Finding the Right B2B Customers for an Industrial Solar Expansion

A regional commercial and industrial solar provider wanted to expand into additional Asian markets. The company had completed successful projects in its home market but lacked clarity on which industries offered the strongest demand, how buyers assessed investment returns, and which local partnerships would be required to support expansion.

The opportunity appeared broad, but buyer readiness differed significantly across industries and locations. Some companies prioritised cost savings, while others focused on energy reliability, sustainability targets, or protection from electricity-price volatility. The client also needed to decide whether to build local teams, work through EPC partners, or use a hybrid model.

We developed a B2B market-entry strategy based on industrial demand, buyer economics, competitor activity, and partnership opportunities. The engagement helped the client identify the most attractive customer segments, understand the commercial factors driving solar investment, and design a phased expansion model suited to its available resources.

Our work combined market analysis with interviews involving factory owners, energy managers, finance leaders, industrial-estate operators, EPC companies, and technology partners. We assessed electricity costs, energy reliability, investment criteria, financing preferences, project sizes, purchasing processes, and competitor propositions across several target markets.

We recommended prioritising two industrial segments with high daytime energy use and clear pressure to reduce operating costs. The client should lead with energy reliability and financial outcomes rather than sustainability alone. A partner-led entry model was advised, supported by clear technical standards, project qualification criteria, and stronger sales tools for demonstrating commercial returns.

Within 18 months, the company secured several new projects from the two priority industrial segments. The total value of contracts secured within these segments increased by approximately 15%, while proposal win rate improved by around 6 percentage points. The partner-led expansion model also increased market coverage without requiring the client to establish large in-country teams during the initial growth phase.