Source: TAK Studio

 Affordable  New home appliance  Status

 Durell Coleman  Mechanical Engineer  Diana Lin  Chemical Engineer  Andrew Harner  Mechanical and Aerospace Engineer  Pedro Silva  Civil Engineer

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

 Customer Interviews  Door-to-door  Farmer’s market  Online survey

 Bigger turbine  Neighbors approval  Market education  Customer archetype

 Solar and Wind proxies  Industry Experts

 Wind predictability  High customer acquisition cost  Solar competition

 Affordable  New home appliance  Status

 Company Reflection

“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 Advantage over solar 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 Single family wealthy, green home and land owner in CA, TX,CO, WI, NY Cities Lighting Companies Direct sales to cities Web site Home Depot 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 Environmental, bird, wildlife groups (regulations, publicity) City councils not HOA(new regulations, permits). Lighting Manufacturers Electricians and Contractors for Installation/Maintenan ce Research Labs Turbine Certifiers 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 City councils not HOA

 Learn about city approval Process City Values Policies Community Culture State Mandates City Budget Plan Back to the envelop metrics Request for Quote Technical Evaluation and Recommendation City Council Approval IDEA City Council “Pet- Project” Finance Approval Planning Commission

 Cities interest in financial options  Long purchase cycles  Utilities decoupled

DC VeritasCities

DC VeritasCities Developer Utilities

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 Cities (pilot) Cities leasing Lighting Companies Developer -> Utilities -> City Direct sales to cities (long term) PILOTS Small Wind Developer 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 City council (new regulations, permits). Environmental, bird, wildlife groups (regulations, publicity) Lighting Manufacturers Electricians and Contractors for Installation/Maintenan ce Research Labs Turbine Certifiers Small Wind Developers Utilities 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 Leasing, PPA Direct Sales to wind developers? Finance

0 – 6 months Product Design Pilot Location MVP Pass: MVP 6-12 months First Units Certification Testing Wind Pass: Pilot inst months Manufacture Partners Early Cities Review Testing Pass: Pilot Success 1.5 – 2.5 years First Sale Install - O&M partners Pass: First Sale Certification 2.5 – 4 years Breakeven Financial Partners PPA – Leasing Pass: Breakeven

 Pilot project integral to prove product concept  Reduce perceived risk  Certification take a long time

 Mariposa, Tx  Eco-school  Demo site for sustainability  Want to pilot  Sundance, Ut  Ski resort is interested  Large energy budget  Green minded

 Problem not product  Don’t marry product  Active customer  Real experience counts  Hypothesis often wrong  High customer acquisition costs

 Startups are roller coaster  Pass/Fail Criteria  Interviews are hard  Team value

 Structural wind loads  Liability and prior IP issues  Understand small wind developer  City interest in finance option  Build it!

Source: TAK Studio

Cheap affordable wind turbine for the everyday American Be owner of cheap green status symbol Diversify energy portfolio, Fast payback than alternatives, < 5 yrs Single family homeowner House rental groups Contractors in home remodelling Direct sales Web site Home Depot 5 year full service Warranty Want re-buy from customers Sale of Product 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

Cheap affordable wind turbine for the everyday American Be owner of cheap green status symbol Diversify energy portfolio, Fast payback than alternatives Single family homeowner in CA, TX,CO, WI, NY House rental groups Contractors in home remodelling Direct sales Web site Home Depot 5 year full service Warranty Want rebuy from customers Direct Sales Leasing Service Calls Cheap manufacturing process - Intellectual property Need Iniitial capital Endorsements by environmental groups, and local governments Continuous advertise and recruit new customers Continue R&D Get certifications Get approvals from city councils Environmental, bird, wildlife groups (regulations, publicity) City councils and neighborhood/??? (new regulations, permits). Contractors Cost-driven model to provide inexpensive, quality product May consider in-house leasing option, if upfront costs is large obstacle for customer and sufficient funding obtained.

Cheap affordable wind turbine for the everyday American Be owner of cheap green status symbol Diversify energy portfolio, Fast payback than alternatives Single family wealthy, green home and land owner in CA, TX,CO, WI, NY House rental groups Contractors in home remodelling Direct sales Web site Home Depot 5 year full service Warranty Additional Maintenance after Want rebuy from customers Direct Sales Leasing Service Calls Cheap manufacturing process - Intellectual property Need Iniitial capital (600k) Manufacturing Facilities and Areas Endorsements by environmental groups, and local governments Continuous advertise and recruit new customers Continue R&D Get certifications Get approvals from city councils Gain Credibility Environmental, bird, wildlife groups (regulations, publicity) City councils and neighborhood/??? (new regulations, permits). Contractors Cost-driven model to provide inexpensive, quality product May consider in-house leasing option, if upfront costs is large obstacle for customer and sufficient funding obtained.

Cheap affordable wind turbine for the everyday American Cheap product more readily available Be owner of cheap green status symbol Diversify energy portfolio, Fast payback than alternatives Single family wealthy, green home and land owner in CA, TX,CO, WI, NY House rental groups Contractors in home remodelling Direct sales Web site Home Depot 5 year full service Warranty Additional Maintenance after Want rebuy from customers Direct Sales Leasing Service Calls Cheap manufacturing process - Intellectual property Need Iniitial capital (600k) Manufacturing Parts Endorsements by environmental groups, and local governments Continuous advertise and recruit new customers Continue R&D Get certifications Get approvals from city councils Gain Credibility Environmental, bird, wildlife groups (regulations, publicity) City councils and neighborhood/??? (new regulations, permits). Contractors 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)

Cheap product more readily 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 Single family wealthy, green home and land owner in CA, TX,CO, WI, NY Cities Lighting Companies Utilities Direct sales to cities (long term) Web site Home Depot 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 Environmental, bird, wildlife groups (regulations, publicity) City councils and neighborhood/??? (new regulations, permits). Lighting Manufacturers Electricians and Contractors for Installation/Maintenan ce 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)

Retrofit wind turbine for street and highway lamps. Use competitive, local, renewable energy, strong green symbol Diversify energy portfolio, Fast payback than alternatives. Cities Lighting Companies Utilities County – State Level Direct sales to the city or utility, and forming long term relationship for maintenance and replacements. 5 year maintenance and warranty After 5 years, service charge Utility to manage after warranty expiration Extended warranty option Asset sales and service calls Leasing and PPA? (under review) Cheap manufacturing process - Intellectual property $1.5 MM of capital to start manufacturing and distribution for year 1 and 2 Endorsements by environmental groups, city consortiums for renewable energy, public utilities, city council planning department Build relationship with city engineers and council members Understand customer, influencers, motivations, problems, competitors Form partnerships for maximum reach Submit bids for city RFPs Environmental, bird, wildlife groups (regulations, publicity) City councils (new regulations, permits). Light manufacturers, installers to package product/services Electricians, contractors, light maintenance for additional workforce 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.

Retrofit wind turbine for street and highway lamps. Use competitive, local, renewable energy, strong green symbol Diversify energy portfolio, Fast payback than alternatives. Cities Utilities County – State Level Direct sales to the city or utility, and forming long term relationship for maintenance and replacements. 5 year maintenance and warranty After 5 years, service charge Utility to manage after warranty expiration Extended warranty option Asset sales and service calls Leasing and PPA (Future) Cheap manufacturing process - Intellectual property $1.5 MM of capital to start manufacturing and distribution for year 1 and 2 Endorsements by environmental groups, city consortiums for renewable energy, public utilities, city council planning department Build relationship with city engineers and council members Understand customer, influencers, motivations, problems, competitors Form partnerships for maximum reach Submit bids for city RFPs Environmental, bird, wildlife groups City councils (new regulations, permits). Light manufacturers, Installers/maintainers Research Labs Turbine Certifiers 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.

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 Cities (pilot) Cities leasing Lighting Companies Developer -> Utilities -> City Direct sales to cities (long term) PILOTS Small Wind Developer 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 City council (new regulations, permits). Environmental, bird, wildlife groups (regulations, publicity) Lighting Manufacturers Electricians and Contractors for Installation/Maintenan ce Research Labs Turbine Certifiers Small Wind Developers Utilities 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) Leasing, PPA Direct Sales to wind developers?

Source: TAK Studio