He has all electric heat and is an electronic gadget freak. He even has a robot vacuum cleaner which is self docking to recharge itself. Even though he makes big bucks, he wants to reduce his bill. He recently installed CFL's everywhere.
But his $400 dollar electric bill is nothing compared to a friend of a friend who I heard had a $1200 electric bill recently! She lives somewhere in California, apparently large house, hot tub, pool, etc. Anyway she is looking for solutions to reduce her electric bill - Solar water heater for pool, etc.
The last time I did the math in CA/PG&E territory, electric
heat was >3X the $ of gas, so heat, dryer and cooking
would be good places to start. Solar water heater is
generally much more efficient than PV. Mostly plumbing.
CA rates are also "stepped", so "baseline" rates are $0.11/kwH,
and go up to > $0.30/kwH at 300% of
baseline -- this would probably make PV very cost-effective
for this lady, as it would shave off the expensive power,
especially since gov't incentives would have someone
else pay for >50% of the cost of installing it for her.