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.

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. 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. 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. 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. ∙ 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. 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. 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. 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. 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. High Technology Industry Example
Copyright 2003-2007, Rally Software Development Corp

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. 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. 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. Rally – “Greening” Software Industry
Agility, SaaS and Community
Copyright 2003-2007, Rally Software Development Corp

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. 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. Software Lifecycle Management Platform
17

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. 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. ∙ #1 On-Demand Agile
Solution
∙ #1 Agile Training &
Coaching
∙ #1 Agile Community for
Collaboration
20

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. www.conservationeconomy.net
22

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. 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. 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. 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. 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