01. The Challenge
Strong Intent, Slow Conversion
Our client, a growth-stage solar developer, saw strong stated interest in commercial & industrial (C&I) rooftop solar, but a sales pipeline that stalled at the quote stage. Many businesses said they wanted to go solar; far fewer signed. The team couldn't say which segments, states and deal structures would actually convert, and a broad market push risked spending on leads that never close.
Every business says it wants to cut energy costs and go green. Far fewer sign. The gap between the two is where a solar strategy is won or lost.
They needed rigorous demand research across business segments to size real, convertible demand and identify the deal structures that move intent to signature.
02. Our Approach
Grounding Demand in Real Buying Behaviour
Zapulse ran a 5-week mixed-method programme combining a business survey with financing and decision-maker interviews to separate intent from real willingness to sign.
Business Demand Survey
Surveyed 900 businesses across five states and four segments, SMEs, large industrial, commercial real estate and institutions, on energy cost, rooftop suitability, financing appetite and barriers.
Decision-Maker & Financing Interviews
Interviewed facility owners, finance leads and lenders to understand the real decision process and where deals stall.
Convertible-Demand Modelling
Modelled realistic conversion by segment, state and deal structure, ranking where demand actually signs.
03. Research Methodology
Research Methods Deployed
Quantitative Survey
A structured B2B instrument fielded to 900 businesses across five states covering energy cost, rooftop suitability, financing appetite and adoption barriers.
Decision-Maker Interviews
In-depth interviews with facility owners, finance leads and lenders on the real solar buying decision.
Willingness-to-Sign Analysis
Structured analysis of which deal structures, capex, opex/PPA, lease, actually move intent to signature by segment.
Expert Validation
Findings pressure-tested with renewable-energy and project-finance specialists before delivery.
04. Key Findings
Where Solar Demand Actually Signs
01
Intent Far Outran Signature
The share of businesses expressing strong intent was several times the share with real willingness to sign at prevailing terms, a gap that would have inflated the pipeline forecast.
"
Zapulse showed us that intent wasn't the problem, deal structure was. Once we led with the right financing, the same pipeline started converting.
Head of Sales
02
Financing Structure Was the Gatekeeper
Conversion tracked the availability of opex/PPA structures far more than headline savings; capex-only offers stalled even where intent was high.
03
Three Segments Carried the Demand
Realistic, near-term convertible demand concentrated in three segments and specific states, arguing against a broad, all-India push.
05. The Results
From Broad Push to a Convertible Pipeline
A Convertible-Demand Map
Delivered a conversion-ranked map by segment, state and deal structure, giving the developer a focused, evidence-based go-to-market.
Effort Focused on Signers
Concentrated sales and financing effort on the three convertible segments and the deal structures proven to close, rather than a broad push.
A Repeatable Demand Framework
Delivered a convertible-demand framework the client can re-run as solar economics and financing options evolve.
06. Client Perspective
In Their Own Words
"
Zapulse turned a pipeline full of interest into one we could actually convert. Knowing which segments sign, and on what terms, reshaped how we sell.
Head of Sales
Growth-Stage · India (5 states)
