Agenda

1. Agenda 6-7:30 PM John Odell, Energy Efficiency & Conservation Manager – City of Worcester Break 7:45 – 9 PM Green Service Opportunities – Will O’Brien

2. Green Service Opportunities November 2011 Will O’Brien

3. Topics • Definitions • Market Trends • Green Service Opportunities: • Business Certification • Carbon Footprint Labeling • Carbon Trading • Energy Efficiency • Franchising • Organic Farming • Renewable Energy • Retail • Sustainability Consulting • Additional Resources

4. Entrepreneur • 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

5. Ecological Entrepreneur • 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/

6. Market Trends • 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.

7. Market Trends cont’d.

8. Green Services

9. Certification of Businesses • 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

10. Certification of Business cont’d. • 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

11. Carbon Footprint Labeling 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.

12. Carbon Footprint Labeling • Tesco in UK www.tesco.com/greenerliving/greener_tesco/faqs/qa_carbon_footprint_and_labelling.page http://www.terrapass.com/blog/posts/british-superma • Wal-Mart: Process for Greening Supply Chain http://greenedgellc.com/posts/walmarts-process-for-greening-its-supply-chain • Strategic Sustainability Consulting www.sustainabilityconsulting.com/walmart

13. Carbon Trading & Energy Management • 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/

14. Energy Efficiency

15. Problem Statement • Per US Green Building Council, buildings contribute: • 40% of greenhouse gases into the atmosphere for heating and cooling • account for 70% of electricity used • New Buildings • Existing Buildings

16. Benefits of Green 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

17. Green Buildings Financials 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

18. Green Buildings & LEED

19. Existing Buildings = Opportunity • 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

20. Opportunity cont’d • Energy auditing • Education and certification (of auditors) • Energy Consulting for businesses • Increased investments in energy efficiency • Energy Efficient Contractors…..

21. Opportunity cont’d. Energy Efficiency Contractors: • 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

22. Opportunity cont’d. • 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

23. Franchising

24. Definitions 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.

25. Benefits • 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

26. Requirements • Experience in the business • Initial franchise fee and ongoing royalty payments • Initial fees range to tens of thousands of $ • Royalties = single digit percentage of sales • Hard work….

27. Dunkin’ Donuts www.dunkinfranchising.com/aboutus/franchise/franchise-process.html

28. Uniform Franchise Offering Circular Provides detailed information re: the franchise.

29. Green Franchises • “Green Franchises….Making Green by Going Green” www.franchisematchmaker.com/green-franchise/ www.franchisematchmaker.com/ • Green Franchise Directory www.greenfranchisedirectory.com/ • Eco-Living Franchise www.youtube.com/watch?v=qpU4JAiWGYQ • Envirocare Franchise www.youtube.com/watch?v=_ZS6lE7mhDs

30. Organic FarmingJenny Isler,Clark UniversitySustainability Coordinatorjisler@clarku.edu

31. ENVIRONMENT • Biodiversity • Water • Climate change Gulf of Mexico hypoxic ‘dead zone’ created by fertilizer runoff 7000 sq mi. 16% US fisheries Source: NASA; USCoC

32. HEALTH • “You are what you eat” • Vitamins • Pesticides • Disease?

33. ORGANIC IS… • “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 eat them as one interdependent system. • HEALTHY SOIL = HEALTHY PLANTS • = GOOD FOOD

35. BY THE NUMBERS Organic fruit & veg lead market 2009 vs 2008:11.4 % Market penetration : (% all food sales) 1997: 0.8 % 2005: 2.5 % 2006: 2.8% Global organic food sales: 2003: $24.8 billion 2008: $50.9 billion 20% average annual growth 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

36. FOURWINDS ORGANICS • Passion & personal connection • Market need • Planning • Network • Persistence • Adaptability

37. Renewable Energy

38. Need for Renewable Energy? • Finite Amounts of Existing Sources • Oil, Coal, Natural Gas • Carbon Dioxide Emissions • Climate Change • Economical Considerations • Shift in money flow to local markets • Energy Independence • It Just Makes Sense

39. High Wind Turbines • 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=m6vgWP5U5Ew&feature=related • Video 2: http://www.youtube.com/watch?v=uQbw8ogA_2M

40. Biofuels • Algae based biofuels • Carbon Neutral • Synthetic Genomics • http://www.syntheticgenomics.com/ • Sapphire Energy • http://www.sapphireenergy.com/ • http://www.sapphireenergy.com/green-crude/how-does-it-work/ • Video: http://www.youtube.com/watch?v=-dBLVtAMn5A&feature=related

41. Wave Motion Energy • Utilizes wave motion to power hydraulic rams to electric generators • Looks like a giant Sea Snake • Wave Farms - Portugal • 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. • Pelamis wave Power • http://www.pelamiswave.com/ • Video: http://www.youtube.com/watch?v=F0mzrbfzUpM&feature=related • Video 2: http://www.youtube.com/watch?v=snxm1EaDf4g

42. Nuclear Fusion • Opposite of nuclear fission • The reaction that fuels the sun • National Ignition Facility • http://www.rdmag.com/News/2009/03/National-Ignition-Facility-ready-to-make-fusion-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=04O8WjtLnxg

43. Geothermal • Utilizes the earth’s natural heat • 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 • Geodynamics (Australia) • http://www.geodynamics.com.au/IRM/content/home.html • Video: http://www.youtube.com/watch?v=dXxd-OjV26Q&feature=related

44. Solar Satellites • Utilizes giant solar panels in space • Designed to capture sunlight continuously • Power is then sent to earth using microwaves • Solaren • http://www.solaren.com/ • Video (start at 1:35): http://www.youtube.com/watch?v=D56vRfv71OA&feature=related

45. One other source not listed • Terrapower • Utilizes nuclear waste • Wave reactor • Reaction lasts for decades • Video (start at 8:35 / stop 15:15): http://www.youtube.com/watch?v=JaF-fq2Zn7I&feature=related

46. Retail

47. Basic Questions • 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.

48. Costs to Start a Store • 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

49. Ideas for Green Stores • 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

50. EOnlyGreen4Me Provides entrepreneurs the means to get their own Eco-store up and running quickly http://corporate.onlygreen4me.com/