We recently had an opportunity to talk to David Green who, together with his brother Jonathan, co-founded the renewable energy solutions provider Green.com.au. David himself has had experience as an entrepreneur, having launched an insurance company before this current venture. Despite having launched Green.com.au at the height of the pandemic, the business was able to achieve growth as it offered a range of green energy solutions from solar panels to EV car purchase assistance.
ISB: What motivated you to establish a venture in an industry unfamiliar to you?
DG: I started this business with my brother who had always worked in energy, specifically solar and batteries. So while it was a new industry to me, it wasn’t to us as founders. I was drawn to the impact that I knew we could have. For example, when someone gets solar and a battery at their home, it can really have a huge positive impact on their day-to-day life. It gives people more independence and the feeling of freedom from the grid knowing they are generating and storing their own clean, green energy.
ISB: How did you overcome the challenge of launching the business in the middle of the pandemic?
DG: Starting the business right in the middle of the first lockdown meant we didn’t know anything else so it was just our normal. In reflection, it helped us build a strong foundation while testing and trying new things when there were absolutely no distractions. Then when the borders opened and the country started to wind back up, we were in the box seat to hire people and really start to grow. During the more aggressive lockdowns, we just focused on what was important and what we knew we could impact, knowing it would all pay off when the world opened up again.
ISB: How important is it for your business to build and strengthen relationships with your suppliers?
DG: It is absolutely paramount. Suppliers are a direct extension of your business. We are a digital business, a trade business and a retail business all in one so if you don’t have strong relationships with your suppliers, you will find yourself in trouble. We just see them as unofficial Green.com.au employees.
ISB: Why did you decide to rebrand your business to Green.com.au?
DG: Our goal is to become a national brand. You can’t be a national brand without a wonderful name. While our old name was ok, we knew it wasn’t going to be the one that gets us to that level so we were always on the hunt for the big one. I love domain names and the instant brand recognition they drive with consumers. Green.com.au was the perfect name. so we had to have it. It’s short, memorable, easy to spell, hyper-relevant to what we do (sell green energy products) and the icing on the cake was it’s our last name as well!
ISB: How do you envision Green.com.au’s growth in the next couple of years?
DG: We will continue to go from strength to strength. We are hyper-focused on what we need to do to become a national brand and we will keep growing until we get there. We have a strong focus on your brand and awareness coupled with headcount growth to ensure we can keep going strong.
If there was one piece of advice you could give to an aspiring entrepreneur, what would it be?
DG: If you are thinking about starting your own business, just go for it. There is no time like the present. You are never ready but you are always ready at the same time.
