AOM2011: A Meaningful Journey<br />From box checking to embedded philosophy:<br />One entrepreneur’s quest to bring capita...
I’ll share this presentation on green business as a story—my own entrepreneurial journey<br />
My mission: build a business that uses information technology to address the energy challenge<br />Inspired by epic quests...
Businesses that trade economic value for green value aren’t “sustainable.”<br />“Corporate Social Responsibility”<br />4<b...
Wanted: meaningful alignment of economic, green value at SCALE<br />5<br />Scale<br />Alignment of economic, green value<b...
Found: Smart Office Energy Solutions<br />6<br />
Energy is the #1 operating expense in office buildings; owners and tenants must reduce energy use….<br /><ul><li>Energy is...
Up to 70% of energy use in offices is simply wasted
$280 billion per year spent globally on office energy
Energy prices forecast to increase</li></ul>Office Building Expenses<br />7<br />
Most building owners and tenants can not adopt capital intensive retrofits to save energy<br /><ul><li>Retrofit solutions ...
6+ years for typical payback on retrofits
Specialized personnel to install, maintain retrofits</li></ul>Most buildings can not adopt expensive retrofit solutions<br...
Wireless Mesh<br />Smart Monitors<br />Smart<br />Sockets<br />SmartOES.com<br />Monitoring and Analysis Services<br />Ene...
M3™ Energy Savings<br />Identify building circuits with most energy waste<br />Target and prioritize initiatives with grea...
Measure: Smart OES measures fine-grained energy consumption in real-time<br /><ul><li>Energy use measured at building, cir...
Automatic categorization of energy use (HVAC, lighting, equipment)
Immediate identification of greatest energy waste sources, prioritization of highest savings</li></ul>Client believed clim...
Manage: Smart OES also manages/optimizes energy consumption proactively<br />Manage your Own Energy Usage<br />Remote Ener...
Act on highest return opportunities</li></ul>Level 1:<br /><ul><li>Standard, automated reports
Provides standard improvement levers
No customization</li></ul>Level 2:<br /><ul><li>Personal, customized analyses
Standard energy improvement recommendations</li></ul>Level 3:<br /><ul><li>Customized energy management solutions
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A Meaningful Journey: One Entrepreneur's Quest to Bring Together Capitalism and Meaning

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This was presented at the Academy Of Management's 2011 Annual Meeting in San Antonio, Texas. This presentation was part of an All-Academy Session entitled: Creating Social Value: From Box Checking to Embedded Philosophy (http://program.aomonline.org/2011/submission.asp?mode=ShowSession&SessionID=822). The session explored different methods of creating social value within organizations; this presentation is a case study of one such method: creating a business with social value inextricably aligned with economic value.

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  • This was presented at the Academy Of Management's 2011 Annual Meeting in San Antonio, Texas. This presentation was part of an All-Academy Session entitled: Creating Social Value: From Box Checking to Embedded Philosophy (http://program.aomonline.org/2011/submission.asp?mode=ShowSession&SessionID=822). The session explored different methods of creating social value within organizations; this presentation is a case study of one such method: creating a business with social value inextricably aligned with economic value.
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A Meaningful Journey: One Entrepreneur's Quest to Bring Together Capitalism and Meaning

  1. 1. AOM2011: A Meaningful Journey<br />From box checking to embedded philosophy:<br />One entrepreneur’s quest to bring capitalism and meaning together<br />Bryan Guido Hassin<br />@guido23<br />
  2. 2. I’ll share this presentation on green business as a story—my own entrepreneurial journey<br />
  3. 3. My mission: build a business that uses information technology to address the energy challenge<br />Inspired by epic quests<br />That quest is energy<br />Business is the best medium to address it<br />Information technology is a powerful weapon<br />
  4. 4. Businesses that trade economic value for green value aren’t “sustainable.”<br />“Corporate Social Responsibility”<br />4<br />Wanted: business that aligns economic and green value for sustainable meaning<br />
  5. 5. Wanted: meaningful alignment of economic, green value at SCALE<br />5<br />Scale<br />Alignment of economic, green value<br />
  6. 6. Found: Smart Office Energy Solutions<br />6<br />
  7. 7. Energy is the #1 operating expense in office buildings; owners and tenants must reduce energy use….<br /><ul><li>Energy is the #1 office building operational expense
  8. 8. Up to 70% of energy use in offices is simply wasted
  9. 9. $280 billion per year spent globally on office energy
  10. 10. Energy prices forecast to increase</li></ul>Office Building Expenses<br />7<br />
  11. 11. Most building owners and tenants can not adopt capital intensive retrofits to save energy<br /><ul><li>Retrofit solutions require $1M+ capital expenditures
  12. 12. 6+ years for typical payback on retrofits
  13. 13. Specialized personnel to install, maintain retrofits</li></ul>Most buildings can not adopt expensive retrofit solutions<br />Can<br />Adopt<br />Can Not Adopt<br />Can Not Adopt<br />Can Not Adopt<br />$26 BILLION POTENTIAL MARKET at 20% AGR<br />53 MILLION TONS CO2 / ANNUAL SAVINGS<br />8<br />
  14. 14. Wireless Mesh<br />Smart Monitors<br />Smart<br />Sockets<br />SmartOES.com<br />Monitoring and Analysis Services<br />Energy Management Dashboards<br />Desktop Apps<br />Mobile Apps<br />9<br />Smart OES reduces office energy consumption 25% with wireless hardware, cloud software, services<br />
  15. 15. M3™ Energy Savings<br />Identify building circuits with most energy waste<br />Target and prioritize initiatives with greatest returns<br />Automatically shut off power to unused devices nights and weekends<br />Capitalize on human behavior by reporting individual employee energy use relative to peers<br />10<br />Source: Client Studies<br />Smart OES’s proprietary methodology maximizes energy savings throughout office<br />
  16. 16. Measure: Smart OES measures fine-grained energy consumption in real-time<br /><ul><li>Energy use measured at building, circuit, employee, and discreet device level (example: each PC)
  17. 17. Automatic categorization of energy use (HVAC, lighting, equipment)
  18. 18. Immediate identification of greatest energy waste sources, prioritization of highest savings</li></ul>Client believed climate control was top energy drain, but Smart OES identified the true culprits (lighting) - - Client saved more than $20,000 in planned A/C renovations!<br />Actual<br />Field Trial<br />11<br />
  19. 19. Manage: Smart OES also manages/optimizes energy consumption proactively<br />Manage your Own Energy Usage<br />Remote Energy Management Services<br /><ul><li>Analyze your own data
  20. 20. Act on highest return opportunities</li></ul>Level 1:<br /><ul><li>Standard, automated reports
  21. 21. Provides standard improvement levers
  22. 22. No customization</li></ul>Level 2:<br /><ul><li>Personal, customized analyses
  23. 23. Standard energy improvement recommendations</li></ul>Level 3:<br /><ul><li>Customized energy management solutions
  24. 24. Analysis performed by PhD engineer experts
  25. 25. Set rules for each Smart Socket to shut off automatically at night and weekends when not in use</li></ul>12<br />
  26. 26. Motivate: Smart OES induces better energy behavior through recognition, competition<br />Energy use transparency, accountability, and competition<br />13<br />
  27. 27. Smart OES is early stage but has already validated savings with several success stories<br />Clients<br />Results<br />Resellers<br />Prototypes <br /><ul><li>25% savings
  28. 28. $500K / year savings
  29. 29. Payback < 2 year
  30. 30. Easy to try
  31. 31. Over 80% trial conversion
  32. 32. Hardware components “off the shelf”
  33. 33. “Glued” together with Smart OES software
  34. 34. Plugged into proprietary M3™ methodology
  35. 35. 440 Louisiana
  36. 36. 2700 N Post Oak
  37. 37. 710 N Post Oak</li></ul>TDB, Inc.<br />14<br />
  38. 38. Found: meaningful alignment of economic, green value at SCALE<br />15<br />Scale<br />Alignment of economic, green value<br />
  39. 39. Found: meaningful alignment of economic, green value at SCALE<br />16<br />Smart OES Business Model<br />
  40. 40. What does this journey tell us about embedding sustainability philosophy?<br />17<br />
  41. 41. 1. Saving the world isn’t about technology—it’s about people!<br />
  42. 42. 2. Focus on initiatives that create value for all stakeholders<br />Align economic and green value for each stakeholder<br />Avoid tradeoffs<br />Stakeholders will innovate their own initiatives<br />19<br />
  43. 43. 3. Bottom up empowerment can be much more productive than top-down control<br />Top-down utility smart meter push has led to resistance<br />20<br />“Turn the lights off” policies only 10% effective vs. 90% bottom-up success<br />Empowerment Intangible Benefits: morale, productivity, health<br />
  44. 44. 4. Life is too short not to do something meaningful<br />
  45. 45. 5. Seek support in your secure bases; be a secure base to others<br />To fear risk is Human<br />Secure bases will love you even if you fail<br />Secure bases give you confidence to take risks<br />Identify and lean on your secure bases <br />22<br />Hostage at the Table; Kohlrieser; 2006<br />
  46. 46. AOM2011: A Meaningful Journey<br />From box checking to embedded philosophy:<br />One entrepreneur’s quest to bring capitalism and meaning together<br />Bryan Guido Hassin<br />@guido23<br />

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