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Green Spaces NY – An Incubator for Social Entrepreneurs and Green Business Opens In Tribeca
Posted on 11. Dec, 2009 by Justine Suh.
Green Spaces New York, space for social entrepreneurs and green business ventures, officially opened their new location in downtown Manhattan last week. Green Spaces is an incubator model that encourages like-minded entrepreneurs to pool resources and ideas to ensure success of their sustainable business ideas.
Green Spaces offers various amenities for your start-up needs. A rental ranges in price from $550 a month for a full-time private space to $35 per day for drop-ins sharing an open work area. Services include a conference room, an intern program, newsletter advertising and recommendations for companies that provide bookkeeping, accounting, marketing, graphic design, and technology and sustainability consulting assistance.
The Clubhouse Membership for EcoPreneurs is also offered. This membership includes access to networking events, film screenings, gallery openings, supper clubs, pop-up retail shops, happy hours, educational workshops, and entry pass to the national Green Spaces community.
Green Spaces is located in the ultra-hip Tribeca area and its vast 5,300-square-foot loft is truly Green as its name implies. It is refurbished with entirely vintage and reused furniture. The office uses 100% wind power energy. Green Spaces has low-power utilization through a passive heating and cooling system, and is implementing a composting system and partnership with Community Supported Agriculture (CSA).
As a welcome offer for its new community into their Manhattan space, Green Spaces is offering a FREE One Day pass for individuals interested in a green working space.
To schedule a tour, utilize your FREE One Day Pass, or for more information on membership levels, contact Emma Grady at emma@greenspacesny.com.
Photos: courtesy of Green Spaces NY
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Interview with Sharon Greene of RISC: Companies Need to Understand Positive Consumption
Posted on 03. Dec, 2009 by Justine Suh.
I recently had the pleasure of speaking with Sharon Greene, Managing Director of global trends and consumer behavior consultancy, RISC International. Unfortunately, she was unable to attend the conference due to pneumonia, from which she has now recovered. She was gracious enough to give a phone interview with revealing insights into what she would have shared at the OG09 ‘What’s Hot, What’s Not, What’s Next’ panel.
Based in Paris, France, Sharon and RISC have extensively researched views of European consumers in comparison to U.S. consumers on what they expect from companies and products in terms of “greenness”. She has many interesting examples to give with RISC data from ten countries across Europe, the emerging markets and the US to show that this is a growing trend in consumer wishes.
RISC has identified a new trend called Positive Consumption, which shows that consumers today have multifaceted needs when buying a product: health effects, ethics, social responsibility and corporate fairness in addition to green values (described after ASCENT figures below). Sharon also shared some of the revealing changes in consumer attitudes in RISC’s Annual Scan of Consumer Evolutions and New Trends (the ASCENT program).
ASCENT and Positive Consumption in the US:
The figures quoted below come from the ASCENT program which is an annual survey containing up to 500 questions which is administered to over 30,000 respondents around the world (5 European Markets – UK, France, Germany, Spain, Italy, the US and the BRIC- Brazil, Russia, India, China). The questions asked covered areas such as life values (attitudes on family, work, friendship, money, community, religion and so forth) lifestyle behaviors, and attitude consumption behaviors and attitudes and a significant convergence technology sector which studies the increasing importance of technology as a vector of social change around the world.
- The desire to do something to help protect the environment has been on the increase in the US since 2004 when only 27% of the population agreed that they shared this desire today it is over 40%. Although the dynamic is positive, we can compare the same figure for Europe where the corresponding figure is over 56%
- The need to look at what products are made of and concern for the effect of products on health have been on the increase since 2002 and have risen from 56% to 70% over the period observed.
- The wish to contribute to society is equally in a very positive dynamic in the US, having increased from 41% in 2006 to 55% today.
- 56% of Americans say that they pay attention to the way they live in order to feel good, this has increased from 40% on 2004
- 47% of Americans agree that they purchase more and more organic food and 57% declare that they try to choose natural products.
RISC’s Positive Consumption Levels Excerpts:
Ecological Effects:
The ecological facet of Positive Consumption is characterized by an active concern for environmental issues. The French already display high levels of involvement on green issues, and this trend is increasing. Other European countries are following suit. Japan is also a major source of eco-innovations and paving the way for eco-behaviors. Americans, on the other hand, are currently less involved, but the trend is growing.
Health Effects:
The health dimension reflects concerns for the effects that products can have on our health. According to RISC, Europeans and the Japanese consumers are ahead on this trend, while US consumers are catching up, and awareness is rising in BRIC countries. For instance, 82% of Europeans (84% in Italy) consider healthy eating to be the best medicine.
Ethics:
The ethical aspects of consumption involve preference for ethical businesses, and a declared feeling of guilt associated with buying from unethical companies. Ethical concerns are strong and growing in most countries, with the notable exceptions of Russia and China. With the current economic crisis, companies might be tempted to overlook ethical standards. This would be a mistake however, since the crisis has also shown the limits of what consumers perceive as “immoral” forms of capitalism. This goes some way into explaining why, although consensus is building around the necessity to enforce ethical rules, consumers aren’t ready to bear the costs of fair trade an responsible production: in the U.S., since 2005 the willingness to pay 10% more for fair trade products has dropped from 62% to 52%. It has also dropped in Europe, as well. Underlining this decrease is an increasing belief that ethical behavior by producer/manufacturer should be a standard and not an excuse to make the consumer pay more.
Feel Good:
The feel good side to Positive Consumption is characterized by an aspiration towards enhancing individual well-being. US consumers are particularly involved in active forms of self-care, a trend which is also growing in European countries and particularly in France, where for instance the Wii Fit has been topping the sales of video games since its release in April 2008. More passive forms of self-care such as spas, massages and relaxation are preferred in Japan and the BRIC countries.
Further, Sharon discussed how relevant this Positive Consumption is in the current economic crisis. This is a moment of truth for businesses, she says. Success will be granted to those who adapt rapidly, otherwise they risk disappearing from “the storm”. Positive Consumption is the new reality. Businesses must understand how to translate these aspirations into a concrete offer and create value for the customer if they want to use this understanding for growth and innovation – as well as changing the world for the better.
RISC advises multinational companies such as Nokia, Philips, L’Oreal, Lacoste, Yves Rocher, and Proctor and Gamble on how to better communicate with the positive consumer. Sharon is a regular participant at many global green events and regularly contributes to major media outlets such as Marketing Week and the BBC.
To find out more information about RISC and their research, visit http://www.risc-int.com/.
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Interview with City Light Capital: Tips From Venture Capital To Fund Your Sustainable Business
Posted on 24. Nov, 2009 by Justine Suh.
I recently met with Josh Cohen, the Managing Partner of City Light Capital, a New York City based venture capital firm that invest in early stage, for-profit businesses that create solutions in Safety and Security, Education and Media, and Energy and the Environment.
Watch my two-part interview with Josh as he describes how he started City Light, what VC’s look for when evaluating a company, tips on how to woo investors, insights on what traits he looks for in a CEO and much more.
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Live Blogging at OG09: Congratulations OG25 Winner Ecovative Design!
Posted on 08. Nov, 2009 by Justine Suh.
Congratulations to Ecovative Design as the winner of the OG25 competition! Ecovative Design works with nature to replace unsustainable plastics and foams with natural composites. Using innovative new materials and radical new technologies, their products perform at least as well as current state-of-the-art synthetics, but at a lower cost to both you and the environment. The OG09 attendees were allowed to either text in or Twitter their favorite company for this “People’s Choice” award.
Competition was very tight and there were such a breadth of innovative ideas including: healthy vending machines, green roofs, green, multi-purpose compostable pizza boxes, gourmet mushroom growers, artisan sustainable seafood, green building companies, and heavy duty electric trucks. For the full list visit OG25. Very inspiring to the audience!
The OG25 open business competition recognizes the most promising start-ups committed to building a new green economy and will highlight initiatives in clean technology, product design, mobility, social innovation, water and resource conservation, food systems, community development and more.
All OG25 finalists were showcased and won a free pass to attend the Opportunity Green Business Conference 2009.
The finalists competed on stage for a chance to be named Opportunity Green’s Top Start-up of 2009.
Congratulations to Ecovative Design, as well as all of the finalists on your incredible accomplishments and efforts to lead us in the sustainability effort!
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Live Blogging: ‘Story of Stuff’ Team Discusses Importance Of Storytelling at OG09!
Posted on 07. Nov, 2009 by Justine Suh.
Story of Stuff creator, Annie Leonard, and Jonah Sachs of Free Range Studios discuss the importance of storytelling when building your brand. Being authentic, speaking to the core truths and showing the connections were all themes they expounded upon. Leonard and Sachs emphasized that you should not just throw around statistics because that shuts people down – particularly applicable when conveying environmental information. Connecting the dots between statistics and the story behind the numbers is important because it is easy to get bogged down by the details and forget to emphasize how it applies to daily life and emotion.
The Story of Stuff is a 20-minute, fast-paced, fact-filled look at the underside of our production and consumption patterns. The Story of Stuff exposes the connections between a huge number of environmental and social issues, and calls us together to create a more sustainable and just world. It’ll teach you something, it’ll make you laugh, and it just may change the way you look at all the stuff in your life.
The Story of Stuff book will be available on March 9, 2009. For more information visit Story of Stuff.
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GreenHouse International Woos Investors At Roadshow In NYC
Posted on 12. Oct, 2009 by Justine Suh.
On October 8, GreenHouse International held its road show for the financial investment community at the Green House Club (no relation to the company) in downtown Manhattan. GreenHouse International, a San Diego-based eco-house builder and provider of alternative fuels, is raising money in efforts to establish a network of ethanol filling stations that are literally in people’s backyards.
GreenHouse has an exclusive contract to install the EFuel MicroFueler, made by E-Fuel of Los Gatos, CA. Invented by Tom Quinn, a Silicon-Valley entrepreneur who also developed the motion-control system for the Nintendo Wii, the MicroFueler comprises a 250-gallon feedstock container and a separate unit holding the still, fuel tank and pumping station. The equipment sells for $10,000 but buyers receive a tax credit of $5,000 which halves the cost.
According to Karen Hutchens, the PR representative for GreenHouse says “we have been very well received by the investment community this week – across large scale and social capital investors.” She adds that GreenHouse’s announcement regarding the agreement with Las Vegas on the non-food based ethanol to fuel the municipal of Las Vegas has helped significantly.
Its three primary business segments—GreenHouse Builders, GreenHouse Energy and GreenHouse Community—address broad markets from homeowners and the building industry to corporations, governments, and Third World countries. GreenHouse has received substantial press with the help of GreenHouse investor and early adaptor, LA Laker Shaquille O’Neal.
Opportunity Green representatives present were OG Advisors, Marc Alt and Lex Heslin, along with Justine Suh, the East Coast OG Contributor.
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Interview with CEO of Rajboori Home Décor: TIME’s Style and Design Green 100 Pick
Posted on 06. Oct, 2009 by Justine Suh.
OppGreen recently had a chance to catch up with Mitun Chakrabarti, CEO of Rajboori – one of TIME’s Style & Design’s 100 Green Design companies for Home Accessories. Vancouver-based Rajboori is a unique and modern eco-friendly collection of vibrant and luxurious quilts, throws, and pillows that embody a contemporary and innovative take on ancient craftsmanship. I asked her about her company, the market opportunity for eco-friendly products, how she started her company, and advice she has for eco entrepreneurs.
Read how this former tech-savvy MBA and her NYC-based industrial designer/partner turned a passion for great design into an acclaimed home décor company.
OG: What do you think is missing in the eco home décor market?
MC: I think the eco-home décor market lacks “pizazz”. There isn’t enough variety and innovative design available, especially, in the home textiles market. Colors are still limited to mostly neutrals. That also means there is an opportunity to fill the gap. As companies spend more R&D time and effort behind developing more interesting products while still being eco, there will be greater choices for the end consumer.
OG: What makes Rajboori an eco-friendly and sustainable business?
MC: Rajboori home textiles are made of Peace Silk. This unique silk is made from the cocoons of wild or semi-wild silkworms found exclusively in India. Unlike other commercially available silks, in this case the silkworm is allowed to live out its full life cycle. Instead of stifling the pupae to obtain reeled yarn, the silk is degummed and spun like other fiber. The resulting yarn is soft, fluffy, and light with a texture similar to cotton mixed with wool. It is rare and not readily commercially available. Additionally, we use organic dyes and use natural resources, the sun, for drying which makes it more energy efficient.
We work very closely with artisans who live in a village just outside of Calcutta, India and in Calcutta who meticulously handcraft the desired patterns and weaves. The community of weavers have had their skills handed down from generation to generation for 600-700 years. Through our efforts we are trying to sustain this ancient craftsmanship and the weaver community. This is why Rajboori is sustainable.
OG: What was your marketing strategy? You’ve won design awards. Was the design community your first target?
MC: Our first launch was in New York at New York International Gift Fair in Jan, 2009. We were able to showcase our unique collection to a broad audience. This led to some awards and a spot in TIME Style & Design’s 100 Green Design Companies.
OG: How did you start Rajboori?
MC: My two passions in life have always been design and entrepreneurship. Even though my academic background has been in MIS and then an MBA, and consequently my work experience in corporate America had been in the software industry and general management roles, I was always drawn to design. When the time was right, I decided to make a complete career change to pursue my two passions, design and business.
I grew up around gorgeous textiles in India and experienced the intricate artwork so abundantly available there. For me home was a place of love and warmth that needed beautiful objects to reflect our personalities and how we looked at life. I decided to start a home textiles company that offered silk products of high craftsmanship to the Canadian, or primarily, Vancouver market. Silk, for me, is a timeless fabric that is luxurious, resilient, elegant, and all season.
The silk I offered was very unique in texture and look and I knew I had something different to offer to the discerning clientele who would prefer products that are not mass produced, but have a story and more human element associated with them. Each piece would almost be considered as one of a kind.
OG: Who is your customer?
MC: Our target clientele appreciates the value of quality craftsmanship, uniqueness in design, and is possibly well traveled and knowledgeable about various cultures. The story of our collection and the eco-friendly silk is something they value and would like to make a part of their homes and lives. We did not specifically target designers, but we do get considerable interest from them.
OG: Where are your products sold? What is the best selling item? What is your favorite?
MC: Our products are available to all through the Rajboori website. People can just email us with their requests.
In Vancouver, we sell through a high-end, home décor store called Provide. We will soon be available in boutiques in Barcelona, Frankfurt, and Stuttgart. We are currently in discussions with some stores in the US and are looking for more retailers/distributors.
The best selling items are the Milon Coverlets/Throws and the 26” pillows. They’re simple in design in gorgeous colors and they feel great as just a throw on the couch to snuggle with on cooler nights.
My favorites are the Holi duvet covers and the Milon Coverlets/throws. Holi (festival of colors) is my favorite festival in India and the duvet covers are otherwise simple, but have the element of vibrancy of Holi festival in them in the patchwork portion.
OG: What advice would you give any entrepreneur who is wanting to incorporate their passion with a business idea?
MC: I support entrepreneurial initiatives as I believe that’s where true passion is involved. In these tough times, if someone wants to get started, they have to minimize risk, reduce costs, be resourceful and look for “blue oceans” to operate in. The key is to ride this storm and come out even stronger. The life of an entrepreneur requires a lot of hard work, long hours, dedication and above all, the faith in the initiative.
One has to truly believe that he or she can be successful and go about getting there smartly. Creative solutions and resourcefulness goes a long way in helping an entrepreneur. I believe that I would rather try and fail than never try and regret that for the rest of my life.
For more information, visit Rajboori.
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My Real ‘Manhattan’: Hudson Manhattan Rye Whiskey Stirs It Up Using Local Ingredients
Posted on 30. Sep, 2009 by Justine Suh.
Hudson Manhattan Rye Whiskey arrived on the scene just three short years ago by rebelling against conventional rules and getting up-close-and-personal through guerilla marketing. Not a small feat in the very old and established spirits industry!
I first heard about Hudson Manhattan Rye Whiskey from a bartender at Babbo, über-celebrity chef Mario Batali’s restaurant in NYC. The bartender told me about this refreshing newcomer in the spirits market and as I was drinking my delicious “Manhattan” (made with Hudson Manhattan Rye Whiskey), I knew I had to dig up the story on this “micro-distillery” that uses only organic product and is served in some of NYC’s top restaurants like Gotham Bar & Grill and Blue Hill (where the Obamas recently had their date night). Soon after Babbo, I called up Ralph Erenzo, one of the founding partners of Tuthilltown Spirits, where Hudson Whiskey is produced, to see if I could take a tour of his distillery in Gardiner, NY.
The Business Model: All Natural and No Waste
When I arrived, Ralph and his son Gable gave me a comprehensive tour. When the three of us sat down to talk, Ralph explained that the Tuthilltown model “is built on using everything we have to refuel our process”. Even more special than its accolades in both the culinary and spirits industry is that Tuthilltown Spirits’ philosophy is deeply rooted in using locally produced ingredients such as New York grown corn and apples in their eco-friendly distillation process.
Gable, who recently joined Tuthilltown as a partner, told me that all of the ingredients for their whiskey come from within a nine-mile radius. For instance, they use fresh cider and apples from nearby orchards. These local ingredients can produce a variety of spirits including vodkas, whiskeys, rum, eau de vie, brandy, and infusions. And they even have a local solution for their waste. The solids (apples, corn etc.) and liquids get separated after the distillation process. The solids go to a local pig farm as feed while the liquids go to reed beds nearby, which are used as a method of removing pollutants from grey water.
Next month, Tuthilltown will also be acquiring a Micro-Fueler, a home ethanol distillation system that will maximize elimination of dependence on fossil fuels. The Micro Fueler, already in use in states such as California, will act like a gas pump, except that it will be using ethanol to run their facility. They certainly are making efforts to become self-contained!
The partners, Ralph and Brian Lee, neither who have any experience in spirits, worked relentlessly to teach themselves the craft of small-batch distillation. The partnership, according to Ralph’s humorous tongue-in-cheek description, “was like a Catholic marriage. No giving up.”
Success has been as organic as their distilling process. Back in 2006, their first year selling, Tuthilltown’s revenues were around $65K with the partners selling the whiskey literally out of the back of a car along the Hudson. But very quickly, word spread. Each subsequent year, they have more than doubled their sales. In 2009, Tuthilltown is projecting $1 million in revenues and turning profits. They did this with almost no debt. All of their growth has been “organic” (pardon the pun). Not too shabby for a business that is under five years old!
An Organic Growth: Worth A Million In Sales
Tuthilltown spends almost no money advertising. Ralph said, “Our success has been through word-of-mouth and guerilla marketing. There is no way we could compete with the big guys in advertising”. It seems to be working since some of the biggest players in the restaurant world such as Blue Hill, the Culinary Institute of America, and chef Danny Meyers have all come up to Tuthilltown to learn about their distillation process.
So, when you find yourself out on the town for cocktails, think locally and make it a Hudson Manhattan Rye Whiskey. Cheers!
For more information, check out www.tuthilltown.com.
