greening our planet, our industry, our community and our company – a goal we have to achieve

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Copyright 2003-2007, Rally Software Development Corp Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve Ryan Martens, CTO, Rally Software

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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.

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Page 1: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

Copyright 2003-2007, Rally Software Development Corp

Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

Ryan Martens, CTO, Rally Software

Page 2: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

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2007 vs 2005 1 Million less square Miles of ICE than previous low

National Snow and Ice Data Center – University of Colorado, Boulderhttp://nsidc.org/news/press/2007_seaiceminimum/20070810_index.html

Page 3: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

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source: Stroeve et al, 2007 GRLand NSIDC 2007 Sea Ice website

The summer rate of decline was>10% per decade; the rate since1997 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 thegreenhouse forcing; and -

Models that track sea ice wellfor the past century show thepossibility of a rapid (~15 year)collapse of sea ice once extentand thickness reach a certain level (summer extent of ~5 M km2)

We are more or less at this level.

Trends of September sea ice extent - MODELS and OBSERVATIONS

When will we lose Arctic Sea Ice?

Page 4: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

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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∙ Opening passages which

flushes Sea Ice faster∙ Raising Temperature∙ Releases carbon sequestered

in the frozen tundra∙ Raising Temperature

GreenhouseGas Temperature

Page 5: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

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∙ 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

Page 6: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

Copyright 2003-2007, Rally Software Development Corp

It is a Systemic Problem, it needs a Systemic Solution

From Industry 1.0 to Industry 2.0

Page 7: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

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Take Make Waste

∙ 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)

1,000,000 #s /US Person/year 2000# of Good 98% Waste

Cradle to Cradle - William McDonough & Michael Braungart

(9% efficient) two week later

Page 8: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

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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

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2.0 –Sustainable

3.0 –Restorative

1.0 –Take – Make - Waste

ResourceWaste

Open Loop,World of Constraints Closed Loop

BalancedGenerative,World of Plenty

Page 10: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

Copyright 2003-2007, Rally Software Development Corp

High Technology Industry Example

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BBC Photo’s © 2002http://news.bbc.co.uk/hi/english/static/in_depth/world/2002/disposable_planet/waste/chinese_workshop/

A pile of 500 computers contains:• 717 kg of lead• 1.36 kg of cadmium, • 863 grams of chromium • 287 grams of mercury

50-80% of US e-waste goes to China

Page 12: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

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Worldwide Data Center Power Usage

0

5000

10000

15000

2000 2002 2004

MegaWatts

∙ $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

Page 13: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

13 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

The scope of green ITDesign

• Increase power efficiency• Improve power handling• Design for the environment

Manufacture

• Cleaner manufacturing processes• Apply CSR principles to suppliers• Reduce use of hazardous

substances• Minimize transport and packaging

impacts

Operation

• Manage IT energy usage in the data center and beyond

• Actively manage app workloads• Implement green sourcing criteria • Source sustainable energy

Disposal

• Reuse and refurbish systems• Recycle systems at end-of-life• Recycle consumables

Page 14: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

Copyright 2003-2007, Rally Software Development Corp

Rally – “Greening” Software IndustryAgility, SaaS and Community

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Software 1.0 - Long, Large, Linear, Late

Lifecycle

Deliverables

Time to Market

Define Test

Train

Code

12 to 36 Months

PRD Testplan

MRD Techspec Code Funct

test

Deploy

Doc

BigBang

Release

BigSales3-yearLicense

BigTraining,Install &Configure

SlowlyRecover

ROI

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Deliverables

IntegratedManagement

Solutions

Time to Market

LifecycleWaterfall

test

1 to 6 months Waterfall 12 to 36 months

Waterfall deploy

Working, tested code on short cycles Waterfall documentation

Software 2.0 – Iterate, Increment and Innovate

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Software Lifecycle Management Platform

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Challenge Solution Results

“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

Scale Agile development practices up to effectively manage hundreds of personnel across a worldwide workforce

7 Teams, 135 People in Austin, Houston, Sunnyvale & Pune

www.qsma.com

4X faster for 600 Stories & 569K LOC – (4.5 Months)

2X larger team than average

Normal bug count for level of effort

Individual team productivity up by 20-50%

Rally’s coaches guide the adoption of a formal Agile development process

Rally’s on-demand agile lifecycle management enabled BMC to manage multi-team Agile development efforts

Agile Success – 4X Better than average

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Weeks to Months

Community Building & Marketing

SubscriptionSale & SaaS

Delivery

Customer Success

Management

Agile Software Release

Software 2.0 – SaaS, Agility and Community

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∙ #1 On-Demand Agile Solution

∙ #1 Agile Training & Coaching

∙ #1 Agile Community for Collaboration

Page 21: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

Copyright 2003-2007, Rally Software Development Corp

Taking the first Step toward the Second Industrial RevolutionThere is a community here to help

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www.conservationeconomy.net

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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

Changing how we operate IT

Page 24: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

STRONGER COMPANIES. STRONGER COMMUNITIES.

Philanthropy 2.0

Entrepreneurs Foundation serves as a catalyst for:

Corporate Citizenship:Strategically engaging the organization in values based businessinitiatives 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 theorganization’s capacity

STRONGER COMPANIES. STRONGER COMMUNITIES.

• Community Foundation of Boulder County• Denver Community Foundation• Rose Foundation

Page 25: Greening our Planet, our Industry, our Community and our Company – a goal we have to achieve

STRONGER COMPANIES. STRONGER COMMUNITIES.

Year 1 - 16 Companies

ClickCasterCollective IntellectFuserGold SystemsLijitMe.diumNewsGatorRally SoftwareSolidwareSymplified

Shareholder Representatives Services

SocialThingTechStarsTensegrityTendrilZuzingo

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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/2006/03/how_to_be_an_ex.html

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City of Boulder

Ecocycle

Rally

Entrepreneurs Foundation

Integrated Philanthropy

Business

State

World

www.efcolorado.com

www.agilecommons.org/hives/6997a8ec6a/

www.salesforcefoundation.org/sharethemodel

www.beclimatesmart.org/

www.cogreenpower.org

www.climatecrisis.net/

www.natcap.org

www.ecocycle.org/