Company: Solar Universe
Here comes another acquisition that underscores the importance — and challenge — of consumer outreach for solar retail service companies. California-based Solar Universe, which is building a franchise of solar installers, said Thursday it’s bought Gen110, a San Francisco startup that has built its business on door-to-door sales.
The purchase, which was completed last week, will complement the marketing strategies that Solar Universe has been employing, such as radio spots and web ads, said Joe Miller, senior vice president of business development at Solar Universe. Miller declined to say what the company paid for Gen110, which received an undisclosed amount of investment from Kleiner Perkins Caufield & Byers last year.
Gen110, founded in 2009, was one of a crop of companies that emerged in recent years to provide solar marketing services. It’s fitting that a growing and maturing industry will see the arrival of companies that offer narrower and more specialized services. Think about how PayPal built a successful online payment business when Internet commerce was taking off.