How to Sell PV

Justin CanningUK Country Manager, UPSOLAR

02/2011

Global Company:- 10 Offices in 3 continents

- Global sales of 248MW in 2011 - Sales in over 20 countries

- Manufacturing platforms in Asia & Europe

Upsolar at a GlanceSocial Responsibility:- Among First of Chinese PV Manufacturers to perform comprehensive LCA- Engaged in PV Recycling program- Member of different PV associations worldwide

Innovation: - Sophisticated in-house R&D laboratory- Cooperation with innovative partners (components, structures, project development etc.)- Broad portfolio of components and products to adapt to local markets

Quality: - Strict qualification process of partners and components- Certifications from all around the world- Top Quality class recognized by Ökotest Magazine- Quality assurance supported by international insurance

20072008

20092010

2011

3080

120

220

400

4093 109

260

500Annual Capacity (MW)Turnover (MUSD)

Upsolar Growth

Shipped 60 MW

Shipped 86 MW

Shipped 168 MW

+ 58%+ 79%

Shipped 15 MW

Environmental Lab

Electrical Lab

Physiochemical Lab

Flashing and Dark Lab

Fabricating Room

R&D Lab

Upsolar R&D / Testing Center – Shanghai, China

Control R&D, Design, Testing & Qualification

40,000 sq. foot R&D center

Testing and qualification of components, materials and technology

Testing and selection of best performing component combinations

Regular off-line QC testing of randomly sampled modules from manufacuring lines

Integrated Micro-inverter A/C J-box

- Energy harvest maximized

- Enlighten performance monitoring

Efficient Grounding Frames

- Eliminates the need for aluminum rail

- Eliminates the need for grounding wire

- Reduces installation time by 40%

Rooftop Integration Frames

- Perfect esthetic integration

- Perfect roof insulation from the panels

Product Development with Innovative Partners

6

Glass:

EVA:

TPT:

Cell:

Silicon gel:

J-Box / CablesConnectors:

Utilizing Top Tier Components

High quality application of processes & technologies

Cost efficiency

Supply reliability

Top equipment

Expansion plans

Production capacity

Financial stability

Upsolar: R&D, design, expertise

Vertically integrated

Selected components

International teams

Total quality system

Quality control at each step

Best Quality / Price Ratio

Business Model Recognition

Module Manufacturing Innovation award from Solar Industry Awards

• most votes in category out of more than 40,000 who participated

• Industry award that recognises innvovation and technological excellence

World Class PowerGuard Insurance Coverage

• Policy is non-cancellable / irrevocable and coverage begins immediately

• Backs Upsolar’s Enhanced Module Warranty for 25 years

• Covers serial defects, module delaminating and power output loss

• Insured by providers with AM Best: Rated “A” Excellent or Better FSR

• 20 years of experience providing renewable energy industry insurance solutions

World Class Warranty and Insurance Coverage

International Customer Validation

Project locations:Belgium

Total Power:4.7MW / 1.5MW / 1.2MW

Investor :Zonnecentrale Limburg NV

Turn-key contractor:Machiels NV

Engineering :Izen NV

Type of Modules:UP-M200P

Type of area:Reconverted waste soils

Project Examples (IV)

Know your customer

I. The Techie (“amateur Engineer”)

Needs the detail

Has very strong opinions

Led by performance and kWp

II. Semi-Retiree

Led by ROI

Needs reassurance about Installer

Focus on warranties/guarantee’s

III. Eco Head

Less price sensitive

Looking at whole house solutions

Customer Service

I. Pre-sale

Always visit through consultation process or when taking order

Respond to enquiries quickly

Leave brochures/datasheets

II. Post-sale

Get feedback

Good for referrals – offer incentives

Don’t underestimate the value of good communications

Tactics

I. No pressure

Sets the wrong tone

Use your case studies (phone/visit)

Respond quickly to quote request, install request

II. Transparency

Cover all aspects – always follow up questions

Use products you can trust – do your research!

System Design – keep it simple

III. Price Awareness

Pitch it right – Pitch it fair

Know your competitors

The Big Picture

I. Renewables can be seen as an investment – win/win

II. Energy is going to cost a lot more in the future

III. UK is far behind the rest of Europe in installing renewables

IV. Government impact:

Carbon reduction targets to meet

Building and planning legislation to force green building

Tax and feed-in tariffs incentives

V. Demand will grow as renewables become mainstream.

“The Tipping Point” is coming

Why Install PV?

I. Return on investment – from 8%...

II. Installing a PV system enables the generation of on site electricity

III PV systems work equally well in any environment (urban or rural)

Easily installed on the roof of just about any building

Easily connected to a buildings electricity supply via an inverter

IV. Very reliable as there are no moving parts

V. Lifetime of the system is longer than 30 years

Selling the numbers

I. 3.76 kWh system scenario = 16 x 235w panels

II. Produces 3209 kWh pa on average. 1749kg CO2 savings

III. SAVING & INCOME

21p per unit cash back for 25 years = £674 pa

Reduced bills – say £224 pa if you are paying14p for power

Plus 3p for every unit of power exported = £48

IV. ANNUAL CASH BACK & SAVINGS = around £1,123 pa

V. Return of investment around 11% (£10k investment)

Price of panel will impact on this ROI

VI. System lifetime earnings around £42k (25 years)

Know your facts

I. Higher Wattage panels are NOT better

II. Efficiency is NOT really important

III. The best tilt angle is NOT 30 degrees

IV. Using the Solar power first is NOT complicated

V. Perfectly south is NOT that critical

VI. The critical players are NOT the module/inverter manufacturers

Schmid, Oerlikon, 3S Modultec, PVA Tepla

VII. Mono is NOT better than poly

Truisms (or clichés)

I. Look after your customer……….

………and they will look after you

II. Keep your friends close & your enemies closer………..

………..(consider sharing referrals/ideas?)

III. Let the figures do the talking……………..

………..calculate yield/ROI (no hidden costs!)

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