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.
I’ll share this presentation on green business as a story—my own entrepreneurial journey<br />

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.
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.
Wanted: meaningful alignment of economic, green value at SCALE<br />5<br />Scale<br />Alignment of economic, green value<br />

6.
Found: Smart Office Energy Solutions<br />6<br />

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.
Up to 70% of energy use in offices is simply wasted

9.
$280 billion per year spent globally on office energy

10.
Energy prices forecast to increase</li></ul>Office Building Expenses<br />7<br />

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.
6+ years for typical payback on retrofits

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.
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.
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.
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.
Automatic categorization of energy use (HVAC, lighting, equipment)

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.
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.
Act on highest return opportunities</li></ul>Level 1:<br /><ul><li>Standard, automated reports

21.
Provides standard improvement levers

22.
No customization</li></ul>Level 2:<br /><ul><li>Personal, customized analyses

23.
Standard energy improvement recommendations</li></ul>Level 3:<br /><ul><li>Customized energy management solutions

24.
Analysis performed by PhD engineer experts

25.
Set rules for each Smart Socket to shut off automatically at night and weekends when not in use</li></ul>12<br />

26.
Motivate: Smart OES induces better energy behavior through recognition, competition<br />Energy use transparency, accountability, and competition<br />13<br />

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.
$500K / year savings

29.
Payback < 2 year

30.
Easy to try

31.
Over 80% trial conversion

32.
Hardware components “off the shelf”

33.
“Glued” together with Smart OES software

34.
Plugged into proprietary M3™ methodology

35.
440 Louisiana

36.
2700 N Post Oak

37.
710 N Post Oak</li></ul>TDB, Inc.<br />14<br />

38.
Found: meaningful alignment of economic, green value at SCALE<br />15<br />Scale<br />Alignment of economic, green value<br />

39.
Found: meaningful alignment of economic, green value at SCALE<br />16<br />Smart OES Business Model<br />

40.
What does this journey tell us about embedding sustainability philosophy?<br />17<br />

41.
1. Saving the world isn’t about technology—it’s about people!<br />

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.
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.
4. Life is too short not to do something meaningful<br />

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.
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 />