marketing & sales of solar energy systems asu july 11-12, 2008 brandon leavitt...
TRANSCRIPT
Overview
Value Proposition Advertising Effective marketing materials Public relations & community education Solar incentives
What Value are you Offering?
Lower utility bills Clean energy Smart investment Energy independence
Strong local economy Increased property
value Positive publicity (for
businesses)
Who is your target market?
What are their needs?
Creating a Value Proposition
Think about: What value are you
offering? How does this apply
from the customer’s perspective?
What is your competitive advantage?
Necessary ingredients: Passion A hook
Solar Service helps individuals and
business take control of their energy future by utilizing clean, reliable, and affordable solar energy.
Marketing Solar
Impressions left for target market
Is solar black boxes on the roof? Or is it…
Cutting edge
Trendy
Practical
Forward thinking
ReliableResponsible
Way of the Future
Intriguing
Innovative
Sustainable
Simple
Hi-Tec
DC Power
Advertising
Print Adds Trade Shows Radio Website (source of
50% of our leads) Google Adwords
Direct mailing Conferences Vehicles Signs Pens, mugs, shirts,
hats, etc. Magnets on all tanks
Google Adwords Pay per click Choose keywords Choose geographic
area Set maximum daily
budget Increases traffic to
website
Free Publicity
SolarCity
Free Publicity Public Education
Conferences Tradeshows Schools Environmental groups Libraries Solar system dedication
Media – can supplement written materials Press releases PR Newswire (not free)
Referrals – Networking
Past customers (incentive) Networking groups Educational seminars Tradeshows Solar/Renewable Energy Association Complementary industries Building professionals
Contractors Architects
What is a federal tax credit? Dollar for dollar reduction on taxes owed Can be carried back 3 years & carried forward 15
years Available through 2008
System must be operational by 2008 Accelerated 5 yr Tax Write-off Visit www.seia.org for more information
Know the Solar Incentives
Tax Credit of 30% no cap Commercial credit no cap A $10,000 system would have $3,000 tax credit (if
no grants or state incentives are applied)
Accelerated Depreciation Tax rate x 85% x system cost 20% tax rate x 85% x $10,000 = $1,700 over 6 yrs
Federal Commercial Incentives
Accelerated DepreciationWrite-off Schedule
Year Write-off
1 20%
2 32%
3 19.2%
4 11.5%
5 11.5%
6 5.8%
Example
$50,000 Solar System
-$15,000 Tax Credit ($50,000 x 30%)
-$ 8,500 Tax Write-Off Value (85% x 20%* x $50,000)
$26,500 Final Price
*assumes 20% tax bracket
1. Pre-qualify Lead2. Site Survey3. Design System4. Create Proposal5. Signed Proposal & Deposit6. Prepare IL State Rebate Forms7. Apply for Permit (if required)8. Install Solar System & Collect Payment9. System Walk-through and Manual10. Congratulations Letter With Tax Credit Info
Residential Operations Process
Pre-qualify Lead
•Analyze Solar Potential
•Google Earth Helpful & Free
•Ballpark Price
•Explain What Solar Provides
•Source of Lead
•How Much kWh Use (PV)
Identify Show Stoppers Before Survey
Site Survey
Determine:•Location of System Components
•Solar Potential of Building
•System Cost
Explain:•How Solar Works
•What it Can Provide
•Government Incentives
Visio Drawing
Create Proposal
5. Signed Proposal & Deposit
6. Prepare IL State Rebate Forms
7. Apply for Permit
8. Install Solar System & Collect Payment
9. System Walk-through and Manual
10. Congratulations Letter With Tax Credit Info
Job File
Job Ticket: Solar Thermal
Updated Job Ticket: Solar Thermal
Job Progress Form
Job Ticket: Photovoltaic
Service Request
Congratulations
Letter