NON.energy
NON.energy reflects on their Birdhouse experience: “The program has equipped us with the tools to scale our company”
Roel Vaneeckhout, founder NON.energy
In a world where smart technology use is becoming more crucial than ownership, NON.energy is strategically positioning itself in the heat pumps and geothermal drilling market. "Following our participation in Birdhouse's 14th cohort, I'm confident that we now have the tools and resources needed to propel NON.energy to new levels of success," expresses co-founder Roel Vaneeckhout.
In case you haven’t heard of NON.energy yet, you might want to check them out. This innovative company is shaking up the sustainable energy game by offering subscription-based services that focus on top-notch hardware and customer care, instead of ownership. Their fresh approach to the heat pump and geothermal drilling market means that customers can cut down on electricity usage with a simple monthly subscription, making it super easy to be part of the energy transition.
Getting the focus and story straight
Time is the most valuable resource for any startup. Rapidly gaining traction paves the way for quicker sales, but maintaining focus is crucial to achieve that goal. "With our combined experience in construction and installations, we had a solid understanding of the industry," Roel recalls. "But running a startup involves more than that. In the early stages, we wanted to do everything at once," Roel admits. "Our initial strategy included dabbling in solar panels, charging poles, and various other projects."
"Achieving product-market fit and understanding your target audience is the foundation of a strong sales strategy," Roel notes. "With the help of Birdhouse, we refined our pitch, clarified our mission, and perfected our story." Through attending multiple workshops during the 12-week accelerator program, the NON.energy co-founders also sharpened their storytelling abilities, gaining valuable skills that can help them communicate their mission more effectively.
"With the help of Birdhouse, we clarified our mission, refined our pitch, and perfected our story."
Raising capital
Undoubtedly, NON.energy's refined pitching skills were pivotal in securing seed investment quickly. "I’m not going to sugarcoat anything — for early-stage startups, raising money is crucial," Roel emphasizes. "As we advanced, our story became more clear and our pitches more persuasive. The Birdhouse network thoroughly prepared us for pitching to investors. On demo day, the last day of the program, we successfully convinced two investors of the Birdhouse Ventures fund to join us, eventually also bringing in other business angels.”
“The NON.energy team showed resilience during their capital raising process, eventually resulting in a successful funding with a mix of financial investors and business angels with sector expertise.” said Vincent Jocquet, partner at Birdhouse Ventures.
In a joint effort led by investment fund Birdhouse Ventures and six business angels, a significant investment of 1.15 million euros was made into the sustainable energy startup.
“With this capital infusion, we are poised to scale our pioneering approach, making the transition to sustainable energy more accessible to a wider, more diverse range of customers,” Roel explains.
Balancing growth and personal life
Despite their recent investment success, Roel and his team aren't resting on their laurels. Even with a great investment secured, it remains important to be able to strategically steer a startup towards its next phase of growth. "I have to admit, my work-life balance has been a bit shaky lately," Roel confesses. "As a startup, we constantly face a multitude of challenges that often push our personal lives to the sidelines. It was comforting to have open discussions about this with other Birdhouse tribe members, as they truly understood our struggles."
