Abstract
There have been a number of innovative retail wheelingpilot programs offered by investor-owned utilities and theirlocal regulators. These programs are providing retail consum-ers with energy options heretofore unavailable.These offering are just the beginning. The business envi-ronment in the energy business is rapidly changing with newentrants vying for their share of the new business. The ques-tion is what should be the strategies used by these new en-trants and how should they be applied.The answer can be found by examining the lessonslearned from recent pilot projects, applying one of three ge-neric strategies offered by Michael Porter,l,2,3 and looking forthe resultant opportunities. Each part of the answer is de-scribed below. In addition, advice for the energy engineer isprovided and recommendations for the buyer are offered.
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