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Unlock the Business Model Canvas for a leading energy provider: value, scale, cost drivers
Unlock the full strategic blueprint behind Just Energy’s Business Model Canvas—three to five clear sentences revealing how the company creates value, scales revenue, and manages cost drivers. Ideal for investors, consultants, and founders seeking actionable insights; purchase the complete, editable Canvas to streamline your analysis and strategy work.
Partnerships
Wholesale generators and marketers
Partner with power generators and natural gas marketers secures supply via a mix of long-term (3–10 year) and short-term (1–2 year) agreements to balance certainty with market flexibility. Engaging 10+ diverse counterparties reduces concentration risk and enables portfolio optimization across fuel and time horizons. These relationships underpin margin stability in volatile markets by smoothing procurement cost exposure.
ISOs, RTOs, and utilities
Coordinate with 7 US ISOs/RTOs plus Canadian operators (IESO, AESO) for scheduling, settlement and reliable delivery; PJM serves about 65 million customers and ERCOT about 26 million, making market ties critical. Utility consolidated billing and meter data access, with smart meter rollouts exceeding 70% in many regions, underpin customer service and accurate settlements. Compliance with ISO/RTO rules ensures market participation and smooth cross‑jurisdiction operations.
Renewable suppliers and REC providers
Renewable suppliers and REC providers supply RECs, carbon offsets and green power PPAs—often structured as 5–15 year contracts—to underpin Just Energy’s renewable plans and compliance with regulatory and voluntary standards. These partnerships enable credible green tariffs and certification via regional registries (eg M-RETS, GATS), matching flexible structures to customer demand profiles. They also drive brand differentiation in sustainability-focused segments and support product transparency.
Banks and hedging counterparties
Banks and hedging counterparties provide credit facilities, collateral lines and OTC hedges to support Just Energy’s working capital and growth; structured products are used to manage commodity, basis and load-shape risks across the portfolio. Strong credit lines enable seasonal margin calls and capacity expansion while diversified counterparties reduce concentration, liquidity and pricing risk.
- Credit facilities: seasonal liquidity and collateral support
- Structured products: commodity, basis, load-shape hedges
- Strong credit lines: support growth and margin volatility
- Counterparty diversity: lowers liquidity and pricing concentration
Brokers, aggregators, and affinity partners
Brokers, aggregators, and affinity partners expand Just Energy’s reach across residential and C&I channels; brokers accelerate commercial acquisition with tailored proposals and have been shown in 2024 channel reports to shorten sales cycles by roughly 40%. Affinity groups and marketplaces lower CAC in competitive territories, while incentive-aligned deals improve conversion and retention through shared revenue models.
- Broker-driven C&I closings: faster by ~40% (2024 channel studies)
- Affinity partnerships: CAC reduction, often double-digit percent improvements
- Incentive-aligned deals: higher retention via revenue-share
Network secures supply, PPAs, hedges and cuts C&I sales cycle by 40%
Key partners: generators/gas marketers (10+ counterparties; 3–10y & 1–2y contracts), 7 US ISOs + IESO/AESO for settlement, renewable PPA/REC providers (5–15y), banks/hedge counterparties for credit and OTC hedges, brokers/affinity channels cutting C&I sales cycles ~40% (2024) and lowering CAC.
| Partner | Role | 2024 metric |
|---|---|---|
| Generators | Supply | 10+ counterparties |
| ISOs | Settlement | 7 US + IESO/AESO |
| Renewables | RECs/PPA | 5–15y PPAs |
| Banks | Credit/hedges | Seasonal facilities |
| Brokers | Distribution | −40% sales cycle |
What is included in the product
Detailed Word Document
A comprehensive Business Model Canvas tailored to Just Energy covering all 9 blocks with detailed customer segments, value propositions, channels and revenue streams, plus linked SWOT and competitive advantages for presentations and investor discussions.
Customizable Excel Spreadsheet
High-level view of Just Energy’s business model with editable cells to quickly pinpoint revenue streams, cost drivers, and regulatory risks—ideal for teams needing a fast, shareable snapshot. Saves hours of structuring and keeps the format ready for boardroom discussion or side-by-side comparisons.
Activities
Load forecasting and risk hedging
Forecast consumption by segment and region to size supply, using meter-level and weather-normalized models to align procurement; U.S. natural gas accounted for about 40% of electricity generation in 2024 (EIA), guiding fuel exposure sizing.
Hedge exposures across tenors with financial (forwards, swaps, options) and physical instruments, continuously rebalancing against weather, churn and price moves.
Rebalancing targets protecting gross margin while preserving upside through layered hedges and optionality, limiting downside but capturing favorable price recovery.
Wholesale procurement and scheduling
Buy electricity and gas in wholesale markets and schedule delivery across day-ahead, real-time and forward markets, with typical retailer hedging mixes targeting 50–80% forward coverage to stabilize margins. Manage basis, transmission and balancing costs—balancing fees often add roughly 3–7% to procurement spend. Use market prices (Henry Hub 2024 average ~2.90 USD/MMBtu) and comply with market timelines and rules for day-ahead and intraday nominations.
Product design and pricing
Develop fixed, variable, and green plans with clear value props and tiered pricing; target risk-adjusted gross margins of 3–7% while modeling cost-to-serve per customer to capture meter, billing and hedging costs.
Maintain competitive intelligence across territories using monthly benchmarks (price and churn) and iterate offers for seasonal peaks; green-plan uptake rose ~20% in 2024, prompting quarterly offer revisions by segment.
Billing, collections, and customer care
Operate accurate billing by reconciling utility meter data and issuing consolidated statements, while managing payments, dunning workflows and credit risk to protect margins. Provide multichannel enrollment and service support (phone, web, chat) and apply analytics to segment customers, predict churn and prioritize collections to limit bad debt. Integrate KPIs into dashboards for real-time decisions.
- billing reconciliation
- dunning & credit control
- omnichannel support
- churn & debt analytics
Sales, marketing, and retention
Run targeted digital campaigns, outbound sales, and broker enablement while onboarding customers with compliant enrollments and clear disclosures; execute renewals with timely offers and loyalty incentives to reduce churn and improve margins. Track lifecycle metrics—CAC, LTV, churn, renewal rates—and iterate to boost LTV/CAC and retention.
- Digital campaigns
- Outbound & broker sales
- Compliant onboarding
- Timely renewals & incentives
- Lifecycle metrics: CAC, LTV, churn
Hedge 50–80%; US gas ~40% of power; Henry Hub ~2.90
Forecast demand by segment/region and size procurement; U.S. gas ~40% of power in 2024 (EIA), Henry Hub avg ~2.90 USD/MMBtu.
Hedge 50–80% forward with layered financial/physical contracts, rebalance vs weather and churn; balancing fees ~3–7% of procurement.
Operate billing, omnichannel service and lifecycle marketing; green-plan uptake +20% in 2024, target gross margins 3–7%.
| Metric | 2024 | Note |
|---|---|---|
| Gas share | ~40% | EIA |
| Henry Hub | ~2.90 USD/MMBtu | Avg |
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Business Model Canvas
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Resources
Supply agreements and hedge portfolio
Supply agreements and hedge portfolio secure commodity at target costs through contracts and positions covering 60–80% of forecasted load, with tenors from month-ahead to 12–36 months (2024 industry practice). The mix of physical deliveries and financial swaps/futures smooths cash flow and enables margin control amid demand and price volatility. This hedging framework is a core asset for delivery and profitability.
Regulatory licenses and market access
Authorizations to sell in roughly 17 deregulated US states and key Canadian provinces, plus registrations with the seven ISOs/RTOs, are essential. These licenses and ~3,300 utility program enrollments enable meter data access, billing and settlements that support cash flow and risk management. They underpin continuity of service and are prerequisites for geographic expansion and scaling customer load portfolios.
IT platforms and data infrastructure
As of 2024 the IT stack centralizes billing, CIS/CRM, enrollment and EDI connectivity to ISOs/RTOs and utilities, supporting real-time enrollment workflows and automated settlement. The platform offers forecasting and ML pricing tools with data pipelines for risk and customer analytics, targeting short-term forecast accuracy above 90% and 99.99% SLA uptime. Integrations and microservices enable multi-region scaling across 10+ market zones while reducing billing errors and time-to-enroll.
Human capital and expertise
Human capital at Just Energy comprises risk managers, traders, analysts, and regulatory specialists working alongside sales, marketing, and customer-support talent; teams hold institutional knowledge of tariffs and market mechanics and, in 2024, supported sustained contract execution under evolving compliance regimes.
- Risk & trading specialists
- Regulatory & compliance experts
- Sales, marketing, support
- Institutional tariff knowledge
Working capital and credit facilities
Working capital and committed credit facilities provide liquidity for procurement and collateral, smoothing seasonality and supporting growth when cash cycles are delayed; industry patterns in 2024 show retailers maintaining lines equal to 10–20% of annual purchase costs to cover peak seasons and margin calls, improving supplier negotiating power and resilience during volatility spikes.
- Liquidity: covers procurement and margin calls
- Collateral: secures supplier terms and hedges
- Seasonality: funds peak demand months
- Growth: bridges delayed receivables
- Resilience: buffers price spikes
Hedged retail: 60–80% cover, 99.99% uptime
Supply agreements hedge 60–80% of load (month-ahead–12/36m), mixing physical and financials for margin control. Licenses in ~17 US states, key Canadian provinces and ~3,300 utility enrollments enable billing/settlements. IT/CIS supports >90% forecast accuracy and 99.99% uptime across 10+ market zones. Credit lines at 10–20% of annual purchases fund seasonality and margin calls.
| Resource | 2024 Metric |
|---|---|
| Hedging | 60–80% load |
| Licenses/Enrollments | ~17 states, ~3,300 enrollments |
| IT | >90% forecast, 99.99% uptime |
| Liquidity | 10–20% annual purchases |
Value Propositions
Budget certainty via fixed-rate plans
Fixed-rate plans lock in prices for 12–36 month terms to stabilize energy bills and protect customers from wholesale volatility like the >200% European gas price spikes in 2022. By removing seasonal swings and spot-market exposure, predictable billing simplifies cash-flow planning and budgeting. Over 50% of households and SMBs in many markets prefer fixed contracts for financial certainty.
Flexibility with variable-rate options
Month-to-month variable-rate plans give customers no long-term commitment and appeal to transient or price-sensitive users; in 2024 up to 25% of new enrollments in several deregulated U.S. states chose short-term contracts. When wholesale markets soften, customers can realize savings—historically up to 15% versus fixed-year rates. Easy switching and automatic renewals reduce friction and lower churn.
Green energy and carbon solutions
Offer renewable energy certificates, carbon offsets and renewable-backed plans that let customers align usage with corporate or personal sustainability targets; in 2024 the US voluntary REC market exceeded $1 billion, underscoring demand. Transparent sourcing and chain-of-custody disclosures enhance credibility and measurement. This proposition appeals strongly to ESG-focused residential and C&I buyers seeking verifiable emissions reductions.
One-stop service and convenience
One-stop service streamlines straightforward enrollment, consolidated billing, and responsive support, reducing administrative burden for customers while offering clear terms and timely notifications; digital monitoring tools for usage and payments leverage the 5.3 billion global internet users in 2024 to improve engagement and self-service.
- Straightforward enrollment
- Consolidated billing
- Responsive support
- Digital monitoring & payments
- Clear terms + timely notifications
Tailored C&I energy strategies
- Custom pricing
- Load shaping
- Multi-site aggregation
- Contracts aligned to budget/risk
- Advisory on efficiency/sustainability
Over >50% choose fixed 12–36m; MM ~25% enrollments; REC >$1B; corp 30+GW
Fixed-rate 12–36m plans stabilize bills vs 2022 supply shocks; >50% prefer fixed. Month-to-month variable plans drove ~25% of 2024 US enrollments, offering up to 15% savings when markets fall. Renewable-backed plans and RECs (US voluntary REC market >$1B in 2024) meet ESG demand; C&I aggregation supports 30+ GW corporate procurement in 2024.
| Metric | 2024 |
|---|---|
| Fixed preference | >50% |
| MM enroll share | ~25% |
| REC market | >$1B |
| Corp renewables | >30GW |
Customer Relationships
Self-service digital portals
Self-service digital portals provide online account management for enrollment, payments and usage, leveraging smart meter penetration of about 70% in North America by 2024 to deliver near real-time reads. Real-time notifications and automated plan comparisons increase transparency and let customers switch to cheaper options; digital channels now handle over 60% of routine transactions. These portals cut service costs roughly 20–35% and empower proactive energy management.
Proactive renewals and retention
Lifecycle campaigns timed ahead of contract expiry, with 2024 pilots showing renewal conversion improvements, deliver personalized offers based on usage and market outlook and provide clear explanations of options and impacts; this proactive renewals approach lowers churn while preserving margin by shifting customers to optimized tariffs and reducing costly acquisition spend.
Dedicated C&I account management
As of 2024, dedicated C&I account management provides named contacts for commercial clients and multi-site operators (typically 100+ sites), ensuring accountability and continuity. Account teams conduct regular quarterly reviews of spend, risk and opportunities to optimise procurement and hedging. Fast-track issue resolution and bespoke proposals shorten response times and tailor solutions, reinforcing long-term partnerships and retention.
Transparent communication and education
Transparent communication explains rates, fees, and market drivers plainly, offers tips to lower consumption and bills, and shares green product details and sourcing—renewables provided about 30% of global electricity in 2024, enabling clearer origin claims. Trust-building through clear billing and education reduces complaints and disputes, improving retention and lowering call-center costs.
- Explain rates, fees, market drivers
- Provide consumption and bill-reduction tips
- Detail green product sourcing (renewables ~30% 2024)
- Build trust to cut complaints/disputes
Community and sustainability engagement
Just Energy runs local and environmental programs that let customers opt into green add-ons and community projects, with public impact metrics to track outcomes; this approach strengthens loyalty and brand reputation. The EU Corporate Sustainability Reporting Directive began phasing in 2024, making public sustainability reporting increasingly standard. Customer participation drives differentiated value and repeat engagement.
- Aligns with 2024 CSRD reporting requirements
- Green add-ons enable customer-led demand for renewables
- Public metrics improve trust and retention
60%+ self-serve, 70% meters cost 20-35%
Just Energy uses self-service portals (60%+ of routine transactions) and ~70% smart meter penetration (North America 2024) to enable real-time reads, automated plan comparisons and 20–35% service-cost reductions. Dedicated C&I account teams and proactive lifecycle campaigns improve retention; transparent billing and green add-ons (renewables ~30% 2024) build trust under CSRD 2024.
| Metric | 2024 |
|---|---|
| Digital transactions | 60%+ |
| Smart meter penetration | 70% |
| Service cost reduction | 20–35% |
| Renewables share | 30% |
Channels
Direct online sales
Company website and mobile flows provide instant quotes and enrollments with streamlined UX and automated data capture, supporting scaled direct acquisition in 2024.
SEO/SEM campaigns drive targeted traffic to tailored landing pages, optimizing cost-per-click and quality-score for energy-intent queries in 2024.
Instant verification via digital ID and utility APIs speeds onboarding and reduces manual touchpoints, making direct online sales the most cost-effective channel as volumes grow in 2024.
Call centers and telesales
Call centers and telesales provide inbound support for quotes and outbound outreach for renewals and promotional offers, handling complex plan explanations and C&I discovery; Just Energy serves over 3 million customer positions, making phone channels critical for retention and upsell.
Brokers and aggregators
As of 2024 brokers and aggregators act as third-party advisors selling to SMB and C&I clients, enabling access to large books and centralized bid events that consolidate demand across thousands of sites.
Performance-based commissions align incentives between Just Energy and advisors, driving contract wins and retention while expanding market reach rapidly through established advisor networks.
Energy marketplaces and affiliates
Energy marketplaces and affiliate partners, including price-comparison sites and referral networks, capture high-intent traffic and allow Just Energy to position competitively in deregulated territories; transparent reviews on these platforms materially influence conversion rates and lower acquisition cost per customer.
- Price-comparison and referral partners drive targeted, high-intent leads
- Transparent reviews boost conversion and trust
- Efficient customer acquisition in deregulated markets
Field sales and community events
Field sales and community events drive localized outreach for brand presence and trust, proven in 2024 where 72% of marketers reported live events as highly effective; they accelerate new-market entry and neighborhood targeting, clarify plan options through face-to-face education, and augment digital channels by adding a human touch that boosts conversion and retention.
- Localized trust: in-person engagement
- New markets: targeted neighborhood penetration
- Education: simplifies plan choices
- Omnichannel: human + digital increases conversions
SEO/SEM + APIs cut online CAC 35%; call centers support 3.0M
Company website, SEO/SEM and utility APIs drive low-cost direct sales. Instant enrollments cut online CAC ~35% in 2024. Call centers support 3.0M customer positions for retention and C&I complexity. Brokers, marketplaces and field events expand reach; affiliates and live events (72% effective) boost conversion.
| Channel | Reach | Avg CAC |
|---|---|---|
| Digital | 55% | $120 |
Customer Segments
Residential households
Residential households seek predictable fixed-bill or flexible usage plans; many prefer green options, though interest varies by region. US had about 128.45 million households in 2024 (US Census), making this a high-volume, low-ticket segment. Customers are price-sensitive and service-oriented, driving churn toward competitive pricing and reliable support.
Small and medium businesses
Small and medium businesses—retail, restaurants and offices—seek simple, short-term contracts with predictable costs and fast support; SMBs represent 99.9% of US firms (SBA 2024). Consumption typically runs in the tens to low hundreds of MWh/year per site, giving moderate volume and clear upsell paths. Many rely on brokers for convenience and speed of procurement.
Commercial and industrial customers
Commercial and industrial customers carry larger, complex loads and multi-site portfolios, often driving concentrated consumption—US commercial sector accounted for about 18% of electricity use in 2023 (EIA)—so they demand bespoke pricing and risk-management strategies. These accounts prioritize sustainability and reporting, seeking renewables and ESG metrics, and are high-value, relationship-driven clients requiring dedicated account management and bespoke contracting.
Property managers and HOAs
- Master-metered aggregation
- Volume-driven rates
- Streamlined billing/support
- Stable recurring portfolios
Green-conscious consumers and institutions
Green-conscious consumers and institutions prioritize renewable energy and verified offsets, often accepting a premium for traceable, audited products; 2024 PwC Global Consumer Insights found 64% willing to pay more for sustainability. They demand transparent sourcing, verifiable impact data and chain-of-custody certification, and serve as strong advocates and reference clients for scaling sales.
- Buyer focus: renewables + offsets
- Willingness to pay: 64% (2024 PwC)
- Requirement: transparent, audited sourcing
- Value: strong advocates/reference clients
Powering value for 128.45M homes, 99.9% SMBs, C&I, HOAs and 64% green buyers
Residential: 128.45M US households (2024), price-sensitive; SMBs: 99.9% of US firms (SBA 2024), moderate loads; C&I: ~18% of US electricity use (EIA 2023), bespoke risk management; HOAs: ~346,000 associations (2024), aggregated procurement; Green buyers: 64% willing to pay more (PwC 2024).
| Segment | 2024 stat | Key need |
|---|---|---|
| Residential | 128.45M HH | Price + service |
| SMB | 99.9% firms | Simple contracts |
| C&I | 18% usage | Custom pricing |
| HOA | 346,000 assoc | Consolidation |
| Green | 64% pay prem | Transparent sourcing |
Cost Structure
Energy procurement and balancing
Wholesale electricity and gas purchases typically represent 70–90% of Just Energy’s cost base; 2024 market conditions kept average procurment exposure high. Balancing, congestion and line losses introduce 1–5% variability to total procurement costs. Active optimization and hedging programs can cut basis and shaping expenses by up to 20%. Energy procurement is the core driver of gross margin, which for retail suppliers commonly ranges 3–7%.
Transmission, distribution, and market fees
Utility pass-throughs (transmission and distribution) typically account for roughly 30–40% of a retail electricity bill, with ISO/RTO charges and congestion/ancillary fees adding another 1–5% of wholesale costs in 2024; metering, settlement, and ancillary services are billed separately and recognized as line-item pass-throughs. These costs are largely non-controllable but predictable and are incorporated into Just Energy pricing models and hedges to preserve margins.
Customer acquisition and marketing
Customer acquisition and marketing drive costs through digital ads (about 40% of spend), broker commissions (commonly 15–25% of first-year margin) and sales operations; onboarding and identity verification add roughly $10–$30 per customer in 2024. CAC is actively managed via analytics and channel-mix optimization, with competitive markets pushing CAC above $250–$300 per customer in 2024.
Billing, service, and bad debt
Billing and service rely on CIS platforms, call centers, and payment processing, with processing fees typically 1–3% of receivables and call-center costs driving fixed and variable overhead; write-offs from non-payment and disputes (industry bad-debt ranges 2–5%) are charged to P&L. Rigorous credit policies and automated dunning reduce losses, but net margin remains sensitive to bad-debt volatility and customer-acquisition cost recovery.
- Payment fees: 1–3%
- Bad debt: 2–5%
- Call center/CIS: fixed + variable
- Credit + dunning: loss mitigation
Hedging, collateral, and G&A
- Derivative costs
- Margin calls & credit support
- Staff, IT, compliance, legal
- Data & automation ROI
Wholesale procurement 70-90% drives margins; CAC $250-$300 pressure
Wholesale procurement drives 70–90% of costs; balancing, congestion and losses add 1–5%. Utility pass-throughs ~30–40% of bills; hedging/collateral often >$100m for large retailers. CAC rose to $250–$300 in 2024; payment fees 1–3% and bad debt 2–5% materially pressure margins.
| Cost Item | 2024 | Note |
|---|---|---|
| Procurement | 70–90% | Main margin driver |
| Pass-throughs | 30–40% | Non-controllable |
| CAC | $250–$300 | First-year |
| Bad debt | 2–5% | Industry range |
| Payment fees | 1–3% | Processing |
Revenue Streams
Commodity margin on kWh and therms
Commodity margin equals the difference between retail price and hedged supply cost. In 2024 US residential average retail electricity was 17.2¢/kWh (EIA) and Henry Hub averaged $2.83/MMBtu (EIA) for gas pricing, inputs used in hedging. Margin is actively managed through forecasting and procurement. It scales with volume and customer retention and is the business’s primary revenue source.
Monthly service and enrollment fees
Monthly service and enrollment fees are fixed charges billed per account or per meter that cover billing, customer service and account maintenance. By 2024 many North American retail energy suppliers set these fees in the USD 8–12/month range, improving predictability of cash flows. Fees are often tiered by plan type, with higher tiers or bundled services carrying larger monthly charges.
Green premium add-ons
Fees for RECs, offsets and renewable plan premiums (voluntary REC pricing ~2–5 USD/MWh in 2024; voluntary carbon offsets ~3–7 USD/ton in 2024) are set to cover sourcing and third‑party verification costs, yielding an estimated ARPU uplift of 8–12% in targeted residential and C&I segments and reinforcing Just Energy’s ESG positioning for investor and corporate customers.
Early termination and change fees
Just Energy levies early termination and change fees to recover hedging unwind and administrative costs when customers break or modify contracts; in 2024 retail-market norms were commonly in the $50–$300 per account range to offset realized hedging losses. These fees incentivize contract adherence and are presented with clear disclosure in customer agreements and regulatory filings. Enforcement aligns fee levels with measured unwind exposure.
- Charges for breaking/modifying contracts — offsets hedging unwind costs
- Typical 2024 range cited in market filings: $50–$300 per account
- Encourages contract adherence
- Applied with clear disclosure in agreements and regulator filings
Value-added C&I services
Value-added C&I services—advisory, real-time load management, and multi-site aggregation—turn Just Energy into a solutions provider, pairing custom reporting and sustainability services with contracts or standalone fees; U.S. buildings account for about 40% of energy use (DOE 2024), making these services high-impact and margin-accretive.
- Advisory: strategic energy procurement and efficiency insights
- Load management: demand response and peak shaving
- Multi-site aggregation: portfolio optimization across sites
- Custom reporting & sustainability: emissions tracking, ESG reporting
- Pricing: bundled in contracts or billed separately; strengthens retention & margins
Commodity margins plus fees stabilize ARPU; C&I services deliver higher margins
Commodity margin is primary revenue (US residential retail 17.2¢/kWh; Henry Hub $2.83/MMBtu in 2024). Monthly service fees stabilize cash flow (typical USD 8–12/month). REC/carbon premiums (REC 2–5 USD/MWh; offsets 3–7 USD/ton) and termination fees (USD 50–300) add ARPU; C&I services leverage buildings’ ~40% energy use for higher margins.
| Stream | 2024 metric | Typical price/range |
|---|---|---|
| Commodity margin | Retail 17.2¢/kWh | Varies by hedge |
| Service fees | - | $8–12/month |
| REC/offsets | - | $2–5/MWh; $3–7/ton |
| Termination fees | - | $50–300 |