Home Energy SaverCleantech to Market
Gaurav ChawlaL C i kiLen Conapinski
Mark HabermanJohn Holgate
Agenda
1 Home Energy Saver Overview1. Home Energy Saver Overview
2. Market and Competitor Analysis
3. SWOT Analysis and Feedback
4. Next Steps
Energy Consumption at HomeEnergy Consumption at Home
Residential
U.S. Energy ConsumptionHomes consume 1/5 of energy in the U.S.
buildings22% Potential for 840 TWh of
savings by 2020 in all buildings (approx. 1/7 of U.S. consumption)
Commercial buildings
18%
Other60% Homeowners: unmet need
for access to info for energy usage efficiency!
Source: National Research Council of the National Academy of Sciences; “Home Energy Saver/HOHM R&D 100” application
energy usage efficiency!
Home Energy Saver
API interface and online tool
Home Energy Saver
Home Energy SaverHome Energy Saver
Assessment of energy usage
Home Energy SaverHome Energy Saver
YEARLY ENERGY COSTS
Existing Home $2,111
Wi h U d $1 180With Upgrades $1,180
Total Heating Cooling Hot Water LargeAppliances
SmallAppliances Lighting
Existing Home $2,111 $751 $11 $349 $606 $186 $208With Upgrades $1,180 $360 $11 $213 $337 $186 $73With Upgrades $1,180 $360 $11 $213 $337 $186 $73Savings $931 $391 $0 $136 $269 $0 $135
Recommendation tool for home upgrade (ROI, payback periods)
HES Wins Awards and PraiseHES Wins Awards and PraiseAwards for Home Energy Saver Testimonials
“One of the best 100 inventions of 2009”(in conjunction with Microsoft HOHM)
Bill Richardson, Former U.S. Sec. of Energy
“One of the top 100 products in the DOE’s 23 year lifetime.”(2000)
Rick Rosa, Utility Energy Auditor(2000)
“One of the top undis-covered websites”covered websites(2004)
Nick Wilder, Homeowner
Market Players
Home Energy Home Energy Players in the Online Real Estate COMPETITORS POTENTIAL PARTNERS
Market Players
Home Energy Assessors
Home Energy Rating Systems
Players in the Home
Online Real Estate Services
(Utilities)
(Appliances)
(HANs)
(Retrofitters)
Potential Opportunities for HESPotential Opportunities for HES
Home energyaudits
Home energy audits growing, may be required by law for home sales $310 million
Home retrofits
Energy retrofits for homes may reach $35 billion by the year 2013 $350 million
EEnergyscore
metrics
Energy scores metrics will provide homeowners with the ability to easily enhance home values
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O li l t t i ff th i Online real estate sites
Online real estate companies offer their customers valuable information about TCO for a new home sale
$55 million
TOTAL Potential markets for HES $715 million
SWOT Analysis for HES
St th W k
SWOT Analysis for HES
Strengths WeaknessesLBNL brand & research Lack of dedicated marketing and sales team
C ti t DOE d t O t t i t d di dConnection to DOE and government Output is standardized
Absence of profit pressure Difficult to optimally price
Opportunities ThreatsHome Energy Scoring Mature competing productsHome Energy Scoring Mature competing products
Residential energy management Entry of larger market participants
Consumer awareness
University research partnerships
Licensee and Market FeedbackLicensee and Market Feedback
Make pricing more variableMake pricing more variable Lengthen β periodLengthen β period Streamline licensing processStreamline licensing process
“License payment should not be one time, but periodic or use based.
“The beta version has hundreds of inputs. It takes 20 to 30 hours to code, and then another 30 hours to test
“Once my beta version expired, I could not pull
lf t th t d periodic or use based. Upfront fees can be very demanding for small firms in this space.”
then another 30 hours to test the product. Even before we had started testing the product, the license expired.”
myself together to undergo the painful long process of reapplying.”
Create full-service outputCreate full-service output Customer participationCustomer participation Synergy Home ScoreSynergy Home Score
“We have considered implementing similar services for our online real estate customers, but I would like to
“Our central focus with regards to the accuracy of any energy assessment tool is, ‘how will this increase
“Having a Home Score to complement HES would be great for upselling improvements to home see greater development of
output visualization.”consumer participation in efficiency measures?’”
improvements to home owners”
HOME Energy Score TimelineHOME Energy Score Timeline
2010 2011 2012 2013 2014+
Energy Scoring MetricsEnergy Scoring Metrics
REALTORS
HOME OWNERS
HES
HANs & APPLIANCES
ENERGY AUDITORS
UTILITIES
H E S ill id t i ibilit f HES Home Energy Score will provide greater visibility for HES, increasing demand across all potential customer sectors.
Pricing and API ManagementPricing and API Management
• Must be ready to serve many customersMust be ready to serve many customers• Tap external administration and marketing expertise
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“Smart Home” EcosystemSmart Home Ecosystem
Home Energy Saver offers synergies with the development of Home Area Networks
Executive SummaryExecutive Summary
Home Energy Saver: a cutting-edge online tool
BUT
Competitors are quickly catching up
SO
Leverage brand and research to:1) Increase audit & enter real estate markets2) Improve API and customer service) p3) Reexamine pricing level and structure