Green Business Today

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An overview of what do we mean by green business, as well as a definition of green business ecosystem

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Green Business Today

  1. 1. GREEN BUSINESS TODAY Oriol Pascual oriol@enviu.org
  2. 2. AGENDA • • • • What do we mean by green business? State-of-art of green business Opportunities in the digitalisation of green Green business ecosystems: how-to? Photo: Amir Kockovic
  3. 3. GREEN BUSINESS Environment Economy Society Refers to business activities that create environmental, social, and economic value.
  4. 4. GREEN BUSINESS Not all green businesses are equal: • Micro business: artisan craft, tourist guide • Small business: service providers, retail • Scalable business: distribution, cleantech Photo: LifeInMegapixels
  5. 5. MICRO BUSINESS SMALL BUSINESS SCALABLE BUSINESS Sustain lifestyle Sustain family Go big Geography! Local Local-Regional Regional-Global Entry barrier Low Low-medium High Job creation Self (+1) 2-50 +50 Days Weeks Months Business support Basic accounting Value-chain management Tech. dev. Financial support Savings Personal loan Subsidies + participations Capital risk Role of technology Low - marketing - Low-Medium - inventory - High - core - Goal Time to market
  6. 6. BUSINESS IN EUROPE 1% 7%1% 91% Micro business (1) Small business (10-49) Mid-Size (50-250) Large business (+250) Source: EU Eurofund
  7. 7. COMPOSITION 23% 6% 72% Industry Agriculture Services Europe 20% 3% 77% Industry Agriculture Services Jordan Source: World Factbook
  8. 8. CLEANTECH Cleantech refers to the development and application of technology with the aim to improve resource efficiency. It includes, amongst others: • Renewable energy • Mobility • Water-related technologies Photo: USACE
  9. 9. CHARACTERISTICS • • • • Technology-based: mainly hardware Capital intensive Long development periods Highly dependent on gov. decisions Photo: Brookhaven Nat. lab.
  10. 10. CLEANTECH CHALLENGES Current challenges are not about fundamental science. Are about: • Complex financing & incentives • Failure to communicate to consumers • Poor sales channels
  11. 11. Many opportunities await in the digitalisation of green
  12. 12. CLEANWEB Efficiency CLEANTECH Cleanweb INTERNET OF THINGS Data & networks COLLABORATIVE CONSUMPTION Market re-structuring
  13. 13. ELEMENTS • • • • Network-based technology is core Resource-focus Defined business model Scalability Photo: ogimogi
  14. 14. VALUE CREATION • • • Helping consume resources more efficiently Making environmental data meaningful Disrupting cleantech financing models Photo:MetroMile
  15. 15. ADVANTAGES • • • • Agile development Capital light Low-risk Scalability Photo: Desarrollando America Latina
  16. 16. 6 BUSINESS MODELS 1. 2. 3. 4. 5. 6. Customer engagement platforms Collaborative financing models Decision-making tools Loyalty programs P2P lending resources Data monitoring & management Photo: szwerink
  17. 17. 1. CUSTOMER ENGAGEMENT PLATFORMS • • Use data from utilities and public service providers (energy, water, transport) to create customer value though visualisation of data in ways that is meaningful and actionable Who? Opower, Tendrill, Dropcountr, Watersmart
  18. 18. 2. COLLABORATIVE FINANCING MODELS • • Debt-based crowdfunding of renewable energy projects with a defined return of investment Who? Solar Mosaic, Milk the Sun, Tangerine Power
  19. 19. 3. DECISION-MAKING TOOLS • • Saas to evaluate the potential of commercial and private (PV) projects. Simulations include: how much power can be generated, costs of an installation, ROI, efficiency Who? QuickSolar, Solarist
  20. 20. 4. LOYALTY PROGRAMS • • Get rewards for your sustainable/green actions: saving water, energy, produce your own energy, using public transport Who? Changers, Ecostastic, PlaytoRide
  21. 21. 5. PEER-TO-PEER LENDING RESOURCES • • Lending and/or renting between individuals of hight costs goods, like housing and cars. Access to functionality, instead of ownership Who? Airbnb, SocialCar, Relay Rides
  22. 22. 6. DATA MONITORING & MANAGEMENT • • Combination of hardware & software to monitor energy, temperature, or smart homes Who? Nest, Valta, Envirocar, Metromille
  23. 23. HOW TO DO IT? • • • Learning by doing approach Hackathon: bring developers and entrepreneurs together for a weekend Jordan & middle east has the ingredients: i.e. Jordan Open Source Association, Oasis500 foto by BA Data
  24. 24. GREEN BUSINESS ECOSYSTEMS
  25. 25. COMMUNITY PLAYERS • • Leaders: entrepreneurs Feeders: government, universities, incubators, investors, mentors, service providers, large companies Photo:madlynlovewithlife
  26. 26. FRAMEWORK TO BUILD A STARTUP COMMUNITY 1. Entrepreneurs must lead the startup community 2. Leaders must have a long-term commitment 3. Community must be inclusive of anyone that wants to participate in it 4. Community must have continual that engage the entire entrepreneurial stack Based on The Boulder Thesis Photo: Rocky Mountain Joe
  27. 27. ROLES Entrepreneurs Lead the community Government! Support vs “create” Provide a “risk-free” environment Universities Provide students, professors, research labs, entrepr. programs, tech transfer offi., space Investors Long-term support to the community, connect, perspective Mentors Experience & know-how: for free Service proviers Lawyers, accountants, recruiters, consultants Large companies Space & resources Encourage startups to enhance the co. ecosystem
  28. 28. INCUBATION PROGRAMS • • • • Designed to support entrepreneurs and reduce startup risks Structured program, typically offering space, mentoring, access to network, & capital Also known as “accelerators” Public & private Photo:rundedbygravity
  29. 29. INCUBATION PROGRAMS TRADITIONAL MODEL Funding Goal Format Costs! for entrepreneur Entry barrier NEW MODEL Public Private Increase # local business Investment-ready Lectures Mentor intensive Subsidised Equity Low High
  30. 30. M ! H T Y US has MORE support programs to early-stage entrepreneurs than the EU
  31. 31. Accumulated number of incubators in top 10 EU countries by GDP
  32. 32. BARCELONA ECOSYSTEM
  33. 33. Spain • • • • The first incubation program launched in 1989 Currently, Spain hosts 38 startup programs - most launched after 2010 Ticket size: between 20-60K Average equity share across accelerators: 8-14%
  34. 34. Catalonia • • 7 m. inhabitants - Barcelona: 5.1 m Catalonia produces 1% of the world’s scientific output
  35. 35. Barcelona 9 accelerators/incubators in Barcelona Barcelona, leads in clean tech sub-categories: • Smart City • World Mobile Capital • Large “sharing economy” community
  36. 36. Rise of the renewables • • • 1997-2013: Spain became a world leader in PV and wind energy production Of all Spanish patents, 43,6% are related to solar Spain is the 5th country in the world in number of patents in renewables, after US, Japan, Germany & UK
  37. 37. Fall of the renewables • • Today, Spain is an unattractive and risky market to invest in renewables Of the 50 factories PV silica and related in 2011, only 10% remain open today, with a focus in inverters and exports photo by treedork
  38. 38. The Barcelona entrepreneur Barcelona Silicon Valley 33.29 34.12 5% / 95% 10% / 90% Education (dropout vs. master+PhD) 1 : 10 1 : 2.5 Serial entrepreneur 41% 56% % non-technical founding teams 12% 16% Customer (B2B vs B2C) 5:2 2:1 Working hours per day 8.25 9.95 Age Gender (F/M) Source: Telefonica
  39. 39. Ecosystem Government programs Trade Shows Incubators Startups Clean tech entrepreneurship BARCELONA Universities Investors Dedicated Spaces
  40. 40. Clean tech Incubators • • • KIC InnoEnergy Fundación Repsol Eco-Emprenedor XXI
  41. 41. Government programs • • • Green Economy Plan TECNIO/ACC10 Biocat
  42. 42. 22@ • • • Transformation of a neighbourhood Private foundation managed the transition After 10 year: +1500 (tech) companies
  43. 43. Universities • • • UPC - Campus Energia ESADE IESE - Clean tech Venture Forum
  44. 44. Investment • • • • Business Angel Networks Business School forums (ESADE -IESE) Engineers’ fund Keiretsu
  45. 45. Other Interesting players • • • • Sant Pau Regional Centre for Cleaner Production Barcelona Lab IAAC + Valldaura
  46. 46. Trade shows • • • EV Symposium Smart City Expo Mobile World Congress
  47. 47. BARCELONA Green Startups
  48. 48. Smart Citizen Environmental data monitoring board & community
  49. 49. Enerbyte Using behavioural science to change consumption patterns
  50. 50. Urbiotica Smart City solutions
  51. 51. BNstar Smart water & energy consumption
  52. 52. Volta BCN Electric motorbike made in BCN
  53. 53. What works • • • • • Barcelona attracts international talent, and retains local due to the attractiveness of the city itself Barcelona is Mobile World Capital Proactive local government; “business friendly” Bottom-up entrepreneurial community Catalonia produces 1% of all research in the world but does’t have a direct translation in valorisation of this science
  54. 54. To improve • • • • Lack of ambition: local startups think small, a local win is enough rather than conquer the world English is not yet common language amongst all society To fund a limited company is expensive and bureaucratic Need for more “learning by doing” education, rather than fact-based education
  55. 55. To improve • • • • More success stories Early stage funding clearly insufficient Many players, but fragile ecosystem due to insufficient funding resources Not enough clean tech projects with high growth potential
  56. 56. SILICON VALLEY ECOSYSTEM
  57. 57. RECIPE FOR SUCCESS • • • • • Political will & smart policy Entrepreneurship & innovation Money; Ca 40% of global VC in clean Circumstance Time!
  58. 58. SAN JOSE GREEN VISION 2015 1. 25.000 new clean-tech jobs 2. 50% energy reduction per capita 3. 100% renewable electricity 4. Green buildings; 50 m. sq. feet 5. Zero waste landfill 6. 100% re-use of waste water 7. Development general plan 8. 100% public fleet using alternative fuels 9. Smart, zero-net street-lighting 10.100 miles interconnected bike trails Photo:tq2cute
  59. 59. INCUBATORS 1. San Jose Environmental Business Centre (public) 2. Plug & Play (private)
  60. 60. INVESTORS • • • 740 funds in the Valley 20+ angel investors groups 2930 deals = 22 b (2008) Photo: stevendamron
  61. 61. INVESTMENTS TODAY • • Winners:efficiency software, enhancement clean energy Losers: capital-intensive, batteries, fuels Photo: stevendamron
  62. 62. SILICON VALLEY Green Startups
  63. 63. SUNPOWER • • • • • The most efficient PVs on the planet 1985; Stanford spin out First used by NASA 400 employees Vertical approach Photo:Hermisillo & Asociados
  64. 64. TESLA MOTORS • • • High-end electric cars Innovation; unique engine & battery technology Partnering with Ford to provide battery technology Photo: GiuDAlberti
  65. 65. Final thoughts • • • • Regulation can be an enabler or barrier for clean tech to create a positive impact Clean tech is evolving towards new forms that have IT as central element Startup ecosystems start with the entrepreneurs, they lead the way It takes time to build an entrepreneurial ecosystem
  66. 66. Oriol Pascual oriol@enviu.org Oriolpascual.com @onsustain
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