Formula Sun
Formula Sun is a Perth-based, owner-operated residential solar installation company serving Perth homeowners since 2006 with solar panels, inverters, batteries, and inverter repair services.
- Company typePrivate
- Founded2006
- HeadquartersPerth, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Formula Sun does
Formula Sun is a Perth-based residential solar installation company operating in Western Australia since 2006 as a private, owner-operated business (Formula Sun Pty Ltd). Founded and run by Phil Mercer, the company installs solar panel and inverter systems for Perth metropolitan homeowners using Tier 1 components from brands including Longi, Jinko, JA Solar, Canadian Solar, REC, Trina, and Suntech (panels), GoodWe and Fronius (inverters as standard), and Tesla Powerwall and GoodWe batteries for storage. Installations use aluminium racking systems designed by Formula Sun to local Australian wind-loading codes, and each customer receives a comprehensive user manual with warranties, serial numbers, and remote monitoring app setup via the GoodWe SEMS Portal. The business also offers on-site inverter diagnosis, repair, and replacement services, including warranty claim handling on behalf of customers.
The company operates a direct-to-consumer, sales-led model with all quoting, sales, and customer interaction handled personally by Phil, supported by a small team of long-term trusted electricians who perform every installation. Pricing is quote-based and not publicly listed, with no obligation-free site visit required in many cases and typical quote-to-install turnaround of approximately two weeks. Customer acquisition is driven primarily by word-of-mouth referrals, Google reviews, and ProductReview.com.au listings rather than paid marketing. The business is bootstrapped with no external investment, no parent company, no app product, and no software platform; revenue is generated from one-time installation projects plus professional-service fees for inverter repair work. The company is exclusively focused on the Perth metropolitan area, serves residential customers only, and is structured as a stable lifestyle business rather than a scaling enterprise.
Formula Sun firmographics
Firmographics- Name
- Formula Sun
- Legal name
- Formula Sun Pty Ltd
- Website
- https://formulasun.com.au
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Formula Sun is a Perth-based, owner-operated residential solar installation company serving Perth homeowners since 2006 with solar panels, inverters, batteries, and inverter repair services.
- Ownership category
- akta.pro rank
Formula Sun industry classification
Industry- Product category
- Residential Solar Installation
- NAICS
- Solar Electric Power Generation (221114), Appliance Repair and Maintenance (811412)
- akta.pro primary industry
- Solar EPC & Construction (Utility-Scale, Rooftop, Balance of System) (EUAMABAB)
- akta.pro secondary industries
- Solar Inverters, Power Electronics & MLPE (String/Central Inverters, Optimizers, Microinverters) (EUAMABAE), Solar Mounting, Racking & Trackers (Fixed-Tilt, Single/Dual-Axis, Rooftop Mounts) (EUAMABAF)
Keywords
Where Formula Sun is headquartered
LocationHeadquarters
- HQ city
- Perth
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Formula Sun business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Solar System Installation: One-time installation of complete solar systems including panels, inverter, racking, and optional battery storage for residential customers. Revenue from hardware markup and installation labor.
- Inverter Repair Services: On-site diagnosis and repair/replacement of solar inverters, including warranty claims handling for manufacturers. Diagnostic calls offered free of charge.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom solar system quotes based on customer requirements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Formula Sun product offering
Product offeringCore offering
Formula Sun designs, supplies, and installs complete residential solar power systems in the Perth metropolitan area, including solar panels (Longi, Jinko, JA Solar, Canadian Solar, REC, Trina, Suntech), inverters (primarily GoodWe, plus Fronius, Sofar, Sungrow, SMA, Istore), battery storage (Tesla Powerwall and GoodWe batteries), and custom aluminium racking. The company also provides on-site inverter diagnosis, repair, replacement, and warranty claim handling as a standalone service.
Product overview
Formula Sun is a Perth-based residential solar installation company operating since 2006, offering a unified service model where the owner Phil handles all sales, administration, and management personally while using a small trusted team of electricians for installation. The core service is solar panel installation with various panel brands (Longi, Jinko, JA Solar, Canadian Solar, REC, Trina, Suntech), paired with inverter installation (primarily Goodwe as standard, also Fronius, Sofar, Sungrow, SMA, Istore). The company also offers battery installation services for Tesla Powerwall and Goodwe batteries, inverter repair and replacement services, and uses Titan Racking systems for mounting. A comprehensive user manual is provided to customers including warranties, serial numbers, and inverter monitoring app setup. The company positions itself as a personalized alternative to large solar companies, emphasizing direct owner communication and consistent service.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- One failed panel in 15 years of installations
- +1 more outcomes
Companies that use Formula Sun
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles1 record
Formula Sun technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
Formula Sun partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- One Stop WarehousecoreFormula Sun is one of One Stop Warehouse's first Perth customers. One Stop Warehouse is Australia's number one supplier/agent for top solar panel and inverter brands. They serve as the primary wholesale supplier for Formula Sun's installation materials.
- Baywa r.ecoreInternational solar company that has been in the Australian market from the start. Highly recommended by Formula Sun for wholesale solar equipment supply.
- SunboostminorSmaller importer that also imports their own solar equipment. One of several wholesale suppliers Formula Sun uses.
- GoodWecoreStandard inverter supplier. Formula Sun quotes GoodWe inverters as standard and has found them to have excellent service and fast turnaround for replacements. GoodWe batteries also offered.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Formula Sun competitors and assessment
Company assessmentDirect peers
- Solargain: Multi-state Australian residential solar PV installer with a similar one-stop panel + inverter + battery service model. Directly comparable to Formula Sun's core residential installation offering but operating at greater geographic scale.
- Tesla Energy Australia: Tesla's Powerwall battery product and certified installer network operating in Australia. Formula Sun is a certified Tesla installer, making them a partner-and-competitor in the same residential battery installation category.
- Natural Solar: Australian residential and commercial solar installer offering complete PV and battery solutions. Comparable to Formula Sun on product offering and customer type, with broader geographic coverage across eastern states.
Others
- GoodWe: Global inverter and battery manufacturer that is a core technology supplier to Formula Sun. Comparable as an adjacent ecosystem player in the residential solar stack.
- Enphase Energy: Major microinverter and battery manufacturer with Australian operations. Adjacent to Formula Sun via the Australian installer network and competing inverter technology for residential PV systems.
- Maxeon Solar Technologies (SunPower): Premium solar panel manufacturer with a global certified-installer network including Australia. Adjacent to Formula Sun as a panel supplier and installer-channel competitor targeting the premium residential solar segment.
Broad incumbents
- AGL Solar: Largest Australian energy retailer's residential solar and battery installation business. Broad incumbent offering solar as one product among many, with superior marketing, scale, and capital — directly competing for the same residential solar customer.
- EnergyAustralia: Major Australian energy retailer offering residential solar panels and battery systems. Broad incumbent with similar residential target customer but operates as part of a multi-product utility business.
- Origin Solar: Major Australian energy retailer offering residential solar and battery installation services. Competes for the same Perth-resident homeowner segment but with national reach, brand recognition, and bundled energy plan cross-selling.
Emerging players
- Solar Choice: Australian solar installer network and lead-generation platform connecting homeowners with local installers. Adjacent competitor that captures customer intent at the top of funnel and could substitute for Formula Sun's word-of-mouth acquisition channel.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Formula Sun social profiles
Digital presenceFormula Sun financial estimates
Financial estimateRevenue estimate
Valuation estimate
Formula Sun leadership team
Management profileNumber of profiles
Profiles1 record
Formula Sun funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Formula Sun M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Formula Sun
What does Formula Sun do?
Formula Sun designs, supplies, and installs complete residential solar power systems in the Perth metropolitan area, including solar panels (Longi, Jinko, JA Solar, Canadian Solar, REC, Trina, Suntech), inverters (primarily GoodWe, plus Fronius, Sofar, Sungrow, SMA, Istore), battery storage (Tesla Powerwall and GoodWe batteries), and custom aluminium racking. The company also provides on-site inverter diagnosis, repair, replacement, and warranty claim handling as a standalone service.
Is Formula Sun a public or private company?
Formula Sun is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Formula Sun founded?
Formula Sun was founded in 2006. It employs 1 to 10 people.
Where is Formula Sun based?
Formula Sun is headquartered in Perth, Australia, in the Oceania region.
How does Formula Sun make money?
Two revenue lines are on record. Solar System Installation is the primary driver. The others are inverter Repair Services.
Who are Formula Sun's main competitors?
Direct peers on record are Solargain, Tesla Energy Australia and Natural Solar. Others are GoodWe, Enphase Energy and Maxeon Solar Technologies (SunPower). Broad incumbents are AGL Solar, EnergyAustralia and Origin Solar. Solar Choice is listed as an emerging player.
Does Formula Sun have an API?
No public API is recorded for Formula Sun.
What industry is Formula Sun in?
Formula Sun's product category is Residential Solar Installation. Its primary akta.pro industry code is EUAMABAB, Solar EPC & Construction (Utility-Scale, Rooftop, Balance of System), with a secondary code of EUAMABAE, Solar Inverters, Power Electronics & MLPE (String/Central Inverters, Optimizers, Microinverters). Its NAICS code is 221114.