Get Green
Business Plan
Table of Contents
Executive Summary ........................................................................................................................ 1
Business Plan .................................................................................................................................. 4
Market Research ........................................................................................................................... 10
Background and History ............................................................................................................... 11
Management Team........................................................................................................................ 11
Start Up Plan ................................................................................................................................. 13
Operational Plan............................................................................................................................ 17
Financial Plan................................................................................................................................ 18
Sustainability................................................................................................................................. 21
Conclusion ................................................................................................................................... 22
Biography...................................................................................................................................... 23
Executive Summary
We, the Business Administration Program & Energy Systems Engineering Technology Program
from Holland College, Prince Edward Island, are submitting a business plan for the rural
community called Greenville. Our goal is to outline how Greenville, a rural community of less
than 10,000 people, can become the Most Environmentally-Friendly Community in the World,
while maintaining a prosperous and vibrant economy.
Based on similar Atlantic Canadian communities of a similar size and industry, we are using the
following parameters for this business plan. Greenville has 3,850 homes and numerous business,
municipal, and industrial buildings. Facilities considered in addition to household residences
include, but are not limited to: malls, hospital, dental clinics, tractor dealerships, elementary,
junior and senior high schools, senior residences, gas and convenience stores, independent
electrical/hardware/building supply store, farmers market, grocery store, pharmacy, dairy
processing plant, ice hockey rink, and recycling depot.
We will be implementing a variety of initiatives to help Greenville become sustainable both
environmentally and economically. Community spirit and health benefits are an important
component that will also be examined. These initiatives are broken down into the following
categories:
Individual Initiatives include:
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Scholarships will be offered for graduating secondary students to continue their postsecondary studies in renewable energy/sustainability.
Through the “Go Green Community Challenge” individuals at home and in schools will
be encouraged and rewarded for reducing waste and saving energy through this
continuing program.
Marketing and promotion of healthy foods including locally grown vegetables, fruits,
meats, and dairy products.
Individuals will be encouraged to use active transportation such as walking and biking
whenever possible through the provision of safe, well-lit biking and walking paths.
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Household Initiatives:
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Subsidized energy audits to complement existing Federal and Provincial auditing
programs.
Education and aiding with implementation to promote the auditing process and user
friendly energy efficiency applications/installations such as LED bulbs, air sealing, low
flow toilets, shower heads, faucet aerators, etc.
Access to funding through the Eco-Equity Loan fund.
The phased in installation of smart meters in homes so home-owners can monitor their
energy usage and promote renewable electrical generation through net-metering and
selling their excess energy back to the utility.
Municipal Initiatives:
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Subsidized energy audits to complement existing Federal and Provincial auditing
programs and rebates.
Retrofit and upgrade of municipal buildings to make them more energy efficient, in
accordance with the auditing process.
The gradual joint venture control with the utility company as an integrated utility
company for greater cooperation.
Development of a green park, community garden, and construction of safe bike and
walking trails that link all major destinations, with special consideration for schools and
parks.
Construction of a model green home which is open to the public and provides tours, ideas
and information on energy efficient techniques that households can implement.
Education, promotion, and subsidies for farmers wishing to implement sustainable and
organic farming practices.
Development of Mayors’ Greenest City Awards to be given out annually to youth,
citizens, businesses, and schools.
Business Initiatives:
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Subsidized energy audits to complement existing Federal and Provincial auditing
programs and rebates.
Direct involvement in green energy promotions.
Development and access to a municipal purchasing department.
Incorporation of smart meters and smart grid throughout the community.
Subsidies for green initiatives including, but not exclusive to solar thermal, solar air
heating, LED conversion, etc.
Through the “Go Green Community Challenge” local businesses would be encouraged
and rewarded for reducing waste and saving energy through this continuing program.
Town Planners will create a task force to implement and manage the energy efficiency and green
incentives. The task force will be made up of a Sustainability Officer and staff.
They will win support by educating citizens of Greenville about economic and health benefits of
a sustainable environment. This will be achieved by:
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Implementing a real estate market that values energy efficiency.
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Facilitating healthy lifestyle choices through facilitation of active transportation and
locally grown food.
Stimulation of the economy through sustainable energy and farming initiatives.
The Sustainable Task Force will utilize a variety of public relations and marketing initiatives to
convey the message to citizens of Greenville. Examples include:
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“Kick-Off” green challenge campaign.
Advertisement campaign including but not limited to solar LED recycling centers and
school bus stops.
Classes and contests in the K-12 school system.
“Go Green” community challenges.
Epic Festival.
Monkey bikes.
Bike/Gym membership giveaways.
Greenville website.
Mayor’s Greenest City Awards for Youth, Citizen, Neighborhood, Citizen and School.
The main goal for the project is that it is financially self-supporting for future generations. Our
vision seeks:
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Revenues from advertising on school bus stops and recycling centers.
Ability to retrofit existing buildings through the Eco Equity Fund.
Sustainable Organic Farming - Farmers Market.
Reduced Residential Energy Consumption - more disposable income.
Reduced Business Energy Consumption - greater profit margin - new jobs.
Reduced Municipal Energy Consumption - budget savings put into ongoing incentives
and Eco Equity Loan Fund.
Energy efficient construction through an enhanced building code.
Job creation through implementation of renewable energy technologies.
Decreased medical cost through the health benefits of an active populace (biking and
walking), proper nutrition (communal gardens and farmers market), and environmental
concerns (decreased emissions for energy creation).
A friendlier community that bridges the gap between the rich and the poor.
Together these initiatives combine into a homogeneous Green Action Plan which can begin to
take effect immediately. Some initiatives will require a longer time frame and these are all
documented in the business plan. In this way, the integration of the business plan can be painless
to those in the community who have difficulty adapting to change (which is inherently the most
difficult part of any action plan). Reviewing the business plan will clarify how our
implementation will be straight-forward and effective.
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Business Plan
Audit the Community
The first step to reducing energy consumption is the ability to conserve energy. Energy audits
allow us the ability to identify opportunities for energy conservation and savings in terms of
highest priority and quickest payback. Implementing opportunities of greatest benefit will allow
the resulting energy and cash savings to be applied to long term potential opportunities.
As part of our plan, we will create an Implementation Team who will be responsible for going
door-to-door throughout Greenville. At each house/business, team members will explain the
energy audit program, and will provide them with 1 LED light bulb; properly seal one window;
install one low-flow shower head and one faucet aerator; and complete a basic checklist with the
homeowner showing how they can reduce water & energy consumption. This initial phase of the
audit process will allow us to develop a benchmark for each residence and business that opts-in
to the program.
The next step in the process will be to have the Implementation team refer citizens of Greenville
who showed potential from the preliminary audits to have a detailed audit that will seek to
qualify for Federal and Provincial programs. The implementation team will leverage existing
federal and provincial funding programs in order to supplement the program being developed for
Greenville. Unfortunately, it is difficult to put a price tag on the costs of the auditing process, as
programs and funding vary from province-to-province. See Figure-1 below for an example
pulled from the Efficiency-NB site showing funding available to the commercial sector.
Figure-1: Screen shot from NB Efficiency Webpage.
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By contrast, detailed audits are not funded on PEI, but are not required in order to access funding
for provincial energy saving initiatives. For Greenville citizens, the detailed audit will be
supplemented, but a small charge will apply to encourage participation.
Upon completion of the detailed audit, a prioritized list of recommended upgrades that spans the
community could be developed. A Purchasing and Acquisition sector that would be part of the
Implementation Team could be responsible for sourcing cost effective materials to be used in
building retrofits. Acquisition will be done using a home-first approach, starting with local
distributors, and then gradually moving outward to Provincial, National, and then Internationaldistributors in an effort to determine the most cost-effective source of materials. Bulk materials
acquired at reduced prices by the Purchasing and Acquisition sector will be sold to local
companies at cost in order to ensure that savings can be passed along to business owners and
homeowners.
Efficiency Standards
Greenville will incorporate high efficiency building requirements for future homes and buildings
similar to R-2000 and LEED. By adopting mandatory energy audits prior to the buying or selling
of new homes, Greenville will be able to encourage home/business owners to install long term
energy opportunities, that will increase the value of the home/business and will be reflected in
the total value of the home/business. This will have the added benefit of bringing older homes
up to minimum energy standards, resulting in an unprecedented level of energy efficient homes,
anywhere in the world.
Sustainable Crops and Organic Farming
A true sustainable community needs sustainable food and farming, but should also help to boost
the local economy. This can be done by providing incentives for farmers to go organic and grow
a more diverse share of cash crops. There are number of underutilized cash crops in Atlantic
Canada that through education and incentives, local farmers could greatly benefit from. These
include, but are not limited to: hops, hemp, rose-hips, primrose, and soybeans.
Hops are most often known as one of the ingredients in beers and ales, and can be marketed to
microbreweries. However it can also be used in a number of natural health products and herbal
remedies, such as a digestive aid, or a relaxation and sleep aid.
Hemp can be used in the production of many products and every part of the plant can be used.
The seeds are very nutritious with about 44% of its weight being healthy edible oils, containing
about 80% essential fatty acids (EFAs) such as Omega-3. Hemp bast-fibers are long and durable
and have a number of commercial applications. It can be used to make fiberglass alternatives and
biodegradable plastics that are as strong or stronger then petroleum based equivalents. A number
of construction materials can be made including hemp-crete and shingles. Hemp paper uses less
chemicals, is more easily recycled, and you can get 4 times as much hemp pulp per acre,
compared with wood pulp.
Soybeans are routinely in demand for tofu production and for the lactose intolerant soy
substitutes. It is also often used as animal feed.
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Any crops that the farmers can’t sell because of limited initial markets or low prices could be
sold to the Bio-gas plant. Farmers could also get small scale digesters on their farms, through the
Eco-Equity Fund, to give them low cost fuel that is much more environmentally friendly than
fossil fuels. All biological waste from animals and waste parts of crops can be used in the
digester, along with any other renewable energy sources. Farms are often the perfect location for
wind turbines.
Phase 1: We would have an independent study done to look at how well different cash crops
would grow in Atlantic Canada and to determine the amount of incentives that would be needed
to make certified organic production a truly appealing alternative for cautious farmers. This
study would explore what cash crops grow best in our climate, how these crops affect soil
productivity, as well as finding what crops could be used within Greenville. A consultant will
also be needed for this phase to educate farmers, research price and product, and to deal with the
regulatory issues during the process.
Phase 2: Implementation of the program would utilize the results of the study to provide the best
possible incentives to get farmers to switch over. These incentives could come in the form of
helping farmers cover initial costs, tax credits, and potentially helping market these products to
local businesses.
Phase 3: Final phase would be the implementation of manufacturing and production facilities
utilizing new or existing sustainable farming operations, this could include hemp construction
materials, micro-breweries, pharmaceuticals etc.
Bio-Gas
Bio-gas production is a natural process in which any organic matter under the right conditions
can be turned into a useful fuel for combustion engines (electricity) and space heating. The
byproducts from the process can be turned into a high quality bio-fertilizer which will improve
the growth rate and yield of plants. There are millions of operational bio-gas plants around the
world. It is the intention that all waste collected in Greenville be utilized in the bio-gas plant.
The use of bio-gas has many advantages. In Greenville the implementation of bio-gas from
agricultural and municipal waste could be a
source of revenue while potentially helping
to reduce climate change. Many businesses in
Greenville could also contribute to the biogas facilities including restaurants, fish
processing plants, meat and dairy processors,
greenhouses etc.
The United Nations ranked community based
bio-gas production facilities as the best
decentralized sources of energy. Unlike the
centralized energy supply technologies, such
as: power plants based on hydroelectricity,
coal, oil or natural gas. Bio-gas plants do not
require big capital to set up, and do not pose environmental problems that excite public
opposition. Instead, in most cases, they offer solutions to existing environmental problems.
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Phase 1: Feasibility Assessment
There will need to be an independent study done at the community level to determine the amount
and type of feed-stocks available. Feasibility studies from other similar communities can be
utilized as reference. There have been recent studies done by University of Prince Edward Island
(UPEI) and New Brunswick Community College (NBCC) that show very promising results in
farm-based bio-gas plants. These results can be used to educate the community on the
importance of building such plants to increase public awareness and support. The results of the
studies will determine the ideal size and locations for proposed biogas facilities.
Phase 2: Design and Building of Bio-Gas Plants
The design and building of the plants will be done by qualified companies who will employ
engineers that have experience in commissioning such plants. Whenever possible, workers from
Greenville and surrounding areas will be hired to build and operate the plants.
Phase 3: Implementation of bio-fuel as a clean, sustainable vehicle fuel
For example in Kristianstad, Sweden they use food scraps and farm waste to produce enough
bio-gas for 1500 cars 25 buses and 10 heavy vehicles. Advantages include protection of the
environment by reducing CO2 emissions, cheaper fuel costs and potential revenue from the sale
of bio-fuels. Bio-fuels from sustainable farming can easily be produced and used for municipal
vehicles like snowplows and large trucks.
Bio-gas would be a perfect solution for Greenville and other small or large communities. The
ability to generate power 24/7 makes bio-gas a much better form of renewable energy compared
to wind and solar power. The benefits of bio-gas are endless, from energy independence to
protecting the environment.
LED Lighting
Light emitting diode (LED) technology is the wave
of the future in terms of lighting. A phase in of
solar LED street lights, LED lit recycling centers,
solar LED bus stops and LED bulbs will
significantly reduce energy consumption. The use
of LED lit recycling centers and solar LED bus
stops should see payback through advertising in
less than one year. These advertising dollars make
this an exponential sustainable initiative. The solar
LED street lights are a marketing idea to promote the concept of solar LED lighting use to the
general public. Although they do not provide direct income, they represent lower municipal
spending on public lighting and will lessen Greenville’s environmental footprint.
Phase 1: The community of Greenville will implement several trials including solar bus stops,
street lamps, recycling centers along with providing each resident with one LED bulb.
Phase 2: The town will purchase bulk quantities of LED bulbs through the Purchasing and
Acquisition sector, and find a local retailer to sell them at a reduced cost for residents and
businesses.
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Multi-Use Paths
We propose the development of a network of biking/walking paths that will intersect the town,
connecting various points of interest and making the community more open, accessible, and
friendly toward alternative modes of transportation. The path network will focus on the Green
Park as the central hub, and will link all local schools, libraries, farmers markets, sports facilities,
and other important community fixtures. The idea behind these paths would be to provide an
alternative to sidewalks and roads that will be accessible to people of all ages.
This development will also look at the possible implementation of designated ‘no car’ zones in
the downtown core, where cycling and pedestrian traffic have priority. Another possibility
would be bike path “trial-runs” around the city, where one lane of several one-way streets
identified by a hired consultant would be converted to bicycle lanes for a limited time to
determine the feasibility of such an approach. This could involve the painting of temporary lines
or the installation of temporary bollards to prevent vehicles from driving on the bike path.
Phase 1: The development of the path infrastructure plan will involve hiring a consultant who
will research the issue and perform the work necessary to identify possible routes, points of
interest, community interest, and possible hurdles that may arise.
Phase 2: The implementation of the multi-use path network, with paths being built in areas
where streets are not able to be re-purposed or modified for multiple modes of transportation.
Green Park & Farmer’s Market
Another initiative to be investigated will be the development of a Green Park in Greenville that
will act both as green space for the community and as the site of the Sustainable Demonstration
House that will be constructed. The Demo House will demonstrate the most energy efficient
technology available to homes today and will include initiatives such as a demonstration solar
hot water system, photovoltaic panels for electricity generation, green roof, grey water collection
systems, daylight sensors, geothermal heat pumps, solar air heaters, etc. Information placards
will be placed throughout the home providing real-time energy savings information to visitors.
Ideally, the model house will be in the vicinity of the local farmers market, and will also be
connected to the path network. The Farmers Market would allow locally grown food and
products to be exchanged in a cost effective manner and will further promote the Green Park as a
community gathering place.
This Green Park will also be one of the central access points on the bike path and may act as a
key intersection and rest area for those who are using the path. As it is expected to receive more
use than other areas of the park, it would also incorporate things like benches, water stations,
public restrooms (possibly incorporating composting toilets), and outdoor exercise systems. A
community garden will be developed in the Green Park to provide space for community
members to grow their own fruit and vegetables. Only species native to the area will be planted
in the landscaping of the Green Park. Native species are designed to grow in this climate and
require less watering.
Phase 1: Consultation with town planner who will research the feasibility of such a project,
identify any hurdles that may arise, and develop a plan.
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Phase 2: Coordination and construction of the green park and model home.
Smart Grids/Meters, Utility Grid Analysis & Electric Vehicle Promotion
A smart grid system consists of multiple networks, power generation companies, and
independent energy operators employing varying levels of communication and coordination.
Smart Grids increase the connectivity, automation, and coordination between suppliers,
consumers, and networks that perform either long distance transmission or local distributions
tasks. Real-time management of power flows and providing bidirectional metering is needed to
compensate local producers of power.
For the Town of Greenville to become
more sustainable and financially
independent, a full grid analysis would
be under-taken in the first year looking
at a plan to phase in joint control
between the municipality and utility
company for controlling the grid. This
would allow ‘Feed-In-Tariffs’ and other
cost saving measures to proceed more
smoothly. The study would be done to
show the benefits of having the utility
grid falling under partial control of the municipality. This would reduce some 3rd party spending
and allow the municipality to have a voice in energy needs and the pricing structure. Without
some control of the grid system the implementation of the smart grid and changed policies such
as allowing ‘Feed-In-Tariffs’ from renewable energy suppliers would be far less feasible to the
municipality as it streamlines the entire operation.
In some circumstances the municipality may have to resort to taking over complete control of the
utility company making it fully independent in order to achieve some of these objectives. An
example of an independent utility already operating above reproach in Atlantic Canada is
Summerside, Prince Edward Island where the municipality has had control since the early 20th
century after rejecting to sell the utility to a 3rd party. The City of Summerside already has
begun using limited smart meters and grid monitoring and they merge wind generated energy
into their grid which has the potential to supply the entire town with electricity during peak
cycles.
To have real time energy monitoring, the town will purchase Smart Grid readers for each home,
starting with a pilot program in year two. These will measure how much power is leading into
homes and businesses as well as the amount of unused power going out. This will also allow
home owners using their own renewable energy systems to feed there excess energy back into
the grid system. We propose a change in the billing structure during the same time, where by the
more energy consumed by a household or business the more they pay to curb bulk energy
spending habits, this will help reduce reckless energy waste.
With more and more electric vehicles appearing throughout Atlantic Canada, Greenville will be a
leader by example in the promotion of its use and it can integrated into the smart grid system
allowing Electric Vehicles (EV) to become both an energy saver and producer.
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To be beneficial, EV charging stations will be integrated throughout the town, located at
municipal buildings and shopping centers. This would be a pay-per use, similar to the way you
pay to park. With all homes and public buildings using smart meters, car owners can call or text
to the utility that they would not be using their vehicle. This allows them to take the charge in the
vehicle and transfer it back to the grid using the smart meter system. The vehicles themselves
would be owner operated and would not be municipal vehicles, although the municipality could
always pursue the purchase of some over a period of time for promotion of the program.
Phase 1: Will educate the public as to the benefits of Smart Grid technology and perform a study
on the benefits of phasing in municipal control over the utility.
Phase 2: Consists of the phasing-in of discussions and planning for the municipality to work
with the utility to collaborate on controlling aspects of the utility company; such as setting up the
new billing structure and budget control. The installation of smart meters in 250 homes will be
part of a pilot program to showcase to the rest of the community.
Phase 3: Installation of smart meters on a larger scale in year 3; phase into other homes and
buildings in the community. More talks with the utilities and the finalization of a complete
merging of control between the municipality and utility for grid control.
Phase 4: The municipality now with the ability to make expensive policy changes and with full
smart grid access can allow future renewable productions to be fed directly into the grid system
to off-set costs and create a more sustainable energy system. Implementation of Electric Vehicle
(EV) charging stations with a pilot program that utilizes car batteries as grid storage to allow
them to lower overall demand on the grid system.
Eco-Equity Loan Fund
A new Green Lease Program creates a single access point for homeowners and local businesses
to realize the best opportunities for utilizing government incentive grants, financing, saving
energy and reducing greenhouse gas emissions.
The Eco-Equity Loan fund will consume the remainder of the initial $10,000,000 as a fund for a
sustainable approach to ongoing green initiatives within the community. This could provide
funding for anything from geothermal, solar panels, or wind turbines, all the way through to low
flow faucets and shower heads. The payback terms will be determined by the actual monetary
savings so the homeowner or business will pay the same amount as they were paying on their
energy bills, but with the savings now going to the loan. This way the home owner or business
owner doesn’t feel the payments. The interest rate on the loan will be determined by family
income for homeowners and business income for local businesses.
Market Research
Greenville is a typical Atlantic Canadian town based on agriculture, fishing, and forestry. Using
Stats Canada as a resource, we were able to calculate the average income and the number of
people per household. Extensive research has been completed on initiatives and products such as:
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Examining existing building codes.
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Attending a sustainable conference on active transportation put on by the City of
Charlottetown.
Examining Provincial and Federal energy audit programs.
Researching renewable energy products.
Identifying and studying energy model home such as at Saint Lawrence College and the
Kortright Centre.
Viewing other sustainable plans such as the City of Vancouver.
Examining different advertising techniques such as EPIC conference in Vancouver.
Sustainable Farming Opportunities including consultation with Research Canada.
Utility Grid Analysis (Feed in Tariffs, Peak Demand Billing, Net Metering).
Background and History
The town plans to use experienced people from within the council whenever possible and the
City will be hiring a management team made up of the following;
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Sustainability Officer Manager
Purchasing/Marketing Coordinator
Two part time Marketing Assistants
Administrative Assistants
Energy Systems Engineering Technologists
Consultants
Currently the town of Greenville has a town planner on staff that will be instrumental in the
Green Park Initiative.
Management Team
Sustainability Officer/Office
The town of Greenville plans to hire a full-time Sustainability Officer, who will be responsible
for coordinating and implementing all of the aspects of the “Go Green; Get Green” initiative.
The position will focus on maintaining responsible energy and environmental policies in the
town of Greenville through community engagement, taking advantage of the knowledge offered
by expert consultants, and seeking out ideas and plans implemented by other cities.
The Sustainability Officer will be responsible for helping to steer policy in the areas of:
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Energy Conservation and Efficiency
Renewable Energy
Waste Management
Green Building Codes for Renovations and New Construction
Alternative Transportation
Green Purchasing and Acquisition Policies
Sustainable Agriculture
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Purchasing/Marketing Coordinator:
Will be hired by the Sustainability Officer on a two year contract.
Duties:
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Purchases specialized equipment
Spearheads the Purchasing and Acquisition sector
Brokers agricultural products
Works with Town Planner on the project to achieve marketing goals
Purchases media print, website, and other forms of advertising
Marketing/Sustainable Production Coordinator
Will be hired by the Sustainability Officer and Purchasing/Marketing Coordinator on a two year
contract.
Duties:
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Implement education programs in the town
Assist the Purchasing/Marketing Coordinator on various marketing initiatives
Administrative Assistant:
Will be hired by the Sustainability Officer and Town Manager on a three year contract.
Duties:
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Answer phone calls
Respond to public inquiries
Maintain project website
Organize meetings
Provide administrative support for the people in the office
Energy Systems Engineering Technologists (5):
Will be hired by the Sustainability Officer on a 1 year contract.
Duties:
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Educate public on Federal, Provincial, and Greenville rebate programs.
Educate by demonstrating minor energy efficiency retrofits such as air sealing a window,
changing a light bulb to LED, etc.
Benchmark facilities for future auditing.
Explaining that homes will be graded on energy consumption with a rating of energy
efficiency in the home which gains value on the house by completing the upgrades.
Consultants:
Will be hired by the Sustainability Officer on an as a needed basis for various initiatives.
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Start Up Plan
The Marketing Coordinator will oversee the Start Up Plan. To launch the plan, we propose a twopronged approach. One will be a kick-off festival, and two will be the launch and implementation of
an ongoing Go Green Challenge.
Go Green Festival:
This kick-off festival will take place at the beginning of the 2nd Quarter. The festival will begin
in the early evening. The objective behind the festival is to educate and promote our green
initiatives, in an entertaining way. Entrance to the festival is free. Upon admission, each adult will
be able to fill out one ballot that will be put into a box to be later drawn for prizes (must be in
attendance to win). The grand prize is a complete set of Stainless Steel Energy Efficient
Appliances.
Several booths will be set up on the perimeter of the grounds; each booth will promote a green
initiative, and will have giveaways to encourage people to learn about the project. Some of the
booths include:
LED Lighting
Scholarships
Bio-gas
Interactive Web
Bumper Stickers
Energy Audits
The festival will feature entertainment, including talks and presentations on the initiatives being
offered. There will be an exhibition area, camping, fun competitions, picnic spots, children’s play
area, treasure trail, face painting and a geocache trail. We are offering live music, coming from
English, French and First Nations bands from across the region.
We will be presenting the Green Park and Bike/Walk Trails plans to the community. The plans
will be full color and drawn to scale. We will be unveiling our marketing campaign throughout
the day, such as:
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Launch of the Go Green Challenge - Mayor, school principal, major businesses and key
players recruited in advance to publicly sign the pledge and join the Go Green Challenge.
An opportunity will be provided for residents to sign pledge sheets.
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Ground Breaking of Model Home – Plans will be revealed of the model home that will be
built at the town center.
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Bumper Sticker Campaign – Bumper stickers will be given out to residents at the festival.
When you are spotted with a bumper sticker on your car, by one of the marketing assistants,
you will receive a free giveaway. Display the Green Plan proudly!
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Green Morph Suits – Worn by the marketing
assistants when they are around town searching
for your bumper stickers.
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Website – Visit the booths to see the official
website of the Green Plan. Five stations will be
set up so the public can surf the new site. The
website features many interactive features and green games for kids.
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Scholarship Booth – Five scholarships of $2000 will be offered to qualifying grade 12
students who are pursuing post-secondary environmental studies. These scholarships are
offered for the three years of the Green Plan
implementation.
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MonkeyLectric Video Pro 7 – At dusk, the Monkey
Lights bicycles will be unveiled. This is the most
advanced bike wheel display system in the world.
Full color images will be utilized to capture the minds
and imaginations of adults and kids alike.
Getting the Community on Board
The hardest and most important part of implementing any kind of idea or plan is getting the
community on board. Getting the residents to adopt “green-oriented” thinking is one of the biggest
hurdles in the Go Green Get Green initiative. Our town planners have created several incentives and
challenges to convince town residents that the proposed initiatives will create a healthier and more
pleasurable place to live. By demonstrating that the strategies put in place will also create financial
gain for the residents, we believe citizens of Greenville will be more likely to adopt our ideas and
support the project.
Go Green Community Challenge
In order for Greenville citizens to start reducing energy usage, changing habits, and to help them
make better lifestyle choices, the town will launch a comprehensive and public “Go Green
Community Challenge”. This will be launched by the new Sustainability Officer using radio, the
town website and newspapers. The Town of Greenville’s Sustainability Officer would locate
sponsors from local businesses to sponsor the community challenge to get citizens of Greenville
educated and actively participating in changing their ways. Examples of challenges that could be
utilized would be:







Reduce Waste
Reduce Energy Consumption
Anti-Idling
Edible Garden
Bike or Walk to work
Carpooling
Bring your lunch to work
Each challenge would require participants to sign up and would be highly visible for all to see. The
reason for using public forms, like online published pledge sheets and the challenge results is to
keep the participants involved. It is a monthly challenge and the participant can keep entering each
month. This is a simple and inexpensive way to get home-owners and individuals involved in
changing their lifestyle. Prizes such as bumper-stickers, helmets, bicycles, laptops, appliances and
other goods would be provided by the sponsored businesses.
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Education
Monthly Newspaper Column Profiling Residents - In addition to the challenges, a monthly green
column would be sponsored in the local newspaper to profile the efforts of local citizens and
businesses as they move towards greener living. This would serve to educate residents about the
actions of others as well as potentially inspire residents and businesses to emulate the actions of the
profiled individuals and businesses.
Ongoing Advertising (Newspaper, Website, Radio, and Solar LED bus stops and recycle bins) Will be carried out to promote initiatives, the Go Green Challenge, and tips for greener living.
Free Educational Workshops - Presentations will be offered on a variety of topics related to things
that residents and businesses can do themselves to improve their energy efficiency, reduce
consumption, and reduce waste and water. Sessions will also be offered on gardening and native
species. Door prizes will be given out at each session to promote and encourage attendance.
The School System - Will be involved at all levels starting from elementary school getting a
program to teach kids about energy conservation through turning off the lights electrical devices
when they are not being used. Junior High school students will start learning about renewable
energy and the environment in science class, and high school students will have a new elective
course looking at the application of renewable energy and environmental stewardship, possibly
building a do it yourself wind turbine.
Presentations and educational sessions will also be made available to interested community groups
(Rotary, Lions, Girl Guides, etc.) and businesses on a request basis.
Reform Institutions (if applicable) - Will be educated on how to construct energy efficient items
such as solar air heaters, winter windows, solar hot water, etc. These will be simple in construction
but will provide much value to the community.
Mayor’s Greenest City Awards
Green Awards recognizing commitment and action to support a greener community would be given
out annually by the Mayor. Award categories would include youth, citizen, business, and schools.
Profiles of each of the award winner would be highlighted in the community newspaper, website,
and e-news.
Go Green Festival
In order for Greenville citizens and businesses to be included and excited about green renewable
technology and the savings that can be passed directly to them, the idea of bringing an
exhibition/trade show like Go Green to Greenville would be a major tourism and business
opportunity. The festival would be launched in the second quarter of the first year, when Greenville
introduces its plans as a renewable leader and example to be followed.
The Go Green festival merges family friendly activities with a consumer business trade show
featuring the latest in sustainable living practices. Displays will feature art and craft stations and
exhibits oriented toward child interaction, making for a perfect family outing. Local food and
clothing, as well as environmentally friendly vehicles from local dealerships will be show-cased and
consumer shopping tips and ideas will also be presented. Local breweries and food vendors even
have the opportunity to set up taste testing booths, most of which use locally grown agri-products.
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The show is not just limited to showcasing energy technologies and home tips; it could also features
fashion shows showcasing eco-designed clothing, and even ideas for eco-conscious wedding
planning. They will be able to draw high-profile celebrities, and local talent; For example, Go Green
festival is currently going to Vancouver, featuring George Stroumboulopoulos (CBC host and
journalist) as their keynote speaker. He will be presenting and interviewing experts in the sustainable
fields. With major sponsors like Toyota, ING Direct, as well as more local green businesses, the
event is made affordable to both residents and tourists. Prices are as low as $15.00 an adult ($10
through online ticket purchasing), children under 12 have free admission, and there will be discounts
for seniors and students.
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Operational Plan
Marketing
Year 3
Year 2
Year 1
1st Quarter 2nd Quarter 3rd Quarter 4th Quarter 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
Staffing
Project Manager
PMC
Marketing Assistants
Admin Assistant
Initiatives
Sustainable Crops
Study
Implement
Energy Audits &
Audits
Upgrades
Source materials and implement upgrades and retrofits to
municipal buildings. Provide technical advice and support
to ho me o wners.
Follow up Audits/Distribution of Grants
BioGas
Study/Education
Implement
Retrofit Municipal Vehicles for biogas use
LED
Home
Education & Implementation
Business
Education & Implementation
Education & Implement Light Standards
Town
LED Design/Ordering
LED Lit Recyling Cans
Installation & Implementation
Selling Advertising
Ongoing sales for advertisment
(recycling cans)
Green Park Planning
(with city planner)
Hiring of Builder
Landscaper
Tradespeople
(to build model house)
Purchasing
(signage, equipment, additional items for park area)
Go Green Festival
Smart Grid
Audits
(Hire consultant to assess grid)
Smart Meters
Education
Purchase & Installation
Payment/Bonus Structure
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Financial Plan
Overview of Budget
Green Initiatives
Marketing Launch & Go Green Challenge
Ongoing Marketing of Initiatives
Staffing & Office Space
Eco-Equity Loan Program
$5,573,950.00
$138,979.00
$72,000.00
$959,400.00
$3,250,000.00
Total Project Costs
$9,994,329.00
Green Initiative Costs
Energy Audits
3850 Homes x $150
100 Businesses x $250
Municipal Facility Retrofits
Energy Efficiency Implementation Team
Household Kits for Energy Efficiency Teams
(3850 households x $25 per; LED bulb, water saver kit,
caulking)
Consultants
2 @ 30,000
Sustainable Farming
Study
Incentives
Booth at farmers market
includes purchase of hop & hemp goods for resale
and giveaway. 300wkx2years
Bio-gas
Study
Implementation
Municipal Vehicle Retrofit
LED
Solar traffic lights (50 units x $1500)
Bus Stops (20 units x $4000)
Recycling Stations (20 units x 800)
Installation
Green Park & Bike/Walk Paths
Path development
Green Park Plans drawn up by city planner (no cost)
and landscape designer
Model Home
housing offices & advanced technology
$577,500.00
$25,000.00
$750,000.00
$127,000.00
$288,750.00
$60,000.00
$50,000.00
$500,000.00
$7,200.00
$50,000.00
$600,000.00
$20,000.00
$75,000.00
$80,000.00
$16,000.00
$50,000.00
$50,000.00
$10,000.00
$500,000.00
Landscaping & Pathways
$1,000,000.00
may entail property purchase in addition to pathways
landscaping, bike paths, addition gardens along roadsides etc.
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Smart Grid & Smart Metering
Smart Grid Analysis
Contingency Fund
500 Homes x 250 (trial)
50 businessesx250 (trial)
$100,000.00
$500,000.00
$125,000.00
$12,500.00
Total
$5,573,950.00
Marketing Launch & Green Festival
Newspaper
2 Full Color Pages
1 Full B&W
3 1/2 B&W
Radio
35 Spots
5 spots daily x 2 weeks @ 55/spot
Brochures
(10,000 copies)
$6,566.00
$2,678.00
$4,005.00
$3,850.00
$740.00
Booth Rental and Accessories
$2,000.00
Staff for Festival
Six people to set up/tear down
2 Door People
10 Booth Staff
$2,080.00
$160.00
$1,000.00
Entertainment
3 Bands
Other Entertainers
$4,500.00
$1,000.00
Go Green Challenge Prizes
Energy Efficient light bulbs, energy efficient
appliances, bikes, helmets, solar panels
smart power bars with energy save modes
Green Park Plans
Electric Car (powered by Model House)
Insurance
Registration/Licensing
Maintenance (over 3 yr. period)
Car Wrap
Bumper Stickers
Website
Scholarships (5 @2000 x 3 years)
Bicycle Marketing
2 Monkey Electric Systems
2 Bikes & Helmets
Total (Marketing Launch & Green Challenge)
$25,000.00
$1,500.00
$40,000.00
$500.00
$250.00
$3,500.00
$2,000.00
$850.00
$2,000.00
$30,000.00
$4,000.00
$800.00
$138,979.00
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Ongoing Marketing Fund for Initiatives
$3000 per month x 24 months
$72,000.00
Staffing Costs
Sustainability Officer (100,000 x 3 years)
Project Marketing Coordinator (80,000 x 2 years)
Administrative Assistant (42,000 x 3 years)
2 Half time Marketers (23,000 x 2 years)
Energy Efficiency Technicians (5) (45,000 x 1 year)
Temporary Office Space
Lease (2000/month x 6 months)
Office Equipment
5 desks, 5 computers, 5 printers, 1 fax etc.
Cell Phones
$300,000.00
$160,000.00
$126,000.00
$92,000.00
$225,000.00
$12,000.00
$30,000.00
$14,400.00
(SO 200/mthx3yrs, PMC 200/mthx2yrs
MA 100/mthx2yrs)
$959,400.00
Total (Staffing & Office Space)
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Sustainability
Greenville is designed to become a self-supporting community once all the initiatives are
achieved. We propose that with the initiatives presented here, Greenville will be a sustainable
and economically prosperous community that is environmentally friendly, looking to the future.
The initial funds invested into the project would have lasting effects throughout the town that
will see increased efficiency and monetary savings across the board, allowing for more funds to
be put back into the system to allow for an environment of growth.
Firstly, advertising revenue will be made possible by ads on both recycling centers and bus stops
using LED lit signs.
Secondly, sustainable organic farming and the farmers market qualify as mechanisms for tourism
and consumerism to flourish.
Thirdly, using excess funds from the initial investment placed into an Eco Equity Loan Fund the
town can use for future projects and initiatives without relying on money from tax payers.
Next; Greenville citizens, businesses and the municipality itself will be saving money and
resources allowing for more disposable income through the reduced energy costs which our plan
aims to achieve. This allows for businesses and the municipality to spend better, wiser and to
expand the workforce or generate new opportunities for employment and business.
The Economy will be stimulated by energy efficiency and renewable energy creation as well as
organic farming. Encouraging local businesses to go green will help save them money allowing
growth and prosperity in an environmentally responsible way. Finally, by using Eco-tourism to
promote Greenville as a destination it will be a model for others to follow in the region, country
and continent. These revenues will allow all the initiatives to come together and become more
integrated where-by savings from energy conservation at all levels will free money that would
have been used for things like heating and powering municipal buildings.
Through all the actions and advantages Greenville will be a milestone in self-sufficiency whether
the town is selling local organic products and a leader in effective, efficient energy conservation.
The people of Greenville will be the real winners living in a community that has green space,
biking trails, efficient homes, and a true sense of what a sustainable green future looks like.
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Conclusion
Atlantic Canada’s economic and Environmental future should come not just from the provinces
traditional resources, and that is why our goal with Greenville is to provide a template that can be
used throughout Atlantic Canada to make our towns environmentally friendly, energy conscious,
healthier and happier places to live.
Greenville will be a model of energy efficiency while increasing employment and business
through green initiatives. New green jobs will help to attract new innovative and creative people
to our community helping to make the town vibrant and prosperous. Savings from energy costs
will be reinvested into the town allowing for more growth that translates back into more
prosperity, increasing revenue, fostering a cycle of growth.
With the implementations proposed here Greenville can join the leading edge of global society in
green living. By initializing action we can inspire individuals, businesses, neighborhoods, and
other communities to go green and help achieve energy sustainability. However, going green is
about more than just freedom from fossil fuels, it is a very humanistic idea of self reliance
through community support. By buying local you are helping local farmers and business people,
and reducing energy use from transportation.
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Biography
In developing this Business Plan, the Small Business Management class from West Prince
Holland College and the Energy Systems Engineering Technology class from the Charlottetown
Campus collaborated together in order to submit the plan.
Below are pictures and names of the students and Learning Manager(s) for the Energy Systems
Engineering Technology and Small Business Management classes.
L to R: Ryan Swim, Meaghan Lister, Justin McCarthy, Alex Pratt,
Charle Theriault, Dave Little, Karl Kenny, Ernest Tracey,
Blair Arsenault, Besnik Paloja, and Tyler MacKay
(Missing: Dakota Dawson)
Learning Manager(s):
Blair Arsenault
bparsenault@hollandcollege.com
(902) 566-9330
Meaghan Lister
mclister@hollandcollege.com
(902) 838-4026
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L to R: Spencer Rennie, Dara Caseley, Megan O’Halloran,
Aryelle Vandenberg, and Lisa Finkle
Learning Manager(s):
Lisa Finkle
lmfinkle@hollandcollege.com
(902) 853-6046
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