Solar Business Professional Masters Series


Instructors: Keith Cronin, Chris Lord

Subjects: Solar: Marketing and Sales, Solar: Business Growth

Length: 2 courses

Student Rating

8.7 out of 10 (view ratings)
Courses with student ratings: 2


This a bundle of 2 courses taught by Keith Cronin and Chris Lord:

After enrolling, we recommend starting with the Solar Executive MBA Training. Each course has sessions starting 4 times per year and you can choose any session.

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Free Preview - How to Get More Clients, Team Members And Profits for Your Solar Business
Flexible Online Training for Industry Professionals

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Earn A Certificate of Completion

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Keith Cronin

SunHedge LLC

Keith Cronin is an in-demand business consultant. He has helped solar companies achieve their goals through his perspective, recruiting, coaching sessions and products. After his company was acquired by SunEdison, he decided to help people and serve others in Hawaii and across the globe. After his tenure with SunEdison, he founded SunHedge. SunHedge assists small...[more]

Chris Lord

Managing Director, CapIron, Inc.

Christopher J. Lord is the Managing Director of CapIron, Inc., a firm focused, among other things, on helping clients plan, structure and close financings involving renewable energy projects, including Distributed Generation and Utility-Scale Projects. Mr. Lord graduated from Cornell Law School, and practiced corporate law in firms, and in-house, for over 25 years. He...[more]

Free Preview - How to Get More Clients, Team Members And Profits for Your Solar Business

Course Outline #1 - Solar Executive MBA Training

Week 1 - Development Plan

What are the six most critical factors to consider for your project? This week, we will go through the stages of a development plan and provide a scheduling tool you can use to quickly assess if a prospective project will provide you with the necessary returns and help you manage risk. The six critical items are: site control, permitting, power offtake, project financing, interconnection, and engineering. We've discovered that these critical items are often overlooked or not properly prioritized. By not combing through this process early, many solar integrators, developers, and finance partners end up chasing too many deals, draining resources that could be put to better use. The week's homework assignment is to create a project development plan for a sample scenario, including as many relevant details as possible.

  • Video Lesson 1: Introduction to the Development Plan (Video - 02:33 minutes)
  • Video Lesson 2: Site Control (Video - 06:46 minutes)
  • Video Lesson 3: Permitting (Video - 06:48 minutes)
  • Video Lesson 4: Offtake (Video - 04:52 minutes)
  • Video Lesson 5: Finance (Video - 09:32 minutes)
  • Video Lesson 6: Interconnection (Video - 03:20 minutes)
  • Video Lesson 7: Engineering (Video - 04:18 minutes)
  • Video Lesson 8: Construction (Video - 05:25 minutes)
  • Homework Assignment (Video - 04:29 minutes)
  • Take the quiz for this week and earn a passing score (Quiz)
  • Audio Recording of Class Call, 10/25/19 (Audio .mp3)
  • Download: Sample Development Plan - Excel File (Download .xlsx)
  • Bibliography: Additional books and online resources (Download .pdf)
  • Upload Your Week 1 Development Plan Homework (Submit File)
  • Part 1, Tour of the Solar MBA Model: Overview and Dashboard (Video - 31:00 minutes)
  • Part 2, Tour of the Solar MBA Model: Unstructured (Video - 40:46 minutes)
  • Video Model Tour Part 3: Partnership Flip and Customer Analysis (Video - 51:37 minutes)
  • Zoom Class Call Recording - 05/21/21 (Video - 59:08 minutes)
  • Zoom Class Call Recording - 09/24/21 (Video - 57:04 minutes)
Week 2 - Sizing a Distributed Generation System and Economic Modeling Basics

This module, with an overview of project planning and our development plan exercise behind us, we are now ready to size the PV system and tackle the economic modeling to determine if the project is financially viable. This module's curriculum is divided into two lessons: The first lesson covers distributed generation sizing. We've created a sample distributed generation project for you to evaluate and provide a proposal for. You'll look at the electric bill and determine the actual energy usage from the demand usage at the facility to come up with a true cost per kWh for electricity for your proposal. With the Excel tool that is provided, you'll figure out how much solar you can put on the roof of the building and how much energy the system will create. The second lesson covers economic modeling. We cover some basic commands, formulas and functions within Excel that will enable us to build a successful financial model of our proposed PV system. Once we are comfortable with these basic commands, formulas, and functions, we will graduate to our demo solar PV project model. Using this fully functional model as our guide, we will take a close look at planning and structuring a solar PV model, including some basic good housekeeping practices and organization. We will then take an in-depth tour to see how the individual modules and worksheets come together to create a look at the unstructured economics of a project and how a partnership flip works for such a project. We will focus for a close up look at the debt module, depreciation module and calculation of internal rate of return (IRR) and net present value (NPV).

  • Video Lesson 1: Introduction to Sizing Distribution System (Video - 03:54 minutes)
  • Video Lesson 2: The electric bill (Video - 05:11 minutes)
  • Video Lesson 3: Excel Modeling your Distributed Generation System (Video - 06:36 minutes)
  • Video Lesson 4: Examining Costs for a Distributed Generation System (Video - 05:30 minutes)
  • Video Lesson 5: Labor Tracking (Video - 06:09 minutes)
  • Week 2- Homework Assignment- Cost Modeling - Distributed Generation System (Download .pdf)
  • Week 2- Excel File Download- Cost Modeling - Distributed Generation System (Download .xlsx)
  • Homework - Week - 2 - Distributed Generation PDF (Download .pdf)
  • Week 2- Electric Bill - Download (Download .pdf)
  • Submit Your Homework (Submit File)
  • Support Material: Modeling Basics Overview (PDF) (Download .pdf)
  • Video Lesson 4 - Modeling Basics Overview Video (Video - 09:36 minutes) Preview
  • Video Lesson 5 - Modeling Basics Part 2 Video (Video - 15:12 minutes)
  • Video Lesson 6 - Modeling Basics Part 3 Video (Video - 22:37 minutes) Preview
  • Video Lesson 7 - Demo PV Model Overview Video (Video - 17:40 minutes)
  • Video Lesson 8 - Demo PV Model Part 2 Video (Video - 17:49 minutes)
  • Video Lesson 9 - Demo PV Model Part 3 Video (Video - 14:05 minutes)
  • Support Material - Commands and Formulas for Solar Modeling Accompanies Video Modeling Basics (Download .xlsx)
  • Support Material - Demo PV Project Model Accompanies Video Demo PV Model (Download .xlsx)
  • Homework - Week - 2 PV Project Modeling Assignment PDF (Download .pdf)
  • Homework - Week - 2 PV Project Modeling Template Excel Model Template Homework (Download .xlsb)
  • Homework: Upload your PV Project Model Here (Submit File)
  • Take the quiz for this week and earn a passing score (Quiz)
  • Audio Call Recording Class 02/28/20 (Video)
  • Modeling More Advanced Material - Shortcuts, 4 Functions and 1 Tool (Video - 41:53 minutes)
  • Modeling Basic Support - 11 Functions (Video - 52:27 minutes)
  • Excel Support Material: Basic Modeling (Download .xlsx)
  • Excel Support Material: More Advanced Shortcuts, Function & Tool (Download .xlsx)
  • SolarMBA v2.1 Demo Solar PV Project Model (Download .xlsb)
  • Homework Template for Demo Solar PV Project Model (Download .xlsb)
  • Zoom Class Call Recording - 05/28/21 (Video - 51:59 minutes)
Week 3 - Risk Management and Budgeting

Solar developers often win jobs due to their allocations of labor, overhead, and profits. What if there was a way to identify, measure, track and know these key performance indicators and share them with your team? In the first part of this week's lesson, we go deep into your company's labor, overhead, and budgeting to give you a sense of what your costs are and how you can manage them and make adjustments. As you continue to develop your understanding of how to model the project economics using your completed (or in-process) demo model, you will look at the various project incentives and subsidies available to solar projects around the country. There are four main categories: federal tax, state tax, direct incentives, and solar renewable energy certificates (SRECs). We will also familiarize ourselves with the Database of State Incentives for Renewables & Efficiency (DSIRE) and touch upon feed-in tariffs. To conclude the week, we will consider how how prospective investors value a project and the implications of their methods.

  • Video Lesson 1: Introduction to Budgeting Your Business (Video - 03:30 minutes)
  • Download: Budgeting Excel File Template- Uses Macros (Download .xlsm)
  • Video Lesson 2: Budgeting Labor (Video - 04:55 minutes)
  • Video Lesson 3: Labor Productivity (Video - 05:25 minutes)
  • Video Lesson 4: Overhead- Introduction (Video - 05:19 minutes)
  • Video Lesson 5: Overhead- Advertising (Video - 02:32 minutes)
  • Video Lesson 6: Overhead- Professional Services (Video - 02:28 minutes)
  • Video Lesson 7: Overhead- Training (Video - 02:43 minutes)
  • Video Lesson 8: Overhead- Summary- Allocation (Video - 02:26 minutes)
  • Video Lesson 9: Overhead- Cost Summary (Video - 04:30 minutes)
  • Video Lesson 10: Overhead- Minimum Labor Goals (Video - 05:23 minutes)
  • Video Lesson 11: Company Breakeven (Video - 05:14 minutes)
  • Video Lesson 12: Gross Margin - Company Annual Budget (Video - 08:18 minutes)
  • Video Lesson 13: Consulting-Commisions-Sales-Tool (Video - 03:14 minutes)
  • Download: Consulting-Commission-Excel File Template (Download .xlsx)
  • Homework - Budgeting PDF (Download .pdf)
  • Video Tutorial: File Uploads (Video - 03:17 minutes)
  • Submit your Week 3 homework: Click here to upload your file (Submit File)
  • Video Lesson 9 - Incentives Part 1 Video (Video - 30:27 minutes)
  • Video Lesson 10 - Incentives Part 2 Video (Video - 22:28 minutes)
  • Video Lesson 11 - Valuation Video (Video - 18:12 minutes)
  • Video Lessons 9 & 10 - Outline PDF for Incentives (Download .pdf)
  • Video Lesson 11 - Outline PDF for Valuation (Download .pdf)
  • Support Material: Excel Model Depreciation Example (Download .xlsx)
  • Take the quiz for this week and earn a passing score (Quiz)
  • Audio Recording of Class Call, 11/08/19 (Audio .mp3)
  • Solar Federal Tax Incentives - Tax Credit (Video - 22:07 minutes)
  • Solar Federal Tax Incentives - Depreciation (Video - 23:36 minutes)
  • Solar Federal Program - PURPA (Video - 27:05 minutes)
  • Incentives State Incentives Part 1 - State Tax Incentives (Video - 23:53 minutes)
  • Incentives State Incentives Part 2, Cash Grants, PBI & FIT (Video - 20:07 minutes)
  • Incentives State Incentives Part 3 - RPS/REC Prog. & Net Metering (Video - 36:30 minutes)
  • Incentives State Incentives Part 4 - RPS Programs, Community Solar (Video - 29:33 minutes)
  • Full working Solar and Load Analysis Model (Download .xlsx)
  • Class Call Recording - 10/01/21 (Video - 59:55 minutes)
Week 4 - Request for Proposal (RFP) and Financing Strategies

This week, you will learn about request for proposal (RFP) process and respond to a sample RFP. RFPs are put out for many projects and understanding the requirements of an RFP and if you can meet them is critical to your success. In addition, we will cover solar PV financial structures, specifically the partnership flip, sale-leaseback and pass-through lease (sometimes referred to as the inverted lease). We will also take a look at risk management in the context of project financing. Specific topics include insolation risk, leverage and credit risk. You will receive a sample RFP document and an Excel model for calculating leverage on a deal.

  • Video Lesson 1: RFP- Intro (Video - 04:24 minutes)
  • RFP- Solicitation Document- Download (Download .pdf)
  • Video Lesson 2: RFP- Overview (Video - 06:27 minutes)
  • Video Lesson 3: RFP- Requirements (Video - 06:55 minutes)
  • Video Lesson 4: RFP- Project Team - Qualifications (Video - 07:22 minutes)
  • Video Lesson 5: RFP- System Design (Video - 06:34 minutes)
  • Video Lesson 6: RFP- Minimum Requirements (Video - 05:50 minutes)
  • Video Lesson 7: RFP- Award (Video - 11:47 minutes)
  • Video Lesson 8: RFP- Insurance (Video - 06:02 minutes)
  • RFP-Guidelines- Homework PDF File (Download .pdf)
  • Upload RFP Response (Submit File)
  • Video Lesson 3 - Structures: Partnership Flip Video (Video - 34:34 minutes)
  • Video Lesson 4 - Structures: Sale Leaseback Video (Video - 16:32 minutes)
  • Video Lesson 5 - Structures: Lease Pass-Through Video (Video - 20:23 minutes)
  • Support Material Lesson 3-5 Lecture Notes PDF for Solar PV Structures (Download .pdf)
  • Video Lesson 6 - Risk Management: Insolation Video (Video - 25:11 minutes)
  • Video Lesson 7 - Risk Management: Leverage Video (Video - 32:22 minutes)
  • Support Material Lesson 7 - Leverage Example Excel Spreadsheet - Leverage Example (Download .xlsx)
  • Video Lesson 8 - Risk Management: Credit Risk Video (Video - 10:34 minutes)
  • Support Material Lessons 6-8 Lecture Notes - Risk Management (Download .pdf)
  • Homework Class 4 - Modeling: PDF with Modeling Assignment (Download .pdf)
  • Upload Your Solar PV Model Homework Assignment (Submit File)
  • Audio Recording of Class Call, 11/15/19 (Audio .mp3)
  • Zoom Class Call Recording - 02/19/21 (Video - 01:02:51 hours)
Week 5 - Contract Document Explanation - Video Lessons - Why, What, How and Who Explained

As you expand your solar business, legal and contractual documents will become vital to your risk management and general strategy. These may include: letter of intent (LOI), land lease, memorandum of understanding (MOU), power purchase agreement (PPA), site lease, special purpose entity (SPE), operation and maintenance (O&M) agreement, engineering, procurement, and construction (EPC) agreement, etc. This week, we will provide sample documents for your reference, walk you through the essential elements of the documents, and share anecdotes and perspectives about what they are and how you will use them. An outgrowth of your development plan must be a resource management plan. An important part of a resource management plan is recognizing what work is best done internally versus externally. We'll spend some time discussing how to manage employees and contractors. This is a critical consideration because it's how you'll spend all of your time once you get a project approved.

  • Video Lesson 1: Introduction to a LOI (Video - 05:17 minutes)
  • LOI- Sample- Download (Download .docx)
  • Video Lesson 2: Introduction to a MOU - Part 1 (Video - 07:28 minutes)
  • MOU- Land Lease- Sample- Download (Download .docx)
  • Video Lesson 3: Introduction to a MOU - Part 2 (Video - 06:43 minutes)
  • Video Lesson 4: Introduction to the SEIA PPA- C&I - Part 1 (Video - 05:18 minutes)
  • SEIA- PPA- C&I - Download (Download .pdf)
  • Video Lesson 5: Introduction to the SEIA PPA- C&I - Part 2 (Video - 09:38 minutes)
  • Video Lesson 6: Introduction to the SEIA PPA- C&I - Part 3 (Video - 07:17 minutes)
  • Video Lesson 7: Introduction to the SEIA PPA- C&I - Part 4 (Video - 08:02 minutes)
  • Video Lesson 8: Introduction to an Operations & Maintenance Agreement (Video - 09:05 minutes)
  • Video Lesson 14 - Overview & SPE Video (Video - 24:28 minutes)
  • Video Lesson 15 - PPA Video (Video - 44:42 minutes)
  • Document - Lesson 15 - Form of PPA (Download .doc)
  • Document - Lesson 16 - O&M Form of O&M (Download .doc)
  • Video Lesson 17 - EPC Video (Video - 30:40 minutes)
  • Document - Lesson 17 - EPC Form of EPC (Download .doc)
  • Lecture Notes - Lessons 14-17 Lecture Notes (Download .pdf)
  • Take the quiz for this week and earn a passing score (Quiz)
  • Class Call 5 Recording (Audio .mp3)
  • NREL- Commercial- PPA- Download (Download .docx)
  • Zoom Call Recording - 13NOV20 (Video - 55:09 minutes)
  • Zoom Call Recording - 20NOV20 (Video - 57:45 minutes)
Week 6 - Putting It All Together

This week, we will walk through our completed models, summarize where we got our data and how we used it, and assess the strength and financial value of our proposed project. We will also stitch together the economic model, cost modeling, and development plan to give you one place to determine system price to make it flow to the modeling. We will also answer any lingering questions from the the previous five weeks of the course.

  • Video Lesson 1: Putting It All Together (Video - 05:33 minutes)
  • Excel File - Download- Financial Model (Download .xlsb)
  • Lesson - 2 - Summary Model Review (Video - 42:41 minutes)
  • Video Lesson - 3 - Partnership Flip: Supplemental Material on Fine Tuning the Flip Video (Video - 17:15 minutes)
  • Role of Appraisal and Cost Segregation Analysis in a Renewable Energy Project (21 minutes) (Audio .mp3)
  • Take the quiz for this week and earn a passing score (Quiz)

Course Outline #2 - Marketing Mastery Masterclass

Module 1 - Who is Your Client? The Buyers Journey

This week will get you focused on thinking about your clients in new ways. As Joseph Campbell coined the phrase - "The Hero's Journey", let's walk through how a buyer goes through the process of interest to decision to work with you. It can be said that everything your client does or doesn't do, revolves around a story (same for you as well). If you want to know what is driving their behavior (and yours), watch this series.

  • Who Is Your Client (Video - 55 seconds)
  • The Buyers Journey - Download (Download .pdf)
  • The Buyers Journey - Download # 2 (Download .pdf)
  • The Buyers Journey - Introduction (Video - 46 seconds)
  • The Buyers Journey - Video 1 (Video - 05:03 minutes)
  • The Buyers Journey - Video 2 (Video - 04:04 minutes)
  • The Buyers Journey - Video 3 (Video - 04:50 minutes)
  • The Buyers Journey - Video 4 (Video - 04:53 minutes)
  • The Buyers Journey - Video 5 (Video - 03:51 minutes)
  • The Buyers Journey - Video 6 (Video - 02:36 minutes)
Module 2 - Copywriting, Google, Testimonials

Copywriting is distilled down to person to person communication. Let's see how this works in things you purchase and why it is so powerful to speak to one person and not everyone. Google are the masters of communication. In all their might, is simplicity. Learn how they talk to you in subtle, yet powerful ways. Testimonials - Why are they important? Today if you have a smart phone, its never been easier. And here's why.

  • Copywriting- Introduction (Video - 51 seconds)
  • Copywriting- Download (Download .pdf)
  • Copywriting Framework- Download # 2 (Download .pdf)
  • Copywriting- Download - Overview (Download .pdf)
  • Copywriting- Video - 1 (Video - 04:59 minutes)
  • Copywriting- Video - 2 (Video - 04:49 minutes)
  • Copywriting- Video - 3 (Video - 04:30 minutes)
  • Copywriting- Video - 4 (Video - 03:57 minutes)
  • Copywriting- Video - 5 (Video - 04:28 minutes)
  • Copywriting - Video 6 (Video - 04:01 minutes)
  • Google- Introduction (Video - 43 seconds)
  • Google- Download (Download .pdf)
  • Google- Video - 1- WWHN (Video - 07:00 minutes)
  • Testimonials- Introduction (Video - 46 seconds) Preview
  • Testimonials- Download (Download .docx)
  • Testimonials- Video - 1 (Video - 07:01 minutes)
Module 3 - Your Team, Recruiting & Hiring

As we look at the second pillar of your goals, after your clients, is your team. This section will look at finding the best, leading them and making leaders out of them. How to attract the right person for the role? Often it comes down to what you say and how you say it.

  • Recruiting- Introduction (Video - 55 seconds)
  • How To Hire - Download (Download .pdf)
  • The Hiring Guide- Video - 1 (Video - 04:16 minutes)
  • The Hiring Guide- Video - 2 (Video - 04:33 minutes)
  • The Hiring Guide- Video - 3 (Video - 04:14 minutes)
  • The Hiring Guide- Video - 4 (Video - 04:14 minutes)
  • The Hiring Guide- Video - 5 (Video - 04:20 minutes)
  • The Hiring Guide- Video - 6 (Video - 04:41 minutes)
  • The Hiring Guide- Video - 7 (Video - 05:06 minutes)
  • The Hiring Guide- Video - 8 (Video - 05:03 minutes)
  • The Hiring Guide- Video - 9 (Video - 04:33 minutes)
  • The Hiring Guide- Video - 10 (Video - 03:31 minutes)
  • The Hiring Guide- Video - 11 (Video - 03:30 minutes)
Module 4 - Systems For Business

One of the most challenging things about any business is creating systems. Things that are stuck in someone's mind that they do every day, often without thinking about them. They become habits. Unfortunately, when companies hire new people to take over a role, they have to constantly ask the original person (often the owner of a company in the early days) what to do. Wouldn't it be better to have a detailed process template to refer to? Here it is!

  • Customer Service (Download .docx)
  • Client Service - Video 1 (Video - 04:11 minutes) Preview
  • Client Service - Video 2 (Video - 04:14 minutes)
  • Client Service - Video 3 (Video - 03:34 minutes)
  • Client Service - Video 4 (Video - 04:00 minutes)
  • Client Service - Video 5 (Video - 03:59 minutes)
  • Client Service - Video 6 (Video - 04:13 minutes)
  • Client Service - Video 7 (Video - 04:55 minutes)
  • Client Service - Video 8 (Video - 03:24 minutes)
  • Client Service - Video 9 (Video - 02:57 minutes)
Module 5 - Ad Writing

In order to attract the right people to our organization, we need to write compelling ads. This module walks you through ad writing.

  • Ad Writing- Introduction (Video - 54 seconds)
  • Ad Writing- Download (Download .docx)
  • Ad Writing- Download # 2 - CAFA (Download .pdf)
  • Ad Writing- Video - 1 (Video - 06:59 minutes)
  • Ad Writing- Video - 2 (Video - 06:53 minutes)
  • Ad Writing- Video - 3 (Video - 09:20 minutes)
Module 6 - Storytelling and Journalism

Since we were first able to read or be read to by our parents or siblings, storytelling has captured our imagination. This has expanded to novels, movies and all forms of communication. It is a must for making an emotional connection to your audience. We also see this in journalism in the print media and in the news.

  • Storytelling - Introduction (Video - 53 seconds)
  • Storytelling - Video - 1 (Video - 05:06 minutes)
  • Storytelling - Video - 2 (Video - 05:43 minutes)
  • Storytelling - Framework- Download (Download .pdf)
  • Journalism- Video - 1 (Video - 05:02 minutes)
  • Journalism- Video - 2 (Video - 05:18 minutes)
  • Journalism- Video - 3 (Video - 05:06 minutes)
  • Journalism- Video - 4 (Video - 04:17 minutes)
  • Journalism- Download (Download .pdf)
  • Marketing Calendar- Introduction (Video - 44 seconds)
  • Marketing Calendar- Video - 1 (Video - 03:40 minutes)
  • Marketing Calendar- Video - 2 (Video - 04:25 minutes)
  • Marketing Calendar- Download (Download .xlsm)
Module 7 - Bonus Module: Flat Rate Pricing, Customer Acquisition Costs, Sales Strategies

Eat at a restaurant- do they charge by the hour? How about when you buy a refrigerator? Let us show you how you can FRP in your business. Customer Acquisition Costs - As the industry has known, this number is excruciatingly high. How can we bring it down? This lesson will offer some insights. Sales Strategies - While every company has different strategies for O&M, here are a few ways to approach it.

  • Flat Rate Pricing- Introduction (Video - 45 seconds) Preview
  • Flat Rate Pricing- Download (Download .xls)
  • Flat Rate Pricing- Video - 1 (Video - 03:40 minutes)
  • Flat Rate Pricing- Video - 2 (Video - 03:23 minutes)
  • Flat Rate Pricing- Video - 3 (Video - 03:43 minutes)
  • Customer Acquisition Costs- Introduction (Video - 43 seconds)
  • Customer Acquisition Costs- Guidelines (Video - 05:22 minutes)
  • Sales Strategies - Overview (Video - 06:58 minutes)
Free Preview - How to Get More Clients, Team Members And Profits for Your Solar Business

Students who took this course also took

Solar Executive MBA Training

Rigorous, hands-on business training for solar professionals. Learn all of the skills to finance the commercial solar projects in your pipeline. Includes Excel modeling, legal documents, individual feedback, and weekly conference calls.

Financial Modeling for Solar PV Projects

This is a unique and intensive hands-on course on modeling distributed generation solar PV projects. The course includes sample models of an unstructured income statement, a partnership flip, and a sale-leaseback.

Marketing Mastery Masterclass

This intensive course covers marketing basics to advanced strategies. Get more business, more qualified clients, attract the right people to your orbit and make a lot more money. Learn the specific strategies and tactics I used to grow my solar business.