Traditionally, significant business growth had been sustained through an effective referral structure, building close relationships with clients through superior after-purchase support, and response to ongoing client requirements, with a more limited emphasis on media promotion.
In 2008, the directors recognised an opportunity to extend their coverage in private sector, individual and small business financing. Segmenting down the market opened up a number of target areas poorly serviced by existing firms, particularly small-medium size service businesses seeking finance to support growth.
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American Ecosolar started as the boutique manufacturing project of entrepreneuring guru, Bill Edelen. As a top end local and regional property development and with existing assets in energy exploration businesses, he recognised significant untapped opportunities to bring a new range of solar energy products to local consumers and a national wholesale trade market.
Only the second store to come to Australia's shores, the new Bourke Street, Melbourne, club has already been partially put on the map during Branson's recent, heavily publicised trip here. 
