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Elie Rothschild is the founder and CEO of San Franciso-based Sollega, a commercial flat-roof PV solar racking manufacturer. Sollega has a unique approach to solving universal issues in a solar niche famously known for low margins and intense competition.
A solar racking system is the foundation that holds a solar array in place. Elie and his team describe racking as the marriage of solar and roofing because it has to meet the needs of both industries.
Sollega mounting systems minimize on-roof assembly, install quickly and maximize available roof space, reducing mounting and installation costs associated with solar arrays.
Elie started the company in 2008 to find an easier way to install solar panels on notoriously frustrating commercial flat roofs. "Flat roofs are never flat," he said. "There are undulations and all kinds of obstacles you have to work around. Every roof is a challenge and has its own circumstances." He borrowed from a novel approach to solving this problem in other sectors and invented a molded plastic racking system that minimized both the metal and the weight on C&I Rooftops while reducing the shipping costs and logistics as well.
In today's podcast, Suncast host Nico Johnson talks to Elie about the innovation and ideation that went into creating Sollega's products and the entrepreneurial grit fueling the company's steadfast presence in a fiercely competitive environment.
Elie capitalized on an opportunity to upend conventional metal solar panel mounting systems by testing alternatives, including polymers typically used for roofs and their components.
“There’s a reason they use those materials on roofs. They’re extremely durable, have excellent UV resistance, and don’t corrode,”
Elie took a chance and earned rave reviews when he unveiled a blow-molded high-density polyethylene (HDPE) prototype at a trade show in 2009. "So we went back to the drawing board, revised our designs, retooled, and that's how we got our start," he said.
Elie credits Sollega's first large customer, Walmart, for helping it achieve product-market fit.
Sollega's racking systems are notable for their flexible design, which can handle undulations in roofs, work around obstacles, and are compatible with the most common solar panels today. "I think of us as an engineering, R&D manufacturing, sales, and marketing company," he said.
He emphasizes the importance of innovation and partnerships, citing Sollega's successful collaboration with Iron Ridge, another US-based manufacturer. "We have to keep innovating, and we have to keep finding ways to provide value to our clients and excellent service.," he said.
In today's podcast, Elie shares insights about his company, the impact of his midwestern childhood, and the personal journey that took him from Wisconsin to California. He's a solar veteran with more than two decades of experience, a serial entrepreneur and a thoughtful guy with a wife and two children that we're sure you'll enjoy getting to know better.
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ABOUT THE HOST OF SUNCAST:
Nico Johnson is the creator and host of SunCast, consistently rated a top solar podcast in the clean energy sector. The content of the show is geared towards listeners looking for insights on where the markets are headed, how to position themselves or their companies, and what today's market leaders do to stay ahead of the pack.
Nico is an Investor, Executive Coach, and 16-year veteran of the solar industry, having led development in the US and Latin America for global companies like Trina Solar and Conergy.
You can connect with Nico Johnson on Twitter, LinkedIn or email.
If you’ve been second-guessing your work decisions or maybe trying to reconsider how you "fit" in the renewable energy industry -> grab 20 minutes on Nico's calendar and discuss whether having him as Your personal coach might be the right next step.