Marketing & Sales of Solar Energy Systems ASU July 11-12, 2008 Brandon Leavitt

Overview Value Proposition Advertising Effective marketing materials Public relations & community education Solar incentives

What Value are you Offering? Lower utility bills Clean energy Smart investment Energy independence Strong local economy Increased property value Positive publicity (for businesses) Think from the customer’s perspective Who is your target market?What are their needs?

Creating a Value Proposition Think about: What value are you offering? How does this apply from the customer’s perspective? What is your competitive advantage? Necessary ingredients: Passion A hook

Solar Service helps individuals and business take control of their energy future by utilizing clean, reliable, and affordable solar energy.

Marketing Solar Impressions left for target market Is solar black boxes on the roof? Or is it… Cutting edge Trendy Practical Forward thinking Reliable Responsible Way of the Future Intriguing Innovative Sustainable Simple

Hi-Tec

DC Power

Advertising Print Adds Trade Shows Radio Website (source of 50% of our leads) Google Adwords Direct mailing Conferences Vehicles Signs Pens, mugs, shirts, hats, etc. Magnets on all tanks

Google Adwords Pay per click Choose keywords Choose geographic area Set maximum daily budget Increases traffic to website

Free Publicity

SolarCity

Free Publicity Public Education Conferences Tradeshows Schools Environmental groups Libraries Solar system dedication Media – can supplement written materials Press releases PR Newswire (not free)

Referrals – Networking Past customers (incentive) Networking groups Educational seminars Tradeshows Solar/Renewable Energy Association Complementary industries Building professionals Contractors Architects

What is a federal tax credit? Dollar for dollar reduction on taxes owed Can be carried back 3 years & carried forward 15 years Available through 2008 System must be operational by 2008 Accelerated 5 yr Tax Write-off Visit for more informationwww.seia.org Know the Solar Incentives

Tax Credit of 30% no cap Commercial credit no cap A $10,000 system would have $3,000 tax credit (if no grants or state incentives are applied) Accelerated Depreciation Tax rate x 85% x system cost 20% tax rate x 85% x $10,000 = $1,700 over 6 yrs Federal Commercial Incentives

Accelerated Depreciation Write-off Schedule Year Write-off 120% 232% 319.2% 411.5% %

Example $50,000 Solar System -$15,000 Tax Credit ($50,000 x 30%) -$ 8,500 Tax Write-Off Value (85% x 20%* x $50,000) $26,500 Final Price *assumes 20% tax bracket

1. Pre-qualify Lead 2. Site Survey 3. Design System 4. Create Proposal 5. Signed Proposal & Deposit 6. Prepare IL State Rebate Forms 7. Apply for Permit (if required) 8. Install Solar System & Collect Payment 9. System Walk-through and Manual 10. Congratulations Letter With Tax Credit Info Residential Operations Process

Pre-qualify Lead Analyze Solar Potential Google Earth Helpful & Free Ballpark Price Explain What Solar Provides Source of Lead How Much kWh Use (PV) Identify Show Stoppers Before Survey

Site Survey Determine: Location of System Components Solar Potential of Building System Cost Explain: How Solar Works What it Can Provide Government Incentives

Visio Drawing

Create Proposal

5. Signed Proposal & Deposit 6. Prepare IL State Rebate Forms 7. Apply for Permit 8. Install Solar System & Collect Payment 9. System Walk-through and Manual 10. Congratulations Letter With Tax Credit Info

Job File

Job Ticket: Solar Thermal

Updated Job Ticket: Solar Thermal

Job Progress Form

Job Ticket: Photovoltaic

Service Request

Congratulations Letter