Ecopreneurist

Usually when people visit a winery, people look for various shades of white or dark red, but here our color paradigm might shift to say Green. The recently opened CADE Winery offers not only solar power and organically farmed winery but hopes to garner LEED Gold status and if so, would be the first Estate Gold LEED certified winery in the Napa Valley.

When visiting a winery, people’s olfactory system normally goes into overdrive but instead of inhaling the aromas of vanilla, rosemary, oak and sage here we took deep breaths of the air. As in indoor air quality. No stuffy AC here as the building relies on natural ventilation. Although the wines remain something to admire, we also dig the other green aspects. CADE utilizes 100% solar power and organic farming methods which both look so green and tasty. Read the rest of this entry »

One of the glaring absences in the discussion of how to use social media to achieve marketing goals is the lack of established marketing terms. Since green businesses are big users of Twitter, I think we need to have this conversation!

Traditional marketing terms are just words that have used for quite a long while to name different ways of accomplishing marketing goals.Though tactics may have changed from relying on newspapers to relying on television advertising to new interest in social media, the goals and what we want to accomplish in the end have remained the same. That’s why I find it odd that perfectly good words like “impressions” and “reach” are so often absent from the discussion on social media.

Let’s review.

In advertising terms, “impressions” means how many times a consumer sees your message. This is measured across media. A TV viewer may see your commercial 5 or more times before it registers or sparks their interest in your product. Media buyers calculate the number of times specific consumers see a commercial before making the buy.

“Reach” refers to the actual number of consumers who see your message once. Obviously the more of your target consumers you reach often, with lots of impressions, the greater the chances she’ll buy your product.

And, so I ask, why does this topic not come up in discussions of social media? Yes, people do talk about followers and friends and quality followers and friends and fans and number of followers on Twitter, Facebook, SU, Myspace, etc, etc. This does address the concept of “reach” – sort of.

But what about impressions? Especially on Twitter, we usually tweet a post or an interesting thought…once. And, of course, at least, I’d say 80-90% of our followers don’t even see the tweet…unless it is retweeted. Of course, that is often the goal, but, what about if we tweeted one message a number of times to ensure that all of our key target sees it? Would that be considered bad twettique? Is that abusing our followers? Would we rapidly have deluge of people “unfollowing”? Read the rest of this entry »

You gotta spend money to save money. For energy efficiency upgrades, that saying couldn’t be more timely or accurate.

Energy efficiency programs and rebates are getting a real shot in the arm from, among other things, the stimulus package, plus many other federal, state, and local programs. As a result of the stimulus package, energy efficiency tax credits have been raised from 10% of cost to 30%. The maximum credit has been raised from $500 to $1500, and more expensive upgrades, such as solar panels, solar water heaters, and geothermal pumps are not limited to the $1,500 maximum. The $200 tax credit cap on efficient windows has been removed, however Read the rest of this entry »

Ah, the magic of Twitter. I’ve been on there for the past year and during that time have become a green business hub of sorts. Every day, 10-20 new people “follow” me (choose to have what I say be tracked by them) One particularly interesting one was EnergyCircle.

In a miraculously concise statement of purpose, they say, “Our singular goal as a company is to take the complexity out of home energy.”

How do they do that?

Through telling their own stories. Exploring what’s going on out there. Teaching you how to best do it yourself. And know when it’s time to bring in a professional.

Then, armed with knowledge, encouragement, and others to identify with, they have a store full of ways to put talk into action.  My antennae went up when I saw they sell space heaters. Seeming to know this would be an issue, they have a quick, fun video in their blog entry YES! Sometimes an Electric Space Heater Makes Sense.

Read the rest of this entry »

1. Jill, you are an artist, designer and crafter. Tell us about what you do and what you create.

First and foremost I create detailed native nature drawings. With these, I create an eponymous line of paper goods and fabric accessories. I’ve been an “indie-craftpreneur” since 2001, selling my goods on my retail website and in boutiques worldwide. I also create murals, take on custom art commissions, and the occasional graphic design project for like-minded businesses. Read the rest of this entry »

You’re a small business owner and you’ve got your hands full with credit card readers, vender accounts, customer complaints, and advertising cold-callers…and do we even have to mention the recession?  Still, you want to do your part to help reduce the impacts of climate change, and you’ve heard that one of the ways your company can reduce your carbon footprint is by offsetting your emissions with what they call carbon offsets. 

There’s a lot of information out there about carbon offsets, but how can you know that purchasing carbon offsets is actually reducing overall carbon emissions globally?  Where does the money go?  You certainly don’t have the time to research all companies offering to offset your carbon footprint (In the SF bay area alone – 3Degrees, Terrapass, LiveNeutral, The Carbon Neutral Company, Greatest Planet…), but yet you want to do just that.  Read the rest of this entry »

Today you can call your senators for free and tell them that a green recovery is important to you.

Yesterday, I posted about green jobs advocacy day on Capitol Hill and some of the ways in which a green recovery will benefit ecopreneurs. Thanks to 1Sky, the nonprofit with the single goal of seeing federal action that can reverse global warming, today (and actually tomorrow or the day after, etc…) you can quickly and easily call your Senator and tell them that you support green measures in the stimulus package.  All you have to do is click through to the 1sky site and the handy, dandy Click-to-Call webform asks for your email address, name, address and zip code as well as a 10 digit phone number where you can be reached so that they can connect you directly to your senator. Here’s the 1sky pitch:

Right now, the Senate is working on the economic recovery package passed by the House. This is a pivotal opportunity to invest in green projects like public transit and energy efficiency, which will jump-start our economy lay the foundations of a new, clean energy America. We’ve made it easy for you to call Washington–at no cost to you! Call your senators today and tell them to keep the economic recovery green!

Making that call couldn’t be easier. Whatcha waiting for?

Photo by Lusi at sxc.hu

The Green Jobs National Conference that starts today in Washington, DC, includes a Greens Job Advocacy Day on Capitol Hill.  Advocacy days like these are a time when labor, environmentalists, community activists, businesses and academics descend upon our elected officials. These disparate groups come from all over the country.  They will likely break into groups by state, perhaps congressional districts and get to know each other.  They will go to their elected officials to talk about an agreed upon set of issues. In other words everyone will be on message when they get face time with the representative or key staff people.

Today, people representing our interests—but who do not necessarily have paid lobbyists like big oil and the auto manufacturers—get to lobby in Washington, to make a difference.  And, ecopreneurs stand to be huge recipients of green jobs policies and legislation.  Many of the issues lobbied for today would mean more incentives, funding and support for you.

What are they going to talk about? According to the Advocacy Day Leave-Behind Document (that contains much more information about the specific recommendations), they are going to ask Congress and the administration to include policies that will create green jobs in the economic recovery package:

Energy efficiency and Infrastructure upgrades.

• Expand tax incentives for energy-efficient homes, commercial buildings and products;
• Increase funding for the Weatherization Assistance Program;
• Support a Clean Energy Corps;
• Fund the Energy Efficiency and Conservation Block Grant with a specific emphasis on large-scale, block-by-block retrofit projects;
• Invest in capital funding to repair and upgrade water, waste-water, and storm-water systems to ensure that we have safe, adequate water supplies for people and wildlife. (The American Public Works Association (APWA) estimates that every $1 billion invested in infrastructure generates about 35,000 jobs for engineers, construction workers, plumbers, architects, maintenance workers and many others.)

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Take a look at this new video that I found on the Dell Social Media Facebook page. Green businesses, always current with the latest trends, are getting into social media in a big way. How about you?

You can hear more from Sean Daily at GreenLivingIdeas.com and also hear my interview with him here.

This morning I found myself thinking about inaugurations past. In particular, John F. Kennedy’s 1961 Inaugural Address. That, along with meeting Auden Schendler Executive Director of Sustainability at Aspen Ski Company a few weeks ago, got me thinking about my ideas of greening small businesses.

What would happen if we reframed the issue: ask not what the country can do to green you; ask what you can do to green the country?

We all know that in order to be a green business we have to walk the walk, as well as talk the talk.  And, walking the walk needs to be more than greening your individual business. Changing your business practices is only one piece of the greening puzzle. Just because you can’t afford to install solar panels right now, doesn’t mean you can’t make a big difference. In fact, the time you invest in making a difference may be as valuable to environmental progress as installing CFLs. What if every small business owner in America got involved?  Joined a green business organization? Strengthened their green requirements for suppliers? Provided customers with greener alternatives?

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