Silicon Valley Solar outed

A solar module startup based in Silicon Valley is now talking publicly about its forthcoming products, and a first significant customer win.

It seems unimaginatively named, but Silicon Valley Solar (or SV Solar), leverages the brand of its founder Patrick Callinan's other venture, Silicon Valley Microelectronics (SVM). SVM has been supplying silicon wafers and feedstock to the semiconductor and solar industries for 16 years.

SV Solar's new type of solar module fits into existing racks, yet uses optical concentration to reduce the amount of silicon required, thereby reducing the expense of the panels. Solar cells currently account for up to 75% of a module's total cost, and with the current shortage of refined silicon, are a limiting factor when it comes to the production of solar modules.

SV Solar's modules require less than half the number of solar cells when compared to traditional solar modules, while producing equivalent or even higher power output, the company says.

However, the company's key differentiator, it says, is the fact it concentrates the sun's energy without any moving parts.

"We use optical concentration, just over 2x at present, but we've got a roadmap to 10x concentration, and expect we'll be able to get even higher down the road," said Lenny Sharp, SV Solar VP marketing.

Most solar concentrator companies and technologies are aimed upmarket for larger installations, such as products by SolFocus and Energy Innovations. But SV Solar is aiming for the residential and small commercial installations performed by the bulk of the world's existing solar integrators.

Other concentrating companies aiming for the same market use moving parts. For instance, an innovative system by Practical Instruments uses a motor to track the movement of the sun. Some solar installers have expressed reluctance to adopt new solar concentrating technologies that use moving parts (see Cinnamon on Solar.)

SV Solar also expects to win deals from Practical Instruments on the basis of their good looks [ed.: the panels' looks, that is.] "They claim their product is compatible with flat plate, but it looks completely different from flat plate. There may be applications where they may face aesthetic objections. We'll be architecturally compatible in applications where they won't be," said Sharp.

At least one customer has been impressed enough with SV Solar's new approach and svelte appearance to issue a purchase order for 10MW of the company's panels - a deal worth $35M USD.

Solar integrator Pacific Power Management of Auburn, California is to begin taking delivery in Q1, 2008. The contract calls for shipments of modules over a three year period.

"We're impressed with the module technology from SV Solar," said Mark Frederick of Pacific Power Management. "We like the fact that they perform as well as or even better than traditional flat plate modules, while integrating into our existing racking systems."

"We've been following the progress of SV Solar for some time," added Dave Dwelle, co-principal with Mr. Frederick of Pacific Power Management. "We knew their approach would deliver significant cost savings, but we were pleasantly surprised to see the performance they are getting relative to standard modules."

Don't line up to buy modules, yourself, quite yet. While the company has posted specifications and photos on its web site, it's still negotiating with suppliers and looking for space for a production plant, according to officials. It promises to start shipping in 2007, but acknowledges that ramping production and passing regulatory approvals will hinder its ability to make huge inroads overnight.

SV Solar is now looking for additional investment beyond its initial private seed funding. The company won't talk yet about numbers, but hopes to close a series B round early in the new year.

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