Just Say Yes- B. Heyck Solar Summit Presentation (4)

2. New York’s Pathway to Mainstream Solar NY Solar Summit 2015 Reaching the Masses Lean Startup Methodology for Solar  Data informs insight  Insight drives process  Process increases customer adoption & decreases customer acquisition costs

3. New York’s Pathway to Mainstream Solar NY Solar Summit 2015 Reaching the Masses  Data: It costs 49 cents per watt to acquire a solar customer in the US (GTM Research, U.S. Residential Solar PV Customer Acquisition: Strategies, Costs and Vendors)  Insight: Significant room for reduction of US Customer Acquisition costs  Process: Solarize Aggregation Model

4. New York’s Pathway to Mainstream Solar NY Solar Summit 2015 Reaching the Masses  Data: 2-3x higher solar qualification rates when combining user profiles and activity data with geographic information (Marc Guy, Co-Founder of Faze1)  Insight: Providing location specific information to consumers increases awareness & customer adoption  Process: Solar Map by CUNY

5. New York’s Pathway to Mainstream Solar NY Solar Summit 2015 Reaching the Masses  Data: Odds of qualifying a lead if called in 5 minutes are 21x greater than if called in 30 minutes (Insidesales.com, Lead Response Management Study)  Insight: Response time is the difference between a potential customer and repeated, unanswered contact attempts  Process: Automate intake and notification

6. New York’s Pathway to Mainstream Solar NY Solar Summit 2015 Reaching the Masses  Data: Over 50% of customers doing online research sign with company that responds first  Insight: Response time is important!  Process: Automate custom Email response & request utility information

7. New York’s Pathway to Mainstream Solar NY Solar Summit 2015 Final Thoughts on Reaching the Masses  You do not need to be big to harness big data  Industry-wide collaboration is mutually beneficial  Continue fearless Innovation

8. Brendan Heyck Brendan@InnoVisionaryConsulting.com Thank You NY Solar Summit!

Editor's Notes

Hello, I’m Brendan Heyck. Founder of InnoVisionary Consulting. “Just Say Yes” is two fold: The first is external, the solar industry want customers to “Just Say yes” continuing our rapid industry growth, moving toward reaching the masses. The second is internal- reminding us in this room that when we are asked- Is this possible? Will we be able to overcome today’s challenges? To use the following approach and “Just Say Yes” <CLICK>
This Panel’s topic: Reaching the Masses- expresses the bold aspirations of the Solar Industry. What used to be questions of solar viability have shifted to questions of scale. Industry leaders are asking “what can we do to increase adoption for entire markets?” and “How do we acquire these new customers while reducing associated acquisition costs?” These questions are being answered by using the lean startup methodology applied to solar. <CLICK> Companies large and small are tapping into newly available data for insight, <CLICK> engineering new processes based on the revelations, <CLICK> and using these scalable systems to increase customer adoption and lower customer acquisition costs. The lean startup methodology is a particularly beneficial approach for solar because it emphasizes agility & improvements through rapid test and implementation cycles. As we all know, the solar industry is in a state of constant evolution- adopting this approach increases effectiveness and builds dynamic teams, divisions or organizations. Lets look at some examples of the Data, Insight, Process cycle from the solar standpoint. <CLICK>
It all starts with data- in this case a recognizable piece of data from Green tech media research that “It costs 49 cents per watt to acquire a solar customer in the US”. By comparison, this 49 cents per watt in the US is less than 7 cents per watt in Germany. <CLICK> This data then Informs our insight, that while there are numerous reasons for the cost discrepancy- it shows that there is significant room for reduction of the US solar customer acquisition cost. <CLICK> And now it’s a time for action- using the Insight to drive process improvement. A few years back, intelligent people took this insight and changed the existing solar sales model. They found that instead of targeting individuals that by targeting municipalities and regions they could decrease customer acquisition Costs & increases customer adoption. This process is Customer Aggregation or the Solarize Program model. <CLICK>
The data in our next example comes from Marc Guy, Co-Founder of Faze1 who has shown 2-3 times higher solar qualification rates when combining user profiles and activity data with geographic information <CLICK> This data offers the insight that providing location specific information to consumers increases awareness. This informed consumer has been shown to positively relate to customer adoption. <CLICK> This data and insight leads to the creation of market lifting tools for providing information to end users, such as the Solar Map by CUNY. <CLICK> The last 2 examples, besides borrowing from the celebrity of those joining me on this panel- illustrate programmatic successes from the mental exercises central to lean methodology. My next 2 examples are looking at the beginning of the sales process, just the tip of the spear, but are exemplary of the data, insights, and processes being advanced on a daily basis. They are simple enough to implement in your individual organizations before the end of this week. (if you are already doing these, great job- use the thought process to decide what to measure, learn and build next.)
For those of you looking to maximize telemarketing efforts or to explain how the call routing or message taking process in your office impacts sales. According to the Lead Response Management Study by insidesales.com- Did you know the odds of qualifying a lead if called back after an inquiry in 5 minutes are 21x greater than if called in 30 minutes? <CLICK> Our insight being that response time makes a drastic difference in reaching a potential customer. Lets discuss the compound effects, when moving beyond the initial golden response period- it takes an average of 8 contact attempts before reaching the decision maker again! <CLICK> The resulting process is to automate your intake and notification of the responsible employee for responding to an inquiry, if possible centralize the information gathered for ease and speed of access by others. Action Item: Test your companies! Hint: the response time should be measured in minutes and seconds. <CLICK>
Next, lots of money is spent on social media & online marketing. Now ask yourself how much better could the results be if you built the lead response system knowing that Solar customers doing online research submit information to multiple competitors but over 50% sign with the first company that responds the their inquiry. <CLICK> Insight: Response time is important! <CLICK> The process to implement uses the tools you have available to you, whether salesforce or another CRM to automate the inquiry response. This branded email can be simple or sophisticated but either way it will be enough to start the sales conversation at the time the customer is interested. Don’t stop advancing the sale here! As an Added Bonus- 1 in 4 web generated leads, will respond to a branded auto response email request with their utility information- expediting qualification and advancing the sales process. <CLICK>
A few Final Thoughts on industry imperatives to reach the masses: <CLICK> You do not need to be big to harness big data I work with small companies breaking through to incredible innovation by deciding what data they want to measure & building off of what they see. On the other end of the spectrum I see large organizations, and I’d like to highlight NYSERDA as a great example, large organizations that are dynamic enough to adapt to and influence such a rapidly changing industry. <CLICK> Industry-wide collaboration is mutually beneficial Whether it is connecting systems for a lead provider to a sales company then to their financing partners, build and demand communication amongst your systems. Being interconnected increases the reach a data possibilities and benefits all involved<CLICK> Finally, Solar is an exciting industry, fueled by visionary plans being advanced with small steps and large bounds- continue fearless innovation. <CLICK>
I consider myself lucky because Solar is both my passion and profession- I'd like to briefly express gratitude- for being able to participate in this tremendous Solar Summit Event, to the sponsors who made it possible, and to you the participants who continue to advance our industry. Thank you!

Just Say Yes- B. Heyck Solar Summit Presentation (4)

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Editor's Notes