INCREASING THE DANISH HEAT PUMP MARKET

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1 SUGGESTING PRODUCT/SERVICE-SYSTEMS FOR INCREASING THE DANISH HEAT PUMP MARKET A Guide for the Danish Heat Pump Industry July

2 SUGGESTING PRODUCT/SERVICE-SYSTEMS FOR INCREASING THE DANISH HEAT PUMP MARKET A guide for the Danish heat pump industry Authors Mette Maagensen, mettemaagensen@gmail.com Kia Handler Krøjgaard, kia.kroejgaard@gmail.com MSc. Eng. - Design & Innovation Technical University of Denmark July 2013 This guide is a part of the master thesis project Conceptualisation of a Product/Service-System to Increase the Use of Heat Pumps in Danish Households. A special thanks to the project supervisors: Anja Maier, Associate Professor DTU MAN Tim McAloone, Professor, DTU MEK Acknowledgements Morten Lunde, Danish Technological Institute Richard Schalburg, Danish Energy Association Niels Pedersen, Bosch Henrik Bjerregaard, Danfoss Troels Hartung, Danish Energy Agency 4 Introduction 6 Market Potential 8 The s 10 Key Challenge 11 3 PSS Concepts 12 Easy Heat 14 Heat Service 16 Near Heat 18 Implementation of Heat Service 20 What Does it Take? 21 Key Considerations 22 Value Proposition 24 Price Model Details A Brochure for Heat Service Making the Green Way the Easy Way References Danish Energy Association (DE), Undersøgelse af potentielle købere af varmepumper Danish Energy Association (DE), Det Intelligente Elsystem - Smart Grid i Danmark Danish Energy Agency (ENS), Varmepumper i Helaarshuse Danish Government, Vores Energi Danish Technological Institute (TI), Cost calculations: ( ) Front Page Picture ( ) 2 3

3 Introduction HEAT PUMP BENEFITS Heat pumps provide three main benefits from an environmental perspective and these may benefit you as well. SECURE YOUR BUSINESS & A SUSTAINABLE FUTURE Sustainability is in the high seat in a time of global changes where use of non-renewable energy sources must be reduced in order to secure a sustainable future. Renewable energy sources are becoming high demand and water based heat pumps provide one of them. HIGH ENERGY EFFICIENCY RENEWABLE ENERGY SOURCES The high energy efficiency, over 300% provides a low energy cost in electricity supply. With the proper care it is possible to obtain and maintain the highest product efficiency keeping the production cost at its lowest. Heat pumps can utilize 2/3 solar energy via the ground or air temperature. The remaining 1/3 electricity can be supplied by renewable energy as well, if the electricity is produced e.g. win production. Here is a great opportunity to create a green company profile. The Danish heat market is perfectly set to increase the sales of heat pumps Danish household owners have received a restriction on installation of oil-boilers in new houses from 2013 and in existing houses from 2016, and there are around 180,000 household owners with oil-boilers to sell heat pumps to. Many of these customers do not find the current sales model for heat pumps very attractive due to high startup cost, insecurity towards savings, and extensive purchase process, which makes for great opportunities to change the sales approach. Furthermore a new reduction of tax on electricity for household heating makes the heat pumps even more financially attractive. ENERGY STORAGE Heat pumps provide energy storage in the sanitary household hot water tank. It allows for a running cycle, which can be planned according to low electricity prices. Flexible monitoring of the heat pump can decrease the electricity prices. Heat pumps carry potential for your business to secure a recurring revenue through service, keep reading to find out how! 4 5

4 MARKET POTENTIAL Economic Potential Only 5-7,000 heat pumps are sold in Denmark every year, but we need three times as many, to ensure a sustainable future. Danish Energy Association estimates a need of 300,000 heat pumps in 2025 (DE, 2010). With around 30,000 heat pumps currently installed that s 22,500 heat pumps sold per year starting now. With an average customer price of 130,000 this corresponds to a yearly revenue of 2,8 billion. Around 180,000 oil-boilers within Danish households need replacement over the following years. Furthermore 400,000 gas-boiler owners carry potential to replace their boiler with a heat pump in order for Denmark to be fossil free by 2050 (Danish Government, 2011). It is suggested that the oil-boiler owners are the main target customers and gas-boiler owners secondary. EXAMPLE 580,620 Estimated revenue 400, , ,300 Oil-boiler Product lifetime of 20 years Yearly household heat consumption of 20,000 kwh Company prices are 50% of customer price Heat pump (geothermal) Potential savings 195,020 Heat pump (geothermal) PSS Company PSS company Potential profit 396,320 Energy Service Product Loan interest Heat pumps have a much lower energy cost than oil-boilers, this provide savings Due to the high energy efficiency of heat pumps, they generate large savings compared to oil-boilers during the product lifetime. To the right is exemplified how much savings potential it would generate for a household owner (customer) to choose a heat pump over an oil-boiler and how much potential profit there is for the company based on the only product investment, energy, and service. Business administration cost, salaries etc. must be financed by the revenue. It is estimated that a total lifetime cost for the customer of 400,000 will be profitable for both the business and the customer, however this is up to you. Product incl installation Lifetime energy supply Lifetime service Interest 7% PA loan on 90,000 over 5 years OIL-BOILER CUSTOMER 45, ,620 44,000 - HEAT PUMP CUSTOMER 135, ,600 44,000 17,000 HEAT PUMP PSS COMPANY 67,500 94,800 22,000 - TOTAL LIFETIME COST 580, , ,300 SAVINGS REL. TO OIL-BOILER - 195, ,320 Electricity price: 1.55 /kwh (including tax reduction) Oil price: 11.6 /L COP: 3.27 (geothermal heat pump) Oil-boiler efficiency: 96% (new condensing) Oil energy conversion: 10 kwh/l Data: Danish Technological Institute 6 7

5 The s DANISH HOUSEHOLD OWNERS surveys involving 1,000 Danish household owners with oil-boilers (DE, 2010) and 400 Danish heat pump owners (ENS, 2010) point out that Danish household owners are not fully convinced of the extra value that they pay for via the higher product investment related to heat pumps. CUSTOMER ACTIVITIES The traditional sales model for heat pumps in Denmark is through a product-sales business model from manufacturer to distributor to a smaller retailer, often the plumber, from who it is purchased by the customer. The customer has many contact points to the market and responsibility of a high variety of activities, which do not involve common knowledge and thus requires the customer to engage in information search. THREE MAIN CUSTOMER BARRIERS AND HOW TO BREAK THEM DOWN Pre Usage is interested in purchasing a heat pump Information search Produce heat pump Educate plumbers High Start-up Cost The high start-up cost of investing in a heat pump is a high barrier for customers as market alternatives are cheaper and the return on investment is perceived to be insecure. s point towards a lower start-up cost in order to make heat pumps more attractive. Consult / offer proposition to customer Provide capital Dimension heat pump Obtain capital Purchase heat pump Stock / retail heat pumps and spare parts Retail heat pump Lack of Trust s state that they receive diverging heat pump propositions, which generates a lack of trust towards the heat pump solution and sources of information. The plumbers currently provide retail and proposition calculations of heat pumps. Analysis of the heat pump system points towards a lack of motivation for securing the heat pump performance and the potential savings from stakeholders besides the customer. It is suggested to offer guidance or share the performance dependency in order to generate trust and business profit. Extensive Purchase Process Due to the lack of trust and high start-up cost, the customer often engage heavily in finding information to validate the choice of heat pump. Many of the customer work tasks are related to knowledge and arranging activities, which could easily be taken over by a company at a low cost in order to relieve the customer workload. During Usage Post Usage Install heat pump Perform service check on heat pump Perform reparations on heat pump Remove heat pump Ensure yearly service check Maintain heat pump Apply for permission to build Arrange heat pump installation Apply for subsidies Arrange disposal Supply heat pump with electricity Consume heat Monitor heat pump Grant permission Subsidy arrangements Supply power Dispose heat pump Pay product disposal fee 8 9

6 Key Challenge SECURE PERFORMANCE Increase customer trust Increase market value Increase eco-potential Heat pumps are technological products, which are sensitive to outside impacts. The heat pump performance efficiency is easily influenced by human handling and near environment changes. A key challenge when dealing with heat pumps is to secure the heat pump performance in order to increase the customer comfort, decrease the production cost, and increase the environmental benefits. IN ORDER TO SECURE THE HEAT PUMP PERFORMANCE, THREE CENTRAL ACTIVITIES APPLY It is essential that the heat pump is carefully dimensioned to match the household context and consumption by an energy consultant specialised in heat pumps The heat pump must be installed correctly taking the near environment into account. A competent and reliable plumber, who is certified within the specific heat pump brand is needed. During usage, the heat pump performance should be monitored and continuously adjusted according to the household heat consumption. For this you need an online monitoring software and a heat pump service specialist, who can detect heat pump performance instabilities. 3 PSS CONCEPTS Three product-service/systems (PSS) are presented in this folder; Easy Heat, Heat Service, and Near Heat. They each display different approaches to increase the customer product experience, ensure recurring revenue for the business, and to increase environmental benefits of heat pumps. Easy Heat Product-oriented PSS Consult, arrange, and service a green heat production Near Heat Supply households with green heat from local production Heat Service Handle the green heat production within the household Result-oriented PSS Use-oriented PSS 10 11

7 EASY HEAT Provide an attractive customer start-up price Ease the purchase process for the customer Add service to increase revenue How it works Easy Heat provides financial aid, consultancy, arrangement of installation, and service of the heat pump. The customer pays a start-up cost and repays the loan for the remaining investment through a fixed monthly instalment payment. Easy Heat consults and guides the customer in the acquisition process, to increase the customer experience and relieve workload. The customer has the responsibility of confirming the choice of heat pump since he/she will gain full ownership. The electricity bill remains between the customer and respective power retailer. Power retailer Municipality Apply for permission Manufacturer Company profile Access to retail price heat pumps Specialised knowledge within heat pump technology Good plumber relationship Benefit Low risk of investment Sustainable business profile Price model example Distributor? Manufacturer? Risk profile Traditional ownership mind-set Needs professional guidance during heat pump acquisition Needs a reliable service deal for the heat pump influence the heat pump performance A customer start-up price of 50,000 ensures a short payback time on investment. The electricity cost is not included in the customer price on this model as it is paid to the respective power retailer. This lowers the lifetime potential profit for the business. Easy Heat Plumber Product education Start-up cost 50,000 Return on product investment: 1.2 years Lifetime profit potential: 115,750 confirmation 1. Gain customer contact 2. Consult and advise customer household on energy savings 3. Dimension heat pump and calculate customer offer 4. Receive start-up payment 5. Arrange installation and heat pump set up 6. Invoice customers for instalment payments and service fee 7. Provide yearly service check and service aid when needed 1 Data table page lifetime payments of 400,000 (revenue model page 7) 9 20 Reference: Oil-boiler average price price Company cost Years 12 13

8 HEAT SERVICE Provide direct customer entry Sell heat as a service Ensure continuous revenue and customer lock-in Company profile Power retailer? Access to electricity retail channels Access to retail price heat pumps Energy consultant competences Good plumber relationship profile Values comfort and low effort Comfortable with a stable monthly heat rate Non-technical Values flexibility How it works Heat Service provides a customer solution where everything related to the heat pump and heat production is taken care without start-up cost. Heat Service dimensions the heat pump, installs it within the customer household and maintain ownership and service responsibility. The customers pay a fixed monthly price for heat in relation to an estimated average consumption. Heat service generate revenue through heat sales and is therefore directly dependent on the product performance. Apply for permission Municipality Benefit Increase revenue over time Strong customer relationships Sustainable business profile Price model example Risk Product investment Performance dependent All customer payments are collected into one monthly heat bill. The price is higher the first 5 years and then decreases in order to secure a short payback time on investment for the business. Product knowledge Heat Service Product education Manufacturer Return on product investment: 4 years Lifetime profit potential: 215,700 confirmation Plumber Power retailer 1. Gain customer contact 2. Calculate energy consumption and financial arrangement 3. Dimension, install and set up heat pump 4. Receive monthly heat payment 5. Monitor the heat pump as needed 6. Invoice customers for heat consumption Direct entry 0, Data table page lifetime payments of 400,000 (revenue model page 7) Reference: Oil-boiler average price price Company cost Years 14 15

9 NEAR HEAT Create continuous revenue Gain full control and increase technology trust Create the green alternative to district heat Power retailer? Manufacturer of industrial heat pumps? Company profile Specialised knowledge on larger heat pumps Access to power supply profile Values comfort and low effort Comfortable with a stable monthly heat rate Non-technical Values stability How it works Near Heat provides a local heat pump facility where heat is produced and distributed to a collection of houses in the near local area. The customer is provided with a full service solution where they purchase heat distributed via hot water to the household. Near heat handles the pre-usage tasks and create the needed infrastructure from heat pump area to house heating system. The customers pay a start-up cost to cover the infrastructure construction. Secondly they pay a fixed price according to their heat consumptions, in order to save money from day one. Community Service + Installation Near Heat Municipality Manufacturer Product education Benefit Recurring revenue Collected heat production Sustainable business profile Price model example Risk Larger product investment Relatively new area for technology Performance dependent Dependent on local customers Extra production cost are connected to Near Heat due to construction of infrastructure and heat loss during distribution. 50% is added to the product and energy cost. The high production cost increases the payback time on investment. Return on product investment: 6.3 years Lifetime profit potential: 134,550 Power retailer Plumber Start-up cost 30,000 Reference: Oil-boiler average price Community Confirmation 1. Gain community contact and interest 2. Calculate energy consumption and financial arrangement 3. Dimension, setup heat pumps, and create heat infrastructure 3. Receive start-up payment. 4. Monitor the heat pump as needed. 5. Invoice customers for heat consumption. price Company cost 5 20 Years Data table page lifetime payments of 400,000 (revenue model page 7) 16 17

10 IMPLEMENTATION OF HEAT SERVICE Example Similar business cases Product propositions engagement Market experience DETAILING BUSINESS MODEL BUSINESS MODEL CANVAS Key Partners Key Activities Value proposition relationships segments Key Resources Channels Cost Structure Revenue Streams Identify market potential Identify and describe target customers (segmentation) Identify market opportunities and restrictions Clarify company competences Identify potential partners Specify product qualities Describe software functionality Detail business model budget Partners Investors feedback INITIATING BUSINESS Establish partnerships Develop monitor software (beta) Develop marketing material Specify legal complications Specify customer relationship in a sequence model Gather experiences through a pilot project ADJUST AND IMPROVE BUSINESS 18 19

11 What Does it Take? HEAT SERVICE Key Activities Key Partners Key Resources Providing energy consultancy, dimensioning, monitoring, and installing heat pumps optimally, as well as ensuring a reliable and professional customer relationship are key activities for Heat Service. To ensure energy consultants have expert knowledge, a key activity is to stay up to date on the technology and educate plumbers and energy consultants continuously. Heat Service gather the stakeholders and create the key partnerships that will enable the full service solution. Key partners include competent plumbers and reliable manufacturers to ensure high product knowledge is closely connected to the company and strengthen the value proposition. Competences Energy consultancy, house envelope calculations Dimensioning of heat pumps Installation and setup of heat pumps Online monitoring and heat pump failure prevention Electricity trade and distribution Business administration Products Software: Online monitoring and CRM system Heat pumps and spare parts Electricity supply Hour-based electricity meters (flexible power trade) Key Considerations The Resident Law of Fixtures Electricity Retail Flexible power trade Binding Period House Envelope Improvements Business Budget Modelling There are challenges connected to the Resident Law regarding property ownership of fixtures (Tinglysingsloven 38). For Heat Service to workout, it must be legal to install a heat pump in the customer household while maintaining the ownership. There may be a way to avoid this law, by binding the economic value to an electricity meter and not the product as they do in the UK (Green Deal) There can only be one electricity retailer per household, meaning that Heat Service should provide the full electricity consumption for the customer or partner up with the current power retailer. This provide good opportunity to engage in flexible power trade and obtain lower electricity prices A Power retailer can maximum bind electricity customers for six months, then they are free to select another retailer. Therefore the heat supply should not be bound to the electricity supply Many of the oil-boiler fired houses will probably need house envelope improvements in order to be suitable for a heat pump. The energy consultant should estimate renovations and energy savings, however the customer is responsible for the actual renovations. This will add cost to the implementation of a heat pump and thus a 0,- acquisition can be an attractive option for many of these household owners. It is important to notice that the business costs examples in this guide, is limited to product, energy, and service cost, and does not include back-end costs such as business administration, software development, online monitoring etc. It is therefore advised to make a business budget model with details related to your specific company and economy

12 Value Proposition Related Activities A sequence model below displays the central customer related activities through the product lifetime. After end of life, or when it is most profitable in relation to the heat pump performance, the compressor. HEAT SERVICE Heat Service is very dependent on a good customer relationship in order to secure a recurring revenue after the product is paid off, which is when a customer will generate the highest profit. It is important to display the service value for the customer, who should be able to see a clear advantage of selecting Heat Service instead of purchasing the heat pump themselves. Segments Heat Service targets customers have the potential to save money on changing their oil-boiler with a heat pump. But they are non-technical who appreciates a comfortable heated house and a green environment, without the insecure investment and high effort involvement. Relationship Channels The target customers are online and this is the most potential place to reach them, besides your current power retail customer (if you are a power retailer). It is essential to provide reliable information, for example via an online calculation tool for an initial customer price proposition. Suggest a free household consultation for the target customers, e.g. household owners with oil-boiler and a consumption above 15,000 kwh/year, or what you estimate is profitable for your business. To enhance trust between company and customer, the contact surface should be personal. This counts the energy consultants and plumbers, who should be connected to specific customers as far as possible. Furthermore an online platform should allow customers to engage in their own heat consumption, household temperature, and heat bills to create transparency. It should also be possible for the customers to adjust their personal heat preferences, for instance cooler during the night, in order to increase the comfort and optimise the heat pump performance. It should be possible to get in contact with their personal energy consultant through this platform. acceptance The first year is recommended as test-year of the heat pump performance and household heat consumption Recalculate customer prices Potential PRE-USAGE USAGE POST-USAGE 1. Estimate heat consumption based on required data 2. Calculate price offer for the customer based on heat pump type and expected consumption 3. Calculate preliminary price offer for the customer based on heat pump type and expected consumption 4. Apply for permission to build (Municipality) 5. Arrange installation 6. Setup heat pump for run and online monitoring 7. Monitor heat pump production and performance 8. Send invoices for heat consumption 9. Arrange yearly service check 10. Ensure a high heat pump efficiency through preventive management and adjustment of settings 11. Replace the heat pump compressor and pump 22 23

13 Price Model Details PSS COMPANY ECONOMY PSS Company - general Product Investment Energy cost per year Service cost per year Recurring yearly company cost Total lifetime company cost Easy Heat - PSS Company Product Investment incl installation Potential yearly profit first 8 years per customer 17,500 15,006 Potential yearly profit after 8 years 1,100 Payback time on product investment 1,2 years Lifetime profit potential The electricity bill is between the customer and respective power retailer and thus not included in the revenue for Easy Heat Heat Service - PSS Company 115,750 per customer Product Investment incl. installation 67,500 Potential yearly profit first 5 years Potential yearly profit after 5 years Potential yearly profit after 10 years Payback time on product investment 16,660 14,660 12, years Lifetime profit potential 215,700 Near Heat - PSS Company per customer Product Investment incl. installation 71,250 Potential yearly profit Payback time on product investment Lifetime profit potential per customer 67,500 4,740 1,100 5, ,300 10,290 6,3 years 134,550 Extra production cost are connected to Near Heat due to construction of infrastructure, higher outlet temperature needed, and heat loss during distribution. 50% is added to the product and energy cost. CUSTOMER ECONOMY Reference oil-boiler - per household Product investment incl installation 45,000 Energy cost per year 24,581 Service cost per year 2,200 Average yearly cost - 50,000 (ref Easy Heat) 26,531 Average yearly cost all incl. (ref Heat Service) 29,031 Average yearly cost - 30,000 (ref Near Heat) 27,531 Easy Heat - per household Start-up cost 50,000 Product Investment incl installation 135,000 Payback time 8 years Yearly installment payment 13,906 Yearly service 2,200 Yearly electricity cost 9,480 Compared to new oil-boiler average cost 26,531 /year Savings per year (first 8 years) 945 Savings per year (after 8 years) 14,851 Lifetime savings 185,772 Heat Service - per household Start-up cost 0,- Heat cost year ,500 Heat cost year ,500 Heat cost year ,500 Compared to oil-boiler average cost 29,031 Savings per year (first 5 years) 6,531 Savings per year (after 5 years) 8,531 Savings per year (after 10 years) 10,531 Lifetime savings 180,620 Near Heat - per household Start-up costs 30,000 Heat cost per year 18,500 Compared to new oil-boiler average cost 27,531 Savings per year 9,031 Lifetime savings 180,

14 SUGGESTING PRODUCT/SERVICE-SYSTEMS FOR INCREASING THE DANISH HEAT PUMP MARKET HEAT SERVICE A Guide for the Danish Heat Pump Industry July 2013 MAKING THE GREEN WAY First mover? Start today by adapting the suggestions of this guide to a green and sustainable business model THE EASY WAY If you want to wait for experiences, keep an eye on a new pilot project initiative by Danish Energy Agency, similar to the concept of Heat Service: Purchasing a heat pump is a large investment, which can be difficult to raise money for. With this solution a company takes on both the risk, expense, and hassle, and the customer receives a fixed price of heating to relate to 1 says Nicolai Kipp from Insero heading the project. HEAT SERVICE A full service heat pump solution 1 Translated from Danish ( ): A customer guide for Heat Service July

15 WHY HEAT SERVICE? If you want a direct entry to a green heat solution with low effort and low responsibility, Heat Service is the choice for you. For 0,- start-up cost we provide savings on the heat bill from day 1 after installation. Let us handle the green heat production, both household heating and sanitary hot water supply. You just enjoy the hot water and pay a stable monthly heat rate, which is guaranteed to be lower than your monthly heat bill today* We take care of product investment and installation We secure product performance and your comfort We ensure a sustainable heat solution No waiting time for return on investment The Economy Estimated prices based on data from: Danish Technological Institute The start-up price for a new heat pump is around 135,000 including installation for a household consumption of 20,000 kwh/year, if you do it yourself (DIY). In comparison, a new oil-boiler would cost around 45,000. However during usage, the electricity supply for the heat pump costs under 1/2 of what it will cost to supply the oil-boiler with oil, and hereby the extra investment of a heat pump (90,000 ) is repaid via savings over 6 years. But this depends heavily on the heat pump performance efficiency, which is sensitive to impacts from the environment and human contact. Instead we spread the cost over time and take the risk of ensuring that the heat pump performs optimally, to increase savings. In this way you receive heat bill savings from day one. This service is paid through a small amount of your savings, that makes our business sustainable. 45, ,000 Price example Pricing depends on your heat consumption and house, and each case is different. That s why we always start with a free home consultation in order to determine your price offer**. Low Effort & High Comfort Our business is dependent on the heat pump performance, and thereby your comfort. We work hard to increase the heat pump performance in order for you to have a comfortable home, increase the environmental benefits, and secure a sustainable business. Your savings Oil-boiler Heat Service DIY heat pump price Product & Service Heat Service, being a fairly new service, you might wonder about the product ownership and what you receive for your money. We sell heat as a service, which means that we keep the product ownership in order to secure optimal product performance. This means that you do not need to worry about anything else than regulate the heat suited to your need. *If you are currently supplied by your own oil-boiler and have a household consumption above kwh heat per year ** Free consultation for customers who fit the Heat Service profile. This is determined beforehand, online or via telephone conversation With a heat consumption of 20,000 kwh/year your heat bill could look like this: HEAT SERVICE Year 1-5 Year 6-10 Year TOTAL LIFETIME COST LIFETIME SAVINGS REL. TO OIL-BOILER HEAT BILL 22,500 20,500 18,500 / year 400, , Years DIY COMPARISON OIL-BOILER HEAT PUMP Product incl installation Lifetime energy supply Lifetime service Interest 7% PA loan on 90,000 over 5 years TOTAL LIFETIME COST LIFETIME SAVINGS REL. TO OIL-BOILER 45, ,620 44, , ,600 44,000 17, , , ,

16 HEAT SERVICE How it works FAQ Free consultation Get a free heat pump consultation by one of our energy consultants. Heat pump choice No home is the same, so we calculate and estimate which heat pump best suit your heat consumption. Preparations We take care of the legal application and all necessary requirements prior to installation Installation We install the heat pump and set it up to run. Online monitoring We monitor the heat pump online to ensure that the heat pump runs and performs optimally in order to prevent break-downs and secure low heat costs. Save money instantly Relax and enjoy a heated house, save money and support a sustainable environment. How do I regulate the house temperature? You can adjust the temperature in your house via your personal online Heat Service profile. Your inputs via the online profile are directly connected to the heat pump and ensures instant reaction to temperature changes. However due to the flow system of heat pumps, you cannot expect immediate temperature changes, it will take a few hours. Via your online profile you can pre-set your personal household heat preferences, and allow the heat pump to work by your comfort. For example if you prefer cooler temperatures at night. What happens if I use more heat than I pay for? The heat bill is determined by your heat consumption, however if your heat consumption increase, the price per extra kwh heat is 2,-. If your heat consumption generally increases we recommend that we change the monthly heat subscription to suit your needs better. How can you ensure that my heat price will not increase? The heat price depends on the electricity price and heat pump performance. We secure the heat pump performance through specialised knowledge and online monitoring in order to keep the electricity consumption as low as possible. If the electricity prices increase on market basis, your heat price will increase correspondingly, as it would if you owned the heat pump yourself. For how long will I be bound to the contract? Your contract binds the house through the meter to a certain kwh heat consumption over a number of years. The exact binding period is determined by your specific heat consumption. Basically the binding period runs until the estimated heat pump investment is paid off. Via your Heat Service online profile, you can follow the heat consumption, and see how much is left of the contract. At any time you can choose to pay-off the remaining kwh and leave the contract. What happens if I move from the house? The contract of heat supply is bound to the house and if you sell the house, the contract will continue for the new owner. The heat pump is originally dimensioned for the house and not the specific residents, which makes it possible to adjust the heat profile according to new residents. 4 5

17 INTRODUCING A FULL SERVICE HEAT PUMP SOLUTION MAKING THE GREEN WAY THE EASY WAY HEAT SERVICE A customer guide for Heat Service July 2013 Authors Mette Maagensen, mettemaagensen@gmail.com Kia Handler Krøjgaard, kia.kroejgaard@gmail.com MSc. Engineering Design & Innovation Technical University of Denmark July 2013 This guide is a part of a master thesis project: Conceptualisation of a Product/Service-System to Increase the Use of Heat Pumps in Danish Households Disclaimer This is strictly an example of how Heat Service as a concept for selling heat pumps in a new way, could be presented towards customers. References Danish Technological Institute, Cost calculations Picture (Front page + )

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