EP 78 · 2024-11-11 · 1:06:15
How Nova Scotia almost killed its solar industry — and the founder who fought back
A carpenter-turned-solar-founder on building Nova Scotia's solar industry from scratch.
JJ
⟶ The story, written up — a sharp read with every fact on the record. Or skip straight to the moments that matter, as clips.
// CHAPTERS — TAP TO JUMP THE PLAYER
0:05From carpenter to solar founder — Jennex's origin story: a Dartmouth carpenter who studied advanced energy-efficient housing at Algonquin College, ran a GC renovation company, then fell down a solar rabbit hole converting a 2016 cargo van and training at Solar Energy International in Colorado, landing home just as the 2018 solar homes rebate launched.4:53The environmental motivation and the 'magic switch' — His ecotourism/sea-kayaking roots fed an environmental drive; he frames solar as the last sustainability step after a tight envelope, and describes the satisfaction of commissioning a system and watching the meter spin backwards toward net zero.9:19Solar going mainstream (the heat-pump parallel) — How adoption shifted from one-in-a-hundred to common as trust, panel efficiency, and falling costs matured the market, mirroring the heat-pump industry's takeoff; the move to split focus between residential (~70%) and a growing commercial book.13:21Roof types, panels, and the economics of free fuel — Standing-seam metal and even asphalt shingle roofs as good solar substrates, mono vs poly cells, black-on-black aesthetics, bifacial panels, and why ~22% efficient panels with free fuel beat a 98% boiler burning paid fuel.16:58Why solar over wind: the long-term, no-moving-parts play — Comparing residential wind turbines (3-year warranties, moving parts, maintenance) to solar (25-year panel warranties, no maintenance), and why solar's financials hinge on long ownership horizons that frame his client conversations.22:54Energy is political: the NS Power system access charge fight — The January 2022 system access charge would have added ~$1,000/year to homeowners and 'totally killed' the industry; the sector banded together through Solar Nova Scotia advocacy, public outreach got it reversed, and the province created daylight between NS Power and residential solar rules.28:30The 'solar coaster', incentives, and supply chain — Rebates and financing (Canada Greener Homes Grant) that come and go with governments, the limited local sway over federal programs, advocacy through Solar Nova Scotia, and a Canadian-supplier strategy with local Dartmouth warehouses easing procurement post-pandemic.33:17Cash flow, recruiting, and 'we're a logistics company' — Bootstrapped with no big backers, cash flow as the chief constraint on bigger commercial jobs; lucky to attract mission-driven installers who stay; running two four-person crews around staged NS Power inspections, with a project coordinator because logistics is the real job.38:14Commercial projects and stacking incentives — Milestone jobs (Cook's honey plant, Sackville and Tatamagouche libraries), agriculture and fisheries funding streams via Efficiency Nova Scotia, the 30% Clean Technology Investment Tax Credit any for-profit can stack, and ballasted flat-roof systems needing engineering sign-off for added weight.43:05Business development and solar as building cladding — Partnering with big electrical contractors to be their solar go-to, getting in early with architects and engineers, and a first-of-its-kind solar-wall cladding project at 73 Tacoma in Cole Harbour that could open building-envelope solar with far more surface area.47:25The weight of the founder: family, fear, and finding your tribe — Growing ~25-28% year-over-year while raising young kids; the focusing force and pressure of dependents and 22 employees, learning to delegate, avoiding fear-driven decisions, and how EO Atlantic peer support kept him from quitting after one exceptionally bad year.58:51Batteries, net metering, and the East Coast climate — Why net metering means batteries aren't required (one-for-one grid exchange), where batteries do pay off (resiliency backup, commercial peak load-shaving), and why Nova Scotia's cool temps, decent sun, high power rates, and rain-cleaned panels make it as good a solar market as anywhere.
// THE INTRO
John Jennex, founder and CEO of Solar Ascent, traces his path from Dartmouth carpenter to pioneering one of Nova Scotia's first dedicated solar businesses, sparked by a 2016 camper-van build and courses at a Colorado solar school. He walks through the technical reality of residential and commercial solar in the Maritimes, the industry's politics (including the 2022 NS Power system access charge that nearly killed it), and the operator's grind of cash flow, logistics, recruiting, and growth at ~25% a year. Throughout, he's candid about the entrepreneurial weight of carrying a startup, a young family, and 22 employees, crediting peer support (EO Atlantic) and a strong team for keeping him in the game.
// THE LESSONS
See all 20 lessons ▸Position solar as the final sustainability step after a tight building envelope, not a substitute for insulation and good windows.
“we are kind of the last thing that you should be doing for your home if you want to make it as sustainable as possible”
Early in a new technology market, you must sell the category itself, not just your company; client education is the first job.
“we were also like trying to sell them on solar energy as you know an idea and a concept as well”
Adoption tips when efficiency, trust, and cost mature together; watch the heat-pump curve as a template for where solar is headed.
“solar panel efficiency hit a certain point where it was just like became easier for people to adopt”
Standing-seam metal roofs are ideal because clamps fasten to the seams with zero penetrations; have a solution ready for every roof type.
“if it's standing seam we don't have to penetrate ... they love not having to put any holes on this brand new expensive roof”
Sell on lifecycle economics: solar's 25-year warranties and no moving parts beat alternatives like wind turbines warrantied for only three years.
“the solar panels have warranties of 25 years ... most of the electronics are between 10 and 25 years”
In a politically charged market, a single regulatory change can wipe out your business; treat policy risk as core operating risk.
“it wasn't very well thought out at all like it would have just totally killed the solar industry”
Band together through an industry association and public outreach to reverse harmful utility policy; collective advocacy is leverage a single firm lacks.
“we banded together as an industry ... we were able to kind of put up enough of a stink ... and it all got reversed”
For a bootstrapped startup with no backers, cash flow is the binding constraint on scaling into larger commercial jobs.
“cash flow is a huge constraint because like I see a lot of potential for growth in this business but it's tough for us”
Equipment-heavy contractors must run a just-in-time procurement plan and a strong finance/logistics role to make payroll on long lead times.
“we've got an awesome finance manager and logistics guy ... it's a lot of just in time production but make it work”
Niche, mission-driven work attracts and retains talent in a labour shortage; promote from entry level rather than hiring senior outside.
“all of our upper level positions ... have all just been like folks that have started with an entry level position and then worked their way up”
Realize what business you're actually in; a solar installer is really a logistics company keeping the right people and gear moving.
“we're kind of a logistics company ... making sure that we have the right people the right gear in the right spots”
Stack incentives for commercial clients: the 30% Clean Technology Investment Tax Credit layers on top of industry-specific rebates.
“the clean technology investment tax credit ... you can get 30% back ... and then you can stack that on top of other rebates”
Win commercial work by becoming the solar go-to for big electrical contractors and getting in early with architects and engineers.
“if we can become the solar go-to for the big electrical contracting players then we make their life easy”
Treat solar panels as a building-cladding product; per-square-foot cost rivals ACM panels and walls add far more usable surface area.
“if you look at like an ACM panel versus a solar panel square footage cost it's pretty similar”
Flat-roof ballasted systems avoid membrane penetrations but add weight, so get engineering approval before committing.
“you need to have the engineering approval to say like yeah this roof can hold the extra 5 pounds of square foot”
Operate from focus, not fear; make small good decisions daily and don't quit, because fear-driven calls create bad outcomes.
“if you operate from a place of fear or stress or whatever you might start making poor decisions”
Find your tribe of fellow founders; peer support (EO Atlantic) can be the difference between quitting and surviving a bad year.
“I probably wouldn't still be doing this ... that probably would have been curtains for me if it wasn't the support”
Delegate to elevate; the entrepreneur's job is putting the right people in the right roles and working on the business, not in it.
“without delegating you can't ... delegate to elevate ... you can only do so much yourself”
Educate clients that net metering removes the need for batteries; reserve batteries for resiliency backup or commercial peak load-shaving.
“with net metering ... there's no real requirement for batteries”
Nova Scotia is a strong solar market: cool temperatures, decent sun, high power rates, and rain that cleans the panels for free.
“cool temperatures decent sun high power rates ... we're just as good here as they are in many other parts of the world”
// CLIPS FROM THIS EPISODE
Story · 2:57
“I had this idea of like okay I'm take this old cargo van and turn it into a camper”
Emotional · 6:00
“You can actually go and see that meter spinning backwards on somebody's house”
Framework · 7:54
“As the solar energy contractor we are kind of the last thing that you should be doing for your home”
Framework · 11:18
“We do relate it a little bit to the heat pump contractors”
Framework · 16:12
“We actually love asphalt shingles like as solar installers”
Hot take · 18:58
“They're all coming in at like 21 22% efficient these days”
Framework · 21:13
“The big kicker for me was just with solar there's no moving parts”
Story · 25:46
“They wanted to implement this system access charge but it wasn't very well thought out at all”
Hot take · 28:46
“Those first three years are really tough right and like you're carrying a vision forward”
Framework · 37:22
“We kind of had a realization earlier this year just like we're kind of a logistics company”
Framework · 40:04
“There's a tax credit it's called the clean technology investment tax credit”
Story · 45:04
“I don't believe that anybody's done done this specific thing”
Emotional · 51:34
“Early days I was like a bit of a cowboy, not having dependents I could take risks”
Hot take · 53:30
“It's also funny too cuz like if you operate from a place of fear or stress you might start making poor decisions”
Emotional · 56:30
“There's a real importance to like find your tribe kind of thing”
All 20 lessons from this episode, on one page.
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// FEATURED BUSINESSES
Solar Ascent
Locally owned Nova Scotia solar company that designs, permits, installs, and services grid-tied solar …
EllisDon Corporation
Employee-owned Canadian construction and building services company providing general contracting, cons…
EfficiencyOne
Independent, not-for-profit energy efficiency utility that operates the Efficiency Nova Scotia program…
EO Atlantic Canada
Atlantic Canada chapter of the Entrepreneurs' Organization (EO), a global peer-to-peer network exclusi…
Nova Scotia Power Inc.
Regulated, vertically integrated electric utility that generates, transmits, and distributes electrici…
Solar Nova Scotia
Volunteer, non-profit solar industry association for Nova Scotia. It unites the solar sector through n…
// FACT-CHECKED ✓ web-verified, with sources
✓ VERIFIED
The NS Power system access charge (January 2022) would have added approximately $1,000/year to homeowners with solar and 'totally killed' the solar industry.
The actual proposed charge was $8/kW/month; for a typical 10 kW system that equals $960/year — consistent with Jennex's ~$1,000 figure. The charge was proposed in late January 2022, delayed, then fully withdrawn by NS Power in early February 2022 after Premier Tim Houston signaled legislation to blo…
SOURCE ▸✓ VERIFIED
The sector banded together through Solar Nova Scotia advocacy and public outreach, got the charge reversed, and the province created daylight between NS Power and residential solar rules.
Multiple independent sources (CBC, National Observer, CanREA, Halifax Examiner) confirm: public/industry outcry + Premier Houston's intervention caused NS Power to withdraw the application. Solar Nova Scotia ran a GoFundMe for legal fees and led the advocacy campaign.
SOURCE ▸✓ VERIFIED
The 30% Clean Technology Investment Tax Credit is available for commercial solar and can be stacked on top of other rebates.
The federal 30% Clean Technology Investment Tax Credit is confirmed for eligible commercial solar installations by taxable Canadian corporations. It is stackable with provincial programs. The episode's characterization is accurate for commercial clients; the credit does not apply to individuals/home…
SOURCE ▸// COMPANIES & ORGS ✓ verified
Solar Ascent ▸John JennexSolar Nova Scotia ▸Nova Scotia Power ▸Efficiency Nova Scotia ▸EO Atlantic Canada (Entrepreneurs' Organization)Solar Energy International (SEI)EllisDon Corporation ▸Saint Mary's University Loyola Residence BIPV FacadeCanada Greener Homes Grant
// PROJECTS NAMED
Cook's honey plantSackville LibraryTatamagouche Library73 Tacoma solar wall (Cole Harbour)Dartmouth affordable housing buildSaint Mary's University Loyola Residence BIPV Facade
SOURCE: podscope · public episode data · vdhg-4rVWRk