Background information
Aaron Duncan founded Freenergy 17 years ago with a clear mission: to provide a comprehensive solar energy service that combines quality products with exceptional technical knowledge and support. This vision was driven by a commitment to sustainability and innovation in the solar industry. His goal was to create a one-stop solution for customers seeking reliable solar energy options.
Business growth and development
Since its inception, Freenergy has undergone significant transformation. Initially offering solar water heating and small off-grid solar power systems, the business has evolved to provide full solar power solutions for homes and businesses. Over the past eight or so years, advancements in solar technology have made it more cost-effective for customers to install solar power systems, enabling them to generate electricity for various needs, from heating water, heating/cooling homes to charging electric vehicles. The recent introduction of solar batteries has further enhanced their offerings, allowing customers to store excess energy for use during peak and non-sunshine hours, which has been particularly beneficial for working families. Aaron notes that advancements in solar power technology have greatly improved efficiency, with similar sized solar panel power output significantly increasing from around 200 to over 450 watts over the years.
Challenges and resilience
2023 brought unexpected challenges, notably Cyclone Gabrielle, which forced Freenergy to literally dig the business out of the silt. It also emphasised the importance of resilience and the role of battery storage during long-term power outages. The demand for solar batteries has surged since the cyclone, and the company has engaged in community resilience projects to ensure sustained power and communication during challenging times.
Website and online presence
Freenergy’s website has been a crucial tool in their educational marketing strategy. By focusing on educating potential customers rather than just selling, the site has enabled the company to reach a wider audience. Participation in home shows and seminars allows Freenergy to engage directly with the community, fostering connections and addressing questions in real-time.
Customer interaction and marketing
Word of mouth remains a cornerstone of Freenergy’s marketing strategy, as satisfied customers prove to be the best advocates for the brand. The perception of solar energy has evolved significantly; it is now viewed as a mainstream energy solution rather than just a "green" alternative. Aaron has noted a growing acceptance of solar energy as a critical component of New Zealand’s energy future.
Lessons learned
Aaron has gained invaluable insights throughout his business journey. He believes that investing in top-notch technology and cultivating a skilled team are essential for building scalable business processes. Freenergy’s non-franchised status has afforded them the flexibility to adapt and embrace new technologies swiftly.
Future plans
Looking ahead, Aaron is excited about the future of Freenergy as the industry experiences significant growth. With rising electricity costs the demand for solar solutions is expected to soar, both in the domestic and commercial markets. Aaron is eager to invest in additional talent to enhance operational efficiency enabling him to focus on strategic business development.
Partnership with OMG Solutions
Reflecting on his partnership with OMG Solutions, Aaron recalls meeting Kath during a Mailchimp workshop she was delivering back in 2014, which sparked the beginning of a long-standing partnership. Since then, OMG Solutions has played a pivotal role in shaping Freenergy’s online presence, beginning with their first website and supporting their digital marketing efforts. Aaron appreciates Kath’s consistent service over the past decade, embodying the philosophy of “if it’s not broken, don’t fix it.” He looks forward to continuing their successful partnership as Freenergy continues to innovate and expand.
