2. AGENDA
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•
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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
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. 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
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
10. CLEANTECH CHALLENGES
Current challenges are not about fundamental
science. Are about:
• Complex financing & incentives
• Failure to communicate to consumers
• Poor sales channels
14. VALUE CREATION
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Helping consume resources more efficiently
Making environmental data meaningful
Disrupting cleantech financing models
Photo:MetroMile
17. 1. CUSTOMER ENGAGEMENT
PLATFORMS
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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
19. 3. DECISION-MAKING
TOOLS
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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. 4. LOYALTY PROGRAMS
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Get rewards for your sustainable/green actions:
saving water, energy, produce your own energy,
using public transport
Who? Changers, Ecostastic, PlaytoRide
21. 5. PEER-TO-PEER
LENDING RESOURCES
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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. 6. DATA MONITORING
& MANAGEMENT
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Combination of hardware & software to monitor
energy, temperature, or smart homes
Who? Nest, Valta, Envirocar, Metromille
23. HOW TO DO IT?
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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
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. 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. INCUBATION PROGRAMS
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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
33. Spain
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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%
35. Barcelona
9 accelerators/incubators in Barcelona
Barcelona, leads in clean tech sub-categories:
• Smart City
• World Mobile Capital
• Large “sharing economy” community
36. Rise of the renewables
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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. Fall of the renewables
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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. 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
53. What works
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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. To improve
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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. To improve
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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
59. 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
64. SUNPOWER
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The most efficient PVs on the planet
1985; Stanford spin out
First used by NASA
400 employees
Vertical approach
Photo:Hermisillo & Asociados
65. TESLA MOTORS
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High-end electric cars
Innovation; unique engine & battery technology
Partnering with Ford to provide battery technology
Photo: GiuDAlberti
66. Final thoughts
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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