Publications
Publications
- December 2018 (Revised January 2021)
- HBS Case Collection
Bulb 2015: Foundation
By: John R. Wells and Benjamin Weinstock
Abstract
This is the first case in a three-case series on Bulb Energy Ltd. It is followed by “Bulb 2017: Launch” (719-441) and “Bulb 2018: Rapid Growth” (719-442). It describes the foundation of Bulb, a renewable energy supplier entering the highly competitive UK market in August 2015. Founders Hayden Wood and Amit Gudka were hoping to capitalize on the hundreds of thousands of customers switching their energy provider each month, by promising excellent customer service, a simple, low-price tariff, 100%-renewable electricity, and services to reduce energy consumption. At the time there were only about 250,000 households on renewable tariffs, typically paying a high price for the privilege. Gudka and Wood were convinced that many more households would opt for renewable energy and turn it into a mainstream product if prices were more reasonable. Their goal was to sign up more than 23,000 properties by March 31, 2017 to reach breakeven, and then grow to more than 69,000 properties by March 31, 2021. On Friday August 21, 2015, Gudka and Wood sent out a batch of 1,400 emails to friends and family, encouraging them to switch to Bulb. They waited anxiously for the first sign-ups.
Keywords
Green Energy; Start-up; Launch; Customer Acquisition; Customer Churn; Customer Engagement; Electricity; Resources; Growth Strategy; B-corp; Renewable Energy; Business Startups; Business Plan; Business Model; Working Capital; Customers; Growth and Development Strategy; United Kingdom
Citation
Wells, John R., and Benjamin Weinstock. "Bulb 2015: Foundation." Harvard Business School Case 719-440, December 2018. (Revised January 2021.)
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