The green energy industry is booming, with renewable energy capacity increasing by 50% in 2023 across the globe, according to the International Energy Agency.
In Fargo, North Dakota, Holsen Home Automation & Solar, led by Benjamin Holsen and Jessica Grondahl, is making waves in the ocean of solar energy.
From its beginnings as a home project, the company has been making the U.S. states of North Dakota and Minnesota shine brighter with each solar system installed.
New Beginnings
Benjamin Holsen started his professional career online, running a dot-com company through his 20s and 30s. Eventually selling the company, Holsen did IT work at various companies before deciding he wanted solar panels on his lake home.
Unable to find someone to do it, Holsen said, “I’ll install it myself.” He learned how to install the panels and connect them to the local power company, and he completed the project in a short time.
Soon after, neighbors and others around the area began asking him for help installing panels on their homes. “I saw there was a hole in the market; there was marketability there,” he says, and in January 2020, Holsen Home Automation & Solar was born.
Initially doing two or three jobs a year, the company grew exponentially.
Fast forward to January 2023, and we meet Jessica Grondahl, Chief Operating Officer and second in command.
Grondahl was attracted to the solar business because, like Holsen, she, too, felt that there was a demand but no supply.
As Chief Operating Officer Grondahl says, “My job is to take (Benjamins’s) vision, turn it into a plan, and execute it.” Alongside this role comes the coordination tasks, which involve working on estimates, grants, and projects.
Holsen and Grondahl see it this way, “Renewable energy is the way of the future.”
Roadblocks
Many would expect that the biggest issue for a small company is a need for growth, but Holsen discovered an abundance, perhaps even too much.
“Rapid growth is a learning curve,” says Holsen, and Grondahl agrees, “I’ve had to deal with some growing pains.” With so much work to be done and few employees, Holsen and Grondahl found themselves filling many different roles.
“You have to be completely adaptable,” says Grondahl, “The work is extremely varied, and more things need to get done.” Holsen points out, “You have to manage expectations, timelines, and cash flow,” Grondahl adds, “And you can’t let other tasks get pushed down either.”
Memorable Experiences
Grondahl shares, “Every time we get a system turned on, it’s life-changing for whoever has it.” The systems allow people to create their own electricity, independent of the grid, saving on money and energy dependence.
Projects involving the government are even more significant. “(Government projects) involve much higher stakes,” says Grondahl. They have to be done a certain way, within a certain time, and within certain rules.” Although challenging, these projects are essential for growth in any energy company.
Everyday work also sticks with Grondahl, who says, “The challenges, continued learning, meeting new people, and relationships have all helped me grow.”
Staying Up to Date
The renewable energy industry is ever-changing, from perovskite solar cells to silicon anode batteries; staying informed is necessary for growth. Holsen uses a mix of 340W and 550W panels, but he’s always looking for new developments. “I do a lot of reading,” says Holsen; whether on online forums or news websites, Holsen is there.
Additionally, Holsen stays in touch with others in the industry, “I’m on a lot of email lists, and I go to a lot of trade shows.” Interacting with other professionals helps create a strong collaboration network, leading to more solar systems and innovations within the technology.
Navigating the Law
Technology isn’t the only thing Holsen and Grondahl must stay current with; laws and regulations are also subject to change. Knowing the rules is crucial for everything from interconnections with power companies to grant writing.
“Every state has different regulations, and every electric company is different,” says Holsen. To stay on track, Holsen and Grondahl are in constant communication with inspectors and electric companies, and they must also keep a close eye on local guidelines.
“We are very detailed in our planning,” says Holsen. “If you make assumptions, you can make serious errors.”
Money vs. Sustainability
Often, companies must balance profit and sustainability, but not in the green energy market.
“If we are profitable, we are also doing good for the environment,” Holsen says.
More systems being installed means cleaner energy and increased profits. “They go hand in hand,” Holsen says.
Holsen is looking to improve company vehicles, and he is in the process of electrifying them.
Community Outreach
Community connections are crucial to spreading environmental awareness and green energy.
Because Holsen Home Automation & Solar is a small new company, they have yet to be able to spend much time with the community.
Despite this, Holsen says, “We try to share knowledge through speeches and symposiums.”
Grondahl recently gave a speech at Oak Grove Lutheran, a local primary and secondary school in Fargo, North Dakota.
“I really focus on educating the public,” Grondahl says, “There are a lot of myths about solar, and I take it upon myself to educate the if, why, and how.”
Additionally, throughout the entire installation process, Holsen and Grondahl walk customers through the incentives offered by the government and how they can act on those.
Future Goals
Looking towards the future, Holsen and Grondahl have high hopes for the company. “We would like to be more involved in government and larger projects,” Holsen says.
But he doesn’t want to stop at installations, “It would be nice to be involved in more decision-making processes,” he elaborates, giving companies and customers more freedom to maximize their solar output and create a smoother transition from the grid.
Holsen and Grondahl’s second goal is to spread more information about solar energy. “I would like to see the company do more in public education,” Grondahl says. The company’s growth also comes with growth in the renewable industry.
Advice
For those looking to make sustainable change in their local area, “It’s a good time to be in the industry,” says Holsen.
But it’s not for those who aren’t dedicated, “I started by tipping my toes in the water, and it’s gotten me into trouble,” says Holsen, “It takes a lot of work and commitment; you have to go in full blast, you have to jump in.”
Sustainability isn’t a one-time deal; it’s a process that takes time and energy, but if you’re willing to put in the work, you will see success in your business and the environment around you.
As the world grapples with the need for sustainable solutions, Holsen Home Automation & Solar reminds us that renewable energy is possible and viable.
Holsen and Grondahl continue to advocate for education and sustainability, and their stories inspire those who want to improve their own environments.
Through its start-to-finish approach and commitment to clean energy, the company not only creates energy but also creates sustainable change.
