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social_solar columbia
The document outlines a strategy for a turn-key solar energy solution targeting various customer segments, including New Yorkers in roofless accommodations and middle-high income Nigerians seeking reliable electricity. It discusses competitive analysis, value propositions, and marketing strategies to differentiate from existing providers, emphasizing partnerships with Columbia University and community benefits. The goal is to reduce utility costs while promoting sustainable energy solutions and establishing credibility through community engagement and strategic alliances.
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social_solar columbia
- 1. Asumi Donna Dmitry Ola Wendy A turn-key solarenergy solution for institutions and household individuals total number of interviews: 52 interviews done last 24 hours: 7 SocialSOLAR
- 2. Customer Segment Evolution Day1 Broad targets: • All New Yorkers who live in roof- less accommodation • Middle-high income Nigerians who want reliable electricity • All corporations with sustainability plans Day 5 Narrow targets: • Columbia University community and Harlem residents
- 3. Understanding of theCompetitive Landscape Evolution Day 1 Day 5 ● New Yorkers without roof don’t have an easy access to Solar Energy Competitive landscape: not much competition as community solar idea hasn’t really been implemented in NYC ● There exist a couple Green Energy providers New Yorkers can simply sign up for, such as Green Mountain Energy Competitive landscape: fairly competitive with both established and new companies. Need differentiation factors - leverage Columbia ties; become a certified woman-owned business and partner with universities and government entities to establish the credibility
- 4. Value Proposition forUniversity Evolution Day 1 Day 5 ● Universities and large corporations need to decrease their carbon footprints Value proposition: turn-key large scale projects that help them reach “carbon neutral” ● Columbia has a committee dedicated to sustainability and is exploring green energy sources. Its motivation is more about being environmental friendly and protecting reputation but not about saving electricity cost Value proposition: turn-key solution to start solar-energy while partnering with a minority- owned company to give back to the community
- 5. Value Proposition forResidents Evolution Day 1 Day 5 ● Every New Yorker thinks electricity is too expensive and wants to reduce their utility bill Value Proposition: cheaper, greener energy for all ● Most New Yorkers think electricity is too expensive but 50+% of more privileged population are willing to pay ~15% higher for green energy. Harlem population on contrast are eager to save Value Proposition: cheaper, greener energy for low-medium income
- 6. GET strategy Evolution Day1 Day 5 ● People are hesitant to switch their electricity providers unless there is a significant monetary benefit to them GET strategy for households: cost saving offer + aggressive promotions and marketing necessary to gain customers ● Several middle-high income interviewees have switched to Green Mountain Energy because they were approached on the street / in theater by the company. Credibility of the provider is also key GET strategy for households: establish credibility by partnering with Columbia, then leverage Columbia’s existing networks to spread the service to the community
- 7. - Renters - Condos -Co-ops (New York residents that live in flats) - Middle – high income Nigerian households - Corporations w/sustainability plans - Real Estate Developers - After sale services - Payment plan - Installations - Marketing and customer acquisition - Education - Access to solar energy to New York residents that don’t have roof tops who want to decrease the cost of electricity - Nigerian households that experience frequent power outages that want reliable electricity sources - Solar panel manufacturers - Distributors - Utility - EPA (land) - Installation of solar panels - Marketing and sales - Land - Contracts with offtakers - Monthly subscription fees - Operations and maintenance - Web sales - Real Estate Developers - -- Solar panels - Payment platform - People - Marketing - Social media - Personal assistance - Referral prizes Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Streams Day 1
- 8. HOUSEHOLDS Renters Condos Co-ops ANCHOR ORGANIZATIONS w/sustainability plans Corporations Universities Developers Energy Education Platform Promotion Aftersale services Platform MGT Access to solar energy to New York residents that don’t have roof tops who want to decrease the cost of electricity Turn-Key large scale (1MW+) solar energy projects that help them reach “carbon neutral” Panel Manufacturers Installers Energy Off takers SITING PROJECTS EPA RePower Organizations Warehouses Installation Marketing and sales Land for Siting Contracts with offtakers Monthly subscription fees Operations and maintenance Fixed Pricing Long-Term Contracts & All of above Web sales Direct Mail Direct Sales Conferences Direct Sales Panel Manufacturers Installers Databases Financing Partner Advisors Contracts Trademark Personal assistance Referral prizes Online Community B2B SBE Contracts Dedicated Act. MGR Referral prizes Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Streams Day 2
- 9. HOUSEHOLDS Renters Condos Co-ops ANCHOR ORGANIZATIONS Corporations Universities Developers FINANCING OFF TAKERS Com-Edison Corporations Platform Promotion Aftersale services Leverage Rebates Contact Management Access to solar for New York residents that don’t have roof tops –carbon footprint Turn-Key large scale (1MW+) solar projects- “carbon neutral” Finance low risk projects, long term stable cash flows- bond substitute? Increase Status with customers & shareholders Manufacturers Installers SITING PROJECTS EPA Re-Power Warehouses NYSERDA Grants Business Plan Competitions Utility Payer Sustainability Officer Finance Officer Legal Installers Marketing & Sales Land Money for Pilot project Subscription, O&M, Fixed-rate pricing Long-Term, Usage Fees , Volume pricing Intermediary Fee, Negotiation pricing Long-Term, SPPA Usage Fees, Fixed-Rate E-Commerce APP & Social Media Direct Sales Trade Shows Direct Sales Online banking E-documents Manufacturers Installers Databases Advisors Contracts Trademark GET: Social Media, Blogs, PRs Direct Sales, AdWords, Marketing on FB, YT KEEP: Referral, Loyalty, Contests, Online Tribes GROW: Referrals, Cross Selling Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Streams Day 3
- 10. ANCHOR ORGANIZATIONS ● Corporations ● Universities ●Developers Roles: the leadership + energy, sustainability, facilities, procurement officers HOUSEHOLDS Renters Condos Co-ops B2B/ent. sales After sale support and services Promotion Community relationships Cost-efficient support Turn-key large scale solar energy to start using solar energy Access to solar for New York residents that don’t have roof tops –carbon footprint Panel manufacturers & installers SITING PROJECTS EPA Re-Power Warehouses Buildings with large area and rooftops NYSERDA Grants Business Plan Competitions Marketing & Sales PR and ads Research PPE + Installation fee + Maintenance Fee Lease or buy capacity: subs fee w fixed rate or capacity purchase + “free” electricity Trade Shows Direct Sales E-Commerce APP & Social Media Direct Sales Expertise in solar energy production, distribution and sales Advisors with reputation and connections Access to funding GET Conferences, Hackathons, Competitions, Social Media, Blogs, AdWords KEEP Referral, Loyalty programs, Contests, Online Communities GROW Referrals, Upsell and cross selling other services in energy and maintenance Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Streams color code: White = Anchors, Blue = HH, Yellow = both Fees to installation & maintenance Access to land Money for a pilot project Day 4
- 11. ANCHOR ORGANIZATIONS Short-term ● Columbia Long-term ● Universities ●Corporations Roles: the leadership + energy, sustainability, facilities, procurement officers HOUSEHOLDS ● Low-middle income roof- less households B2B/ent. sales After sale support and services Promotion Community relationships Cost-efficient support Provide large scale solar energy, deep energy efficiency, and solar expertise to help customers reduce utility bill and use clean energy while becoming a community hero Minority-woman owned firm Access to cheap solar energy for low-middle income New York residents that don’t have roof tops Panel manufacturers & installers SITING PROJECTS EPA Re-Power Warehouses Buildings with large area and rooftops NYSERDA Grants Business Plan Competitions Marketing & Sales PR and ads Research PPE + Installation fee + Maintenance Fee Lease or buy capacity: subs fee w fixed rate or capacity purchase + “free” electricity Direct Sales Trade Shows Existing networks Direct Sales E-Commerce APP & Social Media Expertise in solar energy production, distribution and sales Advisors with reputation and connections Access to funding GET Leverage existing networks, Conferences, Social Media, Blogs, AdWords KEEP Loyalty programs, Easy-to-use platform/app, Online Communities GROW Referrals, Upsell and cross selling other services in energy and maintenance Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Streams installation fees & maintenance Access to land Financing for a pilot project Day 5color code: White = Anchors, Blue = HH, Yellow = both
- 12. On average aNYC household pays $150-250 for electricity bill, 80% of interviewees says it’s too much “We are paying too much” -- Harlem resident “I think Con Ed cheats me” -- Columbia student
- 13. VALUE PROPOSITION FOR HOUSEHOLDS Lower-MiddleIncome Households living in multifamily buildings in Harlem and Upper West Side Spend less or zero on your electricity bill and feel good about your new greener, responsible life just ticking the box and switching to Social Solar by pooling collective demand for solar energy and teaming-up with Columbia Customer Benefits Features Secret Sauce
- 14. Columbia is committedto sustainability “CU is negotiating with solar farms… still in early stage. We are exploring options.” -- A member of the focus team of CU’s Commitment to Sustainability “Our plan will be released spring 2017.” -- A member of the focus team of CU’s Commitment to Sustainability
- 15. VALUE PROPOSITION FORCU: Columbia University switches to solar and makes the neighborhood green A turn-key solar energy solution Columbia University Reduce carbon footprint of the neighborhood and become a champion in NYC and among the Ivy leagues By pooling collective demand and fully utilizing University's real estate Solution Customer Benefits Secret Sauce
- 16. SOLUTION investments usage contribution to community Economy ofscale, Augmented benefits Anchors Households
- 17.
- 18. BUSINESS MODEL ● PPE ●Co-investment ● Maintenance fees ● Add’nt services ● Subscription fee ● Capacity co- investment (optional) ● Payments management ● Customer support ● Supplier management ● Delivery management ● Financial partner management Outsourced
- 19. Go to market WalMart Stage1 Stage 2 Columbia University (Anchor) Harlem & UWS
- 20.
- 21. NEXT STEPS ● Schedulemeetings with the key stakeholders at Columbia University ● Explore financing options, apply for grants, and competitions ● Negotiate with columbia university ● Start pilot program ● Continue customer discovery ● Conclude prototyping and MVP ● Household acquisition ● Expertise acquisition
- 22. Name Asumi DonnaDmitry Ola Wendy Degree program MBA ’18 MBA ’17 MBA ’17 MS in MSE ’17 MA in QMSS ’17 LinkedIn https://www.lin kedin.com/in/as umi-ota- 04532717 www.linkedin.c om/in/donnasa nders https://www.lin kedin.com/in/kr otkov https://www.lin kedin.com/in/ol akeyede- olayinka https://www.lin kedin.com/in/w anting-wang SME Finance Operations Strategy Engineering Data Analysis Role Hustler Designer Hustler Picker Hacker Cool Fact Food and traveling make me happy! I was a ski instructor for the blind. I am an art collector. I started living alone at 16. Love traditional Chinese clothes. Our multidisciplinary Customer Development Team is comprised of five graduate students studying at Columbia University’s schools of Engineering, Business, and Arts & Sciences. We have distinguished professional careers in energy, banking, military, and consulting.