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Traditionally, electric utilities have forecast the demand for their product and planned a supply system to satisfy the market. Rather than treating the forecast demand as a given, Florida Power & Light Company (FPL), has established a marketing planning function to alter future demand through direct involvement in the marketplace. The crucial element in management's evaluation of opportunities to build, maintain, shift, or reduce customer load is a better understanding of our customers, including their preferences and behavior in purchasing energy. A market analysis utilizing a comprehensive marketing planning model, the Load Management Strategy Testing Model (LMSTM), indicates that the commercial sector, in general, and customer thermal energy storage, in particular, is a demand-side option the Company will actively promote. That identification is made by a detailed market feasibility study FPL is currently managing.