EcoFactor Assignment 2

Transcript

1. Assignment 2 EcoFactor Chris Burniske Karrah Phillips Emily Thomas
2. Stakeholders - Primary —  Decision Makers —  Property Managers —  Homeowners —  Landlords —  Businesses with spaces to heat —  Universities —  Utilities —  Public Utilities Commissions —  Grid Operators —  City planners —  Renters w/thermostats —  Progressive Housing people (co- ops) —  People who Desire Autonomy —  Elderly People —  Extremes —  Renters w/o thermostats —  Experts —  Ecofactor employees —  Home efficiency companies —  Partners/Connectors —  NV Energy —  Comcast —  Repair Persons —  Local Electricians —  Ecofactor product installers —  Other —  Renewable energy companies —  Natural Resource Providers —  Farmers —  Tour companies/Tourists —  LEED —  Tax collectors (rebates)
3. Stakeholders - Secondary —  Policy Makers —  EPA —  DOE —  Energy star —  LEED (as part of USGBC) —  Congresspeople Senators Mayors —  NGOs —  Environmental NGOs —  Public Welfare NGOs —  NRDC —  Earth Justice —  Habitat for Humanity —  Sierra Club —  Greenpeace —  Local women's group —  Investors —  Angel investors —  VCs —  Media —  Local Clubs —  Local Newspapers —  Local TV —  Local magazines/journals —  Builders —  General contractors —  Architects —  Construction workers —  Learning Bases —  Universities (for resource support) —  Professors —  Local High Schools
4. Stakeholders - Tertiary —  Media —  Twitter —  FB —  Bloggers including techies —  Other social networks —  Other —  OBAMA! —  Big Oil Researchers —  Property developers —  LDCs —  Social NGOs
5. Root Cause Analysis Check-In —  Phenomena —  Lots of people currently don’t manage their energy —  Energy services are an expectation (not thought of as a privilege) —  Barriers —  Behavior change is very difficult —  Opportunities —  People don’t know energy management is an option —  People don’t know how to manage their energy —  Energy management is intimidating —  People think energy management takes too much time —  Misconception that 1 person changing their energy management habits won’t make a difference.
6. Key Stakeholders (with Rating) —  EcoFactor (9) —  CEO —  Marketing Employee —  NEST (1) —  NV Energy Employee (2) —  EcoFactor Customer(s) (5) —  PG&E Employee (2) —  Energy Experts —  Energy Technology Professor - Gil Masters, Martin Fischer (N/A) —  Media – Old Editor of Stanford Energy Journal – Kristen Landry (7)
7. Stakeholder Changing Positive Energy Management Changes Negative Energy Management Changes 1 10 Consumer
8. Ecosystem Map – Iteration 1
9. Stakeholders 1 & 2 EcoFactor —  Mission —  Residential energy reduction to save money —  Consumer should have ability to be emppowered not burdened – believe in user choice —  What do they do? —  offers software that makes your thermostat more controllable —  Value comfort – “automatic energy savings, maximum comfort at home” —  Estimated savings of 13% —  Professional installation —  Partners —  Comcast (existing) —  NV Energy (existing) —  Honeywell, Emerson (hardware manufacturing) —  What do they care about? —  The users: videos emphasize on family shots and quotes —  Roles —  Maintain their system —  Assisting home energy management —  Allow utility to have some control over loads —  Decrease peak energy demand —  Stabilizing energy production NEST —  Mission – Residential energy reduction to save money —  Consumer should have ability to be emppowered —  What do they do? —  offers actual smart thermostat (hardware and software) —  Estimated savings of 20% —  Self installation —  Partners —  ???? —  What do they care about? —  The product – videos emphasize the user experience and showcase the interface and hardware design —  Roles —  Assist with home energy management —  Allow utility to have some control over loads —  Decrease peak energy demand —  Stabilize energy production
10. Relationship 1 – Nest and EcoFactor —  Relationship Characterization: Competitors, offer similar services but in very different ways —  Incentives: They can share ideas, share marketing insights, but in reality they probably won’t directly interact with each other —  How do they communicate?: Press releases, their individual websites, displays in hardware stores, through utilities, through their partners —  What resources flow between them?: ideas, customers —  What value is that relationship generating?: since they have similar ideas with different business models there could be learning available in their marketing, demographic targeting, etc.
11. Stakeholders 3 & 4 Media – tech blogs, magazines —  Mission —  What do they do? —  Partners —  Roles —  Key Insights EcoFactor —  Mission —  Residential energy reduction to save money —  Consumer should have ability to be emppowered not burdened – believe in user choice —  What do they do? —  offers software that makes your thermostat more controllable —  Value comfort – “automatic energy savings, maximum comfort at home” —  Estimated savings of 13% —  Professional installation —  Partners —  Comcast (existing) —  NV Energy (existing) —  Honeywell, Emerson (hardware manufacturing) —  What do they care about? —  The users: videos emphasize on family shots and quotes —  Roles —  Maintain their system —  Assisting home energy management —  Allow utility to have some control over loads —  Decrease peak energy demand —  Stabilizing energy production
12. Relationship 2 – EcoFactor and the Media —  Relationship Characterization —  Incentives —  How do they communicate? —  What resources flow between them? —  What value is that relationship generating? —  The media could be portraying EcoFactors services, values and beliefs to potential customers
13. Stakeholders 5 & 6 —  Who —  What do they care about? —  Current behaviors —  Values and beliefs —  Needs and desires —  Key insights —  Quotes —  Who do they interact with? —  Reputation and Credibility —  Who —  What do they care about? —  Current behaviors —  Values and beliefs —  Needs and desires —  Key insights —  Quotes —  Who do they interact with? —  Reputation and Credibility
14. Relationship 3 – XX and XX —  Relationship Characterization —  Incentives —  How do they communicate? —  What resources flow between them? —  What value is that relationship generating?
15. Outcomes of Assignment —  Need to have more interviews with NEST, Media, Customers!