Download - D.C. Veritas Final Presentation
D.C. VeritasFinal Presentation
Source: TAK Studio
Initial IdeaAffordable
New home applianceStatus
Team Members Durell Coleman
Mechanical Engineer
Diana Lin Chemical Engineer
Andrew Harner Mechanical and Aerospace
Engineer
Pedro Silva Civil Engineer
Business Model Canvas #1
• Cheap wind• Green status
symbol• Diversify
energy portfolio
• Faster payback than alternatives
• Single family homeowner
• House rental groups
• Contractors in home remodeling
• Direct sales• Web site• Home Depot
• 5 yr full service Warranty
• Want re-buy from customers
• Asset sales
• Wind• Cheap manufacturing
process - Intellectual property
• Need Initial capital• Endorsements by
environmental groups, and local governments
• Continue R&D• Get certifications• Get approvals from
city councils • Environmental,
bird, wildlife groups (regulations, publicity)
• City councils (new regulations, permits).
• Contractors
• Cost-driven model to provide inexpensive, quality product
• Single family homeowner
• Direct sales
• City councils (new regulations, permits). • Faster
payback than alternatives
What we did
Customer Interviews Door-to-door
Farmer’s market
Online survey
What we learned
Bigger turbine
Neighbors approval
Market education
Customer archetype
Market Research
Solar and Wind proxies
Industry Experts
What we learned
Wind predictability
High customer acquisition cost
Solar competition
Initial IdeaAffordable
New home applianceStatus
Now What?
Company Reflection
Why Lamp Post !• “Hair On Fire”
• “I can either fix potholes and storm drains or keep paying $800,000 a year for electricity.”- Public Works Director Rick Moshier – Santa Rosa
• City wide distributed energy grid
• Advantage over solar
• Local sustainable generation
• 15 million city street lights
Business Model Canvas # 2
• Retrofit wind turbine for street and highway lamps.
• Create own wind turbines with pole manufacturers
• Be owner of cheap green status symbol
• Diversify green energy portfolio
• Fast payback than alternatives
• Single family wealthy, green home and land owner in CA, TX ,CO, WI, NY
• Cities• Lighting
Companies
• Direct sales to cities
• Web site• Home Depot
• 5 year full service Warranty
• After 5 years, service charge
• Utility to manage after warranty expiration
• Extended warranty option
• Direct Sales• Service Calls• Leasing
• Cheap manufacturing process - Intellectual property
• $1.5 MM of capital to start manufacturing and distribution for year 1 and 2
• Manufacturing Parts• Endorsements by
environmental groups, and local governments
• Continuous advertise and recruit new customers (city councils)
• Build relationship with city engineers and council members
• Understand customer, influencers, motivations, problems, competitors
• Form partnerships for maximum reach
• Submit bids for city RFPs• Continue R&D• Get certifications• Gain Credibility
• Environmental, bird, wildlife groups (regulations, publicity)
• City councils not HOA(new regulations, permits).
• Lighting Manufacturers
• Electricians and Contractors for Installation/Maintenance
• Research Labs• Turbine Certifiers
• Cost-driven model to provide inexpensive, quality product
• Manufacturing costs and customer acquisition costs. • May consider in-house leasing option, if upfront costs is
large obstacle for customer and sufficient funding obtained (must be in future)
• Cities
• Retrofit wind turbine for street and highway lamps.
• Build relationship with city engineers and council members
• City councils not HOA
City Process
Learn about city approval Process
City Values
•Policies•Community Culture•State Mandates•City Budget Plan
Back to the envelop metrics
Request for
Quote
Technical Evaluation and Recommendati
on
City Council ApprovalIDEA
City Council “Pet-
Project”
Finance Approval
Planning Commission
What we learned
Cities interest in financial options
Long purchase cycles
Utilities decoupled
Barriers
DC Veritas Cities
WHO IS INSTALLING?WHO OWNS THE
PRODUCT?NEED PILOT CITIES
CANT INITIALLY OFFER PPA OR LEASING
DO WE HAVE THE BUDGET?WHO IS LIABLE IF IT FAILS?
IS IT WINDY ENOUGH HERE?
Barriers
DC Veritas Cities
Developer Utilities
Business Model Canvas – Final
• Retrofit wind turbine for street and highway lamps.
• Create own wind turbines with pole manufacturers
• Be owner of cheap green status symbol
• Diversify green energy portfolio
• Fast payback than alternatives
• Cities (pilot)
• Cities leasing
• Lighting Companies
• Developer -> Utilities -> City • Direct sales to
cities (long term) PILOTS
• Small Wind Developer
• 5 year full service Warranty,
• After 5 years, service charge
• Utility to manage after warranty expiration
• Extended warranty option
• Leasing, PPA• Direct Sales to wind developers?
• Cheap manufacturing process - Intellectual property
• R&D talent• Endorsements by
environmental groups, and local governments
• Finance
• Continuously advertise and recruit new customers (city councils)
• Build relationship with city engineers and council members
• Understand customer, influencers, motivations, problems, competitors
• Form partnerships (developers, cities, installers, maintenance) for maximum reach
• Submit bids for city RFPs• Continue R&D• Get certifications• Gain Credibility
• City council (new regulations, permits).
• Environmental, bird, wildlife groups (regulations, publicity)
• Lighting Manufacturers
• Electricians and Contractors for Installation/Maintenance
• Research Labs• Turbine Certifiers• Small Wind
Developers• Utilities
• Cost-driven model to provide inexpensive, quality product
• Manufacturing costs and customer acquisition costs. • May consider in-house leasing option, if upfront costs is
large obstacle for customer and sufficient funding obtained (must be in future)
• Cities leasing
• Developer -> Utilities -> City
• Leasing, PPA• Direct Sales to wind developers?
• Finance
Timeline
What we learned
Pilot project integral to prove product concept
Reduce perceived risk
Certification take a long time
Pilot interest Mariposa, Tx
Eco-school Demo site for sustainability Want to pilot
Sundance, Ut Ski resort is interested Large energy budget Green minded
LEARNINGS
Learnings - Customers
Problem not product Don’t marry product Active customer
Real experience counts
Hypothesis often wrong
High customer acquisition costs
Learnings
Startups are roller coaster
Pass/Fail Criteria
Interviews are hard
Team value
What’s next
Structural wind loads
Liability and prior IP issues
Understand small wind developer
City interest in finance option
Build it!
QUESTIONS ?
Source: TAK Studio
Business Model Canvas – Week 1
• Cheap affordable wind turbine for the everyday American
• Be owner of cheap green status symbol
• Diversify energy portfolio,
• Fast payback than alternatives, < 5 yrs
• Single family homeowner
• House rental groups
• Contractors in home remodelling• Direct sales
• Web site• Home Depot
• 5 year full service Warranty
• Want re-buy from customers
• Sale of Product
• Cheap manufacturing process - Intellectual property
• Need initial capital• Endorsements by
environmental groups, and local governments
• Continue R&D• Get certifications• Get approvals from
city councils • Environmental,
bird, wildlife groups (regulations, publicity)
• City councils (new regulations, permits).
• Contractors
• Cost-driven model to provide inexpensive, quality product
Business Model Canvas – Week 2
• Cheap affordable wind turbine for the everyday American
• Be owner of cheap green status symbol
• Diversify energy portfolio,
• Fast payback than alternatives
• Single family homeowner in CA, TX ,CO, WI, NY
• House rental groups
• Contractors in home remodelling
• Direct sales• Web site• Home Depot
• 5 year full service Warranty
• Want rebuy from customers
• Direct Sales• Leasing• Service Calls
• Cheap manufacturing process - Intellectual property
• Need Iniitial capital• Endorsements by
environmental groups, and local governments
• Continuous advertise and recruit new customers
• Continue R&D• Get certifications• Get approvals from
city councils
• Environmental, bird, wildlife groups (regulations, publicity)
• City councils and neighborhood/??? (new regulations, permits).
• Contractors
• Cost-driven model to provide inexpensive, quality product
• May consider in-house leasing option, if upfront costs is large obstacle for customer and sufficient funding obtained.
Business Model Canvas – Week 3
• Cheap affordable wind turbine for the everyday American
• Be owner of cheap green status symbol
• Diversify energy portfolio,
• Fast payback than alternatives
• Single family wealthy, green home and land owner in CA, TX ,CO, WI, NY
• House rental groups
• Contractors in home remodelling
• Direct sales• Web site• Home Depot
• 5 year full service Warranty
• Additional Maintenance after
• Want rebuy from customers
• Direct Sales• Leasing• Service Calls
• Cheap manufacturing process - Intellectual property
• Need Iniitial capital (600k)
• Manufacturing Facilities and Areas
• Endorsements by environmental groups, and local governments
• Continuous advertise and recruit new customers
• Continue R&D• Get certifications• Get approvals from
city councils • Gain Credibility
• Environmental, bird, wildlife groups (regulations, publicity)
• City councils and neighborhood/??? (new regulations, permits).
• Contractors
• Cost-driven model to provide inexpensive, quality product
• May consider in-house leasing option, if upfront costs is large obstacle for customer and sufficient funding obtained.
Business Model Canvas – Week 4
• Cheap affordable wind turbine for the everyday American
• Cheap product more readily available
• Be owner of cheap green status symbol
• Diversify energy portfolio,
• Fast payback than alternatives
• Single family wealthy, green home and land owner in CA, TX ,CO, WI, NY
• House rental groups
• Contractors in home remodelling
• Direct sales• Web site• Home Depot
• 5 year full service Warranty
• Additional Maintenance after
• Want rebuy from customers
• Direct Sales• Leasing• Service Calls
• Cheap manufacturing process - Intellectual property
• Need Iniitial capital (600k)
• Manufacturing Parts• Endorsements by
environmental groups, and local governments
• Continuous advertise and recruit new customers
• Continue R&D• Get certifications• Get approvals from
city councils • Gain Credibility
• Environmental, bird, wildlife groups (regulations, publicity)
• City councils and neighborhood/??? (new regulations, permits).
• Contractors
• Cost-driven model to provide inexpensive, quality product
• Manufacturing costs and customer acquisition costs. • May consider in-house leasing option, if upfront costs is
large obstacle for customer and sufficient funding obtained (must be in future)
Business Model Canvas – Week 5
• Cheap product more readily
• Retrofit wind turbine for street and highway lamps.
• Create own wind turbines with pole manufacturers
• Be owner of cheap green status symbol
• Diversify green energy portfolio
• Fast payback than alternatives
• Single family wealthy, green home and land owner in CA, TX ,CO, WI, NY
• Cities• Lighting
Companies• Utilities
• Direct sales to cities (long term)
• Web site• Home Depot
• 5 year full service Warranty
• After 5 years, service charge
• Utility to manage after warranty expiration
• Extended warranty option
• Direct Sales• Service Calls• Leasing
• Cheap manufacturing process - Intellectual property
• $1.5 MM of capital to start manufacturing and distribution for year 1 and 2
• Manufacturing Parts• Endorsements by
environmental groups, and local governments
• Continuous advertise and recruit new customers (city councils)
• Build relationship with city engineers and council members
• Understand customer, influencers, motivations, problems, competitors
• Form partnerships for maximum reach
• Submit bids for city RFPs• Continue R&D• Get certifications• Gain Credibility
• Environmental, bird, wildlife groups (regulations, publicity)
• City councils and neighborhood/??? (new regulations, permits).
• Lighting Manufacturers
• Electricians and Contractors for Installation/Maintenance
• Cost-driven model to provide inexpensive, quality product
• Manufacturing costs and customer acquisition costs. • May consider in-house leasing option, if upfront costs is
large obstacle for customer and sufficient funding obtained (must be in future)
• Retrofit wind turbine for street and highway lamps.
• Use competitive, local, renewable energy, strong green symbol
• Diversify energy portfolio,
• Fast payback than alternatives.
• Cities• Lighting
Companies• Utilities• County –
State Level
• Direct sales to the city or utility, and forming long term relationship for maintenance and replacements.
• 5 year maintenance and warranty
• After 5 years, service charge• Utility to manage after
warranty expiration• Extended warranty option
• Asset sales and service calls• Leasing and PPA? (under review)
• Cheap manufacturing process - Intellectual property
• $1.5 MM of capital to start manufacturing and distribution for year 1 and 2
• Endorsements by environmental groups, city consortiums for renewable energy, public utilities, city council planning department
• Build relationship with city engineers and council members
• Understand customer, influencers, motivations, problems, competitors
• Form partnerships for maximum reach
• Submit bids for city RFPs
• Environmental, bird, wildlife groups (regulations, publicity)
• City councils (new regulations, permits).
• Light manufacturers, installers to package product/services
• Electricians, contractors, light maintenance for additional workforce
• Cost-driven model to provide inexpensive, quality product
• Manufacturing costs and customer acquisition costs. • May consider in-house leasing option, if upfront costs is
large obstacle for customer and sufficient funding obtained.
Business Model Canvas – Week 6
• Retrofit wind turbine for street and highway lamps.
• Use competitive, local, renewable energy, strong green symbol
• Diversify energy portfolio,
• Fast payback than alternatives.
• Cities• Utilities• County –
State Level
• Direct sales to the city or utility, and forming long term relationship for maintenance and replacements.
• 5 year maintenance and warranty
• After 5 years, service charge• Utility to manage after
warranty expiration• Extended warranty option
• Asset sales and service calls• Leasing and PPA (Future)
• Cheap manufacturing process - Intellectual property
• $1.5 MM of capital to start manufacturing and distribution for year 1 and 2
• Endorsements by environmental groups, city consortiums for renewable energy, public utilities, city council planning department
• Build relationship with city engineers and council members
• Understand customer, influencers, motivations, problems, competitors
• Form partnerships for maximum reach
• Submit bids for city RFPs
• Environmental, bird, wildlife groups
• City councils (new regulations, permits).
• Light manufacturers,
• Installers/maintainers
• Research Labs• Turbine Certifiers
• Cost-driven model to provide inexpensive, quality product
• Manufacturing costs and customer acquisition costs. • May consider in-house leasing option, if upfront costs is
large obstacle for customer and sufficient funding obtained.
Business Model Canvas – Week 7
Business Model Canvas – Final
• Retrofit wind turbine for street and highway lamps.
• Create own wind turbines with pole manufacturers
• Be owner of cheap green status symbol
• Diversify green energy portfolio
• Fast payback than alternatives
• Cities (pilot)
• Cities leasing
• Lighting Companies
• Developer -> Utilities -> City • Direct sales to
cities (long term) PILOTS
• Small Wind Developer
• 5 year full service Warranty,
• After 5 years, service charge
• Utility to manage after warranty expiration
• Extended warranty option
• Leasing, PPA• Direct Sales to wind developers?
• Cheap manufacturing process - Intellectual property
• R&D talent• Endorsements by
environmental groups, and local governments
• Finance
• Continuously advertise and recruit new customers (city councils)
• Build relationship with city engineers and council members
• Understand customer, influencers, motivations, problems, competitors
• Form partnerships (developers, cities, installers, maintenance) for maximum reach
• Submit bids for city RFPs• Continue R&D• Get certifications• Gain Credibility
• City council (new regulations, permits).
• Environmental, bird, wildlife groups (regulations, publicity)
• Lighting Manufacturers
• Electricians and Contractors for Installation/Maintenance
• Research Labs• Turbine Certifiers• Small Wind
Developers• Utilities
• Cost-driven model to provide inexpensive, quality product
• Manufacturing costs and customer acquisition costs. • May consider in-house leasing option, if upfront costs is
large obstacle for customer and sufficient funding obtained (must be in future)
• Leasing, PPA• Direct Sales to wind developers?
QUESTIONS ?
Source: TAK Studio