In this insightful conversation, Nico Johnson of SunCast engages with Claire Broido Johnson and Josh Goldberg, two solar veterans trailblazing solutions in the unrated commercial solar market. With Claire leading Sunrock DG and Josh heading Sunstone Credit, they discuss how to unlock the vast, underserved segment of 150 kW to 5 MW commercial rooftops. The discussion dives into business model evolution, financing structures, and why now is the perfect moment for a solar commercial rooftop boom.
1. The Solar Landscape & The Messy Middle
Claire and Josh outline how the 150 kW–5 MW commercial solar market—long ignored—holds massive potential. While residential and utility-scale solar have matured, mid-size rooftops remain underserved. Now is the time to unlock them.
2. The Origin and Mission of Sunrock DG
Sunrock DG was built to empower EPCs to bring solar to small, unrated businesses. Their tools, pricing engine, and underwriting streamline project evaluation. The company enables local installers to close deals while managing backend risk.
3. Power Purchase Agreements: Yesterday & Today
Claire reflects on introducing the PPA model at SunEdison and how revolutionary it once was. Today, PPAs are essential for giving customers solar without capital expenditure. They offer price predictability and risk-free green energy access.
4. From Tech to Process: Why Sunrock Can Scale
Modern CRM systems, APIs, and automation tools are the reason Sunrock can do more with less. Compared to the early days of spreadsheets, today’s tech enables speed, accuracy, and scalability. The company is built to move fast without sacrificing quality.
5. Local EPCs and Hyperlocal Strategy
Understanding permitting, interconnection, and utility rules is key—and varies by region. Sunrock taps local EPCs for that knowledge while centralizing project financing and standards. This hybrid model offers both scale and agility.
6. The Matchmaker: Sunstone’s Role in Enabling PPAs
Josh shares how Sunstone Credit feeds deals to Sunrock when businesses want solar-as-a-service instead of loans. The two companies work together to serve the non-rated commercial segment. Their partnership bridges a critical financing gap.
7. Building a Capital Stack for Distributed Solar
Claire explains Sunrock’s use of tax equity and sponsor equity to finance projects without burdening EPCs. Milestone payments help EPCs manage cash flow. Their JV with Clean Capital and tax partnerships enable reliable deployment.
8. Storage, Resiliency & Grid Services
Sunrock is adding batteries to its offerings to improve resiliency and capture additional grid value. From demand charge management to VPP participation, battery integration is becoming a priority. A new EMS platform will soon enhance control and dispatch.
9. Scaling Through Delegation & Process
Claire offers operational advice: founders must let go, build processes, and empower teams. She emphasizes humility, listening, and focusing on high-leverage work. Delegation is not optional—it’s essential for scale.
10. Career Lessons & Solar’s Bright Future
From acid rain to Enron to solar PPAs, Claire’s journey is shaped by a passion for systems change. She underscores the value of financial literacy, mentors, and timing. Together, Claire and Josh are optimistic: distributed solar is just getting started.