Smarter EnergyJoel Brown, Jeremy Glassenberg, Matt Grieco,

Adam Stout, Sean Travis

Consumers desire a product that aids in the reduction of

energy usage, overall electricity costs and

provides benefits to the environment.

This opportunity is support by several

trends• Between 5-23% of a households energy

consumption is leaking energy

• Increased environmental and social awareness

• Proliferation of energy efficient appliances (Energy Star)

• Increased fear of household accidents

• Rising energy costs

Several Important Stakeholders

Bob – The “Do it Yourself” Homeowner

Bob is the lead technical strategist for a large engineer firm. He is very interested in the environment and concerned about global warming. He is not willing to pay a significant premium to go green, however he is very willing to make other sacrifices for green products (halogen light bulbs that are not as bright). Additionally, he believes that engineering should solve problems and make green products more cost competitive. Bob is a very knowledgeable consumer when it comes to energy usage. He is already aware of the energy leakage problem.

Bob is married with two adult children. He enjoys outdoor activities such as skiing, hiking and cycling.

Orie – The Wandering Soul

Orie is an undergraduate student in engineering. He is currently living in a fraternity house and therefore does not consider energy saving to be a priority, for he shares the bill with the rest of his house and has little authority over the energy management beyond his room. He therefore does not consider energy saving investments to be a priority for him at the moment. However, Orie is very interested in environmental factors including energy saving. More importantly to him, he also knows that when he soon enters the working world, the increasing energy costs and his initially low income would encourage him to watch his utility bills.

Although somewhat familiar with electronics, the energy industry is not Orie’s specialty. This makes him reluctant and skeptical to try new energy-saving measures, but his interest in environmental factors leaves him open to new options.

Mike – The Energy Producer• Michael Jensen is 40-years old and has been working

at Reliable Energy Company (REC) in Baltimore for 15 years. Mike started in the company as an Electrical Engineer and has worked as a field engineer before being promoted to his current position in the Strategic Planning Group. He enjoys working for REC and has no foreseeable plans to leave the company. As a strategic planner, Mike works with top management to forecast trends and make strategic decisions to satisfy the needs of customers and shareholders. Mike carefully reviews the demand planning forecast to ensure there is enough energy supplied to the grid at all times.

Mike is very particular about his energy consumption choices. For instance, he currently drives a four-cylinder vehicle with over 150k miles, and adjusts the thermostat low in the winter and high in the summer. Mike is frustrated at other people’s consumption habits. He regularly complains about the number of SUVs on the road and the excess light shining from his neighbors’ houses in the middle of the night. Mike eats lunch with his co-workers who also express dissatisfaction for other people’s illogical energy consumption decisions. 

Mike is happily married with two kids, and just recently purchased a larger house. He spends considerable time on the weekends around the house on home improvement projects. In his free time he enjoys the hiking, biking, and kayaking.

Value Opportunity Analysis

   

CompositeScore DIY Person

RetiredElectrician Hippie Renter

ElectrictyProvider

MaxScore

EMOTION

adventure 1.5 2     1   2

independence 1.3   1   2 1 2

security 1.8 2 1 1 2 3 3

sensuality 0           0

confidence 2.25   3 3 1 2 3

power 2.5       2 3 3

ERGONOMICS

comfort 1.5 2   2 1 1 2

safety 3 3 3 3 3 3 3

ease of use 2.4 2 3 3 2 2 3

AESTHETICS

visual  1.5 1 1 1   3 3

auditory 1.5 1       2 2

tactile 0           0

olfactory 0           0

taste 0           0

IDENTITY

point in time 3     3     3

sense of place 2     2   2 2

personality 2     1   3 3

IMPACTsocial  1.6 2 1 1 1 3 3

environment 3 3 3 3 3 3 3

CORE TECH.reliable 2.5 2   3 3 2 3

enabling 2.5   2 2 3 3 3

QUALITYcraftsmanship 2.4 3 3 2 2 2 3

durability 2.6 3 2 3 3 2 3

  PROFIT IMPACT 3   3   3   3

  BRAND IMPACT 1   1   1   1

  EXTENDABLE 3   3   3   3

Key Product Attributes

Effectively reduce the cost of home energy consumption

Simple controls that allow a layperson to customize to product to their needs

Compatible with existing home wiring and appliances (cannot be only available in new homes)

Reliable and safe

Social and environmental image not as important was expected