d.c. veritas week 4: customers
DESCRIPTION
D.C. Veritas Week 4: Customers. TEAM: Durell Coleman Andrew Harner Diana Lin Pedro 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) - PowerPoint PPT PresentationTRANSCRIPT
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D.C. VeritasWeek 4: Customers
TEAM:Durell ColemanAndrew Harner Diana LinPedro Silva
“Vertical Axis Wind Turbine”
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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
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What we ran?
House interviews• 20 homeowners
On-line survey• 36 homeowners
Industry experience• Solar “Proxy”• Wind leanings
Map of “customers”
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Wind Energy Cost
Homeowners Incentives
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Our Customer Map
Puerto Rico
STATES TO CONSIDERSTATES WITH BIGGER POTENTIAL
DC
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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
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Customer Responses
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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
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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.
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QUESTIONS?
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Index 1: Market Growth US
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Index 2: Market Growth UK
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Index 3: CA tier reduction