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Preface

The biggest business opportunities of the 21st century are for green businesses solving environmental challenges such as climate change. The opportunities are as large as the challenges, and innovative entrepreneurs taking on these challenges are moving green from the fringes to Wall Street, Main Street, and everywhere in between. With the green economy estimated to be over $200 billion in the United States in 2005 (Natural Marketing Institute, 2006) and growing globally, going green is both good for the environment and a smart business move.

Going green means different things to different people, but it generally means reducing pollution; conserving resources and ecosystems; being energy efficient; and reducing climate change. For many people, being green also means being aware of social issues such as fair trade and labor practices. Green businesses ensure that the natural systems on which our lives and economies rely will be around for the long term, and provide an environmentally sustainable world with profitable and rewarding ventures.

The rapid growth of green business is seen in many fields. In response to the concern about the impact of food and agriculture on our planet and our bodies, sales of organic food have been growing 15 to 21 percent a year for more than a decade (Organic Trade Association’s 2006 Manufacturer Survey). To fight climate change, reduce pollution, and lower our dependence on oil, businesses increased U.S. wind power capacity 45 percent in 2007 (American Wind Energy Association, AWEA 2007 Market Report, awea.org). Entrepreneurs are transforming the buildings where we live and work to be safer and more efficient as part of the booming green-building movement. The pattern is repeated over and over with startup businesses providing clean water, green clothing and services, efficient transportation; and many other solutions. Never before has there been such a broad range of opportunities for entrepreneurs with almost any background to do well in business and help the environment at the same time.

People around the globe are rolling up their sleeves and getting to work on solutions for habitat loss, air pollution, declining oil supplies, water pollution, and climate change. An estimated 30 percent of the U.S. adult population are considered Lohas (lifestyles of health and sustainability) and are spending money in ways consistent with the belief in the need for a greener world. Every day, more people are changing to more efficient light bulbs, buying more fuel-efficient cars, and doing whatever else they can in their daily lives to make a difference. Going green is not just a fad or a trend but a lasting change in how we live and do business.

In a major shift, the old war between business and environmental concerns is fading. Major corporations such as Wal-Mart, General Electric, and DuPont are “greening” their businesses to help the environment and their bottom line. British Petroleum (BP) is investing $500 million in a biofuels center as part of its transition from British Petroleum to Beyond Petroleum. Venture-capital investment in fledgling green companies grew 78 percent in 2006 with the expectation that green companies are a good investment and will continue to boom as key to business growth in the 21st century.

Going green also may be the best way to protect against the loss of business that may result from a globalized economy and other economic challenges. Former bastions of industrial strength are giving way to new industrialized powers, such as China and India, and this shift has eliminated or moved millions of jobs from the United States to other parts of the world. Developing green technologies and companies helps developed economies offset their diminishing role in old industries, and going green makes companies more efficient and more competitive when the economy slows.

Eco-entrepreneurs have many advantages in the rapidly growing green economy. Entrepreneurs with small, innovative firms don’t have to worry about changing their mind-set or about losing investments in old technologies; instead new business owners start with a clean slate to build profitable and environmentally sound companies from the ground up. Eco-entrepreneurs are seeding change in almost every business field with innovative approaches. They are proving to be potent catalysts for greening the rest of the economy.

75 Green Businesses You Can Start helps you get your own business started by looking at opportunities to join the green-business revolution. As part of the burgeoning green economy, there are unprecedented opportunities to build profitable and rewarding businesses while providing solutions for the challenging environmental problems we face. These 75 opportunities identify markets, products, resources, challenges, and strategies for success. Explore these possibilities to find the green business that best fits your personal interests, skills, and resources, but don’t feel constrained by these ideas.—get inspired; blend and combine ideas to create something entirely new.

The opportunities are grouped into the following chapters:

Chapter 1: Fueling Green Energy—building innovative businesses to provide renewable energy.

Chapter 2: Seeding Entrepreneurial Green Careers—joining the green wave wherever you are.

Chapter 3: Building Green Homes and Businesses—renovating homes and other buildings in a green way.

Chapter 4: Investing Green Money—bridging the green path and Wall Street.

Chapter 5: Finding Business Solutions in the Living World—learning from nature to build strong, clean businesses.

Chapter 6: Wasting Less—turning waste into a resource, increasing efficiency, and decreasing pollution.

Chapter 7: Providing Green Food—helping people eat well, for themselves and the planet.

Chapter 8: Using Water Wisely—ensuring clean water for all of us.

Chapter 9: Delivering Green Services—bringing services to people who have a shared desire to do the right thing.

Chapter 10: Green Transportation and Cities—shaping the urban and suburban landscapes of the green future.

Chapter 11: Green Farms—helping farms produce clean, healthy food for today and tomorrow.

Who is joining the green-business revolution? A 2006 Gallop poll revealed that 77 percent of Americans are concerned about the environment and feel it is urgent to get involved and make a difference. Plus the millions of Americans who start their own businesses are seeking the right opportunity (Global Entrepreneurship Monitor, 2005 Executive Report). Combined, these statistics show the potential of green business opportunities. Whatever your background or motivation, this book provides the seeds for a wide range of businesses you can tailor to your own personal goals and interests. For each idea, the book also identifies:

The Market Need. The opportunity in a nutshell that a business can address

The Mission. What the business will set out to do, how it will meet the needs of customers and the environment in order to succeed

Special Challenges. Identifying unique challenges a business will face in moving from an idea to a successful enterprise.

Knowledge to Start. From businesses that require minimal specialized knowledge to fields benefiting from experience in areas such as food, farming, or finance

Capital Required. From minimal upfront investment costs to businesses requiring research and product development to get going ($ = thousands of dollars, $$ = tens of thousands, $$$ = hundreds of thousands, and $$$$ = millions).

Timing to Start. The time it takes for a business to get the essentials in place, establish a product (or service), and open doors for business, from weeks to months or years.

As important as climate change is, going green is not just about slowing the melting of ice caps and protecting polar bears. We have the opportunity to develop our economies while maintaining an environment with clean energy, clean air, clean water, and meaningful work. Eco-entrepreneurs are helping to create a healthy, rewarding, and enriching world for future generations. The place to start is with a vision. I hope this book presents the visions eco-entrepreneurs can use to build this future. Each of the 75 opportunities described is one way to get there, and each path has limitless variations. There’s no telling exactly where each idea will lead, but with a vision of a brighter future in place, you already have taken the most important step forward.

If you have changed your light bulbs and are ready to do more, this book is for you.

If you are looking for the biggest business opportunity of your lifetime and are ready to get started, this book is for you.

If you are worried about climate change and want to make a difference, this book is for you.

If you are bored with your work and looking for a business with a purpose you can commit to, this book is for you.

If you lie awake at night worried about how your business is going to compete in challenging economic times, this book is for you.

If you want to do well by doing right, this book may reveal your path to a greener future.

If one of the following ideas is a good match for you, pursue it by doing more research, fleshing out the plan, and making it your own. The website for this book (75GreenBusinesses.com) provides many resources, and the associated site for Starting Up Green (StartingUpGreen.com) provides further support for eco-entrepreneurs as they move their businesses forward. There are many additional resources that can help any business get started. There are also many books on environmental topics, a few of which are mentioned throughout this book to provide useful background information. You are not alone in your path toward a successful green business, and with a little help, you will make it.

While working on this book, I met and talked to many amazing eco-entrepreneurs who are making a difference with the businesses they are building. I know there are many more who want to get involved but are not sure what to do, what route to take, or what business to start. Maybe you are one of these people. The hardest part is getting started, but now is the time. A Chinese proverb says that the longest journey begins with a single step. Let this be the first step on your journey to a bright, green future.