Request for Proposals: Consulting Services for Market Research, Toronto Renewable Energy Co-operative (TREC)

Issued: August 24, 2010
Closing: 5:00pm, Tuesday September 7th, 2010

Contact:
Matt Zipchen
Assistant Manager
Toronto Renewable Energy Co-operative
matt@trec.on.ca
416-977-5093 ext.2450

Summary
TREC is soliciting proposals for a consultant to conduct market research to identify demand for SolarShare's investment products. SolarShare is an investment cooperative through which Ontarians can directly invest in local solar PV projects.

The results from this market research will: (1) help define the exact features and structure of the SolarShare investment product, and (2) form the basis of SolarShare's marketing strategy..

Proposals must be submitted before the deadline. TREC will make a decision within two weeks of the closing date, but reserves the right to not proceed with any of the proposals. All questions are welcome and should be directed to the contact above.

About TREC
The Toronto Renewable Energy Co-operative is an incorporated, not-for-profit organization that has been working for 10 years to develop co-operatively owned renewable energy projects in Ontario and to educate people about renewable energy, conservation, and the community power model.

Best known for building the wind turbine at Exhibition Place and establishing the Windshare Energy Cooperative, TREC is working on several other projects that will enable communities and individuals to invest in and/or install renewable energy systems.

About SolarShare
SolarShare is a TREC project that allows Ontarians to become owners of a solar energy project in their community or any community in Ontario. Not everyone can be a solar power generator on their own property; not everyone owns their own home, some sites are unsuitable due to shading, roof orientation, and for some the system cost is prohibitive.

Using the co-operative enterprise model, SolarShare provides an investment and ownership opportunity that is accessible to most Ontarians. By offering shares in a larger solar system hosted on a commercial or government-owned rooftop, SolarShare provides triple-bottom line benefits to the co-op members by generating profits from a local renewable energy project.

Scope of Work
The market research must accomplish the following multiple objectives and scopes of work:

1. Market Scan - Identify the level of demand for these types of ethical and social investments in the GTA and across Ontario, specifically:
a. How big is the market for these types of investments?
b. How much capital should SolarShare be able to raise throughout the year?

2. Consumer Preferences & Trends - Identify the different customer profiles and their motivations and intentions around ethical and social investing, specifically:
a. Who would be the most appropriate target audience(s) for marketing community power shares?
b. What sort of information would those people like to know to assist in their investment decision?
c. What kind of messaging would be the most effective to engage them? ie. what are their values?
d. What are the preferred methods for reaching the target audience?
e. Is there a preference for different share structures (e.g. general fund vs. directly into specific projects) or for different product types (shares vs. bonds)

3. Competitive Landscape - Research and identify the competing products in the marketplace, specifically:
a. What is happening in the marketplace with competitive green energy and investment products?
b.What are the various products' distinguishing features and attributes?
c. How are they positioned in the marketplace?
d. How they are sold, to whom, and what is the messaging?
e. And how does community power compete with / compare with / complement other green power investment decisions?

Submittal Requirements
Proposers shall submit one electronic copy, which is not to exceed 10 pages in length, and includes:

• Proposed methodologies, and the rationale for their use, for the research needed to accomplish each of the three scopes of work. Any primary research (survey, focus groups, etc) should be listed and priced separately.
• Total costs, which should indicate the proposed hourly rate for each member of the team, and summarized by the scopes of work.
• Description of the relevant experience of the firm, the expertise of assigned personnel, and any familiarity with ethical investing and sustainability-related market trends.
• Proposed timeline and the ability to complete the work in a timely manner so that the development of SolarShare's marketing strategy can begin in mid-October.
• References (including contact information) from at least three clients for whom you have completed similar work.