Environmental Entrepreneurialism The new wave of green business strategy
Environmental Entrepreneurialism The new wave of green business strategy
-Cree Indian Proverb
2001 was when it first hit him. He was in a public rest stop on a highway in upstate New York using the men’s room. While there, he noticed a big poster on the wall saying “Proud to be cleaned by Lysol”.
He thought to himself, “They’re proud to be using Lysol? That’s horrible!” [Note: Lysol has known carcinogens— chemicals quite toxic to humans.] Cleaners in public spaces should be all natural and non-toxic for all involved. Including the planet.
Shortly thereafter he started Ecologic Solutions, Inc.in his apartment. Eight years later it is one of the most successful all-natural commercial cleaning supply companies in the country with 100% annual sales growth for the past three years. Rejecting a corporate buyout offer, they are wrapping up a multi-million dollar round of investment financing.
The man who started the company is my baby brother, Anselm.
People frequently ask me “Can a business really thrive in being ‘green’?” I tell them about Anselm and several of my clients whose companies are all growing at similar rates in their “green” companies.
They often also ask, “Is ‘green’ business just another modern-day gold rush, like the internet boom in the late ‘90’s and the real estate boom that just collapsed?”
My answer usually surprises them, “’Yes’, for some. And ‘no’ for everyone else.”
Continuing I explain, “50% of the world’s wetlands have been lost in the last 100 years, 50% of the world’s forests have been chopped down, 70% of the world’s major marine fisheries have been depleted, 100% of the world’s coral reefs are at risk, and 6.3 billion people on the planet with another 3 billion coming in the next 40 years. This might be a fad for some, and for everyone else this is a permanent change we must address now. By showing businesses how to make money taking care of the planet will be the fastest way we’ll reverse these trends.”
In order to successfully launch a new “green” product or company, the following eight steps might be helpful:
1. Pick from the Top Ten Environmental Issues for one(s) you are most passionate about.
2. Build your product/service around that issue. If you do not see a relationship between what you know how to do and that issue, create one. For example, you’re a chiropractor and you are passionate about air pollution, find creative ways to reduce customer travel to your office, use low energy consuming equipment in the office, start or contribute to a fund for pollution control, or have your office offer discounts to those who bike to your office.
3. Define your target customer. Who would be most interested in your new product/service or company? What are their demographics and psychographics (interests).
4. Study your competition. What are they doing towards your chosen issue? How are you better or different? In order to avoid “greenwashing” (promoting being “green” without really being “green”), you must be authentic and accurate.
5. Establish your credibility. To add to the legitimacy, show your experts on staff, credentials (licenses, degrees, etc.), testimonials from credible sources/clients, case studies of those who have used your product/service (or ones similar), and/or scientific resources backing up your research/claims.
6. Determine start up costs. Do you need to finance the project? There are many government-backed financing programs starting now with the “green jobs” initiative being pushed heavily in Washington. An expert on this is Franklin Madison at Industrial and Technology Assistance Corporation here (ITAC) in NYC. Frank and ITAC have a 10 year history of working with and providing access to funding for green businesses (particularly technology-based businesses.)
7. Hit the market. Make sure you present your product/service in a way your target customers are going to get it. Speak their language when explaining how it benefits both them and the planet. Use stories and examples. Masters at explaining their products are The Body Shop and Patagonia.
8. Have a blast. Make sure it is what you are passionate about. You will get knocked around a lot and when you do, what will get you back up is your passion for making it happen.
And by following these steps just might get you to where my brother, Anselm’s, business is right now.
Action Steps for the Week
Although green businesses started gaining traction in the early ‘90’s, only recently has it become a really hot market. For this reason, it will take some serious focus and intention for you to catch up to the wave. Here is what you will need to do ASAP:
* Determine what “floats your boat” regarding environmental issues.
* Research that environmental topic until you understand the key issues.
* Define your product/service new business.
* Study your competition. Who is doing this already? How are you unique or better?
* Integrate plan into your business.
* Write up your marketing strategy.
* Got expenses to start? If so, where will you raise the capital?
Do not get discouraged or delay on this. The time for this is now, because in this economy and this hot market you can imagine how many people are innovating just like you.
Get going and Be UnReasonable!
Environmental Entrepreneurialism The new wave of green business strategy - To learn more about this author, visit Stefan Doering's Website.
Like this article? Share it with your friends
Only when the last tree has died and the last river been poisoned and the last fish been caught will we realize we cannot eat money.
-Cree Indian Proverb
2001 was when it first hit him. He was in a public rest stop on a highway in upstate New York using the men’s room. While there, he noticed a big poster on the wall saying “Proud to be cleaned by Lysol”.
He thought to himself, “They’re proud to be using Lysol? That’s horrible!” [Note: Lysol has known carcinogens— chemicals quite toxic to humans.] Cleaners in public spaces should be all natural and non-toxic for all involved. Including the planet.
Shortly thereafter he started Ecologic Solutions, Inc.in his apartment. Eight years later it is one of the most successful all-natural commercial cleaning supply companies in the country with 100% annual sales growth for the past three years. Rejecting a corporate buyout offer, they are wrapping up a multi-million dollar round of investment financing.
The man who started the company is my baby brother, Anselm.
People frequently ask me “Can a business really thrive in being ‘green’?” I tell them about Anselm and several of my clients whose companies are all growing at similar rates in their “green” companies.
They often also ask, “Is ‘green’ business just another modern-day gold rush, like the internet boom in the late ‘90’s and the real estate boom that just collapsed?”
My answer usually surprises them, “’Yes’, for some. And ‘no’ for everyone else.”
Continuing I explain, “50% of the world’s wetlands have been lost in the last 100 years, 50% of the world’s forests have been chopped down, 70% of the world’s major marine fisheries have been depleted, 100% of the world’s coral reefs are at risk, and 6.3 billion people on the planet with another 3 billion coming in the next 40 years. This might be a fad for some, and for everyone else this is a permanent change we must address now. By showing businesses how to make money taking care of the planet will be the fastest way we’ll reverse these trends.”
In order to successfully launch a new “green” product or company, the following eight steps might be helpful:
1. Pick from the Top Ten Environmental Issues for one(s) you are most passionate about.
2. Build your product/service around that issue. If you do not see a relationship between what you know how to do and that issue, create one. For example, you’re a chiropractor and you are passionate about air pollution, find creative ways to reduce customer travel to your office, use low energy consuming equipment in the office, start or contribute to a fund for pollution control, or have your office offer discounts to those who bike to your office.
3. Define your target customer. Who would be most interested in your new product/service or company? What are their demographics and psychographics (interests).
4. Study your competition. What are they doing towards your chosen issue? How are you better or different? In order to avoid “greenwashing” (promoting being “green” without really being “green”), you must be authentic and accurate.
5. Establish your credibility. To add to the legitimacy, show your experts on staff, credentials (licenses, degrees, etc.), testimonials from credible sources/clients, case studies of those who have used your product/service (or ones similar), and/or scientific resources backing up your research/claims.
6. Determine start up costs. Do you need to finance the project? There are many government-backed financing programs starting now with the “green jobs” initiative being pushed heavily in Washington. An expert on this is Franklin Madison at Industrial and Technology Assistance Corporation here (ITAC) in NYC. Frank and ITAC have a 10 year history of working with and providing access to funding for green businesses (particularly technology-based businesses.)
7. Hit the market. Make sure you present your product/service in a way your target customers are going to get it. Speak their language when explaining how it benefits both them and the planet. Use stories and examples. Masters at explaining their products are The Body Shop and Patagonia.
8. Have a blast. Make sure it is what you are passionate about. You will get knocked around a lot and when you do, what will get you back up is your passion for making it happen.
And by following these steps just might get you to where my brother, Anselm’s, business is right now.
Action Steps for the Week
Although green businesses started gaining traction in the early ‘90’s, only recently has it become a really hot market. For this reason, it will take some serious focus and intention for you to catch up to the wave. Here is what you will need to do ASAP:
* Determine what “floats your boat” regarding environmental issues.
* Research that environmental topic until you understand the key issues.
* Define your product/service new business.
* Study your competition. Who is doing this already? How are you unique or better?
* Integrate plan into your business.
* Write up your marketing strategy.
* Got expenses to start? If so, where will you raise the capital?
Do not get discouraged or delay on this. The time for this is now, because in this economy and this hot market you can imagine how many people are innovating just like you.
Get going and Be UnReasonable!
Environmental Entrepreneurialism The new wave of green business strategy - To learn more about this author, visit Stefan Doering's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
|||
Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
|||
George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
|||
David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
|||
Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
|||
Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
|||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Stefan's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
|
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Non Disclosure Agreement Leadership Style Assessment Your Life Your Legacy Accessing Capital Positive Thinking |
|
 | ||
 |
Top 50 Diversion Blogs
Top Diversion Blogs of 2009 | |
 |
Top 50 Debt Blogs
Learn To Get Out Of Debt | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||