As a new direct marketing company, Viridian was looking for a way to differentiate themselves in the energy market. Viridian's commitment to supplying a minimum of 20% renewable energy exceeded their competitors. They were also less expensive than the local utility. These two factors, green energy and low prices, set them apart. However, in 2010, what company isn’t claiming they are “going green” and “saving you money”?
The success of the strategy could only work if the key Viridian team leaders were sincere in their intent to improve the world around them. Because the brand could deliver on its promise, it attracted genuine activists, further reinforcing Viridian’s commitment to more affordable, greener energy.
Within nine months the company grew from just four employees to 16, customers rose from 700 to 3,800, and 10 associates became a force of nearly 4,500. Today, roughly 17 months later, Viridian has over 140,000 customers, 11,000 associates, and 35 employees.
To date, Viridian energy has saved their customers $6,991,260 by switching from their local utility.
