1. 1 L. Nicole Doucette Career Portfolio Inaction is no longer
acceptable. Eric Lowitt,
2. 2 Table of Contents Personal MissionStatement page 4
Introduction page 5 Education Section page 6 Resume page 11
ReferenceSection page 14 ReferenceList page 16 Volunteer History
page 17 Professional Affiliations page 18 Career Pathing page 19
Work Samples Successful and Failed Sustainability Marketing page 20
Eco Consulting Marketing Plan page 23 Making Market Work page 36
People will always try to stop you from doing the right thing if it
is unconventional. - Warren Buffett
3. 3 Statementof Authenticity L. NicoleDoucette 13752 E.Lehigh
Avenue Aurora,CO 80014 July 29, 2013 I attest that the material
contained in this portfoliois my original work, andbelongs solely
to me. I own all rights connected to these pieces and reserve the
right to grant or deny permission to reprint them. L. Nicole
Doucette We areseeing the birth ofa new perspectiveof the world,
where ecology and economicsare twosides of the same coin. - Leif
Johansson
4. 4 At every level the greatest obstacle to transforming the
world is that we lack the clarity and imagination to conceive that
it could be different - Roberto Unger MISSION STATEMENT Enhance the
lives of those I meet in a manner that exhibits mutual respect;
continually strive to meet or exceed internal and external
shareholder needs and expectations with exceptional and courteous
service; remain coachable so I may continue to develop and learn in
order to make a progressive, effective and beneficial impact;
pursue goals with confidence and an optimistic attitude; leave an
imprint for future generations
5. 5 INTRODUCTION Many peopleask me, why sustainability?
Sustainability frontier innovationsyield bottom up and top down
returns equalinga triple bottom line advantage. Environmentally
friendly companiesreduceinputs, generaterevenuesfrom better
productsand create new business. My past experienceas a director of
operationshas developed managerial proficiency. My
transferableskills includecommunication, negotiating, decision
making, leadership, problem solving, educatingand time management.
I am searching for a CorporateSocial Responsibility position that
will allow me the flexibility of addressingissues of
sustainability, enact company sustainability trainingand
operations, collaborate with differentagencies ensuringthe company
iscomplyingwith environmentalregulations. In addition, I expect to
be challenged in reviewingand evaluatingthe
companyscurrentpractices and if appropriateintroducenew methodsof
sustainability practices deliveringvalue. The goal of sustainable
development is to enable all people throughout theworld to satisfy
their basic needs andenjoy a better quality oflife without
compromising the quality of life of future generations no
author
6. 6 ACADEMIC/EDUCATION PROFILE DeVry University Bachelor of
Science; Technical Management concentration Sustainability
Management Anticipated Graduation Date: December 2013 GPA: 3.7
Deans List (dates listed unofficial transcript) The Technical
Management program advances technical specialties to facilitate
development to supervisory and management positions. Technical
Management encompassed: Utilize applied research and
problem-solving skills, including presenting recommendations
through comprehensive reports, communicating effectively both
orally and in writing, and working effectively in leadership and
support roles within a team environment. Demonstrate supervisory
and management skills needed to effectively lead and support others
within a specialty and across business functions. Apply critical
thinking skills to identify and evaluate existing processes,
identify needs, and structure business approaches by using
established methodologies and standards Sustainability Management
encompassed: Environmental Economics - concepts of applying
economic models to the environment (air, water, land)
Sustainability Marketing - analyze marketing functions from a
sustainable practices perspective. Education is a human right with
immense power to transform. On its foundationrest the cornerstones
of freedom, democracy and sustainable human development. ~ Kofi
Annan
7. 7 ACADEMIC/EDUCATION PROFILE (cont.) Environmental Sociology
- environmental issues as perceived by society, including
ideologies, beliefs, economic and gender-based factors that could
affect finding and providing sustainable solutions to environmental
problems Renewable Energy: Science, Technology and Management - the
science and technology behind renewable energy technology while
considering the business decisions required to invest in - and
manage - systems using the technology Sustainability Management and
Administration - skills at managing and administering an
organization's commitment to long-term sustainability.
Sustainability Operations - operations functions for their role in
managing a sustainable organization Sustainable and
Energy-Efficient Computing - analyzing information systems for the
purpose of designing and developing environmentally responsible
options for reducing energy consumption and overall costs to
organizations Unofficial Advising Transcript Curriculum Name : L.
Nicole Doucette Student Type: Continuing Curriculum Information
Bachelor of Science Program: Technical Management College: College
of Business & Mgmt Campus: CO Greenwood Village Major:
Technical Management MajorConcentration: Sustainability Management
***Transcript type: Advising Transcript is NOT Official ***
TRANSFER CREDIT ACCEPTEDBY INSTITUTION Subjec t Course Title Grade
Credit Hours Quality Points ENGL 112 Composition PR 4.000 0.00 COMP
100 Computer Apps For Bus W/Lab TR 2.000 0.00 CRLE 12 Gen Cred In
Elec and Supt TR 12.000 0.00 CRLG 06 Gen Cred In Gen Ed TR 6.000
0.00 Period: Summer2011 SemesterHonors: Dean's List
8. 8 Subjec t Course Title Grade Credit Hours Quality Points
BUSN 115 Introduction To Business and Technology A 3.000 12.00 BUSN
319 Marketing A 3.000 12.00 MGMT 303 Principles of Management A
3.000 12.00 PSYC 110 Psychology A 3.000 12.00 Period: Fall 2011
SemesterHonors: Dean's List Subjec t Course Title Grade Credit
Hours Quality Points BUSN 427 Global Issues In Business A 4.000
16.00 ENGL 135 Advanced Composition B 4.000 12.00 MATH 114 Algebra
For College Students B 4.000 12.00 Period: Spring2012
SemesterHonors: Dean's List BIS 155 Data Analysis with Spreadsheets
with Lab A 3.000 12.00 SOCS 325 Environmental Sociology A 3.000
12.00 Period: Summer2012 SemesterHonors: Dean's List MATH 221
Statistics for Decision-Making B 4.000 12.00 SCI 204 Environmental
Science with Lab A 4.000 16.00 Term : September2012 PHIL 447 Logic
and Critical Thinking B 3.000 9.00 SUST 310 Renewble Enrgy: Sci,
Tech&Mgmt A 4.000 16.00 Period: Fall 2012 SemesterHonors:
Dean's List ECON 410 Environmental Economics B 4.000 12.00
9. 9 MKTG 440 Sustainability Marketing A 4.000 16.00 Term :
January 2013 MGMT 404 Project Management A 4.000 16.00 POLI 330
Political Science A 3.000 12.00 Period: Spring2013 SemesterHonors:
Dean's List Subjec t Course Title Grade Credit Hours Quality Points
ACCT 212 Financial Accounting B 4.000 12.00 LAS 432 Tech, Society,
and Culture A 3.000 12.00 Term : May2013 Subjec t Course Campus
Title Grade Credit Hours Quality Points BUSN 412 Business Policy A
4.000 16.00 SUST 320 Sustainability Mgmt & Admin A 4.000 16.00
Attempt Hours Passed Hours Earned Hours GPA Hours Quality Points
GPA Total Institution: 75.000 75.000 75.000 75.000 277.00 3.69
Total Transfer: 24.000 24.000 24.000 0.000 0.00 0.00 Overall:
99.000 99.000 99.000 75.000 277.00 3.69 COURSES IN PROGRESS Subjec
t Course Campus Level Title Credit Hours CARD 405 Online UG Career
Development 2.000 SUST 410 Online UG Sustainability Operations
4.000 September 2013 Subjec t Course Campus Level Title Credit
Hours BUSN 460 Online UG Senior Project 3.000 SBE 430 Online UG
E-Commerce for Small Business 4.000
10. 10 ACADEMIC/EDUCATION PROFILE (cont.) Ecotech Institute
2010 to 2011 (transferred 24 credit hours to DeVry University
Summer 2011) Renewable Energy Technology fundamentals of renewable
energy with a focus in engineering technology, environmental
technology, wind and solar technology The Way International, Camp
Gunnison LEAD Certificate Leadership, Education, Adventure,
Direction Training 2003-2005 Disciplines and skills applied in
numerous leadership activities such as leading meetings, planning,
coordinate events, outreach and public speaking. Health Enrichment
Center - Advanced Practitioner Degree; Lapeer, MI 1992 - 1997
Clinical approaches techniques, physician directed therapeutic
sessions (chiropractic, physical therapy, manual medicine, mental
health and Russian medical massage); anatomy and physiology;
kinesiology, pathology, hydrotherapy; business practices, marketing
United States Air Force Technical College - Intelligence Operations
Specialist; 1976 Intelligence Operations Specialist Analyze and
produce intelligence information; develop and construct target
materials in support of combat mission planning and execution;
evaluate intelligence information to determine whether it's
accurate and then disseminate to appropriate levels of command;
create databases for enemy forces, equipment, location and
capabilities to aid all levels of command; provide intelligence
briefings to commanders and aircrews ; provide information and
materials to commanders and mission planners for mission
construction and execution
11. 11 Resume Section L. Nicole Doucette 600 West County Line
Road, #12-202 Highlands Ranch, CO 80129 [email protected]
720-420-0905 CAREER OBJECTIVE To strive for excellence with
challenging assignments in the areas of Sustainability Strategy,
Development and Management by making the most out of innate
leadership qualities and acquired transferable skills for the
proper development and progressive growth of the firm EDUCATION
DeVry University Bachelor of Science; Technical Management
concentration Sustainability Management Greenwood Village, CO
Degree April 2014 Camp Gunnison LEAD Certificate
Leadership,Education, Adventure, Direction Training Certificate;
Gunnison, CO 2003-20057 Health Enrichment Center - Advanced
Practitioner Degree; Lapeer,MI 1992 - 1997 United States Air Force
Technical School - Public Affairs, Intelligence Operations;
Certificate; 1976-1977 PROFESSIONAL EXPERIENCE Massage Green Spa,
Highlands Ranch CO Dec 13 to present Director of Operations and
Guest Services Train, develop, and recruit talent management for
the betterment of the operation Professional speaking and
leadership demeanor meeting with local businesses and speaking
engagements Lead facility by example expecting team to follow suit
Standardize a cleanly and organized place of business that is
inviting to all guests Manage a team of up 30 employees that
include assistant managers, sales associates, massage therapists
and estheticians Maintain the daily well-being of facility location
through client service excellence Train, develop and hold teams
accountable for meeting and exceeding preset management objectives
including membership sales percentages, reduction in business
turned away, client and employee retention and all corporate
promotions that take place throughout the calendar year Develop
bi-weekly staff schedules and manage roster to effectively control
allocated staff hours to reduce overspend on payroll Resolve client
service issues within the same day of occurrence enforcing
operational procedures with team reducing and eliminating
occurrences Cultivate a team environment that drives profitability
through repeat business and membership-based sales Approve payroll
batches ensuring oversight and not overspending on unnecessary
areas Report directly to franchise owner on all deliverable items
Initiate and monitor sustainability practices throughout all
departments
12. 12 Massage Envy, Aurora, CO August 2009 December 2013
Therapeutic Massage Practitioner Perform consecutive 50-minute
quality massage therapy sessions Design specific sessions based on
client's individual needs Educate health and wellness benefits to
clients of receiving massage therapy on utilizing wellness plan
Create excellent experience for members/guests through friendly and
helpful attitude Generate new clientele through promoting member
referraland guest pass programs Meet set quarterly percentage
requests and sales Lets Coffee Chat, Aurora, CO July 2008 July 2010
Director of Marketing/Public Relations Improved sales
representatives training, conducted weekly training sessions
Formulated concepts and captured marketing format for client
respective business Cultivated client relationships through weekly
contact Maintained existing and developed new customers through
planned individual account support and liaison Determined,
expounded and evaluated marketing strategy based on knowledge of
establishment objectives, market characteristics and cost markup
factors Formulated, directed and coordinated marketing activities
and policies promoting products and services Conducted Discovering
New Businessseminars Mentored clients coaching in maximizing Lets
Coffee Chat service and achieving a 100% referral based business
Chiropractic Lifestyles, Colorado Springs, CO April 2008 August
2009 Marketing Director Researched and scheduled marketing events
Organized and coordinated educational seminars promoting Miracle
Year for Wellness classes Orchestrated business appreciation weeks
for local businesses Structured networking events to promote
Chiropractor and services Exceeded monthly sales quota Health
Markets, Colorado Springs, CO Feb 2005 Sep 2008 Insurance Agent
Consultant / Team Leader Ranked top producer for 12 agent office,
achieved team leader position mentoring agents Extensive experience
in selling life, health, Medicare,and supplemental types of
insurance Visited with policyholders delivered and explained
policy, analyzed insurance program, suggested changes Interviewed
prospective clients collaborating on specific needs Attended
networking events seeking opportunities for contacts and referrals
Liaison between underwriter and client Formulated systems for
client follow ups SKILLS Proven background in sales with special
emphasis on customer care; solid track record in relationship and
business management, developing and maximizing new business and
marketing strategies; excellent communication, leadership,
motivational skills and can interact effectively with clients,
business prospects and staff; excel in challenging, fast-
13. 13 paced, high-stress and deadline-oriented environments
individually or as part of a team; strong interpersonal skills
resulting in exceptional rapport with people initiating, promoting
and maintaining strong interpersonal relations; ability to work
courteously, professionally, and tactfully with the general public
in a variety of circumstances.
14. 14 REFERENCE SECTION I have known Nicole Doucette since
2005 as she worked for HealthMarkets from 2005-2008 as a Health and
Life Insurance Representative. I have been consistently impressed
by both Nicoles attitude towards her work and her performance on
the job. Her interpersonal and communication skills have allowed
her to develop productive working relationships with both our
clients and our staff. Nicole has the listening and interviewing
skills necessary to extract information from our clientele while
performing insurance need assessments. Nicole possesses solid
writing skills which have enabled her to compose quality
correspondence. She also has the analytical skills to diagnose
problems and devise viable solutions. Her ability to remain
unflustered during frenzied periods proves her ability to work well
under pressure. I recommend her for employment without reservation.
Please let me know if you need further information. Mr. Robert
Pavese Senior Sales Leader HealthMarkets 5510 N Union Blvd Colorado
Springs, CO 80918 719.959.0650 From the desk of Mr. Robert
Pavese
15. 15 I am pleasedto recommendNicole Doucetteas I believe that
Nicoles experience withLets Coffee Chat would complement her
careerinSustainability. Nicole was hiredin August 2008 as a trainee
and progressedinto the role of Director of Operations. She had a
staff of representatives reportingdirectlyto her and her duties
includedmaintaining sales through coaching, providing exceptional
customer service and followup on customer concerns. She assistedme
in Developing New Businessworkshops. To conclude, I was very happy
with Nicoles performance as myassistant and would not hesitate to
re-hire Nicole. I believe her experience in working with our
clients, her in-depthknowledge of educating consumers, and her
ability to communicate effectivelymakes her a strongcandidate for
the sustainability field. If you have any questions or concerns
regarding Nicole please contact me directly at 720-482-9000.
Demerique Novak Founder GOBNX/Lets Coffee Chat P.O. Box 2126,
Monument, CO 80132-8986 From the desk of Mrs. Demerique Novak
16. 16 REFERENCE LIST Personal Contact Information L. Nicole
Doucette 13752 E. Lehigh Avenue, Aurora, CO 80014 720.998.7645
[email protected] References Mr. Alexi Sarchett Personal
Insurance Director American Income Life 52 Milton Street Colorado
Springs, CO 80918 719.907.7186 Mrs. Nancy Hemsley Operations
Director Morgan and Rogers Dental Group 1001 Route 20, Suite 210
Colorado Springs, CO 80918 719.543-2209 Ms. Katherine Pearson Owner
Plymouth Flower Shop 108 Fifth Avenue Plymouth, MA 09764
534.890.7532
17. 17 VOLUNTEER SECTION Ministry Volunteer, July 1985 August
2005 The Way International Responsibilities Fellowship coordinator
leadership responsibilities Met with immediate leadership twice a
month Conducted home fellowship meetings two days per week Large
Meetings: coordinated physical set up Taught groups between 20 to
100 attendees Planned ministry weekly and monthly calendars and
schedules Outreach activities Counseling sessions; oversee members
physical, mental, and spiritual well-being Trained assistants for
expansion Provided support to ministry teams in performing
activities Identified volunteer opportunities within the ministry
Assisted in recruitment and training of volunteers Educated
volunteers about church vision and goals Familiarity with ministry
event management procedures and non-profit fundraising Wide
knowledge of human-management and organization-management Ability
to conduct fundraising events Ability to work coordinately with
other volunteers Ability to volunteer independently and in teams
Coordinated and executed church events. Performed donor prospecting
and communication activities Managed grant research and tracking
operations Completed financial administrative forms Without
community service, we would not have a strong quality of life. It's
important to the person who serves as well as the recipient. It's
the way in which we ourselves grow and develop. ~Dr. Dorothy I.
Height, president and CEO of the NCNW
18. 18 PROFESSIONAL AFFILIATIONS Think TQ Member since 2008 TQ
is a measurement of Time Quotientyour ability to produce results
over time. Daily TQ Smart Challenge, TQ Seminars and ongoing
training improving performance and accelerating potential equaling
high expectations and brilliant execution. The Pacific Institute
since 2010 The Pacific Institute is an international corporation
specializing in performance improvement and professional growth,
change management and leadership development. The guiding principle
of The Pacific Institute is that individuals, during their
lifetime, have a virtually unlimited capacity for growth, change
and creativity. Mastering your Potential class in 2010; member of
Winners Circle Network Associated Bodywork and Massage
Professionals (ABMP) since 1992 ABMP serves the massage therapy
community through practice support, ethical standards, legislative
advocacy, and public education. South Metro Denver Chamber of
Commerce since 2011 Attend networking sessions and community
service events Forwardthinking companies that adapt positively to
the sustainablebusinessagenda will beat the forefront of resource
productivity, reducing waste and of environmental reporting. They
andtheir management teamsmake things happenahead of their
competitors - Michael Meacher, Environment Minister (addressing
ENVEC, October 2002)
19. 19 CAREER PATHING ONE YEAR GOAL Find a sustainable
management position at a company where I can progress and take on
new challenges over time. Ultimately I would like to assume more
executive responsibilities and immerse myself in sustainable
strategy. Most importantly I want to work for an organization where
I can build a career. TWO YEAR GOAL Having increased my skill level
enough, I would embrace the opportunity to coach others how to
incorporate sustainable strategies. I have a passion for
sustainability and I have found that I really enjoy mentoring
colleagues, so I would be overjoyed to be able to combine the
twocontinuing to work in a sustainability role with training or
mentoring component to it. TEN YEAR GOAL Considered an authority
having mastered corporate sustainable practices; contributing value
and assuming escalated projects. Continue enhancing my skillset and
involvement in NGOs and political associations. Sustainability in
business is no longer a quaint subject relegated to the
philanthropy department. Its an emerging requirement for companies
from markets, investors, and stakeholders and as such it is
developing its own tools and standards. GreenBiz.com
20. 20 WORK SAMPLES Successful and Failed Sustainability
Marketing L. Nicole Doucette DeVry University Sustainability
Marketing MKTG440 Ayesha Kamal November 9, 2012
21. 21 Consumers are embracing environmental products and
services. The number of Americans who say they almost always or
regularly buy green tripled from 12% in 2007 to 36% in 2008 (The
Green Market Oracle, 2010). That is a 24% increase in one years
time during the beginning of a recession. This percentage has not
diminished and continues to grow as consumers demand environmental
products and services. It is crucial that businesses and service
industries include sustainability marketing in their protocols.
Insufficient sustainability marketing can profoundly undermine a
companys ability to survive. General Motors, an American icon, is
an example of insufficient sustainable marketing having lost their
market focus. The major myth is that GM is just one more victim of
the current global downturn. Not so for General Motors, whose
legacy of annual cash losses in high-growth, car-market years has
left it with little or no cash to deal with the downturn (More,
2009). GM developed the Chevrolet Volt electric/gas hybrid car in
2007. A major issue facing this particular model is that the Volt
is strictly a plug in car. Our transportation system currently does
not have recharging areas should one need to recharge their Volt.
In addition, the advertisements for Chevy Volt are not much
different than the ads they have for their other models or most car
advertisements on the whole. It does not distinguish itself as an
environmentally sound car. Toyota is one of the world's largest
auto manufacturers. The Prius model has become the best-selling
hybrid vehicle in the United States. Toyotas sustainability
marketing appeals to the environmentally conscious consumer. In
2005, Toyota budgeted 50 million dollars into its hybrid vehicle
advertising campaign, which dwarfed any other auto maker, according
to Advertising Age. Another example of Toyota's eco-marketing came
through a commercial that aired during the 2007 Super Bowl,
showcasing Toyota's "Hybrid Synergy Drive." This system allows the
driver to constantly monitor the amount of energy drawn from its
electric motor, as opposed to the less eco-friendly gas motor
(Rottkamp, 2010). Toyotas sustainability marketing includes strange
music, dancing suns, frolicking fields of grass, and young children
dressed as flowers engaging consumers in the environmental
experience. Business and society are no longer different entities
but intertwined. Realizing the new business-as- society paradigm
will require the efforts and ingenuity of organizations across
sectors and industries. It will
22. 22 challenge the current generation of business leaders to
apply their hard-won knowledge to novel problems and the next
generation to cut their teeth on issues of unprecedented importance
and complexity (Bansal, 2011) . The twenty first century has a new
marketing landscape, one that must entail sustainability marketing
in order to succeed. Works Cited Bansal, L. &. (2011, Jan/Feb).
THETOP TENREASONS WHY BUSINESSESARENT MORESUSTAINABLE. Retrieved
November 9, 2012, from Ivey Business Journal:
http://www.iveybusinessjournal.com/topics/social-
responsibility/the-top-ten-reasons-why-businesses-aren%e2%80%99t-more-sustainable
More, R. (2009, May/June). HOW GENERALMOTORSLOST ITS FOCUS AND ITS
WAY. Retrieved November 9, 2012, fromIvey Business Journal:
http://www.iveybusinessjournal.com/topics/strategy/how-general-
motors-lost-its-focus-%E2%80%93-and-its-way Rottkamp, R. (2010,
September 10). Examples of Companies that PracticeEcoMarketing .
Retrieved November 9 , 2012, fromLivestrong.com:
http://www.livestrong.com/article/252851-examples-of-companies-that-
practice-eco-marketing/ The Green Market Oracle. (2010, March 27).
Consumers Continue to Embrace the Burgeoning Green Market .
Retrieved November 9, 2012, fromThe Green Market Oracle:
http://www.thegreenmarketoracle.com/2010/03/consumers-are-embracing-burgeoning.html
23. 23 TABLE OF CONTENTS 1. Executive Summary page 4
Sustainability Market Opportunity Outlineof Products and Services
Portfolio page 5 Financial Summary page 5 2. Company Description
page 6 3. Strategic Focus and Plan page 7 Vision Core Values
Mission Goals: Non-Financial & Financial Core Competency &
Competitive Advantage 4. SituationAnalysis page 8 SWOT Social
Factors Economic Factors Technological Factors page 9 Competitive
Factors Regulatory Factors Additional Factors Chart page 10
Consumer Analysis page 11 Competitor Analysis Industry Analysis
Company Analysis page 12 Proposed by: Submitted to:
24. 24 5. Product Market Focus page 13 Marketing and Product
Objectives Target Markets Points of Difference Positioning page 14
6. Marketing Program page 15 Product Strategy Price Strategy page
15 Promotion Strategy Place Strategy 7. Financial Data and
Projections page 16 Past Sales Revenues Five Year Projection 8.
Organizational Structure page 17 9. Implementation Plan 10.
Evaluationand Control page 18 Conflict & Resolution 11.
Bibliography page 18 1. EXECUTIVE SUMMARY Natural Elements Eco
Consulting will afford consumers renewable and sustainable options.
We can offer products to residential and commercial users that will
not only increase Natural Elements profits, but allow its users to
live a greener lifestyle. With the growing concern for protecting
the environment, Natural Elements can become a frontrunner in this
progression. SUSTAINABILITY Twenty-five percent of Americans prefer
environmentally conscious products. Natural Elements is known for
both its innovation and ability to promote new products through its
popular marketing strategies. Natural Elements has the power to not
only raise awareness of environmental issues, but also enable
consumers to fulfill their part in sustainability by purchasing the
eco-friendly products that Natural Elements offers.
MARKETOPPORTUNITY In general, most people do not have additional
time to research all of the elements that entail environmental
sustainability. They have a genuine concern to contribute in
environmental sustainability; however, due to time constraints are
unable to research and implement options in greening their home or
business.
25. 25 The most economical and greenest source of power in the
Unites States may not be solar or wind, but the energy saved by
being more efficient. Most buildings in the Unites States waste
energy on lighting, heating, and cooling, as well as wasting water.
In addition, our built environment and their furnishings can emit
un-healthful substances like formaldehyde, creating health risks.
All of these inefficient buildings (residential/commercial) are
loaded with opportunities to do better. There is growing interest
among homeowners and small business owners in wasting less energy
and greening, but many are still confused by the wide choice of
products available. More people want to switch out old incandescent
light bulbs in favour of more efficient compact fluorescent light
bulbs (CFLs), but not every bulb is the same and some bulbs
flicker, light up slowly, or emit a harsh light that turns people
off. To bridge the gap between growing interest in greening our
homes and businesses, and the lack of knowledge of how to get
there, Natural Elements will provide an evaluation recommending a
variety of green changes in a 1-2 hour Green Makeover. The Unites
States population are in the beginning stages of living in an
eco-friendly way. Natural Elements gets the process started, and
from there it can go in many different directions. If the consumer
desires a deeper level of energy efficiency a network of
professionals has been developed in order to satisfy intricacies
including solar, wind and geothermal platforms. OUTLINE OFPRODUCTS
ANDSERVICES PORTFOLIO: Residential or Commercial Green Evaluation
Recommendations room by room list PureWash Eco Friendly Laundry
System PureAir Air Purification System PureHeat Heater and
Humidifier Energy Conservation: Heating, Air Conditioning, Phantom
Power, Energy Monitor, Dryer, Weatherization Energy Efficient
Lighting Water Conservation: Indoor and Outdoor; Water Purity Toxic
Free Living, Indoor Air Quality Recycling and Waste Reduction
Carbon Footprint Reduction Safety: Carbon Monoxide and Radon
analysis Green Business Certification Financial Summary Natural
Elements sales strategy is three tiered. First, the company will
plan on achieving first year direct sales of $290,000.00 in the
target market. Secondly, the company will plan to achieve a more
profitable level of sales equal to 25% of better years two through
five. Thirdly, the company plans to aggressively promote its
services with higher profit margins to allow for maximized profits.
In the second half of 2011 Natural Elements plans on breaking even.
In years two through five the company will become more profitable
as contracts and clientele increase and as the company learns to
become more efficient in operations. The initial startup expense
for Natural Elements include: capital $75,000, marketing $25,000,
and
26. 26 business support $5,000. Capital funds will be used to
purchase office space, specialized software, and field vehicle.
Marketing funds will be used for trade show booth design, trade
show attendance, company apparel and various print materials and
advertisements. Business support funds will be utilized to hire an
accountant. In order to properly fund the startup of Natural
Elements, the financing package consists of personal equity,
federal assistance and traditional borrowing. Nicole Doucette will
contribute a total of $30,000 or 30% of the project's total capital
costs. Federal Environmental will be approached to invest $30,000
or 30% of the project's capital costs. The remaining balance of
$15,000 or 20% will be financed by a commercial bank over a four
year term. COMPANY DESCRIPTION Natural Elements is a business and
residential eco consulting company. Nicole Doucette, founder, has
been in the educational environment the past year studying
Renewable and Sustainable Energies. She is presently enrolled at
DeVry University working on her Technical Management Degree with an
emphasis in Renewable and Sustainable Energy, having attended
Ecotech Institute the past year. Anticipated graduation from DeVry
University is July 2012. Natural Elements purpose is to bridge the
gap between the mounting interest in going green and the lack of
knowledge of how to get there. Natural Elements will bring
education in shifting to a greener lifestyle. While most consumers
wish to contribute to the green movements, a variety of factors can
hold them back from taking the sustainability plunge. There is an
overwhelming amount of information accessible and consumers are
overwhelmed by the volume of eco-conscious changes to learn about
and need to be made for both their homes and businesses. This large
number of people would benefit greatly from a simple eco-friendly
consultation and plan of direction from an eco-consultant. Using an
integrated process that is environmentally responsible and resource
efficient throughout homes, buildings or companys life cycle,
Natural Elements will provide the tools and means to: energy
conservation, energy efficient lighting, water conservation and
purity, toxic free living, indoor air quality, recycling and waste
reduction, carbon offsets, green cleaning and additional services
as the need arises. Green Business Certifications and Green Home
Certifications will be presented as they attain certain levels of
their green plan. At this time there is very little competition in
the Eco Consulting service in the Denver area. Natural Elements
will enable the communities to become more aware by offering eco
consulting services, follow ups, and various fundraisers in the
local area.
27. 27 2. STRATEGIC FOCUS AND PLAN VISION Natural Elements is
dedicated to assist eco-minded individuals create an
environmentally green community by assisting consumers acquire the
education, skills and resources necessary to enhance their existing
structures in a cost efficient manner. Small business is integral
providing the economic foundation our United States desperately
requires. Within five years, Natural Elements will have evolved in
providing employment to the Denver local economy with an additional
vision of franchising. COREVALUES Service Integrity Quality
Diversity Shared Purpose Stewardship of Resources MISSION Market
eco-consulting for business and residential consumers by providing
a simple step by step plan of sustainable options within their
facilities (rooms in homes) with an end result of a return on
investment GOALS Nonfinancial goals 1. Educate the how to save
thousands of dollars on expenses by making easy changes to
homes/businesses and lifestyles without turning going green into a
hobby 2. Hold no-cost GO GREEN Workshops in surrounding
communities, which provide some of the information otherwise
available in one-on-one consulting 3. Sponsor Green Fundraisers for
non-profit groups looking for an eco-friendly way to raise funds
Financial goals 1. A more diversified revenue base 2. Attractive
economic value added performance 3. Attractive and sustainable
increases in market value CORE COMPETENCY AND COMPETITIVE ADVANTAGE
Natural Elements has the exciting challenge of how to provide
smaller organizations with the resources they need to understand
how to make sustainable home and business practices the driver of
their success. Competitive advantage will be gained as a
technological leader with the benefit of significant occupancy of
small business and residential market segments. 4. SITUATION
ANALYSIS The SWOT (Strength, Weakness, Opportunities, and Threats)
analysis provides a brief description of the present environment in
which Natural Elements is operating. This is a quick overview of
our position among internal and external forces influencing our
operating strategies.
28. 28 Internal Forces Strengths Weaknesses Innovative
alternatives Upcoming competition ROI solutions Deficient capital
High depth of product line Lack of exposure Green evaluation
recommendation checklist Absence of a working team
Individualizedservices No inventory in stock Opportunities Threats
ExternalForces Little to no local competitors Consumerslack ofgreen
understanding Personalized one on one meetings Develop sense of
urgency regarding environmental categories Service, support and
ongoing green tips news page Economic downturn Referral networks in
place Terroristic activity SOCIAL FACTORS Joe Scarborough(Morning
Joe, MSNBC) continues to admonish lets start the discussion
regarding where our world sits in environmental issues. The
continued buzz regarding green technology can only present a great
opportunity for an eco-consultant. As Americans continue to hear
about the issues that continue to present themselves, they will
embrace solutions to a greater degree. ECONOMIC FACTORS The
economic scale also provides an opportunity for Natural Elements.
Solar, wind turbines and geothermal systems continue to decline in
pricing making it more affordable for the consumer. Many facilities
are opting to retrofit their existing buildings, again a very
affordable option rather than installing a total solar field. There
are many incentives in place from the Federal Government providing
finicial rewards for consumers to take the leap into greening their
homes or business facilities. TECHNOLOGICAL FACTORS Technology
continues to make tremendous strides in the green sector. As with
any technological devices, new products could possibly have a high
price tag associated with it. However, as with the IPhone, wait a
few months or so and the price decreases. COMPETITIVEFACTORS
Competition would increase the amount of exposure and marketing
funding Natural Elements would
29. 29 require. Green social entrepreneurs are certainly
creating an environment for high competition as they are poised to
compete with small green business entrepreneurs. On a larger scale,
Norway has just opened a solar plant in Castle Rock and Ikea will
open their Centennial store in just a few days. Europe has been
practicing green living since the Cold War and certainly have an in
depth understanding of the effects of green living and green
business practices. In the United States we are just scratching the
surface. REGULATORY FACTORS Regulations tend to threaten Americans
and they certainly do no want their lifestyles dictated. It is
threatening to be told that by 2020 Denver will be utilizing 20%
renewable energy off the grid. Not everyone wants to put in
whatever updates will be required in their home to meet this
particular regulation. CFLs are slated to replace all incandescent
lighting, again, not everyone utilizes CFLs and are reluctant to
change especially when dictated.
30. 30 CONSUMER ANALYSIS The primary target market for Natural
Elements will be in the Denver proper city limits, as well as,
surrounding suburbs and rural areas. Restrictions are unlimited as
consumers are in a position to begin sustaining their residences.
Businesses are also positioned to gain green certifications. Income
levels will be a factor in target market strategies on a
demographic level. Other factors are more relevant in determining a
target market such as lifestyle, behaviors, etc. Consumers, who are
very progressiveon environment and society issues and searching for
ways to do more, will be a high priority in strategically marketing
the consulting service. These consumers tend to not be concerned on
price points and have made a commitment to green lifestyles. In
addition, there is a demand for understanding how to move into a
renewable and sustainable lifestyle where consumers who wish to
make a change do not have any idea on how to accomplish this level
of lifestyle. Natural Elements will provide a room by room analysis
with a detailed checklist in categories such as: Energy
Conservation, Energy Efficient Lighting, Water Conservation, Water
Purity, Toxic Free Living, Global commitmenttosustainability
Demandforenvironmentallysustainablesolutions
Emergingtrendsincorporate social responsibility Offerings
Environmentallyfriendlymeasurestocostenergyconsumption
Economicstimuluspackage;greenceritifications,EnergyStar Maximize
costeffectivenessof renewable resources Marketing
Integratingnatural gasintorenewable energysystems Affordable
LEDtechnology Low cost greenbuildingandretrofitsManufacturing
GreenSocial Entrepreneursonthe rise China, Germany, IndiaandBrazil
gainingleadership positionsinsolar, windandbiofuels
Emerginggreenbusinessconsultingservices Research and Development
Federal, state, andutilityincentivesforrenewable generation
Regulationsrequiringcommunitiesat20% off the grid
Requirementsinplace fromincandescentlightingtoCFL Finance
31. 31 Indoor Air Quality, Recycling, Waste Reduction, and
Carbon Footprint. In addition a small fee for servicing products
purchased will be included in the checklist. Consumers will achieve
a Green Certification as initiatives are completed. Green workshops
and fundraisers will enhance the education process for consumers as
they do not wish to be a green hobbyist but have a source that can
educate them. COMPETITOR ANALYSIS In this decade and the coming
century, the natural environment will be an important arena for
economic competition. Ecological issues regarding energy, natural
resources, pollution, and waste offer competitive opportunities and
are changing the competitive landscape. Small firms are able to
compete by specializing in regional markets or particular areas of
expertise having the advantage of providing a wide range of
environmental expertise and can thus offer "one-stop shopping" for
clients. Environmental technologies are being adopted widely and
are collectively affecting the competitive landscape. They permit
firms to remain competitive in global markets, reduce costs and
production times, and enhance strategic flexibility. In some cases
environmental technologies are the source of cost reduction. The
Denver, Colorado community has little competition as the only other
company services large corporations accomplishing large scale
inspections, such as mold. The road is completely open for a small
business to service residences and small business facilities.
INDUSTRY ANALYSIS According to Kevin Doyle, president of Green
Economy, a Boston-based firm that promotes an environmentally
healthy workforce, the green industry in the United States in 2005
was about $265 billion employing 1.6 million people in an estimated
118,000 jobs. This information was adapted from the Environmental
Business Journal, he says, and does not include the organic
industry. Green businesses have also been growing at a rate of
about 5% annually during the last three years, Doyle says. Two
particularly hot areas are global carbon credit trading, which
doubled to $28 billion from 2005 to 2006, and construction and
services associated with ''green buildings'' that meet industry
standards set by the U.S. Green Building Council. Today, the green
building industry is worth $12 billion; 10 years ago, it was
unquantifiable.
(http://www.forbes.com/2007/07/02/environment-economy-jobs-
biz_cx_bw_0703green_greenjobs.html) COMPANY ANALYSIS Natural
Elements is in the introduction stage (soft launch) of its
marketing strategy. Nicole Doucette, founder, has been involved in
sustainable products for the past 10 years. She was introduced to
sustainable concepts after suffering from migraines for many years.
After purchasing a PureAir unit, her migraines began to diminish
and she became educated in the quality of indoor air. This
curiosity of self- educating opened doors to many avenues of the
sustainable environmental community. Consumers need to have a one
stop source who understands the variables that enhance green
living. In addition, receiving a return on investment allows the
products to basically sell themselves. These ROIs are documented
from utilizing their past utility expenses, current products, etc.
and comparisons reviewed on a monthly basis for the first 3 months
of usage. 5. MARKET PRODUCT FOCUS MARKETING AND PRODUCT
OBJECTIVES
32. 32 Natural Elements objective is to educate consumers
understand why it is so important to Go Green, then providing a
workable roadmap for them to follow in order to change their
personal and business lifestyles. Going Green is an incremental
process. As with many other efforts, there will be easily
attainable action steps and more advanced requirements. It is
impossible to say how far along the Green path any one should
travel, but a focused effort can have a meaningful impact. There
has never been a more appropriate time to Go Green. Its value is
recognized more so than ever before. Natural Elements will
collaborate to accomplish this essential objective. Natural Element
carries a variety of products. The PureWash, PureAir, and PureHeat
systems are portable, affordable, state of the art products. Our
portfolio includes products for lighting efficiency, recycling and
waste, energy efficiency, water quality and more. We work with many
suppliers ensuring the right product to meet the demand of the
consumer. Should the consumer desire a more intricate level of
renewable energy, a network of contractors is in place to satisfy
solar, wind or geothermal systems. TARGET MARKETS Green consumers
carry some common characteristics. They have common attitudes and
beliefs: a commitment to green lifestyles; critical of their own
environmental practices and impact; searching for companies that
incorporate green practices; overstate their green behavior; want
environmental protection to be easy; lack knowledge about
environmental issues but eager to learn. As we are in are startup
phase, marketing strategy will target residential and facilities
that use washing machines i.e. Massage Envy, hospitals, etc. (Refer
to chart below for additional target markets). POINTS OF DIFFERENCE
Natural Elements features green home and office makeovers.
Consumerswill be provided with detailed recommendations, a roadmap,
after an in depth tour of their home or office. These
recommendations will offer immediate steps which can be taken. The
major topics covered in the Green Makeover include: energy
conservation, water conservation, water purity, indoor air quality,
toxic-free living, energy efficient lighting, recycling, waste
reduction, and safety and emergency preparedness. With electric,
gas and water costs going up, investments to conserve in these
areas also make great financial sense. Consumers can save thousands
of dollars by just making a few small adjustments. For example,
energy-efficient light bulbs can cut your electric bill
significantly, and low-flow shower heads can save thousands in
reduced utility costs to heat wasted hot water. In addition,
businesses can attain a Green Business Certification. Along with
the consulting service, local clients receive a three-month
membership to Natural Elements database. This extensive, green
database allows clients to research green-focused questions that
may arise after the initial Green Makeover. It also allows clients
the ability to submit questions to Natural Elements for an answer
to any question not covered in the database. Clients will receive
Innovations, a single page monthly news brief, including relevant
topics that require little to no funding to incorporate. Go Green
workshops will be offered in the community. Topics will be shared
on how to incorporate a more sustainable lifestyle including guest
speakers. Ideas will include actions that do not cost a penny.
Other changes require a small investment to earn big dividends.
Green fundraisers, benefitting local community charities, will be
held. POTENTIALCUSTOMERS POINTS OF DIFFERENCE Residential Checklist
walk through; green certification
33. 33 POSITIONING Natural Elements aspiration is to be known
as the expert in simplifying environmental sustainability for homes
and businesses. Our aim is to have a large referral based business.
The portfolio of products allows consumers to pick and choose which
areas they are interested in greening with a plan of action for
additional revenues to be gained with repeat business. With the
many fundraisers planned, Natural Elements can gain exposure being
a part of the solution in bettering our local community. 6.
MARKETING PROGRAM PRODUCT STRATEGY The core of product strategy is
the one-on-one home/facility walk through. There is a fee for this
service as it shows their genuine level of interest. From the
checklist of recommendations, their road map, products can be
discussed. PRICE STRATEGY Natural Elements seeks to gain profits;
specifically, maximizing current profits. Measurements will be
accomplished on a monthly basis. Sales will be the major factor in
gaining profits with service as a secondary factor. Since Natural
Elements is in its startup phase a monthly review will enable the
company to determine price point objectives and adjust prices once
sales and profit figures are plotted and analyzed. recommendations
Baby Boomers Lighting, Air, Water, Energy, etc. affordable user
friendly products, installation and service, onepoint of contact,
utility usage comparisons Households w/Children AIR PURIFICATION:
Concerns of H1N1, flu, asthma; GT3000 addressesall of these in
sanitizingto the point of 99% effective; also addressE. coli, mold
and otheraircontaminants Home Based Business Energy
conservationaddressing lightingand vampire powerwith energy
comparisons, onesource contact Commercial Checklist walk through;
green certification recommendations Hospitals, Massage Clinics Pure
Wash: unit attached to washer requires no detergent, bleach orhot
water; saves green on environment and expenses Salons Air
Purification: customers services enhancedwith lack of toxic smells
from hair dyes, nail fumes, etc. POTENTIALCUSTOMERS POINTS OF
DIFFERENCE Schools/Child care facilities AIR PURIFICATION: Concerns
of H1N1, flu, asthma; GT3000 addressesall of these in sanitizingto
the point of 99% effective; also addressE. coli, mold and
otheraircontaminants; Air certification value proposition for
attaining new clients
34. 34 PROMOTION STRATEGY Create awareness in the community by
sponsoring water conservation workshops which will, in turn, peak
consumers interest in the PureWash benefits. Offer consumers a one
week trial of the PureWash system allowing them to evaluate
attributes of eliminating the use of bleach, hot water and laundry
detergent. The system sells itself; once in use the customer will
understand firsthand the benefits of utilization in saving money
and contributing to a holistic environment. A walk through can then
be accomplished as most consumers will ask what else do you have?
Workshop venues will be posted on Facebook.com and Meet-up.com two
weeks prior to meetings. In addition, emailing to Chamber of
Commerce members and Massage Envy locations will be included in the
distribution. Invitation will include a reservation link in order
to anticipate guests. Once consumers have purchased a system,
follow-ups will be coordinated on client referrals. An Eco Friendly
public announcement will be aired in conjunction with meeting
dates. Glossy prints of the promotion will be distributed in the
Sunday Denver Post every other week for six months. PLACE
(DISTRIBUTION)STRATEGY At present Natural Elements operations are
in a virtual capacity. Interactions are accomplished via telephone,
email, social networking sites. Chamber of Commerce networking
events and Meet-up.com meetings add another layer in distribution.
Establishing relationships is key in eco consulting as consumers
have to establish a trust factor. 7. FINANCIAL DATA AND PROJECTIONS
PAST SALES REVENUES There are no past sales revenues as Natural
Elements is in its initiation stage with a soft launch set for
September 2011. FIVE YEAR PROJECTIONS The starting point for
Natural Elements is the home/facility green evaluation. The fees
are: Commercial Environmental Walk through - $ 300.00 Residential
Environmental Walk through - $ 150.00 The customer will receive a
portfolio with environmental recommendations in which they can
determine implementation time frame. Service on products purchased
is included in the fee, as well as, no cost building and equipment
revisions they can execute themselves. The fee is well worth the
amount of information they will receive and the consultants time.
The five year projections are based on 10 presentations per week (5
business and 5 residential) for the first year and a 25% increase
subsequent years. We will employ one additional person each year
who will receive a commission based salary. Calculations are based
on break-even point with 50% (conservative figure) of meetings
purchasing green products at an average of $500.00 for residential
and $1000.00 for businesses.
35. 35 8. ORGANIZATIONAL STRUCTURE Natural Elements is owned
and operated by L. Nicole Doucette. She is actively involved in the
South Denver Chamber of Commerce acting as the Chambers Director of
Operations Assistant on a part time basis. With her affiliations
she has built relationships within her sphere of influence. As she
believes in small business building our local economy, she plans on
hiring staff in the second year of operations consisting of sales
and an assistant continuing in this vein until there is a staff of
fifteen employees. 9. IMPLEMENTATION PLAN The kickoff of Natural
Elements will begin with the PureWash Eco Friendly Laundry System.
Workshop venues will be posted on Facebook and Meet-up.com two
weeks prior to meetings. In addition, emailing to Chamber of
Commerce members and Massage Envy locations will be included in the
distribution. Invitation will include a reservation link in order
to anticipate guests. Once consumers have purchased a system,
follow-ups will be coordinated on client referrals. An Eco Friendly
public announcement will be aired in conjunction with meeting
dates. Glossy prints of the promotion will be distributed in the
Sunday Denver Post every other week for six months. Pretests will
be conducted at various HOAs (Home Owners Associations) inviting
the home owners community for the workshop and free trial. As these
meetings are conducted adjustments to the promotion will be
adjusted as dictated. Post testing will be directed to same testing
market enabling Natural Elements to adjust changes as necessary.
The message remains the same regardless of promotional venue: Eco
Friendly Laundry Systema consistent, self-explanatory tag line
establishing PureWash branding recognition along with the logo. The
soft launch of Natural Elements will encompass advertising
components of radio, newspapers, internet and direct mail. Initial
meetings with local radio stations have proved beneficial as
directors are embracing the environmentally friendly message. Most
have agreed to a public service announcement detailing workshop
meetings, not the PureWash System as this would enter into a
product and funding would be necessary to broadcast. The Denver
Post promotional glossy prints will be included in the $-
$100,000.00 $200,000.00 $300,000.00 $400,000.00 $500,000.00
$600,000.00 $700,000.00 $800,000.00 2012 2013 2014 2015 2016 Eco
Product Sales Forcast Sales
36. 36 Sunday distributions and run every other Sunday for six
months. The prints will include a call to action as potential
guests will have to log in and reserve their spot at Meetup.com.
Utilizing Facebook.com and Meetup.com sites will create a buzz.
These advertising venues are basically no charge and can reach
communities in a diverse manner. A link on Facebook.com will enable
guests to reserve their spots on Meetup.com entailing details of
the workshop. Other media advertising will include Chamber of
Commerce networking events with email follow-ups (including current
members). This campaign does not entail a major funding from the
advertising budget in the soft launch enabling funding to
accumulate once sales progress. The coordination of radio and
newspaper release, along with internet exposure, should gain
community awareness in the PureWash System. 10. EVALUATION AND
CONTROL Natural Elements mission is to market eco-consulting for
business and residential consumers providing a simple step by step
plan of sustainable options within their homes and facilities with
an end result of a return on investment. When goals are unmet,
remediation procedures will be implemented as follows:
CONFLICT/RESOLUTION 1. Upcoming Competition - continue branding
Natural Elements as the expert in community eco- consulting
companies. Researches said companies for comparisons and emphasize
Natural Elements points of difference. 2. Deficient Capital - sell
personal assets in order to gain needed capital including personal
home, stocks, bonds, etc. 3. Lack of Exposure increase marketing
strategies to include television exposure 4. Accelerated Growth
training manuals in place to train quickly but effectively; rent
storage space and keep inventory in stock rather than drop shipping
11. BIBLIOGRAPHY Wingfield, B. (20071, July 7). For Job Market,
Green Means Growth - Forbes.com. Retrieved August 17, 2011, from
Forbes.com:
http://www.forbes.com/2007/07/02/environment-economy-jobs-
biz_cx_bw_0703green_greenjobs.html Making Markets Work The Making
Markets Work reading was eye opening. All in all, I agree with the
information provided. There are many elements to this discussion
and I would like to respond with my personal thoughts and
observations on a few of the topics. Politics! I believe they are
closely tied to markets. Lets start with campaign funding.
Candidates from both parties depend on large private contributions
versus small donations. The business sector provides an exorbitant
amount of money to campaigns. Encouraging legislative bodies to
favor their agenda: ExxonMobil spent about $6.7 million on federal
lobbying in the last quarter of 2009, Chevron increased its
spending on federal lobbying by 60 percent during 2009,
ConocoPhillips federal lobbying more than doubled between 2008 and
2009 and BP spent about $16 million on federal lobbying during
37. 37 2009, an increase of 53 percent compared to its 2008
spending. (Beckel, 2011). As these companies lobby and contribute
to campaign funds they protect their profits, receive tax breaks,
move their interests and damper the renewable and sustainable
energy business sectors. It seems we have surpassed Maslows
Hierarchy of needs water, air, nourishment, sleep. Looking at the
animal kingdom there is no evidence they live in a state of
dissatisfaction. They are content with what they have. What drives
us to materialism? I suppose it is the constant bombardment of
marketing; however, we still have free will. We dont have to
succumb to the newest, biggest, better this and that. And it doesnt
make us any happier or better, our materialism, or sense of
entitlement to materialism, continues to erode the earth as we have
to dispose of the biggest, newest gadgets at some point and
contributes heavily to the carbon footprint. We are very
intelligent as we have devised every gadget known to man and
continue on this quest but cannot seem to figure out how to capture
energy from solar and wind. In addition, in order to live on a
sustainable level it costs so much more than the way we live now.
As I was having this discussion with a local contractor, he
indicated that these high costs are not in line with what it costs
to build. Another ploy to gain more money and discourage a
sustainable way of life advancing us into greater materialism.
Businesses need to include environmentalism in their strategic
business plans. It has to be accomplished with intention of
eliminating waste and toxicity. The European Union is poised to
mandate ESG (environmental, social, and governance) reporting
within the next year, a significant step toward mandated integrated
reporting. A sustainable society requires the vast majority of its
companies to have sustainable strategiesdefined as those that
create value for shareholders over the long term while meeting the
needs of other stakeholders and not taking excessive or uninformed
risks. Integrated reporting is both the most effective way to
communicate a companys performance in implementing a sustainable
strategy and a form of discipline to ensure that it has a
sustainable strategy in the first place (Krzus, 2010). Its time for
a change - Insanity: doing the same thing over and over again and
expecting different results. Albert Einstein Bibliography Beckel,
M. (2011, January 21). New Lobbying Reports Show Big Business Keeps
Spending to Influence Politics. Retrieved May 11, 2012, from
OpenSecrets.org:
http://www.opensecrets.org/news/2010/01/new-lobbying-reports-show-big.html
Krzus, R. G. (2010). United Technologies Corporation, One Report:
Integrated Reporting for a Sustainable Strategy. New York: John
Wiley & Sons, Inc.