From Zero to $150M: How Moe Falah Built a Solar Empire by Betting on People and Pure Hustle

Overview

Moe Falah, a natural-born entrepreneur who’d never held a traditional job, catapulted himself into the solar industry, transforming initial skepticism and early setbacks into Simple Solar, a company aiming for and achieving staggering growth. Starting with a powerful realization about solar’s potential, Moe leveraged a relentless work ethic, a commitment to learning, and an unwavering belief in his team to build a $150 million valuation company. He didn’t just enter the solar market; he took it by storm, proving that with the right mindset, leadership, and investment in people, explosive growth is not just possible, but inevitable.

This is how Moe went from selling various products and services to leading a solar powerhouse, doing nearly 400 accounts a month.

Key Outcomes

• Rapid Revenue Growth: Guided Simple Solar towards a $25 million first-year revenue target, with the company now described as a “$150 million solar company.”

• Explosive Account Growth: Scaled from 42 accounts/month (May 2020) to nearly 400 accounts/month (370-376 reported in a recent month prior to the podcast).

• Team Expansion: Grew his team to over 100 people across 4 offices in different states.

• Industry Recognition: Won “Top Growth as a Company” at Door to Door Con; Moe has become a significant social media presence and influencer in the D2D space.

• Mastery of D2D Solar: Built the entire business on door-to-door sales, never spending a dollar on ads, leads, or appointments.

Professional Profile

• Name: Moe Falah

• Industry: Solar (Direct Sales, Door-to-Door)

• Company: Founder of Simple Solar

• Focus: Building and scaling high-performance D2D solar sales teams, leadership development, creating a winning culture.

• Location: Started in Florida, then California, now multiple states.

• Years in D2D Sales: Adopted D2D as his primary strategy for solar; lifelong entrepreneur.

• Revenue Before Simple Solar: Varied through multiple ventures (real estate, car sales, HVAC, windows, roofing) – focused on “buy low, sell high.”

• Revenue After Starting Simple Solar: On track for / achieved multi-million dollar revenues annually (e.g., $25M first year goal, now a “$150M solar company”).

Challenges Faced

Initial Situation: 

Moe was an entrepreneur from a young age, driven by making money through sales. Before solar, he experienced various ventures, including selling windows and roofing for a company that went under due to being too successful in sales, leading to cash flow and logistics issues. He initially thought solar was a “scam” and too expensive.

Impact Analysis:

• Lost Commissions: Lost out on $80,000 in commissions when his previous company folded.

• Steep Learning Curve in Solar: First month selling solar via D2D (after being denied appointments), he closed zero deals in 15 homes.

• Delayed Income & Recruiting Difficulty: Faced 4-6 month payment timelines for solar installs in Miami, making it hard to get advances without significant commission hits and nearly impossible to recruit.

• Personal Habits: Used to drink, smoke, and do drugs, which he identified as holding him back.

Objectives and Goals

Short-Term Goals (Initial Solar Journey):

• Understand how solar sales worked (initially skeptical).

• Learn effective solar sales techniques (shadowed top producer).

• Secure his first solar deals.

• Find a solar company/region with faster install and payment times to enable team building.

Long-Term Goals (With Simple Solar):

• Build a dominant D2D solar company.

• Achieve audacious revenue targets (e.g., $20M first year, then $25M, $100M, and aspiring to $150M).

• Create a powerful, winning team culture.

• Make a significant impact on homeowners, sales reps, and the planet.

• Quit detrimental personal habits and go “all in.”

Strategy Implementation

Unique Approach to Success:

Moe combined his innate entrepreneurial drive with a laser focus on the D2D model for solar. He was characterized by setting massive goals, relentless learning, investing heavily in his team’s development, and leading by example with extreme intentionality.

Phase 1: The “Aha!” Moment & Early Grind (Florida)

Went out again and sold 9 accounts the next month.

Phase 2: Identifying Bottlenecks & The California Leap

The Pay Problem: 

Discovered the 4-6 month install/payment timeline in Miami, with heavy penalties for advances, making team recruitment impossible.

The Vision: 

Knew he wanted to build a team and that solar was the vehicle, but the current situation was untenable.

The Solution Search: 

Googled “fastest solar install timelines in the US,” found California.

All In: 

Within a week (January 4th, 2019), he moved to Irvine, California, knowing no one, and quit all his bad habits (drinking, smoking, drugs) to focus entirely on building his solar venture.

Phase 3: Launching Simple Solar & Explosive Scaling

Simple Solar Begins: 

Started Simple Solar in January 2020 with four other people, right before COVID hit.

Audacious Goal Setting:

Immediately set a goal of $25 million in the first year.

Investment in People & Training

Moe took his team to a sales boot camp (May 2020, when they were doing 42 accounts/month). Exposure to higher performers was key. The result: 106 accounts the next month.

When numbers dipped, he immediately invested $10,000 in consulting with Sam Taggart (the podcast host).

He continuously invested in D2DU for his team, D2DCon events, and recruiting summits, and he brought in coaches like Michael O’Donnell and Coach Burt.

Culture of High Standards: 

Focused on creating a culture of accountability, learning, showing up on time, and high performance, differentiating this from “perks” like yachts, which he sees as rewards for a good culture and hitting goals.

Leading by Example: 

Shared a story of driving 3 hours at 11 PM to be with his team for the final 3 days of a month to ensure they hit a critical 100-account goal, personally closing 8 deals to get them over the line. This moment was more memorable than doing 376 accounts later.

Replicating Success: 

Consistently repeated actions that led to positive results (e.g., investing in training when growth was needed).

Resources Utilized

• D2DU (Door-to-Door University): Mentioned as the podcast sponsor and a tool Moe’s team uses for daily training.

• D2D Experts Podcast & Host Sam Taggart: Sam Taggart (the podcast host) served as a coach and consultant for Moe.

• Live Events: D2DCon, Sales Boot Camps, Recruiting Summits, Masterminds (like the St. George event where he was the “new guy” asking tons of questions).

• External Coaches: Hired Michael O’Donnell and Coach Burt (via Sam Taggart’s connection) for team training.

• Mentorship & Networking: Actively sought knowledge from higher performers and invested in being in rooms with successful people.

Results Achieved

Quantitative Outcomes:

Grew from 42 accounts/month (May 2020 with 12 people) to 106 the next month after training investment. Recently hit 370+ accounts in a single month.

Simple Solar aimed for $25 million in its first year (2020) and is now referred to as a “$150 million solar company” (by current valuation/trajectory).

Expanded to over 100 team members and 4 offices.

Achieved significant personal income (implied, though reinvestment was a major focus).

Qualitative Outcomes:

Built a Powerful Company Culture: Instilled high standards, accountability, continuous learning, and a “winners always win” mentality.

Transformed Personally: Quit drinking, smoking, and drugs to dedicate himself to his goals.

Became an Industry Leader: Influential presence in the D2D and solar space, inspiring many.

Developed His Team: Focused on providing his team with the tools and environment to win, believing their success was his success.

Gained Deep Fulfillment: Found more joy in hitting early, hard-fought team goals (like the first 100-account month) than in later, larger successes, highlighting the power of the journey and shared wins.

Performance Visualization

• Skyrocketing Growth Curve: Imagine a chart starting at 42 monthly accounts and then sharply angling upwards to over 100 in a month, then continuing a steep climb to nearly 400 monthly accounts within roughly a year to 18 months.

• Revenue Trajectory: A similar upward curve, starting with an ambitious multi-million dollar first-year goal and rapidly accelerating towards a nine-figure company valuation.

Final Analysis

Success Factors:

• Unshakeable Entrepreneurial Spirit: A lifelong drive to create and sell, never relying on a traditional job.

• Extreme Goal Setting & Intentionality: Setting massive, almost audacious targets and remaining laser-focused.

• Willingness to Learn & Adapt: From shadowing top reps to investing heavily in coaching and masterminds.

• Investment in People: Believing that training and developing his team was the key to scaling.

• Leading by Example: Appointmentnstrating the work ethic, sacrifice, and commitment he expected from his team.

• Resilience: Overcoming initial failures and industry challenges without losing conviction.

• Building a “Winning” Culture: Prioritizing high standards and accountability, where perks are earned, not given.

• D2D Prowess: Committing fully to the door-to-door model and mastering it for solar.

Lessons Learned:

• Clarity of Vision is Paramount: “If you don’t have a target, you don’t know where you’re going.”

• Reinvest, Reinvest, Reinvest: Don’t get comfortable at “level 1”; repeat the actions that brought success to get to “level 2” and beyond.

• Culture is Built, Not Bought: True culture is about standards and accountability, not just office perks.

• Exposure Fuels Growth: Seeing others achieve more expands your own belief in what’s possible.

• Sacrifice is Necessary: Letting go of dead weight (bad habits, distractions) is crucial for reaching big goals.

• Leadership is Transformational: Explain the “why” to your team to get buy-in for challenging changes.

• Winning is a Habit: “Winners always win. Always find a way to win.”

Moe Falah’s Testimonial (Inspired by his words):

 “When I truly understood solar, a light bulb went off: ‘I’m going to sell everybody.’ But real growth happened when I realized I had to go all in—quit everything holding me back, move across the country, and build. The key? Be super intentional about your goals. If an action doesn’t move you towards your target, don’t do it. And lead by example; I wanted my team to win so badly, I drove three hours at midnight to help us hit a goal we’d chased for 18 months. That win meant more than anything. Help your team win.”

Conclusion 

Moe Falah’s journey is a powerful testament to what happens when entrepreneurial fire meets unwavering focus and a deep commitment to people. He didn’t just build a solar company; he forged a high-performance culture that thrives on big goals and consistent wins. His story demonstrates that success in the D2D solar space, or any venture, isn’t just about sales tactics—it’s about visionary leadership, relentless personal development, strategic reinvestment, and the courage to go all in, even when it’s uncomfortable. If you’re a leader wondering how to 10x your growth, Moe’s playbook offers a clear, albeit challenging, roadmap.