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THE PITCH
Solar power has significant potential to become a source of abundant and low-cost energy in the near future. As the cost of conventional fossil fuel energy increases and the cost of renewable power decreases, solar technologies for the production of heat or electricity have become a much more attractive alternative. In addition, growing levels of environmental awareness and changing attitudes towards energy consumption have placed solar on the verge of a major market breakthrough. While utility scale installations of solar power are growing around the world, the residential market has been poorly served to-date and as a result there are only a few small-scale solar systems to be seen. SunGreen is the first solar energy business to focus specifically on the residential market; with over 1 million residences in Toronto alone, this represents a massive undeveloped market opportunity.
Today, if a consumer wishes to install a solar system on their house, they are forced to research different technologies, vendors, and installers. SunGreen's goal is to make solar easier for the residential consumer by providing the information, system customization, customized costing, performance guarantees, and full installation and service packages, all accessible from an online interface.
Today's installers are generally inefficient in installation and provide very little easy-to-access information about their product or system. The SunGreen management team has extensive experience in mechanical and electrical engineering, web programming, and project financing. We feel that we will be able to offer green solutions faster, at a lower cost, and with a higher degree of customer satisfaction.
SunGreen's founders, left to right: CFO Anthony Chan, CEO Colin Dabisza and COO Matt Murphy
Our business will be concentrated in solar heating and solar photovoltaic technologies. We intend to use a web-based direct retail model with a just-in-time framework to sell these systems, thereby allowing SunGreen to keep costs low while offering the latest technologies in this rapidly changing industry. SunGreen will work to acquire all the necessary permits for installation and government incentives for renewable power. We will also offer financing, via a partner organization, to make the technology more affordable for our clients. SunGreen will focus first on the Greater Toronto Area (GTA), but remains open to opportunities in other Canadian and US cities in the long-term through partnerships or expansion.
Ultimately, the SunGreen customer will benefit from a fast and high quality installation. The relative lack of competition in today's residential solar market will enable SunGreen to attract a loyal user base and establish itself as the standard in residential solar energy systems.
1. Business Overview
Mission Statement
To provide a value-added solar energy solution to our customers using clear and understandable information on solar products, transparency in pricing for products and services, top notch customer service, efficient and high quality installation, and warranty and replacement guarantees.
Value Proposition
Some residential energy solutions using solar technology are economical today, however they are not easily accessible. The technology is confusing, front loaded with a high cost, and requires a specialized skill-set to install.
SunGreen offers a complete solar solution for residential customers. The interactive website simplifies the technology such that customers can be confident making buying decisions. The background work required to allow a residential customer to generate electricity is taken care of by SunGreen. Project financing and comprehensive warranties on all products and services are offered. Finally, SunGreen strives to run the most efficient installation service in the industry by investing in technology so that our employees can do a better job in less time.
Product/Market Definition
SunGreen focuses on residential active solar projects, which we feel is an underserved market. With over 1 million single family residences in the City of Toronto , the potential customer base is quite significant. SunGreen meets the unique needs of this segment by addressing both the information gap about solar products, local regulations and concerns over the effect of installation in the short and long term. SunGreen wants to become the defacto standard for the residential segment by providing the easiest possible solar energy solution for each household.
Company Description
SunGreen was founded by three MBA students with backgrounds in Environmental Engineering, Electrical Engineering, and Finance. All of the founders are passionate about renewable energy and have valuable work experience and associations in this regard. The company has the necessary management talent and backgrounds to be successful in this emerging market.
Management Team
Colin Dabisza, the Chief Executive Officer, is a licensed engineer with over 6 years experience in project and general management. He has an MBA from the Rotman School of Management. He has led a number of companies in the past, including a technology consulting and disc jockey business.
Matthew Murphy, the Chief Operations Officer, is a mechanical engineer with 3 years experience in environmental sciences, specifically looking at alternative energy projects. Matthew also has an MBA from the Rotman School of Management and has experience in leadership roles with both academic and professional organizations.
Anthony Chow, the Chief Financial Officer, is a Chartered Financial Analyst with a BBA and an MBA from the Rotman School of Management. Anthony has six years experience in the financial industry and brings strong technical skills to the team.
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