Aligning Value with Values

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For two years I have been projecting a Green Economic Revolution where entrepreneurs offer customers sustainable products that cost less, mean more. Today at the Always On Going Green Conference in San Francisco the future arrive.

I have spent the day with entrepreneurs selling building materials, solar panels, computer equipment and other everyday products. And ALL of them are focused upon creating value for the customer. They are implementing a key ingredient of The Secret Green Sauce of Aligning Value with Values.

One example is Kevin Surace of Serious Materials. They are creating “green” building materials. Their prices are the same as non-sustainable building materials and winning market share by being both green and price competitive. As Kevin explains, “Giving an ROI to a customer is green.”

Marianne Wu, Partner with the venture capitalist company Mohr Davidow explains, “Green doesn’t sell just because it is green but because the economics work.”

Dave Power, Partner at Fidelity Ventures lists these business issues as what he focuses upon when evaluating a green business for investment:
1. Does the company and its product a sustainable pricing strategy
2. What is there distribution channel and are their dominate players that can slow/block sales
3. Market timing of how soon and how large will sales grow
4. And most telling, can the company clearly state to their target customers a clear Return On Investment value proposition.

The Green Economic Revolution is now exploding with entrepreneurs and companies that are growing green revenues by addressing the customer’s price focus at the cash register. Remember Sept. 16, 2009. It was the date I finally attended a green business conference where the participants were focused upon competitive pricing and growing market share. It is the day I knew The Green Economic Revolution had finally arrived.

About Bill Roth

Bill Roth is the founder of Earth 2017, author of The Secret Green Sauce and a nationally-followed contributor to Entrepreneur.com, Triple Pundit, The Green Economy Post and Media Post on best business practices emerging from the smart, healthy and green global economy. He coaches entrepreneurs, business and community leaders on how to grow revenues, profits and jobs by going smart and green.
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