Segment: Established households, homeowners aged 40s to early 60s
Interview 1
Summary: In France, the government
would subsidize solar panel installation and paid for excess electricity. It would make immediate financial sense to install
solar panels in this case. However, in
the United States, the financial benefit isn’t as easily realized and he enjoys
moving houses frequently (5 years or so).
He would realize the need for solar if either electricity cost
increases, cost of solar panels decrease and he could get his ROI sooner, if
the power company was more receptive to incorporating solar panels, and if
solar panels/solar roof would significantly increase the value of the home. Main source of information were friends who owned
solar panels.
Interview 2
Summary: Once I move into my last
house, then I will buy solar. Currently
looking for costs to come down and efficiency to increase. Mainly talk to neighbors and friends who
installed solar.
Interview 3
Summary: hurricanes and general
storms plague the coast. Realizes the
need as storm approaches and electricity lost.
Gas isn’t always readily available and the generator not always reliable. In addition, going green has been a long-time
pursuit. However, waiting to move to
location with more sun. Lots of Google
searches for “efficient solar panels,” “grid-tie solar systems,” “Solar
installation companies.”
Conclusion
The need for solar in the
established households (homeowners aged 40-60s) segment seems to be a bit
distant. Though established, the people
I talked to seem to currently be pondering moving. More data would have to be gathered, but
maybe the ideal market would be those middle-aged and older individuals who are
moving to/building a new home. They are
more in-tune with the investment side of a home and probably intend on staying
there for a longer period of time.
Again, more interviews will have to be conducted.
This was a great post Quinton. I think you picked a good market segment, because I think they would be very likely to want to invest in solar panels. I think you made a good point that one of your interviewers would realize their need for solar is the cost of solar panels decreased. I think you were right that people would be more interested if they were moving or building a new home.
ReplyDeleteHey Quinton,
ReplyDeleteI like the fact that you realized that the 40-60 year old homeowner segment might not be the most ideal market for you. These people would probably see the investment aspect of this but maybe younger people would be more willing to put up solar panels, especially since it's eco friendly and sustainable. I think if you conduct more interviews, you will be able to flesh out the ideal segment.