ECOpreneuring Lisa Kivirist & John Ivanko ECOpreneuring & Rural Renaissance Inn Serendipity & Renewing the Countryside Putting Purpose and the Planet before Profits nepenthe-pourcoffee-72 andreaharvest-72sm install-pv-72sm beekeepingsm brenda-computersm miracletube-light-facecamera-sm lisa-harvestpeatendrils-small hookchefs construct-scratch fieldsbest-mkthoriz PROSPERITY in the emerging “restoration economy” •Introductions •Climate for Change –Trends –Changing perspective on wealth, economy •Ecopreneur Profiles •What’s your Earth Mission? •Green Business Administration •Solving Problems, Sustainably •Business Buddy & Mentors •Resources ecopren-bar-superthick www.ecopreneuring.biz serving-sust-cuisine-stacruz-72 ecopren-bar-words STORY SHARING Introduce Yourself •In 1 minute or less, share your: • – Passions • – Needs • – Offers • – Community ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz TRENDS 21st Century of small, local, ecopreneurial •Solving problems facing planet –Climate change, ecological collapse, peak oil, debt –Profit from doing so – •Business as catalyst for change –For-profit & non-profit – •Redefining “free enterprise” –A nation of ecopreneurs ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz hurricanerita worldwatch-peakoil nationalgeo-peakoil PERSPECTIVE ECOnomics •Free market (global) economy unsustainable • •A model where 5% of world’s population: –Use 25% of planet’s resources –Produce 40% of planet’s waste & pollution –House 25% of planet’s prison population – •Why is selling for less, better? • •A new sense of value is emerging –Based on fair trade –Ecological sustainability ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz gaspump-sign pollution Globalization over promised IMF study revealed that inequality increased nearly everywhere over the last 20 years PERSPECTIVE Control, Flexibility & Freedom •When work for someone else: –– Little control over how much you earn, promotion, time-off or lunch break – –– Little or no control over your assets – –– Leads to insecurity, stress • •Working hard: • – Making money for someone else • – Supporting their dream, not yours ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz cubicle-office 1/3 daily life spent at work Defer taxes, control mutual funds (any one feel in control of stock market?), property taxes Leads to INSECURITY Self-defined retirement package (401(k) - financial wealth based on stock/bond markets TRENDS 21st Century of small, local, ecopreneurial •Company Career •J-O-B •Identity fits on 2”x 3” card •Seniority defines achievement • •Employee •Paycheck (W-2) • •“Security” •Company will care ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz •Ecopreneurial Life •Right livelihood •Diversity of work opportunities •Ethical work that restores the planet & respects people • •Owner - proprietor •Business revenues • •Self-reliance, independence & interdependence TRENDS 21st Century of small, local, ecopreneurial •Company Career •Career •Climb the ladder • •Culture of control •Conformity & uniformity • •“Principles of sustainability” •Guidelines •Greenwash, deception ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz •Ecopreneurial Life •Concepts, relationships •Flexible, fluid, unstructured • •Diversity is stability •Agile, reorganizing, adaptive, resilient • •Practices of sustainability •Transparency, walk the talk TRENDS 21st Century of small, local, ecopreneurial •Company Career •Globalization •Planet is market •Everyone a consumer •Un-rooted • •Reactive •Change when forced to ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz •Ecopreneurial Life •Localization & bioregionalism •Locally based •Serving customers, not consumers •Native, place-based • •Pro-active •Innovative, creative •Beyond minimum regulations TRENDS 21st Century of small, local, ecopreneurial •1 of every 4 workers a “free agent” –33 million workers – •23 million micro-enterprises –5 or fewer employees –87% of all businesses • •75% of all businesses with only 1 person –Self-employed –Artists, craftspeople, shopkeepers –No payroll, US Census Bureau barely tracks them ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz artistserendipity 78 million boomer retiring into part time dream “green” business PERSPECTIVE Restorative Opportunities •Transformation of economy • …from life-depleting to life-restoring ecopren-bar-superthick ecopren-bar-thick www.naturalstep.org nat-stepFunnel-text PERSPECTIVE Sustainable Business •Triple bottom line: • •Planet (environment) • - Restore & conserve nature • •People (social) • - Customers, workers, vendors, • investors • •Profit (economy) • - Reinvest for the future ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz angrytrout-TEXTstool sunflowerearth-FINALbees-72sm PERSPECTIVE Sustainable Business •Thrive in the “honey bee economy” • •Operate on renewable energy –Nector and honey – •Natural interdependencies –2 million flowers pollinated for 1 pd. honey –1/3 of human diet based on crops pollinated by bees – •Industrious and efficient, but decentralized • •Have fun (they dance a lot) ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz Like humans, health of environment determines their well-being 7 million miles to a gallon of honey Ford Model T car, same MPG as current fleet of vehicles, of 25 MPG Scout bees leave hive in search for nector, return and do dance based on abundance. Direction of dance indicates direction humansketch PERSPECTIVE Sustainable Business •Serve conserving customers, not “consumers” • •Awareness building about • human impacts on the planet • •Change how we live, work, eat, play • •Change in consciousness influences • our lifestyle, workstyle and spending ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz PERSPECTIVE What’s your Earth Mission? •Springboard from which your business, livelihood and life launch forward • •Respects nature • •Fair trade, not free trade –Fosters socially just relationships with all life – •Build community wealth in a living economy • •Wealth without purpose is poverty ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz Madison-farmmkt resourcerevival-openers resource-revival-logo PERSPECTIVE What’s your Earth Mission? •Ecopreneurs use business to implement their Earth Mission • •Turn passions & purpose into enterprise –Resource Revival transforms junk bike parts – into practical gift items – •Generate (some) profits to run business –Not run business to exclusively earn profits –Patagonia: “inspire & implement solutions – to the environmental crisis” – – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz Share our Earth Mission here…talk it lorax PERSPECTIVE Fill ECOnomical Niches •For many ecopreneurs… • small is a competitive advantage • •Better, not bigger • •Success based on values –Qualitative measure, not strictly quantitative – •Shift from competition to collaboration ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz And cooperation Less about consumpton, more about experiences ECOPRENEUR PROFILE JDI Enterprises, Inc. •Nano-corporation that super-sizes quality of life & care for environment and people • •Inn Serendipity Bed & Breakfast • •Completely powered by wind & sun – •Serve vegetarian breakfasts –Organic ingredients 100 feet – from back door • – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz Innpanel ECOPRENEUR PROFILE JDI Enterprises, Inc. •Inn Serendipity Woods cabin • •Recreational cabin –Revenues to support sustainable forestry – •Depreciation –Business expense –“Phantom income” that comes from this tax break – •Amortization –“Income” from tenant pays down mortgage ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz cabinpond-72sm ECOPRENEUR PROFILE JDI Enterprises, Inc. •Freelance writing & photography • •Select clients or publications that • reflect values –Mother Earth News, Natural Home, Hobby Farms – •GreenOptions media –Lisa’s blog: greenoptions.com/author/lisakivirist –John’s blog: greenoptions.com/author/johnivanko – • – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz NH_forWeb HFH0707_200 kid artist animal neighbor ECOPRENEUR PROFILE JDI Enterprises, Inc. •Authoring books & speaking • •Non-profit partnerships –Award-winning multicultural children’s books –Supports Global Fund for Children – •Work with EcoSpeaker –Share experiences & story – •New Society Publishers –– Use 100% post-consumer waste paper, processed chlorine free & Old Growth free ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz ECOPRENEUR PROFILE T.S. Designs •Ecopreneur: Eric Henry • •T-shirt company with a triple bottom line –95% US-made, organic cotton shirts – •REHANCE process for printing –Created better product –Print in fabric, not on it • •Wear values on sleeve –Brand both substance & message • – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz tsdesigns_clothingfacts72sm NAFTA almost closed business : Stressed ecological systems INNOVATE to survive Avoided plastisol (from PVC) 25% of all chemicals used in ag, used for cotton production -- most laden pesticide use. Biodiesel production co-op ECOPRENEUR PROFILE World of Good Inc. •Ecopreneur: Priya Haji • •Hybrid for-profit & non-profit • •Commerce that alleviates poverty & improves the environment – •Create “community” of supporters for business –Bring fair trade to your retail space • – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz worldofgood-ebay worldofgood-gift ECOPRENEUR PROFILE Renewing the Countryside/Green Routes •Ecopreneurs: Jan Joannides & Brett Olson • •Hybrid non-profit & for-profit • •Books to foster change – •Green Routes • sustainable travel portal • – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz greenroutes-map ECOPRENEUR PROFILE GreenOptions Media •Ecopreneur: David Anderson • •Network of environmental blogs • •Use technology to link creative community –Web 2.0 technology –Skype for telephone – •Bloggers working from anywhere –And everywhere • – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz ecopreneurist eatdrinkbetter BasecampHQ to share docs Practical info about going green ECOPRENEUR PROFILE Groundswell Farm •Ecopreneur: Zoe Bradbury • •Reflect growth in young women farmers • •Focus on local, seasonal foods –Niche crops – •Partners with family business – •Blogs about farm life • – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz groundswellzoe BasecampHQ to share docs Practical info about going green ECOPRENEUR PROFILE Small Potatoes Urban Delivery (SPUD) •Ecopreneur: David Van Seters • •Grocery delivery service –Delivery by alternatively fueled vehicles • •Tap Internet as tool –Customer calculate cost & energy savings –View reduction in emissions by using service – •Address several trends at once: –Local food –Organic, pasture-raised, fair trade –Climate change • – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz SPUD besttruck2 Tap Internet for customers, to customize orders, customers calculate Solving Problems, Sustainably Group Action - Defining Earth Mission 1.What’s your Earth Mission –Simple statement that reflects your values –Guides your enterprise – 2.Short description (1 - 3 sentences) –Unique features –What ECOnomical niche does your enterprise fill? ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz Allowed up to 100 barter transactions per year Solving Problems, Sustainably Defining Earth Mission - Example •Earth Mission: • Restore the planet by transforming the way we do business. – •Short description (ECOpreneuring): • – Part small business manifesto, part personal finance primer, ECOpreneuring is essential reading for anyone who dreams of a livelihood based on independence, creativity, passion and a commitment to making the world a better place. • – Unique features: better, not bigger; integrate workstyle and sustainable lifestyle; make a meaningful life, not earn a living • – Niche: First entrepreneur book NOT devoted to making people millionaires ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz Redefine wealth, success Focus on happiness, well-being, meaningfulness Green Business Administration Structuring the Business •NO personal liability protection –Sole proprietors –General partnerships – •Personal liability protection –C corps –S corps –Limited Liability Company (LLC) ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz angrytroute-billchairs Corporation distinct legal entity in given state, with shareholders, and legal requirements Non-profit or for-profit Hybrids, cooperative, B (benefit) corps Green Business Administration Based on Abundant Renewable Energy •Work from home office! •Energy efficiency & conservation –What has 120% guaranteed return on investment? •Generate own electricity –Wind or solar, purchase GreenTags or Green Energy •Use renewable energy for heating –Geothermal, solar thermal •Use biofuels ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz citicarjdrive-ivanko-small bergeyspin Green Business Administration Multiple Economies of Ecopreneurship •Household –Self-sufficiency & self-reliance –Energy, food, childcare •Barter •Reuse –Freecycle.org, craigslist.org •Volunteer & gift •Cooperative •Harvest –Wind, sun, wood, Internet eggs ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz Allowed up to 100 barter transactions per year Green Business Administration ECOnomics: Keep it Local •Join the Small Mart revolution –Support Main Street, not malls • •Buy local & sell local –Avoid rising transportation & energy costs • •Doing business with neighbors –More money circulating in the community • • ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz flowersq Allowed up to 100 barter transactions per year Green Business Administration Mind Your Own Business •Track & deduct business expenses –Reduce taxable revenues to business – •Maximize revenues, not income –Corporations pay taxes on profits, not revenues –Employees pay taxes on income •Income & payroll taxes –82 of the largest US corporations paid NO federal income tax in 01-03, including Disney, ATT, Time Warner ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz calculator Allowed up to 100 barter transactions per year Green Business Administration Mind Your Own Business •Reducing your taxable income –Triple net lease –1031 Starker Exchange (real estate) –Depreciation –Amortization – •Trend toward sub-contracting for projects • •Profits support Earth Mission ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz fairtrade-coffeehouse-72sm Allowed up to 100 barter transactions per year Green Business Administration Mind Your Own Business •$35,000 Income •Employee of “killer corporation” •Transform human/natural capital into wealth for few shareholders • •As individual, pay taxes on income: •Fed taxes - $5,250 •State taxes - $1,050 •Social Security - $2,450 •Health insurance - $3,500 •Property/liability insur. - $3,000 • – NET Income $19,750 • • • ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz •$35,000 Business Revenues •Ecopreneur of small business that • thrives in restoration economy •Earn revenues for owner • •As individual, pay taxes after business exp. •Fed taxes - $750 •State taxes - $100 •Social Security - $300 •Health insurance - $100 •Property/liability insur. - $400 • • NET Income $33,350 • Green Business Administration Mind Your Own Business •$35,000 Income • •Live to work & earn a living • •If carry mortgage –Earn money to pay bank #1 • •If car purchased with loan –Earn money to pay bank #2 – •If carry balances on credit card –Earn money to pay bank #3 – •National dis-savings rate • • • ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz •$35,000 Business Revenues • •Make a living & live the “good life” • •Use revenues to make the world a better place • •Invest in the future, not save for it •Renewable energy systems –Tax credits, depreciation – •Sustainable transport –Tax credits, depreciation • • Green Business Administration Marketing to Conserving Customers •Cultural Creatives –50 million people changing the world – •Travel Green • Wisconsin • •Seeking certified products –Energy Star & Fair Trade ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz & www.nmisolutions.com Travel-Green ecolabels Green building, Organics, Ecotourism, Homeopathy, yoga lohaschart Green Business Administration Marketing to Conserving Customers •Lifestyles of Health & Sustainability (LOHAS) •Sustainable economy –Green building, renewable energy, resource efficiency •Healthy lifestyles –Organic food, personal care, supplements •Ecological lifestyles –Ecotourism, ecological home products, organic/recycled fiber •Alternative healthcare –Naturopathy, complimentary medicine •Personal development –Yoga, spas, mind, body & spirit ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz & www.nmisolutions.com whole_foods organic_valley Earth-Friendly-logo Green building, Organics, Ecotourism, Homeopathy, yoga Green Business Administration Marketing to Conserving Customers •“7 Ps” of Marketing, not 4 • 1.Product –How do you treat nature, vendors, employees? –Eliminate waste – 2.Price –The premium goes to nature, employees or community –Return on Environment ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz flatbread-food emissions Green building, Organics, Ecotourism, Homeopathy, yoga Green Business Administration Marketing to Conserving Customers •“7 Ps” of Marketing • •3. Place (distribution) –How can you showcase your community? – •4. Promotion (PR & advertising) –Tell your unique story –Let your customers be your ad/PR agency – •5. People –Go beyond “transactions”, create experiences –Follow the “80-20 rule” ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz rest-sign Green building, Organics, Ecotourism, Homeopathy, yoga Green Business Administration Marketing to Conserving Customers •“7 Ps” of Marketing • •6. Partnerships –Networking (non-profits) –Cause-related marketing – •7. Purpose –Celebrate your passion & purpose –Sell steak, not sizzle –Authentic & real deal ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz kaverna-wallart kavarna-web naturewise Green building, Organics, Ecotourism, Homeopathy, yoga Green Business Administration Money Matters •Poor returns when investing in mutual funds –Age 25 - 64, for 40 years – • Mutual fund company Investor • Returns 80% 20% • Risk 0% 100% • Capital 0% 100% • Source: Why we want you to be rich, by Donald Trump and Robert Kiyosaki • •Ecopreneurs invest for the future –Provide rich quality of life without exploiting people and planet –Put money to work, rather than work for money • • – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz Green Business Administration Money Matters •True cost of house financed with “death pledge” of mortgage (unless turning positive cash flow) • • 15-Year Mortgage 30-Year Mortgage • Monthly payment $899 $665 • Number of payments 180 360 • Total paid during mortgage $161,820 $239,400 • Principal paid $100,000 $100,000 • Interest paid $61,820 $139,400 • •Now, try selling your house for what you paid for it –Including your interest payments paid to the bank –Plus your repairs & maintenance • • • – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz Web of Relationships Technology, Information & Global Commons •Knowledge & information society –Ideas and knowledge workers – •Innovation economy –Clean Tech or greentech breakthroughs –Durable economy where there is no waste –Service economy where there are no products – •Internet-based global commons –Content by clients or customers everywhere –152 million US Internet users –147 million unique eBay customers ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz LED_72sm Microsoft failure with debugged operating system 152 million Internet users Diminished role of factories as means of production Web of Relationships Technology, Information & Global Commons •Identify your NIR: Needs, Interests & Resources • •Assess technology needs of enterprise –What kind & how much? – •Examine interests –How much time do you want to be behind a monitor? – •Review resources of time & money –Explore Web 2.0 options –Blogs, YouTube, Wiki, social networking ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz Microsoft failure with debugged operating system 152 million Internet users Diminished role of factories as means of production Blending Family, Friends & Fun Healthcare, Homecare & “Retirement” •Good health & well-being focus –Control of schedule = prioritize fitness –Organic food is a bargain, really – •Tap into state-sponsored healthcare –Until national/state program offered – •Family Integration • •Rethink “retirement” –Reverse mortgage, rental property ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz liamsstore-farmfresh-72sm Don’t pay our kid an allowance Priority Integration: building and blending your business with your life priorities in mind Travel, work with biorhythms How do you define “good life” Place-based Quality of life Health & well-being Happiness not based on money Currency based on joy, satisfaction, friendships, meaningful work Blending Family, Friends & Fun Define “Good Life” on Your Terms •How do you define “good life”? –Place-based –Quality of life –Health & well-being – •Happiness not based on money • •Currency based on joy, satisfaction, friendships, meaningful work ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz sunsetsilo Allowed up to 100 barter transactions per year Solving Problems, Sustainably Group Action - 2 Sessions 1.Break into four groups of 6 - 8 –Two ecopreneurs to volunteer challenges/problems –One note taker for each session 2.Describe business problem to group (3 min.) 3.Group clarifies with questions (5 min.) 4.Group discussion with ecopreneur to listen only (12 min.) –Advice –Connections –Contacts – – ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz Allowed up to 100 barter transactions per year Solving Problems, Sustainably Group Action - Business Buddy & Mentors •Select an ecopreneur business buddy • – Exchange contact information • – Agree to e-mail or call to check up on progress • – 1 month & 6 months • •Seek out mentor in business or industry you share – – Could be retired or in business – – Could be MREA fair exhibitor or presenter – •Plot one goal by 8/1 ecopren-bar-superthick ecopren-bar-thick www.ecopreneuring.biz J/l Send question/follow-up in one month. RESOURCES •EcoSector.com • •Ecopreneur portal: –Map, blog, logo, –YouTube video –Product shots –Free to submit – •Your profile: –Possibly secure funding –Sales leads –Share experiences –Announce new product ecopren-bar-superthick www.ecopreneuring.biz logo_ecosector ecopren-bar-words ecosector-screen RESOURCES •Co-op America Business Network –Green Pages, coopamerica.org – •Midwest Renewable Energy Association –Educational resources, the-mrea.org – •GreenOptions.com –Practical online resource for going green ecopren-bar-superthick www.ecopreneuring.biz coopamerica-logo ecopren-bar-words mreaphoto RESOURCES Renewing the Countryside ecopren-bar-superthick www.ecopreneuring.biz rtcOverviewslide-CUTsm ecopren-bar-words www.renewingthecountryside.org RESOURCES •Books by Lisa Kivirist & John Ivanko • •ECOpreneuring –Pragmatic how-to guide to launching or greening your enterprise •Rural Renaissance –Practical guide to greening operations •Edible Earth –Simple vegetarian cookbook •Renewing the Countryside: Wisconsin –Inspiring stories of rural ecopreneurs ecopren-bar-superthick edibleearth-frontcov-lowres ruralrencov150 copy Ecopreneuring-lowres rtc_wicover72dpi ecopren-bar-words