Embed Size (px)
DESCRIPTION
An overview of what do we mean by green business, as well as a definition of green business ecosystem
Citation preview
AGENDA
• What do we mean by green business? • State-of-art of green business • Opportunities in the digitalisation of green • Green business ecosystems: how-to? Photo: Amir Kockovic
GREEN BUSINESS
Refers to business activities that create environmental, social, and economic value.
Economy
Environment
Society
GREEN BUSINESS
Not all green businesses are equal: • Micro business: artisan craft, tourist guide • Small business: service providers, retail • Scalable business: distribution, cleantech Photo: LifeInMegapixels
MICRO BUSINESS
SMALL BUSINESS
SCALABLE BUSINESS
Goal Sustain lifestyle Sustain family Go big
Geography! Local Local-Regional Regional-Global
Entry barrier Low Low-medium High
Job creation Self (+1) 2-50 +50
Time to market Days Weeks Months
Business support Basic accounting Value-chain management Tech. dev.
Financial support Savings Personal loan
Subsidies + participations Capital risk
Role of technology Low - marketing -
Low-Medium - inventory -
High - core -
1%1%7%
91%
Micro business (1)Small business (10-49)Mid-Size (50-250)Large business (+250)
BUSINESS IN EUROPE
Source: EU Eurofund
COMPOSITION
Source: World Factbook
72%
6%
23%
IndustryAgricultureServices
Europe
77%
3%
20%
IndustryAgricultureServices
Jordan
CLEANTECH
Cleantech refers to the development and application of technology with the aim to improve resource efficiency. It includes, amongst others:
• Renewable energy • Mobility • Water-related technologies Photo: USACE
CHARACTERISTICS
• Technology-based: mainly hardware • Capital intensive • Long development periods • Highly dependent on gov. decisions Photo: Brookhaven Nat. lab.
CLEANTECH CHALLENGES
Current challenges are not about fundamental science. Are about:
• Complex financing & incentives • Failure to communicate to consumers • Poor sales channels
Many opportunities await in the digitalisation of green
INTERNET OF
THINGS
CLEANTECH
COLLABORATIVE CONSUMPTION
Cleanweb
CLEANWEB
Data & networks
Market re-structuring
Efficiency
ELEMENTS
• Network-based technology is core • Resource-focus • Defined business model • Scalability Photo: ogimogi
VALUE CREATION
• Helping consume resources more efficiently • Making environmental data meaningful • Disrupting cleantech financing models Photo:MetroMile
ADVANTAGES
• Agile development • Capital light • Low-risk • Scalability Photo: Desarrollando America Latina
6 BUSINESS MODELS
1. Customer engagement platforms 2. Collaborative financing models 3. Decision-making tools 4. Loyalty programs 5. P2P lending resources 6. Data monitoring & management Photo: szwerink
1. CUSTOMER ENGAGEMENT PLATFORMS
• Use data from utilities and public service providers (energy, water, transport) to create customer value though visualisation of data in ways that is meaningful and actionable
• Who? Opower, Tendrill, Dropcountr, Watersmart
2. COLLABORATIVE FINANCING MODELS
• Debt-based crowdfunding of renewable energy projects with a defined return of investment
• Who? Solar Mosaic, Milk the Sun, Tangerine Power
3. DECISION-MAKING TOOLS
• Saas to evaluate the potential of commercial and private (PV) projects. Simulations include: how much power can be generated, costs of an installation, ROI, efficiency
• Who? QuickSolar, Solarist
4. LOYALTY PROGRAMS
• Get rewards for your sustainable/green actions: saving water, energy, produce your own energy, using public transport
• Who? Changers, Ecostastic, PlaytoRide
5. PEER-TO-PEER LENDING RESOURCES
• Lending and/or renting between individuals of hight costs goods, like housing and cars. Access to functionality, instead of ownership
• Who? Airbnb, SocialCar, Relay Rides
6. DATA MONITORING & MANAGEMENT
• Combination of hardware & software to monitor energy, temperature, or smart homes
• Who? Nest, Valta, Envirocar, Metromille
HOW TO DO IT?
• Learning by doing approach • Hackathon: bring developers and entrepreneurs
together for a weekend • Jordan & middle east has the ingredients: i.e.
Jordan Open Source Association, Oasis500 foto by BA Data
GREEN BUSINESS ECOSYSTEMS
COMMUNITY PLAYERS
• Leaders: entrepreneurs • Feeders: government, universities,
incubators, investors, mentors, service providers, large companies Photo:madlynlovewithlife
FRAMEWORK TO BUILD A STARTUP COMMUNITY
1. Entrepreneurs must lead the startup community 2. Leaders must have a long-term commitment 3. Community must be inclusive of anyone that
wants to participate in it 4. Community must have continual that engage
the entire entrepreneurial stack Based on The Boulder Thesis Photo: Rocky Mountain Joe
Entrepreneurs Lead the community
Government! Support vs “create” Provide a “risk-free” environment
Universities Provide students, professors, research labs, entrepr. programs, tech transfer offi., space
Investors Long-term support to the community, connect, perspective
Mentors Experience & know-how: for free
Service proviers Lawyers, accountants, recruiters, consultants
Large companies Space & resources Encourage startups to enhance the co. ecosystem
ROLES
INCUBATION PROGRAMS
• Designed to support entrepreneurs and reduce startup risks
• Structured program, typically offering space, mentoring, access to network, & capital
• Also known as “accelerators” • Public & private Photo:rundedbygravity
INCUBATION PROGRAMSTRADITIONAL
MODELNEW
MODEL
Funding Public Private
Goal Increase # local business Investment-ready
Format Lectures Mentor intensive
Costs!for entrepreneur Subsidised Equity
Entry barrier Low High
US has MORE support programs to early-stage
entrepreneurs than the EU
MYTH!
Accumulated number of incubators in top 10 EU countries by GDP
BARCELONA ECOSYSTEM
• The first incubation program launched in 1989 • Currently, Spain hosts 38 startup programs - most
launched after 2010 • Ticket size: between 20-60K • Average equity share across accelerators: 8-14%
Spain
• 7 m. inhabitants - Barcelona: 5.1 m • Catalonia produces 1% of the world’s scientific
output
Catalonia
9 accelerators/incubators in Barcelona Barcelona, leads in clean tech sub-categories:
• Smart City • World Mobile Capital • Large “sharing economy” community
Barcelona
• 1997-2013: Spain became a world leader in PV and wind energy production
• Of all Spanish patents, 43,6% are related to solar • Spain is the 5th country in the world in number of
patents in renewables, after US, Japan, Germany & UK
Rise of the renewables
photo by treedork
• Today, Spain is an unattractive and risky market to invest in renewables
• Of the 50 factories PV silica and related in 2011, only 10% remain open today, with a focus in inverters and exports
Fall of the renewables
The Barcelona entrepreneur
Source: Telefonica
Barcelona Silicon Valley
Age 33.29 34.12
Gender (F/M) 5% / 95% 10% / 90%
Education (dropout vs. master+PhD) 1 : 10 1 : 2.5
Serial entrepreneur 41% 56%
% non-technical founding teams 12% 16%
Customer (B2B vs B2C) 5 : 2 2 : 1
Working hours per day 8.25 9.95
Ecosystem
Incubators
Government programs
Universities Investors
Dedicated Spaces
StartupsClean tech
entrepreneurship BARCELONA
Trade Shows
• KIC InnoEnergy • Fundación Repsol • Eco-Emprenedor XXI
Clean tech Incubators
• Green Economy Plan • TECNIO/ACC10 • Biocat
Government programs
• Transformation of a neighbourhood • Private foundation managed the transition • After 10 year: +1500 (tech) companies
22@
• UPC - Campus Energia • ESADE • IESE - Clean tech Venture Forum
Universities
• Business Angel Networks • Business School forums (ESADE -IESE) • Engineers’ fund • Keiretsu
Investment
• Sant Pau • Regional Centre for Cleaner Production • Barcelona Lab • IAAC + Valldaura
Other Interesting players
• EV Symposium • Smart City Expo • Mobile World Congress
Trade shows
BARCELONA Green Startups
Environmental data monitoring board & community
Smart Citizen
Enerbyte
Using behavioural science to change consumption patterns
Smart City solutions
Urbiotica
Smart water & energy consumption
BNstar
Electric motorbike made in BCN
Volta BCN
• Barcelona attracts international talent, and retains local due to the attractiveness of the city itself
• Barcelona is Mobile World Capital • Proactive local government; “business friendly” • Bottom-up entrepreneurial community • Catalonia produces 1% of all research in the world -
but does’t have a direct translation in valorisation of this science
What works
To improve
• Lack of ambition: local startups think small, a local win is enough rather than conquer the world
• English is not yet common language amongst all society • To fund a limited company is expensive and bureaucratic • Need for more “learning by doing” education, rather than
fact-based education
To improve
• More success stories • Early stage funding clearly insufficient • Many players, but fragile ecosystem due to insufficient
funding resources • Not enough clean tech projects with high growth potential
SILICON VALLEY ECOSYSTEM
RECIPE FOR SUCCESS
• Political will & smart policy • Entrepreneurship & innovation • Money; Ca 40% of global VC in clean • Circumstance • Time!
SAN JOSE GREEN VISION 2015
1. 25.000 new clean-tech jobs 2. 50% energy reduction per capita 3. 100% renewable electricity 4. Green buildings; 50 m. sq. feet 5. Zero waste landfill 6. 100% re-use of waste water 7. Development general plan 8. 100% public fleet using alternative fuels 9. Smart, zero-net street-lighting 10.100 miles interconnected bike trails Photo:tq2cute
INCUBATORS
1. San Jose Environmental Business Centre (public) 2. Plug & Play (private)
INVESTORS
• 740 funds in the Valley • 20+ angel investors groups • 2930 deals = 22 b (2008) Photo: stevendamron
INVESTMENTS TODAY
• Winners:efficiency software, enhancement clean energy
• Losers: capital-intensive, batteries, fuels Photo: stevendamron
SILICON VALLEY Green Startups
SUNPOWER
• The most efficient PVs on the planet • 1985; Stanford spin out • First used by NASA • 400 employees • Vertical approach Photo:Hermisillo & Asociados
TESLA MOTORS
Photo: GiuDAlberti
• High-end electric cars • Innovation; unique engine & battery technology • Partnering with Ford to provide battery technology
• Regulation can be an enabler or barrier for clean tech to create a positive impact
• Clean tech is evolving towards new forms that have IT as central element
• Startup ecosystems start with the entrepreneurs, they lead the way
• It takes time to build an entrepreneurial ecosystem
Final thoughts
