The situation
Solar Bay brought together solar generation, wind power, battery storage, microgrids, tariffs and environmental certificates across Australia's largest freight precinct.
The proposition was valuable, but prospective customers had to assemble that value for themselves. A tenant deciding on power was being handed an infrastructure description, not a reason to sign.
What I changed
I defined the customer-facing idea behind the infrastructure. The story was reorganised around what businesses received: 100% renewable energy, transparent rates, lower risk, flexible terms and one electricity bill.
The infrastructure remained sophisticated. The decision became simple.
The impact
Solar Bay gained a proposition businesses could quickly understand, evaluate and act on. Power2U, Solar Bay's customer-facing platform, turned energy assets and commercial structures into a clear offer for procuring renewable energy with greater confidence and control, and that work played a real part in getting multimillion-dollar tenant agreements over the line.
A value that tenants could understand was a value that buyers could underwrite. The embedded network went on to sell for $350 million, with the articulated proposition part of what made the asset legible to the market.
More power to you.
"An embedded renewable network integrating behind-the-meter solar generation, wind, battery storage, microgrid control, network tariff optimisation and environmental certificate management, delivered under a multi-party supply structure."
100% renewable energy, transparent rates, lower risk, flexible terms and one electricity bill. More power to you.
"We'd built something genuinely complex, an embedded renewable network across Australia's largest freight precinct, and Chris made it legible to the people who had to buy it. He turned a technical energy offer into a story a tenant could understand in one read. That work played a real part in getting multimillion-dollar agreements over the line."