Sun powercorp v01
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This document contains information about the solar photovoltaic market in Italy from 2009-2013. It includes data on installed solar capacity (kW) and revenues (Euros) by sector (residential <5kW, commercial <500kW, industrial >500kW) over this period. It also provides details about SunPower's market share and competitors in Italy. The document outlines SunPower's marketing and sales organization in Italy, including target audiences, channels used, and examples of online/offline marketing activities. It describes SunPower's approach to demand generation, engagement, and partner acquisition. Finally, it proposes different partnership models and levels that SunPower can offer to installers in Italy.
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Sun powercorp v01
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- 6. 0 1000 2000 3000 4000 5000 6000 2009 2010 2011 2012 2013 Residential < 5 kW Commercial <500 kW Industrial >500 kW 2009 2010 2011 2012 2013 Industrial >500 kW 284 2.398 1400 1500 900 Commercial <500 kW 366 2131,6 1300 1000 1400 Residential < 5 kW 70 799 500 500 700 Sum 717 5329 3200 3000 3000
- 9. Organization Channel Target Revenues Market Share Heads # Partner Geo- coverage Residential Light Commercial Industrial SunPower x % xx 500 Competitor 1 x % xx Competitor 2 x % xx Competitor 3 x % xxx
- 10. Online/Offline • Magazine • Portals • Community • Some Ex.: •Photon •ZeroEmission •Voltimum •Rinnovabili.it •Quotidiano Energia •Eco-domus •Gifi •Regioni & Ambiente •Ecoage.it •Ilsostenibile.it •www.top100-solar.it •www.rinnovabili.it • Non PV related Associations • ANTER • AEIT • Assosolare • GIFI • CIA (Agriculture) • ANIAG (Architects) • ANCE (Builders) • P.A. And Education • Entrepeneur Ecosystem • Science Parks • Kyoto Club • ISES Italia • EnergoClub PR & Influencers • Journalist accounting • Influencer accounting • PV Tecnology • FV Fotovoltaici • ArtEnergy • Editoriale delfino • Non PV related Universities • PoliMI – Energy & Strategy Group • Events (LC) • Case studies in engeneering university courses • Thesis and PHD sponsorship Local Fairs •SolarExpo (LC) •Zero Emission (LC) •Fa la cosa giusta (R) •ENERSOLAR •EnergyMed •Energethica •HabitatClima •Non PV related
- 12. Full bundle Easyness Best TCO/ROI Full range of products & solutions Large partner eco- system % the price up front Max performance/ROI Easy to install Easy to manage Top brand Product you know Key feature of product Lower ongoing costs
- 15. Installer Market Size Market Analysis Profiled Prospects for partnership Engaged Win MARKET SIZE & ANALYSIS •Market size estimation and geo-coverage •Focus group with 10-15 installers •Installer 1751 (ENF) PROFILING •3° parties lists •Online portals •Competitors list •Partnerships •e.g. Coenergy.it or Annuario Solare 2011, LEAD GENERATION •Online Campaign on specific portals/newsletter •Offline Campaign through fairs, ADV, events ENGAGEMENT •Telemarketing •PAM (Partner Account Manager) •Online recruitment WIN •# of new partner •Revenues •Case studies
- 16. xx xxx xxxxSelf-service Online Value added services Directly Accounted
- 17. SEM Keywords Ad text Social Networks Groups/discussion Landing pages Online ADV Website E-commerce Newsletter Online Communities Thematic portals Offline ADV Magazines Radio/TV PR Press relations Offline Events Residential Fair I want a contact with a partner I want to buy it Campaign activities Landing page SunPower Marketplace/Call center/FF Quotes Partner Case studies ROI tool Financing solution Why PV Partner Contacts Customer feedbacks SunPower Newsletter Call to action on landing page
- 18. SEM Predefined packages Social Networks Templates Landing pages Online ADV Marketing materials Newsletter Partner/local newsletter Online Communities Thematic portals Offline ADV Geo- coverage analisys Prepackaged solutions PR PR Kit Local Press analysis Offline Events Residential Fair Fair analysis I want to be contacted I want to buy it Campaign activities Landing page Partner X WebSite Quotes Partner Case studies ROI tool Financing solution Why PV Partner Contacts Customer feedbacks SunPower Newsletter Call to action on landing page Content Syndacation/ prepackaged content / Customizable website from SunPower Portal Including Leads tracking system
- 19. SEM Keywords Ad text Social Networks Groups/disccussion Landing pages Online ADV B2C Website B2C E-commerce B2C Newsletter Associations Agricolture,Architects,Builders VC – BA Solar related Offline ADV B2C Magazines PR B2C Press relations Offline Events Solar Expo, P.A. etc. In Partnership (e.g. PowerOne) Consulting Network Universities events I want a contact with a partner I want a quote Campaign activities Landing page SunPower Marketplace/Partner website/Call center Partner Case studies ROI tool Financing solution Why PV Partner Contacts Customer feedbacks SunPower Newsletter Call to action on landing page
- 20. Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week XX Engagement Messages definition Channel definition Content Creation Campaign roll out
- 33. BRIEF Marketing Objective: Position Windows server as the market most efficient product for hosting, contrasting competitors market share. Strategic Activity: Search Engine Marketing Sviluppo Web Hosting Windows Server PHP su windows Timing: 1/10/2010 - 17/12/2010 Budget: 41,5kc$ Audience & Universe • Dev: 200.000 • IT pro 400.000 Campaign’ Universe: 600.000 Kpis,Targets & Results: Website Campaign Visitors: 40k vs 30k targeted Reach (% of universe): 6% vs 5% targeted % CTR of Ea: 9% vs 5% targeted • 37% Download Trial conversions • 53% Buy conversions have been generated by the keywords The two audiences have different attitudes: Developer are more proactive on technical information searching (confirming SEM as a good tactical vehicle) than Italian ITPRO (suggested another vehicle for next campaign) Budget: 41.500 kc$ Demand Impressions: 1.034.071 Demand Clicks: 59.397 Visitors: 46.549 Page Views: 138.357 End Action (Try + Buy): 4.256
- 34. ’Windows Server’’ keywords have generated: • 37% Download Trial conversions, 53% Buy conversions, The two audiences have different attitude: developer are more proactive on technical information searching than Italian IT-Pro KPIs Developer IT-Pro Total Views (Landing Site) 73,156 43,551 59,397 Buy 23% 10% 1,064 Try 77% 90% 3,192 Total E.A. 2,932 1,324 4,256 CTR (EA/Views) 8% 6% 9,14%
- 35. Budget Media $ % of Tot October 12,000 36% November 12,000 36% December 9,200 28% Total 33,200 100% Google Adwords / Ongoing Cost USD Marketting Budget 430/Day Total per country (11 weeks) $33,200.00
- 36. Dem Gen Prospect Qualify Develop Solution Proof Close Deploy Leads Buy 2625 1257 694 341 311 311 305 305 WS Units 4200 1532 930 580 560 560 549 548 Revenues 440k$
- 38. Planning Execution Closure Sales Market analysis support Key values definition Sales Kit creation Manage adoption pipeline Scheduled updates and analysis on sales results Qualify prospects/lead/opportunity Scouting and engage partner 1:many events, webcasts 1:few meetings supported by Technical colleagues Scheduled updates and analysis on sales results Updates on market data and trends Marketing Demand Gen Analyze market data Overall campaign definition and creation in conjunction with key internal partners Plan marketing activities (webcasts, conferences, web site updates) Communication of market activity planning and scheduling Manage vendors Campaign optimization Measure final results (ROMI) create guidelines for future campaigns Channel Mktg Market analysis support Key partner needs Generate awareness and involve partners Identify and plan the right marketing actions on key partners Project management of partner activities Updates on market data and trends Follow up on partner request and get feedbacks. Applications Engineering Content selection for website Key SunPower Values definition Qualify prospects/lead/opportunity Scouting 1:1 PV briefings with sales guys 1:few PV briefings with sales guys Training, self-training, knowledge transfer SunPower Blogs Training Content selection/creation for web site, training 1:many events, webcasts Content creation Content improvement feedbacks Operations & Logistics Alignment on generated business to guarantee product production and schedule delivery Forecast adjustment Order confirmation and delivery Finance Cost plan implementation Tracking & monitoring of costs vs. results Cost & ROI reporting/analysis Customer Care Trained on the campaigns to be ready to answer to customer’s questions Generate awareness and pre-qualified prospects Manage customer/partners request Qualify and drive leads to partner Providing feedbacks and suggestion
- 40. Collaborative Program definition - Virtual Team creation - Key needed tools - Key Messages for partners - Training content creation involvement -Best practise inclusion - Incentive plan Added Values •XX new leads generated •Incentive on revenues •“Pull” demand from Installers to make your sale easy •Best practise sharing •Added targets on marketing success More revenues •YTD view of the pipeline managed by the partners •Possibility to push on specific deals More predictability •Tools to support your sales with value added services for the partner •Less unmanaged/unpredictable processes More infrastructure •Webinar •Battlecard •Newsletter with program update •Best practise sharing/award More Training Communication Channels - Sales conference program Launch - Webinar - Internal Newsletter segmented by area - Internal RSS
- 41. Collaborative Program definition - Focus group - Key needed tools - Key Messages for partners - Training content creation involvement -Best practise inclusion - Incentive plan/discounts Added Values Communication Channels - Local Launch events Partnership website - Webinar - Newsletter/RSS - Social discussion groups -1:1 • Grow your business • Get xx new leads per year • Pull demand from customers to make your sale easieer • Strict two-tier distribution model • We will not compete with you for the same customer • We build long-term sales partnerships • We will only be successful if you are! Business • We will strengthen our brand to support your sales efforts • Get all you need for improve your mktg activities • Co-marketing funds available based on the expected reach/revenues Marketing & Visibility • Tele dedicated technical & marketing support • Or direct support (based on partnership level) • Customer satisfaction index Support • All you need to learn to market and sell your products (sales kit and battlecard) • Understanding hidden opportunities • Policy training Training
- 42. Basic Free • Marketing & PR Mat template • Online starter kit • Sales Kit & Battlecard • Case Studies Access • Online Training • ROI Calculator Authorized Small annual fee • Marketing & PR Mat customized • MarketPlace • Certification • Telemarketing leads • Access to local communication channel mapping and fairs • Offline training • Dedicated Case studies • Tele-account management • Financing information • Discount Premium Fee + Co-marketing •Dedicated account manager •Dedicated marketing plan •Co-Marketing on local communication channel •Leads priority •Leads generation with customized «campaign in a box» kit •Financing support •SunPower Academy •Discount on custom sales target
- 43. Online Local SEM and SEO Tool Community Magazines Kit for through partner SEM on Marketplace Offline Fairs Magazines University Events speech Associations Local Non Solar related PR Social Blogging Reputation Management WoM
Editor's Notes
- base a economia o tessuto economico Commercial – tipologie più sensibili/adatte – distretti per concentrazione
- Dati di crescita dell’industry Con 8000 impianti fotovoltaici installati all’anno, il 50% dei quali per uso domestico e il restante per clienti commerciali, in soli 2 anni di attività SunPower ha conquistato il mercato italiano. Nel nostro paese SunPower ha trovato un mercato in crescita che le ha consentito di diversificare l’offerta e la tipologia di impianti fotovoltaici, adattandoli alle diverse esigenze per ottenere fin da subito importanti risultati. Attraverso la sua rete di 500 partner certificati, ancora in forte crescita, SunPower opera in tutta Italia nel mercato residenziale e commerciale per offrire alla clientela soluzioni chiavi in mano: dal sopralluogo, alla progettazione dell’impianto fotovoltaico, dall’installazione e manutenzione, fino all’ottenimento degli incentivi statali.
- Liste PR e influencers Leverage university networks Il 90% dei contenuti online è creato dal 10% degli utenti. VC a way to foreign plant Fair: Trovi partner, customer e commercial
- e.g. AS400 recruitment campaign on IBM Partner for Migration (18 partner migrated in a FY)
- Marketing funds related to sales Online starter kit (SEO starter kit, SEM pack parole utilizzate, website or syndacation, hoster partnership anche per deployment) DEM, BANNER., Brochure Per situazioni tipo (freddo/neve) Marketing: lead gen with “events in a box SunPower Authorized Dealer SunPower Authorized Partner SunPower Premier Partner 500 Partner
- http://www.zeroemission.eu/ze/configuratori Architetti Costruttori
- Preparare framework per i sales team e i channel per posizionare i servizi sui partner: Marketing Kit (material, website, frame, content) Local market analysis (channels, communities, associations) PR content Event in a box kit Necessario per premium brand avere partner con premium presentation quality Sviluppare uno starter kit per i partner (ottimizzato per SEO e SEM) che possono utilizzare e personalizzare. (in alternativa frame) Syndacation dei tool e delle info da sito sunpower (www.tettosolare.it) Leads tracking system anche per check sunpower
- Mettere peculiarità
- Partner Team, Sales Team and Technical
- Esempi articoli, community, beIT area tecnica area campagne, esempi campagne su siti per IT e altro
- Applications Engineering (technical sales support – project mnagement) Customer care (feedbakc) service (reapair and manintenance) Feedback claim Service line per piccoli impianti (installatore o proprietario) Grossi impianti tecnici sul campo
- Web seminra, presentazioni interne....attivita per ogni valore...incentive offsite...meeting periodici....sales kit (mobile pc libro) battlecard Vs competition best practice share
- Marketing collaterals Newsletter Trainings Visibility on SunPower website and on PV Magazines Fairs, events and conferences Dettagli contenuti campaign kit inventive offsite training best practice share Sconto sul prezzo a fine anno sul venduto Campagne per indirizzare clienti del partner