1. No. Of Customers
Chai Energy Yesterday
Utility
8
Ratepayers
1
Helping homeowners feel green. This Week 30 24
Total 54
TEAM:
Cole Hershkowitz Ka Suen Sam Jones
(ME Undergrad) (Phys Undergrad) (EE Undergrad)
Elisabeth Neigert Subhonmesh Bose Fei Yang Matt Church
(Designer, biz dev) (CS PhD) (ME Undergrad) (business dev)

2. 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

3. Idea: We are providing simple energy metrics for
homeowners.
Why? • People care about their energy use.
• People want to be green.
How? • Read energy usage data
• Disaggregate appliances
• Suggest changes
• Offer incentives
• Connect homeowners to rebates
• Provide TOU information
Product?
Mobile applications allowing
homeowners to view information
about their energy use and
provide tips on how to maximize
efficiency.

4. Problems to Overcome
“You can't manage what you don't measure”: How to get data?
Power at 1 second intervals: Power at 1 hour intervals:
Wattvision – 1000 on kickstarter Green Button – 10 million
Zigbee Gateway – 20,000 pilots Utility MDMS data - 130
Tendril million
Digi
TED – 10,000 users
• Disaggregation to • Demand Response tips
appliance level • Rebates
• Appliance level Tips • Customer education
• Rebates • Load shifting
• Energy eff. model • TOU
• Alerts • Compare with other homes
• Cost analysis

5. Paths to Data
Utility does not buy (Indep. app): Partner to Utilities (OEM):
• Pilot test case for proof of • Convince the first customer
concept • (Burbank/ LADWP)
• Build customer base
• Give them value to keep • Build & maintain
them hooked communication platform
• Push ads for money
• Targeted advertisement • Push additional features:
• Analyze data • Education
• Demand Response
• Advertisement

6. Chai Energy Business Canvas – Day 5
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
• Getting
Data sources software out • Money Saved • Word of mouth • TED users
• Reduce Energy • Yard signs • Medium/High energy
• Utilities to people
• Word of mouth use residents
• Tendril • Data • Validate a green lifestyle
• Community • Living in hot regions
• oPower crunching • Understand appliance • Continued savings and • Green people
• Wattvision • Getting energy use usefulness • College students
• Digi
energy • Better DR experience • Push notifications
• TED
Accessible Knowledge People who have the
data Optional
• Notifications money to be green and
Optional: • Pilots
care about their personal
Utilities • Virtual badges
impact on the
• PG&E • Yard sign environment
• LADWP • Simple usability
• Burbank • TOU pricing reduction Channels Optional
• Sustainable status symbol • App store • Demand Response
• Appreciation for being green • Social media Aggregators
• Flexibility • Community • Municipal utilities
Key Resources Optional
• Beta Testers
• Customer engagement
• Money TED
devices • Customer Education
• Behavioral • Demand Response
psychology Optional
tests • Direct sales
• VARs with existing utility
relationship
Cost Structure Revenue Streams
• Fixed cost of initial test • Free
• Marketing app
Optional
• Hardware costs
• Utilities will pay for a kWh reduction
• Cost to reduce a kWh
• 1st order – 1.25 per kWh
• $3-$10 for one day reduction
• Varying rate based on ISO and CPUC mandates

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

8. Day 2 - 4
Idea 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.

9. 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

10. Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
• Software
Utilities • Getting Partners to
• PG&E sell DR to • Understand • Utilities that are
• SCE • Getting energy • Word of mouth first movers
• From: Money data
appliance energy • Larger utilities
• Direct through
• Giving: Energy use community • They want us to
reduction • Validate a green • Continued savings and boost our bottom
Data sources usefulness line
lifestyle
• Utilities • Through utilities
• Tendril • Money/Savings
• oPower • Reduce energy • Setup pilots, prove cost
• From: Data effective DR.
• Show positive results to
Key Resources other utilities to grow • Green people
• Beta Testers • Green influencers
• Money for a DR Channels • College students
test • Provide engagement • Homeowners want
• Behavioral with homeowners to feeling rewarded
phycology (optional) • Social media and and
• DR (optional) • Community acknowledged for
• Word of mouth being green
• Direct sales
Cost Structure Revenue Streams
• Fixed cost of initial test • We make money by charging utilities to reduce load and keeping
• Cost to reduce a single kWh the difference of what we have to pay customers to reduce their
• Cost utilities will pay for a kWh reduction (how that changes energy use.
over the course of a year) • Pricing for consumers will be A-B tested using many different
parameters including reward, social pressure, etc.

11. Business Canvas 1
Chai Energy Chai Energy Chai Energy Chai Energy Chai Energy
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
• Software
• Notifications - • Utilities that are
Utilities • Getting Partners to
• Competition of energy • Word of mouth first movers
• PG&E sell DR to
saving • Direct through • Larger utilities
• SCE • Getting energy
• Homeowners not community • They want us to
• From: Money data
feeling rewarded and • Continued savings and boost our bottom
• Giving: Energy
and acknowledged for usefulness line
reduction
being green • Through utilities
Data sources • Leveraging
• Utilities homeowner behavior • Setup pilots, prove cost
• Tendril to reduce energy effective DR.
• oPower • Show positive results to
• From: Data Chai Energy other utilities to grow • Green people
Key Resources • Green influencers
• Beta Testers Chai Energy • College students
• Providing energy • Homeowners want
• Money for a DR (reductions) at a low
Channels
test to feeling rewarded
cost during peak • Social media and and
• Behavioral demand times • Community
phycology acknowledged for
• Effective customer • Word of mouth being green
engagement
• Direct sales
Chai Energy Cost Structure Chai Energy_Revenue Streams
• Fixed cost of initial test • We make money by charging utilities to reduce load and keeping
• Cost to reduce a single kWh the difference of what we have to pay customers to reduce their
• Cost utilities will pay for a kWh reduction (how that changes energy use.
over the course of a year) • Pricing for consumers will be A-B tested using many different
parameters including reward, social pressure, etc.

12. Chai Energy Business Canvas – Day 2
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
• Software
Utilities • Getting • Competition • Word of mouth • Aware of energy
• PG&E Partners to • Energy reduction • community use
• SCE sell DR to • Money • Continued savings • Med. energy use
• From: Money • Getting • Sustainable status and usefulness
• Giving: Energy energy data symbol • Push notifications • Green people
reduction
• Appreciation for being • Through utilities • College students
Data sources
green • Green ack.
• Utilities • Pilots
• Flexibility
• Tendril • Low DR price point
• oPower • On the fence
• Use SCE as social
• From: Data • Better DR experience greenos
proof
• Notifications
• Virtual badges
• Yard sign Channels
• Simple usability
• Social media
Key Resources • Peak load reduction • Community • First movers
• Beta Testers • Customer engagement • Word of mouth • Larger
• Money for a • Justify smart meters • They want us to
• Yard sign
DR test
• Lower cost DR boost our
• Behavioral
phycology bottom line
• DR Analytics
• A-B testing • Direct sales
Cost Structure Revenue Streams
• Fixed cost of initial test • Free
• Cost to reduce a kWh
• Utilities will pay for a kWh reduction
• $3-$10 for one day reduction
• 1st order – 1.25 per kWh
• A-B test and optimize

13. Chai Energy Business Canvas – Day 3
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
• Software
Utilities • Getting • Money Get • Green people
• Sustainable status • Utility mailing • College students
• PG&E Partners to
Keep
• SCE sell DR to symbol
• Tips
• From: Money • Getting • Appreciation for being • Push notifications • Energy Aware
• Giving: Energy energy data green • Med. energy use
• Continued savings
reduction
• Flexibility Grow • Hot regions
Data sources • Word community • SCE Tier 5
• Utilities • Word of mouth
• Tendril • Better DR experience • On the fence
• Yard signs
• oPower • Notifications greenos
• Through utilities
• From: Data • Virtual badges
• Yard sign Get
• Pilots
• Simple usability
Keep
• Low DR price point
• TOU pricing reduction Grow
• Use SCE as social proof
Channels
• Utility’s channels
Key Resources • Peak load reduction • App store • First movers
• Beta Testers • Customer engagement • Social media • Larger
• Money for a • Community
• Justify smart meters • Municipal utils.
DR test
• Lower cost DR • Word of mouth • They want us to
• Behavioral
phycology • DR Analytics • Yard signs boost our
• A-B testing bottom line
• CPUC Mandates
• Direct sales
• VARs with existing utility
relationship
Cost Structure Revenue Streams

14. Chai Energy Business Canvas - 4
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
• Software
• Money • Word of mouth • Aware of energy
Utilities • Getting
• Sustainable status symbol • Yard signs use
• PG&E Partners to
• Appreciation for being green • Word of mouth • Med. energy use
• LADWP sell DR to
• Flexibility • community • Hot regions
• Burbank • Getting
• Better DR experience • Continued savings and
• SCE energy data
• Notifications usefulness • Green people
• From: Money
• Virtual badges • Push notifications • College students
• Giving: Energy
• Yard sign • Through utilities • Green ack.
reduction
• Simple usability
• Pilots
• TOU pricing reduction • On the fence
Data sources • Low DR price point
• Knowledge greenos
• Utilities • Use SCE as social proof
• Tendril
• oPower
• From: Data Channels • First movers
Key Resources • Peak load reduction • Larger
• Utility’s channels • Municipal utilities
• Beta Testers • Customer engagement • Mailings
• Money for a • Justify smart meters • They want us to
• App store boost our bottom
DR test • Customer Education • Social media
• Behavioral • Lower cost DR line
• Community
phycology • DR Analytics
• A-B testing • Word of mouth
• Yard signs
• Direct sales
• VARs with existing utility
relationship
Cost Structure Revenue Streams
• Fixed cost of initial test • Free
• Cost to reduce a kWh
• Utilities will pay for a kWh reduction
• $3-$10 for one day reduction
• 1st order – 1.25 per kWh
• A-B test and optimize
• Varying rate based on ISO and CPUC mandates

15. Chai Energy Business Canvas – Day 5
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
• Getting
Data sources software out • Money Saved • Word of mouth • TED users
• Reduce Energy • Yard signs • Medium/High energy
• Utilities to people
• Word of mouth use residents
• Tendril • Data • Validate a green lifestyle
• Community • Living in hot regions
• oPower crunching • Understand appliance • Continued savings and • Green people
• Wattvision • Getting energy use usefulness • College students
• Digi
energy • Better DR experience • Push notifications
• TED
Accessible Knowledge People who have the
data Optional
• Notifications money to be green and
Optional: • Pilots
care about their personal
Utilities • Virtual badges
impact on the
• PG&E • Yard sign environment
• LADWP • Simple usability
• Burbank • TOU pricing reduction Channels Optional
• Sustainable status symbol • App store • Demand Response
• Appreciation for being green • Social media Aggregators
• Flexibility • Community • Municipal utilities
Key Resources Optional
• Beta Testers
• Customer engagement
• Money TED
devices • Customer Education
• Behavioral • Demand Response
psychology
tests
• Direct sales
• VARs with existing utility
relationship
Cost Structure Revenue Streams
• Fixed cost of initial test • Free
• Marketing app
Optional
• Hardware costs
• Utilities will pay for a kWh reduction
• Cost to reduce a kWh
• 1st order – 1.25 per kWh

16. Your 1st Day Presentation – Slide 2