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Sustainability Cleantech

Transforming the Solar Energy Landscape

Discover how Smart Roofs Energy's CEO is advancing solar energy solutions with rooftop installations, aiding climate change efforts.

Aug 9, 2023

About this episode

Joe Chenoweth is the founder and CEO of Smart Roofs Energy, one of the companies in the renewable energy sector. Joe takes us on a journey through his career, starting from the innovative solar power generators he patented and developed to the thriving business of rooftop solar installations.

Find Smart Roofs Energy online:

Interview with Joe Chenoweth, CEO of Smart Roofs Energy

Dunja Jovanovic: Could you please explain to our audience how renewable energy and rooftop solar can contribute to addressing climate change?

Joe Chenoweth: Renewable energy offers a significant advantage in tackling climate change as it does not rely on finite resources like fossil fuels. While opinions differ on the exact timeframe for their depletion, it is widely acknowledged that fossil fuels are not an unlimited source of energy.

In contrast, harnessing renewable energy, particularly through rooftop solar power, presents a more sustainable alternative to burning coal, oil, or gas. In fact, we assist approximately 90% of our commercial customers in meeting 100% of their energy requirements with renewable sources. Some customers run out of usable space for a full energy offset.

DJ: Can you tell us a bit more about yourself and your company, Smart Roofs Energy? How did you get involved in this business and what led you to focus on rooftop solar installations?

JC: Our company is based in Connecticut, and we have been involved in renewable energy, specifically solar power, for over 11 years. When I initially started the company, it was really small, and we had two main purposes.

Firstly, we patented and developed a solar power generator designed to provide clean water and reliable power to people in developing nations, without relying on diesel fuel, gas generators, or unreliable grids. Secondly, we also ventured into rooftop solar installations.

Interestingly, our rooftop solar installations gained tremendous traction and became our primary focus. We initially tried to expand the solar power generator aspect of our business, but we realized that without the support of a large organizations like World Vision or the Red Cross, it was challenging to scale as a smaller business.

Since then, our focus has been on commercial rooftop installations, ground mount systems, and carport solar. Over the past 11 years, we have built a strong team and I'm incredibly proud of the work we have accomplished so far.

DJ: What would you say sets Smart Roofs Energy apart from your competitors or colleagues in the industry?

JC: It's good to have competition as it helps us improve and provide better service to customers. One of the things that sets us apart is that we do all of our work in-house. We have an engineering team, project managers, and support staff right here in-house, which allows us to complete projects without delays and ensure they are done correctly. Additionally, we are able to provide services nationwide.

While we work with installation partners for projects that require a nationwide or regional presence, we remain a small enough company to be agile and continuously improve our business processes. We have a relentless pursuit of making our processes more efficient and delivering on what we promise for our customers. If we can't do that, we won't remain in business or be a reliable resource for others.

DJ: What do you feel are the biggest challenges you face in building your brand and positioning yourself in the market, especially considering the industry's growth?

JC: As the market grows, we do see the number of competitors doubling each year. However, many of these competitors don't last long because they underestimate the hard work involved in this industry.

One of the biggest challenges we face is finding enough skilled individuals who not only want to be in this business but also have the necessary abilities to succeed in it. Our commercial and industrial projects often take over a year to complete, so having people who understand and can support a project throughout its duration is crucial.

We want everyone in our organization to have an impact and be proud of their work. Finding great talent is always a challenge because we are a growing company with an awesome team that we'd love to expand.

DJ: Can you share your insights on emerging trends in the clean energy marketing space? Also, did marketing initiatives help you overcome the challenges you mentioned?

JC: One notable trend in the industry is the increasing focus on environmental social governance (ESG) factors. Companies are placing a greater emphasis on people's well-being alongside profitability, which is a positive development. While profitability remains essential for business, prioritizing ESG is seen as crucial.

In terms of marketing, our main source of business has been referrals. When customers go through the process with us and have a positive experience, they are more than willing to refer us to others. We have a marketing director who works on our brand identity and explores various marketing platforms to remain relevant.

However, referrals have been a significant driver of our business. We aim to serve our customers well, and that ultimately leads to positive referrals.

DJ: What advice would you give to other marketers, CEOs, and founders in the clean energy industry who are looking to grow their businesses?

JC: If someone is starting an environmental business, it is important to engage with industry experts and explore multiple channels for reaching potential customers. Marketing plays a crucial role in this process.

Having conversations with people in the industry, even if they are not ready to proceed, can provide valuable insights. Staying informed through podcasts, reading materials, and other sources is essential. Testing different business approaches and being responsive and adaptable is key.

Attention to detail and continuous learning are important factors for success, not just in the environmental sector but in any business venture.

DJ: What advice would you give to founders in the early stages of solar startups who may face similar growth challenges as you did?

JC: One important piece of advice is to surround yourself with people who are smarter than you and learn from them. Also, establishing smart key performance indicators (KPIs) for each individual and regularly monitoring them allows for timely adjustments and course corrections.

Continuous improvement is vital, and processes should be fine-tuned with the understanding that perfection is not achievable, but progress can be made each day.

DJ: How can people learn more about Smart Roofs Energy and get in touch with you?

JC: The best way to get in touch with us is through our website, smartroofsct.com. We also have a LinkedIn page where you can connect with me. We're happy to answer any questions and provide assistance to anyone interested in our company and the clean energy industry.

00:06

Hello, hello.
You're watching another episode of the Green New Perspective podcast, a show dedicated to sustainability.

If you've seen one of our previous episodes, you know that we aim to explore the inspiring stories of individuals who are leading the charge toward a sustainable future.

I'm your host, Dunya, and joining us today is Joe Chenoweth, the founder and CEO of Smart Roofs Energy, a renowned full-service commercial solar energy company.

But Joe's impact goes beyond commercial solar installation. He's also an innovator with a humanitarian focus. Joe holds the patent for a groundbreaking self-contained solar generator with an integrated distribution panel and modular battery system.

So stay tuned for an enlightening conversation with Joe as we explore his passion for renewable energy, his commitment to humanitarian causes, and the innovative solutions he's bringing to the field. Enjoy.

01:12

Q: You're in the solar energy space. For our audience, can you explain how renewable energy and rooftop solar help address climate change?

Sure. So, it's obvious for some, but renewable energy is great because it doesn't rely on fossil fuels. There’s debate on how much of those resources are left, but the key point is that powering anything with solar is a better option than burning coal, oil, or gas.

We actually help about 90% of our commercial customers meet their energy needs through renewable power.

02:17

Q: Can you tell us more about yourself, how you got into this business, and a bit about Smart Roofs Energy?

Sure. We're based in Connecticut, and we've been working in solar for over 11 years now. When I started the company, it was just me. I developed a solar generator originally intended to provide clean water and reliable power in developing countries, without relying on diesel fuel or unreliable grids.

At the same time, I also began working on rooftop solar, and that side of the business took off quickly. We still tried to move the generator forward, but it's hard for a small business to scale a humanitarian product unless a major organization like World Vision or the Red Cross steps in.

So we focused on commercial solar, rooftop, ground mount, and carport. I’m very proud of our team and what we’ve built.

03:49

Q: What sets Smart Roofs Energy apart from your competitors?

There are always competitors, and that's a good thing, it pushes us to improve. But what makes us different is that we do nearly everything in-house. Most companies outsource sales, engineering, project management, and installation to different providers, which leads to delays and messy coordination.

Our model avoids that. We have engineers, project managers, and support staff right here. We also work with vetted installation partners across the country, firms that have done at least 30 to 50 commercial projects, so we can scale to meet national and regional demand.

We’re small enough to stay agile, but focused enough to constantly improve. A lot of those improvements are behind the scenes, customers or even internal staff might not notice them, but they make a big difference.

06:10

Q: We're a marketing agency, so I’m curious, what was your vision for the brand’s identity when you started, and how has that evolved?

To be honest, I didn’t think about branding at all when I started. It was just me, a friend who was an electrician, and another guy who didn’t mind climbing on ropes. Humble beginnings. Marketing and SEO were not on the radar.

As we grew, we realized we wanted to be a people-first company, for both our employees and customers. Even when we make a mistake, we own it and fix it. That approach has led to strong relationships and a lot of referrals, which have always been our main source of business.

Now we have a marketing director and we’re building out our brand. But our philosophy hasn’t changed, serve the customer well, and they’ll spread the word.

08:08

Q: What are the biggest challenges in building your brand and positioning yourself in a growing market?

The biggest challenge is finding the right people. Solar might seem exciting, but it’s a complex, long-cycle business. Our commercial and industrial projects often take over a year from start to finish.

We need people who can stay committed throughout that journey. I want everyone at Smart Roofs to feel like they’re making a real impact, that’s why I started the company. It’s for-profit, but with purpose.

As we grow, we're building an awesome team. We'd love to grow it another 20–30%, but it takes time to find people who truly fit.

09:57

Q: What trends are emerging in clean energy marketing, and have any marketing efforts helped you overcome your challenges?

There’s a lot of focus now on batteries and energy storage. Solar alone is great, but when you add storage, it has a much bigger impact. The challenge is cost, but I think more customers will adopt storage, especially as state policies begin to require it.

EV chargers are another trend. As more EVs hit the road, energy demand increases. Companies that install chargers can attract better talent and show their commitment to sustainability.

Lastly, ESG, Environmental, Social, and Governance, is becoming a big focus. Companies are prioritizing people over profit, and being part of that conversation helps us stay relevant.

12:08

Q: What challenges do you see for the solar industry in the years to come?

Policy inconsistency is the biggest issue. A lot of state and federal programs are temporary, some last just six months, and if you miss the window, you're stuck waiting for years.

We’re fortunate in Connecticut; they recently launched a 10-year program. That kind of long-term stability helps both companies and customers. But other states aren’t there yet, and political shifts can create uncertainty. Renewable energy shouldn’t be politicized, it’s good for everyone.

13:39

Q: What advice would you give to marketers, CEOs, or anyone looking to grow a clean energy business?

Connect with others in the industry, even if you’re not ready to launch. Listen, learn, absorb information. I’m always reading and listening to podcasts, even if something isn’t relevant right now.

Test your ideas, then test again. Be fast to respond and adapt. A lot of companies fail because they’re too slow or unprepared. Set KPIs, track progress, and stay informed. We do this weekly. That rhythm helps us grow and adapt quickly.

15:20

Q: What advice would you give to early-stage solar startup founders facing growth challenges?

Surround yourself with people smarter than you. Never be the smartest person in the room.

Also, “inspect what you expect.” You can’t be involved in every customer interaction, so you need smart KPIs and strong systems. We look at performance weekly. That visibility keeps us aligned and accountable.

And never stop improving. We’re far from perfect, and we tell our customers that. But every day, we get better.

17:01

Q: How can people learn more about Smart Roofs Energy or get in touch with you?

Thank you! The best way is to visit our website: smartroofsct.com.
You can also connect with me on LinkedIn, just search for Joe Chenoweth.

If you’re a new company or just getting started with marketing and have questions, I’m happy to help however I can.

17:52

That brings us to the end of this episode of the Green New Perspective podcast. We hope Joe’s story and his contributions to solar energy inspired you.

If you enjoyed this episode, be sure to subscribe and stay tuned for more conversations with changemakers driving sustainability in cleantech, agritech, biotech, and nature tech.

We’d love to hear your thoughts, leave a review or reach out on our website or social media. Your support helps us share more remarkable stories like Joe’s.

Thanks for joining us on this journey toward a greener future. Until next time, bye!

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