SmartPowerVilla is launching a smart home energy management service in Delhi, India. It will monitor connected loads using sensors and a mobile app to optimize electricity usage and costs. The goal is to establish the brand in top 5 cities by earning a net profit of Rs. 10,000,000 by 2018. The service aims to reduce bills for customers and peak load for producers by shifting usage to off-peak times. It will offer free monitoring and paid premium automation and control features.

1. Marketing Plan

2. Hello!
I am Swapnil Goyal

3. Executive summary
SmartPowerVilla (SPV) is a smart-up providing “home
intelligent technology” by monitoring connected load and
is located in west Delhi.
SPV expects to catch the interest of a regular loyal
customer base with its innovative and cost-effective
services.
SPV plans to build a strong market position in the city as
a part of its first-mover’s strategy and expects to achieve
net profit of Rs 10,000,000 by the end of 2018.
It aims to offer its services to both electricity consumers
and electricity producers.

4. Analysis of current
situation

5. Market Analysis
Geographically: New Delhi
Business Sectors: Mobile based app.

6. If we can transfer peak load to other parts of day,
we can avoid a whole new plant to run (saving crores) !!!

7. Some tricks to amuse customers: subsidy for using less
Successful

8. Is There a Demand
for Digital Smart Home/
Energy Saving products?

9. Importance of Home Energy Services
Source: Accenture Spring 2014
7
30
39
24
Very Important
Important
Not very important
Not important at all
How important are services allowing you to manage selected energy settings in your house,
e.g. change heating/AC levels via smartphone/tablet at home or when you are away
(Answers in percent, 1504 respondents)

10. What Customers expect from Energy Provider?
Along with a smart meter, Percent
Source: Accenture, Survey
8
13
15
27
31
41
45
58
0 10 20 30 40 50 60 70
Social Games to compete with…
I would not expect additional…
Enhanced Customer service
Increased functionality on Web and…
Automated home energy…
Early notifications when my bill…
Personalized advice on products…

11. What we offer
 smartPowervilla will offer smart solutions for
optimizing electricity consumption in the capital city,
New Delhi.
 Our prime strategy is to distribute peak load to reduce
generation cost and distribute benefit to customers
with differential pricing based on time of usage.
 We will develop a mobile based application which can
help customer in controlling heavy load appliances

12. Needs/ Wants
Consumer side:
1. Reduce Bills.
2. Active monitoring and easy switching on and off
3. Avoid overloading
Producer side:
1. Reduce peak load demand and optimize power
distribution.
3. Transmitting warnings and messages to consumers.

13. Place hhyour screenshot
here
 Set your dalily targets.
 Set daily target of each appliance.
 Show electricity prices for next 24 hours.
 Set timer for each appliance
 Help in optimising relaying of devices.
 Provide distant control on devices via smartphone
Features

14. Market Segmentation
 Domestic consumers
+
 Industrial consumers
They hardly
bother for
power
savings
More than 60% consumption
by -

15. Goal
Company’s goal is to establish its brand in top
5 metro cities of India by earning a net profit
of Rs 10,000,000 by the end of 2018.

16. Once underway we will expand our scope and take advantage of
high margin new equipment sales and leverage our existing
labor force to sell and service those products.
Within three years we intend to expand our scope to the four
major metropolitan cities of India- New Delhi, Mumbai,
Bangalore and Chennai

17. Strength
• First movers advantage
• Innovative product
• Easily to operate
• Power cuts will be drastically reduced as
peak load will be distributed to lean times.
Weakness
very little interaction
with consumers
Premium features are somewhat costly
Opportunities
•To make it compatible with all O.S.
•Viable energy saving mechanism in all
metro cities of India
•Potential exponential increase in smart
electrical devices in next 5 years
Threats
Future competitors
Fast changing technology
SWOT Analysis2.2(c)

18. Tactics
Product-Service-Brand-Price-Incentives-Distribution

19. Product & Service
SmartPowervilla will -
◇Monitor connected load and helps in
optimizing electricity consumption
◇Automatically switch on and off as electricity
rates vary to minimize electricity bill.
Mobile based application synchronized with
company’s sensor fitted in electric circuit

20. Free Features
◇Devices online and their consumption.
◇Future rates of Electricity consumption adjusted
by power companies.
Premium features
◇Automatically limiting the power when rates
increases.
◇Intelligent solutions for relaying various
instruments like Heater, Washing machine etc.

21. Brand
The name “SmartPowerVilla - “doorway to a smarter
home” is exactly described by its logo.
Logo has following elements-
◇House made up of wire showing smart home)
◇A green color bulb and plug at the end symbolizing
power

22. Incentive
Team up with an associated
business to offer reciprocal
discounts
Bill Forecasting to allow them to
see their projected bill.
Energy Saving Tips to reduce
their energy use.
Distribute 1% net profit as
bonus
presenting employees with
a certificate of achievement
For Customers
For Company personnel
GENCO :like NTPC for better utilization of their
existing capacities
DISCOMS: Like BSES or state Electricity boards
for reducing power cuts drastically.
Banks: To provide Payment platform
For Collaborators

23. Financial Projection
SmartPowerVilla expects to earn a modest profit by 3rd year based on
projection sales. Our assumptions are based on following assumptions -
 Initial growth will be moderate as we establish awareness in the
market.
 Initial equipment purchase will stay in service for an average of four
to five years. After that begin investing in “new equipment” to repair
damaged product
 Initial marketing cost high but after that marketing cost would not
exceed 14% of sales.
 Residual profit will be reinvested in expanding the product and
services.

24. Price
Application : Free with all free services mentioned
above.
Paid Services:
1. Charging Companies on basis of number of Users.
2. Charging 10% of the money saved, calculated in
comparison to average day price of Electricity
from payment platform accounts like PAYTM.

25. Yearly sales forecast
5.4
In west Delhi,
Projected No. Interested Customers = 10000
Payment from companies = Rs 50 per user
Projected Average saving in each household = Rs 500
Average Payment from each household = 10% of Rs 500 = Rs 50
Total Income per month = 50*(10000) + 50*(10000) = Rs 10,00,000
Annual Turnover = 10,00,000 *12 = Rs. 1,20,00,000

26. Infrastructure-Processes-Schedule

27. Control Bodies
-Marketing manager
-R&D manager
-Production manager
-Finance manager/ Accountant
Control tools
Based on “Management by objectives” we recommend
to rely on satisfaction surveys and statistical reports.

28. Organisational Structure
Electronic
Communication
(E-Mail, Chat...)
Problem“Personal face to
face communication”

29. Team Structure
Asymmetric Communication Patterns Symmetric Communication Patterns
Unproductive Team Productive Team

30. Processes
• Get all collaborators, partners and government on board for
Implementation.
• Standardising the appliances‘ sensors and their frequencies by
contacting major manufacturers of Electrical appliances in
accordance with ISI guidelines.
• Trial with limited customer base and providing all services for
free initially
• Incentivising the new customers with discount on bill for
downloading the application with free premium services for 1
month
• Collecting reviews and continuously improving.

31. Control by milestone
4.3
What Who When Cost
Software
development
Software
developer
6 Oct- 5
Jan 2017
Rs 250,000
Staff training Manager
teacher
10 Jan- 10
Feb
Rs 300,000
Marketing Marketing
Manager
10 Feb-
…….
Rs 700,000

32. Thanks!

33. These slides were created by
SWAPNIL GOYAL
(IIT KANPUR)
as part of an internship
under the guidance of
Prof. SAMEER MATHUR
(IIM Lucknow)