Green 101
Greening Your Firm
What Are Our Clients Expectations?
What Are Our Future Client’s
Expectations?




89% are likely to switch brands
to support a cause
74% are more likely to pay
attention to companies deeply
committed to a cause
69% consider a company’s
social commitment when
deciding where to shop
66% consider a company’s
social commitment when
recommending products
Generation Y
Source: Business Week, 11/06/06
Why Focus on Expectations?
‘Corporate Culture
and Performance’ by
John Kotter and
James Heskett
(2005)
Revealed that
businesses that
focus obsessively on
meeting the needs
of customers:




Revenues increase 4
times faster
Job creation is 7
times faster
Owner equity grows
12 times faster
Profit performance is
750% higher
Where’s the Opportunity?

By 2035, 75% of all
buildings in the U.S.
will be new or
renovated to reduce
their environmental
impact
Source: American
Institute of Architects
Where’s the Opportunity?
LEED Projects (2000 to 2007) in U.S.
1400
12000
Certified
Registered
1200
10000
8000
800
6000
600
4000
Registered Projects
Certified Projects
1000
400
2000
200
0
0
2000
2001
2002
2003
2004
Year
2005
2006
2007
Source: USGBC
Where’s the Opportunity?
Quantifying Your Performance

How do you manage
your client’s
expectations?
Managing Client Expectations


Your understanding
of their expectations
and values
Looking for the
second phone call
Managing Client Expectations


Be a partner in the
process of perfecting
the scope of work
Integrated Design
Process (IDP)
Managing Client Expectations
95% Cost of
Ownership
Source: U.S. Federal
Facilities Council Technical
Report No. 142
5% Cost of Construction
Managing Client Expectations
Study done by CoStar, 2007
(Miller, Spivey and Florance)
Quantifying Your Performance

How do you make
‘exceeding your
client’s expectations’
measurable?
Life Cycle Analysis (LCA)

An evaluation of the
environmental
effects of a product
or activity
holistically, by
analyzing the entire
life cycle of a
particular material,
process, product,
technology, service
or activity
Each bulb keeps ½ ton of
CO2 out of the atmosphere
Life Cycle Analysis (LCA) Versus
Life Cycle Cost (LCC)


Baseline example
Use of Present
Value/Future Value



Assume 1 unit of
water = 748 gallons
Assume for
commercial users, 1
unit costs $1.48/unit
Assume 313,950
gallons saved per
year (420 units)
Life Cycle Costs for Non-water
Urinals
Added Cost
of Alternate
-1425
Year One
Savings
Discount
Rate (%)
2.25
Water Inflation Main. Inflation
Rate (%)
Rate - CPI(%)
5
5
Salvage Value
Maint. Cost*
in Year 10
8
400
0.00
Year Energy Savings Maint. Cost*
1
8.00
400.00
2
8.40
420.00
3
8.82
441.00
4
9.26
463.05
5
9.72
486.20
6
10.21
510.51
7
10.72
536.04
8
11.26
562.84
9
11.82
590.98
10
12.41
620.53
Net Cash Flow
(392.00)
(411.60)
(432.18)
(453.79)
(476.48)
(500.30)
(525.32)
(551.58)
(579.16)
(608.12)
Disc. NCF
(392.00)
(392.72)
(393.45)
(394.18)
(394.91)
(395.64)
(396.37)
(397.10)
(397.84)
(398.57)
Core CPI
Rate (%)
2.5
Pres. Worth
1033.00
640.28
246.82
(147.35)
(542.26)
(937.90)
(1334.27)
(1731.37)
(2129.20)
(2527.77)
Where Are We Going From Here?
• ASHRAE building
labeling program
The ‘Carbon Footprint’


A measure of the
amount of
greenhouse gases
emitted through the
combustion of fossil
fuels.
Generally measured
in tons of carbon
dioxide (CO2)
• Business
• Residence
• Product
Where are the Obstacles?

What obstacles have
you encountered to
green construction?
Where are the obstacles?
Estimated Cost of LEED (Source:
USGBC, 2007)
Market
USGBC Ave.
San Francisco
Merced
Denver
Boston
Houston
Platinum
7.80%
7.80%
10.30%
7.60%
8.80%
9.10%
Gold
2.70%
2.70%
5.30%
2.80%
4.20%
6.30%
City of Boulder, Colorado includes 2% for LEED costs,
including commissioning. LEED soft costs, including
registration, documentation and commissioning average .8%
of construction costs or $1/sq.ft.1
Silver
1.00%
1.00%
3.70%
1.20%
2.60%
1.70%
Marketing

How do you brand
your firm to be
“green”?
Branding


Separate your firm
from your
competitors
Hook the Owner on
value, not price
• Price ≠ Cost

All brands contain a
promise
Branding

Where are the
marketing
opportunities that
would allow us to
separate ourselves
from our
competitors?
Branding

More than ½ of corporate America will
have a Green Policy by 2011
Source: McGraw/Hill Construction
Branding
Branding
Marketing

Recruiting and
retaining Gen Y
(millennial)
employees
• Very brand sensitive
• Identify with their
•
•
technology
Love a fluid
environment
Expect to be on the
cutting edge
Business Issues

What resources
do you need to
“green” your
firm?
Greening Your Firm Through
Accreditation




LEED accreditation
ASHRAE accreditation
UA accreditation
MSCA Green Star designation
LEED® Accreditation

Understanding of
green building
practices and
principles, and
familiarity with LEED
requirements,
resources, and
processes.
www.prometric.com/usgbc
LEED Accreditation

LEED-NC examination
will terminate in March
of 2009. Will maintain
the following until then:
• Three tracks (NC, EB &
CI)
• 2-hour time frame
• 80 questions
• Scaled output from 125
to 200 (170 is passing)
LEED Accreditation – How to
Prepare

LEED Reference Guide
• Knowledge of LEED
credits & requirements
• Required coordination of
project and team
• How to implement the
LEED process
• Verify, participate and
perform technical analysis
required for LEED credits
Practice Exam Questions
Which of the following are prerequisites
for LEED Certification? (Choose 3)
A.
B.
C.
D.
E.
Erosion & Sedimentation Control
LEED Accredited Professional
CFC Reduction in HVAC & R Equipment
Minimum IAQ Performance
Ventilation Effectiveness
Certification From LEED

Currently, the new examinations for
LEED-NC and LEED-EB have not been
released
• EB examination expected in June
• NC examination expected in August
New LEED Certification Levels




LEED Green
Associate
LEED AP+
LEED Fellow
LEED Legacy
LEED Certifications – LEED
Green Associate

LEED Green
Associate “core”
testing level
• do not necessarily
have to design and
build.
• The exam tests for
basic green building
knowledge
• same across all
rating systems.
• Prerequisites:
• Must be involved in a
sustainable field of
work or study
• Required to acquire
15 hours of
continuing education
every 2 years
• $50 maintenance fee
every two years.
LEED Certifications – LEED AP+

LEED AP+
 Commercial Building
• Includes “Green
Associate” exam
and also includes
another two-hour
exam on one of
five specialization
areas:




Design & Construction
(formerly New
Construction)
Existing Buildings
Operation &
Maintenance
(formerly EB)
Commercial Interior
Design (formerly CI)
Residential
Neighborhood
Development.
LEED Certifications – LEED AP+

Before you apply to take the LEED AP+
exam, you must prove you worked on a
LEED project
Producing a letter from an owner or GC
attesting your participation
• Be the person responsible for a LEED
credit through LEED online.
Required to acquire 15 hours of continuing
education every 2 years
$50 maintenance fee every two years.
•
•
•
LEED Certifications – LEED
Fellow

LEED Fellow
• This accreditation is meant to recognize
the most experienced and
knowledgeable professionals in the
LEED community
• You must demonstrate contributions to
the standards of LEED
• Participate in a peer review of your
project portfolio
• Other requirements not yet developed
LEED Certifications – Legacy
LEED-AP

Legacy LEED-AP
• Applies to the 65,000 current LEED-AP
certificants
• Begins in June 2009
• GBCI will give you two years to choose to
become a Legacy LEED AP by:
•
•
•
•
sign an ethics policy
$50 maintenance fee (waived until 2011)
agree to take 30 hours of continuing education
every two years
No additional tests are required.
Exam Preparation Courses

MCAA 2008 workshops on LEED-NC
•

TBA
MSCA 2009 workshops on LEED-EB
•
•
•
•
Jan. 26 & 27 - Ft. Lauderdale, FL
March 9 - 10 - Scottsdale, AZ
May 18 - 19 - Washington, DC
Sept. 14 - 15 - Kansas City, MO
Registration will open the end of October 2008.
MSCA

Green Star designation
United Association-Green Awareness
Certification

20-hour course
resulting in “green”
certification
• Emerging concepts
• Terminology
• Products
• Systems
United Association-Green Awareness
Certification


Course developed by Ferris State
University and HVAC Excellence in
conjunction with MSCA
(http://www.hvacexcellence.org/)
Register at
www.mcaa.org/msca/education
Certification from ASHRAE

High-performance Building Design
Professional (HBDP) is specific to the
HVAC industry
•

Operation and Performance
Management Professional (OPMP)
•

Unveiled in Salt Lake City in June of
2008
Unveiled in Chicago on Jan. 28, 2009
Commissioning Process Management
Professional Certification (CPMP)
•
To launch in Louisville, KY in June, 2009
Future Trends



Due to technology and
specialization, certifications
will become the industry
norm
LEED Certification will
become more specialized
and more difficult to obtain
ASHRAE will become the
industry standard in HVAC
certifications
Resources
MCAA http://www.greencontractors.us
MSCA (http://www.msca.org/greenroom)
http://www.mscastar.org/greenstar.php
USGBC http://www.usgbc.org
ASHRAE http://www.ashrae.org
Conclusion