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- Aabrekk, S., et al.
(author)
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Deliverable 2.2 Possible market strategies for one stop shops of renovation of single family house. : Report prepared for Nordic Innovation Centre
- 2012
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Reports (other academic/artistic)abstract
- The document describes examples of missions, visions and strategies based on the potentialpiloting models defined in report 3.2. It is based on status of interest amongst thestakeholders, and the information, figures and challenges which were discussed in the reportD 2.1 Stakeholder interests. The different service models will request different missionsdepending on the stakeholder in charge of the model. Also visions and strategies could bedifferent depending on the composition of services (core business) offered within each pilot aswell as the additional services offered by sub suppliers and the network connected to the pilot.In the report D2.1 Stakeholders interests, the following 5 different piloting models aresuggested:Type 1 Joint venture of industry, retailers and contractorsType 2 Joint venture of construction/renovation, industry and architect/engineering companiesType 3 Complementary businesses expand their business into renovationType 4 Joint venture of type house producer, bank and home owner associationType 5 Energy/building consultant, real estate agent and financing institutions, e.g. bankIn this report we have described mission, vision and market strategies for 4 existing orproposed models; The Project Manager by Bolig Enøk, from Norway (type 1), ENRA concept(type 2) and K-Rauta & Rautia (type 3) from Finland, and ProjectLavenergi (type 2) fromDenmark. Cleantech by Dong Energy (type 3) from Denmark is also addressed, but notdescribed in detail. As there is no concrete examples representing two of the models fromD2.1 (types 4 and 5), we have made a theoretical exercise in developing mission, vision andmarket strategies for type 5 model, while type 4 is not handled.It may be concluded that there are commercial actors in different parts of the value chainwhich see an opportunity in developing different approaches of “one stop shops” for energyefficient holistic renovations. The concepts are still in a development phase and differ inrespect to how they are organised (as supply side). We may say that the pilots in the differentcountries also find inspiration from each other through this research project. Due to thecomplexity of a holistic renovation project, it is a prerequisite with good partnerships even inthe development phase. In all identified models there is however one main actor taking thelead and ownership to the business model.Independent of the business model the responsible company needs to make some strategicchoices. The starting point is the SWOT analysis which sums up all major challenges for therespective business model. How the strategies should be developed is described in this report.Although the main target group for this report is companies seeing an interest in developingbusiness models for renovation, we found some important issues identified in the SWOTanalysis which the authorities may influence including lack of interest in the market (need ofmore public attention through holistic campaigns), fragmented solutions (stop subsidisingsingle measures without a holistic plan), serious vs unserious companies (need of certificationsystems to build credibility), cost focus leads to limited renovation (need of subventionschemes for holistic retrofitting including tax deduction measures) and finally lack incompetence within companies (need of support to training and collaboration acrosscompanies).
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