6-7:30 PM
John Odell, Energy Efficiency & Conservation
Manager – City of Worcester
Break
7:45 – 9 PM
Green Service Opportunities – Will O’Brien
November 2011
Will O’Brien
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Definitions
Market Trends
Green Service Opportunities:
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Business Certification
Carbon Footprint Labeling
Carbon Trading
Energy Efficiency
Franchising
Organic Farming
Renewable Energy
Retail
Sustainability Consulting
Additional Resources
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Individuals who conceive new business opportunities and
who take on the risks required to convert those ideas into
reality.
People who are able to identify new commercial ventures
(which often involves a willingness to ‘look outside the
box’ and examine issues in fundamentally different ways
from more conventional approaches).
Incubate ideas and champion their adoption, assemble the
resources needed to bring the idea to commercial reality
(such as money, people and technologies) and, finally, to
launch and grow the business venture.
Entrepreneurship arises when enterprising individuals
identify an unsolved problem, or an unmet need or want,
which they then proceed to satisfy.
Source: “The Essence of Ecopreneurship” by Michael Schaper, 2002
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An Ecological Entrepreneur is someone who is
driven not only by the possibility of making a
profit, but is also driven by environmental and
social concerns.
They want to make the world a better place by
improving the environment.
The field is socially important because ecological
entrepreneurs are instrumental in reshaping the
way we approach the environment and its relation
to business.
Source: www.environmentalprograms.net/guidance/eco-entre/
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Oil and natural gas will get more expensive.
Producing greenhouse gas will get more
expensive.
Waste less water.
Waste less energy.
Produce clean renewable energy.
Have stronger green certification.
Cleaner food and better health
The flat world.
Raising the green bar…increasing awareness
The conserver company.
Market Trends
Green Services
Greater focus on energy costs
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Renewable Energy Consulting
Energy Management Consulting
Buildings: Design, Weatherization
Carbon Trading
Increased focus on healthier living
• Organic Farming
• Toxic Detection, Reduction & Removal
Growing consumer awareness re:
environmental sustainability
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Risk mitigation for investors re:
sustainability
• Sustainability Reporting
• Sustainability Report Auditing
Mounting pressure from governments,
competitors and other stakeholders on
businesses, colleges & universities
• Environmental Law
• Environmental Compliance & Planning
• Sustainability Consulting
Business Certification
Educational Programs
Marketing
Natural Tourism
Carbon Footprint Labeling
Waste Management Services
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Institute for Green Business Certification
www.gbcertified.com/11-Home.asp
Green Business Bureau
www.gbb.org/
The Bay Area Green Business Program
www.greenbiz.ca.gov
Sustainable Business Leader Program (SBLP)
www.sustainablebusinessleader.org
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Forest Steward Council (fscus.org)
LEED (usbcg.org)
Marine Stewardship Council (msc.org)
Green Seal (greenseal.org)
Green-e (green-e.org)
Energy Star (energystar.gov)
Organic (ccof.org)
Fair Trade (transfairusa.org)
Cradle to Cradle (c2certified.com)
SMART Certification
www.sustainableproducs.com/mts/smartstandards.html
Jan. 23, 2007 Tesco, the largest supermarket chain in
Britain, has announced that it will begin labeling all 70,000
products on its shelves with the amount of carbon generated
from the production, transport and consumption of those
items.
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Tesco in UK
www.tesco.com/greenerliving/greener_tesco/faqs/qa_carbon_fo
otprint_and_labelling.page
http://www.terrapass.com/blog/posts/british-superma
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Wal-Mart: Process for Greening Supply Chain
http://greenedgellc.com/posts/walmarts-process-for-greeningits-supply-chain
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Strategic Sustainability Consulting
www.sustainabilityconsulting.com/walmart
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World Energy Solutions, Inc. (NASDAQ: XWES) is an energy management
services firm that brings together the passion, processes, and
technologies to take the complexity out of energy management and turn
it into real bottom-line impact for the businesses, institutions and
governments we serve.
Also a leader in the global carbon market, the World Energy | Exchange
supports the ground-breaking Regional Greenhouse Gas Intitiatives
(RGGI) cap-and-trade program for CO2 emissions. World Energy is
headquartered in Worcester, Massachusetts, with regional offices around
the U.S., including Dublin, Ohio; Houston, Texas; Philadelphia,
Pennsylvania; and Washington, D.C.
www.worldenergy.com/hello-2/
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Per US Green Building Council, buildings
contribute:
◦ 40% of greenhouse gases into the atmosphere for
heating and cooling
◦ account for 70% of electricity used
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New Buildings
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Existing Buildings
Green, high-performance buildings deliver
measurable and significant environmental and
fiscal
benefits. When compared to structures built to
conventional construction methods, green
buildings:
 consume 26% less energy4
 account for 33% fewer greenhouse gas
emissions5
 require 13% lower maintenance costs6
 yield 27% higher occupant satisfaction7
Building green doesn’t have to cost a penny more.8 Investments in
green buildings pay dividends and reap rewards, on average
resulting
in:
 6.6% improvement on return on investment9
 8–9% reduction in operating costs10
 7.5% increase in building value11
 3.5% increase in occupancy ratio12
 Building green also creates quality jobs. A 2009 USGBC/Booz
Allen Hamilton report found that, despite a challenging economic
outlook, green building will support nearly 8 million jobs in the
U.S. economy and contribute $554 billion to U.S. GDP between
2009 and 2013, many times its contribution to jobs and GDP
over the last eight years.13
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Making buildings more energy efficient is a
massive business opportunity
Getting attention from all quarters
Older buildings provide even greater
opportunities for energy efficiency
Homes need to be energy efficient, healthy
and comfortable
Low barrier to entry @$10K
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Energy auditing
Education and certification (of auditors)
Energy Consulting for businesses
Increased investments in energy efficiency
Energy Efficient Contractors…..
Energy Efficiency Contractors:
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Installing insulation
Changing lighting
Installing lighting controls
Changing thermostats
Installing whole house fan or attic fan
Repairing air ducts
Insulating pipes and ducts
Weatherstripping
Installing daylighting
Installing energy efficient appliances
Installing energy efficient heating and cooling
systems
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As businesses involved in energy efficiency
grow, this will stimulate other related
businesses:
Phase I: renewable energy and green
buildings
Phase II: marketing, websites, hiring,
accounting; i.e., whatever businesses need to
operate
Phase III: education at all levels re: energy and
sustainability topics
A Franchise is a business in which you buy the
right to see the products or services of an
established business using their marketing,
trademarks and techniques.
A long-term business relationship in which the
purchaser (“franchisee”) is granted the right to
operate a business under the trademark of an
established business owner (“franchisor”) and
use its business techniques.
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A proven concept
The ability to use trademarks associated with
the franchise brand
Established products and services, saving you
the trouble of product development
Selling an established brand so you can hit
the ground running
Ongoing promotional efforts and materials
the partner organization may provide
Business leads for your area
Training and expert help
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Experience in the business
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Initial franchise fee and ongoing royalty
payments
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Initial fees range to tens of thousands of $
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Royalties = single digit percentage of sales
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Hard work….
www.dunkinfranchising.com/aboutus/franchise/franchiseprocess.html
Provides detailed information re: the franchise.
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“Green Franchises….Making Green by Going
Green”
www.franchisematchmaker.com/green-franchise/
www.franchisematchmaker.com/
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Green Franchise Directory
www.greenfranchisedirectory.com/
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Eco-Living Franchise
www.youtube.com/watch?v=qpU4JAiWGYQ
Envirocare Franchise
www.youtube.com/watch?v=_ZS6lE7mhDs
ENVIRONMENT
 Biodiversity
 Water
 Climate change
Gulf of Mexico hypoxic ‘dead zone’
created by fertilizer runoff
7000 sq mi. 16% US fisheries
Source: NASA; USCoC
HEALTH
“You are what you eat”
 Vitamins
 Pesticides
 Disease?
ORGANIC IS…
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“an ecological production management system that promotes and enhances
biodiversity, biological cycles and soil biological activity. It is based on minimal
use of off-farm inputs and on management practices that restore, maintain
and enhance ecological harmony.” Source: OTA
WHAT?
 a system of farming that improves soil fertility without using
toxic chemicals like those found in fertilizers and pesticides.
 a way of growing that considers the soil, the plants, their fruits and those that
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eat them as one interdependent
system.
HEALTHY SOIL = HEALTHY PLANTS
= GOOD FOOD
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BY THE NUMBERS
US Organic Food Sales
in $ Billion
30
25
20
15
10
Organic fruit & veg lead
market 2009 vs 2008:11.4 %
Market penetration :
(% all food sales)
1997:
0.8 %
2005: 2.5 %
2006: 2.8%
5
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Global organic food sales:
1990 2003 2006 2009
2003: $24.8 billion
20% average annual growth 2008: $50.9 billion
Sources: Organic Trade Association, Organic Industry Survey 2010
USDA , Recent Growth Patterns in the US Organics Food Market, Bulletin 777
The World of Organic Agriculture: Statistics & Emerging Trends 2010
FOURWINDS ORGANICS
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Passion & personal connection
Market need
Planning
Network
Persistence
Adaptability
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Finite Amounts of Existing Sources
◦ Oil, Coal, Natural Gas
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Carbon Dioxide Emissions
◦ Climate Change
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Economical Considerations
◦ Shift in money flow to local markets
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Energy Independence
It Just Makes Sense
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Utilizes high altitude wind turbines
tethered to the ground
Conventional ground-based windmills can
only go so high (~300 feet)
Magenn Power
◦ http://www.magenn.com/index.php
Video 1:
http://www.youtube.com/watch?v=m6vgW
P5U5Ew&feature=related
 Video 2:
http://www.youtube.com/watch?v=uQbw8og
A_2M
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Algae based biofuels
Carbon Neutral
Synthetic Genomics
◦ http://www.syntheticgenomics.com/
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Sapphire Energy
◦ http://www.sapphireenergy.com/
◦ http://www.sapphireenergy.com/greencrude/how-does-it-work/
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Video:
http://www.youtube.com/watch?v=dBLVtAMn5A&feature=related
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Utilizes wave motion to power hydraulic rams
to electric generators
◦ Looks like a giant Sea Snake
◦ Wave Farms - Portugal
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The energy within a wave is proportional to the
square of the wave height.
◦ Therefore a two-meter high wave has four times the
power of a one-meter high wave.
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Pelamis wave Power
◦ http://www.pelamiswave.com/
Video:
http://www.youtube.com/watch?v=F0mzrbfzU
pM&feature=related
Video 2:
http://www.youtube.com/watch?v=snxm1EaDf
4g
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Opposite of nuclear fission
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National Ignition Facility
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◦ The reaction that fuels the sun
◦ http://www.rdmag.com/News/2009/03/Nati
onal-Ignition-Facility-ready-to-makefusion-history/
◦ Goal is to make tiny star for a fraction of a
second
◦ Would generate 100 times the amount of
energy than it took to produce it
Video:
http://www.youtube.com/watch?v=04O
8WjtLnxg
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Utilizes the earth’s natural heat
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Geodynamics (Australia)
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◦ Pump cold water down
◦ Hot water and steam pumped out
◦ Fed into turbine which powers an electric
generators
◦ Water is condensed and fed back into the
ground
◦ http://www.geodynamics.com.au/IRM/content/h
ome.html
Video:
http://www.youtube.com/watch?v=dXxdOjV26Q&feature=related
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Utilizes giant solar panels in space
◦ Designed to capture sunlight
continuously
◦ Power is then sent to earth using
microwaves
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Solaren
◦ http://www.solaren.com/
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Video (start at 1:35):
http://www.youtube.com/watch?v=D
56vRfv71OA&feature=related
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Terrapower
◦ Utilizes nuclear waste
◦ Wave reactor
◦ Reaction lasts for decades
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Video (start at 8:35 / stop 15:15):
http://www.youtube.com/watch?v=JaFfq2Zn7I&feature=related
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Products and/or services…define your
business
Target market?
How are the products and/or services green?
Will it be brick & mortar or e-commerce?
Will your operations be green?
If yes, your employee policies, your
operations and suppliers must be green.
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Store space, leased or purchased…. $1K to
$10K/month
Store interior: $10K to $100K upfront
Inventory
Salaries, payroll taxes plus other employee
expenses; a few employees
Other operating expenses including
insurance, utilities… $1K/month
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Green building supplies
Salvaged and eco-friendly building supplies
Eco-friendly pet store
Herbal remedy store
Second-hand clothing franchise
Solar gadget store
All bulk food store; i.e., to reduce packaging
Organic meat butcher shop
Office supplies
Energy efficiency device store including energy
audits
Electric scooter store
Provides entrepreneurs the means to get their
own Eco-store up and running quickly
http://corporate.onlygreen4me.com/
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Direct sales company working through EcoConsultants to bring green solutions directly into
homes and offices in the U.S.
Creating a network of Eco-Consultants who go to
people’s homes and suggest a variety of green
changes in a 1-2 hour Green Home Makeover.
Can add eco-consulting to their complementary
green business; e.g., green cleaning, interior
design, professional organization, energy
auditing, construction.
www.greenirene.com/
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Energy Conservation
Energy Efficient Lighting
Water Conservation
Water Purity
Toxic Free Living
Indoor Air Quality
Recycling & Waste Reduction
Carbon Footprint Reduction
Safety
www.greenirene.com/aboutus.asp
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HP: Energy Solution & Sustainability Management
http://www8.hp.com/us/en/solutions/solutionsdetail.html?compURI=tcm:245-300963
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Sustainability Consulting Services including energy
audits, report audits:
- Deloitte
- Accenture
- KPMG
- PWC
- GreenerU, Inc.
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Environmental Resources Management (ERM)
http://erm.com/
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“Starting Green…From Business Plan to Profits” by
Glenn Croston, Ph.D.
(An Ecopreneur’s Toolkit for Starting a Green Business)
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“Going Green Profitably” - Wells Fargo Series
www.youtube.com/watch?v=gQZcSnsb6rs
“Sustainability: Ideas Can Change the World” by
Darcy Hitchcock
www.youtube.com/watch?v=dA4kp0QOmpE
Entrepreneurship that redefines the
bottom line
Copy of CD for $25:
http://ecopreneurist.com/2008/06/25/naturally-successful-inspiring-videos-for-greenhttp://www.arnoldcreekproductions.com/NaturallySuccessful.htm
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L. Hunter Lovins: author of “Natural Capitalism”,
Professor at Presidio Graduate School, co-founder
of Rocky Mountain Institute
Gil Friend: President and Chief Executive Officer of
Natural Logic. A systems ecologist and business
strategist
Mark Albion: founder of Net Impact, author,
Professor of Entrepreneurship at Babson College
Van Jones: American environmental advocate, civil
rights activist and attorney; author of “The Green
Collar Economy”
Bob Willard: a leading expert on the business value
of corporate sustainability strategies; founder of
The Natural Step; author of “The Sustainability
Advantage”
Stages:
#1
#2
#3
#4
Viewing compliance as an opportunity
Making value chains sustainable
Designing sustainable products and services
Creating “next-practice “platforms
“ Why Sustainability is Now a Key Driver of Innovation”, Harvard Business Review,
2009
http://hbr.org/2009/09/why-sustainability-is-now-the-key-driver-ofinnovation/ar/1
Note: article is also on www.greenprof.org
Eco-entrepreneurship
Businesses that are “Green”
– Solar, Wind, Hydro, GeoThermal Power
– Recycling/Reprocessing
– Eco-Friendly Products
– Organic Agriculture
– “Green” Non-Profits
• e.g., Sustainable Methods
Institute
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China
www.youtube.com/watch?v=qTLxeUBP9OI
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Electric Vehicles
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Wal-mart
www.youtube.com/watch?v=eUCznRsf1-Y
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Ben Lowe
www.youtube.com/watch?v=tQQpFPVkwkc
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Rocky Mountain Institute www.rmi.org/rmi/
www.youtube.com/watch?v=Ja15rw9FKt0