Marketing & Sales of Solar Energy Systems

ASUJuly 11-12, 2008

Brandon Leavitt

bl@solarserviceinc.com

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