An architecture and techniques for determining operation of energy-producing equipment that can increase profitability are presented. Such can be surfaced in easily understood financial market paradigms that reflect relatively complex physical models associated with the equipment. For example, buy data and sell data can be presented that reflect determined buy opportunities and determined sell opportunities. The buy opportunities can represent conditions in which it is advised to operate the equipment according to a cold part load protocol and the sell opportunities can represent conditions in which it is advised to operate the equipment according to a peak fire protocol.