sustainable building materials case study:...
TRANSCRIPT
SustainableBuildingMaterialsCaseStudy:LouverShade
JerroldWang,MBA
Analyst
LuxExecutiveSummitAmericas2016
May10th,2016
StoryofLouverShade
2
Products
FoundationIn2011,WA
Market
Revenue
0
1
2
3
2013 2014 2015 2016
Millions
of$
CAGR73%
LouverShadechoseaboringproductwhichmakespeoplesleepy
3
Also,blindsandshadesareinaverycompetitivemarket
4
…
Specialproductdesignprovidescombinedvalueproposition,butisnotenoughtoprovesuccess
EveryLouverShadeproducthavetwozones,daylightharvestingzoneandglarecontrolzone
Saveenergybybothdaylightharvestingandthermalmanagement
Improveindoorcomfortbyglarecontrol
5
HowdoesLouverShadesucceed?
Targetthesegmentofnet-zeroenergybuildings(NZEBs) CurrentlyNZEBcontributesover50%revenueofLouverShade
NZEBintheU.S.isdrivenbygovernmentpolicy
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“Welookedforanewroutetomarketthatwouldgrowovertimetobecomedominantincreatingdemandforourproducts”…
“WegrowourbusinesswithourownmoneywithoutraisingVCfunding.”
—RonRisdon,Co-founderofLouverShade
Policytype Example
Federallevel ExecutiveOrder13693
Statelevel California(2030Challenge)Oregon(SB79)Massachusetts(SB1587,pending)NorthCarolina(NCS474,pending)
Learning:Targetnewandrisingsegment
7
RedOceanorBlueLake?
HowdidLouverShadepenetrateintotheNZEBsegment?
Differentiationbytechnologyintegration
ApproachtoNZEBviastrategicpartnerships
8
Differentiationbytechnologyintegration—maximizedenergysaving
ThemostimportanttechnologyintegrationbyLouverShadeistoaddHalcyon’ssolarheatcontrolshades
9
MetalizedPolyethyleneTerephthalate(MPET)
Reductionofglare98%whileuserscanstillseethrough
Solarheatgaincoefficientis0.17
LouverShadeistalkingwithsuppliersofreflectivecoatingforwallsandceiling Reflectivecoatingcanspreaddaylightintodeeperindoorregions
Integrateswithsoftwareandsensorsforproductcontrol Adjustlouversandrollersaccordingtosunlightangle,windoworientation,anddataabouttimeanddate
Compatibletobuildingautomationsystems
Differentiationbytechnologyintegration—smartcontrol
10
Learning:Scoutfortechnologies
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Targetnewandrisingmarketdoesn’tguaranteesuccess
Needfurtherdifferentiation
Technologyscoutingandintegration
HowdidLouverShadepenetrateintotheNZEBsegment?
Differentiationbytechnologyintegration
ApproachtoNZEBviastrategicpartnerships
12
ApproachtoNZEBviastrategicpartnershipswithindustrialassociations
*88,000membersincommunityofarchitectsandbuildingproductmakers
BenefittoLouverShade:
*Holdlunchandlearnsforarchitectcontinuouseducationcredits
*DeveloperoftheNetZeroEnergyBuildingCertification
BenefittoLouverShade:
*AccesstoNZEBprojects,advertising,andeventparticipation
13
Learning:Approachtargetmarketbypartnership
14
Takeaways
15
Targetnewandrisingsegment
Scoutfortechnologies
Approachmarketviapartnership
LuxResearchInc.100FranklinStreet,8thFloorBoston,MA02110USAPhone:+16175025300Fax:+16175025301www.luxresearchinc.com
Thankyou
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