Taupo insulation service provider Easy Insulation's initial push into the home heating market read like a steamy adult entertainment blurb.
Business partners Rob Jones and Willy Orton had decided to use the local classifieds to drum up business.
Using Orton as the frontman the ad - "Willy's Expol Services -cheap, quick, friendly" - created a few chuckles, says Jones.
"It was like one of those ads you see in the adult entertainment pages."
But the cheeky ad got five responses, and $12,000 worth of business in the first week.
The pair had personal experience to draw on before starting out, having shared a miserable freezing winter as flatmates in an uninsulated house Jones had bought in Taupo in 2008.
Fed up with living in a virtual fridge they had crawled under the house and fixed polystyrene Expol material to the underfloor. "We realised then there were other people like us who were probably living in similar cold homes."
Encouraged with their skills, they launched the business concentrating on underfloor insulation which had been ignored by other contractors.
"Other companies were insulating ceilings but few were targeting underfloor insulation.
"It became an absolute goldmine for us."
The business boomed when a 33 per cent government subsidy was offered to insulate homes.
"When the subsidy was announced we hit the ground running because we had the staff and equipment already in place."
The "Warm Up New Zealand: Heat Smart" programme provided a $330 million grant over four years to home owners to help insulate their houses.
An average 90 square metre home can cost around $3250 to insulate with homeowners qualifying for a 33 per cent subsidy - around $1100 off the price.
The scheme has been replaced by "Warm Up New Zealand: Healthy Homes" with provision of $100 million for home heating up to June 2016.
In the last four years Easy Insulation - one of 52 national contractors registered with the Energy Efficiency and Conservation Authority - has insulated nearly 2000 homes, from 4000 homes assessed, in seven towns between Tokoroa and Taumarunui, in the central North Island.
It took approximately a day to insulate an average house.
The company used a polyester "Greenstuff" blanket underfloor, and a glass wool blanket in the ceilings.
Non-compliant woodburners are also replaced.
Easy Insulation employed 15 staff adept at crawling on their stomachs in a confined claustrophobic working environment.
"It has to be physically one of the worst jobs anyone can do but we have enthusiastic staff who are hard-working and skilled."
Last year the company recorded a turnover of $1.8 million.
"It's a small market in a geographically challenging area but our promotion, through local papers in particular, has kept us ahead of our competition."
Jones is optimistic the industry can become self-sustaining without the need for subsidies to insulate 900,000 sub-standard houses.
"Homeowners have become more aware of the health benefits of insulation since the subsidy was introduced.
"Families with young children won't tolerate cold uninsulated houses any more.
"The aim is to prepare a pricing package which will allow home insulation to be affordable."
- © Fairfax NZ News