Chaolysti founder and Principal Pamela Cargill was featured on the inaugural Industry Insights podcast produced by Katie Simpson, Content Strategist at Canvas. Canvas is a cloud-based software service that enables businesses to replace expensive and inefficient paper forms with powerful apps on their smartphones and tablets. Read more...
In a race to grab marketshare, build better mousetraps, and define ever more deft methods for financing solar, the solar industry has lost sight of its customer. The myopic focus on building channels, funnels, and lowering customer acquisitions costs has led us astray. No matter how sleek and polished marketing, sales, and closing tools, if no investment has been made in creating continuity of experience post-sale, much of the goodwill built up to acquire that customer can quickly dissipate.
The United States has quickly become one of the top solar markets in the world. This has come to be even without a streamlined national incentive scheme like the Feed in Tariffs that have propelled solar adoption in Germany, Australia, and many other countries. Though the federal investment tax credit (ITC) offers the closest approximation to a nationwide solar incentive, it demands a complex tax equity financing infrastructure in order to properly capitalize for third-party owned deals and individual tax liability for direct ownership. Instead, the market in the United States consists of a tapestry of solar policies, incentives, climate regions, micro-markets, and diverse consumer attitudes.
If you're curious about how to navigate the US market, either expanding from outside the US or from one part of the country to another, here are some considerations to keep in mind.
Zurich Risk Engineering, a division of the well-known global insurance company, released a white paper in May, “Risk Topics: Photovoltaic Systems,” outlining their guidance on photovoltaic systems. Their bottom-line recommendation from this short paper: Avoid the installation or integration of photovoltaic systems onto or into buildings.