, Hilo Orchid Farm, - Imagery Colorspot, Map data ©2012 Google, INEGIHawaiin Orchid Nursery, Aikane Nursery, Monsanto, Hollandia, Plant It Hawaii
  4. 4. What some of our Customers are Telling Us Annual Desired PayCompany Main Crop Electricity $ Back years CommentsFour Winds citrus $6000 5 Trial at UCSC, NewShafer & ZD Wines grapes ~$50,000 4 to 20 NewSun Valley Group Variety/Gerbera $200,000 5 Trial, RetrofitEverbloom Berbera $34,000 5 Trial, RetrofitHouweling tomatoes $400,000 10 Trial, RetrofitReiter Berries Unknown 3 to 5 Trial, NewGrolink Pointsettas $100,000 5 Trial, RetrofitAltman Plants variety Unknown 3 Trial at Non-ProfitPaul Ecke Ranch Pointsettas Unknown <7 RetrofitBelmont Nursery variety $50,000 4 to 8 years RetrofitJacobs Farm herbs $50,000 3 to 5 Trial, RetrofitGreen Valley roses $150,000 <5 years RetrofitWindset Farms tomatoes Unknown 6 max Retrofit + NewFloricultura Orchid media $34,000 5 RetrofitKB Farms Cut flowers Unknown 5 Trial, RetrofitRocket Farms diverse $400,000 5 Trial, RetrofitNurseyman Exch flowers $1,000,000 5 Trial, Retrofit Majority of customers are telling us: 5-year payback, retrofit, and data on how panels impact their plants will be required prior to purchasing.
  5. 5. Nurseryman’s Exchange Lighting for mini roses: 100 W/m2 $1 million/year Electricity Bill“It should be illegal how much electricity we use.”
  6. 6. Soliculture – iteration Product Design Greenhouse GrowersMaterial Suppliers Manufacturing Lower-cost clean Personal Assistance Electricity FarmersContract Sales & Marketing CommunitiesManufacturers Increased Profits Utilities Installations Technical support Greater Productivity GovernmentsGrowers Theft/Vandalism Partner Sales InstallersGovernments protection Intellectual Property GH Manufacturers Reduce Risk Ag Distributors Employee Expertise PV Installers Custom Design Ag/PV Financers Facilities Plant Trial Data Improve Branding Direct Sales Material Expenses Product Sales Contract Manufacturing Product Leasing Product Trial Installations Service Contracts
  7. 7. World Map of our Customers US Average CA #1 $0.10 kWh $0.12 kWh TX #3 $0.05 kWh FL #2 $0.05 kWh Hawaii $0.23 kWhJapan US Europe$0.42 kWh $0.10 kWh $0.20 kWh -50,000 hectares 5,000 hectares $0.40 kWh >100,000 hectares
  8. 8. Putting Numbers to the Value PropositionsWe have two main customers:1) Growers who want to zero out their power bills (Net-metering).2) Growers who want to make money from their land through power-purchase (Feed-in Tariff). Pay Back Installed 30% ITC + Net System Annual Annual Pay Back Average yearsPower Type System other install cost Electric Deprec years $/kW-hr 2 incentives $/m2 2 2 +$5/m2 Cost $/m $/m $/m (PV Only) cropsPG&E Net-metering 0.12 100 40 60 11 3 4.3 3.2Hawaii Net-meter/FIT 0.25 110 36 74 23 4 2.7 2.3PG&E Feed-in Tariff 0.10 80 34 46 9 2 4.2 NAJapan Feed-in Tariff 0.42 120 NA 120 29 NA 4.1 3.5 Higher prices in Hawaii/Japan represent higher transport and channel costs. Even with <5 year pay-back, upfront costs are high ($200,000 for a 100 kW system). Some growers can’t afford this unless we provide financing or leasing options.
  9. 9. Soliculture Payment Flow Nursery Farmers $80 to $120/m2 Wholesalers $100 to $200/m2 Cost of partner channels Agriculture may be too high for most US Greenhouse Suppliers markets to meet value v Manufacturers 10% to 25% cut 10 to 25% cut proposition and assure profit. PV financers willInstallation of panels Soliculture: Solar Solutions for Ag Industry allow us to sell Product Cost: <$1.6/W installed ($64 to $160/m2) product towill largely be done Selling Price: $2.0/W installed ($80 to $200/m2) growers whoby growers,eliminating this cost. can’t afford high upfront payment Electronics Supply Contract Materials Suppliers Financers + Install Labor Manufacturer $28 to $74/m2 $1 to $5/m2 $10 to $35/m2 $5 to $40/m2
  10. 10. Soliculture Final Product Design Greenhouse GrowersMaterial Suppliers Manufacturing Lower-cost Personal Assistance Electricity FarmersContract Sales & Marketing CommunitiesManufacturers Increased Profits Utilities Installations Technical support Greater ProductivityGrowers Theft/Vandalism Direct Sales (retrofitFinancers protection & US) Intellectual Property Employee Expertise Partner SalesGovernments & (new & International)Solar Lobby Groups Facilities GH Manufacturers Ag Distributors Plant Trial Data Ag/PV Financers PV Installers Material Expenses Product Sales Contract Manufacturing Product Leasing Product Trial Installations Service Contracts
  11. 11. Soliculture Market Size1,2,3Annual TAM (in billions) Annual Target (in millions) 0.3B US Greenhouse 15M 10B 100M US Crop Covers Japan Greenhouse30B 10B 300M 100M Europe Greenhouse1Farm and Ranch Irrigation Survey (2003), USDA, Issued November 20042Existing Greenhouse area in m2 * $120/m2 (Europe and Japan)3Does not include China, South Korea, Australia, Africa, Middle East, Canada, Russia, India, South America or large Solar Power Plant installations
  12. 12. S liculture Soliculture’s price: $2/W installed Competitor’s price: >$3/W installedLower costs achieved through free land, free frame, free glass, replacing expensive PV and installation labor
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