Eco-Entrepreneurship (MGMT 5614)
Summer 2011 (May 17 – June 30)
Instructor: Will O’Brien
Office hours: Call anytime
Email: wobrien@clarku.edu
Classes: Tuesday, Thursday, 6-9 PM
Cell: 978-793-1635
Classroom: Carlson Hall #120
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Definition:
An entrepreneur is a person who has possession of a new enterprise, venture or idea and assumes significant
accountability for the inherent risks and the outcome.
Background:
(re: Sustainable Innovation 2010 Conference. Creating Breakthroughs: Green growth, Eco-innovation,
Entrepreneurship and Jobs 8th–9th November 2010 Rotterdam, The Netherlands)
“The world will see major changes resulting from the greening of economic stimulus packages that will create new
investments, businesses, products, technologies and jobs. Korea and China are leading the way and have already been
spending money. However, the majority of money is predicted to start being distributed in 2010. In parallel, both Korea
and Japan have announced their aim to each create one million green jobs resulting from their investments. Behind the
scenes, the United Nations and the World Economic Forum and the United States government are contributing to the
development of thinking and learning through their Green Economy projects. This coupled with growing media interest
associated with the UNFCCC (United Nations Framework Convention on Climate Change) in Copenhagen in
December 2009 will ensure that awareness of both threats and opportunities of climate change will be high profile. A
key underlying theme being how global society moves towards a model of low carbon prosperity.
Major investors are now starting to move money, experience and expertise back into the space with a clear focus on
energy and resource efficient solutions and technologies. George Soros has recently announced an investment of $1
billion over ten years in The Climate Policy Initiative and Warren Buffet's "Build Your Dream" (BYD) electric vehicle
company has completed major deals with thirteen provincial Chinese governments. In addition, there are likely to be
more disruptive innovators entering the "green" market aiming for mass market change and business opportunity, e.g.
the recent launch of the Google car by Google.
In addition, there is growing worldwide discussion over "green" and sustainable products. This is going to be
accelerated by, for example, the launch of Wal-Mart’s Sustainable Product Index which will have a major impact on
global supply chains. This will be a challenge for the unprepared but an opportunity for those that are proactive. There is
no easy answer. Global companies, innovators and entrepreneurs alike are grappling with the need to develop and
implement strategies to create, produce and commercialize products, services, technologies and new business models
that have lower environmental impact and generate social and financial benefits. Leadership and creativity will be
needed, if the opportunities are to be recognized and accepted.”
Target Audience: MBA students plus other graduate students based on background, experience and interest.
Course Description:
This course introduces the concept and practice of sustainable development and energy management. These areas are
explored from a global perspective as they impact current and future opportunities and challenges related to the
design, development and commercialization of sustainable products, services, technologies and new business
models
The course explores the nature of the “Triple Bottom Line”—the simultaneous delivery of economic, social, and
environmental value—and teaches students to apply models, tools, best practices and frameworks to incorporate
social and environmental dimensions into identification and ethical exploitation of business opportunities.
Course design enables future entrepreneurs identify specific “green” opportunities, develop a business plan and provide
guidance on how to secure funding and operationalize the plans. The course will include lectures, case studies, guest
speakers and innovative projects to illustrate issues, challenges and opportunities related to eco-entrepreneurship.
Competencies & Learning Objectives:
By applying and integrating the knowledge, skills, and attitudes acquired in the course to real world business
opportunities, students will achieve the following learning objectives:
Knowledge

Understanding of the principles, best practices and processes in sustainable development, energy management
and their successful application

Knowledge of market and customer requirements for green products and services as well as competitive
offerings.
Skills

Identification of new opportunities to address environmental issues by creating value.

Ability to conduct market research and competitive analysis.

Creation of new products, services or processes that alleviate environmental conditions while making more
efficient use of energy and natural resources and use resources that are renewable and less harmful to society.

Development of and presentation skills to present a compelling business plan.
Attitudes



Passion to address the environmental, economic and social challenges by promoting sustainable living and
environmental improvement.
Appetite f or investigating and addressing complex problems in an ethical and broadminded manner.
Recognition of the global demand for change in individual behaviors as well as business practices to preserve
natural resources for future generations.
Text & Essential Reading:
1. Croston, Glenn, Ph.D., (October 2009), Starting Green: An Eco-preneur's Toolkit for Starting a Green Business from
Business Plan to Profits, Entrepreneur Press, Canada. ISBN-10: 1599183552
Glenn Croston, Ph.D., is a scientist, green entrepreneur, and founder of Starting Up Green, an online
community for green entrepreneurs. He is the author of 75 Green Businesses You Can Start to Make Money
and Make a Difference and (Ebook) Greening Your Business on a Budget. A highly-regarded expert in the
green industry, Croston has been featured in top print and online publications including The New York Times,
LA Times, Greenbiz.com, TheDailyGreen.com and FastCompany.
2. Steven D. Peterson, Peter E. Jaret, Barbara Findlay Schenck, Business Plans Kit For Dummies
3. Addendum A provides a listing of readings provided by Harvard Business School Publishing which students
will need to purchase as part of the course.
4. Other course information will be posted on Cicada.
Optional Reading:
Epstein, Mark J. (January 2008) Making Sustainability Work: Best Practices in Managing and Measuring
Corporate Social, Environmental and Economic Impacts, Berrett-Kohler Publishers, San Francisco.
Expert Resources:
Green Planning & Coaching http://www.greenplanningandcoaching.com/
Starting Up Green www.startingupgreen.com
Sustainable Business Start-up Strategies http://startupowl.com/resources/sustainability/
A “Paperless” Course:
To enhance awareness of and reduce our own resource use, this course will strive to be a “paperless” course. To
facilitate our collective learning, we will rely heavily on technology including Cicada, email, and a projector in class
sessions for presentations and discussions. All written assignments will be submitted electronically, and all feedback
on written assignments will be made electronically. All readings will be available electronically on Cicada, and
students are encouraged to read the assignments without printing out the readings. Mid-term and final exams will be
conducted using Cicada.
Cicada:
This course will be supported by the Cicada (http://www.cicada.clarku.edu) course management system. The Cicada
site will contain class documents, assignments, and announcements. It will also contain PowerPoint slides presented in
class. If you encounter difficulties with the use of Cicada, please contact sos@clarku.edu.
Professionalism (Class Preparation, Attendance & Contribution):
Most students already have these habits; i.e., preparing for class, arriving on time, and contributing to class discussions.
For the exceptions that do not, these requirements will help you in the work environment:




it is essential that you are fully prepared for “meetings”; in this case, for class.
as a young professional, it is important that you be on time; i.e., arrive before class starts.
it is important that you focus on your work; e.g., the use of laptops and/cell phones during class is not allowed.
you are expected to contribute to the class discussion just as in your work environment.
Class sessions start on time; if you arrive late, one point will be deducted from your final grade for the class.
The course moves quickly in a number of areas. Please be prepared for class and have your questions and comments
ready for discussion of the topic.
Student Team-Led Discussions:
During the first class, teams of two students each will be formed for the purpose of leading future class discussions on
assigned topics and cases. Ideally, teams will be composed on one student with project management experience and one
with none or minimal experience.
How to Prepare to Lead Class Discussions
Eco-entrepreneurship Topic:
•
•
•
•
•
Read chapter from “Starting Green”
Prepare a lecture
Provide a few examples possibly from your experience
Maybe show a short video
Other creative ways to engage students…..
Case Analysis
•
•
•
•
•
Read the case
Prepare your analysis
Discuss with your teammate
Present different analyses, recommendations
Engage class for their feedback and discussion
How NOT to Lead a Class Discussion
•
•
Cut and paste pages from text
Read each section to the class.
Academic Integrity:
Academic integrity is highly valued at Clark. Research, scholarship and teaching are possible only in an environment
characterized by honesty and mutual trust. Academic integrity requires that your work be your own. Because of the
damage that violations of academic integrity do to the intellectual climate of the University, they must be treated with
the utmost seriousness and appropriate sanctions must be imposed. The maintenance of high standards of academic
integrity is the concern of every member of the University community.
Evaluation and Grading:
Grades will be determined on the following basis:
Cases (5 cases; 5 points each) ………….…….…….25%
Professionalism ………………………...…………..15%
Student Team-Led Discussions……………………..10%
Green Product/Service/Process Business Plan ……..50%
Instructor Information:
Will O’Brien is an experienced executive with extensive global business experience, change agent, entrepreneur,
consultant and attorney. Currently, he is a teacher of sustainable development committed to educating future
leaders and helping organizations address environmental sustainability challenges. Will is an Entrepreneurin-Residence in Clark’s Graduate School of Management and Director of Worcester Sustainable Business Leader
Program.
www.clarku.edu/gsom/faculty/facultybio.cfm?id=783&progid=20&
www.sustainablebusinessleader.org/
www.greenprof.org
Addendum A – Resources
#
DATE
1
5/17
2
5/19
TOPIC
ASSIGNMENT
Review syllabus, deliverables,
expectations, etc.
Welcome to the Revolution
Chapter #1, “Starting Green”
Finding the Right Opportunity
Case #1: Namaste Solar
Chapter #2, “Starting Green”
3
5/24
From Green Dreams to Open
Doors
Chapter #3, “Starting Green”;
Case #2: Six Sources of Limitless Energy
LECTURER
Mike Ortolano
Absolute Green Energy Corporation
508-459-5410
mortolano@absolutegreenenergy.com
Lance McKee
Open Geospatial Consortium (OGC)
508-752-0108
lmckee@opengeospatial.org
Cameron Carey
Sustainable Energy Solutions, Inc.
508-393-7803
www.sustainable-energy.us
David & Michael
4
5/26
Developing a Business Plan
Answer 11 Questions re: Your Business
Venture
“Business Plans Kit for Dummies”
Students & Teams
Will O’Brien
“How to Write a Great Business Plan” by
William A. Sahlman (HBSP)
5
5/31
Finding Money to Start & Grow Chapter #4, “Starting Green”
Your Business
Case #3: Fox Islands Wind Project
Bill & Brittany
“How Venture Capitalists Evaluate
Potential Venture Opportunities” by
Michael J. Roberts (HBSP)
Community Support
Agriculture Business (Organic
Gardening)
Jenny Isler, Clark University,
Sustainability Coordinator
#
DATE
6
6/2
7
8
9
6/7
6/9
TOPIC
ASSIGNMENT # & DESCRIPTION
LECTURER
Chapter #5, “Starting Green”
Charles
Green Services Opportunities
Lecture on www.greenprof.org
Will O’Brien
Green Marketing &
Communications
Chapter #6, “Starting Green”
Tom Murphy
Business Venture Updates
Student Teams
Case #4:Marie Yee, Inc. – Making Green
Furniture in China
Will O’Brien
Chapter #7, “Starting Green”
Faisal & Noelle
New Service Development Process
Will O’Brien
Chapter #8, “Starting Green”
Michael Schumann
Pearl's Premium | Ultra Low
Maintenance Lawn Seed
781-603-8258
www.pearlspremium.com
How to Green Your Business
Operations & Facilities
The Role of Government:
Carrots & Sticks
6/14
Starting a Green Franchise
Case #5:Green Rooms Production, LLC
Will O’Brien
10
6/16
Starting an Energy Efficiency
Business
Chapter #9, “Starting Green”
Starting a Green Retail Business Chapter #10, “Starting Green”
Will O’Brien
#
DATE
11
6/21
TOPIC
Starting a Renewable Energy
Business
ASSIGNMENT # & DESCRIPTION
Chapter #11, “Starting Green”
LECTURER
Will O’Brien
Submit Business Plans for Feedback
Starting a Direct Sales Business: Chapter #12, “Starting Green”
Small, Green & Beautiful
12
6/23
No Class
`13
6/ 28
Present Eco-entrepreneurship
Business Plans
Post Final Versions of Business Plans & Students
PPTs on Cicada by June 30th