1. Market and Persona Overview
August 19, 2014

2. 1 Market Overview
Comm RE Client Personas
Detailed Personas and Reach
2
3
Target Personas
Maturity Levels Overview4

3. Blog
eBooks
Webinars
Newsletters / Marketing Emails
Videos
Website
Social media
Marketing Partnerships

4. 4
Target Markets
Market Experience Goals
Commercial Real Estate Core market (most clients) • Save money
• Satisfy tenants
Institutional (state, gov’t) Ex) City of DC • Reputation driven > profit
profit driven
Enterprise: Industrials Minimal • Large, customized
solution to reduce
consumption
Enterprise:
Corporations
Minimal • Large, customized
solution to reduce
consumption
• Marketable solution

5. 5
Comm RE Client Personas (Overview)
Title Power Reach
Executives • Key decision makers
• ROI focused
• Hard to reach first
Facility Managers and
and Building Engineers
• Will use our product
• Want to make jobs easier and
and more efficient
• Key influencers
• Not on social media, don’t
don’t spend time on
computers
• Need to reach them
Sustainability Managers • Influencers, but not decision
makers
• Focused on Energy Star Scores,
Scores, LEED certifications,
making buildings look good
• Have trouble proving sustainability
sustainability is profitable
• Better to talk to executives or
or engineers
• On social media
• We do connect with them

6. 6
Clients (Comm RE Executive)
Roles Goals Demographics Challenges Why need AQ?
Asset
Manager
Property
Manager
VP of
Operations
VP of
Engineering
• Save money
• Improve profit
profit
• Make bldg
attractive to
tenants
• ROI driven
Age range:
• Mid forties to
to mid sixties
sixties
Income range:
• 100k – 250k
Education
• Bachelor/Maste
sters in
Business,
Sales
• Bigger firms
are more
restrictive (re:
• lacking visibility,
reports, or other
forms that assure
assure the building
building is running
running optimally
and efficiently
• Typically very busy.
busy.
• Needs something
something that
solves many
problems at once
Reach: The CR Executive reads the press, specialized press about real-estate, goes to a few
conferences, and select networking events. He doesn't spontaneously go on blogs. He is interested in
industry information, and real life stories.

7. 7
Clients (Building Engineers or Facility
Managers)
Roles Goals Demographics Challenges
Building Engineer
Building Chief Engineer
Engineer
Lead Facilities Manager
Manager
VP Engineering
Director of Engineering
• Make buildings run
smoothly
• Avoid equipment
breakdowns
• Improve tenant satisfaction
satisfaction
• Meet energy and tenant
tenant satisfaction
expectations
Age range
• Thirties to Sixties
Sixties
Income range
• 90k – 150k (High
(High demand
position with few
few new
applicants)
Education
• GED, Associates
Associates
Certificate, Rarely
Rarely a Bachelors
Bachelors
• Always putting out fires,
fires, hard to be proactive
proactive
• Proud of their buildings,
buildings, headstrong,
resistive to “do something
something better”
• Low budgets, no central
central oversight
• Would rather fix
something with duct
tape than learn new
software
Reach: The CR-Building Engineer goes to trade show (technical trade show), and reads technical article
that answer a precise question (that he often Googles himself), hunt and peck typers – not computer savvy,
don’t use social media

8. 8
Clients (Sustainability or
Energy Manager/Executive)
Roles Goals Demographics Challenges
VP/Director of
Sustainability
Sustainability Manager
Manager
Sustainability Associate
Associate
Energy Manager
• Improve Energy Star Scores
Scores
• Get LEED credits
• reduce Carbon footprint
• Keep energy projects on track
track and on time.
• Meet corporate sustainability
sustainability and energy
objectives.
• Communicate success stories
stories to executives and
public. Communicate success
success to the public.
• Prove they can deliver profit
Age range
• Thirties or
Forties
Income range
• Hard to report success
success
• Painful process to collect
collect relevant info to
to convert to success
• Capital payback restraints
restraints
• Not well connected within
within org (maybe some
some influence on
engineers or operations
operations
• Sold and pitched
solutions all the time
Reach: Young and dynamic professionals. They read a lot of internet press and blogs and they have
a twitter account on which they follow Energy Star, Greenbiz on twitter as well as GreenTechMedia.
They follow green media in general and are internet savvy.

9. 9
Client Maturity Levels
Maturity Level Data Collection
Data Analysis
Regularity
Service Company or In-
In-House Data Analysis
Analysis
Sub-Metering Centralization
0 of 6: No Solution None None None No No
1 of 6: Annual Data Analysis (Benchmarking
(Benchmarking or Utility Bills)
Utility bills or Energy Star
benchmarking
Annual
Service Company or In-
In-House
No No
2 of 6: Monthly Data Analysis
(Benchmarking or Utility Bills)
Utility bills or Energy Star
benchmarking
Monthly
Service Company or In-
In-House
No No
3 of 6: Real-Time Data (Without
Centralization)
Real-time data
Monthly or Weekly
Weekly
Service Company or In-
In-House
No No
4 of 6: Real-Time Data and Sub-Metering
Metering
Real-time data
Weekly or
Continuously
In-House Yes No
5 of 6: Company Centralized Real-Time Data
Time Data
Real-time data
Weekly or
Continuously
In-House No Yes
6 of 6: Company Centralized Real-Time Data
Time Data with Sub-Metering
Real-time data Continuously In-House Yes Yes