"Whether you think you can, or think you can't - you're right."
- Henry Ford

“Don't do anything that someone else can do. Don't undertake a project unless it is manifestly important and nearly impossible..... If you succeed, you will create a whole domain for yourself.”
- Edwin Land (inventor of the Polaroid process)

We believe that in the past, electricity has generally been consumed ‘unconsciously’ by uniformed users, and in the future this will change to conscious consumption by informed users. These users will be aware of how much electricity they use and will plan their discretionary consumption to occur according to the price and environmental impact.

We believe that people are generally unaware of the existence of an alternative supply choice, the Wholesale Electricity Market, and how it can help them considerably reduce their electricity costs if they know how to navigate its complexity.

We believe that the electricity industry is transitioning to a new paradigm characterized by expensive electricity caused by:

  • Cost-reflective tariffs
  • Targeting of consumer-subsidies on those who need them and removing them from those who don’t
  • Increased fuel prices
  • Increasing infrastructure and power station prices
  • Lower cost technological alternatives
  • Subsidy of renewable technologies; and
  • Emissions pricing.

We believe that electricity prices will become such a large proportion of the cost of doing business that sustainable businesses will organize their operations around them.

We believe that expensive electricity prices will motivate energy efficiency, the uptake of behind-the-meter technologies, and reduce waste and environmental pollution.

We believe that environmental and business sustainability is the responsibility of us all and that it is a source of commercial advantage.

We believe that customers that are financially distressed shouldn’t be consuming power unconsciously during the expensive Peak Intervals and those that do so simply haven't been informed of how the system works and given the price signals and information lower their costs and help themselves.

We believe that a commercial company is obliged to serve the community as a prerequisite for the right to earn a living from it.

Community is integrating the new electricity paradigm with an entrepreneurial electricity retail approach serving customers who share our innovative and futuristic mindset.