Gerald Stern built his company, SunLion Energy Systems, from the ashes of a disastrous business experience in Lancaster, Pennsylvania. After surmounting enormous challenges, his renewable energy company is now a resounding success; SunLion has a 14-year history of selling and installing solar panels, wind turbines, and solar thermal systems for the residential and commercial sectors.
It all began a decade ago, when Stern began working for an Amish-owned company specializing in off-grid solar systems. Since the owner couldn't drive for religious reasons, Stern purchased a company vehicle and became the primary field rep in 2000.
The business specialized in the installation of solar grids for Amish homes, but its growth was not without controversy. "[The business owner] was getting a lot of flak," Stern says, explaining that they were often asked to provide solar electricity for Amish homes but to hide it so that church members wouldn’t find out. Despite some pushback from powerful figures in the Amish community, the young business took opportunities wherever possible. “We never said no,” recalls Stern. Slowly but surely, the green energy movement began to take root in the Amish villages of Lancaster county.
Eventually, Stern’s partner offered him a share in the enterprise. "I bought 50 percent of the business on January 1, 2003. I purchased a barn and relocated to Intercourse, Pa.," Stern says. Over the next year, the team doubled sales and expanded into LED lighting. Stern invented several LED products and manufactured LED lighting for Amish buggies.
During this time of apparent progress, disaster struck. It soon became clear that the business accounting was not being handled professionally, and the entire enterprise was deep in the red. The partners officially separated in 2007. Stern was left with a staggering debt, while his counterpart began his own competing enterprise.
Stern was faced with tough choices: file bankruptcy or rebuild while honoring a debt he didn't create. Inspired by his Christian faith, he decided there was only one option to reconcile his beliefs with his situation. "I said, ‘I can make this happen. I will not declare bankruptcy.’ I sent letters to everybody, notifying them they would get their money if they worked with me. They were so overwhelmed because I could have just walked away."
Going against the advice of his attorneys, Stern doggedly began rebuilding his devastated business. His new company, under the name SunLion Energy Systems, began by installing one or two panels at a time for small residences and barns, using a battery charger with the capacity to power nothing more than a light bulb. As competition in the solar industry increased and energy rebates continued to stall in state legislature, Stern persevered. "It was so bad," Stern recalls. "In 2007, I was literally selling everything that wasn't tied down, just to put food on the table." With his wife by his side and a small child to support, Stern went for the next two years without taking a paycheck of his own. But he never missed a payroll for his employees. "I sold coin collections, my motorcycle, everything. We were renting. If I had bought a home, I would have lost it."
Against all odds, Stern’s tenacity paid off. He managed not only to survive, but to break the $1 million sales mark in 2008, doubling that in 2009. And in 2010 when promised government rebates finally kicked in, his sales skyrocketed to an amazing $15 million. He expects that figure to double this year, and has repaid every dime of old debt.
Stern now has a reputation for reliable products and service, and he measures his growth by the prosperity of those around him. The loyalty of his employees is a testament to Stern’s commitment. “In May 2009 we had five employees,” he said. “As of May 2011, we have 40.” Stern’s very first hire, a 14-year-old member of the Amish community, is still with the business—today, he’s married and starting a family of his own.
And the jobs keep getting bigger. “Right now, the average number of panels we install per job is between 45 and 80. We even equipped a retail store, J. B. Hostetter & Sons, with 1,460 panels. We save clients significant amounts on their electricity usage—sometimes 100 percent.”
Every business decision Stern makes is guided by his moral compass. He has no regret for passing up investment opportunities he felt were unethical, even if it meant foregoing windfalls of cash. It wasn't that he didn't need money. "My last three cars cost $800 combined. The only air conditioning was to roll down the window," he quips.
Stern prefers not to borrow money, saying, "If you allow yourself to become overwhelmed by credit debt, you're done. Pay cash for as much as you can. Buy used. Treat people fairly. Run an old-school business."
SunLion Energy Systems is here today because of these principles and Stern's unwavering standards. With revenues growing exponentially, he continues to pay his staff more than himself while reinvesting everything else back into the business. He maintains that it’s not simply about financial success; it's about knowing that so many families rely on him for a livelihood. “However, I did splurge on a truck with air-conditioning,” he said.
Stern is committed to upholding a promise he made to God to always run a business that glorifies Him by being honest, hiring good people, and giving back—just ask the people who work with him every day. “Jerry has a huge heart,” said SunLion Business Manager Bonnie Nolt. “He will give you the shirt off his back, whether you’re an employee or a complete stranger. He lives his faith.”
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