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Introduction to Green Microenterprise Development


Introduction to Green Microenterprise Development Presented by Liz Penney, Director of Community Outreach, Appalachian Community Enterprises/Georgia Green Loans – PowerPoint PPT presentation

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Title: Introduction to Green Microenterprise Development

Introduction to Green Microenterprise Development
Presented by Liz Penney, Director of Community
Outreach, Appalachian Community
Enterprises/Georgia Green Loans Jason Friedman,
Principal Friedman Associates
Funded in part by U.S. Small Business
Administration PRIME Program
Our Objectives Today
  • What do we mean by green microenterprise?
  • What is the role of MDOs in the Green Business
  • Does green make sense as a strategy for MDOs?
    What goals does this accomplish? Does it
    contribute to our bottom line?
  • What are our colleagues doing in this area?
  • What are the elements of a green microenterprise

What Do We Mean by Green?
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The Green Economy
  • Consumer spending in the green economy is growing
  • In 2005 in the U.S. alone, there was a 228.9
    billion market for goods and services focused on
    health, the environment, social justice, personal
    development and sustainable living.
  • These include purchases related to renewable
    energy, organic food, alternative fuel vehicles,
    non-toxic cleaning products, alternative health
    care and resource-efficient products.
  • This market sometimes referred to as LOHAS,
    short for Lifestyles of Health and Sustainability
    -- is projected to reach 1 trillion annually by
    2020 (LOHAS Journal, 2007).

Why Now?
  • Demands for increased transparency
  • Need to support a growing and developing
  • Rising public concern for the impacts on the
  • Climate change.

How is Green is Good Business?
  • Reduce waste increase profits
  • Increase revenue by recognizing, meeting,
    anticipating customer expectations for better,
    safer and more benign products and services.
  • Reduce risk by eliminating hazards to workers,
    customers, and the world before the regulators
    require you to!

What's Green?
  • How far must a company go to be considered a
    green business?
  • How do you define a green business?

Which Cleaning Business is Green?
  • Uses nontoxic products for residential and office
  • Uses its own homemade products and packages into
    reusable kitchen spray bottles no shipping
  • Like 2, but limits is geographic service area to
    one neighborhood and employees ride their bikes,
    eliminating the need to drive.
  • All three could be described as green even
    though they vary considerably on where they fall
    on the continuum in terms of sustainability and
    environmental commitment.

Scott Cooney in Build a Green Small Business
defines it as one that incorporates the following
attributes of environmental commitment into its
business plan
  • 1. Incorporates principles of sustainability into
    each of its business decisions. All three
    cleaning companies looked at operations with
    environmental commitments in mind. With this
    focus, then as the business grows and new
    opportunities arise, they will be able to expand
    in the greenest manner that is most practical for
  • 2. Supplies environmentally friendly products or
    services that replace demand for non-green
    products. Patagonia fleece out of recycled
    soda bottles recycles reduced demand for
    bleached, chemically farmed cotton products
    drives more farmers to organic farming,
    recycling, less to oil companies.

  • 3. Greener than traditional competition. Organic
    farming is clear cut. Many businesses are not.
  • Is a bike shop green? Downhill Mountain bikes?
    Likely need to be driven to the mountain and then
    carried up by chair lift. As opposed to a bike
    shop that sells commuting and road bikes ride
    right from their house.
  • 4. Commitment to environmental principles in its
    business operations.

What Green is Not
  • The trouble with green is that it implies just
  • But sustainability living and doing business in
    ways that don't erode the potential for future
    generations is commonly referred to as the
    triple bottom line (TBL) of economic,
    environmental, and social benefit.
  • Social benefit is not about just doing good.
    It's also a path to creating significant durable
    business value.

  • However, green is not just another sector to
    target like childcare, arts, or food.
  • What makes green different is that it represents
    a specific philosophy and set of values about
    operating a business.
  • The green business conserves natural resources,
    eliminates waste and stays ecologically in
    balance. It implement beliefs, policies, and
    practices that improve the quality of life for
    their customers, their employees, communities,
    and the environment.

Questions to Consider?
  • How is your organization responding to the Green
    Business movement?
  • Do you talk about sustainability with your
  • Does green make sense as a business strategy
    for MDOs?
  • What goals does this accomplish? Does it reflect
    your mission? Should it?
  • Does it contribute to our bottom line?

Green Organizational Sustainability?
  • Also, from an institutional perspective,
    developing expertise in green business
    development can lead to
  • Increased visibility
  • New strategic alliances
  • New funding and
  • Increased sustainability.

  • What roles are other MDOs playing in the Green
    Business Movement?

Enterprise for Equity, Washington State
  • Thomas grew his business from a traditional
    janitorial service to a Green Certified
    janitorial business.
  • His services are in greater demand among some
    customers because of his certification and he
    is able to charge a much higher rate.
  • More than 25 of E4E businesses now selling their
    products or services in the region have a
    sustainability focus.

  • Specialized Workshops

AnewAmerica's Green Business Certificate Program
(San Jose, CA)
  • Encourage entrepreneurs to adopt green,
    sustainable business practices.
  • Entrepreneurs reach green business certification
    levels by greening their operations or offering a
    green good or service. 
  • All AnewAmerica certified green business owners
    must have an active social responsibility plan.
  • Providing green business support through
    implementing green curriculum in its Virtual
    Business Incubator classes and hosting green
    business experts as guest speakers and coaching
    from current green business owners and
    professional consultants. 

Latino Economic Development Corporation,
Washington, DC.
  • In communities across North America, BALLE
    (Business Alliance for Local Living Economies)
    networks are launching campaigns to help
    consumers and entrepreneurs think locally.
  • Created a business alliance, Local First DC, to
    promote small, local, and independent businesses,
    educating communities about the value of shopping
    locally, and advocating for the implementation of
    economically and environmentally sustainable
    business practices.

LEDC Greening Your Garbage Workshop
  • LEDCs Local First DC developed a workshop for
    businesses to learn how to improve and implement
    waste, recycling and composting programs in their
    small business.
  • Learn from entrepreneurs who are composting their
  • Local recycler of bio-degradable
  • Commercial composter
  • Grease recycler
  • Find local suppliers of environmentally friendly
  • Hear about DC's recycling and composting
    initiatives from the District Department of the

LEDC Green Cleaning
  • Staff developed a course for owners of cleaning
    companies that are looking for an edge over their
  • Explain the advantages of green cleaning,
    recommend products, analyze the demand for these
    services in the DC area, and teach how to market
    the benefits of green cleaning.
  • Connect to distributors and wholesalers who sell
    these products and provide free samples
  • Developed with Anca Novacovici, owner of eco
    coach (http// and author of the
    book "Sustainability 101 A toolkit for your

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Other Green Training and Workshop Ideas
  • The Key Principles and Steps to Incorporating
    Green Environmentally Responsible Practices
    into Your Small Business
  • Evaluating environmental and natural resource
    market issues and identifying green business
  • Understanding Green Marketing Terms and Labels
    and their Potential for Benefits for Your
  • Greening Hospitality
  • Green Waste Management, Green Gardening and Green
    Landscaping Business Opportunities

Specialized Business Technical Assistance
How Green Is Your Daycare? Questions For
  • Does the facility have wall-to-wall carpets,
    which gather dirt and expose children to
    allergens or throw-rugs that are cleaned
    regularly? Was chomated copper arsenate-treated
    wood used in any outdoor playset or furniture?
  • Has soil been tested for contaminants?
  • Do you use any art supplies on the CA Office of
    Environmental Health Hazard Assessment's list of
    products which cannot be used in grades K through
  • Do you monitor air for carbon monoxide?
  • Are employees allowed to smoke at or near the
  • Are pesticides used within or outside the
    facility at any time?
  • Do you use least-toxic cleaners free of
    irritating chemicals, like chlorine, ammonia and
    synthetic fragrances?
  • Are staff trained in eco-friendly practices, such
    as integrated pest management and the use of
    least-toxic cleaners?
  • Do you test water for lead?

Sustainability Assessments Neighborhood Assets,
Spokane, Washington
  • Approved loan clients receive a thorough
    sustainability assessment conducted by
    Sustainable Local Investments Project (SLIP).
  • Coalition of public and private organizations in
    the area SLIP provides access to specialists in
    the community who can help businesses make cost
    effective investments in energy conservation,
    alternative energy sources, waste reduction, and
    other environmental improvements.
  • Commit to implementing certain recommendations
    from the SCORE assessment, they are given a 2
    point discount on their loan. Follow up to
    ensure that they follow through on those
    implementation steps.

Green Sustainability Checklists
  • General sustainability checklists.
  • Heres another one.
  • For a landscaping business.
  • Food facilities business.

Green America
  • Founded in 1982, Green America is a national
    nonprofit 501(c)(3) organization.
  • Empowers individuals to make purchasing and
    investing choices that promote social justice and
    environmental sustainability.
  • Demanding an end to corporate irresponsibility
    through collective economic action
  • Promoting green and fair trade business
    principles while building the market for
    businesses adhering to these principles
  • Building sustainable communities in the US and

Green Business Network Certification Program
  • Actively use their businesses as tools for
    positive social change
  • Run "values-driven" enterprises that operate
    according to principles of social justice and
    environmental sustainability
  • Are socially and environmentally responsible in
    the way they source, manufacture, and market
    their products and run their offices and
    factories and
  • Are committed to developing and employing
    extraordinary practices that benefit workers,
    customers, communities, and the environment.

Green Business Network Certification Program
  • If approved for full membership, the company
    receives a free 25-word listing in both the
    online version and the next print edition of the
    National Green Pages, the right to use our
    exclusive Green Business Seal of Approval, and
    eligibility for advertising in our popular green
    consumer publications.

  • Green Business Financing

Mountain Association for Community Economic
Development (MACED)
  • MACED works in eastern Kentucky Central
    Appalachia to create economic opportunity,
    strengthen democracy and support the sustainable
    use of natural resources.
  • The Energy Efficient Enterprises (E3) program
    helps businesses realize cost savings through the
    use of energy efficient equipment and systems or
    through renewable energy sources.
  • Begins with an on-site energy assessment,
    followed by recommendations for change
    assistance with identifying and choosing an
    independent installation company.
  • MACED provides financing for identified
    improvements at low rates and flexible terms for
    each enterprise.

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About ACE
  • Our mission is to provide Access to Capital,
    Connections, and Education to help new and
    existing small businesses.
  • ACE provides loans of 500 to 50,000 in 68 North
    Georgia counties, including the Atlanta metro
  • ACE is an SBA Microloan Intermediary and CDFI.
  • Since 2000, ACE has loaned over 4.5 million and
    created or retained over 1000 jobs.

What is Georgia Green Loans?
A new brand Georgia Green Loans provides
capital to start or expand an eco-friendly
product or service or green an existing
1,917 unique visitors since May 2009 ranked high
in Google due to blog, Facebook and Videos
Target Markets
  • Green industry businesses, including alternative
    energy, organic farming, recycling, conservation,
    green building and pollution prevention.
  • Traditional businesses who want to implement
    green products or services, make energy
    efficiency improvements, or become more

New jobs come from new young firms. Kauffman
Entrepreneur Foundation, 2009
Success SolarFlex Technologies
  • Customers
  • Commercial
  • Public sector
  • Non-profit organizations
  • Goals
  • Control costs
  • Save energy
  • Create a comprehensive energy strategy, and
  • Achieve an excellent return on investment.

Success Georgia Mountain Berry Farms
  • Eastanollee, Georgia
  • Main produce Blackberries
  • Currently three part-time workers
  • Wholesale production
  • 15-20 local employees
  • Georgia Grown/Georgia Made

This area used to be all textilesit can become
an agricultural force in Northeast Georgia -
Arthur Thomas, Owner/Founder
Success American Installation Corp.
  • Energy efficient exterior doors using recycled
  • Received loan for expansion
  • Three employees added since loan was made

Every component of our metal and glass doors is
American Made! Plus, no one else is building
these doors in the US. - Israel Greene, Owner
Success Better for Babies, Inc.
  • Inspired overseas Better for Babies, Inc. now has
    its roots firmly planted, and growing, outside
  • Owner Leah Carter, opened her own manufacturing
    facility near her towns square.
  • Leah and her partner, Lauren Parker, operate
    local sustainable production, fair wages, green
    business practices, and an uncompromising
    commitment to quality products, innovation and
    customer service.

Little Beetle organic diapers and wool covers
Results Thus Far
  • 16 green loans for a total of 377,756.
  • Average green loan size of 23,610.
  • Created/retained 84 full time and 4 part time
    green jobs.

Georgia Green Loans Metrics
Demographic Data collected on all loans
  • Environmental Benefits?
  • Energy conservation through reduction
  • Energy efficiency improvements
  • Renewable energy generated
  • Toxic substances reduced, reused, recycled or
  • Waste products reduced, reused, recycled or
  • Water quality preservation
  • Water use reduction
  • Other?
  • Business Benefits?
  • Lower Fuel Costs
  • Renewable energy created
  • Toxic substances eliminated
  • Waste costs reduced or eliminated
  • Water quality enhanced
  • Water use/cost reduced
  • Other?

ARRA Commercial Energy Efficiency Grant
  • ACE has been awarded 700,000 through GEFA,
    Georgia Environment Facilities Authority, to
    provide small businesses in North Georgia,
    including metro Atlanta, with education,
    technical assistance and funding for energy
    efficiency strategies.
  • 70 energy audit grants to small businesses
  • 70 small business loans for energy upgrades
  • 175 jobs created or retained
  • Energy consumption measured to determine impact
  • Work with industry groups to target high energy

Calculated on ACEs Georgia Green Loans
Georgia Green Loans Advisory Council
  • Guide the green loan program
  • Provide expertise in green business development
  • Bring connections to potential funders and
    individual donors
  • Assist in guiding the establishment of Georgia
    Green Loans in the state of Georgia
  • Leaders in the community and people with highly
    respected skills in critical areas
  • At least two members will be current clients of
  • 2 year term meet quarterly
  • Examples Georgia Organics, Southface Energy
    Institute, foundations

Collaboration with other lenders
  • Collaboration with two other lenders SBAC
    (Small Business Assistance Corp out of Savannah)
    and ACT (Albany Community Together, Inc.)
  • When a business goes to the website to apply for
    a loan, their county selection automatically
    routes them to the organization that handles that
  • Recent approval by SBA to split non-served middle
    Georgia counties

ACE Self Greening Initiative as of 2/17/2010
Recycle and Green Policy
Video Conference
  • Weatherize
  • Goal
  • Recycle, Reduce, Reuse through efficient
    workplace behavior
  • Steps Taken
  • Weekly Recycling pickup service.
  • Recycling boxes added to make recycling easier.
  • Status
  • Need to brainstorm on ways to balance consumption
    and productivity.
  • Create a policy that reduces office costs and
    promotes green behavior.
  • Goal
  • Reduce electrical costs associated with
    conditioning ACE office.
  • Steps Taken
  • Energy Audit has been conducted.
  • Bids taken for Insulation and HVAC.
  • Data capture spreadsheets created to capture
    effects and payoff
  • Status
  • Larry is discussing bids with partner, awaiting
  • Goal
  • Reduce travel costs and Green House Emissions
  • Steps Taken
  • Discussed technology/equipment with James.
  • Data capture spreadsheets designed to capture
    savings, payoff, and emission reductions
  • Status
  • Waiting on Green light to purchase equipment and
    set up Skype at various locations

  • So, what are the next steps for my organization?

1 Develop Your Organizational Sustainability Plan
  • Effective practitioners model sound business
    behaviors to their clients.
  • Use the tools provided to develop your own plan.
  • Start with practical, cost-effective steps and
    build on it.

2 Do your homework What does the green sector
look like in your community?
2 Build your knowledge base seek out experts
  • economic development organizations,
  • state economists,
  • renewable energy entrepreneurs,
  • farmers,
  • business people who market green building
  • sustainability advocates,
  • environmental organizations,
  • recycling program coordinators,
  • agricultural researchers,
  • university extension agents,
  • environmental lawyers,
  • community development consultants,
  • pollution remediators,
  • composters,
  • green building contractors
  • Green entrepreneurs in your community!

Step 3 Begin the Dialogue with Your Clients
  • Incorporate language about sustainability into
    the curriculum and encourage clients to build
    those concepts into their business plan.
  • Ask them to sign a sustainability pledge.
    Use/adapt the sustainability/certification
  • Partner with a local government green
    certification program.

4 Convene Gatherings
  • Join a local business sustainability group or
    convene a gathering of local experts to talk
    about green business opportunities.
  • From this dialogue, you may identify
    opportunities and gaps in the sector and help
    develop a plan to address them.
  • You may also identify potential resource
    providers, volunteers, mentors, and stakeholders
    to help you launch a green initiative.

5 Start a Pilot Project
  • Start your green initiative with a simple
    workshop for your clients on The Basics of
    Starting a Green Business.
  • Invite local businesses and experts to lend their
    perspective and provide advice.
  • By this time, youll have a good idea on the
    feasibility of launching a broader set of
    services, including specialized training,
    technical assistance and lending.
  • Talk with staff from green job training programs
    to assess interest in a self-employment training
    for contractors.

6 Broaden Your Case Statement for Support
  • Taking a proactive role in green business
    development will appeal to funders and donors who
    are increasingly directing their investments
    toward organizations and businesses that
    contribute to a clean, healthy environment,
    embrace equal opportunity and produce safe and
    useful products.
  • Look at your current list of donors to assess
    their potential interest in a green initiative.

  • Green Branding Why Originality Matters by Jerry
    Stifelman http//
  • Naturally Successful Video http//www.arnoldcreek
  • http//
  • Green Resource Took Kit

Upcoming Webinars
  • Green Marketing and Messaging for
  • Developing Collaborations to Support Green
    Microenterprise Development
  • Green Microfinance
  • Organizational Development Implications for Green

  • For Further Information
  • Elizabeth Penney Director of Community
    Outreach Appalachian Community Enterprises penney_at_ 770-718-8992 (cell)
  • Jason Friedman, Principal Friedman