In 2023, solar power was responsible for a record 16 percent of Australia’s electricity, more than double the total for a decade earlier. It placed the country first on the global list of per capita solar generation, with 1,810 kilowatt-hours being generated for each person. A third of all Australian homes now have solar panels, and another 300,000 homes are adding them each year.
But there’s a long way to go if the country is to meet its target of net zero emissions by 2050.
The University of New South Wales estimates that, by that date, energy from the sun will have to supply more than half of Australia’s energy needs. So the unparalleled rapid growth of residential and commercial rooftop photovoltaic systems will have to continue at an even faster pace.
“Our reputation in the industry consistently leads us to be the preferred partner for significant government contracts.”
In Western Australia, the solar revolution is already gaining momentum, and the state’s biggest supplier, Perth-based Solar Naturally, accounts for an impressive 10 percent of the state’s solar market. Since its inception in 2008, the company has expanded its reach across Australia, establishing a strong presence in multiple capital cities nationwide.
Its teams of certified electricians have installed panels for more than 60,000 commercial and residential clients, winning a slew of industry awards along the way.
To date, it has generated over US$250 million in revenue – including a record US$34 million in 2023 alone – making it the fifth largest company of its kind nationally and twice winning it a place in the Australian Financial Review Fast 100 list.
Its average rating of 4.6 stars from over 1,000 Google reviews is a testament to a commitment to quality workmanship and customer service instilled by its Founder and CEO, Heuson Bak.
Spectacular rise
Since launching Solar Naturally, Bak has been named in Business News Australia’s list of the Top 100 Entrepreneurs for the past two years, as well as winning its 40 Under 40 award. He is also one of this year’s finalists for CEO of the Year Energy & Mining in The CEO Magazine’s Executive of the Year Awards.
“Our reputation in the industry consistently leads us to be the preferred partner for significant government contracts,” Bak says.
“It highlights our credibility and solidifies our standing as a dependable organization among major developers. Through a series of high-profile projects, we’ve showcased our expertise, reliability and trustworthiness.”
Fast Facts
Year company was founded: 2008
Number of employees: 140+
Revenue: Over US$32.8 million
Bak has also earned a reputation for staying at the industry’s ever-evolving cutting edge.
“There are constant changes in technology, government policy, regulations and product capabilities, so we have to stay ahead of the game as the landscape changes,” he explains.
“That means adapting swiftly and strategically, and always prioritizing quality and innovation so we save our customers as much money as possible.”
Solar Naturally is certainly achieving that, as its advanced products are so energy efficient that most homeowners find they typically pay for themselves in fewer than three years. As the systems last around 30 years, the savings can be enormous.
The company is also at the forefront of new battery technology, which is expected to supercharge the solar energy sector in the coming years.
“Through our extensive market research, speaking with our customers and installing high-quality products, we are well placed to take advantage of this growth,” Bak notes.
Distinct culture
Bak attributes a large part of his organization’s success to Solar Naturally’s culture. This culture is built upon five core values that define the company’s identity and guide its operations.
The first value is ‘Bring Wow’, which captures the company’s dedication to going above and beyond to impress and delight its clients. ‘Only the Best’ reflects its commitment to excellence and refusing to settle for mediocrity in any aspect of its work. ‘Be Passionate’ emphasizes that genuine enthusiasm is key to achieving success, while ‘Accountability’ promotes a culture of ownership, urging team members to take proactive action without delay. Finally, ‘Will to Win’ embodies Solar Naturally’s relentless determination to explore every option in pursuit of success.
“These values are more than just guiding principles, they are the driving force behind our recruitment philosophy,” Bak explains.
“We prioritize passion and cultural fit over solely looking at accomplishments on a resume.”
“We prioritize passion and cultural fit over solely looking at accomplishments on a resume, confident that with the right mindset, we can train anyone to thrive in their role.
“By emphasizing cultural alignment and a collective commitment to these principles, we have cultivated a cohesive, motivated and resilient team. This distinctive culture is a fundamental pillar of our achievements. Without it, our rapid growth and remarkable success would not have been possible. It empowers us to overcome challenges and continually strive for excellence, solidifying our position as a leader in the industry.”
High-performance mindset
Despite the company’s incredible growth, Bak remains focused on passion and positivity as the keys to effective leadership.
“The best piece of leadership advice I’ve ever received is, ‘Do something that you genuinely love and your enthusiasm will radiate to those around you,’” he reveals.
“When you genuinely care about your work, it not only motivates you but also inspires your team to invest their best efforts.”
Another valuable perspective Bak brings to the company is his appreciation for and commitment to diversity.
“As someone of Singaporean heritage who grew up in Australia, I have a profound appreciation for the crucial role diversity plays, especially in such a multicultural society,” he says.
“For me, diversity is far more than a buzzword. It’s a foundational element that propels innovation, fosters creativity and enhances the exchange of ideas. By embracing those principles, organizations can adapt and grow and achieve substantial positive changes.”
“At Solar Naturally, our teams contain individuals of varied ages, cultural backgrounds, outlooks and lived experiences.”
However for Bak, it’s essential this not merely be a superficial nod to inclusivity to appease external stakeholders.
“It necessitates a strategic approach that incorporates experts from vastly different backgrounds across every single department,” he states firmly.
“Ensuring that every aspect of the business utilizes insights based on knowledge gained from many sources is key. At Solar Naturally, our teams contain individuals of varied ages, cultural backgrounds, outlooks and lived experiences.”
United vision
That carefully curated internal culture extends to interactions with customers. Unlike most of its rivals, the company doesn’t commission subcontractors for installations, instead using fully qualified electricians who have been trained in-house.
“It’s crucial that my key personnel share the same goals and values, as they’re instrumental in fostering a united and productive team,” Bak confirms.
“Communicating our shared vision and beliefs to everyone in the company is paramount for achieving our collective objectives.”
“When you genuinely care about your work, it not only motivates you but also inspires your team to invest their best efforts.”
Bak insists that communication isn’t a one-way street, though.
“An essential part of my leadership style is actively listening to those around me. I purposefully assemble a team of individuals who excel in their respective fields and possess greater expertise than I do,” he says.
“It’s only by tapping into their insights and on-the-ground experiences that we can address challenges collaboratively and develop more effective and practical strategies.”
Given that rooftop solar is set to do much of the heavy lifting in the journey toward a net zero future, those challenges aren’t going to get any easier to overcome.
The ‘Clean Energy Australia Report 2024’ from the Clean Energy Council predicts small-scale solar panel systems will be central to the industry’s future success, and Bak looks forward to Solar Naturally continuing to play a major role in it.
