Entrepreneurship

Entrepreneurship and Innovation

Domenic Gelonese the Chief Executive Officer, President, Founder and Director of Embertec came to speak to the Stage 1 Entrepreneurship and Innovation class on Monday 12 February about his experience starting and developing his company Embertec.

Embertec is an energy efficiency technologies company. They are the largest supplier of energy efficiency technologies in Australia, specialising in power-saving products.

To further promote his business Domenic is currently living in Silicon Valley, California. He had returned to Adelaide for only two weeks to work at his company’s Head Office. We are extremely grateful that he took the time from his incredibly busy schedule to speak to the class. Hopefully, what he shared will inspire the boys to follow their entrepreneurial aspirations.

Domenic spoke candidly to the boys about the challenges and risks he faced with his start-up venture and how he has continued to build his company with the development of further products. He explained that he began the business in a backyard shed almost 15 years ago, and now employs up to 50 people. Domenic quit his job, lived at home with his parents and did not have a salary for two years while he built Embertec.

Along the way he has had to battle others trying to steal his ideas, but thanks to careful patenting of his products and subsequent legal action, he has stayed ahead of his competitors. He was careful to explain to the boys that someone will always try and take your ideas, so once you find a product, a niche, you must protect it with patents. Domenic had to do exactly that; he put every cent he had saved into securing patents for his products when he started Embertec.  He stressed to the class that should you need to seek support from a Venture Capitalist, the first question they will ask will be about your patent position. Therefore, a good patent lawyer is essential to protect your ideas.

Domenic needed determination and resilience to succeed and he had plenty of advice for the boys including:

When you get hit don’t stay down. Get back up.

You’ve got to be the best at what you do.

Go hard. Go to win.

Don’t be afraid to get nasty to those who are trying to take advantage of you. You must look after yourself because no-one else will.

He stressed to the students that whatever idea you develop to start a business, must solve a problem to be successful. Where is the opportunity? Where is the gap? Dream of a solution to the problem you have identified and then find the people with the qualifications and experience to build it. You cannot be successful on your own; you will need others to help.

Domenic’s successful business model has involved a win-win approach. He considers How can I make everybody win? The consumer, the businesses he supplies to, and his own company. To put it more simply, he explained to the boys, If I help you, you are happy and will tell your friends.

Domenic stated that business ethics are imperative. You don’t need to rip people off to make money and should you do something wrong in a small place like Adelaide then you are never forgotten or forgiven.

The boys were really engaged and keenly listened to Domenic’s experience and advice. They fired terrific questions at him which he was only too happy to answer. For the budding entrepreneurs in the class, they certainly gained a great deal of sensible advice from someone who has experienced the ups and downs of business start-up. For those boys who decide they do not have the desire to be an entrepreneur, Domenic predicted that there will be many future job opportunities in the energy industry in Adelaide. He has recently observed that many international energy companies are setting up in Adelaide to be part of the push towards renewable energy as South Australia is considered as a world leader in much of this technology.

To read more about Embertec visit http://embertec.com.au/about/overview/

Their latest product, which really intrigued and excited the class, can save your household money on power bills. For more information visit https://emberpulse.com/

Feedback from the students included:

It was interesting to hear him say that even if you do not excel at school you can still be successful with hard work.   Gianni Caiazza

What stood out more for me was when he said - take advantage of any opportunities that come your way.    Carlo Dichiera                                                                

The class was really pleased to hear from a real entrepreneur or to use their language that was awesome Miss and you know he was actually really interesting.

If you have a business start-up experience to share or you know someone who might be willing to speak to the class, please contact Ms Kathleen Johnson – Ph: 8169 3939 kjohnson@bps.sa.edu.au.

Even if you only have ½ to spare you can help inspire the next generation of potential entrepreneurs!

Ms Kathleen Johnson

Entrepreneurship and Innovation teacher/SOSE Curriculum Leader