ecopreneurship paper final
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Entrepreneurship and Creativity
Research Paper 1
Team Operational Excellence
October 12, 2010
Ecopreneurship and Solar Solutions
Operational Excellence Solar Solutions 1
Throughout the course of a normal day, one can see hundreds of ‘green’
advertisements. By this, I mean an advertisement declaring that the company is in some
way devoted to one the fastest growing consumer trends – sustainability. What exactly
is sustainability? Sustainability, as defined by the Mirriam-Webster dictionary is “of,
relating to, or being a method of harvesting or using a resource so that the resource is
not depleted or permanently damaged.” Mostly it is to ensure that there will be
resources for future generations. In recent history much more has been understood
about our planet, namely- global warming. Global warming is a very real threat, and
being overlooked could be the end of the world as we know it. The burning of fossil fuels
and subsequent release of carbon into the atmosphere over several generations, has
started what many scientist believe is an irreversible chain of events (National
Geographic Society, 2009).
It is not all so dim however; there is many ways for people to do their part. It has
become somewhat of a fad to ‘go green’; it is a trend that should be embraced by
everyone in one way or another. People are beginning to become conscious of what is
known as their carbon footprint, a measure of the impact one has on the environment,
particularly climate change (carbonfootprint.com). This figure, from carbonfootprint.com
shows an example of the different aspects of one’s life that usually contribute to their
carbon footprint. The numbers are just an example and may not reflect actual averages.
Research 1 Entrepreneurship and Creativity Dr. Jerry Segal
Operational Excellence Solar Solutions 2
Like a sort of beneficial epidemic, awareness is spreading and people are
beginning to drive smaller, more efficient automobiles, becoming more conscious of
their sources of food, and using all sorts of organic and all-natural sourced products.
This should raise a red flag for anyone with an entrepreneur’s mindset.
If there is an ever-growing market with no end in sight, who are those that will take
advantage of the opportunity and realize great returns? Ecopreneurs are people who
generate ideas that will reduce environmental impacts and increase quality of life for
consumers through a product or service (Schaltegger, 2002). Ecopreneurs have been
developing business models for the last decade that give people the comfort and
satisfaction of knowing they are doing their part to protect the environment. These
clever business-people have exploited industries from organic breath mints to electric
and hydrogen powered automobiles and everything in between. Many different business
types could benefit from this trend.
Ecopreneurship is essentially entrepreneurs developing businesses focusing on
sustainability and reducing negative externalities on the environment. .
Ecopreneurship is a developing industry, which has emerged to reduce the negative
externality on the environment through innovative methods by encouraging
entrepreneurs to incorporate sustainable business methods and products into their
businesses (Pastakia, 2002). Trends in Ecopreneurship in 2010 are transparent in
products, carbon footprints, spreading environmental awareness to customers, green
buildings, and recycling electronics (Spors, 2010). Ecopreneurship trends toward
sustainability are often simple and the incentives are not limited to helping the
Research 1 Entrepreneurship and Creativity Dr. Jerry Segal
Operational Excellence Solar Solutions 3
environment but the bottom line as well. Practices include printing less paper, using
digital documents, reducing electricity consumption, recycling, seek other green
businesses, incorporate programs in which old belongs are reused, recycle electronics,
stop wasteful junk mail, use ‘green’ items in the office, and make efforts to educate and
train employees on green business methods (Prusynski, 2008). . Environmentally
conscience businesses will begin to follow steps such as constantly evaluating the
company’s position in terms of energy and water usage as well as total output of
pollution. Businesses will also seek out ‘green’ opportunities, implement strategies, and
even set goals and deadlines to achieving environmentally related goals (Spors, Small
Business Trends, 2010). This will become an ongoing process. Eco-Bounty is
pursued; not only as a worthy cause but also as an efficient business solution and its
products create value for its customers (Staff, 2009). “Around the world, being eco-
conscious has become a status symbol for consumers; partly replacing traditional status
symbols that are now associated with pollution, waste and excess (Staff, 2009).” There
are a few leading industry trends in Ecopreneurship like those mentioned that are very
solid. Entrepreneurs focusing on sustainability could adapt to these trends quicker than
existing companies could and would therefore gain an edge in this industry.
Our government is even working hard to realize a more sustainable future for our
county. The Obama administration has devoted efforts to the use of Green
technologies, including renewable sources of energy and passed a series of major solar
and renewable energy incentives (AbundantEnergy.com). He has made many promises
and commitments during his campaign and through his term thus far aimed at achieving
the 25 by 25 goal, which is to generate 25 percent of our energy from renewable
Research 1 Entrepreneurship and Creativity Dr. Jerry Segal
Operational Excellence Solar Solutions 4
resources by 2025 (barackobama.com). Through his website, he states that achieving
this goal will not only reduce carbon emissions, it will create jobs and give a boost to our
economy. The president is right; reducing our dependency on foreign oil will certainly
create jobs. The number of jobs created by alternative energy sources might be
enough to dramatically lower of the national unemployment rate, which are the highest
we have ever recorded.
Solar energy could capture the ‘green’ industry and provide families with clean
cheap energy for use inside their homes. Energy statistics indicate a steady rise in the
use of solar energy in the next year (U.S. Energy Information Administration, 2010). “In
Florida alone, solar power has the potential to power 20 million homes “(Suetos, 2010).
The current supply of solar power is untapped as a major energy producer according to
the statistics (U.S. Energy Information Administration, 2010). The growth potential is
only limited by access for solar energy because it is renewable and constant. There are
many incentives available for using renewable energy such as subsidies, but one needs
to be aware of the laws and policies involved as well.
Using solar as a source of energy can have several legal implications for the
distributor and homeowner. When installing a new unit it is important for to follow the
appropriate laws and regulations. According to energysavers.gov, issues regarding roof
load parameters, heat exchange, improper wiring, unlawful tampering of potable water
supplies, and structural integrity are the most common with the use of solar panels. The
most important way of making sure none of these issues arises is to follow all proper
permitting, and make sure all measurements and other variables conform to code.
Research 1 Entrepreneurship and Creativity Dr. Jerry Segal
Operational Excellence Solar Solutions 5
1 2 3 4 50
0.51
1.52
2.53
Consumption of Energy Electric Power Sector
Hydroelectric Powera
Geothermal
Solar
Wind
Wood
Other RenewablesYear
Qua
drill
ion
BTU
Cons
umed
The previous compares the energy consumption statistics for renewable energy
sources. The statistics are from the U.S. Energy Information Administration. On
comparison, the solar consumption is beginning the curve up form data point 1 in 2007
to data point 4 in 2010 to the projection in 2011. Based on this information solar power
could follow in the footsteps of Wind renewable energy which is currently the fastest
growing source and it is steadily rising annually just like Solar.
Hydro
electr
ic Powera
Geotherm
al So
lar W
ind
Wood
Ethan
olb
Biodieselb
Other
Renew
ables
0123
Comparison of Eco-Energy Supply in Quadrillion Btu
Series1Series2Series3Series4Series5
Energy Type
Qua
drill
ion
BTU
Supp
ly
Series 1 is 2007 and then the chart progress chronologically to Series 5 as a projection
for 2011. As you can see by this graph Solar Energy is a largely untapped market.
Research 1 Entrepreneurship and Creativity Dr. Jerry Segal
Operational Excellence Solar Solutions 6
According to Where the Jobs Are, any business that promotes sustainability can be
created “Green jobs can be found or even created in any field as long as they truly
preserve or restore the environment.”
The best business in the Ecopreneurship industry would be in energy because
not only is it subsidized and promoted by the U.S. Government as discussed earlier, but
it can be integrated into the construction and real-estate industries. Solar Energy
Solutions would provide services to customers by installing solar panels and other
energy saving devices to reduce consumption of purchased energy and become
sustainable off of renewable energy. Some major appliances, which could be energy
efficient, are the hot water heater, air conditioner, etc. These devices tend to consume a
lot of energy. This company would also replace inefficient appliances with newer
appliances, which use less energy and are better for the ecosystem.
The incentives for the customers aside from helping the environment would be
lower energy costs to none or an actual credit from the power company. The
homeowner may qualify for government incentives as well. The company would also
work with construction companies to integrate energy efficient techniques in during all
stages of construction to increase the effectiveness of the solar panels. This method
could also make less of a visual impact on the building by actually recessing the panels
into the roof to avoid seeing them. The company would pursue government subsidies
and incentives for the business and for our customers to increase demand. There is an
agreement with the power companies to provide financing for the panels making them
easier to afford and in turn, the reduced energy demand would save the company
money from having to build a new plant. The value offered by the company goes
Research 1 Entrepreneurship and Creativity Dr. Jerry Segal
Operational Excellence Solar Solutions 7
beyond the environment but it is actually a profitable investment for our customers.
With financing the cost of the panel is affordable, the money saved from energy
generated, and efficient energy usage makes it easier to pay off. The solar energy
market is largely untapped and there is strong demand to reduce expenses. This
business addresses environmental concerns, provides ways to save or even make
money, and can work with construction companies, power companies, and financing
companies to serve customers drastically increasing demand for sustainable energy.
Inside the umbrella of ecopreneurship, sustainability and being ‘green’ lies a vast
amount of business ideas and niche markets. Like stated before, there is a ‘green’
option for just about every consumer good these days. Just an example is the growth in
the natural and organic foods market. According to figures from the Organic Trade
Associations (OTA) 2010 Organic Industry Review, U.S. organic food sales reached
24.8 billion in 2009 which is 5.1 percent higher than 2008. Organic foods are hitting the
mainstream much more often now also. In the same OTA report, it states that 54% of all
organic produce were sold within the mainstream grocery chains such as Publix
(Organic Trade Associations 2010). Sounds like it might be the right time to be a farmer
growing his crops organically. There are countless other examples just like this that
could not just help save the environment, but make the ecopreneur a lot of money in the
process. Almost anything consumable has an organic alternative.
Starting a green wedding and event planning business may be a good path away
from the cubicle world and toward ecopreneurship. Event planners design and execute
a variety of events (including weddings, celebrations, and conferences) on behalf of
others. Growth in the industry is a function of how extravagant people can get with their
Research 1 Entrepreneurship and Creativity Dr. Jerry Segal
Operational Excellence Solar Solutions 8
events, and sustainable event planners can capitalize on the growing interest in green
among the extravagant. To do this as an eco-friendly event planner, one would benefit
by having a terrific network of contractors in the area that can provide eco-friendly
services for events, including cleaning companies, sustainable printers for business
cards and invitations, digital photographers, green dry cleaners, organic caterers, etc.
Rest assured, all the eco-friendly implements for any event are available, right down to
eco-friendly confetti. According to the International Special Events Society, event
planning is a global industry worth approximately $500 billion. These days, it is rare for
someone to actually plan their own wedding without hiring or enabling the use of outside
consultants .With today’s growing green industry there will be a higher demand of green
weddings and events needed, therefore creating an opportunity to start a successful
green wedding and event planning business.
Another business example, which is booming in the eco-preneurship industry, is
the organic wine industry. In just eight years, Robert Sinskey's vineyards grew from 15
to 100 acres. Sinskey switched to organic farming in 1990, slowly phasing out synthetic
herbicides on his grapes until 2001 when he became a certified organic grower. His
productive vineyards now cover 200 acres on six different properties. While every grape
in his Cabernet Sauvignon, Pinot Noir and Merlot wines are organic, not a single bottle
carries the U.S. Department of Agriculture's green-and-white "USDA organic" label. U.S.
sales of certified organic wine and those made with organic grapes hit $80 million last
year, rising 28 percent since 2004, according to the Organic Trade Association (OTA).
Today, wine enthusiasts buy nearly twice as much organic wine as they did in 2003.
The association says it expects organic wine sales to grow about 17 percent each year
Research 1 Entrepreneurship and Creativity Dr. Jerry Segal
Operational Excellence Solar Solutions 9
through 2008. With the organic and eco-friendly industry increasing in sales, this
industry has tremendous potential. Conventional cosmetic products are often made with
synthetic and chemical ingredients, which can be harmful to both the environment, and
the human body. As an alternative, there are a number of excellent environmentally
friendly cosmetic companies which sell eco-friendly cosmetics. Looking over the
ingredient list for most cosmetic products, from eye shadow to body lotion, there are
usually about two or three dozen ingredients, most of which are unrecognizable. These
ingredients are often synthetics, many of which are petroleum-based, and some of
which are toxic to the skin and the environment.
Eco-friendly cosmetics, on the other hand, are specifically created with the well-
being of the consumer and the environment in mind. Environmentally friendly cosmetic
companies provide plant and mineral-based products, which are not only non-toxic, but
also nurturing. Through supporting these eco-conscious businesses, the green body
care and make-up market will continue to grow. There are few regulations for cosmetics
and information about the long-term effects is difficult to access. Whether an actual
product should be considered toxic or not is left for the consumer to decide. The reality
is many conventional products are made from substances — fragrances, dyes,
preservatives, and bases —, which on their own have been shown to have serious
negative effects. For information on the potential effects of cosmetic ingredients, the
public-interest group, Skin Deep provides well-researched data on most products on the
market. Many ingredients are potentially harmful, especially when used regularly. For
example, a ten-hour liquid face foundation, made by one of the most successful make-
up companies in the United States, has ingredients which are linked to cancer,
Research 1 Entrepreneurship and Creativity Dr. Jerry Segal
Operational Excellence Solar Solutions 10
developmental toxicity, allergies, environmental violations, neurotoxicity, lung and skin
irritation, and cellular level alterations, according to Skin Deep.
Eco-friendly cosmetics are made with ingredients such as bee pollen, natural
flower essences, and minerals. They provide the skin with nutrients, moisture, and
positive phytochemicals, which over the years will improve skin, rather than degrading
it. Not only are they healthier, but green products are better for the earth. Synthetics
used in cosmetic products are washed off each evening or are absorbed into the
bloodstream. In both cases, they eventually enter the ecosystem, introducing
unnecessary toxins and chemicals into the soil and water.
In conclusion, there really is not much argument against the idea of sustainability
and keeping our earth healthy for generations to come. It does not matter whether it is
just using an aluminum water bottle to fill with water throughout the day instead of
plastic, or buying a fuel-efficient hybrid that can reach 40-50mpg, if everyone does his
or her part, the impact will be great. Not just the environment will benefit, but ones bank
account could swell in the process if these great opportunities are heeded through
ecopreneurship. The government has vowed their determination to continue to use
current and develop new sustainable sources of energy. Incentives are available for
making your home, automobile, and businesses ‘green’. The implications are huge, the
opportunities are real and it is time that we come together as the earth civilization and
make the proper adjustments to our lifestyle so that the future generations can enjoy
this beautiful planet.
Research 1 Entrepreneurship and Creativity Dr. Jerry Segal
Operational Excellence Solar Solutions 11
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Research 1 Entrepreneurship and Creativity Dr. Jerry Segal
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