For years, I had been interested in finding ways to make buildings more energy-efficient and in building a direct-to-consumer sales business. In 2016, the idea of solar panels hit me like a thousand volts. I saw a chance to create something new, and that is when I decided to start Suomen Aurinkotekniikka Oy.
From the very beginning, I had a clear vision. I wanted to build a company with a carefully designed concept. It had to cover everything – from sales and installation to brand building. I believed that if everything was planned down to the smallest detail, the business would be ready to scale when the time was right.
We got off to a fast start. We quickly began expanding our sales and installation teams, doubling our revenue year after year: 300k€ in 2016, 700k€ in 2017, 1.3M€ in 2018, and 2.3M€ in 2019. This was all done without outside investors or loans, just pure cash flow. In 2023, revenue totalled €6.5 million, with a strong profit margin of 9,4%.
Our concept was strict. It defined not only how we sold and installed our systems, but also how we presented ourselves every day. I wanted us to stand out as honest, straightforward solar experts, so I even set a company dress code. Clean pants, a t-shirt, and a black hoodie. No business suits, just a casual look.
But the real key was our communication. I demanded that our salespeople have to be able to explain things clearly, without technical jargon. I wanted them to speak in a way that even an eight-year-old could understand. This approach set us apart from our competitors, and soon our reputation as honest and clear communicators spread quickly.
I personally spoke at more than 40 events in a single year, including trade shows, industry meetings, and university seminars. These talks were not just about selling panels. They were also about building relationships. In fact, one of the key people at Aurinkotekniikka first met me at one of these events, and not long after, he joined our team.
Even though our strategy was straightforward, in business you always need to be ready to react to market changes. In 2020, the global coronavirus pandemic hit the markets with unprecedented force, and it had a major impact on our business as well.
Fortunately, we were brave enough to "take the bull by the horns" and make the necessary changes. The adjustments we made to our business in 2020 later helped Aurinkotekniikka become one of the leading companies in the solar industry in Finland.
