Holaluz: Connecting people to Green Energy
By
Soler, Edi
In 2013, Holaluz was the first online retail supplier of electricity in Spain. Focusing exclusively on domestic customers, the three founding partners had launched an ambitious business plan with which they intended to reach 100,000 customers in three years, taking advantage of the liberalization of the electricity market, which in theory was coming in the near future. The decision on how to finance the plan could mark the future of a company, which, with a unique value proposition, was aiming not only to revolutionize the sector but also to change the world, connecting people to green energy.
Collection: IESE (España)
Ref: ASN-89-E
Format: PDF
Number of pages: 11
Publication Date: Sep 2, 2021
Language: English, Spanish
Description
In 2013, Holaluz was the first online retail supplier of electricity in Spain. Focusing exclusively on domestic customers, the three founding partners had launched an ambitious business plan with which they intended to reach 100,000 customers in three years, taking advantage of the liberalization of the electricity market, which in theory was coming in the near future. The decision on how to finance the plan could mark the future of a company, which, with a unique value proposition, was aiming not only to revolutionize the sector but also to change the world, connecting people to green energy.
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Year: 2013
Geographic Setting: España
Learning Objective
The explicit problem in the case seems to be a shortage of cash. In order to obtain financing, the partners must choose between several alternatives, including negotiating with banks and the entry of an investment fund. The objective for the session is to carry out an in-depth analysis of the company and the sector in order to clearly understand the real business of Holaluz and, on that basis, identify what could be the best alternative to achieve the expected growth. Beyond the qualitative analysis, if the instructor wishes, sufficient data is provided to carry out a complete financial analysis, including estimated cash flow projections based on the business plan.
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