Case For Green Residential Construction 20091202

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  • Good Morning Thanks – Bill – Suresh – Team Sponsor Everyone for attending
  • Green Construction a lot of literature – something there Location – not aas important Architecture – not as obvious Décor – not a sexy Strategic – creat your own reality
  • 15 years Consulting engineering / construction industry / developer #’s guy – frustrated that better products not getting into hands of end-users 3 years – simplify - bridge the gap between technical & adoption
  • Full service multi-disciplinary engineering firm.. excited to be involved Trow is an evolving firm, with a history of more than 50 years the company represents a wealth of knowledge and experience in the construction sector. Originally, Trow’s focus was the unseen parts of the project; soils and geotechnical engineering, materials testing and design. Trow is evolving, today we are diverse integrated service provider with Geotechnical, BET, Environmental , Infrastructure and …. I have never met a group of professionals more committed to building things…. and making sure they stay standing 75 offices across Canada and international, more than 2000 experts. Trow is growing ….
  • What makes a successful project? Sales Green a piece Convert customers
  • 4 year of… Energy efficiency is important to homebuyers Homebuyer’s perceptions of energy efficient features Willingness to pay Communications of benefits Importance of certification So people are concerned…. why aren’t they buying? Shelton Group Inc does an annual survey of consumers in the US Their finding are not earth shattering ~ 80% of the population is concerned about the climate change, environmental issues ~ 20% of the population actually integrate their concerns into purchase decisions ~ 1% lead with green – US population 300 million represents 3 million I think that is high, especially when you are talking about housing What shelton does do is begin to break-down and group buyers
  • Green = more complicated Green Initiative Demonstration Homes Story - decision fatigue
  • Green options Who is buying Where does green rank Decisions & trade-offs
  • Key point: focus on key green features that speak to target customers Can’t be everything to everyone Story critics
  • Shelton segmentation right track Customers >> Green >> what makes tick Specific design features / purchasing decisions / products that speak to what is important to customers Air filtration for families - kids w/ asthma
  • Builders/ developers segment already – 1 st home communities, condo’s, custom Green segments I have used Successfully tapped / potential / largly untapped Describe / behavious
  • Meet the … Pause A B C D E F G H I J K L M N O P GTA example – metropolitan area Are they interested in your project?
  • What makes them tick How do these drivers relate to your project Tower project story
  • Meet the … Pause A B C D E F G H I J K L M N O P Picture a subdivsion project Horizontal vs vertical Different needs
  • Family first! Soccer moms Green is context What worries them Global / community
  • Pause A B C D E F G H I J K L M N O P Growing demographics Opportunity Length of ownership challenge
  • Life time of experience Fixed income – operating costs Know what the want & what works Durability / time fixing Dad story
  • Examples of how to match techs with drivers Specifically match 9 drivers w/ technologies or engineering Simplify to create you own reality
  • Successful projects in toronto Green positioning to attract part of bigger urbanite segment Are projects green b/c they are in mid-town?
  • What do they do Story Jason…
  • Builder web-sites… amenities listing Focus: Life style What is important
  • products that promise 20 minutes to win the business Technical studies to tangible things w/ meaning
  • Quality construction / piece of mind / time to relax Mill Pond story…
  • Commuter trains … see it everywhere Makes commuting easier for greenies b/c …. Saving the polar bears Project come w/ this … story
  • Time / gardening / proud of home Mattamy: Sunday dinner test
  • Big one Fixed income – lower operating Energy savings Laser focus – lower capital costs
  • Who owns a house > 15 years? Worry about replacing roof, hot-water tank replacement Flood / guests / inconvienence Gas companies know Tankless HW builds on this…
  • Value – price, environmental impact Differentiation! better products not green products
  • Differentiation! better products not green products Read
  • Alignment Critics…. Hydro Bills story
  • So what qualifies me to tell you about all of this… Career spans environmental management, risk management, policy and strategy in the consulting engineering, construction and green strategy sectors. Experience aligning environmental, business and policy objectives on a project and initiative level. Disney calls it the circle of life, I began my careen in consulting engineering doing water supply work in Waterloo Region for Stantec as they were expanding into Ontario. I evolved to contaminated sites and environmental due diligence work at small environmental firm. From here I joined St. Lawrence Cement / Dufferin Concrete were I introduced systematic environmental management and integrated environmental planning in to corporate strategy. This eventually grow to sustainability / green strategy at St. Lawrence and Mattamy and my own firm SHIFT. Today, I am leveraging my Green Strategy experience in the construction industry with Trow’s building sector experience to service our clients as they build green
  • Approach Passion -
  • Case For Green Residential Construction 20091202

    1. 1. The Case for Green Residential Construction <ul><li>create your own reality… </li></ul>
    2. 2. overview <ul><li>who I am </li></ul><ul><li>green construction is complex </li></ul><ul><li>green segments </li></ul><ul><li>aligning segments & technologies </li></ul><ul><li>Trow </li></ul>
    3. 3. credentials … green strategy <ul><ul><li>construction </li></ul></ul><ul><ul><li>consulting engineering </li></ul></ul>
    4. 4. <ul><li>… from a 2-person store-front operation in 1957, into one of the top 10 largest Engineering, Consulting and Project Management firms in Canada </li></ul><ul><li>buildings </li></ul><ul><ul><ul><li>environment </li></ul></ul></ul><ul><ul><ul><li>geo-science </li></ul></ul></ul><ul><ul><ul><li>infrastructure / pipelines </li></ul></ul></ul><ul><ul><ul><li>materials & quality </li></ul></ul></ul><ul><li>Over 3,000 employees </li></ul><ul><li>Several thousand projects per year: </li></ul><ul><li>19 major acquisitions since 2005 </li></ul><ul><li>50 Best Managed Companies </li></ul><ul><li>Engineering News-Record’s Top 150 Global Design Firms </li></ul><ul><li>#6 on Zweig Letter Hot200 List of NA architectural, engineering and environmental firms </li></ul>
    5. 5. overview <ul><li>who I am </li></ul><ul><li>green construction is complex </li></ul><ul><li>green segments </li></ul><ul><li>aligning segments & technologies </li></ul><ul><li>Trow </li></ul>
    6. 6. EnerQuality Corporation Energy Efficiency / Green Building Survey Shelton Group US green consumer market research EcoPulse / Green Living Pulse
    7. 7. competing demands site conditions design & style materials & technologies logistics
    8. 8. <ul><ul><li>Homebuyers will never buy green before location, affordability or lifestyle </li></ul></ul><ul><ul><ul><ul><li>segments </li></ul></ul></ul></ul><ul><ul><ul><ul><li>trends </li></ul></ul></ul></ul><ul><ul><ul><ul><li>drivers </li></ul></ul></ul></ul>
    9. 9. <ul><li>Shot gun approach vs. laser focus … </li></ul>what does green mean to your target customer
    10. 10. overview <ul><li>who I am </li></ul><ul><li>green construction is complex </li></ul><ul><li>green segments </li></ul><ul><li>aligning segments & technologies </li></ul><ul><li>Trow </li></ul>
    11. 11. <ul><li>three segments: </li></ul><ul><li>green urbanites </li></ul><ul><li>green families </li></ul><ul><li>green down-sizers </li></ul>
    12. 12. green urbanites - characteristics <ul><li>young – mid 20s to mid 30’s </li></ul><ul><li>urban </li></ul><ul><li>successful </li></ul><ul><li>wealthy </li></ul><ul><li>idealist </li></ul><ul><li>no kids – grown children </li></ul><ul><li>committed, willing to pay a premium </li></ul><ul><li>Shops @ whole foods </li></ul><ul><li>Convenient entertainment </li></ul>Vertical Communities
    13. 13. green urbanites - drivers location convenience responsibility
    14. 14. green families - characteristics <ul><li>married couple with young children under 16 </li></ul><ul><li>sub-urban - production </li></ul><ul><li>successful </li></ul><ul><li>wealthy </li></ul><ul><li>healthy living commitment </li></ul><ul><li>neighbourhoods </li></ul><ul><li>shops @ loblaws for dinner and school lunches </li></ul><ul><li>convenient necessities </li></ul>Horizontal Communities
    15. 15. green families - drivers health & wellbeing work-life balance saving the polar bears
    16. 16. green down-sizers - characteristics <ul><li>empty nesters </li></ul><ul><li>urban or sub-urban </li></ul><ul><li>successful </li></ul><ul><li>wealthy </li></ul><ul><li>experienced </li></ul><ul><li>cost conscience </li></ul><ul><li>grown children </li></ul><ul><li>shops @ specialty markets </li></ul><ul><li>convenient recreation </li></ul>Support Communities
    17. 17. green down-sizers - drivers operating costs maintenance pride of ownership
    18. 18. overview <ul><li>who I am </li></ul><ul><li>green construction is complex </li></ul><ul><li>green segments </li></ul><ul><li>aligning segments & technologies </li></ul><ul><li>Trow </li></ul>
    19. 19. green urbanites location = mid-town
    20. 20. green urbanites convenience = in the middle of things
    21. 21. green urbanites responsibility = retailer
    22. 22. green families <ul><li>health & wellbeing = hepa filters & hard surfaces </li></ul>
    23. 23. green families <ul><li>work-life balance = quality time with family </li></ul>
    24. 24. green families <ul><li>Saving the polar bears = commuter trains </li></ul>
    25. 25. green down-sizers <ul><li>pride of ownership = xeriscaping </li></ul>
    26. 26. green down-sizers <ul><li>operating costs = building envelope </li></ul>
    27. 27. green down-sizers <ul><li>maintenance = tankless hot water </li></ul>
    28. 28. where & why does green fit into residential building? <ul><li>value. </li></ul><ul><li>what green features are important to your homebuyers. </li></ul>
    29. 29. is there interest ? <ul><li>homebuyers are searching… </li></ul><ul><li>… successful green residential construction is about aligning consumer needs with the right green building features and creating a reality that differentiates </li></ul>
    30. 30. Case for green construction <ul><li>Convert shoppers with green awareness. </li></ul><ul><ul><li>… what makes it green & why </li></ul></ul><ul><ul><li>… what are my options – what can I get across the street </li></ul></ul><ul><ul><li>… what’s the best way to tell the story </li></ul></ul>
    31. 31. overview <ul><li>who I am </li></ul><ul><li>green construction is complex </li></ul><ul><li>green segments </li></ul><ul><li>aligning segments & technologies </li></ul><ul><li>Trow </li></ul>
    32. 32. <ul><li>carbon management </li></ul><ul><li>compliance services </li></ul><ul><li>green buildings </li></ul><ul><li>integrated waste management </li></ul><ul><li>LEED design & certification services </li></ul><ul><li>clean and renewable energy </li></ul><ul><li>solar initiatives </li></ul><ul><li>water & wastewater treatment </li></ul><ul><li>wind farm initiatives </li></ul><ul><li>sustainability & climate change strategies and roadmaps </li></ul><ul><li>low impact development </li></ul>Understand, Innovate, Partner, Deliver sustainable development service
    33. 33. questions? <ul><li>Dan Menard </li></ul><ul><li>Environmental Division </li></ul><ul><li>Trow Associates Inc. </li></ul><ul><li>T 905 793 9800 </li></ul><ul><li>C 647 296 1758 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.trow.com </li></ul>

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