S.Electrix Customer Brief

Who S.Electrix should be targeting, and how big that market is

A working definition of the ideal customer for domestic solar and battery installations, with a rough size on the opportunity. Not a marketing plan.

Why now

Two dated events are shaping when a household decides to buy.

Rising billsOfgem's price cap is on a rising trend, not a one off spike, and pushes the case for generating your own power.
A dated deadline0% VAT on solar and battery ends 31 March 2027, worth around £600 on a typical £12,000 system after that date.
Battery attach rate92% of new batteries are now fitted alongside solar, and S.Electrix expects over 95% of its own installs to be both.

The ideal customer

Every quote and every conversation should be built to satisfy this profile first, the segments further down are variations on it.

Location

Leeds outer suburbs, LS17 to LS29, plus Harrogate, HG1 to HG5

Property

Owner occupied detached or larger semi, EPC C or below, good roof aspect

Household income

£80,000 or more combined, well above the diluted postcode average

Age

40 to 65, peaking at 42 to 52 and 55 to 65

Life stage

Settled 5+ years, an established family or empty nesters

Financial position

Cash rich, or creditworthy for finance at a standard rate of interest

Primary motivation

Protection from rising bills and long term value, ahead of eco conscience

Buying trigger

VAT deadline, price cap rise, an EV purchase, or a re roofing project

Target areas

A ring of established, high owner occupation suburbs and market towns around Leeds, plus the Harrogate district. Bubble size shows the estimated number of households in each postcode.

Illustrative grouping, not a geographic map. Bubble area is proportional to estimated households.

Area	Postcode	Households
Alwoodley, Moortown, Shadwell	LS17	18,600
Horsforth	LS18	9,200
Guiseley, Yeadon	LS20	5,550
Otley, Bramhope, Pool	LS21	8,450
Wetherby, Collingham, Linton	LS22	7,400
Garforth area	LS25	11,700
Calverley, Farsley area	LS28	11,800
Ilkley, Burley, Menston	LS29	14,600
Roundhay portion of LS8	LS8	8,500
Harrogate town, south	HG1	16,400
Harrogate east	HG2	14,350
Harrogate west, rural	HG3	12,050
Knaresborough	HG5	8,300
Total		147,000

Three segments within the profile

Same profile, different reasons to buy. Age ranges shown on a shared axis, 35 to 68.

Segment 1

Cash buyers, older and established

Profile: 55 to 65, mortgage free or close to it, £70k to £120k+, often asset rich. Alwoodley, Wetherby, Otley, Ilkley, Roundhay, central Harrogate.
Motivation: Predictable, inflation proof bills into retirement. Prefers to pay from savings, not debt.
Concern: Sceptical of payback claims after years of cold calls. Wary of pressure tactics.

Segment 2

Financed buyers, established families

Profile: 40 to 54, £80k to £130k from two incomes. Horsforth, Guiseley, Yeadon, Garforth, Calverley, Farsley, Knaresborough.
Motivation: A fixed, known monthly cost. Interested in adding a battery for a bigger cut to the bill.
Concern: Will compare against 0% finance offered elsewhere. Needs the savings case to hold up once interest is included.

Segment 3

Higher spec buyers, technology led

Profile: 38 to 50, £100k+, often self employed or a senior professional. Newer or well renovated homes across Leeds and Harrogate.
Motivation: Full visibility and control through app based monitoring. Wants room to add capacity later.
Concern: Will research inverter and battery specs first. Loses interest fast if the pitch is not technically confident.

Opportunity size

A planning estimate, not a forecast. Each step narrows the last using a stated assumption.

Households in target areas

147,000

Owner occupied

110,000

Assumes about 75% ownership in these suburbs and market towns, above the national average of 65%

Meets income, property and age profile

49,500

Assumes about 45% of owner occupiers in these areas clear the £80k income, property and age bar

Not already fitted with solar

44,500

Assumes about 10% penetration already, slightly above the Yorkshire wide 5.7%, leaving 90% addressable

£11,000

Average installed value, weighted for 95%+ solar and battery jobs

~£490m

Ceiling value if every addressable household converted, not a forecast

£4.9m to £9.8m

Installed value from capturing 1% to 2% of the pool in a year

Notes and caveats

Postcode income figures are area averages diluted by renters, students and single person households. Treat them as directional, and qualify on homeownership and mortgage status in conversation, not on postcode data alone.

Household counts are current small area estimates built on the 2021 census, adjusted where a postcode district covers a mix of stronger and weaker fit areas. Treat the opportunity size as an order of magnitude, useful for planning, not a precise count.

Segment 2 is the most price sensitive and the most likely to compare multiple quotes, worth bearing in mind on how quickly a quote needs to be turned around.