e245 dcveritas week4

D.C. VeritasWeek 4: Customers

TEAM:Durell ColemanAndrew Harner Diana LinPedro Silva

“Vertical Axis Wind Turbine”

Customer Hypothesis:What we thought?

• User/buyer/payer• Owns a home• Highly environmentally conscious • Lives in CA, TX, CO, IL, WI (wind and people)• Pays 15 cents per kWh on average for electricity• Has an average electric bill between $100 and $150• Reduce by 10% of their total electric bill• They have looked into PV’s • The reason they haven't is the expense • They would buy a wind turbine from an unknown

firm • Influenced by neighbors and spouse

What we ran?

House interviews• 20 homeowners

On-line survey• 36 homeowners

Industry experience• Solar “Proxy”• Wind leanings

Map of “customers”

Wind Energy Cost

Homeowners Incentives

Our Customer Map

Puerto Rico

STATES TO CONSIDER

STATES WITH BIGGER POTENTIAL

DC

Industry experience:• Main Driver is $/kwh• Another driver is to reduce tier

(tier 2 is $.14/kwh and tier 3 is $.28/kwh)

• Target customer bill > $100• In 2010, small turbine sales $82.4

millions• Potential market is 13 million of

houses

Customer Responses

New customer profile• User/buyer/payer• Owns a home• Highly environmentally conscious • Lives in CA, TX, CO, IL, WI, NY• Pays 15 cents per kWh on average for electricity• Has an average electric bill between $100 and $150• Would be interested in saving $10-15 dollars per month• Payback period < 5 years• Which would be 10% 25% of their total electric bill• They have looked into PV’s • The reason they haven't is the expense • They would buy a wind turbine from an unknown firm • Influenced by neighbors and spouse

EarlyvangelistArchetype (Dennis)

• Fits the new customer profile• In 50s with kids in college• PV’s - want to couple with remodeling and is $$.• Subscribes to Northern Tool Company Magazine.• He would buy a wind turbine from an unknown

firm and are interested in beta testing.• Has exhausted many of the energy/money

saving alternatives. • Less concerned about their neighbors than many

and compares the turbine to antennas and other such things on people's roof.

QUESTIONS?

Index 1: Market Growth US

Index 2: Market Growth UK

Index 3: CA tier reduction