Publications
Publications
- November 2020
- HBS Case Collection
Holaluz: Taking on the Spanish Energy Market
By: Elie Ofek, Marco Bertini, Oded Koenigsberg, Elena Corsi and Emer Moloney
Abstract
In 2020, the three cofounders of Holaluz, a newcomer to Spain’s electricity retail market, are preparing to launch a new offering: installing and managing solar panels on households' roofs at no extra cost for the consumer, who would still benefit from the energy savings stemming from the panels' production. Holaluz would fund the installations via a special purpose vehicle and use the surplus energy to power neighboring Holaluz clients at lower costs. There were many challenges in the new venture, like how to market the offering and if investors would buy into the new business. And what if Holaluz went a step further, got rid of all its tariff offerings and disrupted the market with a monthly "unlimited" flat rate for electricity consumption like telecom operators did with mobile phones bills? Was the market ready?
Keywords
Electricity; Solar Power; Subscription Business; Renewable Energy; Entrepreneurship; Service Delivery; Business Model; Product Launch; Marketing; Energy Industry; Spain
Citation
Ofek, Elie, Marco Bertini, Oded Koenigsberg, Elena Corsi, and Emer Moloney. "Holaluz: Taking on the Spanish Energy Market." Harvard Business School Case 521-045, November 2020.