Case Name :      EnerNOC: Turning Energy Savings into Sales

Authors :           Mark Rice, Mark T. Donohue, Michael Lelyveld

Source:              Babson College

Case ID:             BAB152

Discipline :        Social Enterprise

Case Length :    17 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

EnerNOC – a clean energy company — sells energy-monitoring, management and efficiency services to utility customers, who agree to reduce consumption during peak-period emergencies in exchange for payments throughout the year. Utilities sign long term contracts with EnerNOC for delivery of “negawatts”, i.e. the reduced consumption of electricity during peak periods, as a way to avoid adding power generating capacity. EnerNOC is undergoing explosive growth and must manage the build out of its energy management system, as well as the growth and evolution of its sales force. This case can be used in a variety of courses. In an entrepreneurship course, it can be the basis for a discussion of entrepreneurial opportunities in the clean energy sector, as well as the challenges of managing rapid growth. In a marketing class, it can be used to discuss the concept of adjacent markets. It can be used to stimulate a discussion of a broad range of issues in a sales management class: rewards systems; identification of sales skills in potential employees; entry into a new market; sales training; and so forth. It can be used in MBA level courses and in upper level undergraduate courses.