BDC Goals-Action-Actor Matrix

	A	B	C	D	E
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2	ID#	Barrier/Goal	Action	Actor	Time Frame (S,M,L)

3	1	Goal: Make Decarbonization More Valuable to Builders and Contractors Than Fossil-fuel Heating
4	1a	Offer financial, recognition and marketing programs that flip the value proposition	Facilitate in depth reporting on health impacts of fossil fuel heating and cooking compared to electric (Dateline, 60 minutes, NPR, etc).	BDC	S
5			Require state licensing / certification and continuing education of contractors and technicians (similar to that currently required of professional engineers)	State licensing bureaus	M
6			Create database of successful all-electric new build and retrofits; highlight case studies of effective projects; give builders and contractors recognition;	Someone like NBI?	S
7			Target new ZNE PV construction projects that can use the PV rather than a gas connection
8			Awards at industry organized events (driving peer adoption - see what others are doing)
9			Local visibility for new construction focusing around decarbonization and incentives, customer testimonials, case studies	Builders, utilities, cities, manufacturers	S
10			Address 3 prongs of developers - commensurate funding mechanisms for adoption	IOUs, BDC, CPUC	S
11			Social media push - youTube, blogs, influencers focusing on savings/health/safety
12			Promote affordability through decreased utility bills	BIA, environmental justice organizations	S
13	1b	Engage, train, certify and motivate builders and contractors to promptly offer high-quality carbon-free solutions.	Develop contractor networks that are certified to install these solutions. Encourage contractors to join as an easy way to gain leads	Regional Energy Networks (e.g. BayREN & SoCalREN), local governments
14			Expedited permitting and inspections for carbon free installs	Local government, building department	M/L
15			Upstream incentives to builders for all-electric new builds	Cities / local government
16			Help contractors develop appliance replacement programs/warranties where electrification can replace gas on failure		L
17			Help contractors develop appliance replacement programs/warranties where electrification can replace gas on failure		L
18			Induction cooking demonstrations (builder and end-use customers)	Utility, manufacturers	S
19			Offer preferred partner database on IOU website or marketplace for homeowner research	IOU	S
20			Training programs, manuals, literature focusing around accreditation	IOUs	S
21			Leverage energy code compliance training provided through Energy Code Ace program
22			Additional incentives contingent on accreditation
23			Professional deals for contractors/builders personalized around their region
24	1c	Promote assessment of builders and contractors to encourage better performance and recognize leaders	Yelp add-on (or Angie's List); or new app focused on energy performance ... but who is qualified to assess?	private software developer	S
25			Develop assessment criteria for successful electrification installations, i.e., some kind of commissioning or acceptance test procedure specific to electric devices and their communication modules. Would include not just functional tests but also fugliness tests, i.e, not having way too much piping or inappropriate locations for penetrations, or equipment that's inaccessible. Make it standard among utilities and conduct randomized checks on completed jobs.	Coalition of the willing, pet contractors	M
26			Leverage experience - recognize early adopters through testimonials, industry rewards, leadership opportunities	Utilities, RENs, local government, environmental groups	S
27			Leverage existing online energy efficiency marketplace (IOUs) and home adivisor/Angie's List contractor review approaches	IOUs, BDC led?
28			Maintain local database of qualified contractors for electrification retrofit projects; online platform/marketplace to easily connect customers to these contractors; maintained by utility or CCA or city who vets the quality	Utility, CCA, or city	M
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31	1d	Study and promote leading fuel substitution business models (e.g. HVAC + PV retrofits)	Research "leading models"	RMI, NRDC, Sierra Club, etc.	S
32			Create a competition for new solutions; offer some X-Prize style reward
33			Business model workshop series to learn about and promote winning models across state, regions, nationally	Gridworks(?), BDC	S
34			Electrical appliance organization for certification purposes - Analogous to Energy Star	DOE	M
35			Partner with new placement/training programs to help push new contractors a leg up in driving model adoption.	State, cities, unions, nonprofits	S-M
36			Drive reduction in highest emission appliances by targetting financing EG: Cash for Clunkers style program
37	1e	Study and promote the most customer-valued decarbonization benefits to support contractor sales	Market research: what do customers value most? What MIGHT they value most if they knew about those values -- e.g., reduced respiratory health risks associated with induction cooking?	EMI consulting (e.g.)	S
38			Promote benefits	BDC members (all) throughout respective channels	M
39			Identify key selling points for sales staff to push benefits	Utilities, manufacturers	S (Immediate)
40			Develop white papers	BDC, other stakeholders	S-M-L
41			Consumer preference study - Ongoing sales statistics	Utilities, RENs, stakeholders	S-M-L
42			Identify contractor baseline perspective on decarbonization approaches
43	ID#	Barrier/Goal	Action	Actor	Time Frame (S,M,L)
44	2	Goals: Increase Awareness
45	2a	Increase awareness of carbon-free technologies among customers, contractors, and policy-makers. Should try to include increasing value of the technologies and avoided costs	Conduct research on customer perceptions and misperceptions about performance, cost and benefits of electric technologies. Develop draft marketing campaigns (print/web/TV/radio) to raise awareness while leveraging/correcting these perceptions. Trial the draft marketing campagins with customer groups. Make any required changes. Roll out. Marketing should be generic enough to be used by a wide variety of different utility and other campaigns.	Joint utilities	S,M
46			Include architects & retailers in perception research! (above)
47			Conduct city/county education campaign, in partnership with utilities. Cities can leverage resources to reach building owners, addresses the quickest.	CPUC, utilities on campaign. RENs as administrators.	S
48			Conduct research on customer perceptions of non-energy benefits of electrified devices, for instance easier access to vacation or high usage mode on the water heater, cooling and dehumidification of garages by water heater, reduced cycling and more steady heat from inverter driven HPSH compared to gas furnace, more controllability of induction vs. gas cooktop, gentler drying of clothes with heat pump dryers.	Joint utilities	S,M
49			Develop case studies and find influencers that can showcase benefits of decarbonization	BDC	S,M
50			Construct mobile demonstrations that allow customers to test out or look at these technologies and encourage their adoption	local governments	S, M
51			Public messaging campaign
52			Marketing campaign tying Decarbonization to solar, wind, EVs (create an electrification portfolio)	BDC, Marketing consultancy	M
53			Complete market research to identify value proposition, messages, and messengers/outreach channel	BDC, utilities, market research firm	S
54			Start contractor education with the larger HVAC contractors	HVAC trade association, manufacturers	S-M
55			Pilot marketing/messages/outreach strategies to test results	Cities, utilities, CCAs, contractors	S-M
56			Stakeholder mapping that leverages existing relationships between the BDC and policy makers, contractor groups, and consumer groups to drive messaging	BDC members	S
57			Drive celebrity chef engagement through popular media -Sunset magazine as a good starting point? Potential for HGTV household electrification series?	BDC Led	S-M
58			Promote new technologies at green building, housing developer, and contractor conferences or association meetings. Market to leading energy consultants	Product/tech representatives, contractors	M
59			Partner with manufacters on a CA based ad campaign focusing on driving messaging/engagement
60			Hold workshops in communities and invite contractors and customers	IOU/BDC	S-M
61			Expand home energy reports to include tips on decarbonization. Enhance the overall reporting to promote awareness among like-minded households	IOUs, Oracle Power	M
62			Encourage lawmakers to begin holding hearings on the issue	Asm Friedman, Bonta; Senator Stern, BDC, IOUs, etc	S-M
63			Public service type camapgin from state/city/utilities that validate the issue in the minds of consumers	State/Municipalities
64			State/Federal catalog/database of electrification products with cost/performance comparison with GHG emission comparison included	Manufacturer coalition	M
65			Story of stuff type videos that emphasize the benefits of decarbonization	Video producer	M
66			PSAs surrounding decarboniation goals, impacts, and effects	Video producer	M
67			Loaner induction cooktop to utility customers - Sonoma Clean Power is currently piloting such a program	CCAs, IOUs	S-M
68	2b	Draw on research, pilots, and experience from other regions to dispel myths and raise awareness of benefits of decarbonization.	Aggregate lessons learned from current and past pilot programs and using them to design the new program	RMI, NRDC, Sierra Club, et al.	S
69			Identify research gaps and partner with research institutions and universities to dispel these myths	UC System, Stanford, CalTech, ACEEEE etc.	L
70			Identify case studies or pilots relevant to California, find areas to fund them if they do not currently exist.	BDC, nonprofits, utilities, contractors, developers	S
71			Actually pilot an aggressive policy at city-level, e.g., moratorium on new building connections to the gas distribution system; make this robust through deep engagement with local builders, external technical experts to ensure attractive all-electric building opportunities are available and well understood locally	Cities who want to lead	S-M
72			Use information from CNCA pilot cities, Boulder launched a cooling season campaign in April
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74			Identify, join, and strengthen existing certification programs - Energy Star as a possible option	Manufacturers, DoE	S
75			Establish mobile demonstration labs that help to illustrate the effectiveness of the existing technologies	Utilities, manufacturers	S-M
76	2c	Tailor messages to reach all-customers, with emphasis on reaching underserved communities where the benefits of decarbonization are significant.	Develop methods to proactively identify which customers are likely to need equipment changeouts due to aging equipment, by looking at things like permit data, contractors' records of what equipment was installed in which homes in which years. Then reach out to those customers in advance of their equipment failing, to suggest electrification	Joint utilities, AHJs, contractor partners, Radiant Labs	S
77			Partner with local community organizations and city governments to be the primary educators	Local governments & community-based organizations	S-M
78			Work to incorporate celebrity and drive marketing with a tailored campaign from a marketing firm.	State/BDC
79			Identify "underserved" communities and reah out to their local neighborhood council or local council office to help distribute the message	Local councils	M
80			Develop, test, and implement advertising campaigns that are accessible to a broad swath of potential customers.
81			Marketing materials should be available in diverse languages and through trusted community partners to encourage local adoption.	Community-based organizations	S
82			Actively participate in existing energy efficiency programs to streamline the process - Programs in schools or other locations that are focused on community awareness	State, local school organizations	S
83			Leverage HERS ratings to account for carbon efficiency as well
84			Ensure clear, concise, and accessible information on utility websites	Utilities	S-M
85			Create customer personas of different customer segments to better understand the pains and gains a potential customer would experience (e.g. renter vs. homeowner; urban vs. rural; English vs. non-English speaking)	BDC	S
86			Create tailored messages to specific segments addressing their biggest pain relievers or gain creaters (e.g. parents may care more about health benefits over energy savings)	BDC	S
87			Develop demonstrations in affordable housing / public housing; prioritize these buildings for public retrofit incentive funding; spotlight these case studies and the human impact of improved comfort and indoor air quality	Public housing agencies; local govt	S-M
88			The majority of equipment sales are made at the kitchen table. Provide / require contractors to have and provide information to the customer at the time of sale regarding the options (cost, environmental, carbon) and which equipment offers which. (see SCAQMD requirements for sale of ultra-low NOX furnaces)	CARB	S
89	2d	Leverage co-benefits with like-minded initiatives, such as rooftop solar and electrification of transportation.	This could be an important part of ID# 2c in how we decide to alter the messaging/language depending on the audience (i.e. HPWH are a no-brainer, especially when paired with on-site solar)	IOUs/CCAs, Local governments, ?	S
90			Bundled program approaches with rate tiering	PAs, utilities	M-L
91			Bundle space/water solutions where stand alone measures have a less cost competitive structure
92			Develop lifecycle carbon, cost, savings measurements for appliances. Total cost of ownership	Utilities, CCAs	S-M
93			Develop partnerships with EV and Solar advocacy organizations to advance leveraging opportunities
94			Work with utilities to link Decarbonization efforts to upcoming projects, particuarly those that are focused on increasing renewable access or DER development	Utilities	S-M
95			Alos, need to add participating in COUC proceedings that address the incusuion of dispatchable electric devices in DR and other capacity and grid services opportunities
96			Integrate carbon reduction as a primary component of energy efficiency rating indices (e.g. HERS, RESNET, COMNET)	DOE, BPI	S, M
97	ID#	Barrier/Goal	Action	Actor	Time Frame (S,M,L)
98	3	Goal: Improve Customer Value Proposition	Action	Actor	Time Frame (S, M, L)
99	3a:	The full benefits of building decarbonization are recognized in policy and incentives to encourage adoption are commensurate with those benefits.	Develop tools to quantify, for each customer, their likely savings and the societal savings from load shifting programs for HPSH and HPWH, in conjunction with that customer's rate and whatever batteries and PV they have	Joint utilities and their consultants	M
100			Develop pre-purchase plans (like Christmas Club) for people to plan & pay for their changeouts in advance. Include preselection of equipment, bulk buy program (discounted prices), getting pre-wiring done, etc. all in "buy" price.	utilities, joint program	M