Executive Summary

Traditional air conditioning systems are often expensive, inefficient, and difficult to install—especially in older or protected buildings in Austria. In this project, we supported the start-up Social Cooling by analyzing the market potential for their product TerraBreeze, a portable and eco-friendly air conditioner. TerraBreeze is designed to offer simple, plug-and-play cooling for public institutions and small office spaces under 60 m²

Goal

The goal of this project was to help Social Cooling find a suitable way to enter the Austrian B2B and B2G cooling market. We did this by analyzing the market and competitors, and by conducting interviews and surveys. Our aim was to check if their product, TerraBreeze, meets the needs of potential customers and to show how it can stand out by addressing specific problems faced by public institutions and businesses.

Methodology

Our methodology combined secondary and primary research. We used desk research to map the Austrian HVAC landscape, focusing on portable ACs and heat pump alternatives. Products were assessed along 20 variables including energy efficiency, installation complexity, price, and sustainability. This was complemented by outreach to over 500 institutions and interviews with 45 B2G and B2B stakeholders (e.g., municipalities, universities, district administrations). The process was iterative, incorporating regular feedback from Social Cooling to refine research scope and ensure relevance.

Results

The research confirmed a clear market gap: Most buildings in the target segments lack centralized cooling due to installation constraints, budget limitations, and monument protection regulations. TerraBreeze's unique value proposition (no installation required and 40% less energy usage) was validated through interviews and surveys as it portrays current market needs.

Key differentiation areas identified include:
• Ease of installation (especially in protected buildings)
• Energy efficiency
• Smart features (e.g. remote control, automation)
• Air purification
• Extended warranty and low maintenance 

These findings provide a strategic foundation for TerraBreeze’s market entry and ongoing product refinement. Based on the insights gathered, Social Cooling is now preparing for a pilot launch in summer 2025, targeting municipal offices, district administrations, and public institutions as well as offices across Vienna.

Cooperation Partner

• Social Cooling
  Stella-Klein-Löw-Weg 8, 1020 Vienna
  Austria
  https://www.social-cooling.com/

Contact Person

• Ben Assa - b.assa@social-ccoling.com

Student Team

• Katinka Györfi

• Anna Hofbauer

• Leonhard Rünger

• Linus Plagemann

• Glenn Ziehensack

• Paul Czanek

• Raoul Leitner

Project Manager

• Jeske, Sandra

• Lauer, Diana