What if the ITC tax credit disappearing isn't the end, but the beginning of solar's evolution? In this episode of The Solar Coaster, I sit down with Alex Herrera—founder of Sun Energy Today and true entrepreneur in the clean energy space—who shares his unfiltered journey from residential solar sales to building multiple businesses including finance platforms and commercial solar projects. Alex reveals how he started in Arizona's brutal solar market selling door-to-door in 120+ degree heat, pivoted through the industry's ups and downs, and is now navigating the post-ITC landscape with innovative financing solutions through EB-5 programs and alternative funding strategies. We dive into the reality of fraudulent solar companies that tainted the industry, why utility-scale projects need 60% equity to even get funding today, the grandfather clause trap that's affecting APS customers, and how commercial solar economics work when utilities aren't interested unless you're building 10+ megawatts. Alex also shares insights on working with family offices, law firms seeking hybrid opportunities, and why the strongest companies will survive while others get weeded out. Whether you're a solar entrepreneur pivoting your business model, an investor exploring alternative energy financing, or a professional wondering what's next for residential and commercial solar, Alex's candid perspective on market realities and emerging opportunities will challenge your assumptions and inspire new strategies.
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Website: https://ac.company/
LinkedIn: linkedin.com/in/atzael-herrera-84223436
Sun Energy Today: https://sunenergytoday.com/
Adam Energy Finance: https://adamenergyfinance.com/
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📚 About Host Anna Covert:
Anna Covert is the author of The Solar Coaster book and host of The Solar Coaster Podcast. With over two decades of experience in digital marketing and business strategy, Anna has worked with top-tier companies like Microsoft, Apple, and IBM, and leads Covert Communication, Hawaii's largest digital agency. She's also the author of The Covert Code – Mastering the Art of Digital Marketing. Through The Solar Coaster, Anna brings her expertise in storytelling and strategy to illuminate the human stories behind the solar industry's biggest challenges and victories.
Websites:
https://covertcommunication.com/
https://thecovertcode.com/
https://annacovert.com/
https://solarcoasterbook.com
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