ABSTRACT

This chapter examines the sales process for a startup business and specifically the unique processes for selling green electricity—through measures such as power purchase agreements, net-metering, and renewable energy credits. It examines positioning of green products and tries to understand more about the issue of greenwashing in order to avoid the risks of misusing environmental claims. The chapter discusses four business models that have emerged to support renewable energy generation. These business models include power purchase agreements, net-metering, utility-marketer partnerships, and solar renewable energy certificates. Financing is provided by a separate entity that obtains the income from the electricity sales, and also receives any tax benefits resulting from the solar installation. Development of an effective sales organization (if that is just the entrepreneur himself or a sales staff as the business grows) is a crucial aspect of business growth and ultimately success.