2. 2
Table of Contents
Personal MissionStatement page 4
Introduction page 5
Education Section page 6
Resume page 11
ReferenceSection page 14
ReferenceList page 16
Volunteer History page 17
Professional Affiliations page 18
Career Pathing page 19
Work Samples
Successful and Failed Sustainability Marketing page 20
Eco Consulting Marketing Plan page 23
Making Market Work page 36
People will always try to stop you from doing the right
thing if it is unconventional. - Warren Buffett
3. 3
Statementof Authenticity
L. NicoleDoucette
13752 E.Lehigh Avenue
Aurora,CO 80014
July 29, 2013
I attest that the material contained in this portfoliois my original work, andbelongs solely to me.
I own all rights connected to these pieces and reserve the right to grant or deny permission to reprint them.
L. Nicole Doucette
We areseeing the birth ofa new perspectiveof the world, where
ecology and economicsare twosides of the same coin. - Leif
Johansson
4. 4
At every level the greatest obstacle to transforming the world is
that we lack the clarity and imagination to conceive that it could
be different - Roberto Unger
MISSION STATEMENT
Enhance the lives of those I meet in a manner that
exhibits mutual respect; continually strive to meet
or exceed internal and external shareholder needs
and expectations with exceptional and courteous
service; remain coachable so I may continue to develop
and learn in order to make a progressive, effective and
beneficial impact; pursue goals with confidence and an
optimistic attitude; leave an imprint for future generations
5. 5
INTRODUCTION
Many peopleask me, “why sustainability”? Sustainability frontier innovationsyield
bottom up and top down returns equalinga triple bottom line advantage.
Environmentally friendly companiesreduceinputs, generaterevenuesfrom better
productsand create new business.
My past experienceas a director of operationshas developed managerial
proficiency. My transferableskills includecommunication, negotiating, decision making,
leadership, problem solving, educatingand time management.
I am searching for a CorporateSocial Responsibility position that will allow me the
flexibility of addressingissues of sustainability, enact company sustainability trainingand
operations, collaborate with differentagencies ensuringthe company iscomplyingwith
environmentalregulations. In addition, I expect to be challenged in reviewingand
evaluatingthe company’scurrentpractices and if appropriateintroducenew methodsof
sustainability practices deliveringvalue.
The goal of sustainable development is to enable all people
throughout theworld to satisfy their basic needs andenjoy a better
quality oflife without compromising the quality of life of future
generations
– no author
6. 6
ACADEMIC/EDUCATION PROFILE
DeVry University – Bachelor of Science; Technical Management concentration Sustainability
Management
Anticipated Graduation Date: December 2013
GPA: 3.7
Dean’s List (dates listed unofficial transcript)
The Technical Management program advances technical specialties to facilitate development to
supervisory and management positions. Technical Management encompassed:
Utilize applied research and problem-solving skills, including presenting recommendations
through comprehensive reports, communicating effectively both orally and in writing, and
working effectively in leadership and support roles within a team environment.
Demonstrate supervisory and management skills needed to effectively lead and support others
within a specialty and across business functions.
Apply critical thinking skills to identify and evaluate existing processes, identify needs, and
structure business approaches by using established methodologies and standards
Sustainability Management encompassed:
Environmental Economics - concepts of applying economic models to the environment (air,
water, land)
Sustainability Marketing - analyze marketing functions from a sustainable practices perspective.
Education is a human right with immense power to
transform. On its foundationrest the cornerstones of
freedom, democracy and sustainable human
development.
~ Kofi Annan
7. 7
ACADEMIC/EDUCATION PROFILE (cont.)
Environmental Sociology - environmental issues as perceived by society, including
ideologies, beliefs, economic and gender-based factors that could affect finding and providing
sustainable solutions to environmental problems
Renewable Energy: Science, Technology and Management - the science and technology behind
renewable energy technology while considering the business decisions required to invest in - and
manage - systems using the technology
Sustainability Management and Administration - skills at managing and administering an
organization's commitment to long-term sustainability.
Sustainability Operations - operations functions for their role in managing a sustainable
organization
Sustainable and Energy-Efficient Computing - analyzing information systems for the purpose of
designing and developing environmentally responsible options for reducing energy consumption
and overall costs to organizations
Unofficial Advising Transcript – Curriculum
Name : L. Nicole Doucette
Student Type: Continuing
Curriculum Information
Bachelor of Science
Program: Technical Management
College:
College of Business &
Mgmt
Campus: CO Greenwood Village
Major: Technical Management
MajorConcentration:
Sustainability
Management
***Transcript type: Advising Transcript is NOT Official ***
TRANSFER CREDIT ACCEPTEDBY INSTITUTION
Subjec
t
Course Title Grade
Credit
Hours
Quality Points
ENGL 112 Composition PR 4.000 0.00
COMP 100
Computer Apps For Bus
W/Lab
TR 2.000 0.00
CRLE 12 Gen Cred In Elec and Supt TR 12.000 0.00
CRLG 06 Gen Cred In Gen Ed TR 6.000 0.00
Period: Summer2011
SemesterHonors: Dean's List
8. 8
Subjec
t
Course Title Grade
Credit
Hours
Quality
Points
BUSN 115
Introduction To Business and
Technology
A 3.000 12.00
BUSN 319 Marketing A 3.000 12.00
MGMT 303 Principles of Management A 3.000 12.00
PSYC 110 Psychology A 3.000 12.00
Period: Fall 2011
SemesterHonors: Dean's List
Subjec
t
Course Title Grade
Credit
Hours
Quality
Points
BUSN 427 Global Issues In Business A 4.000 16.00
ENGL 135 Advanced Composition B 4.000 12.00
MATH 114 Algebra For College Students B 4.000 12.00
Period: Spring2012
SemesterHonors: Dean's List
BIS 155
Data Analysis with Spreadsheets
with Lab
A 3.000 12.00
SOCS 325 Environmental Sociology A 3.000 12.00
Period: Summer2012
SemesterHonors: Dean's List
MATH 221 Statistics for Decision-Making B 4.000 12.00
SCI 204 Environmental Science with Lab A 4.000 16.00
Term : September2012
PHIL 447 Logic and Critical Thinking B 3.000 9.00
SUST 310 Renewble Enrgy: Sci, Tech&Mgmt A 4.000 16.00
Period: Fall 2012
SemesterHonors: Dean's List
ECON 410 Environmental Economics B 4.000 12.00
9. 9
MKTG 440 Sustainability Marketing A 4.000 16.00
Term : January 2013
MGMT 404 Project Management A 4.000 16.00
POLI 330 Political Science A 3.000 12.00
Period: Spring2013
SemesterHonors: Dean's List
Subjec
t
Course Title Grade
Credit
Hours
Quality
Points
ACCT 212 Financial Accounting B 4.000 12.00
LAS 432 Tech, Society, and Culture A 3.000 12.00
Term : May2013
Subjec
t
Course Campus Title Grade
Credit
Hours
Quality
Points
BUSN 412 Business Policy A 4.000 16.00
SUST 320 Sustainability Mgmt & Admin A 4.000 16.00
Attempt
Hours
Passed
Hours
Earned
Hours
GPA
Hours
Quality
Points
GPA
Total Institution: 75.000 75.000 75.000 75.000 277.00 3.69
Total Transfer: 24.000 24.000 24.000 0.000 0.00 0.00
Overall: 99.000 99.000 99.000 75.000 277.00 3.69
COURSES IN PROGRESS
Subjec
t
Course Campus Level Title Credit Hours
CARD 405 Online UG Career Development 2.000
SUST 410 Online UG Sustainability Operations 4.000
September 2013
Subjec
t
Course Campus Level Title Credit Hours
BUSN 460 Online UG Senior Project 3.000
SBE 430 Online UG E-Commerce for Small Business 4.000
10. 10
ACADEMIC/EDUCATION PROFILE (cont.)
Ecotech Institute – 2010 to 2011 (transferred 24 credit hours to DeVry University Summer 2011)
Renewable Energy Technology – fundamentals of renewable energy with a focus in engineering
technology, environmental technology, wind and solar technology
The Way International, Camp Gunnison LEAD Certificate – Leadership, Education,
Adventure, Direction Training 2003-2005
Disciplines and skills applied in numerous leadership activities such as leading meetings, planning,
coordinate events, outreach and public speaking.
Health Enrichment Center - Advanced Practitioner Degree; Lapeer, MI 1992 - 1997
Clinical approaches techniques, physician directed therapeutic sessions (chiropractic, physical
therapy, manual medicine, mental health and Russian medical massage); anatomy and physiology;
kinesiology, pathology, hydrotherapy; business practices, marketing
United States Air Force Technical College - Intelligence Operations Specialist; 1976
Intelligence Operations Specialist
Analyze and produce intelligence information; develop and construct target materials in support of
combat mission planning and execution; evaluate intelligence information to determine whether it's accurate
and then disseminate to appropriate levels of command; create databases for enemy forces, equipment, location
and capabilities to aid all levels of command; provide intelligence briefings to commanders and aircrews ;
provide information and materials to commanders and mission planners for mission construction and
execution
11. 11
Resume Section
L. Nicole Doucette
600 West County Line Road, #12-202
Highlands Ranch, CO 80129
LNicoleDoucette@gmail.com 720-420-0905
CAREER OBJECTIVE
To strive for excellence with challenging assignments in the areas of Sustainability Strategy, Development and
Management by making the most out of innate leadership qualities and acquired transferable skills for the proper
development and progressive growth of the firm
EDUCATION
DeVry University – Bachelor of Science; Technical Management concentration Sustainability
Management
Greenwood Village, CO Degree April 2014
Camp Gunnison LEAD Certificate – Leadership,Education, Adventure, Direction Training
Certificate; Gunnison, CO 2003-20057
Health Enrichment Center - Advanced Practitioner Degree; Lapeer,MI 1992 - 1997
United States Air Force Technical School - Public Affairs, Intelligence Operations; Certificate; 1976-1977
PROFESSIONAL EXPERIENCE
Massage Green Spa, Highlands Ranch CO Dec 13 to present
Director of Operations and Guest Services
Train, develop, and recruit talent management for the betterment of the operation
Professional speaking and leadership demeanor meeting with local businesses and speaking
engagements
Lead facility by example expecting team to follow suit
Standardize a cleanly and organized place of business that is inviting to all guests
Manage a team of up 30 employees that include assistant managers, sales associates, massage therapists
and estheticians
Maintain the daily well-being of facility location through client service excellence
Train, develop and hold teams accountable for meeting and exceeding preset management objectives
including membership sales percentages, reduction in business turned away, client and employee
retention and all corporate promotions that take place throughout the calendar year
Develop bi-weekly staff schedules and manage roster to effectively control allocated staff hours to
reduce overspend on payroll
Resolve client service issues within the same day of occurrence enforcing operational procedures with
team reducing and eliminating occurrences
Cultivate a team environment that drives profitability through repeat business and membership-based
sales
Approve payroll batches ensuring oversight and not overspending on unnecessary areas
Report directly to franchise owner on all deliverable items
Initiate and monitor sustainability practices throughout all departments
12. 12
Massage Envy, Aurora, CO August 2009 – December 2013
Therapeutic Massage Practitioner
Perform consecutive 50-minute quality massage therapy sessions
Design specific sessions based on client's individual needs
Educate health and wellness benefits to clients of receiving massage therapy on utilizing wellness plan
Create excellent experience for members/guests through friendly and helpful attitude
Generate new clientele through promoting member referraland guest pass programs
Meet set quarterly percentage requests and sales
Let’s Coffee Chat, Aurora, CO July 2008 – July 2010
Director of Marketing/Public Relations
Improved sales representatives training, conducted weekly training sessions
Formulated concepts and captured marketing format for client respective business
Cultivated client relationships through weekly contact
Maintained existing and developed new customers through planned individual account support and
liaison
Determined, expounded and evaluated marketing strategy based on knowledge of establishment
objectives, market characteristics and cost markup factors
Formulated, directed and coordinated marketing activities and policies promoting products and
services
Conducted ‘Discovering New Business’seminars
Mentored clients coaching in maximizing Lets Coffee Chat service and achieving a 100% referral
based business
Chiropractic Lifestyles, Colorado Springs, CO April 2008– August 2009
Marketing Director
Researched and scheduled marketing events
Organized and coordinated educational seminars promoting “Miracle Year for Wellness” classes
Orchestrated business appreciation weeks for local businesses
Structured networking events to promote Chiropractor and services
Exceeded monthly sales quota
Health Markets, Colorado Springs, CO Feb 2005 – Sep 2008
Insurance Agent Consultant / Team Leader
Ranked top producer for 12 agent office, achieved team leader position mentoring agents
Extensive experience in selling life, health, Medicare,and supplemental types of insurance
Visited with policyholders delivered and explained policy, analyzed insurance program,
suggested changes
Interviewed prospective clients collaborating on specific needs
Attended networking events seeking opportunities for contacts and referrals
Liaison between underwriter and client
Formulated systems for client follow ups
SKILLS
Proven background in sales with special emphasis on customer care; solid track record in
relationship and business management, developing and maximizing new business and
marketing strategies; excellent communication, leadership, motivational skills and can
interact effectively with clients, business prospects and staff; excel in challenging, fast-
13. 13
paced, high-stress and deadline-oriented environments individually or as part of a team;
strong interpersonal skills resulting in exceptional rapport with people initiating, promoting
and maintaining strong interpersonal relations; ability to work courteously, professionally,
and tactfully with the general public in a variety of circumstances.
14. 14
REFERENCE SECTION
I have known Nicole Doucette since 2005 as she worked for HealthMarkets from 2005-2008 as a Health
and Life Insurance Representative. I have been consistently impressed by both Nicole’s attitude towards her
work and her performance on the job.
Her interpersonal and communication skills have allowed her to develop productive working
relationships with both our clients and our staff. Nicole has the listening and interviewing skills necessary to
extract information from our clientele while performing insurance need assessments.
Nicole possesses solid writing skills which have enabled her to compose quality correspondence. She
also has the analytical skills to diagnose problems and devise viable solutions. Her ability to remain unflustered
during frenzied periods proves her ability to work well under pressure.
I recommend her for employment without reservation. Please let me know if you need further
information.
Mr. Robert Pavese
Senior Sales Leader
HealthMarkets
5510 N Union Blvd
Colorado Springs, CO 80918
719.959.0650
From the desk of Mr. Robert Pavese
15. 15
I am pleasedto recommendNicole Doucetteas I believe that Nicole’s experience withLet’s Coffee
Chat would complement her careerinSustainability. Nicole was hiredin August 2008 as a trainee and
progressedinto the role of Director of Operations.
She had a staff of representatives reportingdirectlyto her and her duties includedmaintaining sales
through coaching, providing exceptional customer service and followup on customer concerns. She
assistedme in “Developing New Business”workshops.
To conclude, I was very happy with Nicole’s performance as myassistant and would not hesitate to
re-hire Nicole. I believe her experience in working with our clients, her in-depthknowledge of educating
consumers, and her ability to communicate effectivelymakes her a strongcandidate for the sustainability
field.
If you have any questions or concerns regarding Nicole please contact me directly at 720-482-9000.
Demerique Novak
Founder GOBNX/Let’s Coffee Chat
P.O. Box 2126, Monument, CO 80132-8986
From the desk of Mrs. Demerique Novak
16. 16
REFERENCE LIST
Personal Contact Information
L. Nicole Doucette
13752 E. Lehigh Avenue, Aurora, CO 80014
720.998.7645
LNicoleDoucette@gmail.com
References
Mr. Alexi Sarchett
Personal Insurance Director
American Income Life
52 Milton Street
Colorado Springs, CO 80918
719.907.7186
Mrs. Nancy Hemsley
Operations Director
Morgan and Rogers Dental Group
1001 Route 20, Suite 210
Colorado Springs, CO 80918
719.543-2209
Ms. Katherine Pearson
Owner
Plymouth Flower Shop
108 Fifth Avenue
Plymouth, MA 09764
534.890.7532
17. 17
VOLUNTEER SECTION
Ministry Volunteer, July 1985– August 2005
The Way International
Responsibilities
Fellowship coordinator – leadership responsibilities
Met with immediate leadership twice a month
Conducted home fellowship meetings two days per week
Large Meetings: coordinated physical set up
Taught groups between 20 to 100 attendees
Planned ministry weekly and monthly calendars and schedules
Outreach activities
Counseling sessions; oversee member’s physical, mental, and spiritual well-being
Trained assistants for expansion
Provided support to ministry teams in performing activities
Identified volunteer opportunities within the ministry
Assisted in recruitment and training of volunteers
Educated volunteers about church vision and goals
Familiarity with ministry event management procedures and non-profit fundraising
Wide knowledge of human-management and organization-management
Ability to conduct fundraising events
Ability to work coordinately with other volunteers
Ability to volunteer independently and in teams
Coordinated and executed church events.
Performed donor prospecting and communication activities
Managed grant research and tracking operations
Completed financial administrative forms
Without community service, we would not have a
strong quality of life. It's important to the person
who serves as well as the recipient. It's the way in
which we ourselves grow and develop.
~Dr. Dorothy I. Height, president and CEO of the
NCNW
18. 18
PROFESSIONAL AFFILIATIONS
Think TQ Member – since 2008
TQ is a measurement of Time Quotient—your ability to produce results over time. Daily TQ Smart
Challenge, TQ Seminars and ongoing training improving performance and accelerating potential equaling
high expectations and brilliant execution.
The Pacific Institute – since 2010
The Pacific Institute is an international corporation specializing in performance improvement and
professional growth, change management and leadership development. The guiding principle of The
Pacific Institute is that individuals, during their lifetime, have a virtually unlimited capacity for growth,
change and creativity. Mastering your Potential class in 2010; member of Winners Circle Network
Associated Bodywork and Massage Professionals (ABMP) – since 1992
ABMP serves the massage therapy community through practice support, ethical standards,
legislative advocacy, and public education.
South Metro Denver Chamber of Commerce – since 2011
Attend networking sessions and community service events
Forwardthinking companies that adapt positively to the
sustainablebusinessagenda will beat the forefront of
resource productivity, reducing waste and of
environmental reporting. They andtheir management
teamsmake things happenahead of their competitors -
Michael Meacher, Environment Minister (addressing
ENVEC, October 2002)
19. 19
CAREER PATHING
ONE YEAR GOAL
Find a sustainable management position at a company where I can progress and take on new
challenges over time. Ultimately I would like to assume more executive responsibilities and immerse
myself in sustainable strategy. Most importantly I want to work for an organization where I can build a
career.
TWO YEAR GOAL
Having increased my skill level enough, I would embrace the opportunity to coach others how to
incorporate sustainable strategies. I have a passion for sustainability and I have found that I really enjoy
mentoring colleagues, so I would be overjoyed to be able to combine the two—continuing to work in a
sustainability role with training or mentoring component to it.
TEN YEAR GOAL
Considered an authority having mastered corporate sustainable practices; contributing value and
assuming escalated projects. Continue enhancing my skillset and involvement in NGOs and political
associations.
“Sustainability in business is no longer a quaint subject
relegated to the philanthropy department. It’s an
emerging requirement for companies from markets,
investors, and stakeholders and as such it is developing
its own tools and standards.” – GreenBiz.com
20. 20
WORK SAMPLES
Successful and Failed Sustainability Marketing
L. Nicole Doucette
DeVry University
Sustainability Marketing – MKTG440
Ayesha Kamal
November 9, 2012
21. 21
Consumers are embracing environmental products and services. “The number of Americans who say
they “almost always” or “regularly” buy green tripled from 12% in 2007 to 36% in 2008” (The Green Market
Oracle, 2010). That is a 24% increase in one year’s time during the beginning of a recession. This percentage
has not diminished and continues to grow as consumers demand environmental products and services. It is
crucial that businesses and service industries include sustainability marketing in their protocols. Insufficient
sustainability marketing can profoundly undermine a company’s ability to survive.
General Motors, an American icon, is an example of insufficient sustainable marketing having lost their
market focus. “The major myth is that GM is just one more victim of the current global downturn. Not so for
General Motors, whose legacy of annual cash losses in high-growth, car-market years has left it with little or no
cash to deal with the downturn” (More, 2009). GM developed the Chevrolet Volt electric/gas hybrid car in
2007. A major issue facing this particular model is that the Volt is strictly a plug in car. Our transportation
system currently does not have recharging areas should one need to recharge their Volt. In addition, the
advertisements for Chevy Volt are not much different than the ads they have for their other models or most car
advertisements on the whole. It does not distinguish itself as an environmentally sound car.
Toyota is one of the world's largest auto manufacturers. The Prius model has become the best-selling
hybrid vehicle in the United States. Toyota’s sustainability marketing appeals to the environmentally conscious
consumer. “In 2005, Toyota budgeted 50 million dollars into its hybrid vehicle advertising campaign, which
dwarfed any other auto maker, according to Advertising Age. Another example of Toyota's eco-marketing came
through a commercial that aired during the 2007 Super Bowl, showcasing Toyota's "Hybrid Synergy Drive."
This system allows the driver to constantly monitor the amount of energy drawn from its electric motor, as
opposed to the less eco-friendly gas motor” (Rottkamp, 2010). Toyota’s sustainability marketing includes
strange music, dancing suns, frolicking fields of grass, and young children dressed as flowers engaging
consumers in the environmental experience.
Business and society are no longer different entities but intertwined. “Realizing the new “business-as-
society” paradigm will require the efforts and ingenuity of organizations across sectors and industries. It will
22. 22
challenge the current generation of business leaders to apply their hard-won knowledge to novel problems and
the next generation to cut their teeth on issues of unprecedented importance and complexity” (Bansal, 2011) .
The twenty first century has a new marketing landscape, one that must entail sustainability marketing in order to
succeed.
Works Cited
Bansal, L. &. (2011, Jan/Feb). THETOP TENREASONS WHY BUSINESSESAREN’T MORESUSTAINABLE. Retrieved
November 9, 2012, from Ivey Business Journal: http://www.iveybusinessjournal.com/topics/social-
responsibility/the-top-ten-reasons-why-businesses-aren%e2%80%99t-more-sustainable
More, R. (2009, May/June). HOW GENERALMOTORSLOST ITS FOCUS – AND ITS WAY. Retrieved November 9,
2012, fromIvey Business Journal: http://www.iveybusinessjournal.com/topics/strategy/how-general-
motors-lost-its-focus-%E2%80%93-and-its-way
Rottkamp, R. (2010, September 10). Examples of Companies that PracticeEcoMarketing . Retrieved November 9 ,
2012, fromLivestrong.com: http://www.livestrong.com/article/252851-examples-of-companies-that-
practice-eco-marketing/
The Green Market Oracle. (2010, March 27). Consumers Continue to Embrace the Burgeoning Green Market .
Retrieved November 9, 2012, fromThe Green Market Oracle:
http://www.thegreenmarketoracle.com/2010/03/consumers-are-embracing-burgeoning.html
24. 24
5. Product Market Focus page 13
Marketing and Product Objectives “
Target Markets “
Points of Difference “
Positioning page 14
6. Marketing Program page 15
Product Strategy “
Price Strategy page 15
Promotion Strategy “
Place Strategy “
7. Financial Data and Projections page 16
Past Sales Revenues “
Five Year Projection “
8. Organizational Structure page 17
9. Implementation Plan “
10. Evaluationand Control page 18
Conflict & Resolution “
11. Bibliography page 18
1. EXECUTIVE SUMMARY
Natural Elements Eco Consulting will afford consumers renewable and sustainable options. We can offer
products to residential and commercial users that will not only increase Natural Elements profits, but
allow its users to live a “greener” lifestyle. With the growing concern for protecting the environment,
Natural Elements can become a frontrunner in this progression.
SUSTAINABILITY
Twenty-five percent of Americans prefer environmentally conscious products. Natural Elements is known
for both its innovation and ability to promote new products through its popular marketing strategies.
Natural Elements has the power to not only raise awareness of environmental issues, but also enable
consumers to fulfill their part in sustainability by purchasing the eco-friendly products that Natural
Elements offers.
MARKETOPPORTUNITY
In general, most people do not have additional time to research all of the elements that entail
environmental sustainability. They have a genuine concern to contribute in environmental sustainability;
however, due to time constraints are unable to research and implement options in greening their home or
business.
25. 25
The most economical and greenest source of power in the Unites States may not be solar or wind, but the
energy saved by being more efficient. Most buildings in the Unites States waste energy on lighting,
heating, and cooling, as well as wasting water. In addition, our built environment and their furnishings
can emit un-healthful substances like formaldehyde, creating health risks. All of these inefficient
buildings (residential/commercial) are loaded with opportunities to do better.
There is growing interest among homeowners and small business owners in wasting less energy and
greening, but many are still confused by the wide choice of products available. More people want to
switch out old incandescent light bulbs in favour of more efficient compact fluorescent light bulbs (CFLs),
but not every bulb is the same and some bulbs flicker, light up slowly, or emit a harsh light that turns
people off.
To bridge the gap between growing interest in greening our homes and businesses, and the lack of
knowledge of how to get there, Natural Elements will provide an evaluation recommending a variety of
green changes in a 1-2 hour Green Makeover.
The Unites States population are in the beginning stages of living in an eco-friendly way. Natural
Elements gets the process started, and from there it can go in many different directions. If the consumer
desires a deeper level of energy efficiency a network of professionals has been developed in order to
satisfy intricacies including solar, wind and geothermal platforms.
OUTLINE OFPRODUCTS ANDSERVICES PORTFOLIO:
Residential or Commercial Green Evaluation
Recommendations room by room list
PureWash Eco Friendly Laundry System
PureAir Air Purification System
PureHeat Heater and Humidifier
Energy Conservation: Heating, Air Conditioning, Phantom Power, Energy Monitor, Dryer,
Weatherization
Energy Efficient Lighting
Water Conservation: Indoor and Outdoor; Water Purity
Toxic Free Living, Indoor Air Quality
Recycling and Waste Reduction
Carbon Footprint Reduction
Safety: Carbon Monoxide and Radon analysis
Green Business Certification
Financial Summary
Natural Elements sales strategy is three tiered. First, the company will plan on achieving first year direct
sales of $290,000.00 in the target market. Secondly, the company will plan to achieve a more profitable
level of sales equal to 25% of better years two through five. Thirdly, the company plans to aggressively
promote its services with higher profit margins to allow for maximized profits.
In the second half of 2011 Natural Elements plans on breaking even. In years two through five the
company will become more profitable as contracts and clientele increase and as the company learns to
become more efficient in operations.
The initial startup expense for Natural Elements include: capital $75,000, marketing $25,000, and
26. 26
business support $5,000. Capital funds will be used to purchase office space, specialized software, and
field vehicle.
Marketing funds will be used for trade show booth design, trade show attendance, company apparel and
various print materials and advertisements. Business support funds will be utilized to hire an accountant.
In order to properly fund the startup of Natural Elements, the financing package consists of personal
equity, federal assistance and traditional borrowing. Nicole Doucette will contribute a total of $30,000 or
30% of the project's total capital costs. Federal Environmental will be approached to invest $30,000 or
30% of the project's capital costs. The remaining balance of $15,000 or 20% will be financed by a
commercial bank over a four year term.
COMPANY DESCRIPTION
Natural Elements is a business and residential eco consulting company. Nicole Doucette, founder, has
been in the educational environment the past year studying Renewable and Sustainable Energies. She is
presently enrolled at DeVry University working on her Technical Management Degree with an emphasis
in Renewable and Sustainable Energy, having attended Ecotech Institute the past year. Anticipated
graduation from DeVry University is July 2012.
Natural Elements purpose is to bridge the gap between the mounting interest in going green and the lack
of knowledge of how to get there. Natural Elements will bring education in shifting to a greener lifestyle.
While most consumers wish to contribute to the green movements, a variety of factors can hold them
back from taking the sustainability plunge. There is an overwhelming amount of information accessible
and consumers are overwhelmed by the volume of eco-conscious changes to learn about and need to be
made for both their homes and businesses. This large number of people would benefit greatly from a
simple eco-friendly consultation and plan of direction from an eco-consultant.
Using an integrated process that is environmentally responsible and resource efficient throughout homes,
buildings or company’s life cycle, Natural Elements will provide the tools and means to: energy
conservation, energy efficient lighting, water conservation and purity, toxic free living, indoor air quality,
recycling and waste reduction, carbon offsets, green cleaning and additional services as the need arises.
Green Business Certifications and Green Home Certifications will be presented as they attain certain
levels of their green plan.
At this time there is very little competition in the Eco Consulting service in the Denver area. Natural
Elements will enable the communities to become more aware by offering eco consulting services, follow
ups, and various fundraisers in the local area.
27. 27
2. STRATEGIC FOCUS AND PLAN
VISION
Natural Elements is dedicated to assist eco-minded individuals create an environmentally green
community by assisting consumers acquire the education, skills and resources necessary to enhance their
existing structures in a cost efficient manner. Small business is integral providing the economic
foundation our United States desperately requires. Within five years, Natural Elements will have evolved
in providing employment to the Denver local economy with an additional vision of franchising.
COREVALUES
Service
Integrity
Quality
Diversity
Shared Purpose
Stewardship of Resources
MISSION
Market eco-consulting for business and residential consumers by providing a simple step by step plan
of sustainable options within their facilities (rooms in homes) with an end result of a return on
investment
GOALS
Nonfinancial goals
1. Educate the “ how to” save thousands of dollars on expenses by making easy changes to
homes/businesses and lifestyles – without turning going green into a hobby
2. Hold no-cost ‘GO GREEN’ Workshops in surrounding communities, which provide some of
the information otherwise available in one-on-one consulting
3. Sponsor Green Fundraisers for non-profit groups looking for an eco-friendly way to raise
funds
Financial goals
1. A more diversified revenue base
2. Attractive economic value added performance
3. Attractive and sustainable increases in market value
CORE COMPETENCY AND COMPETITIVE ADVANTAGE
Natural Elements has the exciting challenge of “how to” provide smaller organizations with the
resources they need to understand “how to” make sustainable home and business practices the driver of
their success. Competitive advantage will be gained as a technological leader with the benefit of
significant occupancy of small business and residential market segments.
4. SITUATION ANALYSIS
The SWOT (Strength, Weakness, Opportunities, and Threats) analysis provides a brief description of the
present environment in which Natural Elements is operating. This is a quick overview of our position
among internal and external forces influencing our operating strategies.
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Internal Forces
Strengths Weaknesses
• Innovative alternatives • Upcoming competition
• ROI solutions • Deficient capital
• High depth of product line • Lack of exposure
• Green evaluation
recommendation checklist
• Absence of a working team
• Individualizedservices No inventory in stock
Opportunities Threats
ExternalForces • Little to no local competitors • Consumerslack ofgreen
understanding
• Personalized one on one meetings • Develop sense of urgency
regarding environmental
categories
• Service, support and ongoing green
tips news page
• Economic downturn
• Referral networks in place • Terroristic activity
SOCIAL FACTORS
Joe Scarborough(Morning Joe, MSNBC) continues to admonish “let’s start the discussion” regarding
where our world sits in environmental issues. The continued “buzz” regarding green technology can only
present a great opportunity for an eco-consultant. As Americans continue to hear about the issues that
continue to present themselves, they will embrace solutions to a greater degree.
ECONOMIC FACTORS
The economic scale also provides an opportunity for Natural Elements. Solar, wind turbines and
geothermal systems continue to decline in pricing making it more affordable for the consumer. Many
facilities are opting to retrofit their existing buildings, again a very affordable option rather than installing
a total solar field. There are many incentives in place from the Federal Government providing finicial
rewards for consumers to take the leap into greening their homes or business facilities.
TECHNOLOGICAL FACTORS
Technology continues to make tremendous strides in the green sector. As with any technological
devices, new products could possibly have a high price tag associated with it. However, as with the
IPhone, wait a few months or so and the price decreases.
COMPETITIVEFACTORS
Competition would increase the amount of exposure and marketing funding Natural Elements would
29. 29
require. Green social entrepreneurs are certainly creating an environment for high competition as they
are poised to compete with small green business entrepreneurs. On a larger scale, Norway has just
opened a solar plant in Castle Rock and Ikea will open their Centennial store in just a few days. Europe
has been practicing green living since the Cold War and certainly have an in depth understanding of the
effects of green living and green business practices. In the United States we are just scratching the
surface.
REGULATORY FACTORS
Regulations tend to threaten Americans and they certainly do no want their lifestyles dictated. It is
threatening to be told that by 2020 Denver will be utilizing 20% renewable energy off the grid. Not
everyone wants to put in whatever updates will be required in their home to meet this particular
regulation. CFLs are slated to replace all incandescent lighting, again, not everyone utilizes CFLs and are
reluctant to change especially when dictated.
30. 30
CONSUMER ANALYSIS
The primary target market for Natural Elements will be in the Denver proper city limits, as well as,
surrounding suburbs and rural areas. Restrictions are unlimited as consumers are in a position to begin
sustaining their residences. Businesses are also positioned to gain green certifications. Income levels will
be a factor in target market strategies on a demographic level.
Other factors are more relevant in determining a target market such as lifestyle, behaviors, etc.
Consumers, who are very progressiveon environment and society issues and searching for ways to do
more, will be a high priority in strategically marketing the consulting service. These consumers tend to
not be concerned on price points and have made a commitment to green lifestyles. In addition, there is a
demand for understanding how to move into a renewable and sustainable lifestyle where consumers who
wish to make a change do not have any idea on how to accomplish this level of lifestyle.
Natural Elements will provide a room by room analysis with a detailed checklist in categories such as:
Energy Conservation, Energy Efficient Lighting, Water Conservation, Water Purity, Toxic Free Living,
•Global commitmenttosustainability
•Demandforenvironmentallysustainablesolutions
•Emergingtrendsincorporate social responsibility
Offerings
•Environmentallyfriendlymeasurestocostenergyconsumption
•Economicstimuluspackage;greenceritifications,EnergyStar
•Maximize costeffectivenessof renewable resources
Marketing
•Integratingnatural gasintorenewable energysystems
•Affordable LEDtechnology
•Low cost greenbuildingandretrofitsManufacturing
•GreenSocial Entrepreneursonthe rise
•China, Germany, IndiaandBrazil gainingleadership
positionsinsolar, windandbiofuels
•Emerginggreenbusinessconsultingservices
Research and
Development
•Federal, state, andutilityincentivesforrenewable
generation
•Regulationsrequiringcommunitiesat20% off the grid
•Requirementsinplace fromincandescentlightingtoCFL
Finance
31. 31
Indoor Air Quality, Recycling, Waste Reduction, and Carbon Footprint. In addition a small fee for servicing
products purchased will be included in the checklist. Consumers will achieve a Green Certification as
initiatives are completed. Green workshops and fundraisers will enhance the education process for
consumers as they do not wish to be a green hobbyist but have a source that can educate them.
COMPETITOR ANALYSIS
In this decade and the coming century, the natural environment will be an important arena for economic
competition. Ecological issues regarding energy, natural resources, pollution, and waste offer
competitive opportunities and are changing the competitive landscape. Small firms are able to compete
by specializing in regional markets or particular areas of expertise having the advantage of providing a
wide range of environmental expertise and can thus offer "one-stop shopping" for clients.
Environmental technologies are being adopted widely and are collectively affecting the competitive
landscape. They permit firms to remain competitive in global markets, reduce costs and production
times, and enhance strategic flexibility. In some cases environmental technologies are the source of cost
reduction.
The Denver, Colorado community has little competition as the only other company services large
corporations accomplishing large scale inspections, such as mold. The road is completely open for a
small business to service residences and small business facilities.
INDUSTRY ANALYSIS
According to Kevin Doyle, president of Green Economy, a Boston-based firm that promotes an
environmentally healthy workforce, the green industry in the United States in 2005 was about $265
billion employing 1.6 million people in an estimated 118,000 jobs. This information was adapted from the
Environmental Business Journal, he says, and does not include the organic industry.
Green businesses have also been growing at a rate of about 5% annually during the last three years, Doyle
says. Two particularly hot areas are global carbon credit trading, which doubled to $28 billion from 2005
to 2006, and construction and services associated with ''green buildings'' that meet industry standards
set by the U.S. Green Building Council. Today, the green building industry is worth $12 billion; 10 years
ago, it was unquantifiable. (http://www.forbes.com/2007/07/02/environment-economy-jobs-
biz_cx_bw_0703green_greenjobs.html)
COMPANY ANALYSIS
Natural Elements is in the introduction stage (soft launch) of its marketing strategy. Nicole Doucette,
founder, has been involved in sustainable products for the past 10 years. She was introduced to
sustainable concepts after suffering from migraines for many years. After purchasing a PureAir unit, her
migraines began to diminish and she became educated in the quality of indoor air. This curiosity of self-
educating opened doors to many avenues of the sustainable environmental community.
Consumers need to have a one stop source who understands the variables that enhance green living. In
addition, receiving a return on investment allows the products to basically sell themselves. These ROIs
are documented from utilizing their past utility expenses, current products, etc. and comparisons
reviewed on a monthly basis for the first 3 months of usage.
5. MARKET PRODUCT FOCUS
MARKETING AND PRODUCT OBJECTIVES
32. 32
Natural Elements objective is to educate consumers understand why it is so important to Go Green, then
providing a workable roadmap for them to follow in order to change their personal and business
lifestyles.
Going Green is an incremental process. As with many other efforts, there will be easily attainable action
steps and more advanced requirements. It is impossible to say how far along the Green path any one
should travel, but a focused effort can have a meaningful impact.
There has never been a more appropriate time to Go Green. Its value is recognized more so than ever
before. Natural Elements will collaborate to accomplish this essential objective.
Natural Element carries a variety of products. The PureWash, PureAir, and PureHeat systems are
portable, affordable, state of the art products. Our portfolio includes products for lighting efficiency,
recycling and waste, energy efficiency, water quality and more. We work with many suppliers ensuring
the right product to meet the demand of the consumer. Should the consumer desire a more intricate level
of renewable energy, a network of contractors is in place to satisfy solar, wind or geothermal systems.
TARGET MARKETS
Green consumers carry some common characteristics. They have common attitudes and beliefs: a
commitment to green lifestyles; critical of their own environmental practices and impact; searching for
companies that incorporate green practices; overstate their green behavior; want environmental
protection to be easy; lack knowledge about environmental issues but eager to learn. As we are in are
startup phase, marketing strategy will target residential and facilities that use washing machines i.e.
Massage Envy, hospitals, etc. (Refer to chart below for additional target markets).
POINTS OF DIFFERENCE
Natural Elements features green home and office makeovers. Consumerswill be provided with detailed
recommendations, a roadmap, after an in depth tour of their home or office. These recommendations will
offer immediate steps which can be taken. The major topics covered in the Green Makeover include:
energy conservation, water conservation, water purity, indoor air quality, toxic-free living, energy efficient
lighting, recycling, waste reduction, and safety and emergency preparedness. With electric, gas and water
costs going up, investments to conserve in these areas also make great financial sense. Consumers can
save thousands of dollars by just making a few small adjustments. For example, energy-efficient light
bulbs can cut your electric bill significantly, and low-flow shower heads can save thousands in reduced
utility costs to heat wasted hot water. In addition, businesses can attain a Green Business Certification.
Along with the consulting service, local clients receive a three-month membership to Natural Elements
database. This extensive, “green” database allows clients to research green-focused questions that may
arise after the initial Green Makeover. It also allows clients the ability to submit questions to Natural
Elements for an answer to any question not covered in the database. Clients will receive “Innovations”, a
single page monthly news brief, including relevant topics that require little to no funding to incorporate.
Go Green workshops will be offered in the community. Topics will be shared on “how to” incorporate a
more sustainable lifestyle including guest speakers. Ideas will include actions that do not cost a penny.
Other changes require a small investment to earn big dividends. Green fundraisers, benefitting local
community charities, will be held.
POTENTIALCUSTOMERS POINTS OF DIFFERENCE
Residential Checklist walk through; green certification
33. 33
POSITIONING
Natural Elements aspiration is to be known as the expert in simplifying environmental sustainability for
homes and businesses. Our aim is to have a large referral based business. The portfolio of products
allows consumers to pick and choose which areas they are interested in greening with a plan of action for
additional revenues to be gained with repeat business. With the many fundraisers planned, Natural
Elements can gain exposure being a part of the solution in bettering our local community.
6. MARKETING PROGRAM
PRODUCT STRATEGY
The core of product strategy is the one-on-one home/facility walk through. There is a fee for this service
as it shows their genuine level of interest. From the checklist of recommendations, their road map,
products can be discussed.
PRICE STRATEGY
Natural Elements seeks to gain profits; specifically, maximizing current profits. Measurements will be
accomplished on a monthly basis. Sales will be the major factor in gaining profits with service as a
secondary factor. Since Natural Elements is in its startup phase a monthly review will enable the
company to determine price point objectives and adjust prices once sales and profit figures are plotted
and analyzed.
recommendations
Baby Boomers Lighting, Air, Water, Energy, etc. affordable user
friendly products, installation and service, onepoint
of contact, utility usage comparisons
Households w/Children AIR PURIFICATION: Concerns of H1N1, flu, asthma;
GT3000 addressesall of these in sanitizingto the
point of 99% effective; also addressE. coli, mold and
otheraircontaminants
Home Based Business Energy conservationaddressing lightingand vampire
powerwith energy comparisons, onesource contact
Commercial Checklist walk through; green certification
recommendations
Hospitals, Massage Clinics Pure Wash: unit attached to washer requires no
detergent, bleach orhot water; saves green on
environment and expenses
Salons Air Purification: customers services enhancedwith
lack of toxic smells from hair dyes, nail fumes, etc.
POTENTIALCUSTOMERS POINTS OF DIFFERENCE
Schools/Child care facilities AIR PURIFICATION: Concerns of H1N1, flu, asthma;
GT3000 addressesall of these in sanitizingto the
point of 99% effective; also addressE. coli, mold and
otheraircontaminants; Air certification value
proposition for attaining new clients
34. 34
PROMOTION STRATEGY
Create awareness in the community by sponsoring water conservation workshops which will, in turn,
peak consumers interest in the PureWash benefits. Offer consumers a one week trial of the PureWash
system allowing them to evaluate attributes of eliminating the use of bleach, hot water and laundry
detergent. The system sells itself; once in use the customer will understand firsthand the benefits of
utilization in saving money and contributing to a holistic environment. A walk through can then be
accomplished as most consumers will ask “what else do you have?”
Workshop venues will be posted on Facebook.com and Meet-up.com two weeks prior to meetings. In
addition, emailing to Chamber of Commerce members and Massage Envy locations will be included in the
distribution. Invitation will include a reservation link in order to anticipate guests. Once consumers have
purchased a system, follow-ups will be coordinated on client referrals. An Eco Friendly public
announcement will be aired in conjunction with meeting dates. Glossy prints of the promotion will be
distributed in the Sunday Denver Post every other week for six months.
PLACE (DISTRIBUTION)STRATEGY
At present Natural Elements operations are in a virtual capacity. Interactions are accomplished via
telephone, email, social networking sites. Chamber of Commerce networking events and Meet-up.com
meetings add another layer in distribution. Establishing relationships is key in eco consulting as
consumers have to establish a trust factor.
7. FINANCIAL DATA AND PROJECTIONS
PAST SALES REVENUES
There are no past sales revenues as Natural Elements is in its initiation stage with a soft launch set for
September 2011.
FIVE YEAR PROJECTIONS
The starting point for Natural Elements is the home/facility green evaluation. The fees are:
Commercial Environmental Walk through - $ 300.00
Residential Environmental Walk through - $ 150.00
The customer will receive a portfolio with environmental recommendations in which they can determine
implementation time frame. Service on products purchased is included in the fee, as well as, no cost
building and equipment revisions they can execute themselves. The fee is well worth the amount of
information they will receive and the consultant’s time.
The five year projections are based on 10 presentations per week (5 business and 5 residential) for the
first year and a 25% increase subsequent years. We will employ one additional person each year who will
receive a commission based salary. Calculations are based on break-even point with 50% (conservative
figure) of meetings purchasing green products at an average of $500.00 for residential and $1000.00 for
businesses.
35. 35
8. ORGANIZATIONAL STRUCTURE
Natural Elements is owned and operated by L. Nicole Doucette. She is actively involved in the South
Denver Chamber of Commerce acting as the Chamber’s Director of Operations Assistant on a part time
basis. With her affiliations she has built relationships within her sphere of influence. As she believes in
small business building our local economy, she plans on hiring staff in the second year of operations
consisting of sales and an assistant continuing in this vein until there is a staff of fifteen employees.
9. IMPLEMENTATION PLAN
The kickoff of Natural Elements will begin with the PureWash Eco Friendly Laundry System. Workshop
venues will be posted on Facebook and Meet-up.com two weeks prior to meetings. In addition, emailing
to Chamber of Commerce members and Massage Envy locations will be included in the distribution.
Invitation will include a reservation link in order to anticipate guests. Once consumers have purchased a
system, follow-ups will be coordinated on client referrals. An Eco Friendly public announcement will be
aired in conjunction with meeting dates. Glossy prints of the promotion will be distributed in the Sunday
Denver Post every other week for six months.
Pretests will be conducted at various HOAs (Home Owners Associations) inviting the home owners
community for the workshop and free trial. As these meetings are conducted adjustments to the
promotion will be adjusted as dictated. Post testing will be directed to same testing market enabling
Natural Elements to adjust changes as necessary.
The message remains the same regardless of promotional venue:
“Eco Friendly Laundry System”……a consistent, self-explanatory tag line establishing PureWash
branding recognition along with the logo.
The soft launch of Natural Elements will encompass advertising components of radio, newspapers,
internet and direct mail. Initial meetings with local radio stations have proved beneficial as directors are
embracing the environmentally friendly message. Most have agreed to a public service announcement
detailing workshop meetings, not the PureWash System as this would enter into a product and funding
would be necessary to broadcast. The Denver Post promotional glossy prints will be included in the
$-
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
$700,000.00
$800,000.00
2012 2013 2014 2015 2016
Eco Product Sales Forcast
Sales
36. 36
Sunday distributions and run every other Sunday for six months. The prints will include a call to action as
potential guests will have to log in and reserve their spot at Meetup.com. Utilizing Facebook.com and
Meetup.com sites will create a “buzz”. These advertising venues are basically no charge and can reach
communities in a diverse manner. A link on Facebook.com will enable guests to reserve their spots on
Meetup.com entailing details of the workshop. Other media advertising will include Chamber of
Commerce networking events with email follow-ups (including current members). This campaign does
not entail a major funding from the advertising budget in the soft launch enabling funding to accumulate
once sales progress. The coordination of radio and newspaper release, along with internet exposure,
should gain community awareness in the PureWash System.
10. EVALUATION AND CONTROL
Natural Elements mission is to market eco-consulting for business and residential consumers providing a
simple step by step plan of sustainable options within their homes and facilities with an end result of a
return on investment. When goals are unmet, remediation procedures will be implemented as follows:
CONFLICT/RESOLUTION
1. Upcoming Competition - continue branding Natural Elements as the expert in community eco-
consulting companies. Researches said companies for comparisons and emphasize Natural
Elements points of difference.
2. Deficient Capital - sell personal assets in order to gain needed capital including personal home,
stocks, bonds, etc.
3. Lack of Exposure – increase marketing strategies to include television exposure
4. Accelerated Growth – training manuals in place to train quickly but effectively; rent storage
space and keep inventory in stock rather than drop shipping
11. BIBLIOGRAPHY
Wingfield, B. (20071, July 7). For Job Market, Green Means Growth - Forbes.com. Retrieved August 17,
2011, from Forbes.com: http://www.forbes.com/2007/07/02/environment-economy-jobs-
biz_cx_bw_0703green_greenjobs.html
Making Markets Work
The “Making Markets Work” reading was eye opening. All in all, I agree with the information
provided. There are many elements to this discussion and I would like to respond with my personal
thoughts and observations on a few of the topics.
Politics! I believe they are closely tied to markets. Let’s start with campaign funding. Candidates
from both parties depend on large private contributions versus small donations. The business sector
provides an exorbitant amount of money to campaigns. Encouraging legislative bodies to favor their
agenda: ExxonMobil spent about $6.7 million on federal lobbying in the last quarter of 2009, Chevron
increased its spending on federal lobbying by 60 percent during 2009, ConocoPhillips federal lobbying
more than doubled between 2008 and 2009 and BP spent about $16 million on federal lobbying during
37. 37
2009, an increase of 53 percent compared to its 2008 spending. (Beckel, 2011). As these companies
lobby and contribute to campaign funds they protect their profits, receive tax breaks, move their interests
and damper the renewable and sustainable energy business sectors.
It seems we have surpassed Maslow’s Hierarchy of needs – water, air, nourishment, sleep.
Looking at the animal kingdom there is no evidence they live in a state of dissatisfaction. They are
content with what they have. What drives us to materialism? I suppose it is the constant bombardment
of marketing; however, we still have free will. We don’t have to succumb to the newest, biggest, better
this and that. And it doesn’t make us any happier or better, our materialism, or sense of entitlement to
materialism, continues to erode the earth as we have to dispose of the biggest, newest gadgets at some
point and contributes heavily to the carbon footprint.
We are very intelligent as we have devised every gadget known to man and continue on this quest
but cannot seem to figure out how to capture energy from solar and wind. In addition, in order to live on
a sustainable level it costs so much more than the way we live now. As I was having this discussion with
a local contractor, he indicated that these high costs are not in line with what it costs to build. Another
ploy to gain more money and discourage a sustainable way of life advancing us into greater materialism.
Businesses need to include environmentalism in their strategic business plans. It has to be
accomplished with intention of eliminating waste and toxicity. The European Union is poised to mandate
ESG (environmental, social, and governance) reporting within the next year, a significant step toward
mandated integrated reporting. “A sustainable society requires the vast majority of its companies to have
sustainable strategies—defined as those that create value for shareholders over the long term while
meeting the needs of other stakeholders and not taking excessive or uninformed risks. Integrated
reporting is both the most effective way to communicate a company’s performance in implementing a
sustainable strategy and a form of discipline to ensure that it has a sustainable strategy in the first place”
(Krzus, 2010).
It’s time for a change - Insanity: doing the same thing over and over again and expecting different results.
Albert Einstein
Bibliography
Beckel, M. (2011, January 21). New Lobbying Reports Show Big Business Keeps Spending to Influence
Politics. Retrieved May 11, 2012, from OpenSecrets.org:
http://www.opensecrets.org/news/2010/01/new-lobbying-reports-show-big.html
Krzus, R. G. (2010). United Technologies Corporation,” One Report: Integrated Reporting for a
Sustainable Strategy. New York: John Wiley & Sons, Inc.
