2. Customer Segment Evolution
Day 1
Broad targets:
• All New Yorkers who live in roof-
less accommodation
• Middle-high income Nigerians
who want reliable electricity
• All corporations with
sustainability plans
Day 5
Narrow targets:
• Columbia University community
and Harlem residents
3. Understanding of the Competitive Landscape Evolution
Day 1 Day 5
● New Yorkers without roof don’t have an easy
access to Solar Energy
Competitive landscape: not much competition
as community solar idea hasn’t really been
implemented in NYC
● There exist a couple Green Energy providers
New Yorkers can simply sign up for, such as
Green Mountain Energy
Competitive landscape: fairly competitive with
both established and new companies. Need
differentiation factors - leverage Columbia
ties; become a certified woman-owned
business and partner with universities and
government entities to establish the credibility
4. Value Proposition for University Evolution
Day 1 Day 5
● Universities and large corporations need to
decrease their carbon footprints
Value proposition: turn-key large scale
projects that help them reach “carbon neutral”
● Columbia has a committee dedicated to
sustainability and is exploring green energy
sources. Its motivation is more about being
environmental friendly and protecting
reputation but not about saving electricity cost
Value proposition: turn-key solution to start
solar-energy while partnering with a minority-
owned company to give back to the
community
5. Value Proposition for Residents Evolution
Day 1 Day 5
● Every New Yorker thinks electricity is too
expensive and wants to reduce their utility bill
Value Proposition: cheaper, greener energy
for all
● Most New Yorkers think electricity is too
expensive but 50+% of more privileged
population are willing to pay ~15% higher for
green energy. Harlem population on contrast
are eager to save
Value Proposition: cheaper, greener energy
for low-medium income
6. GET strategy Evolution
Day 1 Day 5
● People are hesitant to switch their electricity
providers unless there is a significant
monetary benefit to them
GET strategy for households: cost saving
offer + aggressive promotions and marketing
necessary to gain customers
● Several middle-high income interviewees have
switched to Green Mountain Energy because
they were approached on the street / in theater
by the company. Credibility of the provider is
also key
GET strategy for households: establish
credibility by partnering with Columbia, then
leverage Columbia’s existing networks to spread
the service to the community
7. - Renters
- Condos
- Co-ops
(New York residents
that live in flats)
- Middle – high
income Nigerian
households
- Corporations
w/sustainability
plans
- Real Estate
Developers
- After sale services
- Payment plan
- Installations
- Marketing and
customer
acquisition
- Education
- Access to solar
energy to New York
residents that don’t
have roof tops who
want to decrease
the cost of
electricity
- Nigerian
households that
experience frequent
power outages that
want reliable
electricity sources
- Solar panel
manufacturers
- Distributors
- Utility
- EPA (land)
- Installation of solar panels
- Marketing and sales
- Land
- Contracts with offtakers
- Monthly subscription fees
- Operations and maintenance
- Web sales
- Real Estate
Developers
- -- Solar panels
- Payment platform
- People
- Marketing
- Social media
- Personal
assistance
- Referral prizes
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
Day 1
8. HOUSEHOLDS
Renters
Condos
Co-ops
ANCHOR
ORGANIZATIONS
w/sustainability
plans
Corporations
Universities
Developers
Energy Education
Platform Promotion
After sale services
Platform MGT
Access to solar
energy to New
York residents that
don’t have roof
tops who want to
decrease the cost
of electricity
Turn-Key large
scale (1MW+) solar
energy projects
that help them
reach “carbon
neutral”
Panel
Manufacturers
Installers
Energy Off takers
SITING PROJECTS
EPA RePower
Organizations
Warehouses
Installation
Marketing and sales
Land for Siting
Contracts with offtakers
Monthly subscription fees
Operations and maintenance
Fixed Pricing
Long-Term Contracts & All of above
Web sales
Direct Mail
Direct Sales
Conferences
Direct Sales
Panel Manufacturers
Installers
Databases
Financing Partner
Advisors
Contracts
Trademark
Personal
assistance
Referral prizes
Online Community
B2B SBE
Contracts
Dedicated Act. MGR
Referral prizes
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
Day 2
9. HOUSEHOLDS
Renters
Condos
Co-ops
ANCHOR
ORGANIZATIONS
Corporations
Universities
Developers
FINANCING
OFF TAKERS
Com-Edison
Corporations
Platform Promotion
After sale services
Leverage Rebates
Contact Management
Access to solar for
New York residents
that don’t have roof
tops –carbon
footprint
Turn-Key large
scale (1MW+) solar
projects- “carbon
neutral”
Finance low risk
projects, long term
stable cash flows-
bond substitute?
Increase Status
with customers &
shareholders
Manufacturers
Installers
SITING PROJECTS
EPA Re-Power
Warehouses
NYSERDA Grants
Business Plan
Competitions
Utility Payer
Sustainability Officer
Finance Officer
Legal
Installers
Marketing & Sales
Land
Money for Pilot project
Subscription, O&M, Fixed-rate pricing
Long-Term, Usage Fees , Volume pricing
Intermediary Fee, Negotiation pricing
Long-Term, SPPA Usage Fees, Fixed-Rate
E-Commerce
APP & Social Media
Direct Sales
Trade Shows
Direct Sales
Online banking
E-documents
Manufacturers
Installers
Databases
Advisors
Contracts
Trademark
GET: Social Media,
Blogs, PRs Direct
Sales, AdWords,
Marketing on FB, YT
KEEP: Referral,
Loyalty, Contests,
Online Tribes
GROW: Referrals,
Cross Selling
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
Day 3
10. ANCHOR
ORGANIZATIONS
● Corporations
● Universities
● Developers
Roles: the leadership
+ energy,
sustainability,
facilities, procurement
officers
HOUSEHOLDS
Renters
Condos
Co-ops
B2B/ent. sales
After sale support and
services
Promotion
Community relationships
Cost-efficient support
Turn-key large scale
solar energy to start
using solar energy
Access to solar for
New York residents
that don’t have roof
tops –carbon footprint
Panel manufacturers
& installers
SITING PROJECTS
EPA Re-Power
Warehouses
Buildings with large
area and rooftops
NYSERDA Grants
Business Plan
Competitions
Marketing & Sales
PR and ads
Research
PPE + Installation fee + Maintenance Fee
Lease or buy capacity: subs fee w fixed rate or
capacity purchase + “free” electricity
Trade Shows
Direct Sales
E-Commerce
APP & Social Media
Direct Sales
Expertise in solar energy
production, distribution
and sales
Advisors with reputation
and connections
Access to funding
GET
Conferences, Hackathons,
Competitions, Social Media,
Blogs, AdWords
KEEP
Referral, Loyalty programs,
Contests, Online
Communities
GROW
Referrals, Upsell and cross
selling other services in
energy and maintenance
Key Partners Key Activities Value Propositions
Customer Relationships
Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
color code: White = Anchors, Blue = HH, Yellow = both
Fees to installation & maintenance
Access to land
Money for a pilot project
Day 4
11. ANCHOR
ORGANIZATIONS
Short-term
● Columbia
Long-term
● Universities
● Corporations
Roles: the leadership +
energy, sustainability,
facilities, procurement
officers
HOUSEHOLDS
● Low-middle
income roof-
less households
B2B/ent. sales
After sale support and
services
Promotion
Community relationships
Cost-efficient support
Provide large scale solar
energy, deep energy
efficiency, and
solar expertise to help
customers reduce utility
bill and use clean energy
while becoming a
community hero
Minority-woman owned
firm
Access to cheap solar
energy for low-middle
income New York
residents that don’t
have roof tops
Panel manufacturers
& installers
SITING PROJECTS
EPA Re-Power
Warehouses
Buildings with large
area and rooftops
NYSERDA Grants
Business Plan
Competitions
Marketing & Sales
PR and ads
Research
PPE + Installation fee + Maintenance Fee
Lease or buy capacity: subs fee w fixed rate or
capacity purchase + “free” electricity
Direct Sales
Trade Shows
Existing networks
Direct Sales
E-Commerce
APP & Social Media
Expertise in solar energy
production, distribution
and sales
Advisors with reputation
and connections
Access to funding
GET
Leverage existing networks,
Conferences, Social Media,
Blogs, AdWords
KEEP
Loyalty programs,
Easy-to-use platform/app,
Online Communities
GROW
Referrals, Upsell and cross
selling other services in
energy and maintenance
Key Partners Key Activities Value Propositions
Customer Relationships
Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
installation fees & maintenance
Access to land
Financing for a pilot project
Day 5color code: White = Anchors, Blue = HH, Yellow = both
12. On average a NYC household pays $150-250
for electricity bill, 80% of interviewees says it’s
too much
“We are paying too much”
-- Harlem resident
“I think Con Ed cheats me”
-- Columbia student
13. VALUE PROPOSITION FOR
HOUSEHOLDS
Lower-Middle Income Households living in
multifamily buildings in Harlem and Upper West Side
Spend less or zero on your electricity bill and feel
good about your new greener, responsible life
just ticking the box and switching to Social Solar
by pooling collective demand for solar energy and
teaming-up with Columbia
Customer
Benefits
Features
Secret
Sauce
14. Columbia is committed to
sustainability
“CU is negotiating with solar farms… still in early
stage. We are exploring options.”
-- A member of the focus team of CU’s
Commitment to Sustainability
“Our plan will be released spring 2017.”
-- A member of the focus team of CU’s
Commitment to Sustainability
15. VALUE PROPOSITION FOR CU:
Columbia University switches to solar and
makes the neighborhood green
A turn-key solar energy solution
Columbia University
Reduce carbon footprint of the neighborhood
and become a champion in NYC and among the Ivy
leagues
By pooling collective demand and fully utilizing
University's real estate
Solution
Customer
Benefits
Secret
Sauce
21. NEXT STEPS
● Schedule meetings with the key
stakeholders at Columbia University
● Explore financing options, apply for
grants, and competitions
● Negotiate with columbia university
● Start pilot program
● Continue customer discovery
● Conclude prototyping and MVP
● Household acquisition
● Expertise acquisition
22. Name Asumi Donna Dmitry Ola Wendy
Degree program MBA ’18 MBA ’17 MBA ’17 MS in MSE ’17 MA in QMSS ’17
LinkedIn https://www.lin
kedin.com/in/as
umi-ota-
04532717
www.linkedin.c
om/in/donnasa
nders
https://www.lin
kedin.com/in/kr
otkov
https://www.lin
kedin.com/in/ol
akeyede-
olayinka
https://www.lin
kedin.com/in/w
anting-wang
SME Finance Operations Strategy Engineering Data Analysis
Role Hustler Designer Hustler Picker Hacker
Cool Fact Food and
traveling make
me happy!
I was a ski
instructor for
the blind.
I am an art
collector.
I started living
alone at 16.
Love traditional
Chinese clothes.
Our multidisciplinary Customer Development Team is comprised of five graduate students studying at
Columbia University’s schools of Engineering, Business, and Arts & Sciences.
We have distinguished professional careers in energy, banking, military, and consulting.