When my fast charger was first installed, it ran at a loss. Three weeks later that same charger was generating 25% profit. Nothing about the hardware changed — only the way I let it earn. This is the playbook I followed.
Why discounts and memberships are the engine of growth
EV drivers pick a charging spot on two things: price and certainty. A sharp discount attracts volume; a membership gives your customers a reason to keep coming back. Together they break the vicious circle of an idle charger: more sessions, plus a fixed core that returns every month.
Without that revenue model you stay dependent on random passers-by. With discounts and memberships you steer your own occupancy — and therefore your profit.
Step 1 — Configure the charger correctly in Proxilink
I connected my charger to Proxilink and set up three rates: a public QR rate for passers-by (no e-MSP fees), a membership with a reduced kWh rate for regulars, and reservations for the busiest hours. Everything runs from one dashboard and is invoiced automatically.
Step 2 — A membership offer people actually want
I kept it simple: a fixed monthly price the customer recoups after just a few charges, plus a clear discount per kWh. Do the maths for your customer — “from 3 charges a month you’re better off” — and the choice makes itself.
Step 3 — A small marketing plan
I sent a short mailing to my existing contacts, posted in a few local Facebook and community groups, created a Google Business Profile for the location and put up a sign with a QR code on the charger itself. Little effort, immediate effect.
The result after 3 weeks
Occupancy rose sharply and, more importantly, a growing set of memberships created a fixed monthly base before the first session. Together with the discounted sessions that pushed the charger past break-even to around 25% profit — and that base keeps growing every month.
Want to follow the same path? See how Proxilink works and set up your first membership.