Mobidemics is a third generation energy management company that provides intelligent energy profiling, recommendations, and optimizations for homes. They have developed an analytic engine and webservice that analyzes energy usage at the appliance-level. Several companies have expressed interest in marketing or bundling Mobidemics' system. The company is exploring commercial and residential applications and pricing models. Next steps include validating the customer demand and revenue model, following up with potential partners and investors, and exploring the commercial building market.

1. Mobidemics
Green Energy Redefined
Nilanjan Banerjee (PI) Xiangyu Liu (EL) Douglas Hutchings (CM)

2. Our Punchline
We are a third generation energy management
company for grid-tied and off-grid homes. While other
companies provide visualization and monitoring of PV
systems, we provide intelligent appliance-level
profiling, personalized energy recommendations,
and home specific energy optimizations.
Market: new product in an existing market.

3. Our Punchline
We have four companies --- Complete solar
solutions, Trem|wel Energy, Steller Sun, Wal-mart
Center (proxy to Retail Stores and ADT) -- want to
market our system and even bundle it with their
product. They are waiting on us for a demonstration.

4. The Business Model Canvas Updated
Energy meter Long Term
Webservice dev.
manufacturer Homeowners Home owner and
(z-wave) (off-grid, grid-tied): commercial blgs
-energy-saving
Utility Companies recommendations Utility
-per-appliance Companies
profiling
Solar installation -maximize cost of
companies electricity sold Solar Installation
Webservice: Companies
utility company
Analytic engine
solar installer
Utility company:
Nick Rosen renewable energy Web/phone:
data analytics Home owners
Backend Backend Price-related monthly Subscription
Maintenance Development
One time installation fee

5. The Business Model Canvas Updated
Energy meter Long Term
Webservice dev.
manufacturer Homeowners Home owner
(z-wave) (off-grid, grid-tied):
-energy-saving
Utility Companies recommendations Utility
-per-appliance Companies
profiling
Solar installation -maximize cost of
companies electricity sold Solar Installation
Webservice: Companies
Research Center utility company
Analytic engine Commercial Commercial
of Sustainability solar installer
buildings Buildings
- Energy audits
Nick Rosen Web/phone:
Home owners
Backend
Backend Development ~$10/month monthly subscription
Maintenance
Marketing One time installation
Campaign fee/leasing fee

6. Getting out of the building
Homeowners George Holmes (off-grid)
Jim Power (grid-tied)
And several others.
Sustainability
David Bradley (Walmart
experts
Center Head)
Solar Companies
Steller Sun

7. Getting out of the building
Investors and John Marshall
Marketing Jon Keel
officials Jack King
(follow-up with these
three)
Researchers Juan Balda (site director
(Sustainability) GRAPES)
Jim Phillip (CEO Nanomech
LLC)

8. Cost-benefit Analysis (off-grid)
primary cost (use of the generator) <=> per month electricity bill
Winters
(2*10) hours
6-8 hours of use
(5 gallons)
In an off-grid home
$2.7/ hour $60/month
we can save Upto
$60/month
Maintenance cost
($4/month)
Our data analysis on this house’s data shows that through
task rescheduling the use of the generator during the
winter can be PREVENTED

9. Grid-tied with Renewables
Consume less Our savings
and sell back Residential: 50c/day
during Commercial: 300c/day
peak hours
In grid-tied space our savings
Residential: $15/month
Residential: 30 KWh/day
Commercial: $90/month
Commercial: 200KWh/day
10AM – 8PM
More cost:
2.5c/KWh/peak hours
http://www.energypriorities.com
http://eia.gov

10. How much will a customer pay?
150 Assumption: 30% savings
Electricity bill
% of bill willing to pay
125
20
Off-grid
75
30
For a monthly subscription 10
we can charge on an avg 5
0 10 20 30 40 50
$10/month 0
% responses
0 10 20 30 40 50
% responses
Customer avgmoney spend/month on power = $65
Customer willing to pay on an avg = 50% of the savings

11. Cost of Customer Demand (web)
Particulars Numbers
Webpage visits 184
Secondary page visit 41
Unique visitors 137
Bounce Rate 86.5%
Revisits (Conversion 23%
rate metric)
Time spent on page 1:34
Conversion (from 30%
front to next page)

12. Adword Campaign+ Analytics
Particulars Numbers
Clicks 58
Cost $34
Conversion rate: 23%
Conversion rate: 30%
22.5% of the traffic
137 unique visitors
Google
$1.21/customer
(assumption: Adwords)
$1.02/customer
Cost: $34
Webpage analytics
685 visits (extrapolation)
$25

13. Our Payment Flow
Solar
installation Home/comme
pays us rcial
our share
fee
and
service subscription
Mobidemics
We have four companies --- Complete solar solutions,
Trem|wel Energy, Steller Sun, Wal-mart Center (proxy to
Retail Stores and ADT) -- want to market our system and even
bundle it with their product.

14. Our pricing models
Model 1
One time installation fee Risks
2K-3Kv monthly subscription 1. Non determinism
depending on hardware @50% of savings 2. Calculate savings
Model 2
lease hardware charge flat rate Risks
1Kv $15/month
v 1. Under-charging
depending on hardware assuming 30% of $90 2. Overestimate sav

15. What are our competitors doing?
Solar installation companies
one time installation fee
v
Complete SS
Steller sun, Stitt energy ($4-$5 / W)
Analytic companies Subscription fee
(Onzo, vOpower) v
($5-$10/month)
$1000 - $120,000
Smart Automation
v v
in 2 years in
Control4
installation and maint

16. Dialogue with Investors
They wanted a cost-benefit analysis of our
system
Extend our system to commercial buildings
Wal-mart, Retails ADT looking at energy conservation
Follow up meeting with 3 investors to show
demonstrations

17. Other Key Learnings
Partner with home automation systems such as
Control4.
- Users pay from $1000 -- $120,000 over 2-3 years in installation and
maintenance fee
- their energy management tools are manual
Focus on states where there is a time-of-
daypricing structure
- CA, NY, CO, OR, Washington, Vermont, Arizona.

18. Things to do.
Explore the commercial building space
Get more validation on the customer demand
cost, and revenue stream
Follow up with the investors
Follow up with contacts in utility companies