The best ideas come from frustration. If something bothers you so much that it keeps you awake at night, chances are it bothers thousands of others too. That’s your signal.
On this week’s Founder Friday, Dynamic Business talks to SolarCloud CEO and founder John Kennedy about his business journey from personal frustration to creating Australia’s first cloud-based solar platform.
For Kennedy, the revolutionary platform represents the answer to a deeply personal problem. “SolarCloud was born from a mix of frustration, curiosity and stubbornness. I wanted solar energy for my own home, but like millions of Australians I couldn’t get it,” explains Kennedy. “My roof had shade, I rented, and I moved every few years, all things that made traditional rooftop solar impractical.”
The realization hit me hard. Australia is one of the sunniest countries in the world, yet millions of people simply do not have access to sustainable energy due to their living situation.
“It didn’t make sense to me that something as simple and powerful as solar energy was only available to people with the ‘perfect roof’ and deep pockets,” he says.
Solar energy without a roof
That was the moment when Kennedy had his breakthrough. “Everything else in life has moved to the cloud, data, photos, music and even work. So why not solar?” he remembers. “Why couldn’t energy be portable, accessible and inclusive, just like other modern technologies?”
That one question became his obsession. Kennedy wanted to create a model that gave everyone a fair way to participate in the renewable revolution, whether they rented, lived in an apartment, or simply didn’t want panels bolted to their roof.
The result is a platform that allows anyone, anywhere, to invest in solar energy, hosted on rooftops around the world, and receive instant credits on every Australian energy bill. No installation required, no maintenance, no roof required.
Kennedy’s first major decision was to focus on accessibility before technology.
“Many clean energy startups get caught up in hardware and engineering, but I knew the real challenge wasn’t generating solar energy; it was giving people a way to access it,” he explains. “SolarCloud is designed to remove every traditional barrier: no need to own real estate, no large upfront investments and no installation.”
From day one, the team prioritized simplicity for the user. “If someone can buy a Netflix subscription, they can buy solar energy,” says Kennedy.
The regulatory preparatory work takes time
Another crucial decision was to establish a long-term regulatory foundation. With SolarCloud being the first of its kind in Australia, Kennedy had to ensure the company was compliant with energy and financial services legislation.
“Securing those licenses took more than six years, but it gave us the credibility and legal framework to grow safely and sustainably,” he says.
Then came the pilot testing phases, which for solar take at least a year to ensure performance in all seasons. “I wanted to create something that worked for everyday Australians, something simple, safe and reliable,” Kennedy adds.
What makes SolarCloud different is that it is solar without a roof. Every other solar company still relies on physical installation and real estate ownership. Kennedy completely changed the model by making solar cloud-based and effectively portable.
The platform uses rooftops around the world and allows everyday Australians to purchase solar energy in affordable increments. From there, credits are applied to their energy bill, regardless of provider.
“That means if you move homes or switch electric companies, your solar energy effectively moves with you,” Kennedy explains. “We also operate from the belief that clean energy must be flexible.”
Customers can start with just one cloud-based panel for $139 and increase their investment over time. Kennedy has seen this model resonate deeply with younger Australians, renters and those conscious of their carbon footprint but unable to install traditional systems.
Staying ahead comes from listening to people’s real energy frustrations. Rising electricity prices, unreliable feed-in tariffs and unaffordable batteries are major concerns.
“We designed SolarCloud to meet all three solutions and provide a lower-cost, maintenance-free alternative that works for anyone with an energy bill,” says Kennedy.
The team is now developing a virtual battery that will offer customers even more flexibility. “Their solar energy will credit their bill so they can relax and harness their energy at any time of the day or night. It is the next step in our mission to make renewable energy truly mobile and adaptable.”
Hearing ‘no’ a hundred times
The biggest challenge Kennedy faced was that no one had ever done this before. There was no blueprint for cloud-based solar. “In the beginning, I was told ‘you can’t do that’ more times than I can count, by energy experts, lawyers and even friends,” he recalls.
The regulatory side turned out to be incredibly complex. Kennedy had to navigate Australia’s energy laws, financial licensing requirements and international infrastructure partnerships all at once. “It took years of consultation, testing and legal preparatory work to ensure the model was compliant, transparent and scalable,” he says.
The second challenge was education. Because it is such a new concept, people had trouble believing it was real. “The idea that you can buy solar energy in the cloud and have it added to your bill sounds too good to be true,” Kennedy admits. “The only way to overcome this was to deliver real customer results, by showing people their lower bills month after month.”
There were also personal challenges. Finding a balance between innovation, regulation and family life has not been easy. Kennedy, who has two children who live with him full-time, admits there were times when giving up would have been the easier choice.
“But my two children have been my greatest source of strength. Their belief in the mission and their reminders that we are building a brighter future for them have helped me through the toughest times.”
The biggest lesson Kennedy learned is that perseverance is more important than perfection. “Innovation takes time. You can’t skip the basics, and you can’t rush trust,” he reflects. “Every ‘no’ you hear is just proof that you are doing something that hasn’t been done before.”
Keep the target front and center
You can build the most innovative product in the world, but if it doesn’t actually help people or solve a real problem, it won’t last.
Kennedy’s advice to aspiring entrepreneurs is simple: start with a real problem. “The best ideas come from frustration. If something bothers you so much that it keeps you awake at night, chances are thousands of others are affected by it too. That’s your signal.”
Second, he urges founders not to underestimate regulations and compliance. “If you’re moving into a heavily regulated area such as energy, health or finance, surround yourself with the right advisors early. It may slow you down at first, but it will save you years of trouble later.”
Third, keep your goal front and center. Entrepreneurship has its highs and lows, financing issues, skepticism and burnout, but a strong sense of purpose will get you through it. “For me, it’s about every Australian, no matter where they live, getting a fair chance to benefit from clean energy,” says Kennedy.
Finally, Kennedy has a blunt message for those who go into entrepreneurship for the wrong reasons. “If you’re doing it for the money or to be an entrepreneur because you think you can make a fortune, stick with your day job,” he warns.
“Remember, technology means nothing without people. You can build the most innovative product in the world, but if it doesn’t actually help people or solve a real problem, it won’t last. Always come back to empathy: what does the customer need and how can your idea improve his or her life? Is it easy to use on-demand in the modern world, right from your phone?”
For anyone just starting out, Kennedy offers this final piece of advice: “Be patient, be persistent, and be willing to hear “no” a hundred times before you hear “yes.” The world doesn’t need more ideas; we need people who are willing to help them through it.”
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