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Evolving Solar Business Models

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Evolving solar business models

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Evolving Solar Business Models

  1. 1. Evolving Solar Business Models Carol Giles Neslund Vice President & GM, Americas
  2. 2. Agenda •Evolution of the residential solar market •Successfully navigating change •Ideas for consideration | © 2014 Enphase 2 Energy, Inc. | Confidential
  3. 3. Market Consolidation 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Top 10 US Top 20 US Top 10 CA Top 20 CA 2012 2013 Percent of MW installed by top installers (US & California) Source: GTM Research | © 2014 Enphase 3 Energy, Inc. | Confidential
  4. 4. What’s driving consolidation? Solar goes mainstream: • Cost to install solar falls dramatically • Paradigm shift from “selling solar” to “selling cheaper energy” • “The money figures out how to make money” and opens market for middle income buyers • State based RPS and incentives further encourage adoption • Business model innovation allows economies of scale Results for installers? • Emergence of “super installers” – vertically integrated companies • Large and mid-tier installers forced to rethink business models and adapt – rise of the outsourced solar 4 | © 2014c Enophamse Epneragy,n Incy. | Confidential
  5. 5. Take a moment to reflect… How have you done keeping up with the trends? • Selling energy versus solar? • Improving your marketing & sales competency? • Driving efficiencies in business? Or have you just been hanging on tight for the ride? | © 2014 Enphase 5 Energy, Inc. | Confidential
  6. 6. What are the business model options? 1. Full vertical integration: provide all aspects including financing 1. Building block approach: build business around core competency – Lead generation – Sales – Design & installation – Financing – Logistics What’s your approach? And why? | © 2014 Enphase 6 Energy, Inc. | Confidential
  7. 7. Where has this happened before? High tech channel evolution: • Suppliers focused on improving channel economics – Logistics: 2-tier distribution to reduce working capital requirements for partners – Marketing & Sales: marketing partnerships, co-branding, sales training and technical support programs help partners increase revenue • Partners hone business models and forge partnerships that support business goals – Focus on business goals/strategies with 3 year horizon versus “just keeping up” – Active cooperation with suppliers/partners that add business value versus traditional vendor relationships – Business fundamentals focus – cash flow, operating profit, operations improvements | © 2014 Enphase 7 Energy, Inc. | Confidential
  8. 8. There’s plenty of market for everyone – how will you capitalize on the growth?
  9. 9. Ideas for navigating change Make a conscious decision about your goals/strategy • How do you want to participate in the market? What is your goal? Evaluate how you stack up on the key competencies necessary to achieve your goals and assess the best way to close the gaps • What are your strengths/weaknesses? What will it cost to fix them yourself? Can you cost effectively outsource? (make versus buy decisions) Model it out • What’s required (cash, people, process) to achieve your goals? Look for partners and establish mutually beneficial relationships | © 2014 Enphase 9 Energy, Inc. | Confidential
  10. 10. The next inflection point: Beyond 2016
  11. 11. The choices you make now will affect the choices you’ll have post-ITC….it’s worth the time to think it through.