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MARKET BARRIERS & OPPORTUNITIES BARRIERS TO AWARENESS Relating to product awareness among market actors and end customers BARRIER INTERVENTION STRATEGY EXPECTED OUTCOME OEM STAGE GATE LACK OF AWARENESS FROM SUPPLY CHAIN (i.e., supply chain is unfamiliar with technology resulting in low or no stocking and inexperienced installer network) PRE-COMMERCIALIZED Conduct supply chain audience research to understand perceptions and barriers Educate supply chain on business case Host educational technology workshops with working units Educate trades on commercialized and pre-commercialized GHP products Explore sponsor paths to increase support through efficiency program funding via education and outreach, pilot and program delivery COMMERCIALIZED Developers have resources (e.g., staff and budget) to continue advancing products 0-6 0 = 1 = 2 = 3 = 4 = 5 = Discovery Scoping Build business case Development Testing and validation Launch COMMERCIALIZED Conduct pre-launch roundtables with supply chain Develop research-based marketing and education tools that use consistent, effective messaging throughout supply chain and the energy/utility community Provide training and sales support and tools, including providing installers with educational resources and lead generation opportunities Host technology workshops to align industry on best practices and insights Support distributors with display units, home shows and open houses Develop cooperative marketing opportunities across supply chain to cost-effectively maximize reach Offer stocking incentives and negotiate stocking commitments with distributors COMMERCIALIZED Developers/ manufacturers offer installation training Developers/manufacturers offer cooperative marketing opportunities using unified messaging Gas heat pumps are stocked and readily available LDCs offer financial incentive programs LACK OF CONSUMER AWARENESS, DEMAND (i.e., consumers are unfamiliar with gas heat pump technology and rely on supply chain to inform them of options) PRE-COMMERCIALIZED Assess existing product messaging landscape Conduct product-naming and positioning research with consumers Develop recommendation report for optimal product name and messaging for use across the market/industry Implement product messaging across industry and supply chain PRE-COMMERCIALIZED GHP industry determines go-forward approach to product naming and messaging Product name and messaging resonates with consumers and increases adoption 4-6 4 = Testing and validation 5 = Launch 6 = Evaluate and refine Presented by: Brio and GTI 28PDF Image | GAS HEAT PUMP TECHNOLOGY AND MARKET ROADMAP
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