Marketing Plan Course Project from my Marketing Class while attending at The Minnesota School of Business for my Associates of Applied Science in Sales and Marketing.

1. Marketing plan for Off The
Grid Solar Energy
Elizabeth Wolfe
Minnesota School of Business
Photovoltaic installation on
Molokai General Hospital, Hawaii,

2. Off The Grid Solar Energy
 Off The Grid Solar Energy is pushing
forward in a tough economy to provide
clients with affordable solar modules by
renting the units on an individual basis.
Now single family homes and small
businesses alike will be able to take part in
reducing carbon emissions at an
affordable cost.
Our Company

3. Our Mission
 It is our goal at Off The Grid Solar Energy to provide our customers with the
cleanest form of energy by offering units at a low fixed rate. By renting
photovoltaic units customers are able to get off the grid, save money, and
better their environment by reducing their CO2 emissions.
 We see our customers and the sites they are located as individual and
unique; all units are custom fitted to best work with whatever situation you are
in. We strive for providing the best service in the industry; when renting one of
our units you can be assured that all maintenance and grievances will be
handled quickly and efficiently at no additional cost.
 Our photovoltaic panels are manufactured by one of the leading
manufacturers in the industry. We have the panels shipped all the way in from
China to our company so that our customers have the very top of the line in
technologies. In contributing to China’s economy as well as our own we feel
we are pushing into an age of innovations that unites the world’s technologies
so our planet can strive to be and have the very best.
 Cutting our CO2 emissions will greatly contribute to the health of our planet
so we can share the earth that we know and love with generations to come.
It is so important right now to protect the integrity of our land, air, and water
reserves that our company furthers our impact in reducing waste by choosing
eco-friendly waste removal and packaging all of our products in recyclable
materials.
Our Mission

4. Plan Overview
 Our present situation is that the present market wants to
be eco-friendly
 Off The Grid is on the right track with our strengths and
opportunities and we are taking steps to address threats
and weaknesses
 Major objectives are penetrating the market, providing
fast and reliable customer service, reducing waste, and
offering the lowest prices in rental
 The product is in the growth stage of the products life
cycle, early majority has yet to be addressed
 Segments holding early majorities are single family
homeowners and small businesses
 Marketing mix strategy focuses on benefitting a win-win
between our company and target markets
Plan Overview

5. The environment the product will be marketed in is showing
signs of an eco-trend, the economy is in a bad state and
people cannot afford to purchase solar units
Strengths
We care about our customers and
respond accordingly
Approach to marketing and distribution is
creative and innovative
Weaknesses
Lack of intelligence in technology
Lack of capital
Opportunities
Have no direct competition
Friendly pricing and distribution methods
according to the economic state
Green trends motivate customers to rent
Threats
Indirect competition is very well
established
Copycats with more capital may enter the
market
SWOT
Situation and SWOT
Analysis

6. Competitive Advantage
The firm’s competitive advantage is that our method
of distribution is different;
offering solar modules to families and businesses that
cannot afford them by renting them to our customers
as opposed to selling them for ownership
Situation and SWOT Analysis
Darling, Solar Module

7. Objectives
 Gain 10% market share in the overall market for photovoltaic
module units in Minnesota within the first year
 Recycle 95% of waste produced within the company by the
first years end; first quarter end recycle at least 75% of our
waste
 Handle 100% of customer inquiries in 24 hours or less by first
years end; first quarter end customer’s calls will be handled in
24 hours or less 85% of the time or better
 Install systems more efficiently by pushing the installation time
down to 2 days by first years end; first quarter end have an
installation time frame of 3 days or less
 All field managers trained and accredited by the IREC by first
years end
Marketing Objectives

8. Market Segments
Segment A
Middle class income families
in single family homes
 Price shoppers
 Can’t afford ownership in units
 Most have children
 Are between the ages of 27-45
 Dual-career households if
married
 Would most likely be early
majority
 High school educated with
some college
 Mid-level white collar and top
level blue collar
Segment B
Upper-middle class income
families in single family homes
 Prefer designer goods
 Typically have one
breadwinner and a stay at
home homemaker
 May be early adopters and
may already own a system
 College educated
 Upper level
management, professionals
and mid-level business
owners
Market Segmentation

9. Segment C
Working class income families
in single family homes
 Make less than the national
average
 Typically have smaller homes
 Most have children
 Between the ages of 24-40
 Speculative as to where
money goes
 May be late adopters
 Usually high school educated
 Mid-level blue collar and lower
level white collar workers
Segment D
Small business owners
 Generally do not have a lot
of capital to spend
 Find it desirable to go green
 Stay up on business trends
 May be part of the early
majority
Market Segmentation

10.  Will appreciate
our cost
advantage
 Have the
purchasing power
to rent our units
 Will appreciate a
low fixed utility
price
 One to one
marketing will
allow for custom
units to fit needs
and sight locations
Target Market A
Middle class income families
who own single family homes
make the most sense for our
target market at the given
time.
Target Market Strategy
Residential photovoltaic installation
in Plymouth, Wisconsin

11.  Businesses that go
green get media
attention
 Going green is
considered trendy
among the
commercial
community
 Have the
purchasing power
to rent our units
 Have special
needs and must
be treated on an
individual bases
Target Market B
Business trends confirm getting
involved with small businesses is
of great importance at this
time.
Target Market Strategy
Solar thermal installation at
the Allison Inn, Oregon

12. Marketing Mix Strategy :
Product
Tangibles
 State of the art solar
energy system
 Access to information
on mobile devices that
offers customers their
reduction of
CO2, battery
levels, input/output
functions, and rental
payment
 Shipped in recyclable
protective packaging
Intangibles
 Installation
 Customer Orientation
 Service representative
available 24 hours a
day
 Free maintenance
services
Marketing Mix Strategy :
Product

13. Product Life Cycle
 Photovoltaic panels were introduced in
the 1950’s
 Because photovoltaic were not cost
effective they fell into decline for a 50
year slump
 The turn of the millennium sparked
extensive research projects that turned
out to lower the cost of manufacturing
photovoltaic
 2001-2005 reintroduced photovoltaic
 2006-to date has shown a significant
growth stage as figure 1 illustrates
(Interstate Renewable Energy
Council, 2011).
 Maturity will be extensive and long lasting
 Modules should not fall into decline again
for a very long time
Marketing Mix Strategy:
Product
Figure 1: Cumulative U.S. Grid-tied
Photovoltaic Installations (2001-2010)

14. Distribution
 Units will be manufactured by
Suntech Power Holdings
 Units will be shipped via ground
travel through an outsourced
trucking company
 Units will be shipped to an
outsourced warehousing
specialist company
 After order units are then shipped
to the customer site
 Sales associates quote and
consult at prospects homes
 After installation trained
representatives orientate
customers to the new system
 During normal business hours
all customers calls are handled
by our in house customer
service reps.
 24 hour customer service
representatives are a service
outsourced to our company
for all other inquiries
Marketing Mix Strategy:
Distribution
HighResolutionDrivers, Industry, Men…

15.  Mailers
 Door to door
brochures in
specified locations
 Star Tribune
Business section
advertisement
 Company website
 Social media
including
Facebook and
Twitter
Promotion
Advertising and Media
Marketing Mix Strategy:
Promotion

16.  Become
accredited by
and join the IREC
(Interstate
Renewable Energy
Council)
 Release financial
reports to the Star
Tribune
 Supply energy to
the Taste of
Minnesota with
free standing
systems
Promotion
Public Relations
Marketing Mix Strategy:
Promotion

17.  Federal energy
tax credit will
save customers
30% when
applied to their
federal returns
 Free consultation
and monthly
quote
 First month free
for the rental of a
unit
Promotion
Sales Promotions
Marketing Mix Strategy:
Promotion

18.  Individual face
to face selling
 In home
consultations by
appointment
 Units are sold
based on the
needs and
requirements of
each
customer, each
unit is
customized
Promotion
Personal Selling
Marketing Mix Strategy:
Promotion

19. Price
We would like to be able to offer our customers a price
that would reflect a payment of $0.75/Kwh at full
capacity use. However the determinants of the overall
pricing will be varied by the style of the system chosen
and the quantity of modules needed.
Market Mix Strategy:
Price

20. Implementation and Timeline
 Month One
 Get involved with outsourcing and fill out proper contracts for outsourcing
with Suntech Power Holdings, Transportation Company, customer service
agency, and warehousing specialists
 Send new field managers to training with the IREC to start the accreditation
process
 Build our company website and design mailers, brochures, and
advertisements.
 Hire a competent sales force, customer service representatives, and field staff
who will double as our electricians.
 Find a recycling company to haul waste products.
 Month Two
 Order all components and have them shipped to our warehousing specialists.
 Take out advertising in the Star Tribune, contract a mailer group, and pick
specified locations to go door to door delivering brochures.
 Talk to Taste of Minnesota Representatives and fill out the application to take
part in the sponsorship of solar energy to the event.
 Set up social networking accounts.
 Month Three
 We will need to measure objectives and make adjustments as needed.
 Continuing to deliver brochures and advertising through the mail and in the
newspaper.
Implementation and
Timeline

21. Implementation and Timeline
 Month Six
 Measure our objectives and monitor social media to see how we
are fending in the market
 Collect as much data as possible about our customers and our
market figures.
 Month Nine
 Measure objectives against the past nine months to make any last
needed adjustments before the years end.
 Look to see how our Target market is responding to advertisements
and check our share in the market
 Monitor social media comments and take action accordingly.
 Write an article of primary marketing information collected thus far
of our businesses marketing activities for the first year.
 Month Twelve
 Measure all data and compare to objectives.
 Follow-up on data by surveying employees on plans failing (if
applicable).
 Compile final market share figures and finish writing article and
report to submit to the Star Tribune.
Implementation and
Timeline

22. References
Chart and Pictures
Darling, D. (n.d.) Solar Module[Photograph]. Retrieved from
http://www.daviddarling.info/images/solar_module_2.jpg
Drivers, Industry, Men… (n.d.). Microsoft Clip Art [Clip Art].
Figure 1: Cumulative U.S. Grid-tied Photovoltaic Installations (2001-2010) .(2010). Interstate Renewable
Energy Council [Chart]. In 2011 Updates and Trends(p. 18). Retrieved from http://irecusa.org
HighResolution(n.d.). Microsoft Clip Art [Clip Art].
Photovoltaic installation on Molokai General Hospital, Hawaii. (n.d.). Solar Power Partners [Photograph].
Retrieved from http://irecusa.org/wp-content/uploads/2011/06/IREC-Solar-Market-Trends-Report-June-
2011-web.pdf
Residential photovoltaic installation in Plymouth, Wisconsin. (n.d.). H&H Solar [Photograph]. Retrieved from
http://irecusa.org/wp-content/uploads/2011/06/IREC-Solar-Market-Trends-Report-June-2011-web.pdf
Solar thermal installation at the Allison Inn, Oregon. (n.d.). Energy Trust of Oregon [Photograph]. Retrieved
from http://irecusa.org/wp-content/uploads/2011/06/IREC-Solar-Market-Trends-Report-June-2011-web.pdf