Business Model InnovationGroen 2012 | 23 februari 2012

Elzo de Lange en Erik Matien

Workshop van innovatie naar verdienmodel

Een goed idee, maar de stap naar de markt?

Film EnableMi

Programma Workshop Business Model Innovation

Context

• Waarom Business Model Innovation

• Hoe werkt Business Model Innovation en Canvas 15 - 20 min.

• Kennismaking Zonneboilers

Workshop

• Gezamenlijk uitwerken Canvas Zonneboilers 40 min.

Business Model Innovation

Film Business Model Innovation

Business Model Innovation en Canvas

Film Canvas

Affordable

New home appliance

Status

• Cheap wind• Green status

symbol• Diversify

energy portfolio

• Faster payback than alternatives

• Single family homeowner

• House rental groups

• Contractors in home remodeling

• Direct sales• Web site• Home Depot

• 5 yr full service Warranty

• Want re-buy from customers

• Asset sales

• Wind• Cheap manufacturing

process - Intellectual property

• Need Initial capital• Endorsements by

environmental groups, and local governments

• Continue R&D• Get certifications• Get approvals from

city councils

• Environmental, bird, wildlife groups (regulations, publicity)

• City councils (new regulations, permits).

• Contractors

• Cost-driven model to provide inexpensive, quality product

• Single family homeowner

• Direct sales

• City councils (new regulations, permits). • Faster

payback than alternatives

Affordable

New home appliance

Status

• “Hair On Fire” • “I can either fix potholes and storm drains or keep paying $800,000 a

year for electricity.”- Public Works Director Rick Moshier – Santa Rosa

• City wide distributed energy grid

• Local sustainable generation

• 15 million city street lights

• Retrofit wind turbine for street and highway lamps.

• Create own wind turbines with pole manufacturers

• Be owner of cheap green status symbol

• Diversify green energy portfolio

• Fast payback than alternatives

• 5 year full service Warranty

• After 5 years, service charge

• Utility to manage after warranty expiration

• Extended warranty option

• Direct Sales• Service Calls• Leasing

• Cheap manufacturing process - Intellectual property

• $1.5 MM of capital to start manufacturing and distribution for year 1 and 2

• Manufacturing Parts• Endorsements by

environmental groups, and local governments

• Continuous advertise and recruit new customers (city councils)

• Build relationship with city engineers and council members

• Understand customer, influencers, motivations, problems, competitors

• Form partnerships for maximum reach

• Submit bids for city RFPs• Continue R&D• Get certifications• Gain Credibility

• Cost-driven model to provide inexpensive, quality product

• Manufacturing costs and customer acquisition costs. • May consider in-house leasing option, if upfront costs is

large obstacle for customer and sufficient funding obtained (must be in future)

• Cities

• Retrofit wind turbine for street and highway lamps.

• Build relationship with city engineers and council members

Long purchase cycles

Utilities decoupled

Cities interest in financial options

• Retrofit wind turbine for street and highway lamps.

• Create own wind turbines with pole manufacturers

• Be owner of cheap green status symbol

• Diversify green energy portfolio

• Fast payback than alternatives

• 5 year full service Warranty,

• After 5 years, service charge

• Utility to manage after warranty expiration

• Extended warranty option

• Leasing, PPA• Direct Sales to wind developers?

• Cheap manufacturing process - Intellectual property

• R&D talent• Endorsements by

environmental groups, and local governments

• Finance

• Continuously advertise and recruit new customers (city councils)

• Build relationship with city engineers and council members

• Understand customer, influencers, motivations, problems, competitors

• Form partnerships (developers, cities, installers, maintenance) for maximum reach

• Submit bids for city RFPs• Continue R&D• Get certifications• Gain Credibility

• Cost-driven model to provide inexpensive, quality product

• Manufacturing costs and customer acquisition costs. • May consider in-house leasing option, if upfront costs is

large obstacle for customer and sufficient funding obtained (must be in future)

• Cities leasing

• Developer -> Utilities -> City

• Finance

• Leasing, PPA• Direct Sales to wind developers?

Mariposa, Tx Eco-school Demo site for sustainability Want to pilot

Sundance, Ut Ski resort is interested Large energy budget Green minded

SOLESTA Barry Noij CEO

Ontwikkeling, productie en verkoop van zonne-energie systemen

Zonneboiler– Gepatenteerde

opslag module (EU)– Duurzamer en MVO– Compacter– Betrouwbaarder– Goedkoper

Opslag voor warmte

Gemiddelde besparing van 200m3 gas per jaar. Besparing binnen de garantietermijn bedraagt € 1.490** Berekening zonder energieprijsstijging

USP’s•Legionella veilig

•Eenvoudige installatie, onder de tilnorm

•Betrouwbaar, 10jr garantie, 25jr levensduur

•Zonnestroom in dezelfde behuizing

•Duurzaam, gerecyclede materialen

•Systeem inclusief plaatsing v.a. € 1.600

•Zelf installatie v.a. € 1.100

Huidige markt

Doelstelling 2020

Cijfes in aantallen zonneboilersBron: Solar Thermal Markets in Europe (ESTIF)

Met welk Business Model gaat Solesta de Nederlandse markt veroveren?

Huidige markt

Doelstelling 2020

Cijfes in aantallen zonneboilersBron: Solar Thermal Markets in Europe (ESTIF)

Samenvatting Canvasmodel | Groen2012 | 23 februari 2012

Key Key Value Customer CustomerPartners Activities Proposition Relationship Segments

Key ChannelsResources

Cost RevenuStreamsStructure

Voor wie wordt waarde gecreeërd?

Klantsegmentatie

Wie zijn belangrijke klanten?

Welke relatie verwacht elk klantsegment?

(persoonlijk vs geautomatiseerd)

Hoe bereiken we onze klanten...

...het best / meest kosteneffectief?

Welke waardewordt geleverd?

Welk probleemwordt opgelost?

In welke behoefte wordt voorzien?

Welke activiteiten vereist het Business Model?

Wat moet je doen?

Welke ''assets'' zijn essentieel in het BusinessModel"

Wat moet je hebben?

Welke keyactiviteiten voeren partners uit?

Welk type partnerschip wordt aangegaan?

Voor welke waarde zijn klanten echt bereid te betalen ?

Transactie- en terugkerende inkomsten(verkoop vs gebruiksfee, abonnement, lease, huur, licentie e.d.)

Welke kosten zijn inherent aan het Business Model ?

Kosten- of waardegestuurd

21

3

4

5

6

7

8

9

Casus Zonneboilers | Groen2012 | 23 februari 2012

Key Key Value Customer CustomerPartners Activities Proposition Relationship Segments

Key ChannelsResources

Cost RevenuStreamsStructure

1. Installateurs

Retail / DHZ?

....

2. ....

Supply Chain Mgt Boiler?

Serviceverlening?

....

Fysiek Assets?

Intellectueel / IP?

Financieel?

HR?

Zonnecollector-producent

Sociale werkvoorziening

....?

....?

1. ... 2. ....... ....

3. .... 4. ........ ....

... ....

... ....

... ....

3

5

6

7

8

9

1. Selfservice?

2. Persoonlijke hulp?

4

1. Eigenaar/bewoner

2.Woningbouw-cooperatie

3 .....

4. ....

1. Aantrekkelijketerugverdientijd Besparing gem. 200 m3

Onafhankelijkheid

Comfort

.....

2. Labelsprong

Imago (MVO)

Balans huur - energie

....

1

2

Tot slot

Slides & uitwerkingen beschikbaar via: www.enablemi.com

Downloaden Canvas-model: www.enablemi.com

Meer info: www.businessmodelgeneration.com