Archives – April, 2010
The 2010 Future Energy Conference (#FEC) was held at the Oregon State Convention Center in Portland, April 21 – 22. A triad of leaders, NEBC, NEEC and the Portland Business Journal, presented this event. This was my second FEC event and it was significantly better than last year’s program with respect to the depth of content, quality of speakers and improved conference venue. There were about three dozen different presentations over the two days. The broad range of topics included: renewables, energy efficiency, on-site generation, financing, and public policy. The high caliber audience contained a variety of E’s from double E’s to PEs (with several PhDs also in the mix). This liberal arts maven was working hard on sticking to the big picture and not the mind-bending details of chemical expressions.
As a luncheon keynote, Mark Sedler of Intel Corporation shared his company’s portfolio strategy with respect to Renewables and Efficiency. He clearly articulated that one strategy does not “fit all” across businesses and sites. Variable cost structures merit different approaches and techniques that make economic sense to the company and its shareholders. He surmises that our business success is not based on a silver bullet as we move away from a fossil fuel-/ carbon-based economy but on a variety of proven scalable energy sources and sustainability strategies.
Rather than share a tapas-sized recap, I’ll focus on a talk titled Biofuels Technology Update. This presentation described three different approaches to creating biofuels using camelina, poplar and algae as feedstocks. Seattle-based, Duncan Mitchell, AltAir Fuels, LLC presented his assessment on the merits of camelina, a low maintenance weed (similar to flax) though his technology is feedstock-agnostic. His technology can also work with inputs such as jatropha or algae in the future as it converts these feedstocks to fatty acids as the basis for his green jet fuel. Key to success will be his use of the current infrastructure for supplying and distributing jet fuel as it would allow “business as usual” for airlines and aviation manufacturers. From a capital cost and behavior standpoint this makes total sense in securing its adoption after meeting all state and aviation testing requirements.
I also learned about the advanced generation in ethanol, cellulosic fuels and chemicals from Carrie Atiyeh of ZeaChem Inc. which uses poplar trees (not corn) as the feedstock for the cellulosic ethanol energy production process. Its system of efficiently harvesting these fast growing and low input trees includes leaving behind six inches of plant growth without disturbing the roots and degrading the soil for a 10 – 15 year window. From a cost standpoint, the Federal government has helped advance ethanol through its funding initiatives including loan guarantee programs providing a signal to the marketplace. ZeaChem’s future demonstration project is located in Boardman, OR.
Finally, Professor Shulin Chen provided us with an in-depth look at Washington State University’s research in algae. It has high productivity, captures CO2, uses non-arable land, has high energy density potential and as a bio-based fuel utilizes the same transportation fuel infrastructures. Though promising, there are still many field studies that are required before we can count on this as a viable fuel source, not the least of which is having an energy positive product where more energy is produced than consumed in the production of this biofuel (not a small obstacle to overcome).
Great minds around the world are working on the complex challenges of a more secure and eco-friendly energy supply. We are bound to prosper as we identify the mix of energy sources that will fuel our economies for the next century and beyond.
This conference was truly a valuable experience and I am happy to announce Seattle’s FEC inaugural in the fall. I will post more information as it becomes available under my (Eco-) Events tab. Lastly, a special shout out to Robert Grott, Executive Director, Northwest Environmental Business Council (NEBC).
Our race to the future is already in progress so don’t wait and climb on board, now!
–alex
April 26, 2010
I attended my first social media gathering in Redmond at the Microsoft Conference Center on Thursday, April 15th, called Social Media 201. Plan to review the conference site for a wealth of resources, including a list of speakers and their respective Twitter handles. This event was spearheaded by a group of nationally recognized and socially savvy entrepreneurs and intrapreneurs. The classroom filled to capacity with a few hundred people, forming a microcosm of Puget Sound regional businesses. The event, described as delivering the next step in the evolution of social media knowledge, was attended by everyone from newbies (like myself) to highly experienced players in the space.
I learned a variety of lessons and will share a few key insights in this post. First of all, get ready to jump in, because there is plenty of water in the pool. There are an incredible number of users already involved in this arena. Facebook currently has 450 million users and 1.5 million Business Fan Pages and 20 million FB users join Fan Pages daily. As for LinkedIn, 67,000 people join daily. Twitter has 75 million users with 50 million tweets (or messages) sent daily. (Sources: Weaver SM201 presentation deck and via Sharon Gaudin post on Computer World.com)
Having said “go” (not that you needed permission), I will add that you do need to do your homework and learn from experienced peers, social media experts, books published on this topic, conferences, webinars, etc. Keep in mind that when you put something out in the black hole of the Internet, it can have a viral and immortal quality that may ultimately hinder your efforts to build your business and your reputation. Some strategies to consider as you put your toe in the water…
• Clearly identify your business, marketing and social media goals is paramount for success.
• Support your comprehensive and consistent branding efforts whether the brand is business or personal.
• Tactically build (viral, organic) buzz around a specific event, promotion or a call-to-action.
• Affirm your engagement in a dynamic conversation about your business, brand, products, or services.
• Develop a relationship at a variety of strata, from whimsical at the surface to deep into the core.
As in every successful relationship between two parties, you must respect the basics to:
1. Listen to feedback; appreciate the positive and don’t ignore the negative
2. Respect your audience, their needs and their time
3. Appreciate your customers and give without expectation
4. Be authentic and show your passions, interests and vulnerabilities
5. Become a trusted person in their network
Many will talk about the democracy of these tools – after all they are free and almost anyone with a smart phone or computer can immediately begin to play in the space. Yet it does require an investment beyond building your own social media capacity. You need to consider and secure resources to support the long-term active commitment that you make to your audience (followers, friends, connections), including time to engage, money for prizes/contests, market research/intelligence gathering, enhanced (graphic) design/branding and even building a team of professional communicators. Then there are pitfalls as you open yourself up to learn about the gaps in your brand’s promise, your customer service, your products performance or even liability, and how to handle responds to your detractors.
As a marketer, I am excited about my increased opportunities to connect with people beyond my immediate network. These tools offer another venue to increase my knowledge, empathy, network, drive and experiences and connect on new levels. I value the social component of these technology tools as they help us reach towards the higher levels of Maslow’s hierarchy, from love and belonging to self-actualization, as well as continue to flatten our planet.
The content rich conference was all work but @SeattleWineGal reminded us that we need time for play. She, along with the conference leaders Fresh Consulting and Eastside Entrepreneurs, organized a great wine and fabulous fare networking event for conference attendees in downtown Bellevue.
A special shout out to my friend, professional advocate and organizer of last year’s 101 and this year’s 201 conferences, Joe Kennedy, for the invitation (follow his wisdom @joesoc).
If you decide to jump in, then let’s tweet-up @ecomavenNW.
–alex
April 20, 2010
Last Friday, I had the pleasure of attending the 2010 Washington Innovation Summit hosted by the Washington Technology Center (WTC) at the Greater Tacoma Convention and Trade Center. This year’s theme came in three words, which could be taken as directives: Collaborate. Create. Grow. As noted in the welcome letter from WTC Board Chair Mike Schwenk, Innovation is an idea that is implemented…. Innovation requires courage, leadership and connections.
This year’s conference focused on three key verticals: aviation, defense and energy. My primary interest was in energy but I did hear the tail end of an interesting presentation on new materials and alternative fuels in the aviation industry. As many would expect, the next century’s transportation systems will look very different from the way we have traveled over the past 100 years.
The energy sessions focused on Washington’s role in evolving clean technology and in energy efficiency opportunities. Both these platforms provide significant economic and jobs benefits to Washington’s citizens.
In addition, a few regional companies and organizations were represented at the event’s Expo. I especially enjoyed meeting with the Staff of the Tacoma Visitors Bureau. Thanks to their enthusiasm and knowledge, I look forward to exploring the area with my family this summer.
Tacoma Public Utilities sponsored the luncheon program. The theme was most intriguing, as panelists looked 25 years into the future and beyond to explore some ideas that may become innovations. The discussion was designed to inform our business plans of today.
The primary areas addressed by Steven Ashby of Pacific Northwest National Laboratory related to the Smart Grid–or what he called the Power Net, a merging of information technology with utility-scale energy systems. He referenced new smart appliances that will make informed decisions on the best time to use power and will determine their own temperature settings based on supply, demand and, ultimately, pricing. He foreshadowed a requirement for an exponential increase in computing power. These “smarter” choices will result in less pressure on utilities to build new power plants that would require millions of dollars in capital costs as well as public support.
As a former Astronaut and veteran of five spaceflight missions, it is no surprise that Dr. Bonnie J. Dunbar, CEO of the Museum of Flight, underscored the need to keep exploring space, including our Moon and Mars. The return on investment benefits all of us here on Earth, and the amount of money spent on the space program is insignificant compared to its payback. The Earth is a closed-loop life supporting system and our learning from projects like the International Space Station allows us to develop technologies and processes that we utilize in our daily life. Specialized materials science, solar energy, and waste management are just a few of the real world–not Star Trek–issues addressed by NASA.
Science Fiction Author Greg Bear reminded us that our future relies not just on the numerate thinking of computers and math sciences, but ultimately on human intelligence and biological systems. We need to solve our own problems today and not wait for a mechanical or technological system to mitigate them. As we depend more on computers, we run the security risk of reliability disruptions and the personal privacy risk of having the details of our lives captured in data centers and possibly exposed in a detrimental way. Humans need to think through these key issues as systems are developed that automate various aspects of our professional and personal lives.
As a marketer, I found the Summit’s information download to be beneficial on multiple levels. One key area is in thinking about consumer behavior and some of the shifts that we will be asking people to make in their personal and professional lives. In order to be successful and sustainable, new innovations will need to address their roles in a system with limits on natural resources, including fossil fuels. Innovation must also respond to significant population growth, increased urbanization, more multiculturalism, and the geo-political challenges brought on by rapidly developing nations, economies and technologies.
Now go and develop your own revolutionary idea… and be a part of the solution.
–alex
April 13, 2010
Energy efficiency means using less energy to provide the same level of service. Using less to do the same or more is a mindset among business and eco-minded leaders, as it makes both economic and environmental sense.
According to the USGBC, “buildings in the US account for: 72% of electricity consumption, 39% of energy use, and 38% of all carbon dioxide (CO2) emissions.”
McGraw-Hill Construction’s latest SmartMarket Report, Green Building Retrofit & Renovation: Rapidly Expanding Market Opportunities Through Existing Buildings underscores the multi-billion dollar potential in the retrofit marketplace. “It is critically important that 20-30% of all retrofit and renovation activity will be green in five years because 98% of our buildings already exist, and they represent some of our most inefficient buildings,” said Harvey Bernstein, vice president of global thought leadership and business development, McGraw-Hill Construction.
Given the lackluster economy, new construction is predicted to remain slow at best. Therefore it makes sense to focus on retrofitting existing commercial building and residential housing stock as a way to improve energy efficiency–and to put a significant number of people back to work.
Energy efficiency does require an initial investment, whether looking at a commercial or residential project. The old adage rings true–spend money to make money, but in this case it is to save money, reduce energy use, and benefit the environment. Municipalities and communities can step in to help with the upfront costs of investing in energy efficiency, as many property owners want to do the right thing but are behaving very conservatively with respect to their own cash flow.
One innovative structure for financing these projects is called PACE, Property Assessed Clean Energy. As noted by PACE NOW this is a bond program “where the proceeds are lent to commercial and residential property owners to finance energy retrofits (efficiency measures and small renewable energy systems) and who then repay their loans over 20 years via an annual assessment on their property tax bill. PACE bonds can be issued by municipal financing districts or finance companies and the proceeds can be typically used to retrofit both commercial and residential properties. “
The program’s benefits include significant job creation for retrofit contractors and materials suppliers, acceleration of energy efficiency on existing buildings and homes, and a reduction in greenhouse gas emissions. In addition, substantial reduction of upfront costs for energy retrofits improves the project’s return on investment (ROI). With lower energy bills, mortgage borrowers can also illustrate improvements in cash flow and their credit profiles to qualify for mortgage or home enhancement financing, and an increase in property value from greener energy / home performance upgrades. There has been some push-back from banks and finance companies, as they fear the subordination of their rights as mortgage holders (since property tax liens are senior to mortgage debt).
So far, at least a dozen states have pushed forward and signed up to be a part of this program, which was originally approved in the progressive town of Berkeley, California (for additional insights on establishing your own program – check out this helpful site, http://rael.berkeley.edu/financing/resources).
Washington State is not currently a part of the program but I bet some environmentally progressive municipalities are working on this issue or a similar form of creative financing. Regional utility companies are also driving energy productivity as they provide significant incentives to their customers in support of their energy efficiency initiatives. If you know of a good program, please share it with our audience by providing a link to it in our Comments section.
Thanks for your energy in reading this post.
–alex
April 5, 2010
