Sustainability 05

Sustainability and Entrepreneurship

Week 5

Green Business Administration Marketing to Conserving Customers

• Cultural Creatives– 50 million people changing the world

• Travel Green Wisconsin

• Seeking certified products– Energy Star & Fair Trade

www.ecopreneuring.biz & www.nmisolutions.com

Green Business Administration Marketing to Conserving Customers

Lifestyles of Health & Sustainability (LOHAS)

• Sustainable economy– Green building, renewable energy,

resource efficiency• Healthy lifestyles

– Organic food, personal care, supplements

• Ecological lifestyles– Ecotourism, ecological home products,

organic/recycled fiber• Alternative healthcare

– Naturopathy, complimentary medicine• Personal development

– Yoga, spas, mind, body & spiritwww.ecopreneuring.biz & www.nmisolutions.com

Green Business Administration Marketing to Conserving Customers

“7 Ps” of Marketing, not 4

1. Product– How do you treat nature,

vendors, employees?– Eliminate waste

2. Price– The premium goes to nature,

employees or community– Return on Environment

www.ecopreneuring.biz

Green Business Administration Marketing to Conserving Customers

“7 Ps” of Marketing

3. Place (distribution)– How can you showcase your community?

4. Promotion (PR & advertising)– Tell your unique story– Let your customers be your ad/PR agency

5. People– Go beyond “transactions”, create

experiences– Follow the “80-20 rule”

www.ecopreneuring.biz

Green Business Administration Marketing to Conserving Customers

“7 Ps” of Marketing

6. Partnerships– Networking (non-profits)

– Cause-related marketing

7. Purpose– Celebrate your passion & purpose

– Sell steak, not sizzle– Authentic & real deal

www.ecopreneuring.biz

Green Business Administration Money Matters

• Poor returns when investing in mutual funds – Age 25 - 64, for 40 years

Mutual fund company InvestorReturns 80% 20%Risk 0% 100%Capital 0% 100%

Source: Why we want you to be rich, by Donald Trump and Robert Kiyosaki

• Ecopreneurs invest for the future– Provide rich quality of life without exploiting people and

planet– Put money to work, rather than work for money

www.ecopreneuring.biz

Green Business Administration Drivers

Green Business Administration Drivers

Green Business Administration Drivers

1. Reduced recruiting costs

2. Reduced attrition costs

3. Increased employee productivity

4. Eco-efficiencies in manufacturing

5. Eco-efficiencies at commercial sites

6. Increased revenue - market share

7. Lower insurance & borrowing costs

… yielding a profit increase of +38%

-1%

-2%

+10%

-5%

-20%

+5%

-5%

RE

PU

TAT

ION

Green Business Administration Drivers

Green Business Administration Drivers

Green Business Administration Drivers SAP

SAP Sustainability Report

Web of RelationshipsTechnology, Information & Global Commons

• Knowledge & information society– Ideas and knowledge workers

• Innovation economy– Clean Tech or greentech breakthroughs– Durable economy where there is no waste– Service economy where there are no products

Oshkosh Corporation

Fire and Emergency Group Access Group Commercial Group Defense Group

Sustainability

• Lean Manufacturing Principles• Expanding Lean Concepts

– Energy efficiency– Lean office environment

Change people’s way of thinking and doing

Profitability of Sustainability

• Remanufacture of Trucks– Carcass– Tear Down Line– Reverse Assembly Process– Recycle / Reuse / Reduce

Each vehicle remanufactured saves on the use of natural resources and final vehicle disposal costs.

Vehicle Remanufacturing Process

Vehicle waiting to be disassembled

Classical environmental economics: a trade-off between cost of health and cost of pollution control

we‘ll do pollution control once we are rich enough to afford it. - Remember the Kuznets curve of pollution!

Carbon Footprint By Countrycolombia , 74; korea 23; china 77; us 2

Sustaibale Comsumption France

• France - SCP Sustainable Consumption Patterns & Waste

Sustaibale Comsumer Women

• Sustainable Consumer Models Women's Ways of Buying

Founding Farmers

• Green

• Good Business

Green HotelsProximity Hotel

• Part 1

• Part 2

Green HotelsThe Jefferson

• Part 1

• Part 2