1. Mobidemics
Green Energy Redefined
Nilanjan Banerjee (PI) Xiangyu Liu (EL) Douglas Hutchings (CM)

2. Our Punchline
We are a third generation energy management
company for grid-tied and off-grid homes. While other
companies provide visualization and monitoring of PV
systems, we provide intelligent appliance-level
profiling, personalized energy recommendations,
and home specific energy optimizations.
Market: new product in an existing market.

3. The Business Model Canvas From Last Week
Energy meter Long Term
Webservice dev.
manufacturer
Home owner
(z-wave) Homeowners
(off-grid, grid-tied):
Utility Companies - energy-saving Utility
recommendations Companies
Solar installation
companies Solar Installation
Utility company: Companies
renewable energy Webservice:
data analytics utility company
Analytic engine
solar installer
Nick Rosen Web/phone:
Home owners
Backend Backend Monthly Subscription
Maintenance Development
One time installation fee

4. The Business Model Canvas Updated
Energy meter Long Term
Webservice dev.
manufacturer Homeowners Home owner and
(z-wave) (off-grid, grid-tied): commercial blgs
-energy-saving
Utility Companies recommendations Utility
-per-appliance Companies
profiling
Solar installation -maximize cost of
companies electricity sold Solar Installation
Webservice: Companies
utility company
Analytic engine
solar installer
Utility company:
Nick Rosen renewable energy Web/phone:
data analytics Home owners
Backend Backend Price-related monthly Subscription
Maintenance Development
One time installation fee

5. Conversation with Customers/partners
4homeowners, 8 Solar Companies, 2 Utility companies
Waiting for 4 more Solar Companies to reply

6. Customers and value proposition?
Home owners Lesson Learned
Jaci -Interested in our system.
-Depending on how much electricity is save,
she will consider to pay for it.
Chien -Regularhomeowners might not be
interested, but it’s useful for green
homeowners
-Need more functionalities
Michele Hassel @Sustainability center -explore ways to tap into smart metering
-Explore initial funding through NSF SRN
Tom Riley @Little Rock -our product can provide building service
applications

7. Partners and Sales Channels
Solar Companies Lesson Learned
Bill Ball @ Stellar Sun Government policy is key to our success.
Utility Companies hate decentralized energy
generation. He would be interested in
bundling our product with his solar panels
Will Anderson @ Complete Solar Solutions Will provide a channel to get to homeowner
customers. “Extremely interested” in our
product and a monthly subscription based
service
Terry Tremwel @ Tremwel Energy Willing to pay to test our system and provide
feedback. Potentially refer us to his
customers
Jim Philips @ Nanomech LLC Follow up meeting to present the idea
before him and his CTO.

8. Continued…
Solar Companies Lesson Learned
Suncity Solar Energy We learned the pricing scheme of selling
electricity and about government subsidies
Liberty Solar Solution They will be interested once a price tag is
attached to our product.
Enphase (Inverter company) They said “It’s a good idea” and needs to be
cross-platform (ours is cross platform).They
are happy with what they have and do not
want to adopt our system.

9. 2 Utility Companies
Solar Companies Lesson Learned
Ozark Electric Find out the price and how customer can
sell electricity back to the grid
American Electric Power

10. Key Learnings
• Government policy is important determinant of our
success
– We may have more success in certain states (CA,
NJ) and countries (Germany) than others
• Solar installers are key partners and distribution
channel and not Utility companies
• Commercial buildings are another customer segment
• Off-grid and grid-tied homeowners willing to be early
adopters
– Price proportional to the amount of savings?

11. Inferred Customer Decision Tree
Mobidemics 4c – 8c/W
Home owner utility
(grid-tied) company
Time of day pricing
generational electricity
flat pricing?
~$4.5/Watt Hardware cost
bumped up by Inform on government subsidies
our product - tax credits
Mobidemics
Steller Sun
Complete SS Government
solar
subsidies
installer Partner apply

12. Probable Sales channel
hardware bundled
Solar with mobidemics
Customer
installers
Webservice/application
Mobidemics

13. Creating Customer Demand
• Version of the webpage up
– http://www.mobidemics.com
• Adword campaign ($10/day)
• Referrals, Facebook page, Google blog, and
Twitter page.

14. Cost of customer demand.
• 116Unique visitors (80front page
views,31iPhone app view)
– Got just two email addresses
– Next goal: trying A/B testing
• Adwords(24 clicks)
– Trying to distinguish between types of referrals
• Estimated cost of demand
– Insufficient data

15. Among other things.
Two presentation appointment to two groups
of private investors scheduled for Nov 4.
The Ask: What should our presentation look
like?

16. Things to do.
• Find more solar companies, and how many of
them are willing to buy our product
– Google Search + phone calls
• Call Utility companies to validate that they will
“hate” us
– Google Search + phone calls
• Customer demand cost (get data)
• Find out homeowners
– Referral and knock on their doors