All-electric residential heating/cooling product and installation, sold 100% online with zero hassle.

Something like "Tesla + Carvana for HVAC".

Our product is an air-source heat pump. Like all heat pumps, it will provide efficient heat without burning fossil fuels, as well as air conditioning. But ours will have some unique technology allowing it to operate in extremely cold temperatures, and to heat water hot enough to replace boilers for baseboard and cast-iron radiator systems. These features will make our heat pump viable for 10-12 million U.S. homes that today must rely on fossil fuels instead.

(We are applying to this NYSERDA program specifically because many of those homes with boiler/radiator systems, which have no direct low-carbon replacement, are in New York.)

A small segment of these homeowners care very deeply about minimizing their use of fossil fuels. Because we will face very little competition for these homeowners, we will be able to charge a premium price as we s...
All-electric residential heating/cooling product and installation, sold 100% online with zero hassle.

Something like "Tesla + Carvana for HVAC".

Our product is an air-source heat pump. Like all heat pumps, it will provide efficient heat without burning fossil fuels, as well as air conditioning. But ours will have some unique technology allowing it to operate in extremely cold temperatures, and to heat water hot enough to replace boilers for baseboard and cast-iron radiator systems. These features will make our heat pump viable for 10-12 million U.S. homes that today must rely on fossil fuels instead.

(We are applying to this NYSERDA program specifically because many of those homes with boiler/radiator systems, which have no direct low-carbon replacement, are in New York.)

A small segment of these homeowners care very deeply about minimizing their use of fossil fuels. Because we will face very little competition for these homeowners, we will be able to charge a premium price as we scale up our manufacturing. (We are copying the Tesla pattern of starting with a high-end niche product and working down-market as we reduce our costs.)

Our installation service is our key to expanding from these niches to the broader market. Today, HVAC equipment is sold by local installer companies, who add an extra $3-8,000 to cover their labor costs and business overhead. By designing the heat pump for easy installability and running a low-touch sales process, we will be able to price our typical installations at just $1,200. With these cost savings, we will offer the lowest overall price for HVAC replacement (once we have achieved manufacturing scale). We will also have the most convenient purchasing process: 100% online with transparent pricing rather than requiring in-home visits and personalized price quotes.

We will start our installation service in 3 locations: our HQ of Minneapolis, New York City, and upstate New York (our product will qualify for large subsidies in New York State). From there, we will scale out across the nation: gradually at first as we find product-market fit, and then as fast as possible.
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Joseph Strommen
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Joseph Strommen CEO Climate entrepreneur and multi-purpose engineer, obsessed with low-carbon heat