case files eoscinemas_iit delhi
TRANSCRIPT
Kushagra Vishika
Department of Management Studies, IIT Delhi
Team – NH 8
Case Study
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CBA
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Barriers Positive Success Factor
Less dependency on nonrenewable sources of energy
Decreased energy bills
Generate your own power
Storage of energy for future use
through batteries
Extra power can be sold to the grid
ownerEco friendly
No cooling requiredFinancial partners providing help in
installation
Supply of power even in the case of
power cuts
Low power density
High Installation Cost
People are reluctant to
change
Lack of awareness
Seasonal and weather
conditions
Prior installation needed
Sufficient area requirement
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• The states with most potential for solar energy should be the point of interest for Solaron. Initially Solaron would go with top 10 states with highest potential for solar energy.
• As Solar energy is a source of green energy, states and cities which are polluted, like Delhi, can also be targeted.
• States with more number of villages with status of electrified are also the prospect market.
Segmentation
• The target population middle income group and higher income group in urban areas.
• Encouraging Middle income to adopt, it will lead to a huge saving on electricity bill.• Harvest the status of upper class or elite people as they are looked upon by society
for inspiration.• Villagers, who do not have access to clean and cost efficient energy should be
targeted. • States like Rajasthan, Bihar, Odisha, Madhya Pradesh, Uttar Pradesh collectively
have around 20,000 villages with un-electrified status should also be targeted
Targeting
• Solaron will not only be a product provider but will also be an information provider. • It will also help people to get financial aid in their installations and will give better
financing options• The website would also host the cost benefit analysis• Solaron would be promoting rooftop installations.• Solaron would promote the use of solar energy through offline and online medium.
Positioning
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AInnovative Ideas
Videos series explaining benefit of solar energy, solar panel installation, net metering, bill reduction etc
Videos should be 10-15 min long videos posted on social media providing information on benefits of solar energy
Allow people to play a game Light up the dark box and machines
with different sources of energy The team which uses the most clean
and cheap source wins Make people understand benefits Tell the people about befits of solar
energy Attract people from any age group or
status
There would be a commercial ad in this campaign
A couple getting married would be featured and suddenly there would be a power cut
Guests at wedding would pass on comments like “bill nai diya kya?”
When the power is again supplied, everyone is shocked that the bride is missing
We would quote at last “Aise dhoke se bachna hai toh apni bijli banao, ghar mei solar panel lagao”
Would attract people from all sects
Campaign can be carried out anywhere with help of school children.
Children will educate people about how the non renewable sources of energy are decreasing, pollution is increasing and environment is degrading
Children are going to request adults to go green and produce their own energy
They would ask adults to get solar panel installed
Sun Won't burnEnergy Grow
Dhoka milne se pehle bana lo! Hamare Liye kuch toh bachao
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ABusiness plan
Level wise distribution of the Urja Sevaks and distribution heads depending upon the population and need.
One Urja Sevak for each village headed by one supervisor for a particular area/panchayat. These Urja Sevaks would be responsible for creating awareness and demand for the solar panel installation.
For cities, the number of Urja Sevaks will vary according to population and will beheaded by respective supervisors.
BUSINESS MODEL
Solaron can partner with firms with distribution channel which can cater the needs of far reached villages and all the cities. Its own supply chain can also cater to the needs of people.
It has to keep the lead time minimum to deliver the products needed for installation of solar panel. Installation charges should be minimum and after installation services should be provided to meet the
grievances of people.
FACTSRural population of 68.6 crores Urban population of around 34 crores (census 2011). (Assuming 5 people on an average in urban household and 7 people on an average in rural household, around 15 crores household in these states)
Covering around 12-13 states, namely: Rajasthan, Jammu & Kashmir, MP, Maharashtra, HP, UP, AP,
Uttarakhand, Delhi, Gujarat, Orissa, Telangana, Bihar, West Bengal, Tamil Nadu & Punjab.
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Business plan
Target the villages and cities according to the needs.
Start a campaign in villages and cities with the name “Aapki bijli, aapka bill” or “Your Power, your bill”.
Spread awareness through print media in both cities and villages. Focus should be on explaining the cost benefits.
Promote the solar panel at electricity bill payment centers through bill boards and advertisements.
In un-electrified villages give stress that they would get continuous supply of energy and can thus work towards growth.
Solar panel installation attracts high cost. Solaron will provide two ways of financing to the weaker sections:
Use easy installments to make the payment in a specified period of 1, 2 or 3 years
Solaron would ease the process of getting finance from banks with which Solaron would have tie ups beforehand.
Solaron would also keep the option of one time payment open to people who are able to make the payment.
