Ecopreneurist

All this talk about going green, do we really know what exactly it means?  Companies invest millions in trying to segment the green market. There’s the BBMG Conscious Consumer Report.  The Roper Green Gauge. The Landor ImagePower Green Brands Survey.  And on and on..(..so many segments, so little time!) Maybe more importantly: When we talk about green are we talking about the same thing?  Apparently not.

This week I spoke with Jamie Wimberly whose firm, EcoAlign, just came out with a report called “Green Gap Redux: Green Words Gone Wrong”. Wimberly is CEO of Distributed Energy Financial Group (DEFG), a company in the clean tech space that includes EcoAlign. Jamie has nearly 20 years of experience in the energy and environment space, previously having served as the Vice President of the Consumer Energy Council of America (CECA), the President of the Center for the Advancement of Energy Markets (CAEM) and a Director on Boards of technology companies. He is a published author, frequent speaker and the Executive Producer of the award-winning Day In The Life Of (DILO) video.

Q: Hi Jamie.  Before we talk about the “Green Gap Redux” report, can you talk about how your focus on energy makes EcoAlign different from other green marketing agencies?
A. I was attracted to the energy sector because it impacts so many of the big issues of our day, including the environment, and is integral to modern society in all aspects.  The relationship between energy and environment is a symbiotic one, meaning that we won’t be able to clean up our environment and manage climate change without a transformation on how we produce, deliver and consume energy.  Our deep expertise in energy (the partners alone have over 50 years of collective experience in the sector) means that we can go beyond your usual agency engagement and truly discuss all aspects of strategy – operational, financial, marketing, etc.  As such, we are able to elevate the discussion of such things as messaging/ communications, product development, customer engagement, campaign design, channels and metrics, and other marketing-related activities to the C-level suite of our clients.  Finally, I would note that “sustainability” is evolving into a complete management model.  For that transition to be effective, you need to have a lot of skill sets and a strategic perspective that only comes from a deep understanding of all the moving pieces of a company. The end goal is for sustainability to become a business and economic driver to enhance profitably. Read the rest of this entry »

Mid-August 2009 poll results

A Washington Post – ABC News poll from mid August included questions on how the President is handling energy policy. The results showed very strong support for energy efficiency as a way to fight climate change. The accompanying published article, however did not mention efficiency and instead talked about solar, wind, nuclear (including the NIMBY issue) and transportation.

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As I mentioned in my Intersolar post earlier this week, attending the Intersolar conference and tradeshow is a good opportunity to experience the growth and employment potential of the PV (photovoltaic) solar industry. Specifically, I was looking for tips to pass on to Ecopreneurist readers, and I found that this show (and possibly others) is/are a great way to get free information about starting a solar business.

On the last day of the show (yesterday), Jeff Spies, Director of Training & Tradeshows of AEE Solar gave a half-day workshop called “Launch and Grow Your Solar Business”. Free to attendees of the Intersolar exhibits, the workshop covered everything from the qualifications needed to become a solar dealer to common configurations of residential and small commercial solar power installations to business strategies. And, if you would have signed up before early June, registration to the exhibit portion of the show would have been free (and after that point it was $100). Read the rest of this entry »

It’s summer in the Northern hemisphere, and for many, that means going on holiday to warm, tropical locales. And using air conditioning. Lots of it. In fact, in some tropical places, nearly 80% of energy use in a hotel room is for air conditioning. 1200 to 2000 watts on average.

Evening Breeze is an interesting solution: It’s a canopy bed that has adjustments for both temperature and humidity, and delivers it quietly, overhead, using only 400 watts. As it’s focused just on the place where coolness is desired, there’s no need to try and cool the whole room. Simple, brilliant. The resulting energy savings can mean 4MWh, $1000 and 2.5 tons of CO2 reduction annually.

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Editor’s Note: The is a guest contribution by Ian Rogoff, Chairman of the Nevada Institute for Renewable Energy Commercialization, and Chairman and CEO of The Helio Group (parent company to HelioPower). This is the sixth post in a series from the CEO’s of major solar companies. You can follow the complete series here.

There is a long overdue debate underway in industry and political circles regarding the merits of federal funding for renewable energy (RE) commercialization.

Distinct from RE projects and RE deployments, commercialization involves identifying specific technologies and entrepreneurs based on their perceived commercial potential and financing the respective project teams along a vector towards commercial success.

The types of commercialization activities typically funded include scaling benchtop prototypes to meet market requirements, characterizing technologies to understand performance and limits, testing boundary conditions, designing for manufacturability, testing for real world conditions, scaling refinery processes, among others.

• » See also: Property tax solar energy financing coming to San Diego
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Commercialization is quite distinct from basic research, and expressly does not seek to fund pure science or unproven claims. Typically, commercialization funding stops at a point where the private sector steps in and either assumes the next funding milestone or market acceptance/rejection obviates the need for additional financing entirely.

Two types of barriers exist today in the commercialization of renewable energy technology: the “valley of death” and the “mountain of death.”

Renewable Energy’s Valley of Death

Basic RE research is being conducted at numerous institutions around the world and much of this technology remains trapped in labs for want of commercialization know-how and funding. Basic and applied research is likewise being conducted in commercial enterprises, but much of that research is often constrained through short-term return on investment requirements.

In addition, renewable energy technology often fails to garner the resources and funding needed in order to reach commercial viability as a result of existing regulatory and fiscal regimens that bias markets towards incumbent technologies. Absent investment and institutional know-how, the commercialization of renewable energy will continue to be hampered in its application and hindered in its ability to cross the so-called “valley of death.”

Why bother improving energy efficiency? We know we should, but how do you articulate why? Of course, if there is an ROI case to be made then the analysis is easy. But really, it seems to beg a larger issue. Is there a reason beyond ROI?

Whatever the industry, managing costs is good for business, and increasing energy efficiency and reducing energy costs does just that. Given rising energy prices and a growing awareness of the importance of energy conservation, a carefully conceived energy management strategy may well be one of the most important steps a business can take to sustain and grow business.

Furthermore, research by Innovest Strategic Value Advisors suggests that companies with a clear energy management strategy have a competitive advantage. Companies that lead in energy management achieved superior stock and financial performance over “laggards.” They even achieved significant financial premiums in stock prices over competitors. This from the National Environmental Education Foundation:

Companies have been engaging in energy-efficiency strategies for years as a means to control costs. Increasingly, a body of evidence suggests that companies that take a systematic and strategic approach to energy management can enjoy a broad array of tangible and intangible benefits of interest to investors. As financial analysts and institutional investors come to understand this energy-value connection, energy management is becoming another measure by which they assess companies.

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Editor’s Note: The is a guest contribution by Danny Kennedy, President of Sungevity. This is the fourth post in a series from the CEO’s of major solar companies. You can follow the complete series here.

Like a tide turning, there’s a big shift happening in the solar market that many people aren’t really seeing because they’re bobbing about on an ocean of opportunity. The implications are huge in terms of who will get capital and attention in the industry, and the trend should lift all boats and take this solution to climate change further than before. Read the rest of this entry »

Editor’s Note: Jeff Wolfe is the co-founder and CEO of groSolar. This is the second post in a series from the CEO’s of major solar companies. The first post was by the CEO of SolarCity, Lyndon Rive. You can follow the complete series here.

groSolar operates in the downstream solar market. We are affected by all the US and global macro economic trends. I describe the current economic conditions as a Vortex. Heavy winds of the economy swirling downward, a huge updraft caused by declining raw material and finished goods prices, and sweeping cross-currents of over-supply and the failure of major banks to provide normal business services.

But within this maelstrom is a gentle wind of opportunity. Finding this breeze, like finding a thermal in a hang glider, can not only fuel a great ride, but can bring your company to new heights. This is more easily said than done!

• » Consumer solar aggregation project launched in San Diego
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Editor’s Note: Lyndon Rive is the co-founder and CEO of SolarCity, a national leader in solar power. This is the first in a series of posts from the CEOs of major solar companies.

Is it May already? Maybe it’s just me, but the media didn’t seem to make as big a deal over Earth Day as it has the last few years. I noticed that Vanity Fair didn’t do a “green issue” this year, and according to John McCaslin on Town Hall, Outside, Discover, Mother Jones, Newsweek and Time cut back on their Earth Day green issues too.

Treehugger reported that Vanity Fair is going to spread its environmental articles throughout the year, and this section of the magazine’s Web site seems to support that. But McCaslin calls it “green fatigue.” I think they’re both right.

• » Consumer solar aggregation project launched in San Diego
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Biking. For most American adults, it’s just not on the radar as a transportation option for more then casual use. B Cycle hopes to change that. And with the intersection of three powerful allies, an economy in trouble, and a population ready for and open to something different, now may be just the time for such an endeavor.

B Cycle is the marriage of the concept of car sharing, as exemplified by Zipcar and the like, but even more simplified for instant gratification, with an attractive retro futuristic solar powered docking station, coupled with additional information to give greater substance to the experience of using a bike, like how many calories you burned and how much carbon you offset vs. driving your car.

B Cycle has yet to launch, and they’re using the web to do some of their market research for them while encouraging demand and perhaps evangelism by people wanting to get it in their area:

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