Toolset to improve building's energy efficiency
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Commercialization plan


The deliverable D6.4 Commercialisation Plan summarizes the analysis of the financial feasibility of Enginency and what the best strategy would be to move forward.

The main objective is to explain and define how and at what pace Enginency can be introduced and can be commercialized in the market.


Main points are:
1. Customer & Business Cases Identification Framework
In the commercialisation, it is very important to address two ways of thinking:
a) Inside-out thinking: what can we develop, which solutions do we have? AND
b) Outside-in thinking: what does the customer demand, what is the problem and the need?
Both ways of thinking are incorporated in the Customer & Business Cases Identification Framework (C&BCIF).
This framework enables us to find the best possible Enginency solution for the customers demand. This
optimal solution leads to “a deal” if we have a positive business case & added value for the customer as well
as for Enginency.


2. Distribution strategy
The Enginency Business to Business (B-to-B) distribution strategy is divided into two channels:
a) Direct to end customers (e.g. educational buildings, hospitals and housing corporations)
b) Indirect via ESCO’s/EEC’s and indirect to contractors/HVAC.
Both channels are important for the Enginency commercialisation.


3. Market potential
The market potential for the ENGINENCY products, tools and services is examined for residential buildings,
health care buildings and educational buildings. For this analysis, an investigation was made of the energy
performance of building types per construction year to calculate the associated square meters [m2]. It is
concluded that the market potential in the Netherlands, Germany and Spain for residential buildings is 2
billion m2, for health care buildings 300 million m2 and for educational buildings 250 million m2.


4. Commercialisation plan
For the commercialisation plan we follow the 5 stages of the sales funnel, which refers to the buying process
that companies lead customers through when purchasing products or services. The sales funnel is divided
into 5 phases:

a) Awareness phase – in which prospects become aware of the existence of a solution, show interest and
start searching.
b) Consideration/Preference phase – in which prospects demonstrate interest in a product by conducting
product research and in which prospects evaluate competitors’ solutions.
c) Purchase phase – in which goods or services are purchased (after negotiation).
d) Post Purchase phase – in which a customer uses the product and gets support (questions, training etc.)
e) Advocacy phase – in which a customer is satisfied about the product/services and want to share this for


In all these phases touch points will be used to seduce the prospects and current accounts to buy Enginency.
One of the most potential touch point is the interactive quick-scan and acquisition tool ‘Your Enginency
solution tool’ - the tool to help the customers in an easy and quick way. They can use this tool to see in two
minutes what Enginency can offer them. This is of course also a way to collect data from the customers e.g.
email address or telephone to contact them afterwards. And can be used as the starting point for the salesconversation.


The result is:
1. Enginency as a company
Enginency can be a financial healthy joint venture, participating in the European market for building energy
efficient products and services in which the annual growth is forecasted at 8.4%. The joint venture Enginency
will have positive financial results after two years of market introduction, calculated with the EU grant and
investments of the consortium partners.

2. Business Case project UNIR for Enginency.
The business case for the demonstration case UNIR is positive and will have a return on investments in 5
years of 14% for Enginency.

3. Business Case Customer UNIR.
The customer UNIR has their own positive business case 2 or 3 years after implementation of Enginency
solution for their buildings. In year 5 they will achieve a saving of 40% of their energy bill.

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