Reservations About EVs and Solar?

This startup asks you to have an open mind.

A 40-minute drive in the country is not the same as a 40-minute drive in the city. Azure-blue skies scattered with cartoon clouds stretched above us, and a mosaic of golden, green, and earthen fields sprawled beside us. The air was warm and fresh with the grassy smell of a recent cutting nearby. A long, smooth, quiet road curved and dipped until we came to a small cluster of balloons that marked the entrance to our destination. We parked on a patch of grass by a small “event parking” sign and stepped out.

I had dragged my parents along since I had been visiting them nearby (40 minutes away – country time) and we stretched and paused a moment to survey the area and figure out a plan of attack. As it turned out, no plan was needed as we were quickly greeted by a young, enthusiastic, friendly guy in khakis and a Reserve Power Reserve Power polo. He turned out to be Ethan Cho , CTO and Co-Founder of Reserve Power. They were on day two of a two-day open house - but that didn’t seem to have drained any of the energy from Cho.

We started the tour by checking out their solar installation, conveniently set up in a portable demo trailer out front of the warehouse and labs. The classic solar setup was familiar, clean and subtly tech-forward, but as I started to notice different logos on equipment, I wondered if they were more on the distributor and installation–slash–application side than on the hardware/software development side. Cho was quick to clarify, yes, some equipment is sourced from partners, but they do have their own IP covering both hardware and software to make up the systems they are bringing to market as a total solution. A smart and efficient balance that lets them focus on their strengths.??

We skipped past an electric ATV – Cho offered to let us take it for a spin, but I had made poor outfit decisions if I had been wanting to straddle beefy sporting vehicles and bomb around a field. My loss. We moved to the EV charging stations – which had been the original draw to get me out to this event in the first place. They had commercial and consumer models on display, both sleek and polished, minimal and straightforward.

“There are about five or six businesses, including ours, that manufacture their own EV charging hardware,” Cho explained, “we are developing our own charging software and hardware for both Level 2 and Level 3 chargers. Much of our research is based on European and Asian markets, which are ahead in charging infrastructure. We aim to learn from their experiences and apply that knowledge in Canada.” This makes me happy to hear, I hate being behind in Canada for this kind of tech.

In a clever display adding to a fun wow factor, the consumer model EV charger was matched up beside a BMW i8 in crystal white with open gullwing doors on fleek. I bit my tongue and let the fact that the i8 is a hybrid (not full electric) slide since, as a marketer, I get that you want some wow and pop and fun – and the i8 just looks COOL. Plus, even I was happy to pose in front of it when it came time to snap some photos. But shouldn’t an EV charging company be all in on EVs, I pondered?

Cho said the consumer charging units were in market and getting great feedback then spoke to the software they were developing to help refine the commercial units for various uses. Because their B2B model currently targets chains and franchises like hotels, airports, and malls, they have some features like subscription billing, loyalty rewards and similar in progress. Excellent user engagement and entrenchment tactics in the product development that the target audience will love. I’d happily put either charging device on my home or business, they look great.

Once inside, we were joined by CEO Rodd Squire and VP Aiden Cho and switched gears back to solar. We were treated to a demo of their residential solar assessment software. They provide the assessment for free and based on satellite details of your property it spits out the efficiency stats, ROI details based on energy savings, whether you can use your roof or if you need to look at ground-mounted options with trenched-in cabling, and all the standard items you would expect from an assessment report. Since we were talking cost, they noted you can use that assessment to apply for various energy rebate programs to help fund your solar installations. ?

My Dad watched the demo, nodding all the way through then made a big sigh. He shared he’d tried to get solar panels installed on their house a few years earlier but couldn’t. The solar provider did an assessment and said they couldn’t install it because a few years prior to that, Mom and Dad had upgraded to a metal roof. Installing the solar panels on the roof would void the warranty so they wouldn’t do it. The Reserve Power crew grinned, it wasn’t a problem for them. They had a newer option, a flexible panel that could be installed with adhesive and worked with metal rooves without damaging them. Dad slid a brochure into his pocket as we continued the tour.

We walked by the walls of solar panels and power storage units as Cho explained each one but added they were all already sold and sold out well into the future. The next stop was a collection of solar generators (also all sold out) that supported zero interruption for medical equipment and servers, as well as construction site power support and consumer use like camping or power outage emergency backups. Pretty standard for what’s already in market as far as I could tell, and in similar price ranges, but both Dad and I snagged brochures on these. They did look cool with their minimalist matte black finish.

The welds were messy, the casings were boxy, and nothing matched – but it sat alongside the polished EV retrofits as a point of pride. It was a quintessential prototype for a passion project and a classic inspiration story for a passionate entrepreneur.

The generators had all been on one counter on the opposite wall from the solar equipment – the rest of that entire side of the warehouse was a continuous row of electric mobility devices that Cho was positively bubbling to tell us about. ATVs, scooters, wheelchairs, delivery mopeds with options for refrigerated and non-tipping mods, and finally, the inspiration for why Cho was in this business to begin with – a sporty but well-loved dirt bike. The welds were messy, the casings were boxy, and nothing matched – but it sat alongside the polished EV retrofits as a point of pride. It was a quintessential prototype for a passion project and a classic inspiration story for a passionate entrepreneur.

“I love my gas motorcycle,” Cho explained, “I’m never getting rid of it, but I wanted to try something.” This opened the door to exploring alternative energies a crack at first, and then busted it wide open. The energy and enthusiasm was evident – everything they had built and accomplished at Reserve Power, had all come to life in just the past one and a half years with their tiny team of four.

We poked our heads into the long skinny lab to see their 3D printers and workbenches to finish off the tour – but I wasn’t finished with my questions.

As we headed back outside, I asked Cho what he felt the biggest wins and stories were so far, his answer was heartwarming. “Our work within the Six Nations community, that’s what we’re most proud of. We've installed 20 Level 2 charging stations at key locations like the park, the bingo hall, and the arena, and we've made residential housing more affordable through financing options with the Six Nations Housing Committee and RBC. This has been a significant win for us, allowing us to provide essential services at an accessible rate.”

When I asked what the plans were for moving forward, the theme was consistent. “Our primary focus is on the Six Nations community, making renewable energy more accessible and affordable.” Cho expanded with, “But, despite not having an updated website or dedicated marketing team, word-of-mouth has extended our reach to Mexico, British Columbia and Alberta, where we now have projects and clients. Our plan is to continue to support Six Nations as a priority and then expand within Ontario, but there is already greater demand beyond that.”

“There is no “How To” guide for how to build and grow a business.” (Ain't that the truth!)

So, what stands in the way of Reserve Power, I asked. What are the friction points and hurdles they must face to take advantage of these growth opportunities? “There is no “How To” guide for how to build and grow a business,” Cho chuckles, echoing the same sentiment every entrepreneur struggles with in the beginning, “transitioning from a startup to a small-medium enterprise (SME) and then to a full corporation has been challenging. There’s no manual on structuring HR or managing cash flow.” Ain’t that the truth. I’ve heard this story a million times from all kinds of entrepreneurs and lived it a few times myself. When I listed off a few resources, he was already familiar with them, so they were on the right track and just needed to keep going. The evil right of passage for first-timers.

As we settled into the picnic area to enjoy some of the complimentary BBQ, I asked Cho what their ask or message to the public might be. “I believe renewable energy systems often get a bad reputation. I ask the public to be open-minded and willing to learn about these systems.” I knew what he meant, working in the EV and alternative energy sector quite a bit, it’s easy to forget there is still a lot of resistance and misunderstandings around these solutions – especially in rural communities like you find in southern Ontario.

We still need to accommodate the world we live in while we work towards the world we want.

I reflect for a moment and forgive the hybrid i8 as the showcase car. It’s a good reminder that we still need to accommodate the world we live in while we work towards the world we want.

The cartoon clouds had turned wispy by the time we got back in the car. The mid-afternoon air was bordering on stifling as the temperature played in a now normalized unseasonably high range. It underscored the importance of embracing and promoting alternative energies, despite being surrounded by lush, vibrant, green fields as far as the eye could see. The challenge is real, but with a few more open minds and entrepreneurs like Ethan Cho and the Reserve Power crew pushing solutions forward, there’s a bright future for them, solar and EV options.