Diffusion of solar PV in Kenya - Optimizing the value proposition for the commercial market

Abstract: The effects of climate change are getting evermore severe, especially on the African continent. Actions towards the UN Agenda 2030 for sustainable development are becoming crucial, and one part of this is the energy transition. Africa has some of the world’s best conditions for solar PV and hence it is a viable option for electricity production in Kenya. The aim of this thesis is to understand the challenges and opportunities for this diffusion to happen with regards to sellers and buyers of commercial solar PV. Firstly, this is accomplished through the investigation of what drivers commercial entities have for adopting solar PV captive power as a complement to the national grid. Secondly, by developing a Value Proposition Canvas using Miale Solar Inventions as a case company. Thirdly, through briefly exploring of how to improve and adapt this value proposition while growing as a company. Cost savings has been identified as the main reason for solar PV adoption while sustainability aspects have been of small importance for businesses. The reliability and price of the national grid has surfaced as the main pains for customers causing them to look for cheaper and more reliable options. There is a good match between what customers want and what Miale offers, and this needs to be maintained in the future. However, other growth issues arose that need to be further explored by the company. The outcome of the study better equips solar PV companies to understand customers and grow, to further solar power diffusion, and to drive the sustainability efforts to reach the Agenda 2030.