Commercial and marketing aspects micro-CHP
H.E. Ensing, Paris 30-5-2008
Summary
• GasTerra
• The Netherlands
• Status CHP
• Market demand
• Communication
• Market introduction
• CSFs
• Marketing strategy
dia 1
History
dia 2
GasTerra
The new name as of 01-09-2006
dia 3
Gastrader
75-80 bcm/yr
dia 4
The Dutch situation
• 6 million households
• 50% of the Dutch homes is owned by housing
corporations
• Gas connection ratio 98%
• 80% of all houses has a wall-mounted boiler
• Market for central heating boilers: approx. 450,000
units/year (98% condensing boilers)
dia 5
Status micro-CHP (HEe condensing
boiler) in the Netherlands
2008 – 2010: Learning phase
Field trial 10,000 units by leading Dutch energy
companies and GasTerra
2009 – 2011: Market introduction HEe-boilers
Suppliers: energy distribution companies and
installers
dia 6
Creating market demand (1)
Message carriers
Websites
• Smart Power Foundation (Baxi, Bosch, Daalderop,
Enatec, GasTerra, Microgen, Nefit, Remeha,
Vaillant, WhisperGen)
Mission: to enlarge market chances for micro-CHP, among
others by taking away bottlenecks relating to installation
technology, regulations and granting of subsidies
• Smart With Gas foundation (Eneco, Essent, Nuon,
GasTerra)
Mission: Promoting the introduction of new energy-saving
technologies or gas applications by means of demonstration
projects
• Micro-CHP portal (GasTerra)
Aim: Providing information on micro-CHP
dia 7
Creating market demand (2)
National micro-CHP day (host: Smart With Gas
foundation)
• Conference for CHP-related target groups,e.g. installers,
housing corp., government, building development
managers, energy advisors
Advertisements
• presenting concept and benefits
Articles in newspapers and magazines
• presenting background information on micro-CHP and
projects
Brochures
• Smart Power Foundation
• GasTerra
AV-presentation
• Produced by Smart With Gas foundation
dia 8
dia 9
Programma
09.30 -10.00
Ontvangst
10.00 -10.10
Welkomstwoord
Dick Tommel, voorzitter stichting Slim met Gas
10.10 -10.30
´Een hoger rendement´
Filmpresentatie over de HRe-ketel
dia 10
Communication aspects
• Consistency in information content
• Keep messages concerning eventual negative
micro-CHP performance in the house
dia 11
Market introduction aspects
• Several manufacturers/providers
• Different manufacturer time schedules for market
introduction
• Regulations
• Arrangement supplying electricity back to the grid
dia 12
Critical Success Factors (1)
Consumer
• Pricing (pay-back time, government financial
support)
• Efficiency
• Performance (e.g. maintenance, noise, life cycle)
• Size
• Availability
• Alternative simple technology
dia 13
Critical Success Factors (2)
Installing company
• Market demand
• Availability
• Installing aspects: complexity, size, weight
dia 14
The HEe-boiler on the market
• The market (and CO2-reduction) potential is huge
• It’s up to the manufacturer to develop a marketing
strategy and/or proposition which is tuned to their
technical concept and specific appliance
characteristics
dia 15