Presentation Transcript

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