{"id":26024,"date":"2026-10-19T01:07:11","date_gmt":"2026-10-18T22:07:11","guid":{"rendered":"https:\/\/trialoog.taltech.ee\/?p=26024"},"modified":"2026-10-19T13:05:35","modified_gmt":"2026-10-19T10:05:35","slug":"marti-arak-we-cannot-control-the-weather-or-energy-prices-but-we-can-control-consumption","status":"publish","type":"post","link":"https:\/\/trialoog.taltech.ee\/en\/marti-arak-we-cannot-control-the-weather-or-energy-prices-but-we-can-control-consumption\/","title":{"rendered":"Marti Arak: we cannot control the weather or energy prices, but we can control consumption"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"

TalTech alumnus and DeltaE Insenerib\u00fcroo owner Marti Arak has turned energy efficiency into a successful business. He says that technical solutions alone are not enough to achieve energy savings: skilled engineers, practical experience and the ability to see the bigger picture are also essential.<\/p>\n","protected":false},"author":8,"featured_media":26010,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[250],"tags":[886,422,594,497],"class_list":["post-26024","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-cooperation","tag-energy","tag-energy-efficiency","tag-engineering"],"acf":{"postbuilder":[{"acf_fc_layout":"text","type":"text","text":"Marti Arak is one of Estonia\u2019s best-known voices in energy saving and building automation. His expertise and practical experience have helped public and private sector organisations achieve significant cost efficiencies, raised awareness of the field and helped build a network of cooperation between different stakeholders.\r\n

Engineering as a \u201crecommended\u201d choice<\/strong><\/h4>\r\nMarti had an ideal background for studying engineering and earning his degree. \u201cI come from a family where my mother, father and grandfather were mathematics teachers. Choosing to study at TalTech was not entirely accidental; you could say it was a recommended choice,\u201d admits Marti, who graduated cum laude<\/em> with a master\u2019s degree in Product Development and Production Engineering in 2013.\r\n\r\nHis thesis, on designing a trailerable boat through stress and fatigue analysis using the finite element method, earned him two awards in research competitions.\r\n\r\nHe says TalTech has many excellent lecturers who have inspired him and served as role models throughout his subsequent career. Lecturer Priit P\u00f5dra, for example, has a phenomenal ability to explain complex matters simply and clearly. \u201cWe have also delivered training courses together since then,\u201d he notes.\r\n\r\nMarti\u2019s thesis supervisor, Toivo T\u00e4hemaa, stood out for his ability to keep the broader objectives and business considerations in view during product development. \u201cMathematics lecturer Lembit Pallas always started his lectures precisely on time, and what was extraordinary was that he knew every student\u2019s name by heart,\u201d Marti recalls fondly of his time at TalTech.\r\n\r\nAlongside his university studies and full-time job, Marti also helped organise Robotex, a project with a mission he considered very important. Over ten years, he took on various roles, including responsibility for sponsorship and later project management.\r\n\r\n\u201cWhen I started at Robotex, we organised a single competition with around 20 robots and an audience of roughly 1,300. By the time I left in 2017, we were the world\u2019s largest robotics competition: 23 competitions, 1,300 robots and 25,000 spectators,\u201d says Marti, who, true to his engineering background, still remembers the figures.\r\n
\r\n

\u201cWhen I started at Robotex, we organised a single competition with around 20 robots and an audience of roughly 1,300. By the time I left in 2017, we were the world\u2019s largest robotics competition: 23 competitions, 1,300 robots and 25,000 spectators.\u201d<\/p>\r\n<\/blockquote>","image":null,"align":""},{"acf_fc_layout":"image","image":26008},{"acf_fc_layout":"text","type":"text","text":"

Let\u2019s save together<\/strong><\/h4>\r\nIn 2014, two students, Ants Vill and Kristjan Kookmaa, were doing their military service when they decided it was time to start their own company. They began by offering energy-saving solutions and also opened an online shop selling smart products designed to reduce energy consumption.\r\n\r\nInitially, they focused on private customers and worked in four areas: water, heating, lighting and energy consumption monitoring. The company was called Hoiame Kokku \u2014 \u201cLet\u2019s save together\u201d \u2014 which was also the advertising slogan of a retail chain. This brought the fledgling business an unexpected amount of positive attention.\r\n\r\nMarti joined the team that same year, when the business was at a crossroads and Ants moved on to become a production manager at a notebook manufacturer. \u201cWe put in \u20ac10,000 of our own money to hire four salespeople,\u201d Marti recalls of the company\u2019s eventful beginnings. \u201cThe first never actually started. The second decided to leave after two or three weeks because their skills did not match what they had promised at the job interview. The third became an engineer at ABB, while the fourth preferred to spend their working hours playing computer games, so we had to ask them to move on.\u201d\r\n\r\nThat exhausted the young entrepreneurs\u2019 seed capital, and they decided not to recruit any more salespeople. But they moved forward quickly, shifting their focus towards developing services for business customers. At some point, the company also acquired a new name: DeltaE Insenerib\u00fcroo.\r\n\r\nThe company\u2019s boom years came between 2019 and 2024, when turnover grew by 25% a year to reach \u20ac4.5 million. The energy crisis was the main driver of this growth.\r\n\r\n\u201cThere are plenty of people who care about energy efficiency, but finding engineers with the expertise our team needs is much harder,\u201d Marti observes. \u201cWe have a problem when a CV looks perfect and lists every medal, but the person lacks a feel for real life. For example, they cannot distinguish a heating substation from a cooling substation on a drawing.\u201d\r\n\r\nHe stresses how important it is for engineers to gain practical experience on actual project sites, both during their studies and later in their working lives. \u201cA project cannot exist only on paper; it must also take real conditions into account,\u201d Marti emphasises.\r\n
\r\n

\u201cA project cannot exist only on paper; it must also take real conditions into account.\u201d<\/p>\r\n<\/blockquote>","image":null,"align":""},{"acf_fc_layout":"image","image":26012},{"acf_fc_layout":"text","type":"text","text":"

Energy efficiency in Estonia<\/strong><\/h4>\r\n

According to Marti, ten years ago, investment in energy efficiency was primarily driven by financial returns. Energy prices were low at the time \u2014 \u20ac70\u201390 per megawatt-hour \u2014 a price one can only dream of today.<\/p>\r\n

The emphasis has since shifted. Energy efficiency now receives greater attention because of climate-related legislation and obligations, customers\u2019 desire to reduce costs and a broader change in attitudes. \u201cFor example, if the indoor environment is poor, the tenant will leave,\u201d Marti notes. \u201cPeople are much more aware today.\u201d<\/p>\r\n

In Marti\u2019s view, TalTech Professor Jarek Kurnitski and his team have made a major contribution to raising awareness and deserve considerable praise for their work. Lighting, noise, temperature and ventilation: buildings must now provide the required indoor conditions with the best possible energy efficiency, and that also requires the capacity to manage these systems effectively.<\/p>\r\n

One of the biggest challenges is that electricity consumption is growing faster than generation. Increasing electrification is driving this trend: the spread of electric cars, the development of data centres and AI infrastructure, and the switch from gas to electricity. There is also a desire to reduce dependence on gas for geopolitical reasons, as gas supplies linked to a country at war and political tensions have led to sharp price increases. According to Marti, gas prices rose as much as fifteenfold in a short period.<\/p>\r\n

\u201cThe broader trends worry me a little: can sustainable energy generation keep pace with growing consumption, and how will consumption peaks be smoothed out in the future?\u201d Marti admits.<\/p>\r\n

One strategic question in running a company is how to anticipate these trends and develop existing services to meet changing needs. Marti also stresses that artificial intelligence is here to stay and will affect every organisation. \u201cThose who do not engage with it will lose competitiveness,\u201d he says. \u201cThat is already clearly visible.\u201d Marti himself has significantly improved his efficiency at work with the help of AI.<\/p>\r\n

\u201cThe broader trends worry me a little: can sustainable energy generation keep pace with growing consumption, and how will consumption peaks be smoothed out in the future?\u201d<\/p><\/blockquote>","image":null,"align":""},{"acf_fc_layout":"image","image":26014},{"acf_fc_layout":"text","type":"text","text":"

Mission and cooperation<\/strong><\/h4>\r\nMarti has made it his mission to raise customers\u2019 awareness of energy efficiency and share best practices. \u201cSince 2015, we have organised 71 training courses attended by around 3,500 people,\u201d he points out. Numerous experts and practitioners have also contributed to the courses, sharing knowledge, practical experience and useful advice.\r\n\r\nMarti says cooperation has worked best with leaders who see the bigger picture and understand the importance of bringing in external experts to complement their own knowledge. Among local authorities, he singles out the municipal governments of V\u00e4ike-Maarja and Tapa, which he regards as well-run organisations with clear energy efficiency strategies.\r\n\r\nIn commercial property, Marti highlights his long-standing cooperation with Larsen, which offers flexible accommodation with shared spaces and community services. He also praises the work with Scania Eesti, where strong project management has helped achieve excellent results.\r\n\r\nAmong industrial companies, he recognises Viking Window and Krah Pipes for their long-standing cooperation and for basing energy efficiency decisions on data and long-term objectives.\r\n\r\nWhen Marti is finally asked what advice he would give young people today, based on his experience and knowledge, his answer is short and to the point: \u201cStudy mathematics!\u201d\r\n
\r\n

\u201cStudy mathematics!\u201d<\/p>\r\n<\/blockquote>","image":null,"align":""}],"related_authors":[{"author":26016,"position":"Development Manager at TalTech\u2019s Engineering Academy"}]},"yoast_head":"\nMarti Arak: we cannot control the weather or energy prices, but we can control consumption - Trialoog<\/title>\n<meta name=\"description\" content=\"TalTech alumnus Marti Arak explains how skilled engineers, practical experience and smart energy management help businesses reduce energy consumption.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trialoog.taltech.ee\/en\/marti-arak-we-cannot-control-the-weather-or-energy-prices-but-we-can-control-consumption\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marti Arak: we cannot control the weather or energy prices, but we can control consumption - 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