Survey existing and potential demand for energy efficiency products and services based on an understanding of policies, housing and energy characteristics, demographics, related initiatives and other market actors.

Define your business model, including market position, products and services, type of customers, financial model, governance structure, and the assets and infrastructure your organization needs.

Identify and engage organizational partners in your business model design.

Establish or update your organizational mission, vision, and goals to encompass energy efficiency programs.

Identify and prioritize potential target audiences based on their likely receptivity to your program's services.

Establish relationships with organizations that will assist with program marketing and outreach.

Decide on priority target audience segments, messages, and incentives that will motivate customers.

Establish specific marketing and outreach goals, objectives, targets, and timeframes.