gtm_report
6.2 Channels
Go to Market
Three doors into every energy-smart home.
Installer-led with utility and referral amplification
Installer bundles - 45% of new homes
Utility and VPP partnerships - 30% of new homes
Direct app and referrals - 25% of new homes
Visitor > free trial (12%) > paid (35%) > Ember Max (30%)
CAC: $128 to $196, trial-to-paid: 35%, payback: about 12 months
Installer-bundled signup with referral loop
Reach homes at the moment they buy solar or storage
Installer bundle
Ember offered at point of sale by solar and battery installers
Utility channel
Utilities promote Ember to unlock household flexibility
Referrals
Savings-share trust drives neighbour-to-neighbour signups
Content and SEO
Rank for high-intent searches on cutting home power bills
Direct app
Self-serve signup for homes that already own the kit
Installers seed homes, savings drive referrals, referrals lower blended CAC
Target: partner installers driving the majority of new homes at low acquisition cost
Onboarding installer and utility partners as the supply of homes
Automated onboarding gets a partner installer live in days, not weeks
Installer portal
Self-serve tools let installers add Ember to any quote
Utility integration
Certified links to utility tariff and VPP programmes
Hardware APIs
Open connectors to major solar, battery and EV brands
Partner training
Short certification so installers sell Ember confidently
Referral rewards
Installers earn for every home that stays active
Each installer brings a book of homes, cutting demand-side CAC
Target: a growing network of certified installers each serving many homes
Three-channel partner supply with automated onboarding
Solar and battery installers - 45% of homes
Utility and VPP programmes - 30% of homes
Direct and referral - 25% of homes
Partner activation rate: 70%, time-to-first-home: 5 days
Ember ships as a small hub the homeowner or installer plugs in, connects to existing solar, battery and EV over the cloud, and goes live the same day with no rewiring.
Three homeowners, one goal: a lower power bill without effort
The Solar Optimiser
40 to 60, homeowner, owns solar and a battery, higher income
Paid a lot for solar and feels it is not paying back fully
Solar forums, installer referrals, energy newsletters
Real, measurable savings and no daily fiddling
Pays flat energy bills now, happy to share savings to earn more
The EV Commuter
30 to 50, homeowner, owns an EV, tech-comfortable
Charging at the wrong hours quietly inflates the bill
EV communities, app stores, YouTube reviews
Automatic cheap charging and one simple app
Pays peak charging rates, would pay $12 a month to fix it
The Grid Earner
35 to 65, homeowner with battery, on a time-of-use plan
Wants to profit from the battery, not just back-up power
Utility emails, VPP programme pages, neighbours
Grid earnings, transparency and control
Earns little today, will pay $29 for Ember Max and VPP access
Partner-led first, scaling utilities in Year 2
DirectDirect app self-serve signup - 25% of homes
IndirectInstaller and utility partners - 60% of homes
CommunityReferral and community - 15% of homes
Channel StrategyDirect (25%, live now), Partners (60%, scaling), Community (15%, organic)
Strategic PartnershipsSolar and battery installers (distribution to buyers at point of sale), US utilities (VPP access and credibility), hardware brands (open API integrations)