Market viability assessment of a net-zero energy house

During the last years there has been an increasing interest towards zero energy buildings, which are now being implemented in the national building codes of several countries. This study aims to assess the market viability of a solar-powered house developed by DTU* students for Solar Decathlon Europe, an international competition among universities that is directed at promoting research in the design of energy efficient houses. First, a screening of international markets identifies the most promising country for the launch of the house. Second, an analysis of the macro environment reveals the current and future influences on the homebuilding industry of political, economic, social, technological, environmental, and legal factors. Third, an analysis of the industry environment identifies the different forces in the supply chain, the overall degree of competition, and the main gaps between the proposed product and the existing offering. Fourth, a segmentation of the housing market highlights the most important characteristics of households and their preferences in terms of accommodation. Last, a prototype of a business model shows how a new business venture based on the commercialisation of the house can be established. The study reveals that the concept under assessment has a potential in the market if appropriately developed in a customer-oriented organisation, where R&D and marketing work closely together to deliver high customer value through superior innovation.

*Danmarks Tekniske Universitet - Technical University of Denmark