Marketing Plan for Genesis Power Conversions

I. Executive Summary

Genesis Power Conversions was founded in 1997 to save people substantial amounts of money
through use of our energy-efficient products and to help our environment.
Today, our technologies are world-changing. Our products are the best you’ll find anywhere.
We save our clients thousands of dollars. We help conserve millions of kWh of electricity, which
eliminates thousands of pounds of carbon dioxide from the environment.
Being an employee owned and operated company has made all the difference. Every Genesis
Power Conversions employee has a stake in our success, which ensures your success. Over the
past 12 years, our expertise, service, and pride of workmanship have put us at the top of our
field. Since we specialize in universal retrofitting, we know exactly what it takes to deliver
brilliant, cost-effective strategies that will dramatically enhance the quality of your building or
home and deliver the highest energy savings around.

II. Business Overview

Over the past 40 years, being more environmentally conscious has been of great importance. It
has only become socially acceptable, technologically feasible, and cost effective to “Go Green”.
As some competitors will only offer one to two specific retrofitting products at substantially high
prices, Genesis Power Conversions offers a wide range of energy-efficient and environmentally
conscious products bundled together at a low price. Having established long term relationships
with our sole vendors and subcontracts allows us to bundling our products anywhere between
35%- 55% cheaper than our competitors. Some of our bundled products include insulation
installment and reinforcement, wind and solar powered energy generators, window glazing and
replacement, automated energy saving heating and cooling systems, water collection and
filtration systems, in addition to many of our environmentally conscious organic recycling pickup
stations.

The Home Energy Saving Scheme

Genesis Power Conversions will encourage and incentivize homeowners to improve the energy
efficiency of their homes in order to reduce energy use and greenhouse gas emissions. The Government
has invested €100 million in this scheme.

Genesis Power Conversions will send an associate to the client’s home to do an overall homeowner
energy rating, and advice on the works that need to be carried out to improve energy efficiency. The
homeowner will pre-pay €100 towards the cost of this assessment, with Sustainable Energy Ireland
subsidizing the balance. Approximately two thirds of the cost of the assessment, will therefore, will be
covered by the Government.
The assessor may advise that the house requires such work as attic insulation, interior or exterior wall
insulation, low emissions double-glazing, heating control or a range of other energy efficient works.
The Government will then cover up to 30% of the cost of these works, to a maximum of €2,500. On
completion of the works a follow-up energy assessment on the building will be undertaken so that there
is a “before and after” test of what has been done.

Launching the Scheme Minister Ryan said, “Of the 1.7 million homes in Ireland, it is estimated that up
to 1 million require some investment to improve their energy efficiency. This Scheme will support
homeowners who wish to invest in their homes to bring them up to modern energy efficiency
standards. Such investment has been shown to pay for itself in energy savings in a few short years.
This scheme will help Ireland meet our climate change targets at the same time as assisting the
householder with energy costs. Householders will save on their electricity and heating bills; they
will use their energy more wisely and increase the re-sale value on their homes. The Scheme will
also be welcome news for the house-building sector.”

SEI (Sustainable Energy Ireland) estimate that the householder will save up to €700 in their
energy bills every year and that the scheme will save 6,000 tonnes of CO2 in its first year alone.
The full €100 million scheme is expected to yield greenhouse gas savings of 175,000 tonnes per
year.

This section is sometime referred to as the Situation Analysis segment. In a typical marketing
plan, it contains relevant background on the market, product, pricing, and distribution
situations as well as on competitors. Information Centers can describe their business in these
terms as well. Assuming the planning process takes place at the end of a fiscal year, this
section may be a recap of the business for the past 12 months. Consider describing your
customer base, services required by your customers, and environmental factors affecting your
operation. Yes, Information Centers have competition. How has the Internet affected your
business? Are other departments loading content for their use? Include any hard or anecdotal
data on ROI available to you, as well as information on the Information Center’s impact on the
business.

Some marketing plan templates include the SWOT (Strengths, Weaknesses, Opportunities,
Threats) Analysis in this segment. Others insert a separate segment devoted to the SWOT
Analysis. In the light of the business situation just described, you must now reflect on
strengths and weaknesses of your operation, as well as opportunities and threats to be dealt
with in the coming year.

III. Target Market

Our target market will include those people who want to avoid increased and
fluctuating energy costs in the future by installing systems that run on clean, free and
renewable energy sources. We understand that going “green” is on the mind of most
consumers in our target market. Our customers not only have a desire to “save”
money on their energy bills, they are also conscious of the ecological benefits or
converting from fossil fuels to renewable energy sources. We will look to target those
people who have been “thinking” of converting over but have been limited by the
deterrent of high conversion costs. Our systems will not only be feasible but also
affordable. Our systems will cover a broad spectrum of energy needs including
conversions of heating, cooling, and electrical systems by using utilizing solar, wind,
and thermal electric power sources.

How well do you know your target market? How well do you understand their information
needs? Can you articulate what your customers and potential customers need as opposed to
what you offer? Are there groups to whom you should be “selling” who are not now “buying”
your services? Are there ways to segment your market so that you can offer highly
specialized products and services to various groups, reflecting their business priorities? What
kind of products should be offered to a broad base of users? Answering these questions will
help you define your target market.

IV. Goals

Our goal is to convert 30 homes and 10 businesses into more energy efficient,
environmentally friendly dwellings within the next quarter. With the 5 full time
construction crews that we currently employee, this is an attainable goal.

What do you want to achieve? The goal statement(s) should be challenging and yet,
attainable. Is it important to increase the number of departments served? Which
departments? Do you intend to provide more training programs? Sample goal statements
might read:

1. Establish relationship with Legal and Regulatory Departments in first quarter.

 2. Reduce staff time spent on call-in, ad hoc requests for help with Internet searching

V. Marketing Strategies

1). An aggressive advertising campaign that will reach people through the most
popular media sources including internet, television advertising, newspaper ads, radio.

2). We will build on our reputation of customer satisfaction, company longevity, and
using testimonials from satisfied customers in our quarterly ad campaign.

6. Lead generation plan

Here strategies and programs are outlined which will help us reach the goals outlined above.
For the two goals suggested previously, strategies might read as follows:

1. daily news delivery for all persons in Legal and Regulatory Departments on trial basis
for 2 weeks as first step in increasing business with these departments.
2. Increase the number of Internet training sessions by 10% over the course of the year.

VI. Implementation Tactics

Tasks required to implement and monitor each strategy are listed in this section. With each
task, the person responsible for the task, and a completion target date are indicated. Having a
plan of action with specific tasks ensures that the details are clear and that specific persons
are accountable. For example:
We will offer easy pay options for products and services through installments
We are West Texas’ only Retrofitting Specialists
We offer a complete package, goods and services - a "one stop shop"
Our economies of scale benefits the cost conscious consumer
Only the highest quality construction materials are used
We employ a fully trained staff of only the most qualified, professional installers
We provide excellent customer service before, during, and after the sale
Our company and work is both bonded and insured
All of our renewable installers are licensed practitioners
We offer a value for money service
We have been in business for 12 years
We employ 5 full time installation crews which may grow according to the influx of demand
We guarantee a reliable, on-time service, every time.

1. Daily news delivery trial for Legal & Regulatory Departments

 Person Completion
Responsible Date
Task Description
a) Meet with Department Directors to promote 1/15
plan, including budget implications for
departments following trial. M.L.
b) Meet with vendor to set up trial. J.V. 1/15
c) Work with vendor and designates from each 1/22
department to define profiles.
M.L., J.V.
Schedule meeting with all members of both 1/30
departments to pro-mote trial; sell concept of
customization following 2-week trial. M.L.

d)
e) Launch trial. All 2/1
f) Schedule mid-trial meeting for feedback and J.V. 2/8
refinements.
g) Assess trial results. M.L., J.V. 2/15
h) Launch customized news delivery to groups. J.V. 2/18
i) Review on quarterly basis. M.L., J.V. 4/1,7/1,10/1

2. Increase the number of Internet training sessions by 10% over the course of the year.
Person Completion
Responsible Date
Task Description
a) Review most frequent requests for help with
Internet and deter-mine appropriate 1/15
applications for classes. D.H.
b) Contact Consultant to design course on D.H. 1/20
government sites
c) Review course proposed by consultant and set
targets for testing. 1/30
M.L., D.H.
d) Trial run of course with Information Center D.H. 2/20
staff.

e) Schedule and promote course for organization D.H. 3/1

f) Review and modify, if needed, based on D.H., Cons. 3/15
evaluations.
 VII. Budget

How much will the activities defined above cost? Can you provide a revenue forecast?
Explain the assumptions on which the forecast is based and consider various (best case,
worst case) scenarios. Since many Information Centers now operate as cost centers, if not
profit centers, this component of the plan is extremely important.

VIII. Evaluation of Results

What are the success criteria? How will you measure success of the plan? By monitoring
progress, you can judge the success of the marketing plan. If some of the strategies are not
working out, try to determine why. Is the strategy flawed? Is there a problem with
implementation or timing? How can you refocus and move on?

If you all still want to do a presentation on the one stop shop business of retrofitting homes with energy
saving applications, we need to begin doing our homework.
Some of the energy saving additions to homes that we can investigate are the following:
Solar Power
Wind Power
Water conservation and redistribution
Window replacement
Insulation (heat and energy conservation)
Periodic recycling routes (truck pick up recycling bins from home: paper, aluminum, glass, oil )
**Overall cost saving with bundling**
I know some of this shit sounds made up (because it is); however, we can actually incorporate this
outlandish stuff into our business. Remember, no one else is doing it and everyone is into it (Going
Green Bitches) OUR TARGET MARKET!!