MobidemicsGreen Energy Redefined

Nilanjan Banerjee (PI) Xiangyu Liu (EL) Douglas Hutchings (CM)

Our Punchline

We are a third generation energy management

company for grid-tied and off-grid homes. While other

companies provide visualization and monitoring of PV

systems, we provide intelligent appliance-level

profiling, personalized energy recommendations,

and home specific energy optimizations.

Market: new product in an existing market.

Our Punchline

We have four companies --- Complete solar

solutions, Trem|wel Energy, Steller Sun, Wal-mart

Center (proxy to Retail Stores and ADT) -- want to

market our system and even bundle it with their

product. They are waiting on us for a demonstration.

The Business Model Canvas Updated

Homeowners

(off-grid, grid-tied):

-energy-saving

recommendations

-per-appliance

profiling

-maximize cost of

electricity sold

Long Term

Analytic engine

Backend

Maintenance

Home owner and

commercial blgs

One time installation fee

Utility

Companies

Solar Installation

CompaniesWebservice:

utility company

solar installer

Utility company:

renewable energy

data analytics

Solar installation

companies

Utility Companies

Energy meter

manufacturer

(z-wave)

Backend

Development

Webservice dev.

Nick Rosen Web/phone:

Home owners

Price-related monthly Subscription

The Business Model Canvas Updated

Homeowners

(off-grid, grid-tied):

-energy-saving

recommendations

-per-appliance

profiling

-maximize cost of

electricity sold

Long Term

Analytic engine

Backend

Maintenance

Home owner

One time installation

fee/leasing fee

Utility

Companies

Solar Installation

CompaniesWebservice:

utility company

solar installer

Solar installation

companies

Utility Companies

Energy meter

manufacturer

(z-wave)

Backend

Development

Webservice dev.

Nick Rosen Web/phone:

Home owners

~$10/month monthly subscription

Research Center

of Sustainability

Marketing

Campaign

Commercial

Buildings

Commercial

buildings

- Energy audits

Getting out of the building

Homeowners

Sustainability experts

Solar Companies

George Holmes (off-grid)

Jim Power (grid-tied)

And several others.

David Bradley (WalmartCenter Head)

Steller Sun

Getting out of the building

Investors and Marketing officials

Researchers (Sustainability)

John Marshall

Jon Keel

Jack King

(follow-up with these three)

Juan Balda (site director GRAPES)

Jim Phillip (CEO NanomechLLC)

Cost-benefit Analysis (off-grid)

primary cost (use of the generator) <=> per month electricity bill

6-8 hours of use

(5 gallons) $2.7/ hour

Winters

(2*10) hours

Maintenance cost

($4/month)

$60/month

Our data analysis on this house’s data shows that through

task rescheduling the use of the generator during the

winter can be PREVENTED

In an off-grid home

we can save Upto

$60/month

Grid-tied with Renewables

Our savings

Residential: 50c/day

Commercial: 300c/day

10AM – 8PM

More cost:

2.5c/KWh/peak hours

http://www.energypriorities.com

http://eia.gov

Residential: 30 KWh/day

Commercial: 200KWh/day

Consume less

and sell back

during

peak hoursIn grid-tied space our savings

Residential: $15/month

Commercial: $90/month

How much will a customer pay?

0 10 20 30 40 50

30

75

125

150

Ele

ctr

icity b

ill

% responses0 10 20 30 40 50

0

5

10

20

% responses%

of bill

will

ing t

o p

ay

Customer avgmoney spend/month on power = $65

Customer willing to pay on an avg = 50% of the savings

Assumption: 30% savings

Off-grid

For a monthly subscription

we can charge on an avg

$10/month

Cost of Customer Demand (web)

Particulars Numbers

Webpage visits 184

Secondary page visit 41

Unique visitors 137

Bounce Rate 86.5%

Revisits (Conversion rate metric)

23%

Time spent on page 1:34

Conversion (from front to next page)

30%

Adword Campaign+ AnalyticsParticulars Numbers

Clicks 58

Cost $34

22.5% of the traffic

Google

(assumption: Adwords)

Conversion rate: 23%

Conversion rate: 30%

137 unique visitors

Cost: $34

Webpage analytics

685 visits (extrapolation)

$25

$1.21/customer

$1.02/customer

Our Payment Flow

Mobidemics

Solar

installation Home/comme

rcial

service

fee

and

subscription

pays us

our share

We have four companies --- Complete solar solutions,

Trem|wel Energy, Steller Sun, Wal-mart Center (proxy to

Retail Stores and ADT) -- want to market our system and even

bundle it with their product.

Our pricing models

v

One time installation fee

2K-3K

depending on hardware

monthly subscription

@50% of savings

v

lease hardware

1K

depending on hardwarev

charge flat rate

$15/month

assuming 30% of $90

Risks

1. Non determinism

2. Calculate savings

Risks

1. Under-charging

2. Overestimate sav

Model 1

Model 2

What are our competitors doing?

vSolar installation companies

Complete SS

Steller sun, Stitt energy

one time installation fee

($4-$5 / W)

vAnalytic companies

(Onzo, Opower) vSubscription fee

($5-$10/month)

vSmart Automation

Control4v

$1000 - $120,000

in 2 years in

installation and maint

Dialogue with Investors

They wanted a cost-benefit analysis of our system

Follow up meeting with 3 investors to show demonstrations

Extend our system to commercial buildingsWal-mart, Retails ADT looking at energy conservation

Other Key Learnings

Partner with home automation systems such as Control4.

- Users pay from $1000 -- $120,000 over 2-3 years in installation and

maintenance fee

- their energy management tools are manual

Focus on states where there is a time-of-daypricing structure

- CA, NY, CO, OR, Washington, Vermont, Arizona.

Things to do.

Explore the commercial building space

Get more validation on the customer demand cost, and revenue stream

Follow up with the investors

Follow up with contacts in utility companies