Greening our Planet, our Industry, our
Community and our Company – a goal
we have to achieve

Ryan Martens, CTO, Rally Sof...
2007 vs 2005 1 Million less square Miles of ICE than previous low


            National Snow and Ice Data Center – Univer...
When will we lose Arctic Sea Ice?
The summer rate of decline was       Trends of September sea ice extent - MODELS and OBS...
Global Warming is a snowball rolling down hill
 ∙ Greenhouse gases are
   trapping heat
 ∙ Raising the temperature (in
   ...
∙ Greening needs to be an industrial revolution to fight
  Global Warming
   ₋   From Industry 1.0 to Industry 2.0
   ₋   ...
It is a Systemic Problem, it needs a
Systemic Solution

From Industry 1.0 to Industry 2.0




                        Copy...
Take                    Make                         Waste




1,000,000 #s /US Person/year             2000# of Good     ...
Exponential Population Growth

∙ “We must realize that
  growth is but an adolescent
  phase of life which stops
  when ph...
1.0 –                 2.0 –          3.0 –
Take – Make - Waste        Sustainable    Restorative




                     ...
High Technology Industry Example




                 Copyright 2003-2007, Rally Software Development Corp
50-80% of US
e-waste goes
to China




A pile of 500 computers contains:
• 717 kg of lead
• 1.36 kg of cadmium,
• 863 gram...
Worldwide Data Center Power Usage

15000

10000
                                                        MegaWatts
    5000...
The scope of green IT
     Design                                                             Manufacture
     • Increase ...
Rally – “Greening” Software Industry
Agility, SaaS and Community




                      Copyright 2003-2007, Rally Soft...
Software 1.0 - Long, Large, Linear, Late
   Time to
                                       12 to 36 Months
   Market




 ...
Software 2.0 – Iterate, Increment and Innovate

     Time to              1 to 6 months                    Waterfall 12 to...
Software Lifecycle Management Platform




                                         17
Agile Success – 4X Better than average
                                 “When we started with Agile, I was concerned it mi...
Software 2.0 – SaaS, Agility and Community



               Agile      Community
             Software     Building &
   ...
∙ #1 On-Demand Agile
  Solution




∙ #1 Agile Training &
  Coaching




∙ #1 Agile Community for
  Collaboration




    ...
Taking the first Step toward the Second
Industrial Revolution
There is a community here to help




                      ...
www.conservationeconomy.net

                              22
Changing how we operate IT
1. Dramatically better service
   ₋   Install
   ₋   Performance
   ₋   Uptime
   ₋   Security
...
Philanthropy 2.0

• Community
Foundation of Boulder
County
• Denver Community
Foundation
• Rose Foundation

           Ent...
Year 1 - 16 Companies

ClickCaster            Shareholder
Collective Intellect     Representatives
Fuser                  ...
Get on the Curve!

  ∙     Get a baseline
  ∙     Set Goals
  ∙     Implement
  ∙     Reinvest Savings
  ∙     Measure & L...
City of Boulder   www.beclimatesmart.org/

Ecocycle          www.ecocycle.org/


                  www.agilecommons.org/hi...
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Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

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This is a presentation Ryan Martens presented at the Rockies Venture Club. The point of the talk was to encourage folks to get started on the curve toward greening and that strategic and tactical benefits would come as well as personal benefits. I left folks with the pointers, on the last slide, to a number of the sources that are helping us up the curve.

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Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

  1. 1. Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve Ryan Martens, CTO, Rally Software Copyright 2003-2007, Rally Software Development Corp
  2. 2. 2007 vs 2005 1 Million less square Miles of ICE than previous low National Snow and Ice Data Center – University of Colorado, Boulder http://nsidc.org/news/press/2007_seaiceminimum/20070810_index.html 2
  3. 3. When will we lose Arctic Sea Ice? The summer rate of decline was Trends of September sea ice extent - MODELS and OBSERVATIONS >10% per decade; the rate since 1997 was ~20% per decade. But in 2007 alone, summer sea ice will drop ~25%. A linear extrapolation now puts the ‘zero sea ice’ date at ~2060; However, the decline is unlikely to be linear due to feedbacks, and a continuing increase in the greenhouse forcing; and - Models that track sea ice well for the past century show the possibility of a rapid (~15 year) collapse of sea ice once extent and thickness reach a certain level (summer extent of ~5 M km2) We are more or less at this level. source: Stroeve et al, 2007 GRL and NSIDC 2007 Sea Ice website 3
  4. 4. Global Warming is a snowball rolling down hill ∙ Greenhouse gases are trapping heat ∙ Raising the temperature (in the Arctic faster) ∙ Melting sea ice and capturing more heat in the dark ocean ∙ Raising Temperature Greenhouse ∙ Opening passages which Gas Temperature flushes Sea Ice faster ∙ Raising Temperature ∙ Releases carbon sequestered in the frozen tundra ∙ Raising Temperature 4
  5. 5. ∙ Greening needs to be an industrial revolution to fight Global Warming ₋ From Industry 1.0 to Industry 2.0 ₋ Greening the High Technology Industry ₋ Rally – “Greening” the Software Industry ₋ There is a Community of Help ∙ Get on the 2.0 path and be part of something that is changing the World ∙ Good for Business, Good for Community and Good for the World 5
  6. 6. It is a Systemic Problem, it needs a Systemic Solution From Industry 1.0 to Industry 2.0 Copyright 2003-2007, Rally Software Development Corp
  7. 7. Take Make Waste 1,000,000 #s /US Person/year 2000# of Good 98% Waste (9% efficient) two week later Cradle to Cradle - William McDonough & Michael Braungart ∙ Assumes unlimited resources ∙ Everything else is an externality ∙ With 4% of the Population, the US is responsible for 22% of the greenhouse gas emissions. (StopGlobalWarming.org) 7
  8. 8. Exponential Population Growth ∙ “We must realize that growth is but an adolescent phase of life which stops when physical maturity is reached. If growth continues in the period of maturity it is called obesity or cancer. “ Al Bartlett, of the University of Colorado at Boulder physics department, has given the “exponential” lecture over 1,540 times since 1969. Next 1/8/08 Boulder Public Library 8
  9. 9. 1.0 – 2.0 – 3.0 – Take – Make - Waste Sustainable Restorative Resource Waste Open Loop, Closed Loop Generative, World of Constraints Balanced World of Plenty 9
  10. 10. High Technology Industry Example Copyright 2003-2007, Rally Software Development Corp
  11. 11. 50-80% of US e-waste goes to China A pile of 500 computers contains: • 717 kg of lead • 1.36 kg of cadmium, • 863 grams of chromium • 287 grams of mercury BBC Photo’s © 2002 http://news.bbc.co.uk/hi/english/static/in_depth/world/2002/disposable_planet/waste/chinese_workshop/ 11
  12. 12. Worldwide Data Center Power Usage 15000 10000 MegaWatts 5000 0 2000 2002 2004 ∙ $7 B in power usage world-wide ∙ Estimated to grow another 40% by 2010 ∙ 1.2% of all Power used in the US to power and cool Data Centers ∙ Jonathan Koomey, a staff scientist at Lawrence Berkeley National Laboratory in Berkeley, Calif., 2007 12
  13. 13. The scope of green IT Design Manufacture • Increase power efficiency • Cleaner manufacturing processes • Improve power handling • Apply CSR principles to suppliers • Design for the environment • Reduce use of hazardous substances • Minimize transport and packaging impacts Operation Disposal • Manage IT energy usage in the • Reuse and refurbish systems data center and beyond • Recycle systems at end-of-life • Actively manage app workloads • Recycle consumables • Implement green sourcing criteria • Source sustainable energy 13 Entire contents © 2007 Forrester Research, Inc. All rights reserved.
  14. 14. Rally – “Greening” Software Industry Agility, SaaS and Community Copyright 2003-2007, Rally Software Development Corp
  15. 15. Software 1.0 - Long, Large, Linear, Late Time to 12 to 36 Months Market Lifecycle Define Code Test Deploy Tech Test Funct Deliverables MRD PRD Code Doc Train spec plan test Big Big Big Slowly Sales Training, Bang Recover 3-year Install & Release ROI License Configure 15
  16. 16. Software 2.0 – Iterate, Increment and Innovate Time to 1 to 6 months Waterfall 12 to 36 months Market Waterfall Waterfall Lifecycle test deploy Deliverables Working, tested code on short cycles Waterfall documentation Integrated Management Solutions 16
  17. 17. Software Lifecycle Management Platform 17
  18. 18. Agile Success – 4X Better than average “When we started with Agile, I was concerned it might be a less disciplined method for development. In reality, it’s more disciplined, and provides more accountability. Using Agile with Rally’s solutions is giving us stronger, more tangible metrics and better visibility into our progress.” Paul Beavers - Director R&D Challenge Solution Results Scale Agile development Rally’s coaches guide the www.qsma.com practices up to effectively adoption of a formal Agile manage hundreds of development process 4X faster for 600 Stories & personnel across a 569K LOC – (4.5 Months) worldwide workforce Rally’s on-demand agile lifecycle management 2X larger team than 7 Teams, 135 People in enabled BMC to manage average Austin, Houston, multi-team Agile Sunnyvale & Pune development efforts Normal bug count for level of effort Individual team productivity up by 20-50% 18
  19. 19. Software 2.0 – SaaS, Agility and Community Agile Community Software Building & Release Marketing Customer Subscription Success Sale & SaaS Management Delivery Weeks to Months 19
  20. 20. ∙ #1 On-Demand Agile Solution ∙ #1 Agile Training & Coaching ∙ #1 Agile Community for Collaboration 20
  21. 21. Taking the first Step toward the Second Industrial Revolution There is a community here to help Copyright 2003-2007, Rally Software Development Corp
  22. 22. www.conservationeconomy.net 22
  23. 23. Changing how we operate IT 1. Dramatically better service ₋ Install ₋ Performance ₋ Uptime ₋ Security ₋ Quality ₋ Maintainable customizations 2. 10 to 100 X more efficient than customer hosting a product ₋ Potentially 1000X more efficient with changes in computers and renewable energy 3. Lower cost of sale and support through customer communities 23
  24. 24. Philanthropy 2.0 • Community Foundation of Boulder County • Denver Community Foundation • Rose Foundation Entrepreneurs Foundation serves as a catalyst for: Corporate Citizenship: Strategically engaging the organization in values based business initiatives that serve the enterprise and social change Community Involvement: Building awareness and active engagement in global community Philanthropy: Creating and implementing a model of giving that scales to the organization’s capacity STRONGER COMPANIES. STRONGER COMMUNITIES.
  25. 25. Year 1 - 16 Companies ClickCaster Shareholder Collective Intellect Representatives Fuser Services Gold Systems SocialThing Lijit TechStars Me.dium Tensegrity NewsGator Tendril Rally Software Zuzingo Solidware Symplified STRONGER COMPANIES. STRONGER COMMUNITIES.
  26. 26. Get on the Curve! ∙ Get a baseline ∙ Set Goals ∙ Implement ∙ Reinvest Savings ∙ Measure & Learn ∙ Keep Going CC 2006, Kathy Sierra - http://headrush.typepad.com/creating_passionate_users/2 006/03/how_to_be_an_ex.html 26
  27. 27. City of Boulder www.beclimatesmart.org/ Ecocycle www.ecocycle.org/ www.agilecommons.org/hives/ Rally 6997a8ec6a/ Entrepreneurs www.efcolorado.com Foundation Integrated www.salesforcefoundation.org Philanthropy /sharethemodel Business www.natcap.org State www.cogreenpower.org World www.climatecrisis.net/ 27
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