Grid-connected PV has just reached 2.3 GW (SEIA: US Solar Market Insight, 2011) in the United States. While non-residential and commercial solar are the market segments lined up for the strongest growth throughout 2011-2012, most forecasts set residential PV at lower expansion rates in part because of a slowly recovering economy. However, the leading residential PV providers are arming up to gain a broader market share. Firms in California and elsewhere are starting to think outside of the box and are redefining their strategy to present a clear and attractive case to the next generation of PV adopters. These new business models and targeting strategies involving creative financing schemes and innovative communication techniques have the potential for unlocking substantial growth opportunities.

The affordability and draw to residential solar ultimately depends on the cost of solar panels, electricity prices, and financial incentive programs-- externalities not in the immediate control of the service provider. How then are providers working to increase the appeal of solar power for homeowners in spite of these restrictions and barriers? What are the most efficient strategies when communicating to potential customers? Will we reach a point of inflection in the growth of residential solar? When and how will this diffusion take place?

Join us as we focus on the residential solar PV consumer and draft a road map for widespread adoption.

 

1.    From Early Adopters to the Masses: Typology of Residential PV Consumers

• Update on the Incentives for Residential Solar PV Adoption
• Peer Effects and The Role of the Solar Evangelist
• Social Learning & Image Motivation

 

2.    Customer Acquisition: Case Study with Sungevity

• Innovative Pricing: Financing/ Leasing Options
• Emerging Marketing Strategies: Targeted Outreach (social media, data mining)
• Support & Services: What is Changing in the Service Provided?
• How Can the Solar Industry Work Together to Improve Market Penetration?

 

 

Speakers:

Sungevity, Danny Kennedy, Founder


New York University Leonard N. Stern School of Business, Bryan Bollinger, Assistant Professor of Marketing, Co Author of "Environmental Preferences and Peer Effects in the Diffusion of Solar Photovoltaic Panels"

 

 

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For any further questions, please contact: cedric.christensen@agrion.org