Four challenges to Energy Management (source: McKinsey report)
--- Large upfront investments to achieve savings that accrue later
--- Low mindshare
--- Opportunities fragmented across billions of devices in more than 100 million locations
--- Hard to measure efficiency

Web traffic to 4Home.com

Data from compete – 4Home has seen recent spike in traffic
4Home can increase traffic volume through partnerships

Partnership example - Leverage traffic from partner websites (PG&E)
Traffic statistics for pge.com
Unique visitors (estimated cookies) 1.5M
Unique visitors (users) 580K
Page views 21M
Total visits 2.1M
Avg visits per visitor 3.7
Avg time on site 7:30
Source: Data from DoubleClick AdPlanner by Google
--- pge.com generates 1000x number of visits compared to 4Home.com
--- PG&E accepts advertising on its website
--- 4Home could consider advertising on partner websites to increase brand awareness and acquire customers


Data from Google Insights
Google Insights search on the following terms highlighted on 4Home.com
Home security, home control, home monitoring, home health, home media


Key takeaway: Customer interest in health and security seem to be high compared to other areas

Survey on MP4 video camcorders

Conducted a survey on mp4 video camcorders.

Question_Number	Question
Q1	What is your primary occupation?
Q2	What is your age?
Q3	What is your gender?
Q4	How much do you spend on new electronics in a year?
Q5	Where do you shop for electronics in general? -Online retail websites (Amazon, Walmart etc)
	-Specialty electronic websites (Frys.com, onecall.com, buy.com)
	-In store (Target, Wal-Mart, Costco, etc)
	-Directly from company (Sony, Canon, HP, Apple etc.)
Q6	What is the average length of videos you shoot?
Q7	Please indicate how much you agree with the following statements - I prefer to have a high end digital camcorder
	- I prefer to have a pocket digital camcorder
	- I prefer to edit the videos before sharing them with others
	- I prefer to share photos and videos over email
	- I prefer to share photos and videos to sharing websites
Q9	Where do you learn about new electronic products? Check all that apply.-Websites
	Check all that apply.-Magazines
	Check all that apply.-Store visits
	Check all that apply.-Word of mouth
	Check all that apply.-TV/radio advertising
Q10	Are you aware of the MP4 category of camcorders?
Q11	What/Who influences your purchase decisions regarding video cameras? - Referral from friend or family
	- Price
	- Brand
	- Product look and feel
	- External memory vs internal memory
	- Zoom
	- Resolution
	- Store employees's recommendations
Q13	How much time do you spend on social networking websites in a week?
Q14	Do you share videos via email or social networking websites?
Q15	How long does it take for you to currently transfer videos from your camera to these websites?
Q16	What is the highest level of education you have completed?
Q17	What is your marital status?
Q18	What is your combined annual household income?

Then, performed a 3, 4 and 5 cluster segmentation to determine potential target segment for such a product.

3-Cluster Results:

Segment 1: 11 people; spends more on electronics (~$750); take longer videos; agree that they prefer to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand not important; Spend a lot of time on social networking; Do not share videos on social networking; Take lot of time to transfer videos. NO

Segment 2: 21 people; spends very less on electronics (~$200); take very short videos; prefer not to edit videos; agree on email sharing; agree on website sharing; Price is very important; Brand reasonably important; Average time on social networking; share videos on social networking; Less time to transfer videos. MAYBE

Segment 3: 12 people; spends on electronics (~$500); take average length videos; agree that they prefer to edit videos; disagree on email sharing; most agree on website sharing; Price not very important; Brand very important; Spend less time on social networking; share videos on social networking; Take very less time to transfer videos. YES

4-Cluster Results:

Segment 1: 9 people; spends on electronics (~$500); take longer videos; agree that they prefer to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand not important; Spend a lot of time on social networking; Do not share videos on social networking; Take lot of time to transfer videos. NO

Segment 2: 15 people; spends less on electronics (~$200); take very short videos; prefer not to edit videos; agree on email sharing; agree on website sharing; Price very important; Brand reasonably important; Spend a lot of time on social networking; share videos on social networking; Less time to transfer videos.. YES

Segment 3: 8 people; spends on electronics (~$500+); take longer videos; agree that they prefer to edit videos; disagree on email sharing; strongly agree on website sharing; Price important; Brand important; Spend a lot of time on social networking; Share videos on social networking; Take average time to transfer videos.. MAYBE

Segment 4: 12 people; spends on electronics (~$300); take longer videos; prefer not to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand very important; Spend very less time on social networking; share videos on social networking; very less time to transfer videos.. NO

5-Cluster Results:

Segment 1: 5 people; spends less on electronics (~$200); take very short videos; agree that they prefer to edit videos; agree on email sharing; strongly disagree on website sharing; Price not important; Brand important; Spend very less time on social networking; Do not share videos on social networking; Take less time to transfer videos. NO

Segment 2: 4 people; spends lot on electronics (~$750); take long videos; agree that they prefer to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand not important; Spend a lot of time on social networking; average sharing of videos on social networking; Very long time to transfer videos.. NO

Segment 3: 10 people; spends on electronics ($300+); take long videos; agree that they prefer to edit videos; agree on email sharing; agree on website sharing; Price important; Brand not at all important; Spend a lot of time on social networking; average sharing of videos on social networking; Take less time to transfer videos.. NO

Segment 4: 14 people; spends less on electronics (~$200); very short videos; prefer not to edit videos; strongly agree on email sharing; agree on website sharing; Price very important; Brand important; Spend time on social networking; average sharing of videos on social networking; less time to transfer videos. YES

Segment 5: 11 people; spends on electronics (~$500); take longer videos; prefer to edit videos; strongly disagree on email sharing; agree on website sharing; Price important; Brand very important; Spend very less time on social networking; do not share videos on social networking; very less time to transfer videos. MAYBE

Result: Choose 4-cluster Segment 2

Who are they

Segment 2: 15 out of 44 respondents (34%)

40% student; 53% working professional

87% aged 21-30, 13% aged 31-40

73% male; 27% female

4-yr degree 67%

73% single; 27% married

Under $50,000 – 41%;

$50,000 - $100,000 – 40%;

$100,000+ - 20%

What do they want?

Shop at Online retail (Amazon, Walmart etc.); In store (Target, Walmart, Costco etc.); Shop directly at company websites; Desired Camcorder features -> Not high end; Prefer pocket; Learn about new electronic product from websites, word of mouth and store visits (not as much from magazines and TV ads); Relatively unaware of MP4 camcorders;
Purchase behavior -> Referral from friend or family; Product look and feel is important; Memory, zoom and resolution not as important; Value store employee recommendations

4-Cluster
Segment 1	Size: 9	9 out of 44 respondents (20%) 56% student; 44% working professional 78% aged 21-30, 22% aged 31-40 67% male; 33% female 4-yr degree 56% 56% single; 44% married Under $50,000 – 11%; $50,000 - $100,000 – 33%; $100,000+ - 55%	spends on electronics (~$500); take longer videos; agree that they prefer to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand not important; Spend a lot of time on social networking; Do not share videos on social networking; Take lot of time to transfer videos. NO Shop at Online retail (Amazon, Walmart etc.); Specialty electronic websites (Frys.com, onecall.com, buy.com); Shop directly at company websites; Desired Camcorder features -> high end; Fine with pocket as well; Learn about new electronic product from websites, word of mouth and store visits (not as much from magazines and TV ads) Relatively unaware of MP4 camcorders Purchase behavior -> Memory, zoom and resolution very important;
Segment 2	Size: 15	15 out of 44 respondents (34%) 40% student; 53% working professional 87% aged 21-30, 13% aged 31-40 73% male; 27% female 4-yr degree 67% 73% single; 27% married Under $50,000 – 41%; $50,000 - $100,000 – 40%; $100,000+ - 20%	spends less on electronics (~$200); take very short videos; prefer not to edit videos; agree on email sharing; agree on website sharing; Price very important; Brand reasonably important; Spend a lot of time on social networking; share videos on social networking; Less time to transfer videos.. YES Shop at Online retail (Amazon, Walmart etc.); In store (Target, Walmart, Costco etc.); Shop directly at company websites; Desired Camcorder features -> Not high end; Prefer pocket; Learn about new electronic product from websites, word of mouth and store visits (not as much from magazines and TV ads) Relatively unaware of MP4 camcorders Purchase behavior -> Referral from friend or family; Product look and feel is important; Memory, zoom and resolution not as important; Value store employee recommendations
Segment 3	Size: 8	8 out of 44 respondents (18%) 75% student; 25% working professional 87% aged 21-30, 13% aged 31-40 100% male; 0% female 4-yr degree 25% 63% single; 38% married Under $50,000 – 25%; $50,000 - $100,000 – 38%; $100,000+ - 38%	spends on electronics (~$500+); take longer videos; agree that they prefer to edit videos; disagree on email sharing; strongly agree on website sharing; Price important; Brand important; Spend a lot of time on social networking; Share videos on social networking; Take average time to transfer videos.. MAYBE Shop at Online retail (Amazon, Walmart etc.); Specialty electronic websites (Frys.com, onecall.com, buy.com); Shop directly at company websites; Desired Camcorder features -> high end or pocket; Learn about new electronic product from websites, word of mouth and magazines (not as much from store visits and TV ads) Relatively aware of MP4 camcorders Purchase behavior -> zoom and resolution are important;
Segment 4	Size: 12	12 out of 44 respondents (27%) 58% student; 42% working professional 67% aged 21-30, 33% aged 31-40 75% male; 25% female 4-yr degree 58% 50% single; 50% married Under $50,000 – 17%; $50,000 - $100,000 – 32%; $100,000+ - 49%	spends on electronics (~$300); take longer videos; prefer not to edit videos; agree on email sharing; disagree on website sharing; Price not important; Brand very important; Spend very less time on social networking; share videos on social networking; very less time to transfer videos.. NO Shop at Online retail (Amazon, Walmart etc.); In store (Target, Walmart, Costco etc.); Desired Camcorder features -> high end; No pocket; Learn about new electronic product from websites, word of mouth and store visits (not as much from magazines and TV ads) Relatively unaware of MP4 camcorders Purchase behavior -> Product look and feel and Memory are important; Reasonably value store employee recommendations