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Opportunity Analysis Project

                        Beyond Green
                       Stanford Venture-Labs




© Beyond Green 2012
Team Formation
                        Where we started
•Common interest among group
members was building a hub for
sharing information related to
sustainability
•“Beyond Green” refers to the goal of
moving beyond green “awareness”
initiatives and providing tangible
results related to innovation
•Beyond Green team consists of
members from horticulture,
architecture, mechanical engineering,
IT, graphics design, and other
business backgrounds



© Beyond Green 2012
Initial Research


Social Networking
LinkedIn
Facebook
Identified.com

Auctioning and Crowdsoucing
Ebay.com
Shapeways.com
kickstarter.com
quirky.com
99designs.com
Fold.it/
Innovation
Springerlink.com
Elsvier.com
Glassdoor.com
Innocentive.com




© Beyond Green 2012
Value Proposition #1


“Online networking community where Innovators, Inventors, Pro-environmental
actionists and end users work together for Sustainable Development.”

What is it?
• A web page for networking: Each user has a page that presents the user profile
similar a resume.
• Market Place - Inventors can post their ideas and price them
• Knowledge Database with “end user” subscription
• Profit would come from end-user subscription




 © Beyond Green 2012
Survey Test of Value Proposition


Questions:
• Do our target customers have the need of the solution we are proposing?
• If yes, what are their main needs? If not, what area would call more to their
attention?
• How much is the target customer willing to pay for data and our services?
• How many hours would customers be interested in spending trying to
develop teams or find mentors + investors within our network?
• What kind of website would they like to see connected to our website?
Linkedin, innocentive, kickstarter, etc?




© Beyond Green 2012
Survey Results

Do our target customers have the need of the solution we are proposing?
There is a data paucity issue in the renewable space, but a lot of the data is siloed in various
spheres and between public research at energy companies, power companies and research
labs across universities and national labs

If yes, what are their main needs? If not, what area would call more their attention?
The broader issue is lack of non-academic alignment / interest in sharing of data (Changing in
recent past)

How much is the target customer willing to pay for data and our services?
This is harder to gauge, he was not sure, but said - we had to have a value add beyond
access in some way to justify it

What kind of website would they like to see connected to our website? Linkedin,
Innocentive, Kickstarter, etc?
Survey takers didn't quite get what we are trying to do. We combine a lot of aspects of our
favorite sites; most loved the data centralizing aspect




© Beyond Green 2012
Key Findings and Recommendations

1.   Make business concept more data
     driven
There is an absolutely a paucity of data in the
     renewable energy space, and this concept
     could represent a real opportunity to
     provide a service of value

2. Understand data licensing business
     model
Study companies such as Salesforce.com,
     Equifax, Moodys, Dun&Bradstreet, and
     Forrester.

3. Find market niche that is not already
      “crowded”

4. Standardize data collection in order to
     automate processes




© Beyond Green 2012
Value Proposition #1.5


  “Bring customized data from aggregate renewable
  energy sources to market”




© Beyond Green 2012
Concept Viability

New concept is viable.
From executive at Nielsen Company:
“Through a combination of:
    1.   Having companies provide data in order to access data
    2.   Creating a revenue sharing model for companies that do provide data
    3.   Emphasizing the loss that companies face when neglecting to share
         data
an exchange or COOP can be formed that can be of benefit to the industry as
    a whole. Companies in the industry like to participate because it provides
    a market basket for that information. They know that by providing such
    information, your report will accurately represent the market.”




© Beyond Green 2012
Next Steps




© Beyond Green 2012

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Beyond Green - Opportunity Analysis Project

  • 1. Opportunity Analysis Project Beyond Green Stanford Venture-Labs © Beyond Green 2012
  • 2. Team Formation Where we started •Common interest among group members was building a hub for sharing information related to sustainability •“Beyond Green” refers to the goal of moving beyond green “awareness” initiatives and providing tangible results related to innovation •Beyond Green team consists of members from horticulture, architecture, mechanical engineering, IT, graphics design, and other business backgrounds © Beyond Green 2012
  • 3. Initial Research Social Networking LinkedIn Facebook Identified.com Auctioning and Crowdsoucing Ebay.com Shapeways.com kickstarter.com quirky.com 99designs.com Fold.it/ Innovation Springerlink.com Elsvier.com Glassdoor.com Innocentive.com © Beyond Green 2012
  • 4. Value Proposition #1 “Online networking community where Innovators, Inventors, Pro-environmental actionists and end users work together for Sustainable Development.” What is it? • A web page for networking: Each user has a page that presents the user profile similar a resume. • Market Place - Inventors can post their ideas and price them • Knowledge Database with “end user” subscription • Profit would come from end-user subscription © Beyond Green 2012
  • 5. Survey Test of Value Proposition Questions: • Do our target customers have the need of the solution we are proposing? • If yes, what are their main needs? If not, what area would call more to their attention? • How much is the target customer willing to pay for data and our services? • How many hours would customers be interested in spending trying to develop teams or find mentors + investors within our network? • What kind of website would they like to see connected to our website? Linkedin, innocentive, kickstarter, etc? © Beyond Green 2012
  • 6. Survey Results Do our target customers have the need of the solution we are proposing? There is a data paucity issue in the renewable space, but a lot of the data is siloed in various spheres and between public research at energy companies, power companies and research labs across universities and national labs If yes, what are their main needs? If not, what area would call more their attention? The broader issue is lack of non-academic alignment / interest in sharing of data (Changing in recent past) How much is the target customer willing to pay for data and our services? This is harder to gauge, he was not sure, but said - we had to have a value add beyond access in some way to justify it What kind of website would they like to see connected to our website? Linkedin, Innocentive, Kickstarter, etc? Survey takers didn't quite get what we are trying to do. We combine a lot of aspects of our favorite sites; most loved the data centralizing aspect © Beyond Green 2012
  • 7. Key Findings and Recommendations 1. Make business concept more data driven There is an absolutely a paucity of data in the renewable energy space, and this concept could represent a real opportunity to provide a service of value 2. Understand data licensing business model Study companies such as Salesforce.com, Equifax, Moodys, Dun&Bradstreet, and Forrester. 3. Find market niche that is not already “crowded” 4. Standardize data collection in order to automate processes © Beyond Green 2012
  • 8. Value Proposition #1.5 “Bring customized data from aggregate renewable energy sources to market” © Beyond Green 2012
  • 9. Concept Viability New concept is viable. From executive at Nielsen Company: “Through a combination of: 1. Having companies provide data in order to access data 2. Creating a revenue sharing model for companies that do provide data 3. Emphasizing the loss that companies face when neglecting to share data an exchange or COOP can be formed that can be of benefit to the industry as a whole. Companies in the industry like to participate because it provides a market basket for that information. They know that by providing such information, your report will accurately represent the market.” © Beyond Green 2012
  • 10. Next Steps © Beyond Green 2012