Market Research Memo Example
Report
Christopher M. Frye
Elance Job ID:
-
Elance Job Name:
EE Rebates / Green Measures (Homeowners)
Service Area Defined
There are two specific radii upon which the analysis of available rebates is focused: A 30 Mile radius
around Denver and a 20 mile radius around Colorado Springs.
Report
Christopher M. Frye
Counties Covered1
Denver Scope: Adams, Arapahoe, Boulder, Denver (100%), Douglas, Elbert, Gilpin, Jefferson, and Weld
Colorado Springs Scope: El Paso, Fremont, and Teller
The attached spreadsheet also provides two tabs for each area indicating the zip codes within the
selected counties.
Utility Service Territories
Colorado Springs: Black Hills Energy, City of Fountain Utilities, and Colorado Springs Utilities
Denver: Xcel Energy, Center Municipal Gas, Light & Power, Frederick Municipal Light System, Longmont
Power & Communication, Intermountain Rural Electric Association, and United Power
Key Zip Codes
Based on top 3 cities by population in each county (zip code centroid):
County
Denver Radius
Adams
Arapahoe
Boulder
Denver
Douglas
2
Elbert
Gilpin
Jefferson
3
Weld
Colorado Springs Radius
El Paso
4
Fremont
Teller
Largest Place
(Population)
Population
1,302,861
117,623
278,131
100,160
610,345
45,691
Thornton
Aurora
Boulder
Denver
Castle Rock
N/A
Central City
Lakewood
Frederick
Colorado Springs
638
141,937
8,336
406,477
399,827
Woodland Park
6,650
Zip Code
Centroid
(Google Earth-
N/A
80863
County
Population
(2009/Census)
3,005,691
440,994
565,360
303,482
610,345
288,225
Percent of Total
-
N/A
5,604
536,922
254,759
626,227
604,542
-
21,685
31
Source: US Census, American Community Survey (2009 Population). Elbert and Fremont counties
contribute small portions to their respective radii.
1
Based on any part of the county falling within the radius as described in page 1.
Elbert County: Includes small portion of radius (NW Corner).
3
Largest city not in 30 mile radius; Frederick is largest city within radius.
4
Fremont County Includes small portion of radius (NE Corner)
2
Report
Christopher M. Frye
Homeowner Claim Information
The following information is provided by the Insurance Information Institute; actual raw data from
insurance surveys or other information that would allow one to create custom cross tabulations was not
available as of this submittal.
The Insurance Information Institute sees its mission as [improving] public understanding of insurance –
what it does and how it works. Data presented on the III website is either provided by the institute or
reprinted with permission from the National Association of Insurance Commissioners (NAIC).
I’ve provided a sampling of data collected from the website and sourced as appropriate.
Average Homeowner Losses,-
Cause of Loss
Property Damage
Fire, Lightning, and Debris Removal
Wind and Hail
Water Damage / Freezing
Theft
All Other8
Average
(Property Damage and Liability-Not Shown)
Source: ISO
Claim Frequency6
Claim Severity7
-
$25,375
$7,554
$5,895
$2,609
$3,850
5.78
$7,864
Homeowner Insurance Losses by Cause,-
Cause of Loss
Fire, Lightning & Debris Removal
Wind and Hail
Water Damage/Freezing
Theft
All Other Property Damage8
Liability
Bodily Injury and Property Damage
Medical Payments / Other
Credit Card / Other9
5
-
-
Percent of Losses Incurred-
-
-
-
-
-
-
2008
For homeowners multiple peril policies. Excludes tenants and condominium owners policies.
Claims per 100 house years (policies).
7
Accident year incurred losses, excluding loss adjustment expenses, i.e. indemnity costs per accident year incurred
claims.
8
Includes vandalism and malicious mischief.
9
Includes coverage for unauthorized use of various cards, forgery, counterfeit money and losses not otherwise
classified.
6
Christopher M. Frye
Report
Green Measures for Homeowners10
This list is not exhaustive, but I believe provides a good summary of nearly all of the most
practical things a homeowner can do to be green or reduce their carbon footprint.
Appliances / Electronics:
Clothes Washers/Dryers, Computers, Dishwashers, Home Audio Equipment, Refrigerators and Freezers,
Room Air Conditioners, Televisions, DVDs, VCRs, and Water Heaters
Use products (GreenSwitch is one) that allow one to turn off several devices at once upon leaving the
premises.
Get rid of the refrigerator in the garage (during summer months, the compressor is running nearly
constantly) – refrigerators makeup almost 80-90% of load.
Home Energy Assessments:
Certain aspects of home energy assessments require a trained professional but there are a number of
things that homeowners can do on their own to assess their energy profile.
Based on walking through the house, make a list of all air leaks (energy savings from reducing drafts can
be 5-30%); these are most likely at seams such as along the baseboard or edge of the flooring and at
junctures of the walls and ceiling. Other areas include: electrical outlets, switch plates, window frames,
baseboards, weather stripping around doors, fireplace dampers, attic hatches, and wall or window-mount
air conditioners.
Gaps around pipes and wires, electrical outlets, foundation seals and mail slots should be assessed.
Inspect windows/doors for air leaks; if you can see daylight around a frame, there is a leak.
Perform a basic building pressurization test:
o Close all exterior doors, windows and fireplace flues;
o Turn off all combustible appliances;
o Turn on all exhaust fans to suck air out of the rooms;
o Incense sticks are a good tool for identifying leaks indicated by smoke wavering.
Outside of house, check all exterior corners, where siding/chimney meet, and other areas where two
building materials meet (foundation/siding).
Insulation
Heat loss through ceiling/walls could be large if insulation is less than recommended; this is particularly a
problem for older homes that were built when codes were more lax than today;
Attic hatch is a definite area where heat loss can occur and purchasing weather-stripping or a
replacement hatch which provides for an adequate seal;
Add additional infill insulation if used in attic spaces;
Heating/Cooling Equipment
10
Inspect heating/cooling equipment regularly (at least once a year); for forced-air furnaces, check or
replace filters regularly
A good deal of this information is based on the U.S. Department of Energy, Energy Efficiency and Renewable
Energy section entitled Energy Savers; additional information based on various utility websites.
Christopher M. Frye
Report
Roughly 40% of a household’s energy bill goes towards heating/cooling – however, maintaining your
HVAC system or better yet, purchasing a high efficiency A/C (SEER rating of 14+) will do nothing for energy
bills if insulation, air sealing is not completed.
Programmable thermostats are a good investment to take advantage of hours during the day when the
house is not occupied (generally set points are set close to 78 degrees during the day in the summer and
62 degrees during the winter).
Ducts
Improperly sealed ducts can lose up to 60% of the heated air before it reaches the register.
Generally duct work should be performed by a professional, but if you do it yourself, it is
recommended that mastic, butyl tape, foil tape, or other heat-approved tapes be used when
sealing ducts.
Landscaping
Trees, vines, or other trailing vegetation can help to shade the house in the summer.
Carefully positioned trees on the south or west sides of the house can save up to 25% of the
energy use a typical household consumes.
Water Heating
Typically uses about 10-12% of a home’s energy use
Lower the thermostat on the water heater, general rule-of-thumb is 120°.
Insulate the hot-water storage tank (if electric, be careful not to cover the thermostat; if gas, be
careful not to cover the water heater’s top, bottom, thermostat or burner compartment).
Insulate the first 6 feet of the hot and cold water pipes connected to the water heater.
Install heat traps on the hot and cold pipes at the water heater to prevent heat loss.
Drain a quart of water every 3 months to remove sediment that impedes heat transfer and
lowers the efficiency of the heater.
Consider installing a drain water waste heat recovery system; these can achieve energy savings
of 25-30% according to a recent Department of Energy study.
Consider the installation of a solar water heater (these are generally more economical for new
construction; retrofits can sometimes be expensive).
Windows
Account for 10-25%; generally double-pane is more energy efficient.
In colder climates, select windows that are gas filled with low emissivity coatings on glass to
reduce heat loss.
Use ENERGY STAR compliant products.
Lower the U-factor, the better the insulation; in colder climates, choose low U-factor.
Christopher M. Frye
Report
Lighting
Replace all incandescent with CFLs; this alone can easily reduce electric bills and likely pay for
the investment within a few months.
Consider the use of controls or timers for lighting.
Take advantage of daylight by using light-colored, loose-weave curtains on your windows to
allow daylight to penetrate the room while preserving privacy.
LED lighting, which uses even less than CFLs, is another alternative to incandescent if available.
Home Office
Use ENERGY STAR labeled products (computers, fax, printer, etc).
Use power strip with computers and especially with things like cell phone chargers and other
appliances that contribute to “phantom” load – energy draw that continues even when adapter
is not plugged into devices.
Renewable Energy
If considering rooftop solar, installation is senseless if every energy efficient upgrade that can be
completed on a house is not done; ensuring a tight building envelope will ensure maximization
of self-supplied energy use and minimization of electric bills.
Use solar-powered outdoor lighting.