INTRODUCTORY SPECIAL INTRODUCTORY ... - PHOTON Info
INTRODUCTORY SPECIAL INTRODUCTORY ... - PHOTON Info
INTRODUCTORY SPECIAL INTRODUCTORY ... - PHOTON Info
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Business<br />
run three campaigns a year<br />
in each city, assuming the<br />
initial campaign is success-<br />
ful. Current active programs<br />
include the San Francisco<br />
Bay Area, Los Angeles, San<br />
Diego, New Orleans, Denver,<br />
and Sonoma County.<br />
56<br />
SolarCity claims to be the<br />
innovator of the community<br />
aggregation strategy, first<br />
putting it into practice in<br />
2006 in an attempt to im-<br />
prove the efficiency of the<br />
company’s residential in-<br />
stallation business. The com-<br />
pany selected communities<br />
based on their enthusiasm<br />
to go solar. »If we got many requests in<br />
the same community, we would meet<br />
with some of the more enthusiastic ho-<br />
meowners who were passionate about<br />
environmental change, and work with<br />
them to propose a community solu-<br />
tion,« says SolarCity CEO Lyndon Rive.<br />
His company offered homeowners dis-<br />
counts of 10 to 25 percent off the pre-<br />
vailing retail price, depending on the<br />
size of the community program. In re-<br />
turn, the residents helped to organize<br />
neighborhood seminars to educate the<br />
community about the benefits of solar<br />
Getting jazzed about community solar: at a recent launch event for the group buying<br />
program GoSolar Mar Vista, organizer James Brennan educates homeowners about<br />
the advantages of aggregate purchasing. Staff from installer SolarCity were on<br />
hand to answer questions.<br />
launching its SolarLease financing<br />
program, which allows homeowners<br />
to install residential systems without<br />
any upfront costs, and instead make<br />
monthly payments. »We had so much<br />
demand with the leasing program that<br />
we didn’t need to run these community<br />
programs anymore,« Rive added. »You<br />
can only focus on so many things.«<br />
It appears that the group buying pro-<br />
grams didn’t pay off for SolarCity, giv-<br />
en the significant marketing resources<br />
required to generate relatively limited<br />
residential sales. In fact, it makes more<br />
For a cash purchase of a typical 3 kW system in San<br />
Francisco, 1Bog offers homeowners more than $5,000,<br />
or 22 percent, off the pre-incentive system price<br />
and the advantages of participating in<br />
an aggregation program. Following its<br />
first community program in Portola<br />
Valley, California, which resulted in<br />
90 residential installations, SolarCity<br />
went on to complete more than 800<br />
installations – approximately 4.5 MW<br />
– in 30 community programs in 2007<br />
and 2008, mainly in California.<br />
»The programs were great, but they<br />
were a lot of work,« said Rive. The or-<br />
ganizing of events and volunteers »re-<br />
quired a dedicated focus.« The com-<br />
pany eventually stopped organizing<br />
its own community programs after<br />
sense for non-governmental organiza-<br />
tions to run these programs because<br />
they can focus efforts on organizing<br />
and ask several companies for bids. Ac-<br />
cording to Solar City’s Jonathan Bass,<br />
the company still »considers commu-<br />
nity programs on a case-by-case basis,«<br />
but only in collaboration with groups<br />
like 1Bog that handle the organizing.<br />
GoSolar Mar Vista’s Brennan agreed<br />
that community programs are resource-in-<br />
tensive. He said that he needed to perform<br />
extensive groundwork to build relation-<br />
ships with community organizations and<br />
motivate a neighborhood to act together.<br />
GoSolar Mar Vista<br />
»I had no idea it would take this<br />
long,« he said. Another chal-<br />
lenge was the learning curve:<br />
Brennan said that he had to<br />
spend an enormous amount<br />
of time figuring out how the<br />
maze of relevant agencies and<br />
programs fit together.<br />
Vetting the installers<br />
including size of discount, service area,<br />
number of sales people, and through-<br />
put capacity. »We try to choose the in-<br />
staller that offers the best combination<br />
of discount, quality, and reliability for<br />
our members,« says Burton. 1Bog then<br />
negotiates a discounted price with the<br />
selected installer for all participating<br />
community members.<br />
When 1Bog moves into a<br />
new city, the organization<br />
issues a request for propos-<br />
als to choose an installer for<br />
the campaign. According to<br />
1Bog’s Brad Burton, the or-<br />
ganization uses several cri-<br />
teria to evaluate installers,<br />
Other community programs like<br />
GoSolar Marin and GoSolar Mar Vista<br />
use similar criteria for selecting a local<br />
installer, but may also include some<br />
additional preferences. For its most re-<br />
cent campaign cycle ending earlier this<br />
year, GoSolar Marin’s formal evalua-<br />
tion criteria in its request for proposal<br />
included price, product quality, system<br />
monitoring and maintenance capa-<br />
bilities, company history, past perfor-<br />
mance ratings and references, ability to<br />
serve a wide geographic area, availabil-<br />
ity of financing or leasing options, and<br />
good working conditions for installers.<br />
The community group also informally<br />
sought installers that used local labor<br />
and supported local workforce training<br />
programs. GoSolar Marin ultimately<br />
chose SolarCity, partly because the<br />
company offered several perks that<br />
none of the other bidders offered, in-<br />
cluding energy efficiency audits and<br />
online system monitoring.<br />
Participants in community programs<br />
typically have a choice between a dis-<br />
November 2009