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D.C. Veritas Final Presentation

D.C. Veritas Final Presentation. Source: TAK Studio. Initial Idea. Affordable New home appliance Status. Team Members. Durell Coleman Mechanical Engineer. Andrew Harner Mechanical and Aerospace Engineer. Diana Lin Chemical Engineer. Pedro Silva Civil Engineer.

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D.C. Veritas Final Presentation

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  1. D.C. VeritasFinal Presentation Source: TAK Studio

  2. Initial Idea • Affordable • New home appliance • Status

  3. Team Members • Durell Coleman • Mechanical Engineer • Andrew Harner • Mechanical and Aerospace Engineer • Diana Lin • Chemical Engineer • Pedro Silva • Civil Engineer

  4. Business Model Canvas #1 • Continue R&D • Get certifications • Get approvals from city councils • Environmental, bird, wildlife groups (regulations, publicity) • City councils (new regulations, permits). • Contractors • Cheap wind • Green status symbol • Diversify energy portfolio • Faster payback than alternatives • 5 yr full service Warranty • Want re-buy from customers • Single family homeowner • House rental groups • Contractors in home remodeling • Single family homeowner • City councils (new regulations, permits). • Faster payback than alternatives • Wind • Cheap manufacturing process- Intellectual property • Need Initial capital • Endorsements by environmental groups, and local governments • Direct sales • Web site • Home Depot • Direct sales • Cost-driven model to provide inexpensive, quality product • Asset sales

  5. What we did • Customer Interviews • Door-to-door • Farmer’s market • Online survey

  6. What we learned • Bigger turbine • Market education • Neighborsapproval • Customer archetype

  7. Market Research • Solar and Wind proxies • Industry Experts

  8. What we learned • High customer acquisition cost • Wind predictability • Solar competition

  9. Initial Idea • Affordable • New home appliance • Status

  10. Now What? • Company Reflection

  11. 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

  12. Business Model Canvas # 2 • 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 • 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 • 5 year full service Warranty • After 5 years, service charge • Utility to manage after warranty expiration • Extended warranty option • Single family wealthy, green home and land owner in CA, TX ,CO, WI, NY • Cities • Lighting Companies • Build relationship with city engineers and council members • Retrofit wind turbine for street and highway lamps. • City councils not HOA • Cities • 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 • Direct sales to cities • Web site • Home Depot • 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) • Direct Sales • Service Calls • Leasing

  13. City Process • Policies • Community Culture • State Mandates • City Budget Plan • Learn about city approval Process City Values Planning Commission Technical Evaluation and Recommendation Back to the envelop metrics IDEA Request for Quote City Council Approval City Council “Pet-Project” Finance Approval

  14. What we learned • Cities interest in financial options • Long purchase cycles • Utilities decoupled

  15. Barriers 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? DC Veritas Cities

  16. Barriers Developer Utilities DC Veritas Cities

  17. Business Model Canvas – Final • 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 • 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 • 5 year full service Warranty, • After 5 years, service charge • Utility to manage after warranty expiration • Extended warranty option • Cities (pilot) • Cities leasing • Lighting Companies • Developer -> Utilities -> City • Cheap manufacturing process- Intellectual property • R&D talent • Endorsements by environmental groups, and local governments • Finance • Direct sales to cities (long term) PILOTS • Small Wind Developer • Cities leasing • Developer -> Utilities -> City • Finance • 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? • Leasing, PPA • Direct Sales to wind developers?

  18. Timeline

  19. What we learned • Pilot project integral to prove product concept • Reduce perceived risk • Certification take a long time

  20. Pilot interest • Mariposa, Tx • Eco-school • Demo site for sustainability • Want to pilot • Sundance, Ut • Ski resort is interested • Large energy budget • Green minded

  21. LEARNINGS

  22. Learnings - Customers • Problem not product • Don’t marry product • Active customer • Real experience counts • Hypothesis often wrong • High customer acquisition costs

  23. Learnings • Startups are roller coaster • Pass/Fail Criteria • Interviews are hard • Team value

  24. What’s next • Structural wind loads • Liability and prior IP issues • Understand small wind developer • City interest in finance option • Build it!

  25. QUESTIONS ? Source: TAK Studio

  26. Business Model Canvas – Week 1 • Continue R&D • Get certifications • Get approvals from city councils • Environmental, bird, wildlife groups (regulations, publicity) • City councils (new regulations, permits). • Contractors • Cheap affordable wind turbine for the everyday American • Be owner of cheap green status symbol • Diversify energy portfolio, • Fast payback than alternatives, < 5 yrs • 5 year full service Warranty • Want re-buy from customers • Single family homeowner • House rental groups • Contractors in home remodelling • Cheap manufacturing process- Intellectual property • Need initial capital • Endorsements by environmental groups, and local governments • Direct sales • Web site • Home Depot • Cost-driven model to provide inexpensive, quality product • Sale of Product

  27. Business Model Canvas – Week 2 • 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 • Cheap affordable wind turbine for the everyday American • Be owner of cheap green status symbol • Diversify energy portfolio, • Fast payback than alternatives • 5 year full service Warranty • Want rebuy from customers • Single family homeowner in CA, TX ,CO, WI, NY • House rental groups • Contractors in home remodelling • Cheap manufacturing process- Intellectual property • Need Iniitial capital • Endorsements by environmental groups, and local governments • Direct sales • Web site • Home Depot • 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. • Direct Sales • Leasing • Service Calls

  28. Business Model Canvas – Week 3 • 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 • Cheap affordable wind turbine for the everyday American • Be owner of cheap green status symbol • Diversify energy portfolio, • Fast payback than alternatives • 5 year full service Warranty • Additional Maintenance after • Want rebuy from customers • Single family wealthy, green home and land owner in CA, TX ,CO, WI, NY • House rental groups • Contractors in home remodelling • Cheap manufacturing process- Intellectual property • Need Iniitial capital (600k) • Manufacturing Facilities and Areas • Endorsements by environmental groups, and local governments • Direct sales • Web site • Home Depot • 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. • Direct Sales • Leasing • Service Calls

  29. Business Model Canvas – Week 4 • 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 • 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 • 5 year full service Warranty • Additional Maintenance after • Want rebuy from customers • Single family wealthy, green home and land owner in CA, TX ,CO, WI, NY • House rental groups • Contractors in home remodelling • Cheap manufacturing process- Intellectual property • Need Iniitial capital (600k) • Manufacturing Parts • Endorsements by environmental groups, and local governments • Direct sales • Web site • Home Depot • 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) • Direct Sales • Leasing • Service Calls

  30. Business Model Canvas – Week 5 • 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 • 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 • 5 year full service Warranty • After 5 years, service charge • Utility to manage after warranty expiration • Extended warranty option • Single family wealthy, green home and land owner in CA, TX ,CO, WI, NY • Cities • Lighting Companies • Utilities • 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 • Direct sales to cities (long term) • Web site • Home Depot • 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) • Direct Sales • Service Calls • Leasing

  31. Business Model Canvas – Week 6 • 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 • Retrofit wind turbine for street and highway lamps. • Use competitive, local, renewable energy, strong green symbol • Diversify energy portfolio, • Fast payback than alternatives. • 5 year maintenance and warranty • After 5 years, service charge • Utility to manage after warranty expiration • Extended warranty option • Cities • Lighting Companies • Utilities • County – State Level • 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 • Direct sales to the city or utility, and forming long term relationship for maintenance and replacements. • 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. • Asset sales and service calls • Leasing and PPA? (under review)

  32. Business Model Canvas – Week 7 • 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 • Retrofit wind turbine for street and highway lamps. • Use competitive, local, renewable energy, strong green symbol • Diversify energy portfolio, • Fast payback than alternatives. • 5 year maintenance and warranty • After 5 years, service charge • Utility to manage after warranty expiration • Extended warranty option • Cities • Utilities • County – State Level • 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 • Direct sales to the city or utility, and forming long term relationship for maintenance and replacements. • 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. • Asset sales and service calls • Leasing and PPA (Future)

  33. Business Model Canvas – Final • 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 • 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 • 5 year full service Warranty, • After 5 years, service charge • Utility to manage after warranty expiration • Extended warranty option • Cities (pilot) • Cities leasing • Lighting Companies • Developer -> Utilities -> City • Cheap manufacturing process- Intellectual property • R&D talent • Endorsements by environmental groups, and local governments • Finance • Direct sales to cities (long term) PILOTS • Small Wind Developer • 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? • Leasing, PPA • Direct Sales to wind developers?

  34. QUESTIONS ? Source: TAK Studio

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