Reduce Bills While Preserving Quality of Life

Emily - Zijie - Peter
11/19/2021
1
Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 1

Team Member | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 2
Who we are...
Zijie Zhou
ﬁnance, investor
relations, and
operations
Peter Peng
technology &
distribution
Emily Tseng
messaging, marketing,
brand & sales

Mission Statement | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 3
Mission Statement...
Promote sustainability based on
human behaviors

Product
Molecule... people
problem solution
addresses
h
a
v
e
u
s
e
Multi-adult
households who
want to reduce
expense
Want to limit their
electricity bills
without reducing life
quality
An app that
personalized design
power-saving plan
and helps individuals
to earn "money"
from doing
power-saving
behaviors.
Product Molecule | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 4

01
Solution Validation..

Interview | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 6
Interviewee information...
“Mrs. A”
- Female
- Former PG&E Director of Design -
Digital Catalyst
- CCA Faculty

Interview summary | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 7
Interview Results...
➔ PG&E has the real-time information of each household
detailed electricity usage
➔ PG&E is not controlled by the government, they have their
own policy
➔ PG&E's Fiducial value setting for calculating energy usage
cost is not "sophisticated " enough
➔ There is a chance to negotiate with PG&E to get data access

Utility companies like PG&E who
read electrical consumption
through smart meters might be
able to access real-time utility data
Responses | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 8
Insight 01...
What we heard...
"Those smart meters are going 24 hours
a day, so again, in theory, they have the
real-time information"
" They use SCADA, supervisory control and data
acquisition, so SCADA systems are what they sit
on top of in theory doing real-time levelling. "

Accessing user electrical usage data
from utility companies is possible,
but diﬃcult to negotiate.
Insight 02...
What we heard...
"Have to buy that data or develop some
sort of exchange"
"And are they concerned with if they were to do that about their
reputation, because then they would be doing the thing that
everybody is afraid that they're doing."

Summary...
PG&E is able to get really detailed real-time electricity
consumption data through smart meters. However, it’s
diﬃcult to negotiate with them for accessing their user
data.

02
Value Propositions..

Research | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 12
Research...
42Survey Responses
14 Interviews

Problems | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 13
Problems Identified...
● Overall, we noticed that people are NOT willing to save money by limiting
their electricity consumption that reduce their life quality.
● Depending on the motivation of the power-saving act, the life quality of our
participants is impacted by their power-saving behaviors at an acceptable
level
● Participants are more willing to control their electric usage with the
reward, both financial and sense of environmental protection
achievement
“if not affect the life quality a lot, willing to
do that base on sense of achievement“

Explainer Video | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 14
Explainer
Video...

Landing
Page...
https://tmt-landing-page.webflow.io/

03
Market...

TAM SAM SOM Overview | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 17
TAM/SAM/SOM...
https://www.statista.com/statistics/203183/percentage-distribution-of-household-income-in-the-us/
https://www.infoplease.com/us/states/state-population-by-rank
https://worldpopulationreview.com/countries/united-states-population
https://www.pewresearch.org/internet/fact-sheet/mobile/
TAM: Total CA multi-adult households market
SAM:
SOM: Multi-adult households in the CA who want
to reduce the expense without having a
signiﬁcant impact on their life quality
Multi-adult households in the CA who
want to reduce the expense without
having a signiﬁcant impact on their life
quality

TAM | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 18
TAM/SAM/SOM... TAM
11.309 millions
muti-adult households
Total CA multi-adult
households market:
11.91% of
Total US households

SAM | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 19
TAM/SAM/SOM...
SAM
4.016millions
Multi-adult households in the CA
who wants to reduce their expense
without having a signiﬁcant
impact on their life quality
11.309 millions x
(12.2%+15.3%+8%) =
4.016millions
https://www.statista.com/statistics/183635/number-of-households-in-the-us/

SOM | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 20
TAM/SAM/SOM...
1.707 millions
Multi-adult households market in
California who prioritizes saving
energy and wants to reduce their
expense without having a signiﬁcant
3.414 millions x 50% = 1.707
millions
SOM
https://www.prnewswire.com/news-releases/survey-9-of-10-americans-want-to-protect-the-environment-but-theyre-focusing-on-the-wr
ong-things-300418972.html

03
Competitions...

Comparator Landscape | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 22
Comparator
Landscape

Petal Diagram | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 23
Petal
Diagram
https://www.emporiaenergy.com/best-home-energy-monitor

04
Business Model...

Business Structure | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 25
Business Structure

Lean Canvas | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 26
Lean
Canvas...

Acquisition | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 27
● Subscription to personalized
power-saving plan
○ Monthly: $2
○ Quarterly: $7
○ Yearly: $20
● Cooperation with energy monitor
companies
● Advertisements
Revenue Streams...

Cost Structure | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 28
Operation Fees
Hosting fees
Product Development
Equipment
Marketing
Payroll (designers x 3)
Payroll taxes
Insurance
Utilities
Rent (studio)
Annual Cost
$480/yr
$96,000/yr
$10,500/yr
$ 36,000/yr
$270,000/yr
$41,310/yr
$5,292/yr
$3,600/yr
$39,600/yr
Cost
Structure..
Operation Fees $502,782/yr
Utility Data* $300,000/yr
Annual Expense $802,782/yr

Metrics | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 29
Metrics...
● # of the user who ﬁlls the power-usage survey for
personalized energy-saving plan
● % of users who shares the survey
● % of users who apply for personal carbon account
registration after visiting our website
● Users transfer saved energy to digital currency once a
month

MVP | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 30
MVP Idea...
● Brief survey introduction and purpose
● Users ﬁll their energy usage and habit in the survey
● Leave contact information for receiving the plan
● Clicked the button to submit form
● Simple Google survey questionnaire
● # of survey user submitted the form

Acquisition | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 31
Acquisition...
● Send ECOIN landing page link to WeChat groups
and people who took our recruiting survey in
customer development
● Use marketing tool to view # of site visitor
● Track link performance by Google Campaign URL
Builder
● Referrer ﬁll-in
WeChat group members
Recruit participants
Visits ECOIN landing
page
Open survey
Submit survey
Share
survey

05
Next Step...

Things to improve| Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 33
Next Step...
● Keep updating the lean canvas and business model
● Conduct interviews to test our solution
● Continue MVP and acquisition experiments
● Launch second acquisition experiment
● Revise explainer video & landing page

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Appendix | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 35
Appendix...
All the work are done collaboratively by Zijie Zhou, Emily Tseng, and Peter Peng
https://app.mural.co/t/ccadesigndivision9225/m/ccadesigndivision9225/1631878
553885/9d5f597dfa0384b9c63292bb133f57db1ee68821?sender=pengyongming
2757

Week 6 to Week 10

Help people having more motivations on
environmental protection
Week 6

Help multi-adult households reduce
electricity bills.
Week 7

human behaviors
Week 8

human behaviors
Week 9

human behaviors
Week 10

Week 6 to Week 10
Product Molecule...

Product Molecule| Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 43
Product
Molecule...
people
problem solution
addresses
h
a
v
e
u
s
e
Households who don't
know how to sort
garbage
Troublesome to learn
and do garbage sorting
Week 6

Backup Molecules | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 44
Backup Molecules...
people
problem solution
addresses
h
a
v
e
u
s
e
International
students
don't know the
Waste Sorting
Policy in new
country
people
problem solution
addresses
h
a
v
e
u
s
e
US Households
who always turn
their air
conditioner on
They need to pay
excessive
electricity bills at
the end of the
month
Week 6

Product
Molecule...
people
problem solution
addresses
h
a
v
e
u
s
e
Multi-adult households
who want to reduce
expense
Want to limit their
electricity bills, but they
always pay excessive
electricity bills at the
end of the month
Week 7

Updated Product
Molecule... people
problem solution
addresses
h
a
v
e
u
s
e
Want to limit their
electricity bills, but
they always pay
excessive electricity
bills at the end of the
month
Multi-adult
households who
want to reduce
expense
Want to limit their
electricity bills
quality
A smart electrical
appliance control
system that design
personalized
power-saving plan
Pivot
Week 8

Product
Molecule... people
problem solution
addresses
h
a
v
e
u
s
e
Multi-adult
households who
want to reduce
expense
Want to limit their
electricity bills
quality
A smart electrical
appliance control
system that
personalized design
power-saving plan
Week 9

olecule| Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou
48
Product
Molecule... people
problem solution
addresses
h
a
v
e
u
s
e
Multi-adult
households who
want to reduce
expense
Want to limit their
electricity bills
quality
An app that
personalized design
power-saving plan
and helps individuals
to earn "money"
from doing
power-saving
behaviors.
Week 10

Week 6 to Week 10
Hypothesis...

Hypothesis | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 50
Hypothesis...
We believe households
who don't know how to sort garbage
Need
sort garbage conveniently and correctly
Week 6

Hypothesis...
We believe multi-adult households
who want to limit expenses
Have a need for
reducing electricity bills
Week 7

Current Hypothesis...
who have successfully reduced electricity usage in the
past
Have a need for
reducing electricity bills without having a signiﬁcant
Week 8

who have successfully reduced electricity usage in the
past
Have a need for
Week 9

who want to reduce expense
Have a need for
Week 10

Week 6 to Week 10
Provisional persona ...

Persona | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 56
Provisional
Persona... Week 6

Revised-Persona| Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 57
Revised-Persona... Week 7

Current
Persona... Week 8

Current
Persona... Week 9

Current
Persona... Week 10

Week 7 to Week 10
Interview infor ...

“P”
Female
21-35 yr
In U.S.
“G”
Male
18-20 yr
Outside the
U.S.
“M”
Female
18-20 yr
Outside the
U.S.
“S”
Female
36-50 yr
In U.S.
Week 7

“SL”
Female
36-50 yr
In U.S.
“Mason”
Male
21-35 yr
In U.S.
“BM”
Female
21-35 yr
In U.S.
Week 8

Research | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 64
Research...
42Survey Responses
14 Interviews
Week 10

Week 7 to Week 10
Interview summary ...

All the participants are not willing
to save money by limiting their
electricity consumption that
reduce life quality
Responses...
Insight 01
What we heard...
"limited the electricity usage will
aﬀect the life quality"
"don't want to reduce the life quality"
Week 7

Most of the participants will
choose to limit the use of
electrical appliances that are not
often used or can be substituted
by others.
Responses...
Insight 02
What we heard...
" Instead of using dryer, I can dry clothes by
hanging them outside."
" I don’t use oven frequently."
Week 7

Participants who are under 35 years
old care life quality more than the
participant who is above 35 years old
Responses...
Insight 03
What we heard...
“ I will probably turn on the air conditioner
for a long time in summer, and then in the
winter, I will turn on the heater
” First (appliance I choose to limit)
will be the air conditioner“
Week 7

Participant and their household
member's motivation for
power-saving is based on ﬁnancial
management
Responses...
Insight 01
What we heard...
"Close light not really saved money
obviously"
"I think it’s not because she doesn't have
power-saving awareness. It’s because she
doesn't need to pay electricity bills."
Week 8

Although the social-psychological
distance between the participants
and their household members is
close, their family members
usually don't participate in
power saving act with them.
Responses...
Insight 02
What we heard...
“Other members in the family not really
follow the electric saving plan”
"My other family members care about the quality
of life more than saving power. But if they are not
at home they will ask me to save electricity."
Week 8

The extent of the impact of
electricity restriction on the quality
of life depends on the personal
intensity of the implementation
of electricity saving
Responses...
Insight 03
What we heard...
" Not aﬀect the life quality obviously since it's a
small behavior"
"Power saving does inﬂuence my life quality in
some extent, but at an acceptable level"
Week 8

Summary...
Depending on the motivation of the power-saving act, the
life quality of our participants is impacted by their
power-saving behaviors at an acceptable level.
Week 8

Week 8 to Week 10
Lean Canvas ...

Lean
Canvas...
Week 8

Lean
Canvas...
Week 9

Lean
Canvas...
Week 10

Week 8 to Week 10
Comparative research ...

Comparative Research | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie
Zhou
78
Comparative
Research...
Week 8

Comparator Landscape | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie
Zhou
79
Comparator
Landscape
Week 8

Spreadsheet | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 80
Raw spreadsheet with comparators and criteria
Week 9

Spreadsheet | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 81
Simple
Analysis
Grid…
Week 9

Comparator
Landscape
Week 9

Petal
Diagram
Week 9

Comparator
Landscape
Week 10

Petal
Diagram
Week 10

Week 8 to Week 10
TAM ...

TAM/SAM/SOM...
2,078,981,635
households
128.45 millions
households
78% of US households
128.45 millions x
(12.2%+15.3%+8%
) = 45.6 millions
households
Week 8

TAM/SAM/SOM...
Household Size and Composition Around the World
TAM: Total multi-adult households market
SAM: Total US multi-adult households market
SOM: Multi-adult households in the US who want
Week 9

TAM/SAM/SOM...
Household Size and Composition Around the World
1.160 billion
TAM
Total multi-adult
households market:
Week 9

TAM/SAM/SOM...
95 millions
SAM Total US multi-adult
households market:
74 % of
US households
Week 9

TAM/SAM/SOM...
33.7 millions
Multi-adult households in the US
who want to reduce the expense
95 millions x
(12.2%+15.3%+8%) = 33.725
millions households
SOM
Week 9

TAM/SAM/SOM...
TAM: Total US resident who owns a smartphone
SAM:
SOM: Multi-adult households in the CA who want
Total CA multi-adult households who
own smartphone
Week 10

TAM/SAM/SOM...
283.581 millions
residents
TAM
Total US resident who
owns a smartphone:
333.625 millions total American
resident x 85% American who owns
smartphone = 283.581 millions
residents
Week 10

TAM/SAM/SOM...
9.613 millions
SAM
Total CA multi-adult
households market who
own smartphone:
11.91% of
Total US households
Week 10

TAM/SAM/SOM...
3.414 millions
Multi-adult households in the CA
who owns a smartphone
and want to reduce the expense
9.613 millions x
(12.2%+15.3%+8%) = 3.414
millions
SOM
Week 10

Week 8 to Week 10
Business Model ...

Business Model | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 97
Business Model Week 8

Updated Business
Structure
Week 9

Business Structure Week 10

0
Week 9 to Week 10
Storyboard ...

Story Board | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 101
Jason and his wife want to limit
their electricity bills without
reducing life quality, but they lack
the motivation to do that.
A carbon account can plan a
comfortable electricity saving plan
and motivate Jason’s family to
save electricity
by giving them the economic
reward
With, carbon account, Jason
successfully saved electricity, also
earned money back by saving
electricity.
StoryBoard... Week 9

2
Week 9 to Week 10
Key use ...

Key Uses | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 10
3
Take survey to have a
personalized energy saving
plan according to their power
usage habit and living
conditions
Key Uses...
view how much power-saving
unit they earned in their
personal carbon account
transfer the home energy user
saved each month into digital
units
Week 9

4
Week 9 to Week 10
Market type ...

5
Market
&
Business
Type... Week 9

6
Week 9 to Week 10
Problem&Solution ...

Problems & Solution...
Problems
● Households want to limit their electricity
bills without reducing life quality
● People lack motivations to do behavior that
reduces electricity usage
● Electricity production generates the second
largest share of greenhouse gas emissions
Solution
3-Features:
1. Personalized energy saving plan
2. Digitalize power-saving behaviors
● Analyze the electricity data from utility
companies to determine whether users have
power-saving behavior and to what extent
● transfer monthly saved electricity data to units
3. Collects power saving units to personal carbon
account
Touchpoints:
● Application on smartphone
Problems & Solution| Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 10
7
EXISTING ALTERNATIVES
● A physical device send electrical usage
data immediately to user's phone
● A system shows the power switch state
immediately
Week 9

Problems & Solution...
Problems
● Households want to limit their electricity
bills without reducing life quality
● People lack motivations to do behavior that
reduces electricity usage
● Electricity production generates the second
largest share of greenhouse gas emissions
Solution
1. Personalized energy saving plan
● Design a power saving plan for households according to
their living climate and power usage habit
2. Digitalize power-saving behaviors
● Calculate the amount of electricity people save each month
from their electricity usage data
● Transfer the electricity household save per month to digital
currency
3. Collects power saving digital currency to personal
carbon account
● create personal carbon account
● Save the digital currency to individual carbon banking
Problems & Solution| Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 10
8
EXISTING ALTERNATIVES
● A physical device send electrical usage
data immediately to user's phone
● A system shows the power switch state
immediately
Week 10

9
Week 9 to Week 10
UVP ...

UVP & Unfair Advantages...
UVP
Save energy, save the earth, save your bills,
and invest in your future.
● Through our system, the monthly electricity
you save will be transferred into carbon
account units and saved to your personal
carbon account.
● Also, we offer personalized energy-saving
plans to help you save home energy
without reducing your life quality.
Unfair Advantages
● User gains profit through carbon account
investment
● Contribute to carbon emission reduction
● Invest personal carbon account by
"behaviors"
● No physical installation required
Problems & Solution | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie
Zhou
110
Week 9

UVP & Unfair Advantages...
UVP
Save energy, save the earth, save your bills,
and invest in your future.
● Through our system, the monthly electricity
you save will be transferred into carbon
account units and saved to your personal
carbon account.
● Also, we offer personalized energy-saving
plans to help you save home energy
without reducing your life quality.
Unfair Advantages
● User gains profit through carbon account
investment
● Contribute to carbon emission reduction
● Invest personal carbon account by
"behaviors"
● No physical installation required
Problems & Solution | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie
Zhou
111
Week 10

Week 9 to Week 10
Landing page ...

Landing
page...
Week 9

Landing
Page...
Week 10

Week 9 to Week 10
Explainer video ...

Explainer Video | Creative Founder 2021 FA | Emily Tseng + Peter Peng + Zijie Zhou 116
Explainer
Video...
Week 10

Reduce Bills While Preserving Quality of Life

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