Corsari Energy · Fabrizio Blasio

The Build

Corsari Energy was born out of another state-sponsored initiative to create solar power plants, in this case on roofs with asbestos. From what I had learned with the previous one, I recognized that many companies were also interested in buying a project if you found a suitable location. So our goal was to build a funnel to find suitable locations, and then sell them.

We built the website and the email and WhatsApp funnel, with leads coming mainly from Facebook ads.

In just a month we started to compete with the first player in Italy, forcing them to increase their ad spend significantly. Eventually, due to the timelines set by the state to propose projects, we ran out of time before finding a suitable candidate.

What worked

Created a complete funnel which converted into useful leads, though most of them were not completely suitable, or were not willing to accept our terms.

Got the entire setup up and running in less than 30 days, and within a month we were competing with the first player in Italy, forcing them to increase their ad spend significantly.

Mistakes Made

In every project I made mistakes. For each one I wrote: what went wrong, why it arose, and what it taught me.

M-01Sales

Qualified the leads too late in the funnel

Why it arose: We optimized for lead volume, and we were too optimistic about the minimum roof size that would make a project feasible. In the real world none of the roofs we found had the perfect pitch and conditions for that size.
What I learned: Qualify as early as possible, even if it means fewer leads. It is better to spend all of your time on 2 good leads than on 20 medium-quality ones.

M-02Sales

Let unqualified people take up our time

Why it arose: There was nothing forcing a prospect to prove their situation before we engaged with them, and many lied just to see what was possible for them.
What I learned: People will waste your time if they are allowed to. Screen as fast as possible with real documents that prove their actual situation.

M-03Sales

Advertised to roofs in general instead of a niche

Why it arose: Broad ads were the fastest thing to launch, so that is what we launched.
What I learned: Focus on a niche instead of general roofs. Instead of simple ads, reach out directly to sites you have already identified as suitable: cheaper, and probably more effective, because you already know they qualify.