Cole hershkowitz chai_day5

Helping homeowners feel green.

Cole Hershkowitz(ME Undergrad)

Ka Suen(Phys Undergrad)

Sam Jones(EE Undergrad)

Subhonmesh Bose(CS PhD)

Elisabeth Neigert(Designer, biz dev)

Fei Yang(ME Undergrad)

Matt Church(business dev)

Chai Energy

TEAM:

No. Of Customers

Utility Ratepayers

Yesterday 8 1

This Week 30 24

Total 54

Things We Learned• Utilities don’t buy unproven products• Large utilities are adverse to changing ideas• Municipal Power Companies are more receptive to 3rd party products• Every state has different incentives for demand response• Governing bodies mandate and allow utilities to implement

• All Californians can already do demand response• Residential DR is not proven to be cost effective• DR must be automated and response time within 30 minutes

• Customers want to care about sustainability but cost prohibited in entering monitoring • If too much work is involved then not worth it• Incentives can be provided to make people care

We are providing simple energy metrics for homeowners.

Idea:

How? • Read energy usage data• Disaggregate appliances• Suggest changes• Offer incentives• Connect homeowners to rebates• Provide TOU information

Why? • People care about their energy use.• People want to be green.

Product?Mobile applications allowing homeowners to view information about their energy use and provide tips on how to maximize efficiency.

Problems to Overcome“You can't manage what you don't measure”: How to get data?

Power at 1 second intervals:

Wattvision – 1000 on kickstarterZigbee Gateway – 20,000 pilots

TendrilDigiTED – 10,000 users

• Disaggregation to appliance level

• Appliance level Tips• Rebates• Energy eff. model

• Alerts• Cost analysis

Power at 1 hour intervals:

Green Button – 10 millionUtility MDMS data - 130 million

• Demand Response tips• Rebates

• Customer education• Load shifting• TOU• Compare with other homes

Partner to Utilities (OEM):

• Convince the first customer• (Burbank/ LADWP)

• Build & maintain communication platform

• Push additional features:• Education• Demand Response• Advertisement

Utility does not buy (Indep. app):

• Pilot test case for proof of concept

• Build customer base• Give them value to keep

them hooked• Push ads for money• Targeted advertisement• Analyze data

Paths to Data

Chai Energy Business Canvas – Day 5

Key Partners

Data sources• Utilities• Tendril• oPower• Wattvision• Digi• TED

Optional:Utilities• PG&E• LADWP• Burbank

Key Activities• Getting

software out to people

• Datacrunching

• Getting energy data

Value Proposition Customer Relationships Customer Segments

• Money Saved• Reduce Energy• Validate a green lifestyle• Understand appliance

energy use• Better DR experienceAccessible Knowledge

• Notifications• Virtual badges• Yard sign• Simple usability

• TOU pricing reduction• Sustainable status symbol• Appreciation for being green• Flexibility

• Word of mouth• Yard signs• Word of mouth• Community• Continued savings and

usefulness• Push notifications

• TED users• Medium/High energy

use residents• Living in hot regions• Green people• College students

People who have the money to be green and care about their personal impact on the environment

Optional• Pilots

Channels Optional

• Demand Response Aggregators

• Municipal utilities

• App store• Social media• Community

Key Resources• Beta Testers• Money TED

devices• Behavioral

psychology tests

Optional• Customer engagement• Customer Education• Demand Response

Optional• Direct sales• VARs with existing utility

relationship

Cost Structure Revenue Streams

• Fixed cost of initial test• Marketing app• Hardware costs• Cost to reduce a kWh

• $3-$10 for one day reduction• A-B test and optimize

• Free

Optional• Utilities will pay for a kWh reduction

• 1st order – 1.25 per kWh• Varying rate based on ISO and CPUC mandates

• Sell to utilities for cost based on users

Day 1Idea: Reduce the cost of demand response events for utilities by providing incentives to homeowners to respond.

Day 2 - 4Idea 1 : Reduce the cost of demand response events for utilities by providing incentives to homeowners to respond.

Idea 2 : Do a better demand response experience for homeowners by targeting increased incentives and rewards with utilities paying us.

Idea 3 : Sell entire package of experience for demand response to utilities and maintain it for them.

Idea 4 : Create a mobile application aimed at engaging customers for utility customers.

Idea 5: Engage customers directly to help them understand their energy use.

What’s Next

• Keep on going: www.myChai.co• New hypothesis:

– Build exciting consumer products– Talk to more homeowners to find out what drives

purchasing decisions– Find out what drove Nest, Prius, Solar panels

• Contact hardware partners to get data– Wattvision, Digi, Exegen, TED, build ourown

• Explore finding deep value within energy data– Utility, advertisers, homeowners

Key Partners

Utilities• PG&E• SCE• From: Money• Giving: Energy

reduction

Data sources• Utilities• Tendril• oPower• From: Data

Key Activities• Software• Getting Partners to

sell DR to• Getting energy

data


• Understand appliance energy use

• Validate a green lifestyle

• Money/Savings• Reduce energy

• Utilities that are first movers

• Larger utilities• They want us to

boost our bottom line

• Word of mouth• Direct through

community• Continued savings and

usefulness• Through utilities

• Setup pilots, prove cost effective DR.

• Show positive results to other utilities to growKey Resources

• Beta Testers• Money for a DR

test• Behavioral

phycology

• Green people• Green influencers• College students• Homeowners want

to feeling rewarded and and acknowledged for being green

Channels• Provide engagement

with homeowners (optional)

• DR (optional)• Social media• Community• Word of mouth

• Direct sales

Cost Structure• Fixed cost of initial test• Cost to reduce a single kWh• Cost utilities will pay for a kWh reduction (how that changes

over the course of a year)

Revenue Streams• We make money by charging utilities to reduce load and keeping

the difference of what we have to pay customers to reduce their energy use.

• Pricing for consumers will be A-B tested using many different parameters including reward, social pressure, etc.

Business Canvas 1Chai Energy Key Partners


reduction


Chai Energy Key Activities• Software• Getting Partners to

sell DR to• Getting energy

data

Chai EnergyValue Proposition

Chai EnergyCustomer Relationships

Chai EnergyCustomer Segments

• Notifications -• Competition of energy

saving• Homeowners not

feeling rewarded and and acknowledged for being green

• Leveraging homeowner behavior to reduce energy

• Utilities that are first movers

• Larger utilities• They want us to


• Word of mouth• Direct through

community• Continued savings and

usefulness• Through utilities

• Setup pilots, prove cost effective DR.

• Show positive results to other utilities to growChai Energy

Key Resources• Beta Testers• Money for a DR

test• Behavioral

phycology

• Green people• Green influencers• College students• Homeowners want

to feeling rewarded and and acknowledged for being green

Chai EnergyChannels

• Providing energy (reductions) at a low cost during peak demand times

• Effective customer engagement

• Social media• Community• Word of mouth

• Direct sales

Chai Energy Cost Structure• Fixed cost of initial test• Cost to reduce a single kWh• Cost utilities will pay for a kWh reduction (how that changes

over the course of a year)

Chai Energy_Revenue Streams• We make money by charging utilities to reduce load and keeping

the difference of what we have to pay customers to reduce their energy use.

• Pricing for consumers will be A-B tested using many different parameters including reward, social pressure, etc.


Key Partners


reduction


Key Activities• Software• Getting

Partners to sell DR to



• Competition• Energy reduction• Money• Sustainable status

symbol• Appreciation for being

green• Flexibility

• Better DR experience• Notifications• Virtual badges• Yard sign• Simple usability

• Word of mouth• community• Continued savings

and usefulness• Push notifications• Through utilities

• Aware of energy use

• Med. energy use

• Green people• College students• Green ack.

• On the fence greenos

• Pilots• Low DR price point• Use SCE as social

proof

Channels

• Social media• Community• Word of mouth• Yard sign

Key Resources• Beta Testers• Money for a

DR test• Behavioral

phycology

• Peak load reduction• Customer engagement• Justify smart meters• Lower cost DR

• DR Analytics• A-B testing

• First movers• Larger• They want us to


• Direct sales


• Fixed cost of initial test• Cost to reduce a kWh


• Free

• Utilities will pay for a kWh reduction• 1st order – 1.25 per kWh


Key Partners


reduction






• Money• Sustainable status

symbol• Appreciation for being

green• Flexibility

• Better DR experience• Notifications• Virtual badges• Yard sign• Simple usability

• TOU pricing reduction

Get• Utility mailingKeep• Tips• Push notifications• Continued savingsGrow• Word community• Word of mouth• Yard signs• Through utilities

• Green people• College students

• Energy Aware• Med. energy use• Hot regions• SCE Tier 5• On the fence

greenos

Get• PilotsKeep• Low DR price pointGrow• Use SCE as social proof

Channels

• Utility’s channels• App store• Social media• Community

• Word of mouth• Yard signs



phycology

• Peak load reduction• Customer engagement• Justify smart meters• Lower cost DR • DR Analytics

• A-B testing

• First movers• Larger• Municipal utils.• They want us to


• CPUC Mandates• Direct sales• VARs with existing utility

relationship


Chai Energy Business Canvas - 4

Key Partners

Utilities• PG&E• LADWP• Burbank• SCE• From: Money• Giving: Energy

reduction






• Money• Sustainable status symbol• Appreciation for being green• Flexibility• Better DR experience


• TOU pricing reduction• Knowledge

• Word of mouth• Yard signs• Word of mouth• community• Continued savings and

usefulness• Push notifications• Through utilities

• Aware of energy use

• Med. energy use• Hot regions

• Green people• College students• Green ack.

• On the fence greenos

• Pilots• Low DR price point• Use SCE as social proof

Channels • First movers• Larger• Municipal utilities• They want us to




phycology

• Peak load reduction• Customer engagement• Justify smart meters• Customer Education• Lower cost DR • DR Analytics

• A-B testing

• Utility’s channels• Mailings


• Word of mouth• Yard signs

• Direct sales• VARs with existing utility

relationship


• Fixed cost of initial test• Cost to reduce a kWh


• Free

• Utilities will pay for a kWh reduction• 1st order – 1.25 per kWh• Varying rate based on ISO and CPUC mandates

• Sell to utilities for cost based on users


Key Partners

Data sources• Utilities• Tendril• oPower• Wattvision• Digi• TED

Optional:Utilities• PG&E• LADWP• Burbank

Key Activities• Getting

software out to people

• Datacrunching



• Money Saved• Reduce Energy• Validate a green lifestyle• Understand appliance

energy use• Better DR experienceAccessible Knowledge


• TOU pricing reduction• Sustainable status symbol• Appreciation for being green• Flexibility

• Word of mouth• Yard signs• Word of mouth• Community• Continued savings and

usefulness• Push notifications

• TED users• Medium/High energy

use residents• Living in hot regions• Green people• College students

People who have the money to be green and care about their personal impact on the environment

Optional• Pilots

Channels Optional

• Demand Response Aggregators

• Municipal utilities


Key Resources• Beta Testers• Money TED

devices• Behavioral

psychology tests

Optional• Customer engagement• Customer Education• Demand Response

• Direct sales• VARs with existing utility

relationship


• Fixed cost of initial test• Marketing app• Hardware costs• Cost to reduce a kWh

• $3-$10 for one day reduction

• Free

Optional• Utilities will pay for a kWh reduction

• 1st order – 1.25 per kWh• Varying rate based on ISO and CPUC mandates

Your 1st Day Presentation – Slide 2

Cole hershkowitz chai_day5

Education

Transcript of Cole hershkowitz chai_day5