From Technology to Product

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From Technology to Product: Small Solar Growing Big by Ben Tarbell at SVPMA Monthly Event August 2009

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From Technology to Product

  1. 1. From Technology to ProductSmall Solar Growing Big Slide ‹#› SolarCity CONFIDENTIAL
  2. 2. HistorySlide 2
  3. 3. ConservationSlide 3
  4. 4. SustainabilitySlide 4
  5. 5. Cleantech “Abundance by Design” -RMISlide 5
  6. 6. ContextSlide 6
  7. 7. The Energy Imperative 100000 United States 10000 GDP Per Capita 1000 Ethiopia 100 100 1000 10000 100000 1000000 Energy Use Per Capita Sources: World Resources Institute; International Monetary FundSlide 7
  8. 8. Increasing Energy Demand 800 700 600Quadrillion Btu Renewables 500 Nuclear 400 Coal Natural Gas 300 Liquids 200 100 0 80 84 88 92 96 00 04 20 8 E E E E E 0 12 16 20 24 28 19 19 19 19 19 20 20 20 20 20 20 20 Source: EIASlide 8
  9. 9. A Changing Climate Source: UNEPSlide 9
  10. 10. Rising Electricity Costs Average CA Electricity Prices 18 16 14 12 10 Residential Commercial 8 6 4 2 0 1960 1970 1980 1990 2000 2010 Source: CECSlide 10
  11. 11. The Solar OpportunitySlide 11
  12. 12. Energy Reserves: Solar is Abundant Source: SchucoSlide 12
  13. 13. Solar is Abundant Source: SEIASlide 13
  14. 14. High Value EnergySlide 14
  15. 15. Investment in Solar $9.0 $8.0 $7.0 $6.0 Billions ($) $5.0 Solar $4.0 Cleantech $3.0 $2.0 $1.0 $- Source: cleanedge.com 2004 2005 2006 2007 2008Slide 15
  16. 16. Solar Technology Improvement Source: NRELSlide 16
  17. 17. Market Expansion• Solar adoption accelerating• More states becoming solar friendly US Grid Connected Installations Global Solar PV Market 350 7000 300 6000 MEGAWATTS PRODUCED MEGAWATTS INSTALLED 250 5000 200 4000 150 3000 100 2000 50 1000 0 0 E E 97 98 99 00 01 02 03 04 05 06 07 E E 97 98 99 00 01 02 03 04 05 06 07 08 09 08 09 19 19 19 20 20 20 20 20 20 20 20 19 19 19 20 20 20 20 20 20 20 20 20 20 20 20 YEAR YEAR Sources: Prometheus Institute, DOE, SolarBuzz, Michael Rogol, Navigant ConsultingSlide 17
  18. 18. Headroom Source: EIASlide 18
  19. 19. Small Solar Going BigSlide 19
  20. 20. SolarCity At-A-GlanceQuick Facts Innovations• Founded July 4, 2006 • Community Programs• 100’s of employees • SolarLease• States— 3 States—CA, AZ, OR • SolarBid• 1000’s of customers • SolarGuard • SolarWorks • Canopy Mounting System SolarCity provides solar power system design, financing, installation and monitoring servicesSlide 20
  21. 21. Product InnovationsSlide 21
  22. 22. Soleo Platform Slide 22
  23. 23. Soleo Platform—Energy Service Management SolarBid (Provides accurate, traceable customer bids) • Models energy production (shade, orientation, efficiency) • Calculates detailed financial return (utility bills & ROI) • Presents concise graphical summary to customer SolarWorks (Tracks every job from design to installation) • Tracks status of every job in progress • Scheduling of resources and inventory • Detailed reporting on metrics SolarGuard (Monitors every system installed) • Wireless platform enables ease of installation • Backend system management and customer portal • Expanded to mobile platforms and demand monitoringSlide 23
  24. 24. SolarLease CalculatorSlide 24
  25. 25. Monitoring Enabled Performance GuaranteeTransparency Key to Solar as a Service• Installation Status• Savings Generated• Electricity Output• Environmental Impact• Mobile Access• Sharing FunctionalitySlide 25
  26. 26. Mounting SystemsSlide 26
  27. 27. Canopy Mounting System• Significant cost reduction• Improved aesthetics• Improved performance CLEAN, AESTHETICALLY PLEASING LOOK MOUNTING HARDWARE SPEEDS INSTALLATIONSlide 27
  28. 28. SolarLease FinancingSlide 28
  29. 29. Turn Sunshine into SavingsProvide clean power to homeownersat a cost less than the utility $200• Reduces upfront cost• Savings from day one $150• Hedge against rising electricity SOLARLEASE OLD UTILITY PAYMENT costs $100 BILL• SolarCity takes care of everything for the customer for $50 NEW UTILITY the life of the system BILL $0Slide 29
  30. 30. Principles of DesignSlide 30
  31. 31. Product Design Methodology Culture • Empowerment. Inverted hierarchy. • Continuous improvement • Action orientation Customer Voice • Field time and direct observation • Customer feedback • Sales input Prototyping • Field trials. Employee discount. • Fail fast. Iterate. Succeed sooner • FocusSlide 31
  32. 32. Slide 32
  33. 33. Ben Tarbell Director of Products ben@solarcity.com 8 8 8 .S O L .C IT Y I 888.765.2489 I SOLARCITY.COMSlide 33

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