What are the market problems?

Purpose: we talk about wanting to be a “Market-Maker” and I think this is the right thing for us to aim for. But the market has several problems and we should have a thesis on which are the biggest problem and which we can solve. This may be a key way to prioritize and choose between different strategies. A key question to ask when evaluating a strategy is: which market problem or problems does it attempt to solve?

If we can agree on a short list of the biggest market problems it may help us speak the same language and be clear-eyed as we try to make strategic decisions.

How’s this rough list of owner and contractor side problems? Please edit and revise as needed!

Owner side: #

• Lack of trust in contractors/consultants
• Fear of making wrong choice
• Lack of compelling narrative
• Overly complex process, paperwork, approvals
• Lack of understanding of options
• Too many decision-makers
• Lack of capital
• Solutions not cost-effective even when capital is available

Contractor side: #

• High cost of acquiring customers
• Unpredictability of pipeline
• Expensive to maintain inventory
• Don’t like/not good at communication and customer service
• Unpredictable demand/ shifting incentives

For reference, the table below was a longer inventory of market problems created as part of the NYSERDA SAFE report.