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  • November 2020
  • Case
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Holaluz: Taking on the Spanish Energy Market

By: Elie Ofek, Marco Bertini, Oded Koenigsberg, Elena Corsi and Emer Moloney
  • Format:Print
  • | Language:English
  • | Pages:26 
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Abstract

In 2020, the three cofounders of Holaluz, a newcomer to Spain’s electricity retail market, is 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.
  • Educators

About The Authors

Elie Ofek

Marketing
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Marco Bertini

Marketing
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More from the Authors

    • January 2021
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    Forecasting the Adoption of E-books Spreadsheet Supplement

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    eToro: Building the World’s Largest Social Trading Network

    By: Elie Ofek and Danielle Golan
    • January 2021
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    Pearson: Efficacy 2.0

    By: Elie Ofek, Marco Bertini, Oded Koenigsberg and James Weber
More from the Authors
  • Forecasting the Adoption of E-books Spreadsheet Supplement By: Elie Ofek
  • eToro: Building the World’s Largest Social Trading Network By: Elie Ofek and Danielle Golan
  • Pearson: Efficacy 2.0 By: Elie Ofek, Marco Bertini, Oded Koenigsberg and James Weber
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