Zach Dell

They don't have $10,000, $20,000, $30,000 lying around.

And they come across Base because they heard it from a friend or they saw it in an ad or they got a mailer to their house.

And they're like, wait a minute, I can protect my home, protect my family for $500 up front, not $15,000 up front.

And the monthly fee is cheaper than Netflix.

It's cheaper than Amazon Prime.

It's like a Costco membership.

That's a no-brainer.

Those are the two motivations, typically cost savings and backup protection.

But the backup is really a savings pitch too, because if home batteries were free, everyone would have one.

But they're not.

They're extremely expensive.

And so we compete on cost.

I think this is a key part of our strategy.

We're eyes wide open about the fact that electricity is a commodity.

And if you're competing in a commodity industry...

You have to take a cost-focused approach.

You have to have a cost structure advantage.

The way I would describe our strategy as a business is developing a compounding cost advantage through vertical integration.

Why do we design the batteries?

Why do we manufacture them?