Over the last week or two we had a shift in our frame of reference about our primary customer. Although our vision, to enable wider use of 3rd party ownership models in the renewable energy market, has not changed. We were working with the assumption that investors were not interested in making these types of investment and we therefore needed to show evidence, through the data we have collected, that the investments were worthwhile. The subtle shift in thinking after our many interviews, is that investors were not opposed to the opportunity, however they lacked consistent ways to value the investment. In essence this was a switch from thinking of our target group of customers (the investors) from being an opponent to being an ally (which is also convenient, recognizing that somewhere in this space one of them may be our exit strategy).
To capture this we re-defined EnergyWise Partners value proposition as: “We are a financial services infrastructure company that enables investors to source, manage and value renewable energy projects”. We spent a few hours flowing that back to the EnergyWise Website ( http://www.ewpllc.com ) and present a more coherent picture of that value proposition and how it ties together our 3 different customer “personalities”:
The “My eWise” brand ( http://www.myewise.com ) for performance data monitoring hardware and software (customer: for installers).
The “BluePrint Zero” ( http://www.bpzero.com ) brand, which was our self-invested fund to explore a marketing and sales approach to utility style 3rd party ownership of renewable assets (customer: for consumers)
And “CEARRAS” our developed portfolio management platform ( http://www.cearras.com ) that turns data into information for decision making (customer: for asset managers and investors)
We will continue to refine these sites as well as the EnergyWise site as we talk to each of the relevant customer segments.
While I am in 7 step mode: We should probably also mention “The Open Thermal Project” and our use of OpenThermal.org and OpenThermal.net. These are outgrowth of our marketing work with regional geothermal associations, supported work for different states and OEM supply of our monitoring solution. Each of these groups get sub-domains of openthermal.net as a way to preserve anonymity from a commercial organization. We will use Openthermal.org in the future to create a focus for collaboration and top level information sharing.
So, as we work through our set of meetings and presentations over the next few weeks, this will be the living framework that guides our thinking.