The purpose of the concept paper is to outline a possible approach to conducting the point-of-use component of the Virginia Electric and Power Company (VEPCO) study of alternative fuels. Alternative measures for point-of-use application (specifically for the residential sector) would include conservation, solar space conditioning and water heating, and heat pumps. An outline is presented of analytical and field work that will provide information on parameters affecting users, the utility, and the market. Six interdependent activities discussed are: performance analysis, market research, utility impact analysis, comparative analysis, strategy planning, and implementation.