Boston Startup Interview: Ahmad Hodroj on Being “Team Sunshine”

Welcome to another edition of Boston Startup Interviews, where we connect with inspiring leaders who are shaping the future of their industries. Today, we’re excited to feature Ahmad Hodroj, Founder and CEO of Team Sunshine Construction. With a robust background in sales, marketing, and operations, Ahmad has made significant strides in various industries, including construction and renewable energy. 

Ahmad's leadership and vision have positioned Team Sunshine as a key player in the solar industry, delivering high-quality, integrated energy solutions across the New England region. 

Join us as we discuss Ahmad’s journey, the story behind Team Sunshine, and his insights into the dynamic renewable energy landscape.

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First of all, could you share a bit about your background and what inspired you to enter the startup world?

I graduated from college in 2016, and during my last year, I was working at Solar City, knocking on doors, selling solar, since 2015. Around the time I graduated, they cut the direct sales team, so I had to pivot. I briefly explored tech sales, but I had already been an entrepreneur during college, starting a couple of businesses, including network marketing.

After graduating, I realized tech sales wasn’t what I wanted, and the idea of working for myself was something I valued highly. A few months later, in late 2016, I stumbled upon the opportunity to start my own company in the solar space. It was the right place and time, and entrepreneurship was always something that attracted me.

Jumping into Team Sunshine—could you tell us more about it and the motivation behind its creation?

My first startup had a lot of success for a few years, but eventually, I parted ways with my business partners due to differences in direction. I floated around for a bit, and then a former employee reached out with an idea for Team Sunshine. The name came from a marketing perspective—“Do you want to be team gas, or oil, or do you want to be Team Sunshine for solar?” It was a great branding opportunity for us in the solar sales and marketing space.

We started the company about five years ago, and during COVID, we built the studio you see behind me. We began creating educational content about solar to reach our market. The New England area, especially Massachusetts, was an underserved market for solar, so it was a great opportunity to educate people.

What positive aspects or unique characteristics have you noticed about the Boston or Massachusetts startup ecosystem as a founder and CEO?

Massachusetts is a very business-friendly market, and in Boston, people tend to be open-minded about new ideas. You get a mix of East Coast traits—people work hard and move quickly, which is ideal for entrepreneurs. The fast pace, combined with open-mindedness, really helps the startup environment thrive here.

On the flip side, what challenges have you faced in the Boston market, and how has your company adapted?

It’s been challenging, especially when we started. We got this office space two weeks before COVID hit, and then all the installers we were working with shut down. But we pushed through, built out the office, and eventually, things opened up again.

One major challenge we faced was with contractors. We were growing our marketing and sales, but the contractors handling fulfillment were overwhelmed and lacked the quality we needed. So, after about two and a half years, we decided to start our own construction company, becoming fully vertically integrated. We realized we had to do it ourselves to ensure high-quality work and meet demand.

What do you see as the most significant trends or innovations in the renewable energy sector, and how is your team positioned to capitalize on them?

One major development has been the rise of microinverters in the solar space. Traditionally, with solar, if one panel goes out in a string system, the whole system can go down, like old Christmas lights. Microinverters isolate each panel, so if one is shaded or malfunctioning, the others keep working. This is especially useful in New England, where we have a lot of trees, shading, and cloudy weather.

Another big trend is battery storage. Batteries are becoming more efficient and affordable, allowing more flexibility. If you have battery backup with solar, you can keep essential loads running even during power outages. This resilience will be huge in the coming years, especially with the rise of virtual power plants.

I’m originally from Uruguay, and there you can have a micro-generator plugged into the utility grid, so you don’t need batteries. You give energy when you produce, and you take energy when you need it, like at night. I’m not sure if that’s available across the US.

Yeah, that’s a concept we call net metering. It’s utility-specific, though. Each utility company has its own net metering laws.

Some allow what’s called one-to-one net metering. So, if you produce an extra 10 kilowatt hours a day that you don’t use, you send them back to the grid. Someone else uses them, and you get credited for the 10 kilowatt hours. Massachusetts has this in the majority of utilities, making it a very friendly system. But during peak times in the summer, when the grid gets overloaded, utilities need more power. If you have a battery and are signed up for certain incentive programs, the utility company will pay you to store power and discharge it into the grid when needed.

This is becoming more common because it costs utilities less to discharge your battery and pay you than to source power during those peak hours. It’s great that Uruguay has a similar system.

Yeah, they only have one utility, and it’s state-owned. You can’t produce more than you use, though. If you do, they’ll fine you. You really have to balance it so you don’t pay anything and don’t overproduce.

Yeah, it's similar in Massachusetts. You have to apply for an interconnection when you install solar. They’ll look at your bill and the past 12 months of usage. Most utilities have caps—100%, 110%, or 120% of your usage. They won’t pay you for extra power; they’ll give you credits on your bill. So, if you produce more in the summer, you save those credits and use them in the winter.

It’s a great system. I’m Lebanese, and we have one of the worst electric grids in the world. Over there, there’s no net metering. If you have solar, you need your own battery backup because any extra power you produce goes to waste.

Does net metering work for wind power too, or just solar?

I’m not too familiar with wind power. It’s usually on a utility scale, not residential. Big commercial companies build wind farms and have contracts with utility companies. These companies often have what’s called off-takers—businesses or homeowners who sign a 20-year contract to buy electricity at a set price. That’s how they get net metering and interconnect with utilities.

What inspired you to focus on renewable energy, and how do you shape the vision for Team Sunshine Construction?

That’s a great question. I fell into the right place when I started working at Solar City. I loved it. When I had the chance to start my own business in solar, I couldn’t say no.

What I love about solar is that it’s a win-win-win for everyone. Whether you care about the environment or just want to save money and build equity in your home, solar benefits you. It’s great for people who care about the environment, and it’s great for people who just want to be financially responsible. The environment wins, your wallet wins, and your home’s value increases.

Before solar, I was in sales, selling mortgages and financial products. Sometimes it was good for people, sometimes it wasn’t. But with solar, it’s always a win for everyone. We recently got certified in Massachusetts for renewable energy, and we also do HVAC and heat pumps. For my own house, I replaced an oil tank with all-electric everything—heating, cooling, water heating. My electric bill is zero, and it’s all covered. I’m a consumer of my own product, and everybody wins—the environment, the homeowner, the business owner, and there are tax benefits too.

The idea behind Team Sunshine is to help people make good decisions, improve their homes and lives, and help the environment. Everyone benefits.

Looking to the future, what are your strategic goals for the company by the end of 2024 and beyond?

Great question. The last few weeks, I’ve been on the phone non-stop because we’re installing a lot of projects in Illinois. That’s been a big focus, though I’m not sure how long we’ll stay there. We’re also expanding into Pennsylvania, looking to get a warehouse and start installing projects there.

We’re currently in the six New England states—Massachusetts, Rhode Island, New Hampshire, Connecticut, Vermont, and New Jersey. Pennsylvania is our big focus for the end of the year.

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Ahmad's dedication to innovation and sustainable growth has not only positioned Team Sunshine as a market leader but also exemplifies the spirit of entrepreneurship that defines the Boston startup ecosystem. As Team Sunshine expands and explores new markets, we look forward to seeing the positive changes Ahmad and his team continue to bring to the industry.

Are you a CEO or founder in the Boston area? We’d love to hear your story. Reach out to be featured in our series and share your insights with the community.

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