Solutions: Target Market Research and Development
Customer-driven program design is a relatively new approach for utilities, but it is required for success with community solar. The CSVP model process assumes that market research initially drives development of the program offer, and that later it drives customer acquisition and retention. In this section, we provide a process checklist specific to community-solar market research, with emphasis on market segmentation and target marketing. We include definitions and references to relevant resources. Also included: advice on working with marketing experts internally and externally, to get the support you need. CSVP also zeros in on a process-within-the-process for detailing your community-solar program offer. Worksheets and references are included.