Eco-Entrepreneurship (MGMT 5614)

Summer 2011 (May 17 – June 30) Instructor: Will O’Brien Office hours: Call anytime Email: wobrien@clarku.edu Classes: Tuesday, Thursday, 6-9 PM Cell: 978-793-1635Classroom: Carlson Hall #120

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Definition:

An entrepreneur is a person who has possession of a new enterprise, venture or idea and assumes significant accountability for the inherent risks and the outcome.

Background:

(re: Sustainable Innovation 2010 Conference. Creating Breakthroughs: Green growth, Eco-innovation, Entrepreneurship and Jobs 8th–9th November 2010 Rotterdam, The Netherlands)

“The world will see major changes resulting from the greening of economic stimulus packages that will create new investments, businesses, products, technologies and jobs. Korea and China are leading the way and have already been spending money. However, the majority of money is predicted to start being distributed in 2010. In parallel, both Korea and Japan have announced their aim to each create one million green jobs resulting from their investments. Behind the scenes, the United Nations and the World Economic Forum and the United States government are contributing to the development of thinking and learning through their Green Economy projects. This coupled with growing media interest associated with the UNFCCC (United Nations Framework Convention on Climate Change) in Copenhagen in December 2009 will ensure that awareness of both threats and opportunities of climate change will be high profile. A key underlying theme being how global society moves towards a model of low carbon prosperity.

Major investors are now starting to move money, experience and expertise back into the space with a clear focus on energy and resource efficient solutions and technologies. George Soros has recently announced an investment of $1 billion over ten years in The Climate Policy Initiative and Warren Buffet's "Build Your Dream" (BYD) electric vehicle company has completed major deals with thirteen provincial Chinese governments. In addition, there are likely to be more disruptive innovators entering the "green" market aiming for mass market change and business opportunity, e.g. the recent launch of the Google car by Google.

In addition, there is growing worldwide discussion over "green" and sustainable products. This is going to be accelerated by, for example, the launch of Wal-Mart’s Sustainable Product Index which will have a major impact on global supply chains. This will be a challenge for the unprepared but an opportunity for those that are proactive. There is no easy answer. Global companies, innovators and entrepreneurs alike are grappling with the need to develop and implement strategies to create, produce and commercialize products, services, technologies and new business models that have lower environmental impact and generate social and financial benefits. Leadership and creativity will be needed, if the opportunities are to be recognized and accepted.”

Target Audience: MBA students plus other graduate students based on background, experience and interest.

Course Description:

This course introduces the concept and practice of sustainable development and energy management. These areas are explored from a global perspective as they impact current and future opportunities and challenges related to the design, development and commercialization of sustainable products, services, technologies and new business models

The course explores the nature of the “Triple Bottom Line”—the simultaneous delivery of economic, social, and environmental value—and teaches students to apply models, tools, best practices and frameworks to incorporate social and environmental dimensions into identification and ethical exploitation of business opportunities.

Course design enables future entrepreneurs identify specific “green” opportunities, develop a business plan and provide guidance on how to secure funding and operationalize the plans. The course will include lectures, case studies, guest speakers and innovative projects to illustrate issues, challenges and opportunities related to eco-entrepreneurship.

Competencies & Learning Objectives:

By applying and integrating the knowledge, skills, and attitudes acquired in the course to real world business opportunities, students will achieve the following learning objectives:

Knowledge

Understanding of the principles, best practices and processes in sustainable development, energy management and their successful application

Knowledge of market and customer requirements for green products and services as well as competitive offerings.

Skills Identification of new opportunities to address environmental issues by creating value. Ability to conduct market research and competitive analysis. Creation of new products, services or processes that alleviate environmental conditions while making more

efficient use of energy and natural resources and use resources that are renewable and less harmful to society. Development of and presentation skills to present a compelling business plan.

Attitudes

Passion to address the environmental, economic and social challenges by promoting sustainable living and environmental improvement.

Appetite f or investigating and addressing complex problems in an ethical and broadminded manner. Recognition of the global demand for change in individual behaviors as well as business practices to preserve

natural resources for future generations.

Text & Essential Reading:

1. Croston, Glenn, Ph.D., (October 2009), Starting Green: An Eco-preneur's Toolkit for Starting a Green Business from Business Plan to Profits, Entrepreneur Press, Canada. ISBN-10: 1599183552

Glenn Croston, Ph.D., is a scientist, green entrepreneur, and founder of Starting Up Green, an online community for green entrepreneurs. He is the author of 75 Green Businesses You Can Start to Make Money and Make a Difference and (Ebook) Greening Your Business on a Budget. A highly-regarded expert in the green industry, Croston has been featured in top print and online publications including The New York Times, LA Times, Greenbiz.com, TheDailyGreen.com and FastCompany.

2. Steven D. Peterson, Peter E. Jaret, Barbara Findlay Schenck, Business Plans Kit For Dummies

3. Addendum A provides a listing of readings provided by Harvard Business School Publishing which students will need to purchase as part of the course.

4. Other course information will be posted on Cicada.

Optional Reading:

Epstein, Mark J. (January 2008) Making Sustainability Work: Best Practices in Managing and MeasuringCorporate Social, Environmental and Economic Impacts, Berrett-Kohler Publishers, San Francisco.

Expert Resources:

Green Planning & Coaching http://www.greenplanningandcoaching.com/

Starting Up Green www.startingupgreen.com

Sustainable Business Start-up Strategies http://startupowl.com/resources/sustainability/

A “Paperless” Course:

To enhance awareness of and reduce our own resource use, this course will strive to be a “paperless” course. To facilitate our collective learning, we will rely heavily on technology including Cicada, email, and a projector in class sessions for presentations and discussions. All written assignments will be submitted electronically, and all feedback on written assignments will be made electronically. All readings will be available electronically on Cicada, and students are encouraged to read the assignments without printing out the readings. Mid-term and final exams will be conducted using Cicada.

Cicada:

This course will be supported by the Cicada (http://www.cicada.clarku.edu) course management system. The Cicada site will contain class documents, assignments, and announcements. It will also contain PowerPoint slides presented in class. If you encounter difficulties with the use of Cicada, please contact sos@clarku.edu.

Professionalism (Class Preparation, Attendance & Contribution):

Most students already have these habits; i.e., preparing for class, arriving on time, and contributing to class discussions.

For the exceptions that do not, these requirements will help you in the work environment:

it is essential that you are fully prepared for “meetings”; in this case, for class. as a young professional, it is important that you be on time; i.e., arrive before class starts. it is important that you focus on your work; e.g., the use of laptops and/cell phones during class is not

allowed. you are expected to contribute to the class discussion just as in your work environment.

Class sessions start on time; if you arrive late, one point will be deducted from your final grade for the class.

The course moves quickly in a number of areas. Please be prepared for class and have your questions and comments ready for discussion of the topic.

Student Team-Led Discussions:

During the first class, teams of two students each will be formed for the purpose of leading future class discussions on assigned topics and cases. Ideally, teams will be composed on one student with project management experience and one with none or minimal experience.

How to Prepare to Lead Class Discussions

Eco-entrepreneurship Topic:

• Read chapter from “Starting Green”• Prepare a lecture• Provide a few examples possibly from your experience• Maybe show a short video• Other creative ways to engage students…..

Case Analysis

• Read the case• Prepare your analysis• Discuss with your teammate• Present different analyses, recommendations• Engage class for their feedback and discussion

How NOT to Lead a Class Discussion

• Cut and paste pages from text• Read each section to the class.

Academic Integrity:

Academic integrity is highly valued at Clark. Research, scholarship and teaching are possible only in an environment characterized by honesty and mutual trust. Academic integrity requires that your work be your own. Because of the damage that violations of academic integrity do to the intellectual climate of the University, they must be treated with the utmost seriousness and appropriate sanctions must be imposed. The maintenance of high standards of academic integrity is the concern of every member of the University community.

Evaluation and Grading:

Grades will be determined on the following basis:

Cases (5 cases; 5 points each) ………….…….…….25% Professionalism ………………………...…………..15% Student Team-Led Discussions……………………..10%Green Product/Service/Process Business Plan ……..50%

Instructor Information:

Will O’Brien is an experienced executive with extensive global business experience, change agent, entrepreneur, consultant and attorney. Currently, he is a teacher of sustainable development committed to educating future leaders and helping organizations address environmental sustainability challenges. Will is an Entrepreneur- in-Residence in Clark’s Graduate School of Management and Director of Worcester Sustainable Business Leader Program.

www.clarku.edu/gsom/faculty/facultybio.cfm?id=783&progid=20&

www.sustainablebusinessleader.org/

www.greenprof.org

Addendum A – Resources

# DATE TOPIC ASSIGNMENT # & DESCRIPTION LECTURER

6 6/2 How to Green Your Business Operations & Facilities

Green Services Opportunities

Chapter #5, “Starting Green”

Lecture on www.greenprof.org

Charles

Will O’Brien

# DATE TOPIC ASSIGNMENT LECTURER

1 5/17 Review syllabus, deliverables, expectations, etc.

Welcome to the Revolution Chapter #1, “Starting Green”

Mike OrtolanoAbsolute Green Energy Corporation508-459-5410mortolano@absolutegreenenergy.com

2 5/19 Finding the Right Opportunity Case #1: Namaste Solar

Chapter #2, “Starting Green”

Lance McKeeOpen Geospatial Consortium (OGC)508-752-0108lmckee@opengeospatial.org

3 5/24 From Green Dreams to Open Doors

Chapter #3, “Starting Green”;

Case #2: Six Sources of Limitless Energy

Cameron CareySustainable Energy Solutions, Inc.508-393-7803www.sustainable-energy.us

David & Michael

4 5/26 Developing a Business Plan Answer 11 Questions re: Your Business Venture

“Business Plans Kit for Dummies”

“How to Write a Great Business Plan” by William A. Sahlman (HBSP)

Students & Teams

Will O’Brien

5 5/31 Finding Money to Start & Grow Your Business

Community Support Agriculture Business (Organic Gardening)

Chapter #4, “Starting Green”

Case #3: Fox Islands Wind Project

“How Venture Capitalists Evaluate Potential Venture Opportunities” by Michael J. Roberts (HBSP)

Bill & Brittany

Jenny Isler, Clark University, Sustainability Coordinator

7 6/7 Green Marketing & Communications

Chapter #6, “Starting Green”

Business Venture Updates

Case #4:Marie Yee, Inc. – Making Green Furniture in China

Tom Murphy

Student Teams

Will O’Brien

8 6/9 The Role of Government: Carrots & Sticks

Chapter #7, “Starting Green”

New Service Development Process

Faisal & Noelle

Will O’Brien

9 6/14

Starting a Green Franchise Chapter #8, “Starting Green”

Case #5:Green Rooms Production, LLC

Michael SchumannPearl's Premium | Ultra Low Maintenance Lawn Seed781-603-8258 www.pearlspremium.com

Will O’Brien

10 6/16 Starting an Energy Efficiency Business

Starting a Green Retail Business

Chapter #9, “Starting Green”

Chapter #10, “Starting Green”

Will O’Brien

# DATE TOPIC ASSIGNMENT # & DESCRIPTION LECTURER

11 6/21 Starting a Renewable Energy Business

Starting a Direct Sales Business: Small, Green & Beautiful

Chapter #11, “Starting Green”

Submit Business Plans for Feedback

Chapter #12, “Starting Green”

Will O’Brien

12 6/23 No Class

`13 6/ 28 Present Eco-entrepreneurship Business Plans

Post Final Versions of Business Plans & PPTs on Cicada by June 30th

Students