Demonstrating the sustainable business opportunity

Climate change and the rapid decay of our environment, which can be approached as one or as two distinctive phenomena are offering tremendous business opportunities for new or improved technologies that have a lessened to no impact on the environment.

The distinction – between clean and green technologies – is one that is often seen from an investment, intellectual property and market adoption perspectives. But for everything else they mean the same: they have to a) reduce the burden current solutions have on the environment and people’s health and/ or b) be less natural resources intensive. In short they are green solutions.

From a market adoption perspective, it means that these technologies have the potential to be accepted by a specific target audience (a segment within a market) including cost of acquisition and maintenance within a 1-2 years span, and capitalize on their first-to-market advantage to carve out a substantial market share, demonstrating the viability of the concept or the technology.

If it is difficult to grasp the distinction between a clean and a green technology, it is because it does not exist. It is only an attempt to package a technology into something attractive. A formulation using sustainable resources (plants) and a box needing basic chemical elements will be seen by an adopter as a replacement of an existing solution, the added value could be residing on both or either its environmental benefits and/ or its increased performance. In short they are breakthrough technologies.

I specialize in

Start-ups: translating great ideas into winning business models, building investors relations, assessing market acceptability and adoption, testing product usage, developing and executing go-to-market strategies, developing strategic alliances, signing first clients and working with them on successfully implementing products or solutions, defining and executing marketing tactics.

New products: Assess new technology against existing ones; provide competitive analysis across all product features; build customers and investors value proposition.

New markets: Assess market readiness, adoption cycles (with new technologies) and processes (product selection and purchase), existing solutions in terms of satisfaction and unmet needs, market trends.

Investors: Assess green and clean technologies in terms of scalability, market value/ adoption and ROI.

Green & Clean Tech Venture Services: For entrepreneurial green & clean-tech ventures with breakthrough potential, evaluate market demand, develop go-to-market strategies, and assist with business development, including strategic alliances and investor outreach.

Environmentally sound practices: Help organizations succeed in defining and implementing environmentally responsible practices – environmental stewardship, purchasing policy, employees’ involvement, community outreach.

Sustainability: Class or group presentation aimed at better understanding and integrating the concept of sustainability through the “chain of impact” and the 4Rs – Reduce, Reuse, Recycle, Reinvent (free for k12 schools).

Green Marketing: Integrating product environmental benefits and corporate environmental responsibility into marketing and communication strategy.

Thank you for making this world safer.

Marc Thibault.

Trackback URI | Comments RSS