CLEANTECH MARKET STUDY ANALYSIS REPORT Produced & Presented by Jack Bennings, CAE

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C

LEANTECH

M

ARKET

S

TUDY

A

NALYSIS

R

EPORT

Produced & Presented by

Jack Bennings, CAE

www.greenusmarket.com

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T

HE

A

LTERNATIVE

E

NERGY

I

SSUE

We are all interconnected to the Sun whether we know it … or not! We now

have a responsibility and opportunity to teach the US consumer how to

successfully use it to our advantage through Solar Energy.

Given the world’s growing needs for reliable, affordable and sustainable

energy supplies, how can we unlock barriers that will allow us to more

rapidly deploy new energy technologies?

The growing appetite for oil and other energy sources means that worldwide

energy consumption is projected to rise by as much as 50 percent from

2000 to 2030. This dramatic growth, coupled with the 60% increase in

energy consumption of the past 25 years, creates pressure on energy

supplies.

While the portfolio of available energy sources varies from country to

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The question of how we will meet future world energy

demand, particularly in light of increasing constraints

on carbon emissions, is complex. The answer will

require us to grow and diversify the global energy

portfolio in a way that addresses economic,

environmental, security, geopolitical and social,

technological and investment challenges.

Currently, there are opportunities for both individuals and industries to use

energy more efficiently and thus conserve the energy supplies that we have.

Individual consumers of energy tend to lack the information (such as

information on how much energy they are using in their daily lives or how

much it costs). Consumers also do not always have access to the

technology (such as energy efficient appliances or fuel efficient vehicles)

that they need to be more efficient. Similarly, businesses do not always

have the means to invest in more efficient technology, even if they would

achieve cost savings in the future.

M

AJOR

E

NERGY

U

SED

W

ITHIN THE

W

ORLD

E

CONOMY

Sector of the

Economy

Main Types of Energy Used

Share of Energy

Used (2006)

Transportation

Gasoline (petroleum) for cars, motorcycles

and light trucks

Diesel (petroleum) for heavier trucks, buses

and trains

Jet fuel (petroleum) for airplanes

39%

Industry &

Manufacturing

Natural gas for boiler fuel and process heat

Electricity for power

Coal for boiler fuel

35%

Residential

Buildings

Natural gas for space heating

Electricity for lighting, appliances,

refrigeration and some types of heating and

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M

AJOR

E

NERGY

U

SED

W

ITHIN THE

W

ORLD

E

CONOMY

Sector of the

Economy

Main Types of Energy Used

Share of Energy

Used (2006)

cooling

Commercial

Buildings

Electricity for lighting

Natural gas for space heating

11%

Today, consumers (versus industrial users) are responsible for a majority of

global energy demand; the largest consumer uses of energy include road

transportation, residential heating and lighting, and commercial building

(such as office space) heating and cooling.

Consumer demand is greatest in the United States,

currently the world’s largest overall energy consumer,

although consumption continues to grow at a

substantial pace in China, India and other rapidly

developing economies.

Just imagine your neighborhood mason fitting your roof

tiles and these same tiles producing dependable solar

energy for your house or office – you no longer need to

hire scientists and alternative energy nerds for a simple

roof job, and the cost is no longer a bottleneck.

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For billions of years the sun has been spewing out gargantuan amounts of

energy and if we can use even a miniscule portion of it, pollution-free and

inexpensive power can be provided to every single home and industry for as

long as we live. Consequently, many energy companies and scientists are

strenuously working towards a model that can produce cheap energy in the

least intrusive manner.

By properly applying solar thermal energy to the

absorption chiller units, the need for gas firing or

other heat source is avoided; the result is a solar

powered air conditioning system with truly

extraordinary energy savings.

F

INANCIAL

I

NCENTIVES FOR

R

ENEWABLE

E

NERGY

F = Federal S = State/Territory L = Local U = Utility P = Private

State Personal Tax Corp. Tax Sales Tax Prop.

Tax Rebates Grants Loans

Industry Support Bonds Production Incentives Federal 3-F 4-F 3-F 5-F 1-F 1-F

Alabama 1-S 2-U 1-S 1-S 1-U 1-U

Alaska 1-S 2-S 1-U

Arizona 3-S 1-S 1-S 2-S 6-U 2-U 1-S

Arkansas 1-U 1-U

California 1-S 6-S 38-U 3-L 1-S 2-S 1-U 4-L 1-S 1-U Colorado 2-S 1-L 1-S 8-U 1-L 1-S 1-L 2-P 1-S 3-U 2-L Connecticut 2-S 1-S 1-S 2-U 3-S 2-S 2-S Delaware 1-S 2-S

Florida 2-S 2-S 1-S 1-S 9-U 1-L 1-S 5-U 1-L 2-U

Georgia 1-S 1-S 1-S 8-U 1-U 2-U

Hawaii 1-S 1-S 2-U 1-S 2-U 1-L 1-S Idaho 1-S 1-S 1-S 1-P 1-S 1-S 1-P Illinois 1-S 2-S 1-S 3-S 1-P 1-S 1-S 1-P

Indiana 1-S 4-U 1-S 1-U

Iowa 1-S 1-S 1-S 3-S 11-U 1-S 2-S 1-U

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Massachusetts 2-S 3-S 1-S 1-S 2-S 5-U 3-S 1-S 1-U 1-S 1-P

Michigan 2-S 3-U 2-S 3-S 1-U

Minnesota 2-S 1-S 2-S 23-U 1-S 2-U 5-S 3-U 1-S 1-U

Mississippi 4-U 1-S 2-U 1-U

Missouri 1-S 7-U 1-S 1-U

Montana 3-S 1-S 3-S 4-U 1-U 1-S 2-S 1-P

Nebraska 1-S 2-U 1-S

Nevada 1-S 3-S 1-S 1-S

New Hampshire 1-S 1-S 4-U 1-S

New Jersey 1-S 1-S 4-S 2-S 1-U 1-S 1-S

New Mexico 4-S 3-S 2-S 1-S 1-S 1-S 3-U

New York

3-S 1-S 1-S

2-S 1-L

5-S 4-U 1-L 2-S 2-S 2-S 1-S North Carolina 1-S 1-S 1-S 2-S 5-U 1-S 2-S 1-U 3-U 1-P

North Dakota 1-S 1-S 2-S 2-U

Ohio 1-S 1-S 1-S 1-L 5-U 1-P 6-S 1-S 1-U 1-L 1-S

Oklahoma 1-S 3-U 4-S 2-U 1-S

Oregon 1-S 1-S 1-S 8-S 21-U 1-S 1-P 3-S 11-U 1-S 1-S 1-U 1-P Pennsylvania 1-S 1-S 1-S 1-S 1-L 8-S 1-U 2-L 6-S 1-U 5-L 3-S

Rhode Island 1-S 1-S 1-S 2-S 1-U 1-S 1-S 1-P South Carolina

1-S 2-S 1-S 4-U 1-S 4-U

1-S 1-U 1-P

South Dakota 3-S 4-U 2-U

Tennessee 1-S 2-S 1-S 1-S 1-U

Texas 1-S 1-S 17-U 2-S 1-S 1-U

Utah 1-S 1-S 1-S 6-U 1-S

Vermont 1-S 1-S 1-S 1-S 1-S 1-S 1-U 2-S 1-S 2-U

Virginia 1-S 1-S 1-S 1-U Washington 1-S 17-U 1-L 1-P 13-U 1-S 1-S 3-U 1-P West Virginia 1-S 1-S 1-S

Wisconsin 1-S 1-S 3-S 6-U 1-S 1-U 2-S 3-S 5-U

Wyoming 1-S 1-S 3-U 2-U

District of Columbia 1-S Palau Guam Puerto Rico 2-S 1-S 2-S 1-S 1-S Virgin Islands 1-S 1-S N. Mariana Islands American Samoa Totals 39 39 36 61 302 65 148 32 3 51

F = Federal S = State/Territory L = Local U = Utility P = Private

F

INANCIAL

I

NCENTIVES FOR

E

NERGY

E

FFICIENCY

F = Federal S = State/Territory L = Local U = Utility

State Personal Tax Corp. Tax Sales Tax Prop. Tax Rebates Grants Loans Bonds

Federal 2-F 4-F 2-F 4-F

Alabama 6-U 1-S 6-U

Alaska 1-S 2-U 4-S

Arizona 1-S 1-S 10-U 1-U

Arkansas 6-U 1-S 5-U

California 68-U 1-S 5-U 2-S 10-U

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Connecticut 1-S 2-S 16-U 1-U 2-S 4-U

Delaware 2-S 2-S

Florida 22-U 1-S 2-U 4-U

Georgia 1-S 1-S 16-U 7-U

Hawaii 5-U

Idaho 1-S 20-U 1-S 3-U

Illinois 2-S 11-U 3-S 1-S 1-S

Indiana 1-S 1-S 32-U 1-U 1-U

Iowa 19-U 1-S 1-S 4-U

Kansas 1-S 7-U 1-U

Kentucky 1-S 1-S 1-S 14-U 4-U

Louisiana 1-S 1-U 2-S

Maine 2-S 2-U 2-S

Maryland 1-S 1-S 2-S 3-U 1-S 3-S

Massachusetts 1-S 1-S 30-U 6-U

Michigan 1-S 6-U 1-S

Minnesota 81-U 6-U 5-S 7-U

Mississippi 7-U 1-S 3-U

Missouri 1-S 1-S 29-U 1-S 2-U

Montana 1-S 1-S 8-U 1-U 1-S 1-S

Nebraska 7-U 1-S

Nevada 1-S 3-U 1-S

New Hampshire 16-U 2-U 1-S 2-U

New Jersey 8-S 2-S

New Mexico 1-S 1-S 7-U 1-S

New York 1-S 1-S 1-S 4-S 13-U 3-S 2-S

North Carolina 1-S 2-S 14-U 1-S 1-U 2-S 10-U

North Dakota 1-U 1-S 3-U

Ohio 10-U 1-S 1-U

Oklahoma 1-S 5-U 4-S 2-U

Oregon 1-S 1-S 8-S 41-U 2-U 3-S 13-U

Pennsylvania 1-S 1-S 1-U 7-S 1-U 4-S 1-U

Rhode Island 5-U 1-U

South Carolina 1-S 1-S 6-U 1-S 5-U

South Dakota 6-U 2-U

Tennessee 11-U 1-S 2-S 3-U

Texas 1-S 42-U 2-S 3-U

Utah 8-U 2-S

Vermont 11-S 3-U 3-S 1-U

Virginia 1-S 1-S 3-U 1-S 1-U

Washington 71-U 1-S 3-U 12-U

West Virginia 1-S

Wisconsin 4-S 13-U 1-U 2-S 3-U

Wyoming 8-U 1-S 1-S 2-U

District of Columbia Palau Guam Puerto Rico Virgin Islands 1-S 1-S N. Mariana Islands American Samoa Totals 17 14 9 6 787 57 202 3

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F

ACTORS

S

URROUNDING

Y

OUR

S

OLAR

P

OWERED

A

IR

C

ONDITIONING

U

NIT

• Can be used in private homes and small commercial industries

• Power consumption is only 10% of a traditional A/C unit

• Only a 10 sq. ft. solar panel … is basically maintenance free but

somewhat more complicated than the traditional unit

• Production costs are slightly higher but operating costs can make up

the difference

• Technology is patent protected worldwide

• Company has a two year track record in the home market

F

LORIDA

A

S

A

M

ARKETING

S

ITE

Florida’s per-household consumption of electricity is among the highest in

the United States, largely because the State’s hot and humid weather drives

up electricity demand for air-conditioning.

Since Florida builds an average of 160,000 new homes each year, and

Census Bureau data reveals that Florida will rank third in terms of

population in 2010, the construction of energy-efficient buildings alone

would significantly reduce Florida’s energy consumption.

M

ARKET

P

OTENTIAL IN

N

UMBER OF

H

OMES IN

E

ACH

S

TATE

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.Mississippi 1,267,231 .Missouri 2,663,977 .Montana 438,282 .Nebraska 786,334 .Nevada 1,127,061 .New Hampshire 597,129 .New Jersey 3,517,293 .New Mexico 871,700 .New York 7,977,286 .North Carolina 4,201,378 .North Dakota 313,332 .Ohio 5,079,873 .Oklahoma 1,637,138 .Oregon 1,628,826 .Pennsylvania 5,496,336 .Rhode Island 451,753 .South Carolina 2,056,127 .South Dakota 361,482 .Tennessee 2,758,171 .Texas 9,598,579 .Utah 944,347 .Vermont 312,617 .Virginia 3,306,389 .Washington 2,791,597 .West Virginia 886,430 .Wisconsin 2,569,430 .Wyoming 246,393

According to the US Department of

Energy: Homes that have Solar

Energy installed in their homes

ARE

SELLING TWICE AS FAST as homes

that are not utilizing solar energy.

E

NERGY

E

FFICIENCY AND

R

ENEWABLE

E

NERGY

Other Cooling Technologies

This section includes absorption cooling, radiant cooling, and earth cooling

tubes.

Absorption Cooling

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Although mainly used in industrial or commercial settings, absorption

coolers are now commercially available for large residential homes.

Absorption cooling usually only makes sense in homes without an electricity

source, but may also be employed to make use of renewable energy.

Absorption cooling is essentially a heat pump technology; absorption

coolers are absorption heat pumps that are not set up to allow their use as a

heating device. To find out more about absorption cooling, see the section

on

absorption heat pumps

.

Radiant Cooling

Radiant cooling cools a floor or ceiling to provide a cooling effect by

absorbing the heat radiated from the rest of the room. Although potentially

suitable for homes in arid climates, radiant cooling is problematic for homes

in more humid climates.

Earth Cooling Tubes

Earth cooling tubes involve routing air through underground tubes or

chambers to achieve a cooling effect. Although a few hundred systems

were build in the 1970s and 1980s, in practice the technology is not

effective.

Air Conditioning

Two-thirds of all homes in the United States have air conditioners.

Air conditioners use about 5% of all the electricity produced in the United

States, at a cost of over $11 billion to homeowners. As a result, roughly 100

million tons of carbon dioxide are released into the air each year—an

average of about two tons for each home with an air conditioner.

Switching to high-efficiency air conditioners and taking other actions to keep

your home cool could reduce this energy use by 20%–50%.

M

ARKETING

A

SPECTS

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The Time is NOW … the opportunity is here … the

success has been proven overseas … the Market is

untapped. EDUCATION – EDUCATION – EDUCATION

of the general public is key!

Consumers know why they should move to alternative

energy with incentives are there to assist in many

Federal and State levels.

4 P’s of Marketing: PRODUCT, PRICE, PLACE, PROMOTION

• The product fits the need, renewable energy for air conditioning

• The price of the product (with incentives) will make if affordable

• The Place or channels of marketing through A/C installers, energy

related home builders, developers and suppliers

• Promotion should focus to increase the visibility of solar installation

and broaden the appeal of Solar Incentive Programs.

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