E245 dcveritas week4
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Transcript of E245 dcveritas week4
D.C. VeritasWeek 4: Customers
TEAM:Durell ColemanAndrew Harner Diana LinPedro Silva
“Vertical Axis Wind Turbine”
Customer Hypothesis:What we thought?
• User/buyer/payer• Owns a home• Highly environmentally conscious • Lives in CA, TX, CO, IL, WI (wind and people)• Pays 15 cents per kWh on average for electricity• Has an average electric bill between $100 and $150• Reduce by 10% of their total electric bill• They have looked into PV’s • The reason they haven't is the expense • They would buy a wind turbine from an unknown
firm • Influenced by neighbors and spouse
What we ran?
House interviews• 20 homeowners
On-line survey• 36 homeowners
Industry experience• Solar “Proxy”• Wind leanings
Map of “customers”
Wind Energy Cost
Homeowners Incentives
Our Customer Map
Puerto Rico
STATES TO CONSIDER
STATES WITH BIGGER POTENTIAL
DC
Industry experience:• Main Driver is $/kwh• Another driver is to reduce tier
(tier 2 is $.14/kwh and tier 3 is $.28/kwh)
• Target customer bill > $100• In 2010, small turbine sales $82.4
millions• Potential market is 13 million of
houses
Customer Responses
New customer profile• User/buyer/payer• Owns a home• Highly environmentally conscious • Lives in CA, TX, CO, IL, WI, NY• Pays 15 cents per kWh on average for electricity• Has an average electric bill between $100 and $150• Would be interested in saving $10-15 dollars per month• Payback period < 5 years• Which would be 10% 25% of their total electric bill• They have looked into PV’s • The reason they haven't is the expense • They would buy a wind turbine from an unknown firm • Influenced by neighbors and spouse
EarlyvangelistArchetype (Dennis)
• Fits the new customer profile• In 50s with kids in college• PV’s - want to couple with remodeling and is $$.• Subscribes to Northern Tool Company Magazine.• He would buy a wind turbine from an unknown
firm and are interested in beta testing.• Has exhausted many of the energy/money
saving alternatives. • Less concerned about their neighbors than many
and compares the turbine to antennas and other such things on people's roof.
QUESTIONS?
Index 1: Market Growth US
Index 2: Market Growth UK
Index 3: CA tier reduction