GridDuck: Developing a scalable growth strategy

GridDuck is a low-cost energy management system utilising wireless hardware, an online dashboard and an API. As the Intelligent Energy Saving System for businesses and buildings, GridDuck helps end users save money and reduce carbon emissions via consumption monitoring and analysis, remote control and automation.

Following on from trade missions to Thailand, GridDuck sought support to develop their go-to-market strategy and growth plans. Serving SMEs and corporates with a cost-effective software and hardware proposition the business sought routes to scale the business, grow revenue and accelerate growth.

The challenge 

In serving the SME marketplace, developing a considered go-to-market growth strategy was vital to enabling GridDuck’s ability to successfully scale and grow. Targeting smaller commercial enterprises, with a limited Customer Lifetime Value, the business sought support from Energy Systems Catapult to review their current business model and to scope potential growth strategies and routes to other strands of the market.

With no new additional resources, it was important that new initiatives, programs or market reach were compatible and achievable with GridDuck’s existing skillset and pool of resources. Work carried out in earlier phases served as a solid foundation for analysing additional opportunities in higher value market segments, exploring new service strands for existing customers or extending capabilities into new areas.

The innovation

GridDuck enables companies to make simple interventions that reduce energy waste, thus reducing costs and environmental impacts. It includes simple monitoring of real-time energy use plus automation to turn off kit that is running when it shouldn’t. A simple alternative to more expensive Building Management Systems, GridDuck has good traction with owners of small hospitality chains, bars, pubs and restaurants and shared office providers in regional cities.

It relies on an online dashboard connecting affordable and easy-to-install IoT sensors, clamps and switches and provides gas, water and electricity submetering, alongside the ability to automate and balance energy consumption.

The solution

Possible growth strategies for Grid Duck include:

  • Growing revenue per customer:  It could extend its current offer to address Time-of-Use tariff optimization, ESO & DSO flexibility markets, which would be both valuable to customers and relatively easy to deliver.
  • Targeting high value niches to improve margins: Transient hospitality sites like festivals and events often rely on power from diesel gensets that is both expensive and dirty. GridDuck could explore the option to work with partners such as EV charging infrastructure to develop an offering targeted at such customers.
  • Targeting adjacent market sectors: GridDuck’s current energy management offer expanded to include ToU tariff optimisation could be attractive to firms with similar characteristics to current customers in sectors like farms, food processing and distribution. GridDuck will require suitable channel partners who already service energy-intense equipment on these sites to go-to-market.

Gregor Hoefter, Chief Executive Officer at GridDuck

"I really enjoyed the interaction with Energy Systems Catapult. The customer research conclusions were an eye opener, and I received really good advice on our business model and communications strategy."


GridDuck have gone on to implement channel partners programs based on the Catapult’s recommendations, including:

  • Maintaining a database of experienced electricians and low-carbon installers, supported by an easy access and intuitive iOS and Android app for installing hardware. It allows installers to select who they are installing for, add all the devices, upload any photos of the site and submit an audit of the connection status of the site before leaving.
  • A white label service for energy consultants and low-carbon specialists, offering dashboards fully branded with partner logos and bespoke automations specific to clients’ needs. GridDuck support partners with a toolkit including, installer app, training, phone support and detailed instructions, as well as support with proposals, recommendations and case studies.

Next steps

  • GridDuck continue to develop their partner channel to drive traffic via that marketing engine to reduce the burden on direct sellers.
  • They also continue to consider recommendations provided by Graham Oakes to generate more revenue per customer, target higher value niches, optimise onsite renewables and target adjacent market segments.

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