Innovation

Founded in 2009, Ideal Energy is one of the first solar companies in Iowa. Their significant installation experience, comprehensive portfolio, and innovative financing have made them a qualified leader in the region. Ideal Energy’s in-house design, construction and service teams manage all aspects of solar installations with professional engineering, procurement and construction (EPC) services. Their expertise is shown in the quality of system designs and construction, verified solar production, optimised system integration, and satisfied customers. The company is committed to providing avant-garde solar solutions, exceptional service, and the highest quality of construction available in the solar industry today. They have launched a tech feature that allows the user to monitor the power production of the solar installation real-time 24/7 from any mobile, tablet, or PC. This technology is provided to every solar power system they install; it allows the user to track their solar production and it also informs Ideal Energy’s team of experts that everything is in order.

Being always up to date with the latest advancements in all aspects of the solar industry, enables them to tailor the best financing package to each individual customer, taking into account any tax incentives and Power Purchase Agreements. For commercial clients, there is also a whole range of PR and marketing services offered to help boost brand image; from news articles to social media and live events in order to advertise the transition to solar and maximise the benefits from becoming more sustainable. Their business proposal is really unique in its kind: it is a one stop place where the client has absolutely nothing to do besides signing papers.

Inspiration

One needs to look no further than the founder of the company to find source of inspiration. Troy Van Beek, a veteran who dedicated 9 years to the US Navy Seals in the Special Forces, had a change of heart during his spiritual awakening, leading him to pursue a degree in Sustainability at Maharishi University of Management before going into the solar business. Troy is not afraid of taking time off from his busy scheduled in order to visit his former school and give a speech to the new MBA class, motivating the new generation to follow his footsteps. His passion is contagious; you only need to listen to him talk for 5 minutes (and he likes to talk) to feel his vision of hope for a better World. ‘I am most grateful that I never had to pull the trigger during combat, although I once came very close to’ he says, and then he goes on to blow your mind with his near death experiences that shaped his life. He is not into business for personal gratification, he is fully dedicated to encourage renewable energy solutions to save the planet, and he represents what a real CEO should be about: leading his company from the heart.

Overall impact

Ideal Energy helps thousands of customers save millions of dollars by lowering, and even eliminating, electric bills; and supports the environment by reducing CO2 emissions. Commercial clients see their initial investment completely paid back normally within the first 4 to 6 years, with a ROI between 18% and 22%. Troy Van Beek, founder & CEO, says: ‘We’re committed to this industry because of the positive effects we see from it: the cumulative effect of carbon emission reductions, contributing to creating greater resource security, the power to bring communities together, and the opportunity for economic growth that creates a more vibrant world’.

Business benefit

The company follows the model of Holistic Profit Management, which goes beyond the traditional model of maximising profit and shareholders’ satisfaction. It includes environmental and social dimensions, benefiting all company’s stakeholders. Through this approach, profitability is measured in terms of:

• Client satisfaction
• Employee morale
• Company profitability
• Community involvement
• Environmental impact

This holistic model creates a unique company’s culture where creative thinking is promoted, employees share profits and are afforded flexible work conditions, making their own time schedule among other things.

The mission of the company ‘is to increase the sustainability, vitality and security of our planet using clean, renewable energy’.

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Social and environmental benefit

Ideal Energy is committed to transform their community of Fairfield, IA into a flourishing, sustainable town by creating jobs and sustainable projects. Ideal Energy serves on the Mayor’s Go Green Commission for the City of Fairfield, and helped author the Strategic Go Green Plan for the City of Fairfield. Thanks to their commitment, Fairfield is today the city with the highest number of solar energy installations per capita in Iowa. The brand name is an icon in Fairfield; the major whole foods store in the city has a large touch screen powered by Ideal Energy, right at the entrance where every passing customer can peek at the figures for the level of energy production daily, month to date, and since the launch of the solar system in the premises. Ideal Energy is continually engaged in a range of local projects, and helps fund clean energy initiatives like solarising the local public library. The benefits they bring to the environment and the society are considerable; not only due to the thousands of metric tons of CO2 that are spared from spreading into our air, but also by bringing awareness to our communities and beyond, leading by example, and showing people the way towards more sustainable lives.

Interview

Troy Van Beek, CEO

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