HLP Allies is Back with a Rising Entrepreneur: Necdet Can Celik

Today, I want to share the story of Can, an entrepreneur I met during my time in Bangkok.

His journey deeply impressed me and all of the seasoned expats there.

With a background in energy efficiency and electrical and electronic engineering, he made the bold decision to move abroad and establish NOVACELIK in Thailand. What inspired me most was not only his technical expertise but also his courage to start from scratch in a foreign country, navigating new regulations, cultural differences, and business environments.

His story is a reminder that growth often begins where comfort ends.

Pinar:

Hi Can, thanks for being with us in the HLP Allies series. You mentioned that the feeling of building something has been with you since childhood, starting with an apprenticeship and even a small timber trade during university. When you look back at those moments, did you already imagine that one day you would create a company of your own, or did the opportunity really become clear only after moving abroad?

Can:

Hi Pinar Hanim, when I started following HLP, I never imagined that one day I would be sharing my own story here. I really value the work that you do with HLP so being part of it feels very special. I hope my story can inspire someone.

To answer your question, it goes pretty far actually. The feeling for building something has been with me since childhood. I started working as an apprentice in a white goods repair shop on weekends and during summer breaks. More importantly, I discovered that a skill or experience could be turned into real value for others. That was the moment I realized that creating and sharing solutions no matter how small was my first step into entrepreneurship.

Later during my university years, I worked at a lumber factory. That experience soon turned into my own small timber trade. By chance one day I even managed to make my first export when a visitor from abroad showed interest. I did not plan it but I saw the opportunity and acted quickly. That small step showed me how local opportunities can suddenly turn global.

Over time my engineering background and professional journey in the energy sector gave me the technical foundation I needed. But the real change to bring everything together came after I moved to Thailand.

Pinar:

That brings me to the big leap. You said the turning point came after moving to Thailand. What made you decide to stay there and start something new instead of continuing your career in Türkiye?

Can: It was not career-driven at first. After completing a major project in Türkiye, I came to Thailand for a short holiday. One evening over dinner with my loved one I decided to stay not for my career but to try something new. Even though I had a return ticket for the next day, I left it behind. I shared my decision with my family and company and both supported me. Because of my responsibility I continued to support my company in Türkiye remotely for about four or five months.

During that time, I decided to step into the kitchen. Out of curiosity, I worked in the kitchen of an Italian New York style restaurant in Bangkok. It was a spontaneous decision. I had eaten there before, asked the owner if he needed help and he welcomed me even without an opening. I rotated through every station cold section, hot section, pizza and grill section.

Around then a personal curiosity led me further. On a trip to northern Thailand, I visited a noodle factory because I wanted to see how noodles were made. But once inside I noticed something much bigger. Energy costs were consuming their budget and they were still running a massive wood fired boiler. That moment was a turning point. That was the first time I realized my skills could create real impact in Thailand. We started small, optimizing production planning to reduce cost, then converted their boiler to an LPG system with solar hot water support and renewed their electrical infrastructure.

That project became the starting point of NOVACELIK in Thailand.

Pinar:

That is such a powerful story. Once you started NOVACELIK, how different did you find working with industrial clients in Thailand compared to what you were used to in Türkiye?

Can:Working with industrial clients in Thailand is definitely different, though there are familiarities too. My first client here was a family-owned business, which reminded me of Türkiye, as I had often worked with family businesses there as well. Thanks to my trading background I know how to communicate with them in a clear and straightforward way and that helped us to start the cooperation quickly.

But with corporate clients the process takes much longer. Even when their needs are urgent, decision making can easily take four to six months for an energy efficiency project. In Türkiye I think the same process usually moves faster.

Culturally, there is also something important called Krieng Jai. It is about avoiding directly saying “no” openly which sometimes creates delays in contract approval or technical discussions. Over time I learned how to respect that cultural difference while still keeping communication clear.

Pinar:

You mentioned how cultural nuances shaped the way you work. But building trust is another challenge, especially as a foreign entrepreneur. How did you earn the confidence of local stakeholders like clients, government authorities, and partners?

Can:I did not make extra efforts to build personal trust. I just continued to be myself and this helped me to connect with people. But when it became corporate trust I quickly realized it was different. Personal trust could only open the door but accountability, discipline and consistency could keep it open.

I learned this clearly after I met two Turkish executives in Bangkok. After they listened to my journey in Thailand, they invited me to their facility to explore opportunities together. I shared our activities in detail and eventually they became one of my first corporate clients. Out of respect I will not mention their names but I want to sincerely thank them. Their support and example influenced me deeply and helped shape how I structure my own company’s way of working.

Also, as a foreign entrepreneur compliance with the local regulations was crucial. From the beginning we aligned ourselves with Thai laws and even benefited from Thailand Board of Investment Start Up programs. This showed clients that we were here for the long term.

Pinar:

That makes sense. And I know sustainability has been central to your work. NOVACELIK now supports Thailand’s climate adaptation strategies. Why was it important for you to align your business so strongly with sustainability?

Can:Today clients do not only buy a product or service. They choose the most sustainable one and they are even willing to pay extra for it. This is no longer a trend; it is the new standard. That is why for us aligning with sustainability was never optional, it was the foundation of our company from day one.

Our approach is clear from the beginning. We share a transparent picture of our services and capacity, explaining what we can deliver for the client. We diversify our measurement tools and apply our 360-degree energy analysis system, a unique method we developed and received Smart Start Up support from the Thailand Board of Investment for.

This system goes beyond general assessments. It includes thermal analysis, flue gas analysis, power quality analysis, and machine condition monitoring. Using our data collectors we gather real time data from the field and create an energy consumption equation. This allows us to show clients how much electricity their machines will consume under different production scenarios supported by real data.

For example, we can predict the future energy demand per unit of production, considering factors such as compressed air, cooling water and if available fossil fuels. In this way we not only adapt ourselves to the new sustainability standard but also help our clients align with Thailand’s adaptation roadmap. Clients gain forward looking insight into their resource use, enabling them to plan more accurately, reduce energy consumption, meet regulations and secure their competitiveness for the future.

Pinar:

Looking ahead, what kind of impact do you hope NOVACELIK will create in the next five years?

Can:We want our impact to go beyond cost savings and compliance. Our vision is to create a certification system of our own, a mark that guarantees efficiency and sustainability in industrial operations. This will not only give a measurable standard to follow but also push the market toward higher accountability.

At the same time, we are working to establish an academy where people can be trained in energy management and sustainability practices. Because without trained people, even the best technology cannot deliver sustainable results. Alone it is not enough, people need the knowledge and mindset to carry these changes forward.

Global expansion is also part of our roadmap. We are already exploring opportunities in countries where very few service providers go such as Bangladesh. This interest actually came from our Turkish solutions partners in Thailand who mentioned us in those markets and encouraged local companies to reach out.

Pinar:

For the professionals and engineers reading this, what advice would you give them if they want to turn their expertise into a global business?

Can:These days turning a business global is easier than ever. With the internet you can already reach clients, partners and opportunities worldwide without even leaving your country. But the real key is recognizing opportunities and acting on them.

In fact, that was exactly how I made my first export during my university years. I had no plan to sell abroad but when the chance appeared I saw the value and acted quickly. That small step showed me how a very local business could suddenly become global with the right mindset.

So, curiosity and action matter more than waiting for perfect timing. Many times, global business starts with small opportunities that you dare to pursue.

Pinar:

Finally, when you look back, what would you have done differently when starting your business in Thailand?

Can:In the beginning I was fully focused on work. I thought the only way to succeed in a new country was to keep pushing nonstop and I did not really allow myself any breaks or holidays. Looking back that was a mistake.

If I could start again, I would:

• Maintain balance between work and personal life. Back in Türkiye even when I worked 12 hours a day 5 days a week, I stayed motivated because I gave myself balance on weekends going on nature hikes or train journeys with my best friend. In Thailand I did not give myself that same balance and now I realize how important it was.

  
  

Learn Thai earlier. Language is not only about communication, it is also showing respect and building deeper trust. While English works in business, speaking the local language would have opened many doors faster.

• Build a strong local team earlier instead of trying to do everything on my own. That would have accelerated our growth and made the company more resilient from the beginning.

  
  

• Invest more time in developing my professional skills continuously, while also maintaining my professional sport life at the same time.

Can’s journey shows us that entrepreneurship is not only about building a business, it is about building resilience, vision and trust in unfamiliar environments. His experience proves that when knowledge meets courage, opportunities can turn into impact across borders.

I hope his story inspires those of you who are considering your own leap, whether it is abroad, into entrepreneurship, or simply into a new chapter.