Greenovate

Create a More Sustainable World
TYLER McNALLY RONALD S. JONASH DR. HITENDRA PATEL
GREENOVATE!
Companies Innovating to
DESIGN
Opus Design LLC
www.opusdesign.us
PAPER
Mohawk Options Companies Innovating
100% Post Consumer Waste Recycled Paper
to Create a More
Sustainable World
GREENOVATE!
FONTS
Stainless, Aptifer
ENVIRONMENTAL IMPACT
The savings below are achieved when post consumer
recycled fiber is used in place of virgin fiber.
Source: Mohawk Environmental Calculator, www.mohawkpaper.com
58 trees 2,707 lbs

preserved for the future solid waste not generated
IXL Center and Hult International Business School believe that
166 lbs 5,330 lbs innovations that are not compelling to the market and don’t generate
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© copyright 2010 IXL Center
ABOUT IXL-CENTER
The Center for Innovation, Excellence and Growth (IXL Center) helps Fortune 1000 businesses,
start-ups, and innovation executives build the capabilities to create innovation breakthroughs
in their organizations. We deliver innovation training, advisory and coaching, workshops and
speeches that can be customized to fit each client’s unique situation and challenge. Our
practice leaders have substantial experience helping organizations develop breakthrough
innovations or increase their capacity to do so. We have written and continue to develop
country-wide innovation studies and innovation management white papers, books and
articles. We serve our clients via a global footprint of training locations in Boston, Shanghai,
Dubai, London, and São Paulo and a broad network of experienced innovation leaders includ-
ing Chief Innovation Officers, business innovation professors, and innovation consultants.
IXL Center was founded by senior leaders from Arthur D. Little Management Consulting,
Monitor Group, Innovation Management Inc. and Innovation Associates and instructors
from Hult International Business School (previously Arthur D. Little School of Manage-
ment). This team combines the unique global capabilities that each institution brought
to the topic of innovation and to create a comprehensive and differentiated approach to
making innovation real and sustainable within organizations.
To Learn more about IXL-Center, please visit our website at

www.ixl-center.com.
Tyler McNally Ronald S. Jonash Dr. Hitendra Patel
Greenovate!
FOREWORD...........................................................................................................................................................................................................................................................................................ix
ACKNOWLEDGEMENTS.................................................................................................................................................................................................................................................. x
Introduction............................................................................................................................................................................................................................................................................xi
How to Read this Book . ..................................................................................................................................................................................................................... xxvi
How to Use this Book............................................................................................................................................................................................................................. xxvii
ACAL Energy
Next-Gen Fuel Cell Technology.......................................................................................................................................................................... 1
Amazon.com
Kindle Wireless eReading Platform......................................................................................................................................................3
Axion International
Recycled Plastics as Building Materials.....................................................................................................................................5
BAE Systems
HybriDrive® Propulsions Systems ........................................................................................................................................................ 7
Bank of America
New Heights in Eco-Construction ......................................................................................................................................................... 9
baosteel
Steel Waste into Revenue Streams ................................................................................................................................................... 11
ii Greenovate!
Better Place
Modular Batteries for Electric Cars.......................................................................................................................................................13
Big Belly Solar

A Smarter, Solar Powered Trash Can...............................................................................................................................................15
Bloom Energy
A Fuel Cell Breakthrough? .........................................................................................................................................................................................17
Bombardier
Quieter, More Fuel Efficient Jets .............................................................................................................................................................. 19
Bosch
Start/Stop System for Hybrids. ......................................................................................................................................................................21
BP Energy India
‘Oorja’ Smokeless Biomass Stove ..................................................................................................................................................... 23
Burt’s Bees
All Natural Personal Care Products.................................................................................................................................................... 25
ChemFree
Bioremediating Parts Washing System ..................................................................................................................................27
Companies Innovating to Create a More Sustainable World iii

Cisco Systems
Device-Level Energy Management................................................................................................................................................... 29
City of Curitiba, Brazil

Rapid Transit System in Curitiba, Brazil.................................................................................................................................31
Dairyland Power Cooperative

Energy from Animal Waste................................................................................................................................................................................ 33
Don Bosco Technical School

Cooking Oil Fuels Public Transport.................................................................................................................................................. 35
Empower Playgrounds
Merry-Go-Round Powered Schools ..............................................................................................................................................37
Energy Innovations
Sunflowers for Solar Farms.............................................................................................................................................................................. 39
Enfucell
Paper-Thin Power Storage..................................................................................................................................................................................... 41
Environmental Energy Resources

Solid Waste to Energy..................................................................................................................................................................................................... 43
iv Greenovate!
E-Street Project
Intelligent Street Lighting......................................................................................................................................................................................... 45
Ethekwini Municipality
Turning Landfill Gas into Electricity...................................................................................................................................................47
Garmin
Fuel-Efficient Driving in Real-Time ...................................................................................................................................................49
Grameen-Danone
Eco-Friendly Mini-Factory for Food.......................................................................................................................................................51
Ikea
Farmer Field Schools in Rural Asia..................................................................................................................................................... 53
JCDecaux, City of Paris

Vélib‘ Bicycle Rental Program. ........................................................................................................................................................................ 55
Konarka
Power Plastic® Flexible Solar Cells.......................................................................................................................................................57
Malta
Beyond Smart Meters to Smart Grids........................................................................................................................................ 59
Companies Innovating to Create a More Sustainable World v

Masdar
Abu Dhabi’s City-size Bet on Green .............................................................................................................................................. 61
Modec
All-Electric Commercial Vehicles........................................................................................................................................................... 63
Nanosolar
Printing Process for Solar Cells............................................................................................................................................................... 65
Natura Cosméticos
Brazilian Biodiversity for Cosmetics............................................................................................................................................. 67
NatureWorks
Plant-based Plastics ........................................................................................................................................................................................................69
Netafim
A Precise Water Delivery System...........................................................................................................................................................71
Oberlin College
Resource Usage Feedback System.................................................................................................................................................. 73
OLAM International
Sustainable Agriculture in Nigeria .................................................................................................................................................. 75
vi Greenovate!
OLPC
Extremely Rugged Low Power Laptop...................................................................................................................................... 77
Osram Sylvania
Standardized LED Systems for Cars ............................................................................................................................................. 79
Patagonia
Common Threads Initiative..................................................................................................................................................................................... 81
PFNC
Shipping Containers as Shelters............................................................................................................................................................... 83
Rainforest Alliance
Agricultural Sustainability Standards ........................................................................................................................................85
Rent-a-green-box
Zero-Waste On-Demand Packing & Moving................................................................................................................ 87
SC Johnson
4 Platforms for Sustainable Leadership............................................................................................................................... 89
Stonyfield Farm
Organic Yogurt with a Message................................................................................................................................................................... 91
Companies Innovating to Create a More Sustainable World vii

TerraCycle
Turn the Trash into Cash........................................................................................................................................................................................... 93
Tesco
Eco-Environment......................................................................................................................................................................................................................... 95
Tesla Motors
High Performance Electric Sports Car .................................................................................................................................. 97
Toyota
Prius Gas-Electric Hybrid .....................................................................................................................................................................................99
U.S. Green Building CounCil

The Gold Standard for Green Building ................................................................................................................................101
Whole Foods
Microloans for Local Farmers....................................................................................................................................................................103
Zipcar
Car Sharing for City Dwellers .................................................................................................................................................................. 105
Authors.......................................................................................................................................................................................................................................................................................... 107
Contributors................................................................................................................................................................................................................................................................... 109
GREENOVATIONS AT A GLANCE ........................................................................................................................................................................................................ 110
A Note on Sources..................................................................................................................................................................................................................................................113
viii Greenovate!
FOREWORD
Hult International Business School is committed to creating leaders who can succeed and thrive in a
complex business environment that is increasingly global, diverse, fast-moving and interconnected — a
political decision in London or Boston can impact business choices in Shanghai; an emerging start-up in
San Francisco’s Silicon Valley could affect projects in Dubai and the surrounding region.
The challenges linked to sustainability (or healthcare inflation, education, the bottom of the pyra-
mid, and other megatrends) seem to be insurmountable for entire geographies, industries, and
stakeholders, let alone companies and individuals. But it is precisely these types of ambiguous and
uncertain challenges that create tremendous opportunities for new and existing businesses.
Hult believes in making stories of business successes and innovations in areas such as sustainability
accessible to individuals and organizations throughout the world. We are confident that this book
will enable others to apply the lessons learned across industries and geographies in order to find
creative ways to make innovations profitable and therefore sustainable in their own organizations.
As a rapidly growing institution at the cutting edge of action and blended learning we are also
committed, along with IXL Center, to keeping our feet firmly grounded in the needs of today while
exploring the potential of tomorrow — the potential of asking, “What If?” and “What’s Next?”
Dr. Stephen J. Hodges

President, Hult International Business School
Idealism and ideation — the generation and vetting of ideas and solutions — do not have to be at
odds with profitability. Indeed, many businesses are finding their niche at the intersection of sus-
tainable practices and innovation. In bringing both together, they have learned how to Greenovate!
Companies Innovating to Create a More Sustainable World ix

This convergence is a central focus of work done at IXL Center, an innovation think tank, and at
Imaginatik, a leader in innovation and Collective Intelligence. We live on that precipice of tomor-
row’s ideas realized with today’s technologies as we promote and support innovation efforts across
the globe that are leading to truly sustainable long-term practices.
The following pages illustrate how some organizations have made greenovation a reality. This book is
just the first in a series illustrating the cutting-edge innovation techniques in practice at the world’s
leading industries. At Imaginatik, we help these organizations pave the path to true innovation, achiev-
able by leveraging the combined brainpower of individuals within and outside of an organization.
The work of the IXL Center will hopefully spark ideas within your own organization and help to create
an overall greener and more sustainable world.
Mark Turrell
CEO Imaginatik plc
ACKNOWLEDGEMENTS
We would like thank our family, friends and colleagues for their support during the creation and
production of this book. The support came in many forms from listening to our ideas, to nudging us
forward when we slowed down, to making valuable suggestions for improvements, to providing rel-
evant company information, to financial support for the editing, designing and printing of the book.
This was an not just an effort by the three of us, but by a whole network of partners. Thank you Hult
International Business School, Imaginatik, Opus Design and all the companies mentioned in this book.
Tyler McNally, Ronald S. Jonash, Dr. Hitendra Patel

IXL Center
x Greenovate!
Introduction
Great ideas and exciting technologies abound that aim to create environmen-
tally sustainable products and services, promising to improve the health of the
planet. In fact, they’ve been around for years. But why haven’t we had a slew
of innovative products and services that realize the promise of sustainability?
Why don’t we have scores of environmentally friendly companies touting their
long-term successes? Why haven’t we reached the tipping point for a new and
greener economy?
The answer begins with this lesson: good ideas and amazing technology, by them-
selves, are not enough. The key component to making green innovations lasting
and impactful is to make them attractive to the market and profitable. To be suc-
cessful, these greenovations, as we call them, have to be financially and economically
feasible and scalable. Without these components, good ideas can’t get beyond being
just good intentions.
In Greenovate!, we at the Center for Innovation, Excellence and Leadership and the Hult Inter-
national Business School have surveyed some of the best innovations that do, indeed, fulfill
that promise, as well as others that appear to have the potential to. We’ve gathered stories
and learned lessons about sustainability from the path-breaking efforts of leaders, compa-
nies, non-profit organizations and governments from around the world. These lessons have
demonstrated that there are innovative ways to make money and make a difference — ways
that help us maintain our idealism by also satisfying the need to make a living.
In short, building on real and successful innovations that are green and sustainable would
create a tremendous positive impact on our lives and the life of the planet. Just imagine:
Companies Innovating to Create a More Sustainable World xi

What if ...
... we could find dozens of new ways to create alternative and clean sources of energy,
thereby dramatically decreasing our use of expensive and polluting fossil fuels?
In solar power, technological strides have made solar more practical in terms of cost and
flexibility of use: Energy Innovations’ Sunflower solar farms have dramatically lowered the
price of solar electricity while Nanosolar and Konarka are developing new ways to create
and apply solar cells. eThekwini Municipality’s (City of Durban) landfill gas-to-electricity
project demonstrated that developed world solutions for clean energy can be successfully
adapted to developing world situations. While many think this is a domain of high tech,
there are also many low tech examples: Empower Playgrounds is converting children’s play
into electricity for schools while the City of Paris and JCDecaux are collaborating to make
bicycles a viable public transportation option for commuters within Paris.
... we could recycle, re-use and efficiently dispose of substances left over from today’s
manufacturing processes, turning waste into useful materials and fuels that
would otherwise be dumped into the world’s ever-expanding landfills?
In the realm of recycling, Patagonia, and Terracyle have succeeded in drawing most or all of
their raw materials from recycled materials and then selling them in very different markets:
clothing and consumer packaging. Greenbox replaces disposable moving boxes with rent-
able easy-to-stack plastic boxes made with recycled materials. In Indonesia, Don Bosco has
actually succeeded in “putting old wine into new bottles” by converting oil for cooking into
fuel for buses. Big Belly’s automated, solar-powered urban trash compactors can improve
the entire waste-disposal system in urban areas, making them more energy- and labor-
efficient while reducing the space that trash occupies. (And below, we’ll discuss PFNC’s
transformation of shipping containers into housing.)
xii Greenovate!
... we really looked at the way we used power and found ways reduce the huge
amounts of energy we lose because of inefficient systems and even simple care-
lessness—what if we found new ways to use less power and become more efficient?
In the domain of energy used for airplanes, Canada’s Bombardier entered into a partnership
with manufacturers to find ways to reduce fuel consumption while UPS has found ways to
conserve on fuel use as well as lower noise pollution by changing the way it lands its planes.
While Tesla has begun to succeed in creating a market for all-electric vehicles, Bosch and
Better Place have found complementary ways to maximize the energy and minimize costs
associated with hybrid and electric vehicles. BAE Systems has made a real impact in extend-
ing hybrid technology to much larger vehicles, such as city buses. The One Laptop per Child
initiative and the retailer Tesco, although involved in very different domains, have both
made an effort to analyze supply chains and processes to reduce costs and decrease en-
ergy use everywhere possible in their respective industries.
... we could improve processes related to agriculture and food production, mak-
ing more food available, cultivation more sustainable, and processes less
wasteful than ever before?
Creating and enforcing high standards of agricultural production that help to

sustain the rainforest’s natural resources is the creative contribution of the
Rainforest Alliance. Ikea’s Farmer Field Schools take the long view of educating
cotton farmers in India and Pakistan on how to use less expensive and less tox-
ic methods of farming, thus preserving the base of its supply chain. Netafim’s
drip irrigation system makes remarkable savings of water while improving
irrigation systems. US’s Dairyland Power has pioneered methods to convert
waste into energy for farming while BP Energy India’s innovative business
model has made it possible to distribute a sustainable cooking method
throughout rural parts of India.
Companies Innovating to Create a More Sustainable World xiii

... we could apply more intelligent systems to conserving energy and developing
alternative sources of power, making huge savings on emissions and costs?
The possibilities of applying contemporary computer power and analytics to finding ef-
ficiencies we could never dream of before opens up many opportunities for conservation
and creativity, from the scale of the individual to whole cities and countries. On the small
scale level, Cisco Energywise, Oberlin College, Garmin and Progressive Insurance have found
ways to provide data and feedback all the way back to individuals to inform them about
how they use energy; this information is then used as a foundation for reducing energy
consumption. On a much larger scale, the EU’s E-Street program and Malta’s Smart Grid proj-
ect benefits from the vision of government leaders who enable and fund the wide variety
of players who must collaborate cohesively to scale up green initiatives big enough to meet
the huge problems posed by climate change.
... we could create more efficient and environmentally friendly construction

processes and building materials, thus attacking one of the largest emitters of
harmful greenhouse gasses and physical waste?
Going from planning to construction, a variety of initiatives have already begun that could
revolutionize the energy consumed and wasted through construction. LEED is a standards
group whose certification process awards buildings and builders for environmentally
friendly construction and finished structures. Axion has succeeded in reducing waste
while simultaneously improving the performance of construction materials. Finally,
the Bank of America Tower reflected a decision of B of A to set green standards for
a major high-rise building in the US by using the best technology to reduce its
carbon and waste footprint while simultaneously making improvements to the
building’s operations.
xiv Greenovate!
... we could spread these greenovations to developing regions where we can
improve the wealth, health and environment for people at the bottom of the pyramid?
Many examples mentioned above (e.g., PFNC and One Laptop per Child) also fit into this
category. Some other notable instances follow the lead of initiatives such as Empower Play-
grounds by finding ways to improve resource distribution without having to make huge
investments in new infrastructure. Grameen Danone, for example, tends to the problem
of hunger in Bangladesh by constructing eco-friendly yogurt mini-factories that will be
located throughout the country, thus producing jobs and providing nourishment for sur-
rounding villages. Bloom Energy uses the same logic of decentralization in its creation of
large fuel cells that can power entire households located far away from conventional elec-
tric grids. In Nigeria, Olam’s business model innovation aims at aligning the interests of
private capital, public institutions, and small farmers to create a revolutionary new market
system to increase the quality and quantity of the production of a key staple, rice, while
also adding significant gains to the income of farmers.
Defining Greenovations
We started our journey by defining “sustainable, green innovations” (or “greenovations”)
because, as with “innovation,” we found the goal of making products and services “sus-
tainable” to be a concept that is widely used, but often misunderstood. For our definition
of greenovations, we combined our description of business innovation with a synthesized
concept of sustainability as articulated by a number of leading global organizations:
Greenovations create and capture new value by meeting the needs of

the present without compromising the ability of future generations to
meet their needs.
Companies Innovating to Create a More Sustainable World xv

With this definition in hand, we have conducted extensive research on all types of
businesses, initiatives, projects and technologies to identify the best examples of truly
sustainable, green innovations — concepts that make money and improve the environ-
mental equation.
Our Contribution to the Literature

One important characteristic that connects all these categories of innovation together,
as well as the specific companies and organizations that are featured in these cases, is
that these stories are about greenovations in the here and now. In contrast, there are many
books that have made compelling arguments about how to link the markets and environ-
mentalism in the future. Paul Hawken’s Natural Capitalism, for example, made a splash by
positing that of all the capital existing in the world, “natural capital” is the most underval-
ued. Governments could address this imbalance with a combination of incentives for good
environmental behavior and taxes for bad. Although we heartily applaud his contention
that natural capital makes “life possible and worth living on this planet,” waiting for gov-
ernments to become the prime impetus to push this kind of change in attitude may take
longer than the planet can itself sustain.
For those of us more impatient to see business in sync with the needs of the environment,
these examples of greenovations demonstrate that we don’t have to wait for huge changes
in the world’s laws or in political movements or philosophy to make the planet greener and
make money while doing it. In other words, one message underneath these stories is that
it’s time to stop debating about whether we can or should make money off greenovations;
instead, it’s time to get busy. Our innovative and compact method of getting the most im-
portant elements of business cases in a page or two — building off our earlier work in 101
Breakthrough Innovations — was created with the intention of sharing the core lessons of
xvi Greenovate!
these innovations (individually and collectively) as efficiently as possible with the hope of spurring
people to move from theory to practice.
In many ways, Greenovate! amplifies the message of Daniel Esty’s influential Green to Gold, which
offers a very useful argument to business executives on how to green their businesses by integrat-
ing environmentally beneficial processes and products into their strategy. Strategy always comes
first, Esty reminds us, because it blazes the path to sustaining profits. Green turns to gold when
environmentalism is folded into that strategy. We wholeheartedly agree that all businesses cannot
forget profit, no matter how philanthropic some of their goals may be.
In Greenovate!, we open Esty’s lens on profitable green businesses geographically and economi-
cally, including many businesses and organizations of varying sizes from all over the globe. We
also devote some attention to businesses whose goal is to transform the lives of people at the
bottom of the economic pyramid — Grameen Danone in Bangladesh being one of the most strik-
ing instances. In examples such as these, we implicitly agree with Jack Hollander’s main argument
in The Real Environmental Crisis, which critiques the implicit contradiction held by many people
between environmental goals and making money. Far from contradictory, it is affluent societies, he
argues, that have the luxury to devote resources to environmental preservation and conservation.
The US’s Endangered Species Act is a prime example of an initiative that would find little support
in impoverished countries whose populations are focused mainly on their own survival — unless,
as has been demonstrated by many countries, such programs are integrated into tourism and
sustainable development programs.
Many disagreeing with Hollander would contend that making money in a capitalistic system is
inherently un-environmental because capitalism’s need to grow continually can not be sus-
tained. But, Greenovate! suggests that if capitalistic businesses grow from a foundation of
sustainable practices, then capitalism’s drain on limited resources can be limited — as long
as we’re innovating in a green way.
Companies Innovating to Create a More Sustainable World xvii

Pulling Rather than Pushing Greenovations on to the Fast Track
Despite our excitement over the many lessons of this book, we realize that that ultimate goal of
creating a greener economy will not be achieved overnight. A series of small and large advances on
many fronts will be required. Of course, social responsibility can and will play a role in the world’s
progress, but we cannot rely on this as a way to achieve our goals. Instead, we should build upon it.
Indeed, combining environmental consciousness with innovative business practices may be the
surprise leading edge of the movement to save the planet in the twenty-first century. Thanks to
the kind of growing popular pressure Esty points to as a driver for change (seen in changing con-
sumer preferences as well as in government incentives and regulations), companies, economies and
societies around the world are eagerly looking for capabilities to use all resources more efficiently.
But innovating in the here and now to make our methods of production and consumption greener
and more sustainable requires making fundamental changes in a very complicated world created
by decades of environmentally unsustainable economic structures. Because of those complications,
we have to find more ways to pull (through demand) rather than push (through mandates or the
simple offering of new technologies) greener habits and processes through the market with the
explicit and tacit cooperation of the majority of the world’s population.
Although we need revolutionary, comprehensive economic change to save the planet, we have to
realize the promise of that revolution through evolutionary adoption processes. In other words,
we have to make the necessary changes in behavior, cultures and economies easy rather than
hard. As innovation advisors and teachers to hundreds of companies over the past thirty-five
years, we have encountered two major barriers to addressing most of the environmental chal-
lenges the world faces.
xviii Greenovate!
Firstly, a green economy must be built upon innovations that
are financially sustainable.
As we mentioned above, idealists have often seen an inherent tension

between making money and doing good. We would contend that making
money employs and sustains people; hence, it motivates people to create
and promote particular products and services. Although many corporations
and people around the world aspire to support high ideals for tomorrow, most
have to make money today to survive. What we advocate is using innovation
to eliminate this false tension between profit and idealism. Building on signifi-
cant innovation in both products and services as well as in processes and business
models to create greener businesses, we hope that we can also create a significant
innovation in economic outlook—one that sees a future that is both prosperous and
green. For while it is certainly true that there is no future without a present, it is also
true that there is not much of a present without the promise of a future.
As we at Hult International Business School and at the Center for Innovation, Excellence
and Leadership have worked in this area, it has become evident that there are many books
on green and sustainable business practices and many more on innovation. However, there
are not many that bring these two together with a focus on gathering information about the
areas where innovation meets environmental sustainability to uncover the true root causes and
critical lessons that enabled these strides forward.
Secondly, information about green business practices has to be gathered

and then widely distributed.
We believe that problems of global scale must be addressed with global resources, experiences,
and knowledge. In our research we have found inspiring stories of sustainable business innova-
tions from all directions — cases from Canada to Brazil as well as from Finland to Ghana.
Companies Innovating to Create a More Sustainable World xix

While these cases have often documented the wonderful regional impacts of green innovation,
their potential to change the world is limited if information about them does not go beyond their
region of origin. In publishing Greenovate!, we’ve tried to scan the world for some of the most
notable efforts linking innovation and environmental sustainability. We hope they can provide ex-
amples, instruction and inspiration for your own future contributions to a green world economy.
In short, this book strives to provide stories of how many of the world’s leading and emerging
companies are addressing sustainability issues with profitable solutions that can spur even more
innovation, growth and development as individuals and companies realize that being green does
not mean being in the red. While there are a wide variety of approaches to this challenge, there are
also common threads connecting many of the cases to one another, as in the categories of greeno-
vations answering the question, “What If?” in the opening of this book. Moreover, there are some
common themes running through all the cases that should offer insights to all those wanting to
pursue sustainability solutions.
Insights for Driving Sustainability Innovations

The first set of insights relates to the ways in which organizations have been most successful in
creating sustainability innovations and getting them to market:
Patience and Timing
Sustainability innovations often require new-to-the-world technologies and/or significant

changes in behavior from consumers. Neither of these can be easily achieved in the short-term.
Companies that are focused and organized for the long march often manage to win—see Toyota’s
commitment to hybrids that can achieve 100% improvements in gas efficiency versus marginal
xx Greenovate!
improvements in the existing combustion engine. By not pacifying the near-term needs
of stakeholders, the companies in this book have avoided falling in the trap of “green-
washing” and have actually captured the inherent opportunity in achieving sustainability.
But patience is often not enough. Timing also counts, for being too early or too late to the
market can mean, in the first instance, offering a product nobody is interested in or, in the
second, entering an market that no longer has room for your innovation.
Passion and Persistence
To support the long march for the big win, we found that company leaders were both excited and
personally motivated to build and drive the business. Whether it was to change the world and
make it a better place (Oberlin College or Grameen Danone) or to make a lot of money (Konarka),
the passion and persistence of these leaders were crucial in overcoming daunting challenges: from
bringing new technologies to the market to changing consumer/customer behaviors to implement-
ing different business models. It is clear that sustainable greenovations cannot be left to managers
but require leaders whose passion and persistence provide the energy and stamina to overcome
the range of barriers that will arise.
Creative Business Models
There is a virtuous cycle in making something that is valued by the market and doing it profitably.
We find that sustainability offerings that have a clear value proposition to the consumer/customer
combined with a profitable business model have greater market acceptance and higher growth
rates. As an example, Zipcar’s new business model is offering drivers an alternative to owning a car
or even renting a car. Offering a subscription model of car use that gives the company a base of
steady cash flow, Zipcar also relieves infrequent or sporadic car users of the burden of paying for
Companies Innovating to Create a More Sustainable World xxi

gas, insurance, and maintenance as well as the sheer cost of buying a car. People interested in
occasionally renting a car can find that Zipcars are conveniently dispersed throughout dense
urban locations. Automation allows riders access to codes that unlock the cars. The company
is also open to innovative partnerships with large institutions that can support a fleet of cars,
such as a municipality or a university. Enabled by the insightful application of automation, Zipcar
is searching out various ways to monetize its new offering.
Insights for Making Sustainability Innovations Last

The second set of insights we uncovered is that almost all of the green innovations we analyzed
achieve more sustainable outcomes because the companies and organizations that promoted these
innovations found ways to maximize their efforts or minimize their costs in ways that consistently
found success in the market. This was accomplished through using one or more of the four methods
summarized below:
Do More with Less
By focusing on improving the efficiency of resource use, these offerings will extend the ability
to use the finite amount of non-renewable resources. These incremental innovations are critical
as they act as a bridge to technologies that can take full advantage of renewable resources that
are either too new or too costly to act as substitutes for non-renewable resources in the immedi-
ate future. Furthermore, when our economies are finally able to run on renewable resources, our
systems and infrastructure will sip rather than guzzle, lowering the level of investment required to
introduce more greenovations in the future.
xxii Greenovate!
For example, as the world’s first mass-produced hybrid vehicle, the Toyota Prius achieves incredible
gas mileage with a car that works with the existing transportation system. Although both Toyota and
other car companies started work on alternative fuel vehicles at roughly the same time, many of the
others have tried to bite off more than the market can chew: their overly-ambitious 100% electric
cars needed many more billions of dollars and more development years in addition to the added
requirements of creating new infrastructure and changing customer behavior. And while the other
car companies have quickly rolled out hybrid options in the past few years, Toyota has already built a
dominant position: the company released its third generation hybrid system this year (despite its re-
cent recall problems which should prove to be a temporary bump rather than a permanent obstacle).
Substitute without Sacrificing Performance
These products and technologies replace scarce or finite resources with more widely available or
renewable ones: organic plastic instead of petrol-based plastic or bamboo instead of wood. These
innovations also include fully recyclable and upcycled products. As we mentioned earlier, Greenbox
makes plastic moving boxes and other equipment from recycled materials, and, in the ultimate
move towards sustainability, recycles its worn-out equipment into new boxes.
Inform and Empower
These solutions provide people with accurate, relevant information on how, when and why resourc-
es are being used. Armed with this information, users are changing their behavior in significant
ways. These types of innovations are critical: while technology will drive many of the sustainability
gains, these benefits can be eclipsed by simple changes in human behavior. Providing detailed
information on how community resources are used by individuals enables those individuals to self-
monitor and adjust. Two projects in their early stages mentioned above — Cisco’s Energywise and
Oberlin College’s Energy Use Feedback System — have demonstrated that as information on resource
Companies Innovating to Create a More Sustainable World xxiii

use is made more granular, individuals make better and smarter decisions. And both initia-
tives are working to lower implementation costs and increase the return on investment via
lower operating costs for homes, offices and other buildings.
Find the Win-Win-Win
This final case includes sustainable green innovations that align the incentives of many to
achieve sustainable outcomes. These examples usually involve at least three different groups,
each with very different needs, resources and behaviors. For example, PFNC takes empty ship-
ping containers that are too expensive to recycle or ship empty back to China and converts them
into affordable, stackable homes for Mexican workers. These workers living directly across the US
border were typically housed in cardboard and aluminum shantytowns. Although these basic struc-
tures, outfitted with renewable or recyclable materials, cost less than $8,000 to create, the houses
remained too expensive for the workers. However, PFNC is working with the large US corporations
that employ these low-income laborers to pay the upfront housing cost to PFNC and then deduct a
manageable amount from each employee each month. The US firms like the idea because it creates
sturdy homes and stable communities that lower the high attrition rates typical of these workers.
PFNC makes enough money to continue upcycling shipping containers costs and to invest for future
growth. And the Mexican workers get affordable, developed-world housing.
Who Belongs in “Greenovate!” — now and in the future?

In gathering cases for this book, we chose the innovations that were creating the most buzz and
seemed to have the most potential for long-term success. Their ability to capture value makes
them truly sustainable — either as innovations attached to a particular company or innovations
xxiv Greenovate!
that could be spread throughout an industry or even a whole economy. We also chose companies
that had a good deal of information in the public domain, which left out very many interesting sto-
ries in places like Japan and Korea.
But we don’t see this book as an end in itself; instead, we see it as a way to inspire more efforts to
greenovate and more efforts to gather and share information. To that end, we are doing two things
to continue the momentum of Greenovate!. Firstly, this book marks the beginning of the Beyond
Eureka! series of books highlighting innovations that are leading the way across a range of themes
(not just stainability). Secondly, this book will be followed by an IXL Greenovate! web site, where
we hope to continue the conversation on the connection between innovation and green business
practices. In turn, that conversation can become a library for leading-edge information on innova-
tion that companies draw from. Some of these innovations and companies are speculative and we
are optimistic that they will succeed; however, we do also recognize that we take the risk that we
might be wrong about their future. In those cases, we have a plan to replace these unsuccessful
innovations in the next version of Greenovate!
If we’ve overlooked your organization’s greenovation, we invite you to add your voice by post-
ing your company’s accomplishments and goals in this space. We very much look forward to
hearing from you.
For more information, please visit http://greenovate.ixl-center.com
Companies Innovating to Create a More Sustainable World xxv

How to Read this Book
In addition to the categorization of greenovations in the opening pages, it may also be helpful to
provide a description of the discursive elements of the cases that have enabled us to condense
these stories into a format that is both informative and concise.
The story of each greenovation is captured on two pages. The first page provides a concise overview
by answering three questions: What is the innovation? Why is it sustainable? What has the result
been? The second page chronicles in greater detail the Drivers, Barriers, and Enablers for the inno-
vation; or, in other words, how did the innovation come about? In addition, the Impact on internal
and external stakeholders is described. At the end, we look over the horizon to ask “What’s Next?”
for the organization and/or the innovation.
In the spirit of innovation, we’ve added a unique layer of information to the second page of the
cases. The reader will notice that the content in the vast majority of cases is organized graphi-
cally in rows (described in the preceding paragraph) and in columns. In other words, in addition
to reading the cases left to right, many stories can be read in columns from top to bottom. In the
case of Bombardier, for example, the left column of the case deals with
cost cutting, the middle with the persuading airlines to adopt
new technology, and the right column with
exploring innovative ways to find customers
in tough economic times.
xxvi Greenovate!
How to Use this Book
1. Convince your organization that you can do it, too. Most if not all of these
greenovations offer a story about overcoming obstacles to success — from
solving technical problems to changing consumer habits. Calibrating the
innovation to the economic context and the consumer need, greenovating
organizations are making a difference in small villages in Peru as well as conti-
nental-size changes across Europe. They’ve done it, so you can, too.
2. Generate ideas about how to innovate — whether around using less, creat-
ing new, or developing new business models. With 50 examples from a wide
range of organizations serving regions in many different stages of development,
real material for brainstorming for new greenovations abound — either within the
industry or market your organization already occupies, or in new spaces where op-
portunities are emerging.
3. Buy something specific from these companies and organizations to help them
become profitable and grow. Money talks, and greenovations will flower faster and
sooner with the financial backing of consumers. Because most of them offer cheaper
and more efficient alternatives to traditional products and services, greenovations will
also make a positive difference to the bottom line of consumers.
4. Spread the word about greenovating. Whether you refer others to this book, to the stories
inside it, or just the insights they’ve helped to generate, you can help us move to a greener
economy, changing hearts and minds one at a time around the world. If Greenovate! in-
spires you to green your own company or organization, keep the momentum going and
share these stories with anybody you know who might be inspired, too.
All of us at the Center for Innovation, Excellence, and Leadership (IXL Center) hope that
these stories enable you to think and act more innovatively as we all move to create a more
sustainable economy and society.
Companies Innovating to Create a More Sustainable World xxvii

New Innovation
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As a result, 50,000 cars have
cells by 40%
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1 Greenovate! © copyright 2010 IXL Center

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IMPACT the demand from potential these costs from people’s houses society and the environment
drivers
Zipcar will continue to enter and to grow in urban environments as the company works towards its goal to
The company’s near term strategy is to build partnerships with key supply chain companies and fuel cell
have car-sharing members outnumber individual car owners in major cities around the globe. The firm is
OEMs. In the long term it plans to enter more markets: transportation as well as industrial and domestic
also expanding into different markets that could potentially support a small fleet of Zipcars —for example,
distributed energy.
Zipcar now provides its service to over 120 universities across the US.
WHAT’S NEXT?
Companies Innovating to Create a More Sustainable World 2

Kindle
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computer-free newspaper
in steady-state As a result, 50,000 cars have

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Print media consumes over 160 million One aspect of Amazon’s core mission is Decline of print media has forced
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trees per year in the US — even small to provide “any book, anywhere at any writers, publishers, and booksellers
they own them — at any sure a vehicle and increasingly provide the same level of from a friend and believed
reductions by stakeholders conserves time” — the Kindle brings this goal one to find new ways to remain viable with
given moment in an urban congested urban areas with mobility or convenience while that such a business could be
significant resources step closer to reality electronic media
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other eReader
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manufacturers and content companies can build on this success, the print media industry could develop The firm is
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new, more environmentally and financially sustainable business models for the future.fleet of Zipcars —for example,
WHAT’S NEXT?

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a newand
I-beam
in- andpublic
using transport
more pil- doeswere
nottested byabout
the American
car-sharingAssociation
in Europeof
they owncooperatively
worked them — at anyto develop sure
test a vehicle
ings
and
toincreasingly
support the newprovide
beams,theAxion
same level of
Railroads in Colorado
from a friend
to prove
andthat
believed
its plastic
given moment
methods in an urban
and standards that would
congested was able
guide urban to build
areas with a bridge that can
mobility ties last
or convenience longer
while than
that wooden
such ties could be
a business
environment,
the use of thesethematerials
supply strained roads
withstand
and parking—
heavier loadsregular car rentals are pricey scalable, very profitable and
drivers
INTERNAL:
EMPTY SEATS: LONGER
OWNERSHIP LIFECYLE:
FRUSTRATION: NEW MARKETS:
FEW ALTERNATIVES: GREEN CAN BE GOLD:
Axion
Peoplehas
onlystarted receiving
drive their cars orders from must
Owners The resulting
endure highbridge
fixed is not only cheaper
Compared Demand for blended
to car ownership, Founderplastics that can
Robin Chase heard
major US of
a fraction andthe
Canadian railroad compa-
overall time costs to buy,tomaintain
construct, but
and in-it alsopublic
costs less
transport doeswithstand
not high
about pressure has grown
car-sharing in
in Europe
nies
they for
owntheir
themrailroad ties and a contract
— at any to and
sure a vehicle maintain over a long provide
increasingly period than commercial
the same level of applications
from a friendsuchand as deck-
believed
from
giventhe US Army
moment in antourban
build more congested
bridges urban
wooden bridges
areas with that aremobility
often weak- ing —while
or convenience this willthat
introduce the product
such a business to the
could be
environment, the supply ened
strained roads byparking—
and rot and insect damage residential
regular car rentals are pricey market
scalable, very profitable and
drivers
have ideas
New car-sharing
such asmembers
combining outnumber
blended plastics
individual
withcarthe
owners
I-beamin decking
major cities
system
around
in residential
the globe.building
The firm is
structures
also expanding
will make
into different
the system
markets
cost-competitive
that could potentially
comparedsupport
to traditional
a small
wood
fleetlumber
of Zipcars
and—bio-composites.
for example,
WHAT’S NEXT?

New Innovation
HybriDrive Propulsions Systems ®
Using hybrid
RedIgnis autem
system
facerro
technologies
viderovitasdeveloped
re volorehfor
endaepu
defensediones
applications
rerem. Ecto
for large
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ex exceatquam
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nia porecupid eos plaute molor

Zipcar’s
BAE Systems’
car-as-a-service
HybriDriveoffers
®
hybrid Better fuel
Zipcars enable
economy
city dwellers
and lower More than
Zipcar is the
2,000
world’s
buses
largest
on the
car
electric
cars anddrive
trucks
system
in specific
integrates
urban to share cars, increasing
emissions sharing
road, with
service
moreproving
than 100themillion
cars-
engines,
areas for motors,
as little as
generators,
thirty minutes utilization of each vehicle as-a-service
miles of service
model
Reduced maintenance and higher
energy storage systems, and
Rental fee includes all main- reliability plan and combine mul-
Members 10 million
Over 2 million
gallons
people
of fuel
livesaved;
within a
power control
tenance and gas costs for a tiple auto trips intosmoother
one, reducing five-minute
100,000 tonswalk
of carbon
of dioxide
Quieter operation, ride,
Modular
convenient
andand
fuel-cell
reliableready
and 500 tons of nitrogen oxides
and increased passenger comfort
prevented
Commercial success story from a and satisfaction As a result, 50,000 cars have
defense company been taken off the road

EMPTY
HIGH SEATS:
COST OF FUEL: OWNERSHIP FRUSTRATION:
GOVERNMENT PUSH: FEW ALTERNATIVES:
INFRASTRUCTURE GREEN
PUBLICCAN BE GOLD:
IMAGE:
People
For only
heavy drive their
vehicles cars
in constant Owners
Strict must endure
emissions ruleshigh fixed
for city Compared
AVOIDANCE: to car ownership, Founder
Cleaner, Robin Chase
quieter, moreheard
com-
a fraction
use, of the
the cost overall
of fuel is a time costs
busesto buy,
and maintain
purchase and in-
subsidies public transport does not
Infrastructure-intensive about car-sharing
fortable buses mean in Europe
better
they own them
significant — at any
contributor to sure a vehicle
encourage and authorities
transit increasinglyto provide the same
compressed naturallevel
gas of
was from a friend and
transportation forbelieved
all
given moment
operating costsin an urban congested
buy urban areas with
clean buses mobility or convenience
the standard approach forwhile that such a business could be
environment, the supply strained roads and parking— regular
meetingcar rentalsregulations
emissions are pricey scalable, very profitable and
drivers
EMPTY SEATS:
ADVANCED ENERGY OWNERSHIPTECHNOLOGY:
UNPROVEN FRUSTRATION: FEW ALTERNATIVES:
SUPPLY BASE: GREEN CAN BEBASE:
KNOWLEDGE GOLD:
People
STORAGE: only drive their cars Owners
The truckmust endure
and bus highisfixed
industry Compared
System to carhigh-power
required ownership, Founder
Few Robin Chase
companies had theheard
aBoth
fraction ofion
lithium thepacks
overall
andtime
fuel costs to buy,and
conservative maintain andtoin-
resistant public
and transport does not
high-energy-density about car-sharing
breadth in Europe
of knowledge,
they ownare
cell packs them
still—high
at any
cost and sure a vehicle
change, andwith
especially increasingly
respect to provide the same
components level of
that previously from a friendand
experience, andcapabili-
believed
given moment in an urban
high weight congestedtechnologies
unproven urban areas with mobility
were not or convenience
available in the while thatto
ties such
makea business could be
hybrid electric
environment, the supply strained roads and parking— regularbase
supply car rentals are pricey scalable, very
propulsion profitable and
reliable
drivers
SYSTEMSEATS:
EMPTY INTEGRATION: EARLY
OWNERSHIP
ADOPTERS:FRUSTRATION: COMMITTED
FEW ALTERNATIVES:PARTNERS: SIMULATION
GREEN CAN BE SYSTEMS:
GOLD:
People onlymulti-disciplinary
Integrated, drive their cars Owners
New Yorkmust endure
City led highinfixed
the way Compared
Daimler to car
Buses ownership,
North America Founder Robin
Multi-level, Chase heard
multi-disciplinary
adesign
fraction of the overall
capabilities enabletime costs to buy, maintain
demonstrating, and and
developing, inpublic
and thetransport does not
UK’s Alexander Dennis about car-sharing
simulation in Europe
techniques enabled
hybridown
they them
electric — at any to
components sure a vehicle
maturing and
hybrid increasingly
technology — it provide
Ltd. the same
invested level of
to incorporate from a friendand
components andsystems
believedto be
work together congested
now operatesurban areas with
the world’s largest mobility
hybrid or convenience
electric technologywhile
into that such afaster,
developed business could be
shortening
environment, the supply strained
hybrid busroads
fleet and parking— regular
their car rentals are pricey
platforms scalable,time
payback very profitable and
drivers
INTERNAL:
EMPTY SEATS: URBAN
OWNERSHIPBUS FLEETS:
FRUSTRATION: CLEANER
FEW ALTERNATIVES:
PROPULSION: GREATER
GREEN CAN EFFICIENCY:
BE GOLD:
People only drive have
These innovations theirenabled
cars Owners must
HybriDrive endure high fixed
propulsion Compared
10 to car ownership,
million gallons of fuel saved, Founder
Fuel Robin Chase
consumption heard
is typically
aBAE
fraction of the
Systems overallthe
to bridge time
gap costs to buy,
systems maintainclean
are providing and inpublic
and transport
100,000 tonsdoes
of COnot
2
and about
20 car-sharing
percent in Europe
to 30 percent lower
they ownmilitary
between them — atcivilian
and any sure a vehicle and
transportation increasingly
in the US, UK, provide
500 tonsthe same
of NO X
level of
prevented from a friend
compared and believed
to conventional
given moment
markets in an urban
and technologies congested
and Canadaurban areas with mobility
to date or convenience while that such
diesel a business
buses, could be
varying according
environment, the supply strained roads and parking— regular car rentals are pricey scalable,
to very profitable and
duty cycle
drivers
BAE Systems’ ongoing investment in its HybriDrive propulsion system includes: lightweight, cost-effective lithium-ion energy
Zipcaradvanced
storage; will continue
powerto enter and
controls; and, to grow traction
modular in urban environments
systems that promoteas the company
acceptance into works towards
new markets and its goal to
adoption by
new
haveequipment manufacturers.
car-sharing membersSan Francisco estimates
outnumber individual that itsowners
car bus fleetin
will be emissions-free
major cities aroundby 2020, and London
the globe. has is
The firm an-
nounced plans to convert its entire fleet to hybrid electric vehicles for the 2012 Summer Olympics. Fuel cell anti-idle and prime
also expanding
propulsion into different
power systems are on themarkets
horizon, that
alongcould potentially support
with battery-electric a small
zero-emission fleet of
vehicles Zipcars
enabled —for
by the example,
HybriDrive
Zipcar now
propulsion provides its service to over 120 universities across the US.
system.
WHAT’S NEXT?

Heights in Eco-Construction
New Innovation
Design a autem
RedIgnis tower to incredible
facerro resource
viderovitas re efficiency standards
voloreh endaepu to reduce
diones rerem.operating costs et
Ecto consequam
and increase
volori theaut
ut voloris quality of life
officit, for tenants
nobitas ex exceatquam nia porecupid eos plaute molor

RESULT
Zipcar’s
The tower car-as-a-service
incorporates eco- offers Numerous
Zipcars enable
passive
city and
dwellers
active sus- The tower
Zipcar is the
generates
world’s largest
70% ofcar
cars
efficient
and designs,
trucks in materials
specific urban
and to share cars,
tainability measures:
increasing
from floor sharing
its own power,
service reduces
proving energy
the cars-
areas
sophisticated
for as little
environmental
as thirty minutes utilization
plans that of
maximize
each vehicle
sunlight, to as-a-service model
consumption by 50%, water
technologies such asallcogenera- onsite renewable power, to amul-
cool- consumption
Over 2 millionby 50%,live
andwithin
has a
Rental fee includes main- Members plan and combine people
tion plants ing system that makes ice at night a zero carbon footprint
tenance and gas costs for a tiple auto trips into one, reducing five-minute walk of
during off-peak hours that is used
convenient
Generates cost
and savings
reliable service
and fuel consumption and emissions With
a Zipcar
a LEED-certified platinum
to cool the building during the day
enables the building to command rating, it sets a high cars
standard
As a result, 50,000 have for
higher price premiums commercial building construction

EMPTY SEATS:
BIG BOLD STATEMENT: OWNERSHIP
BETTERFRUSTRATION:
ROI: FEW ALTERNATIVES:
MEANINGFULGREEN
CSR: CAN BE GOLD:
People onlytodrive
In addition beingtheir
thecars OwnersBased
2nd highest must endure
on a 2006highsurvey,
fixed green
Compared to car ownership,
buildings Founder
In 1998, the firm madeRobin
an un-Chase heard
abuilding
fractioninofNYC,
the overall time and
the architects costs tohave
buy,higher
maintain andincome
rental in- due public transport does
to 3.5% not
precedented about car-sharing
10-year, $350 billion in Europe
they own them
developers — at anyto buildingsure a vehicle
committed higherand increasingly
occupancy provide
rate and 3% highertherent
same level of
commitment from a friendsocial
to corporate and believed
given moment
the most in an urban water-congested
energy-efficient, andurban
lowerareas with cost ofmobility
operating 8%-9%,orlead-
convenience while that
responsibility such
— the Banka business
of Americacould be
environment,
saving, healthfultheoffice
supplytower ever straineding
roads and parking—
to better regular car rentals are
financial returns pricey
tower scalable,the
would become very profitable and
largest
of unused cars far exceeds car sharing could distribute and potentially located far of the
initiative have an beneficial
entire campaignimpact on
drivers
EMPTY SEATS:
HIGH COSTS: OWNERSHIP FRUSTRATION:
UNPROVEN FEW ALTERNATIVES:
TECHNOLOGY: GREEN CAN BE GOLD:
WORKER RESISTANCE:
People only drive
New York-area their cars
carting companiesOwnersBank
mustofendure high
America fixed toCompared
wanted to car ownership,
install water- Founder Robin
Using new technology Chase heard
could mean
athat
fraction of the
haul out overall
waste fromtime costs toless
construc- buy,urinals
maintain andhad
which in- beenpublic
rarely transport
seen or does lessnot about car-sharing
work for laborers, in Europe
making unions
they own them
tion sites — at
charged anyto sort and
extra sure a vehicle and in
requested increasingly
New York City provide the of
at the time same level of to approve
reluctant from a friend and believed
their implemen-
given
recyclemoment in an urban
construction debris into congested urban areas
construction withcity’s building
— the mobility or convenience
code did tationwhile that such
— an example a business
is the plumber’scould be
environment,
steel, concretethe
andsupply
other materialstrainednot
roads
evenand parking—
allow them regular car rentals are pricey
union’s scalable,
objection to thevery profitable and
implementa-
of unused cars far exceeds
groupings car sharing could distribute and potentially located farwaterless
tion of haveurinals
drivers
EMPTY
HIGH VALUE
SEATS:
OF WASTE: OWNERSHIP
REGULATORY
FRUSTRATION:
PUSH: FEW ALTERNATIVES:
IMPROVING TECHNOLOGY:
GREEN CAN BE GOLD:
People
Since 90%
onlyofdrive
thetheir
BofAcars
tower con-
OwnersNewmustbuilding
endure codes
high fixed
for NewCompared
York city based
to car ownership,
The implementation
FounderofRobin
new technology
Chase heard
astruction
fraction wastes
of the overall
can betime
recycled,costs
the toonbuy,
international
maintain and
building
in- codes
public
weretransport
imple- does
suchnot
as a rainwater
aboutcollection
car-sharing andindis-
Europe
they
carting
own companies
them — athaveany realized sure
theira vehicle
mented and
in mid
increasingly
2007 — theyprovide
now allow
thefor
same level
tribution
of piping from
system
a friend
willand
mean
believed
even
given moment
value — they lowered
in an urban
their pricescongested
and waterless urinalswith
urban areas as long asmobility
they are part of more while
or convenience work thanthat
installing
such a business
traditional
could be
environment,
became more cooperative
the supply as a result
strainedaroads
largerand
water-saving
parking—designregular car rentals systems,
are priceywhichscalable,
will satisfy
verylabor
profitable
unionsand
drivers
EMPTY
BETTERSEATS:
WORKPLACE: OWNERSHIP
PRIMEFRUSTRATION:
REAL ESTATE: FEW ALTERNATIVES:
THE GREEN APPLE:
GREEN CAN BE GOLD:
People
Energy only
and water
drive their
savings
carsare esti-
OwnersDespite
must endure
the high
highrent
fixed
cost and
Compared
the reces-
to car ownership,
Green design has
Founder
become Robin
theChase
trend heard
in
amated
fraction
to reach
of theaoverall
minimumtimeof 50%costs tosion,
buy, maintain
the towerand
wasin-98% leased
publicby
transport
2007, doesNewnot
York — the
about
BofAcar-sharing
tower is joined
in Europe
by
they
and productivity
own them —gainsat anywill reachsure a vehicle
attracting
and increasingly
firms such as General
provide
Invest-
the same level
others
of such asfrom
the Hearst
a friendTower,
and believed
7 WTC
given
10-15%moment
due to in
cleaner
an urban
air, more congested
ment
urban
Management
areas withto its environmental
mobility or convenience
and the
while
New York
that Times
such a HQ
business
as symbols
could be
environment,
daylight and athe
moresupply
comfortablestrainedandroads
architectural
and parking—innovations
regular car rentals for
areenvironment-focused
pricey scalable, very architecture
profitable and
of
work
unused
environment
cars far exceeds car sharing could distribute and potentially located far have an beneficial impact on
drivers
Zipcar
After will continue
opening in 2009,to the
enter and to grow
eco-friendly in urban
design, environments
construction and as the company
operation of theworks
Bank oftowards itsTower
America goal to
will make it the first skyscraper to receive the highest sustainability certification — Platinum — by the USis
have car-sharing members outnumber individual car owners in major cities around the globe. The firm
also expanding
Green into different
Building Council’s LEED markets that could potentially support a small fleet of Zipcars —for example,
rating system.
WHAT’S NEXT?

New Innovation
Steel Waste into Revenue Streams
A ten yearautem
RedIgnis project
facerro
to design
viderovitas
and implement
re voloreh
anendaepu
efficientdiones
recycling
rerem.
and Ecto
reuseconsequam
program foret
volori
slag —ut
thevoloris
by-product
aut officit,
of steel
nobitas
production
ex exceatquam nia porecupid eos plaute molor

A process
— BSSF — to quickly
offers BSSF eliminates
Zipcars enable city
thedwellers
potential In addition
Zipcar is thetoworld’s
reducing
largest
the po-
car
cars and recycle
cool trucks insteel
specific
slag that
urban to share
for buriedcars,
slagincreasing
to pollute soil sharingenvironmental
tential service provingimpact,
the cars-
the
areas for aswaste
minimizes little that
as thirty
falls minutes
on utilization
and water of each vehicle as-a-service
BSSF processmodel
saves 400,000
the production floor and elimi- tons
Over of iron orepeople
and 533,000 tons
Rental fee includes all main- Higher recovery
Members plan andrates
combine
of iron ore
mul- 2 million live within a
nates theand
need
gastocosts
bury for
theawaste of limestone per year for Baosteel
tenance tiple auto
from slag and
tripsremoval
into one,
of limestone
in
convenient and reliable one
the ground for up to year
service fuel consumption
from the process, which
and emissions
is tradi- a Zipcar
for cooling tionally used when slag is buried As a result, 50,000 cars have

EMPTY SEATS:
tackle the elephant: OWNERSHIP
BIG FRUSTRATION:
BOLD STATEMENT: FEW ALTERNATIVES:
COST DRIVEN: GREEN CAN BE PUSH:
GOVERNMENT GOLD:
People only
Baosteel, thedrive
3rd their
largestcars Owners mustthe
Recognizing endure high
need to fixed
improve Comparedone
Recycling to car
tonownership,
of slag is Founder Robin
Baosteel signedChase heard
contracts
a fraction
steel of theglobally,
producer overall time costs to buy,
efficiency andmaintain
reduce itsand in-
overall publicto
equal transport does not
saving 250kg iron aboutstate
with car-sharing in Europe
and regional
they own
buried them
over 1.6 m— tons
at anyof slag sure a vehicle and
environmental increasingly
impact, the firm provide
ore the same
and 330kg level of
limestone; from a friend and
governments thatbelieved
set ambi-
given
per moment
year as partinofana one-year
urban congested
set a goal tourban
becomeareas with
a “world- mobility orone
moreover, convenience while
ton of molten that such
tious a business and
energy-saving could be
total
environment,
cooling processthe supply
that risked strained
class roads
clean steeland parking—
enterprise” regular
slag car rentals
contains are pricey
heat energy scalable, very
pollutant goalsprofitable and
of unused
ground cars far exceeds
contamination car sharing could distribute and potentially
equivalent located
to 60kg coalfar have an beneficial impact on
drivers
EMPTY SEATS:
TECHNICAL BARRIERS: OWNERSHIP FRUSTRATION:
COMPANY SILOS: FEW ALTERNATIVES:REAL TESTING
GREENENVIRONMENT:
CAN BE GOLD:
People
The only drive
process theiras
m known cars
”BSSF”Owners
raised mustThe endure high fixedtouched
slag problem Compared
multipleto parts
car ownership, Founder Robin
The industrialization andChase heard
optimization
a fraction
new of the
technical overall including
barriers, time costs to buy,ofmaintain
the need the steeland in-
production public transport
process and the does not about car-sharing
of BSSF technology requiresinexperi-
Europe
they
to own them
reduce — atrisk
explosion any caused bysure a vehiclefirm
sudden and—increasingly provideindustrial
coordinating frequent the same level ence
of fromfrom a friend
real world and believed
application, but
given moment
expansion in anduring
of water urban the quick
congested
cool- urban
trialsareas with
and maintaining mobility
productionor convenience while did
sched- Baosteel thatnot
such
havea business could be
enough projects
environment,
ing of scorchingtheslag
supply strained roadsulesand parking—
slowed the projectregular car rentals are pricey
to conductscalable, verytests
meaningful profitable and
drivers
EMPTY
LONG TERM
SEATS:
R&D INVESTMENT:
OWNERSHIP
SENIOR
FRUSTRATION:
SPONSOR: FEW ALTERNATIVES:PARTNERSHIP:
GREEN CAN BE GOLD:
Baosteel
People only
invested
drive their
in thecars
BSSF project
Owners formustA endure
senior executive
high fixedtookCompared
control ofto
the
car ownership,
Baosteel established
Founder Robina technology
Chase heard
a fraction
13 years, developing
of the overall
newtime
technologies
costs to buy,BSSF
maintain
R&Dandproject
in- andpublic
secured
transport
direct does not trade platform
abouttocar-sharing
work with other
in Europe
steel
theyslag
and ownpreprocessing
them — at anytechniques sure
to a vehicleresponsibility
and increasingly
for helping
provide
the project
the same
teamlevel companies
of from
to test
a friend
the processes
and believed
and
given moment
overcome in an urban
the explosion risk and congested
other urban
coordinate
areas with
efforts across
mobility
the company
or convenienceshare
whileknowledge
that suchacross
a business
companies
could be
environment,
barriers encountered
the supply strained roads and parking— regular car rentals are pricey scalable, very profitable and
drivers
EMPTY SEATS:
ENVIRONMENT: OWNERSHIP FRUSTRATION:
COMPANY: FEW ALTERNATIVES:
GLOBAL RECOGNITION: GREEN CAN BE GOLD:
INDUSTRY:
CO2 andonly
People SO2drive
emissions
their cars
and The BSSF
Owners must
process
endure
improves
high fixed In 2007 BSSF
Compared to car
wonownership,
the 2nd BSSF is now
Founder Robin
widely
Chase used
heard
adust
fraction
causedof the
by steel
overall
slagtime costs
the metal
to buy,
recovery
maintain
rateand
by in- publicattransport
prize the Chinadoes
National
not about
by other
car-sharing
steel companies
in Europe
in
they
is totally
owneliminated,
them — at any thus sure aand
30% vehicle
the break
and increasingly
even for provide theAwards
Invention same level
and the
of from a such
China, friendasand
Masteel
believed
and
given
reducing
moment
the environmental
in an urban congested
the equipment
urban investment
areas withis as mobility
1st prize at
or the
convenience
International
while that such aSteel,
Nanchang business
andcould
was ex-
be
environment,
impact of the steel
the supply
plants strained
short as half
roadsa year
and parking— regular car Expo
Innovation rentalsheld
areinpricey scalable,
ported tovery
JSWprofitable
Steel in India
and
of unused cars far exceeds car sharing could distribute and potentially
Hamburg, Germany
located far have an beneficial impact on
drivers
have car-sharing
Baosteel originally
members
designedoutnumber
the BSSF slag
individual
process
carfor
owners
the steel
in major
industry
cities
andaround
is nowthe
exploring
globe. The
the firm is
also expanding
potential application
into different
of the technology
markets that
to other
couldmetallurgic
potentially industries.
support a small fleet of Zipcars —for example,
WHAT’S NEXT?

Modular Batteries for Electric Cars
New Innovation
Overcoming
RedIgnis autemthe facerro
high cost and low range
viderovitas problems
re voloreh of electric
endaepu dionesvehicles with consequam
rerem. Ecto leased, et
swappable batteries
volori ut voloris and a network
aut officit, of exceatquam
nobitas ex charging stations

100% electric
vehicles (EV)offers
with 100% EVs
Zipcars enable
substantially
city dwellers
reduce Up to ais70%
Zipcar the world’s
per-milelargest
drop incar
cars and battery
leasable trucks in packs
specific
thaturban
spread to share cars,onincreasing
dependency fossil fuels for sharing service
transport costs compared
proving thetocars-
gas-
areas
the cost
forof
asbatteries
little as thirty
on a per-mile
minutes utilization
motor vehicle
of each
use vehicle as-a-service
powered vehicles
modeland an estimated
or fixed monthly recharge plan 21%
Overreduction
2 million of CO2 emissions
Rental fee includes all main- Battery stations
Members plan and
charge
combine
batteries
mul- people live within a
Uses swappable
tenance and gas batteries
costs for aand tiple auto trips
overnight wheninto
electric
one,grids
reducing
have five-minute
Raised over walk
$500ofmillion to
convenient and
automated replacement
reliable service
stations fuel consumption
cheaper underutilized
and energy
emissions a
build
Zipcar
service stations in Israel
that switch a battery in under two andaDenmark to serve cars made
As result, 50,000 cars have
minutes by Renault

EMPTY SEATS:
OFF-PEAK OWNERSHIP
ENERGY UTILIZATION: FRUSTRATION:
GOVERNMENT FEW ALTERNATIVES:DEMANDGREEN
INCENTIVES: PULL: CAN BE GOLD:
People only
Current drive their cars
underutilization Owners
of electric grids mustA endure
range ofhigh fixedtax breaks,
grants, Compared to car ownership,
pending Founder
The success of the Robin
ToyotaChase
Prius heard
and
a fraction
drove of the
Better overall
Place time
to find costs
a way for EVsto buy,regulations
maintain andandin-stimulus
public transport
funds by govern-does not about
other hybrids car-sharing inthat
demonstrated Europe
they own them
to maximize this—resource sure a vehiclements
at any — a majority and increasingly
around the world provide
createdthea pile
same oflevel customers
of from a friend and
are interested in believed
more
given
of moment
domestic in an urban
vehicles congested
could be replaced by urban
moneyareas with andmobility
for hybrid- or convenienceefficient
100% EV-related while alternatives
that such a tobusiness
internalcould be
environment,
EVs the supplyelectricitystrained
without increasing supply roads and parking—
companies regular car rentals are pricey scalable,
combustion engines very profitable and
drivers
EMPTY SEATS:
CAPTURING UNUSED ENERGY:OWNERSHIP FRUSTRATION:
CHICKEN OR THE EGG:FEW ALTERNATIVES:upfrontGREEN CAN BE GOLD:
COSTS:
Peopleisonly
There drive their
a current cars
lack of Owners
technology and must endure
While highEVs
100% fixed Compared
are more to than
efficient car ownership, Founder
As with hybrid Robinthe
vehicles, Chase heard
lithium ion
a fractioninofplace
systems the overall timefor capturing
that allow costs to buy,gas-electric
maintain and in- their
hybrids, public transport
short, does not
100-mile about
battery packs car-sharing
used in 100% in Europe
EVs add
they ownelectricity
unused them — at asany sure athe
well as ensuring vehiclerange
and increasingly
requires a networkprovide the same level significant
of charging of from a friend
upfront costsand
to believed
the vehicle,
given moment
proper managementin an urban congested
and distribution of urban areas—with
locations but withoutmobility
a large or convenience
group of while the
making that such
cars tooaexpensive
business could be
for most
environment, energy
underutilized the supply strained roads and parking—
customers, building theregular car rentals are pricey
infrastructure customersscalable, very profitable and
woulddistribute
be too risky and potentially located far have an beneficial impact on
drivers
EMPTY SEATS:
IMPROVING TECHNOLOGY: OWNERSHIP
NOT
FRUSTRATION:
WHAT, BUT WHERE:
FEW ALTERNATIVES:NEW BUSINESS
GREENMODEL:
CAN BE GOLD:
The firmonly
People developed
drive their
a system
cars of Owners must Better
endure
Place
highidentified
fixed Compared
and soughtto car ownership,
Better Place
Founder
adoptedRobin
theChase
‘cell-phone’
heard
a fraction ofbatteries
swappable the overall
andtime
a network
costs
of to buy,partnerships
maintain andwith
in- the governments
public transport
of does not
business model
about car-sharing
to help reduce in Europe
the
they own them
replacement stations that collectsure a vehicledensely
— at any and increasingly
populated, self-contained
provide the same
regions
level high
of purchasefromprice
a friend
of EV
andcars
believed
— cus-
given moment
energy in racksinofan urban at night
batteries congested
and urban areasIsrael,
including with Hawaiimobility
and Denmark
or conveniencetomers
while pay forsuch
that energy on a percould
a business mile be
environment,
function like traditional
the supplygas stations
strained
for roads
where
andthe
parking—
infrastructure
regular
investment
car rentals are pricey
basis or fixed
scalable,
rate plan
veryfor
profitable
unlimitedand
of unused
their vehicles
cars far exceeds car sharing could
woulddistribute
be minimal and potentially locatedmiles
far or battery
have answaps
beneficial impact on
drivers
EMPTY SEATS:
INDUSTRY: OWNERSHIP
SCALABLE
FRUSTRATION:
SOLUTIONS:
FEW ALTERNATIVES:INVESTORS:
GREEN CAN BE GOLD:
The combo
People onlyof
drive
newtheir
business
cars models
Owners
and must Byendure
demonstrating
high fixedtheCompared
success into
itscar
pilot
ownership,
In early 2010,
Founder
BetterRobin
Place
Chase
received
heard
a fraction
new technologies
of the overall
indicates
timetherecosts
can be
to buy,regions,
maintainBetter
and in-
Place hopes
public to
transport
scale itsdoes not
a substantial
about
market
car-sharing
validation
in Europe
by
athey
range
ownofthem
product
— atand
anyservice offerings
sure a vehiclesolution
and increasingly
to larger and provide
less dense
theareas
same level raising
of over
from
$350a friend
million
andinbelieved
fund-
given
for more
moment
eco-friendly
in an urban
vehicles ascongested
in the urban
as it moves
areas with
down the cost
mobility
curveor—convenienceing,while
valuing
that
thesuch
company
a business
at over
could be
environment,
computer andthe
mobile
supply
phone industries
strained roadsJapan,
and parking—
California, andregular
Australia
carhave
rentals are pricey
$1.25 billion
scalable,
— thisvery
money
profitable
will be and
now signed
distribute
up and potentially locatedused
far to build
haveout
anits
beneficial
infrastructure
impact on
drivers
have car-sharing
Although Better Place
members
has signed
outnumber
on Renault
individual
to produce
car owners
the initial
in major
EV,cities
it is actively
aroundlooking
the globe.
to engage
The firmother
is
also
majorexpanding
auto manufacturers
into different
to markets
produce compatible
that could potentially
machines.support a small fleet of Zipcars —for example,
WHAT’S NEXT?

New
A Innovation
Smarter, Solar Powered Trash Can
Reducingautem
RedIgnis trash collection
facerro viderovitas
frequencyre with
voloreh
off-grid,
endaepu
solar-powered
diones rerem.
trashEcto
compactors
consequam
thatet
voloridisposal
alert ut voloris
companies
aut officit,
when
nobitas
full ex exceatquam nia porecupid eos plaute molor

Trash compactors
powered offers
by Solar cells
Zipcars enable
enable
city
the
dwellers
compactor to Zipcar is thethat
Municipalities world’s
formerlylargest
emptiedcar
gar-
cars and
solar cellstrucks
have 5x
in specific
more capacity
urban to sharewith
operate cars,no
increasing
carbon footprint bage cans service
sharing daily nowproving
empty BigBelly trash
the cars-
cans once a week, leading to fewer trips by
areasnon-compacting
than for as little as thirty
trashminutes
cans utilization of each
trips vehicle as-a-service model
Unnecessary by garbage garbage trucks and decreasing fuel use and
Sensorsfee
Rental measure
includesremaining
all main- trucks to empty
Members plan andhalf-full
combine cans
mul-
are Over 2 million
emissions by 80%people live within a
tenance and
capacity and gas
sendcosts
text for
messages
a tiple auto trips
eliminated, creating
into one,
a morereducing five-minute walk ofhad an immedi-
The city of Philadelphia
convenient
to let the system
and reliable
know when
servicethey fuel consumption
efficient trash removal
and emissions
process a Zipcar
ate cash flow savings of $1 million in the
are full first year and an estimated $10 million in
10 years

EMPTY SEATS:
LEADER’S VISION: OWNERSHIP FRUSTRATION:
TACKLE FEW ALTERNATIVES:
THE ELEPHANT: GREEN CAN BE GOLD:
URBANIZATION:
People
Jim Possonly drive their
developed thecars
concept Owners
for must endure high
US garbage fixed
trucks consumeCompared
over oneto car ownership,
Higher population Founder Robin
densities Chase heard
lead
a fractionSolar
BigBelly of thebyoverall time his experi-
combining costs to buy, maintain
billion gallonsand in- each
of diesel public transport
year and does not
to increases aboutwhich
in trash car-sharing
can in Europe
they own
ence them vehicle
in electric — at any sure a vehicle
engineering and increasingly
averages two mpg, making provide
themthe
somesameoverwhelm
level of the fromabilitya of
friend and believed
traditional
givenenthusiasm
and moment infor an finding
urban greenercongestedofurban areasexpensive,
the most with mobility or convenience
fuel-intensive while that
trash collection suchto
systems a business
operate could be
environment,
solutions the supplyproblemsstrained roads
to traditional and parking—
and inefficient vehicles toregular
operatecar
onrentals are priceyand to
a efficiently scalable,
ensure very
trashprofitable
is and
per unitdistribute
basis and potentially located far when have
collected an beneficial impact on
required
drivers
EMPTY SEATS:
WORKER RESISTANCE: OWNERSHIP FRUSTRATION:
MISLEADING DATA: FEW ALTERNATIVES: GREEN CAN BE GOLD:
CONFUSED PUBLIC:
People only
Workers drive
in the their
waste cars
management Owners must endure high fixed
An environmental websiteCompared
incor- to car When
ownership, Founder
BigBelly was Robin
initially Chasein
installed heard
a fractionwere
industry of the overall
initially time with
concerned costs to buy, maintain
rectly assertedandthat
in- the firm’s
publictrash
transport does not cities, some
selected aboutpeople
car-sharing
eitherinhad
Europe
athey
newown them
trash — at anysystem that
compaction sure a vehicle and increasingly
compactors would reduce provide
oxygenthe sameno level
ideaofwhat it was
fromora mistook
friend and believed
it for a
given moment
would in antrips
require fewer urbanfor garbage
congestedfor
urban areas with micro-organisms,
landfill-based mobility or convenience
packagewhile
deliverythat such a business
company’s drop boxcould be
environment,
trucks and lessthe supply
work for them strained roadstherebyandincreasing
parking— trashregular car rentals are pricey scalable, very profitable and
decompos-
of unused cars far exceeds car sharing
ingcould
timedistribute
in landfills and potentially located far have an beneficial impact on
drivers
EMPTYSUPPORT:
LOCAL SEATS: OWNERSHIP
EDUCATION:
RECOGNIZABLE
GREEN
DESIGN:
CAN BE GOLD:
Denselyonly
People populated
drive their
neighborhoods
cars Owners
con- mustInitial
endure
claimshigh
of the
fixed
website
Compared
were to car Theownership,
company created
Foundera new
Robin
design
Chase forheard
a fraction
cerned about
of the
growing
overalllitter
timeproblems
costs to buy,
refuted
maintain
both and
by thein-website
public
itself
transport
and doesthe trash
not can that
about
would
car-sharing
make it more
in Europe
they own
have helped
them
push—for the installation
at any sureofa vehicle and increasingly
BigBelly by citing EPA articles
providethat
thethe
sameattractive
level of and included
from a friend
explicit,
andstan-
believed
given trash
these moment in an urban
compactors to reducecongested
the technology
urban areasdoeswithnot inhibit sorting,
dardizedwhile
signage
that
to make
such athe
business
purpose could be
environment,
time that trashthe
cans
supply
remain full strained roads recycling
and orparking—
decomposingregular
in landfills
car rentals
ofare
thepricey
compactorscalable,
more obvious
very profitable and
drivers
EMPTY
CITY BUDGETS:
SEATS: OWNERSHIP
INTERNAL:
CITY PRESENCE:
GREEN CAN BE GOLD:
Tim McCarthy
People only drive
of Boston
their cars
Public Works
Owners must
The endure
company high
hasfixed
been growing
Comparedat to car ownership,
Big Belly compactors
FounderareRobin
now present
Chase heard
a fraction
said, “Cityoftime
theand
overall
money
timesavedcosts
can to buy,
400%maintain
annually
andsince
in- its public
inception;
transport
it does
in 46not
states including
about car-sharing
Boston, Seattle,
in Europe
they be
now own
allotted
them — to at
other
anyprojects, sure
sucha vehicle
is poised
and increasingly
for continued growth
providewith
theits
sameChicago,
level of Philadelphia
from a and
friend
New
andYork
believed
and
given
as filling
moment
potholes
in an
andurban
fixing sidewalks”
congestedwireless
urban areas
systemwith mobility or convenience
30 countries,
while contributing
that such a business
to their waste-
could be
environment, the supply strained roads and parking— regular car rentalsand
areenergy-reduction
pricey scalable, strategies
very profitable and
drivers
have car-sharing
After successfullymembers
demonstrating
outnumber
the consumer
individualversion
car owners
of theinproduct
major cities
for parks
around
andthe
cities,
globe.
BigBelly
The firm
is is
working
also expanding
on a larger-scale
into different
version
markets
of itsthat
trash
could
compactor
potentially
for industrial
support ause.
small fleet of Zipcars —for example,
WHAT’S NEXT?

New
A Fuel
Innovation
Cell Breakthrough?
Together autem
RedIgnis with a wide
facerro
range
viderovitas
of partners,
re voloreh
Bloomendaepu
Energy aims
diones
torerem.
revolutionize
Ecto consequam
distributedet
volori utgeneration
energy voloris autwith
officit,
a new,
nobitas
cost-effective
ex exceatquam
fuel cell
niatechnology
porecupid eos plaute molor

A proprietary
Zipcar’s coating and production
car-as-a-service offers The electro-chemical
Zipcars enable city dwellers
power Since
Zipcarcommercial roll-out
is the world’s begancar
largest in
method
cars andcreates
trucksa in
cost-effective fuel
specific urban to share cars,
generation process
increasing
is 67-100% 2002, theservice
sharing systems produced
proving themore
cars-
cell that converts air and nearly any than 11 million kWh of electricity since
areas for as little as thirty minutes utilization
cleaner (depending
of each vehicle
on the fuel) as-a-service model
fuel source into electricity July 2008 — the equivalent of power-
than a coal-fired power plantmul- ing 1,000 homespeople
for a year
Rental fee built
Bloom has includes all main-
a powerful network Members plan and combine Over 2 million live within a
tenance and gas costs
of public and private sectorforinves-
a Cleaner
tiple auto
than
trips
traditional
into one,electricity
reducing five-minute walk
This translates intoof
14 million less
convenient
tors, andand
champions reliable service
lead customers fuel consumption
generation and moreandreliable
emissions
than a Zipcarof CO2 compared to using
pounds
like eBay and Google to support the solar and wind power which can coalapower
scale-up of its business As result, 50,000 cars have
be sporadic been taken off the road

EMPTY SEATS:PUSH:
TECHNOLOGY OWNERSHIP FRUSTRATION:
LEADER’S VISION: FEW ALTERNATIVES: GREEN CAN BE GOLD:
INITIAL INVESTMENT:
People
KR only drive
Sridhar, their
the CEO cars
and FounderOwners
of must
KR endure
Sridhar high fixed
believed Compared
that finding new to car ownership, Founder
Kleiner, Perkins, Robin
Caulfield Chase heard
& Byers,
a fraction
Bloom, of the overall
invented a systemtime costs toways
for NASA buy, maintain and in- generate
to more efficiently public transport does not
a venerated VCabout car-sharing
firm, provided in Europe
Bloom
they
to own them
generate oxygen anyhydrogensure
— atand on a vehicle and increasingly
electricity provide
is critical to enabling the samewith
future levelthe
of required
from a friend
capital and believed
to get
given —
Mars moment in anwas
the project urban
canceledcongested urban areas
but generations with a bettermobility
to have life thanor convenience
startedwhile
in 2002that
andsuch
has ainvested
businessa could be
environment,
reversing the supply
the process strainedthe
would create roads
pastand parking— regular car rentalstotal
are of
pricey scalable,
$250 million verycompany
in the profitable and
of unused
energy as acars
fuelfar
cellexceeds car sharing could distribute and potentially located far have an beneficial impact on
drivers
EMPTY
NEW SEATS:
INDUSTRY: OWNERSHIP FRUSTRATION:
SCEPTICS: FEW ALTERNATIVES:
HIGH PRICE: GREEN CAN BE GOLD:
People Energy
Bloom only drive theirlarge
needs carsinvest-OwnersInmust endure
the past high
other fixed
fuel Compared
cell ventures to car ownership,
could A 100kWh system Founder Robin
currently Chase heard
costs
a fraction
ments overofathe overall
long time tocosts tonot
time horizon buy,achieve
maintain and in- commercial
breakthrough public transport does not putting
$700,000, aboutitcar-sharing
out of reachin Europe
they own
scale themsupply
an entire — at any sure a vehicle
chain around successand
andincreasingly
the past failuresprovide the sameof
color future level
mostof customers
fromand
a friend andthe
limiting believed
given
its moment
product. Theineconomic
an urban crisis congested urban areas
investment andwith
development mobility or convenience
decisions while
potential that such
for Bloom Energya business
to reach could
a be
environment,the
exacerbated theissue
supply strained roads and parking— regular car rentalsprofitable
are priceyscalescalable, very profitable and
drivers
EMPTY SEATS:
PUBLIC & PRIVATE SUPPORT: OWNERSHIP
LEAD CUSTOMERS:
NEW TECHNOLOGIES:
GREEN CAN BE GOLD:
Despiteonly
People the financial
drive their
crisis
carsBloomOwnersBloom
must endure
Energyhigh
convinced
fixed 20Compared
leading to car ownership,
The use of cheapFounder
materials,
Robin
a proprietary
Chase heard
a fraction of the
successfully raised
overall
an additional
time costs toFortune100
buy, maintain
companies,
and in- likepublic
Google,
transport does
coating
notand a new
about
production
car-sharing
method
in Europe
they own
$150 million;
themthe—US Departmentsure
at any of a vehicle
eBay, Wal-Mart
and increasingly
and othersprovide
to trial the
the sameallows
level ofBloom Boxes
from to
a friend
be more
andeasily
believed
given moment
Energy also stepped
in an urban
in and provided technology
congested and with
urban areas provide highmobility
profile or convenience
mass-produced driving
while that suchdown the price
a business could be
environment,
valuable loan guarantees
the supply that en-strainedreferences
roads and parking— regular car rentals are pricey scalable, very profitable and
of unused
abled Bloom cars
tofar
move
exceeds
forward car sharing could distribute and potentially located far have an beneficial impact on
drivers
EMPTY SEATS:
ENVIRONMENT: OWNERSHIP
CUSTOMERS:
INDUSTRY: GREEN CAN BE GOLD:
By saving
People only
the drive
energy
theirlost
cars
during OwnersEstimates
must endure
suggest
high that
fixedcustomers
Compared canto car With
ownership,
its new product
Founder
andRobin
publicChase
and heard
the
a fraction
typicalofcombustion
the overall process
time and costs toexpect
buy, maintain
a 3-5 yearand
payback
in- on public
theirtransport
capital does
private
notsupport,about
Bloom car-sharing
Energy reignited
in Europe
theydistribution
the own them —through
at any the grid,sure a vehicle
investment
and increasingly
from the energyprovide
cost savings,
the samethe
level
discussion
of about
from athe
friend
potential
and believed
for
given
the system
moment is ~67-100%
in an urbancleanercongested andurban
achieveareas
a 40-100%
with reduction
mobilityinor
COconvenience
2
fuel cellswhile
as a step
that
insuch
the direction
a business
of could
more be
environment,
(depending onthe
thesupply strainedemission
fuel) than energy compared
roads and parking— with using the grid
regular car rentals
efficient
are pricey
energyscalable,
productionvery profitable and
of unused cars
generated in coal-fired
far exceeds
power plants
car sharing could distribute and potentially located far have an beneficial impact on
drivers
Bloom Energy’s ultimate goal is to put a Bloom Box in every household in 5-10 years by scaling up
production and drastically lowering the price. Besides on-site energy generation, there is a large range of
other possible future applications, including on-board systems for vehicles
WHAT’S NEXT?

New Innovation
Quieter, More
RedIgnis autem facerro Fuel
viderovitas re Efficient
voloreh endaepu Jets
diones rerem. Ecto consequam et
volori ut voloris
Establishing new aut officit, nobitas
benchmarks ex exceatquam
in aviation sustainability nia
withporecupid eos
the CSeries plaute molor
mid-sized aircraft

A new series
of airplanesoffers
lever- Pratt and
Zipcars enable
Whitney’s
city dwellers
next-genera- 20% reduction
Zipcar is the world’s
in fuellargest
consumption
car
cars and
ages novel
trucks
technologies
in specificfrom
urban
a to share
tion geared
cars,
turbofan
increasing
engine was sharing service proving the cars-
Reduced noise
areas forto
supplier asreduce
little ascosts
thirty
andminutes
push utilization of each
instrumental in driving
vehicle
down fuel as-a-service model
forward onincludes
new benchmarks 20% fewer carbon emissions
all main- in consumption by 20%
Rental fee Members plan and combine mul- Over 2 million people live within a
aviation sustainability 50% fewer nitrous
tenance and gas costs for a The advancement
tiple auto trips intofrom
one,this
reducing
col- five-minute walk ofoxide emissions
Higher costs
convenient and
were
reliable
mitigated
service
with fuel consumption
laboration createdand
overemissions
3,000 during flight
a Zipcar
a customer leasing option new jobs in manufacturing plants As a result, 50,000 cars have

EMPTY
CUT MYSEATS:
COSTS: OWNERSHIP FRUSTRATION:
REGULATORY PUSH: FEW ALTERNATIVES:UNMET NEED:
GREEN CAN BE GOLD:
People only
Because drive their
of rising cars and operating
fuel costs Owners must endure
With high fixed
tightening airlineCompared
regulationstoand
car aownership,
While mostFounder
airlinesRobin Chase heard
flew planes with
a fraction of the
expenditures overall
faced time companies,
by airline costs to buy,need
maintain and in-to meet
for airlines public transport
demands withdoes not
a capacityabout
eithercar-sharing in Europe
below 100 seats or
they own them
Bombardier any ways tosure
— at new
sought drivea vehicleless
andenvironmental
increasingly impact,
provide the same level above
Bombardier of 150from
seats,a friend and believed
there were few flights
given moment
down in an
operational urban
costs congested urban
saw an areas with
opportunity to mobility
design a or
newconvenienceseating
while between
100-149 could be
passen-
environment, the supply strained roads and parking—
generation regular car rentals are pricey
of green planes scalable, very
gers — Bombardier sawprofitable and
this as a new
of unused cars far exceeds car sharing could distribute and potentially locatedopportunity
far have
to an beneficial impact on
pursue
drivers
EMPTY SEATS:
ORGANIZATIONAL STRUCTURE:
OWNERSHIP
CROSS
FRUSTRATION:
BORDER CONCERNS:
FEW ALTERNATIVES:LACK OF BUYERS:
GREEN CAN BE GOLD:
Investing
People only
in new
drivetechnologies
their cars was Owners
not a must Traditionally,
endure highthefixed
airlineCompared
industry was
to car ownership,
Bombardier’s
Founder
CSeries
Robin
wasChase
seemingly
heard
a fraction
focal pointofofthe
theoverall
company
time— in poor
costseco-
to buy,known
maintain
for and
its unbending
inpublic
engineering
transportanddoes not
high-priced
about
for customers
car-sharingfacing
in Europe
tight
they own
nomic times,
them the—tendency
at any had been suretoa vehicletechnical
and increasingly
standards, whichprovide
madethesome
sameoflevel credit
of marketsfrom and
a friend
tough
andeconomic
believed
givenat:
look moment
short-term
in ansavings;
urban cuttingcongested
down urbanthe new
areas
technology
with in the
mobility
CSeries
or convenience
difficult times
while— there
that such
was aalack
business
of potential
could be
environment,
on workforce; the
or, shutting
supply down strained
plants roads to sell
and parking— regular car rentals are pricey
buyers to scalable,
secure firmvery
orders
profitable and
drivers
EMPTY SEATS:INTEGRATION: OWNERSHIP

HORIZONTAL CORPORATE
FRUSTRATION:
VISION:FEW ALTERNATIVES:LEASE MEGREEN
INSTEAD:
CAN BE GOLD:
In an effort
People onlytodrive
design
theirnew
carsefficient
Owners must Because
endure of
highthefixed
growing
Compared
emphasistoofcar ownership,
Bombardier Founder
introduced
Robina Chase
new lease
heard
a fraction of the
technologies at minimal
overall time
costs, Bom-
costs to buy,sustainability,
maintain and in- Bombardier
publicknew
transport
that does not
option forabout
airlinescar-sharing
unable to pay
in Europe
the
they own
bardier looked
themto—its suppliers to sure
at any aid ina vehicleairlines
and increasingly
would have to provide
becomethe moresame levelfull
of price offrom
the CSeries
a friend planes
and believed
— this
given
the moment in an
development urbanand Whitney’s
— Pratt congested urbancreative
areas
to with
reduce emissions
mobilityinor
order
conveniencegave airlines
while thatansuch
opportunity
a businessto could
test the
be
environment, the“geared
next-generation supply turbofan strained roads to avoid
and parking—
costly regulatory
regular
charges
car rentals
and are new
pricey
airplane
scalable,
at a low
very
investment
profitablecost
and
of unused
engine” showed
cars farpromise
exceeds car sharing could
re-tooling
distribute
in the futureand potentially located far have an beneficial impact on
drivers
EMPTY SEATS:
TECHNOLOGy: OWNERSHIP
SUSTAINABLE
FRUSTRATION:
CUSTOMERS:
FEW ALTERNATIVES:OFF THE GREEN
SHELF: CAN BE GOLD:
Successful
People onlynew
drivetechnologies
their cars in design
Owners must With
endure
a focus
highonfixed
building
Compared
a fleet ofto
sustain-
car ownership,
DecreasedFounder
price barriers
Robin kick-started
Chase heard
a fraction
and aerodynamics
of the overall
helped
time
to drivecosts
downto buy,able
maintain
jets, companies
and insuch public
as Lufthansa
transport does not
productionabout
of thecar-sharing
CSeries, which
in Europe
theycosts
fuel own them
by 20%— atand
anyto create over
sure a vehiclehave
andaffirmed
increasingly
their efforts
provide
in aviation
the same level encouraged
of from
Lufthansa
a friend to
andbuy
believed
30
given moment
3,000 new jobsinatanaurban
time when competi-
congested urban
sustainability
areas withby offering
mobility
flightsorwith
convenienceplanes
while andthat
to lease
such aanother
business
30could
— be
environment,
tors were scaling
theback
supply
their operations
strained roadsreduced
and parking—
emissions, lowerregular
noisecarand
rentals
less are pricey
letters of intent
scalable,
fromvery
other
profitable
airlinesand
fuel burn
distribute and potentially locatedsoon
far followed
havesuit
drivers
Building on technologies capable of producing 20% less CO2 , 50% less NOX , 20% less fuel burn and less
noise, Bombardier will apply this blueprint of airline efficiency across all its other models in an effort to
build a more sustainable aviation industry.
WHAT’S NEXT?

New Innovation
Start/Stop System for Hybrids
Enhancesautem
RedIgnis fuel efficiency
facerro viderovitas
and reduces renoise
voloreh
pollution
endaepucaused
diones
byrerem.
the internal
Ecto consequam
combustionet
volori utofvoloris
engine a hybrid
autwhile
officit,
preserving
nobitas ex
driving
exceatquam
comfortnia porecupid eos plaute molor

The start/stop
system switches
offers Depending
Zipcars enable
on the
cityvehicle,
dwellersstart/ While idling,
96% of largest
CO2 emis-
car
carsthe
off andinternal
trucks combustion
in specific urban to share
stop systems
cars, help
increasing
to save fuel, sharing
sions areservice
cut and
proving
up to 8%
the cars-
of fuel
areas for
engine when
as little
the vehicle
as thirty
is minutes utilizationinofproducing
resulting each vehicle
less CO2 in as-a-service
consumptionmodelis saved by turning
stationary — for example, in traf- stop-and-go traffic and urbanmul-
sites off the engine
Rental fee includes all main- Members plan and combine Over 2 million people live within a
fic jams or at red lights — and while decreasing noise pollution
tenance and gas costs for a tiple auto trips into one, reducing five-minute
One million vehicles
walk of have now
switches it back on when the
convenient and reliable service fuel consumption and emissions a
been
Zipcar
fitted with Bosch’s start/
driver releases the brake pedal stopa technology since production
As result, 50,000 cars have
began in 2007

EMPTY SEATS:
TACKLE THE ELEPHANT: OWNERSHIP FRUSTRATION:
NOISE POLLUTION: FEW ALTERNATIVES:REGULATORY
GREEN CAN BE GOLD:
PUSH:
People onlytodrive
According theirbycars
a report Owners must
NRDC, motor endure
Most high noise
outdoor fixed worldwide
Compared is to car ownership,
created WorldwideFounder
emissionRobin Chase heard
standards set
a fractionare
vehicles ofthe
thesecond
overall time costs of
largest source to buy,bymaintain and in- systems,
transportation publicincluding
transportmo-does not about
specific limits oncar-sharing
the amountinofEurope
they
CO 2
pollution,
own themcreating
— at anyabout 1.5surebillion
a vehicletorand increasingly
vehicles providecan
— noise pollution theincrease
same level pollutants
of from
thatacan
friend and believed
be released by
tons CO2 andincontributing
givenofmoment an urban to globalcongested urbanstress, areas
causewith mobility
sleep problems andorproduce
conveniencecars
while that suchbecame
— regulations a business could be
stricter
warming and health
environment, problems strained roads
the supply otherandharmful
parking— regular car rentals are pricey
health problems over time,scalable, very
forcing car profitable
makers and
to invest
of unused cars far exceeds car sharing could distribute and potentially locatedinfaralternative
havetechnologies
drivers
EMPTY SEATS:
DRIVING EXPERIENCE: OWNERSHIP FRUSTRATION:
ELECTRIC FEW ALTERNATIVES:ECONOMIC
POWER DEMAND: GREEN CAN BE GOLD:
DOWNTURN:
People issues
Critical only drive their product
included cars refinement
Owners must Atendure high
first, this fixed seemed
invention Compared liketojust
car ownership,
Because ofFounder Robin crisis,
the financial Chase motor
heard
a fraction
and driverof the overall
confidence —time costs to buy,one
the start/stop maintain
more ofandthein-growing
public transport
number of does not about
vehicle sales car-sharing
dropped in Europe
an average of
they own
system themafford
cannot — at any sure
to irritate the a vehicletechnologies
driver and increasingly
in modernprovide the same
passenger cars level 35%
of and from a friend andhave
manufacturers believed
had
given moment
through in an urban
slow response congested urban
or by faltering areasincreasing
that place with mobility on
demands or convenience
the towhile
operatethat
withsuch
lessafunds
business could be
available
environment, the supply strained roads and parking—
automotive regular car rentals are pricey
charging systems for R&D scalable, very profitable and
drivers
EMPTY SEATS:
INNOVATIVE ENGINEERING: OWNERSHIP
EFFICIENT
FRUSTRATION:
ALTERNATOR:
FEW ALTERNATIVES:LOW TECHNICAL
GREEN CAN
EXPENSES:
BE GOLD:
Integrated
People onlystarter-alternator
drive their cars systems
Owners must The
endure
highlyhigh
efficient
fixedalternator
Compared designed
to carby
ownership,
The start/stop
Founder
technology
Robin Chase heard
a fraction
aim to balance
of theout
overall
irregularities
time in
costs to buy,Bosch
maintain
needs
andless
in-mechanical
publicenergy
transport
to cre-
does not
combinesabout
existing
car-sharing
technologies,
in Europe
they ownengines,
running them —providing
at any moresure a vehicleateand theincreasingly
required amountprovide
of electrical
the same
energy
level therefore
of from
offersaafriend
good and
routebelieved
for
given moment
comfort — thanksin an
tourban
clever electronics,
congested urban areas with mobility or convenienceautomakers
while that tosuch
reducea business
emissions could be
environment,
starting is fastthe
andsupply
reliable strained roads and parking— regular car rentals are pricey CO2 reduction
and meet scalable, targets atand
very profitable
of unused cars far exceeds car sharing could distribute and potentially locatedrather
far modest
have technical expense
drivers
EMPTY SEATS:
CUSTOMERS: OWNERSHIP
ENVIRONMENT:
FRUSTRATION: FEW ALTERNATIVES:INTERNAL:
GREEN CAN BE GOLD:
According
People onlytodrive
research,
their vehicles
cars are
Owners
at a must Start/stop
endure high
systems
fixed adopted
Compared
by many
to car
mo-
ownership,
Since production
Founderbegan,
Robin more
Chase heard
a fraction for
standstill of the
one-third
overall of
time
the time
costs
whileto buy,tor
maintain
vehiclesand
result
in- in massive
public transport
reductionsdoes
in not
than one million
about car-sharing
cars have been
in Europe
they
in urban
ownareas
them— —with
at any
the rise in oil
sureprices,
a vehiclefuel
andcosts,
increasingly
emissions andprovide
noisethe
pollution
same level equipped
of from
with the
a friend
technology,
and believed
givenfuel
high moment
efficiency
in anleads
urbanto an excellent
congested urban areas with mobility or conveniencemaking
while Bosch
that such
the market
a business
leader
could
in be
environment,ratio
cost/benefit the supply strained roads and parking— regular car rentals are pricey
start/stopscalable,
systemsvery profitable and
drivers
have car-sharing
According to forecasts,
membersEuropean
outnumber
CO2 emissions
individualregulations
car owners will
in major
quickly
cities
spuraround
the growth
the globe.
of start/stop
The firmsystems
is
so
alsothat
expanding
50% of into
all newly
different
registered
markets
vehicles
that could
will be
potentially
equippedsupport
with thema small
— most
fleetmanufactured
of Zipcars —for
byexample,
Bosch.
WHAT’S NEXT?

‘Oorja’
New Innovation
Smokeless Biomass Stove
Target a unique
RedIgnis autem emerging
facerro viderovitas
market need
re voloreh
with anendaepu
affordable,
diones
clean
rerem.
and safe
Ectocooking
consequam et
volori ut that
solution voloris
reduces
aut officit,
carbon nobitas
emissions,
ex exceatquam
with a proven
nia porecupid
sales model,
eosinplaute
India molor

BP Energy’s
smokeless biomass
offers By usingenable
Zipcars biomasscitypellets,
dwellersthe Reduces
Zipcar is carbon
the world’s
monoxide
largestbycar
71%
cars and
stove for trucks
rural India
in specific
uses a re-
urban to shareemissions
stove’s cars, increasing
are greatly sharing
and lessens
service
suspended
proving particu-
the cars-
areas for asmini-fan
chargeable little as to
thirty
increase
minutes utilizationlowering
reduced, of each global
vehiclewarm- as-a-service
late matter by model
34% compared to
efficiency
Rental feevs. existing
allwood
main-stoves ing pressures and preserving traditional
Over 2 million people live stoves
wood-burning
includes Members plan and combine mul- within a
human health
Direct sales
tenance andmodel
gas costs
is similar
for a to tiple auto trips into one, reducing Provides new
five-minute walk
streams
of of income
convenient and
approaches usedreliable
in otherservice
indus- Provides
fuel consumption
a promising
andanswer
emissions
to a Zipcar
for emerging women entrepre-
tries (e.g., microlending with the rising total emissions in India neurs in India
Grameen Bank) been taken off the road

EMPTY SEATS:
TACKLE THE ELEPHANT: OWNERSHIP FRUSTRATION:
HEALTH ISSUES: FEW ALTERNATIVES:DEMANDGREEN
PULL: CAN BE GOLD:
People
India is only drive
ranked theirincars
fourth the worldOwners
in must endure
Indoor airhigh fixed related
pollution Compared to car ownership,
to wood- Using woodFounder Robin
slows the Chaseprocess
cooking heard
a fractionharmful
creating of the overall time— traditional
emissions costs to buy,burning
maintain and in-
stoves public
kills nearly transport does not
400,000 because ofabout car-sharing
additional in Europe
tasks such as wood
they own themstoves
wood-burning commonlysure
— at any usedainvehiclepeople
and increasingly provide
in India each year, the same
according to thelevel collecting.
of from a friend
Existing and believed
alternatives like
givenareas
rural moment in an urban for a signifi-
are responsible congested urban
Worldareas
Heath with mobility or conveniencekerosene
Organization while and
thatliquefied
such a business
petroleumcould
gasbe
are
environment,
cant portion ofthe supply
carbon emissionsstrained roads and parking— regular car rentals are pricey scalable,
too expensive veryflammable
and very profitable and
drivers
EMPTY SEATS:
CHANGE OF MINDSET: OWNERSHIP
POVERTY:
FRUSTRATION: FEW ALTERNATIVES:DISTRIBUTION:
GREEN CAN BE GOLD:
The company
People only drive
needed
theirtocars
create a Owners
differentmust
Economies
endure high
of scale
fixed dueCompared
to large demand
to car ownership,
Targeted customers,
Founder Robin
the rural
Chasepoor,
heard
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overall
cater
timeto different
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publiclower
transport
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be reached
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by the traditional
in Europe
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customer needs——attheanyIndian market
sure a vehicleprice
andofincreasingly
the stove, but provide
people intherural
same level distribution
of from
channels
a friend and believed
given moment
challenged the in
existing
an urban cost structures
congested urban
Indiaareas
may still
withnot be able
mobility
to afford
or convenience
it while that such a business could be
environment,
and price performance
the supply of the company
strained roads
because
and parking—
of extreme poverty
regular car rentals are pricey scalable, very profitable and
drivers
EMPTY SEATS:
COMMITTED PARTNERS: OWNERSHIP
IMPROVING
FRUSTRATION:
TECHNOLOGY:
FEW ALTERNATIVES:DIRECT SALES:
GREEN CAN BE GOLD:
BP Energy
People onlyIndia,
drivemembers
their cars of non-
Owners must Because
endureofhigh
efficient
fixed material
Compared
use,tothecar ownership,
Local women,
Founder
whoRobin
are trusted
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governmental
a fraction of theorganizations,
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costs to buy,stove
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community,about
are car-sharing
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sellEurope
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they own
local entrepreneurs,
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of emerging
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of fromfeedback
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taught
believed
BP
given moment
worked togetherin to
andesign,
urban manufacture,
congested urban
markets
areas also, a mini-fan
— with blows
mobility or air to
convenienceabout
whilethethat
challenges of rural marketing
such a business could be
environment,
and market thethestove
increase
and parking—
combustion efficiency
regular car rentals are pricey
in a extremely
scalable,
diverse
verynation
profitable and
drivers
EMPTY SEATS:
ENVIRONMENT: CUSTOMERS:
OWNERSHIP FRUSTRATION: FEW
SALES
ALTERNATIVES:
FORCE: GREEN
INTERNAL:
CAN BE GOLD:
The stove
People only
reduces
drive their
carboncars Cooking
Owners must
takesendure
less time
high fixed Compared
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car ownership,
stoves and Founder
There areRobin
hundreds
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a fraction of
monoxide bythe
71%overall
and lessens
time because
costs to buy,
biomass
maintain
pellets
and
burn
inpublic
the supply
transport
of thedoes
healthier
not about
thousands
car-sharing
of stoves
in Europe
in
they own them
suspended particulate
— at any matter more
sure aefficiently
vehicle and than
increasingly
wood — provide
smokelessthefuel
samepellets
level provide
of from
operation
a friend
at the
andmoment
believed
given
by 34% moment
comparedin antourban
tradi- annual
congested
biomass
urbanuse
areas
would
withfall mobility
a sustainable
or convenience
income source
while that
and such
BP believes
a business
it can
could
sell be
environment,
tional wood-burning
the supply
stoves from
strained
1.5 -roads
2 to 0.4
and-parking—
0.6 tons regular
for ruralcar
women
rentals are pricey scalable,
20 millionvery
by profitable
2020 and
of unused cars far exceeds per
car sharing
family could distribute and potentially located far have an beneficial impact on
drivers
Based on the positive experience in India, BP will also test the stove in Vietnam and China.
WHAT’S NEXT?

NewNatural
All Innovation
Personal Care Products
Producingautem
RedIgnis high quality
facerropersonal
viderovitas
carereproducts
voloreh endaepu
using natural
diones
ingredients
rerem. Ecto
and
consequam
minimal et
volori ut voloris
processing to decrease
aut officit,
environmental
nobitas ex exceatquam
impact nia porecupid eos plaute molor

Burt’s Bees
replaces synthetic
offers Impact to
Zipcars enable
the environment
city dwellersis Burt’s Bees’
Zipcar is the 150
world’s
products
largest
oncar
cars and trucks
chemicals and processes
in specificwith
urban to share cars,
minimized because
increasing
only ingredi- sharing service
average are 99%proving
naturalthe cars-
areas for
natural ingredients
as little asand
thirty
minimal
minutes utilization
ents from renewable
of each vehicle
resources as-a-service
The companymodel
experienced more
processing but still all
achieves
main- the found in nature are used in Burt’s
Rental fee includes Members plan and combine mul- than 300%
Over 2 million
growth
peoplefrom
live 2002
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very
tenance and gas costs forinaper-
competitive quality Bees products — also, they are
tiple auto trips into one, reducing five-minute
2007, sellingwalk
overof60 million units
sonal care products packaged with post-recycled or
convenient and reliable service fuel consumption and emissions a Zipcar
annually
biodegradable materials

EMPTY SEATS:
SERENDIPITY: OWNERSHIP FRUSTRATION:
DEMAND PULL: FEW ALTERNATIVES:COMMITTED
GREEN CAN BE GOLD:
PARTNER:
People only
Founders drive their
Roxanne carsand Burt
Quimby Owners must endure
Burt’s Beeshigh fixed expanding
started Compared to car ownership,
their Founder
In 2007, Burt’s Robin
Bees wasChase heard
acquired
a fraction
Shavitz of the overall
produced time until
only candles costs to buy,product
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line of in-
natural public transport
personal care does not by Clorox,about car-sharing
expanding in Europe
the global
they ownfound
Roxanne them a—19th
at any sure
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and increasingly
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perfumes to level reach
of of their
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given moment
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personal care recipes,congested
thus urban areas
lip balm andwith
other skinmobility or conveniencebrand
care products whileawareness
that such anda business
bringing could
more be
environment,
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personal strained
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to keep up with the trendregular
to usecarallrentals are pricey scalable,
operational veryand
efficiency profitable and
technology
of unused
their cars far exceeds
portfolio car sharing could distribute
natural ingredients and potentially locatedtofartheir operations
have an beneficial impact on
drivers
EMPTYISSEATS:
WHAT NATURAL?: OWNERSHIP
PRODUCTION
FRUSTRATION:
CAPACITY:
FEW ALTERNATIVES:HALO EFFECT:
GREEN CAN BE GOLD:
Lackingonly
People a shared
drive definition
their cars of what
Owners must Anendure
abandoned
high fixed
bowlingCompared
alley in Maine
to car ownership,
There wereFounder
fears that
RobintheChase
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heard
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labels while notthemaintaining
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strained
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animal rights
scalable,
activists
very profitable and
standards car sharing could distribute and potentially located far have an beneficial impact on
drivers
EMPTY SEATS:
STANDARDS ORGANIZATION: OWNERSHIP
EXPANSION:
FRUSTRATION: FEW ALTERNATIVES:TRANSPARENCY:
GREEN CAN BE GOLD:
Burt’s Bees
People only spearheaded
drive their cars
the effort
Owners must Inendure
1994, Burt’s
high fixed
Bees increased
Compared their
to car
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to
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only natural
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and
of unused
labeled as cars
suchfar exceeds car sharing could distribute and potentially located far have an beneficial impact on
drivers
EMPTY
SEAL AND
SEATS:
SYMBOLS: OWNERSHIP
INTERNAL:
FRUSTRATION: FEW ALTERNATIVES:GLOBAL PRESENCE:
GREEN CAN BE GOLD:
All Burt’s
People only
Bees
drive
products
their cars
now carry
Owners
a mustThe
endure
company
high was
fixedableCompared
to grow sales
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ownership,
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productsRobin
are Chase
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time sealcosts
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and
be
environment,
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of natural
supply ingredients
strained
in roads and parking— regular car rentals are pricey
use Burt’sscalable,
Bees products
very profitable and
of unused
its products
drivers
Burt’s Bees aims to grow 300% every 3 years while reducing environmental impact in all company
operations by striving to be carbon free, operate on 100% renewable energy and produce products that are
100% natural.
WHAT’S NEXT?

New InnovationParts Washing System
Bioremediating
Cost-effective
RedIgnis autem parts
facerro
washing
viderovitas
system,
re ChemFree’s
voloreh endaepu
SmartWasher
diones rerem.
replaces
Ectohazardous
consequam et
volori ut voloris
solvents with a natural,
aut officit,
water-based
nobitas exbiological
exceatquamsolution

Zipcar’s
A car-as-a-service
combination of non-hazardousoffers Zipcars enable
SmartWasher city dwellers
replaces traditional Zipcar is the
ChemFree’s world’s
solution is alargest car
parts washer
cleaning
cars andfluids andinspecially-developed
trucks specific urban solvents,
to share eliminating the creation of
cars, increasing that works
sharing as wellproving
service or better the
thancars-
tradi-
microbes
areas forthat “eat”as
as little oil thirty
and grease
minutes liquid hazardous
utilization wastes
of each and the use
vehicle tional parts cleaning
as-a-service modelsystems, costing
and transport of caustic, flammable 20% — 50% less to operate (after
The cleaner
Rental cleans theall
fee includes parts and the
main- Members plantoxic
and materials
combine mul- Over
and potentially capital2acquisition
million people live within
costs) while a
avoiding
microbes and
tenance cleangas
thecosts
cleaner,
forresulting
a tiple auto trips into one, reducing five-minute walk of
cradle-to-grave liability for conventional
in a long-term
convenient andsupply of safe,
reliable effec-
service A properly
fuel maintained
consumption andsystem may
emissions a Zipcarmandated by EPA
solvents
tive, pollutant-free cleaning fluid never require fluid to be changed

EMPTY SEATS:
Tackle The Elephant: OWNERSHIP
SEED FRUSTRATION:
CAPITAL: FEW ALTERNATIVES:
REGULATIONS: GREEN CAN
CHANGE THEBESTATUS
GOLD: QUO:
People
A only drive
traditional their cars
solvent-based Owners
In 1993, must endure high
co-inventors of thefixed Compared
The to car
prospect ownership,
of EPA regula- Founder
Most Robin
parts Chase
washer heard
customers
a fraction
parts of the
washer overall time
is estimated to costs to buy, maintain
SmartWasher andanin-
convinced publicled
tions transport does not
large corporations about car-sharing
leased systems fromin Europe
service
they ownair
produce them — at any
pollution that is sure a vehicle
incubator firmand increasingly
to underwrite provide
and the sameagencies
government level of to from a friend
providers and believed
to handle waste
given moment
equivalent in cars
to ten an urban
running congestedbased
research urbanonareas with
the unique mobility
look or convenience
for better solutionswhile
to that such—a eliminating
disposal business could be
environment,
24 hours-a-day the—supply
there are strained
use roads and
of microbes parking—
to replace regular car rentals
traditionally are pricey
toxic processes scalable, very profitable
solvents could and
enable a new
of unused
over cars far
1.5 million exceeds
such washers car sharing could distribute
solvents and parts
like potentially located far
washing have an
direct beneficial
sales model impact on
DRIVERS theuse
in demand from potential
in the US these costs from people’s houses society and the environment
drivers
EMPTY SEATS:
RESISTANCE TO CHANGE: OWNERSHIP FRUSTRATION:
PERFORMANCE: FEW ALTERNATIVES:
LACK OF STANDARDS: GREEN
VALUE CAN BE GOLD:
CHAIN:
People onlywere
Customers drivereluctant
their cars Owners
The first must enduresystem
generation high fixed Compared
Without to car ownership,
existing standards Founder
ChemfreeRobin Chase
focused on heard
going
a fraction
to make theof the
shiftoverall
from time costs
did nottoperform
buy, maintain
as welland in-
as tradi- public
for transportcleaning
water-based does not about car-sharing
directly to customers in Europe
but got
they owntothem
leasing — at
buying any kind
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tional vehicle and increasingly
systems provide the
systems, same
there waslevel of to
no way from a friend
relatively littleand believed
traction —
given
of moment
parts washerinfrom
an urban
an congested
that urban
customers areas with
trusted mobility
get or convenience
the system approvedwhile
by that such a service
traditional business could be
providers
environment,
untested the supply
supplier strained roads and parking— regular
the carpotential
largest rentals are pricey
custom- scalable,
“owned”very profitable and
the relationship
of unused cars far exceeds car sharing could distribute andlike
ers potentially located far
the military have an beneficial impact on
drivers
LEAD
EMPTYCUSTOMERS:
SEATS: CONTINUED
OWNERSHIPR&D:
FRUSTRATION: SPREAD THE WORD:
FEW ALTERNATIVES: COMMITTED PARTNER:
GREEN CAN BE GOLD:
Chemfree
People only persuaded
drive theira cars Increasing
Owners musteffectiveness
endure high offixed
the Chemfree
Comparedadded greater
to car ownership, By teaming
Founder withChase
Robin a service
heard
national
a fractionauto aftermarket
of the overall time microbial
costs technology
to buy, maintainenabled
and in- focus
publicto the lease/service
transport does not company to deliverinitsEurope
about car-sharing
sales group
they own to represent
them — at any the the
suresolution
a vehicletoand
reach 99%
increasingly distribution channel,
provide the same levelensur-
of sustainable
from a friendparts washing
and believed
SmartWasher,
given moment in enabling
an urbanthe effectiveness
congested urban of traditional
areas with ing that all
mobility or of the partieswhile
convenience in system with
that such a servicecould
a business compo-
be
system to reach
environment, thea supply
wide range mineral
strainedspirits solvents
roads and parking— the value
regular carchain understood
rentals are pricey nent, the very
scalable, system reachedand
profitable and
of
of potential
unused carscustomers
far exceeds car sharing could distribute the
andpower of thelocated
potentially Smart-far succeeded with even
have an beneficial moreon
impact
ENABLERS the demand from potential these costs Washer systemhouses
from people’s customers
society and the environment
drivers
EMPTY SEATS:
GREENER CUSTOMERS: OWNERSHIP
CHANGING THE
FRUSTRATION:
MARKET: FEW ALTERNATIVES:
INTERNAL: GREEN CAN BE GOLD:
WIN-WIN:
Convinced
People onlythat
drivesustainable
their cars Success and
Owners mustacceptance
endure high
of the
fixed ChemFree now
Compared to carsells
ownership,
its The partnership
Founder Robin Chase
with aheard
a fraction
parts washers
of thecan
overall
do a great
time costs
SmartWasher
to buy, maintain
productsand
havein- public transport
products in moredoesthannot40 about car-sharing
service company enabled
in Europe
the
theymany
job, own them
customers
— at any
now sure a vehicle
forced the competition
and increasingly
to intro- provide the
countries and same
holds
level
27ofpat- from a friend
company to double
and believed
its domes-
givengreener
buy moment products
in an urban
for congested
duce less hazardous
urban areas
products
with mobility
ents, 11 inorthe
convenience
United Stateswhile thatand
tic such
international
a business market
could be
environment,
other maintenance
the supply
jobs strained roads and parking— regular
and 16 incar
other
rentals
countries
are pricey scalable,
share in less
verythan
profitable
two years
and
drivers
ChemFree is expanding into new markets and new product areas with a global roll out of its service
partnership concept and the development of more effective sustainable cleaning solutions that meet
international aircraft standards as well as general cleaning products and low temperature microbial cleaners.
WHAT’S NEXT?

New Innovation
Device-Level Energy Management
Any electronic
RedIgnis autemdevice
facerro
connected
viderovitas
to arecorporate
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networkdiones
can bererem.
individually
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aut officit, nobitas ex exceatquam nia porecupid eos plaute molor

A systemcar-as-a-service
Zipcar’s that can identify offers
power The system
Zipcars enablehelps
cityfirms
dwellers
create For small
Zipcar is the
to mid-sized
world’s largest
offices,
car
cars and trucks
consumption patterns
in specific
at the
urban to sharemanagement
energy cars, increasingprograms sharing
Cisco EnergyWise
service proving
can yield
the cars-
a
areas for
device level
as and
littleoptimize
as thirtypower
minutes utilization
and schedules
of each
thatvehicle
reduce as-a-service
50% potential
model
annual energy and
usage on an enterprise scale electricity
Members plan and combinecost
use and increase cost savings as well aslive
a reduced
Rental fee includes all main- mul- Over 2 million people within a
(instead of managing
gas costsdevices savings oftrips
any networked device carbon footprint
tenance and for a tiple auto into one, reducing five-minute walk of
individually)

EMPTY SEATS:
COMPETITION: OWNERSHIP FRUSTRATION:
TACKLE FEW ALTERNATIVES:GOVERNMENT
THE ELEPHANT: GREENPUSH:
CAN BE GOLD:
People
A only2008
powerful drive their cars by Nortel
campaign Owners must Theendure highestimated
company fixed Compared
that IT andto car ownership, Founder
A 2009 survey Robin
found thatChase
69%heard
of
a fractioncompanies
claimed of the overall
weretime
paying acosts to buy,building
“Cisco maintain and in-
infrastructure public transport does not
(like HVAC about
data center car-sharing
executives in Europe
said they were
they own
Energy them
Tax” — aton
based any sure a vehiclesystems)
the poor energy and increasingly
use 96% of aprovide the same level “extremely
commercial of from a friend
or very and believed
concerned” about
given moment
efficiency of itsindevices
an urban congested urban
— the company areaselectricity
building’s with mobility or
— relatively conveniencegovernment
small while thatregulation
such a business
relatedcould
to en-be
environment,
wanted the supply
to respond effectively strained roads and parking—
improvements regular
in IT power car rentals
use could yield are pricey
ergy use —scalable,
preparingvery
forprofitable and
the inevitable
of unused cars far exceeds car sharing could distributebenefits and potentially locatedbecame
large absolute far a have an beneficial impact on
top priority
drivers
EMPTY SEATS:
SECURITY BREACH: OWNERSHIP FRUSTRATION:
PROPRIETARY FEW ALTERNATIVES:BETTER ALTERNATIVES?:
SYSTEM: GREEN CAN BE GOLD:
People
IT only drive
managers weretheir
warycars Owners must
of automating Theendure highsystem
original fixed didCompared
not work to car ownership,
with Founder
Implementing Robin Chase
an automated heard
energy
a fractionsystems
building of the overall time them
and unifying costsun-
to buy,non-Cisco
maintain and in- or with
devices public transport does not
building managementabout car-sharing
system in Europe
is expensive and
theyone
der ownnetwork
them —management
at any sure a vehicleinfrastructure,
program and increasingly provide
discouraging the same level may
potential of not yield
fromasa much
friendimprovement
and believed as
giventomoment
due in attack
the risk of an urban congested
and disruption of urban areas from
customers with making mobility or convenienceinvesting
large investments while that suchenergy
in more a business could
efficient de-be
environment,
centralized the supply
systems strained roads
in aand
newparking— regular
product that could lockcarthem
rentals
in are pricey scalable, very profitable
vices and consolidating and
infrastructure
drivers
EMPTYPROJECTS:
PILOT SEATS: OWNERSHIP
COMMITTED
FRUSTRATION:
PARTNER:
FEW ALTERNATIVES:HOLISTICGREEN
APPROACH:
CAN BE GOLD:
Those with
People onlyCisco
drive software
their carsand devices
Owners must endure
Cisco high afixed
acquired Compared
technology to car ownership,
firm with Founder EnergyWise
The firm promotes Robin Chaseasheard
one
a fraction
can upgrade
of the
theiroverall
system time
for freecosts
to add
to buy,software
maintainthat
andmanaged
multi-party facilitydoes not about car-sharing
of several related in Europe
tools it can deploy with
theytest
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them — atthus
anystreamlining
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systems —provide the same
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including and believed
energy-efficient
given moment
cesses in an urbana full roll-out
before conducting congested urban areas
adapted with EnergyWise
to make mobility or conveniencedata
compatible while that
centers andsuch a businesswork
energy-saving could be
environment, the supply strained roads and
with parking—
many other devicesregular car rentals are pricey
in the market scalable,
practices such very profitable
as virtualization and and
of unused cars far exceeds car sharing could distribute and potentially locatedTelepresence
far have an beneficial impact on
drivers
EMPTY SEATS:
STANDARDS CREATION: OWNERSHIP
CUSTOMERS:
FRUSTRATION: FEW ALTERNATIVES:RELATEDGREEN
INDUSTRIES:
CAN BE GOLD:
Cisco isonly
People usingdrive
its experience
their cars withOwners must Byendure
providing
highafixed
clearer picture
Comparedof to car ownership, Founder
Cisco’s entry into ITRobin
energyChase heard
management
a fraction
power management
of the overall
andtime
other efficiency
costs to buy,power-consumption
maintain and in- habitspublicacross
transport
an does not
created newabout car-sharing
opportunities in Europe
in adjacent
they own them
measures to align— at
public
any and private
sure a vehicleorganization,
and increasingly
EnergyWise
provide
is changing
the same level markets
of from
like a friend
smart grids and
wherebelieved
the com-
given momentthrough
stakeholders in an urban
the creation
congested
of urban
the way
areas
companies
with organize,
mobilitydeploy
or convenience
and while
pany that such
is actively a business
developing could be
partnerships
environment,
common measures
the supply
of energy efficiency
strained roads
manage
and parking—
IT infrastructure
regular car rentals are pricey scalable,standards
push new industry very profitable and
of unused
for IT products
drivers
After incorporating support for many types and brands of IT equipment, the company is now developing
the capability to manage building infrastructure systems like HVAC and lighting which account for the
largest share of energy consumption in buildings.
WHAT’S NEXT?

New Innovation
Rapid
RedIgnis autemTransit System
facerro viderovitas in diones
re voloreh endaepu Curitiba, Brazil
An eco-friendly,
volori reliable,
ut voloris aut efficiently
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nobitas ex exceatquam cost
niaeffective
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plaute molor

RESULTS
A flexible network of buses andoffers
stations Zipcars enablemass
A highly reliable city transport
dwellers system Zipcar is the
A low cost world’s
transit systemlargest
used bycarover
cars and trucks
that meets the needsinofspecific
a rapidlyurban
growing to
thatshare cars, increasing
dramatically reduces automobile sharing serviceinproving
75% of travelers Curitiba,the cars-
a city of
areas for as littlewithout
urban environment as thirty minutes
busting city utilization of each vehicle
usage, fuel consumption and emission as-a-service model
three million plus
budgets for capital investments in rail levels in the city
Rental fee includes all main- Members plan and combine mul- Over 2 million
Eliminates about people live
27 million within a
automobile
tenance
Has and gas
the capacity to costs forunlimited
serve an a tiple
A auto cost-
versatile, trips and
intotime-effective
one, reducing trips annually, walk
five-minute savingof10 million gallons
convenient
range and throughout
of locations reliable service
Curitiba, fuel consumption
model and emissions
that can be implemented by a
ofZipcar
fuel and lowering the city’s CO2
achieving the speed and efficiency of a making improvements to existing trans- emissions by 25%
subway system port infrastructure and vehicles
been taken
A model off the road
for developing cities worldwide

EMPTY SEATS:GROWTH:
POPULATION OWNERSHIP FRUSTRATION:
GOVERNMENT PUSH:FEW ALTERNATIVES:SERVICE GREEN CAN BE GOLD:
CAPACITY:
People only
Curitiba’s drive
rapid their carsgrowthOwners
population taxed must Theendure high fixed
government Compared
wanted to car ownership,
to stimulate Founder
The outdated Robin Chase
fare payment heard
system and
a fraction
the of of
capacity theanoverall time electric
antiquated costs to buy,economic
trol- maintaingrowth
and infor the
public transport
urban does not
population about
narrow bus doorscar-sharing in Europe
created transporta-
theysystem,
ley own them
creating dire need tosure
— ataany a vehicleand
improve andtoincreasingly
facilitate greaterprovide thebysame
mobility im- level tion
of bottlenecks,
from a friend andinbelieved
resulting slow and
given
the moment
public in an urbansystem congested urban
transportation areas
proving thewith mobility
transportation or convenienceinefficient
infrastructure while that such a business could be
service
drivers
EMPTY SEATS:
LEGACY CONSTRAINTS: OWNERSHIP FRUSTRATION:
ECONOMIC FEW ALTERNATIVES:TECHNOLOGY:
SETBACKS: GREEN CAN BE GOLD:
People
The onlyelectric
legacy drive their carsserviceOwners
trolley fol- must endure high
Economic fixed including
setbacks, Compared to carofownership,
periods Founderlacked
The municipality Robinthe
Chase heard
technology
a fraction
lowed ofroutes
fixed the overall time of
— expansion costs to buy,hyperinflation,
service maintain and in- publicdevelopment
discouraged transport does not to developabout car-sharing
a system in Europe
that could reduce
they owntothem
capacity new— at anywas constrained
routes sure a vehicleofand
the increasingly
roads necessaryprovide the same
for an efficient bus level congestion
of from a friend
at bus and believed
terminals
given
by themoment in an
narrow city urbanand a tight
streets congested urban areas
transit with
system mobility or convenience while that such a business could be
environment,
municipal the supply
budget strained roads and parking— regular car rentals are pricey scalable, very profitable and
drivers
EMPTY SEATS:
ADMINISTRATION: OWNERSHIP
CUT
FRUSTRATION:
MY COSTS: FEW ALTERNATIVES:DESIGN CHANGES:
GREEN CAN BE GOLD:
Mayor Moreira
People only drive Garcez‘s
their cars
commission
Owners must Theendure
Institute
highfor
fixed
Research
Compared
and Urban
to car ownership,
CylindricalFounder
tube-shaped
Robinstation
Chase heard
a fraction
for the streets
of thepermitted
overall time
a local power
costs to buy,Planning
maintaininand
Curitiba
in- (IPPUC)
public transport
constructeddoes notenables passengers
about car-sharing
to makeinfare
Europe
they own them
company to explore
— at the
anypossibilitysure
of a vehicleroads
and increasingly
for buses at 1/10th
provide
the cost
theof
same
laying
level pre-payment;
of frombusa friend
design
andpermits
believed
givennetwork
bus moment forinthe
an city
urban congested urban
a subway
areassystem,
with enabling
mobility
systematic
or conveniencecommuters
while that to such
boarda and
business
exit buses
could be
urban
andand
parking—
economic development
simultaneously
drivers
EMPTY SEATS: COMMERCE:
BUS-ENABLED OWNERSHIP
BUILD
FRUSTRATION:
ON SUCCESS: FEW ALTERNATIVES:SPEEDY SERVICE:
GREEN CAN BE GOLD:
The busonly
People transport
drive their
network
cars betterOwners
con- must Mayor
endure
Ivohigh
Aruza
fixed
Prereir
Compared
commissioned
to car ownership,
The city municipality
Founder Robinreduced
Chasethe
heard
a fraction
nects far-flung
of theurban
overallareas,
time increasing
costs to buy,the
maintain
IPPUCand
to plan
in- a integrated
public transport
transportdoes not
passengerabout
waiting
car-sharing
time at the
in Europe
termi-
theytrade
the own and
themcommerce
— at any within thesure
city
a vehiclesystem
and increasingly
that will supportprovide
further
theurban
same level nals
of to nofrommorea than
friend15and
to 19
believed
seconds
given moment in an urban congested urban
development
areas with mobility or convenienceperwhile
boarding—1/8th
less thancould
the be
original time
drivers
The city municipality continues to improve the efficiency of the transport system through installation
of sensors in its buses and along public transportation routes. Also, the city municipality plans to utilize
100% alternate energy sources to lower emission levels.
WHAT’S NEXT?

New Innovation
Energy from Animal Waste
Reduce air,
RedIgnis autem
waterfacerro
and soil
viderovitas
pollution re
from
voloreh
cow manure
endaepuby
diones
converting
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can
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community

Disposing
of cow manureofferswithout The process
Zipcars enablesignificantly
city dwellers
reduces Each manure
digesterlargest
facilitycar
pro-
cars and trucks
polluting the environment
in specific urban to share cars,
pollution related
increasing
to cow manure sharingfertilizer
duces service from
proving
by-products,
the cars-
areas for as little as thirty minutes utilizationgets
disposal, of each
rid of
vehicle
manure odor as-a-service
reduces manure
modelodor by 95%
Microbial cow manure digesters
and produces natural gas which and can generate 775 live
kilowatts
generate
Rental feemethane
includeswhich
all main-
is cap- Members plan and combine mul- Over 2 million people withinofa
produces fewer CO emissions energy from 800 cows — enough
tenance
tured andand
used
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for a source tiple auto trips into2 one, reducing five-minute walk of
thanconsumption
coal or oil when
andused as an to power 600 homes
convenient
of energy and reliable service fuel emissions a Zipcar
energy source

EMPTY SEATS:
LOW PRICE OF MILK: FEW ALTERNATIVES:REGULATORY
GREEN CAN BE GOLD:
PUSH:
People
In 1998,only drive their
Dairyland cars its Owners must
launched endureincreasing
Steadily high fixed production
Compared of to carhas
milk ownership,
The rapid Founder
growth inRobin Chase
the size heard
of dairy
a fraction of the
“Evergreen” overall time
renewable costs to buy,depressed
energy program maintain and in- forcing
the price publicdairy
transport
farmsdoes
to not
farms hasabout car-sharing
resulted in new lawsin Europe
govern-
they
to own them
enable — at any
cooperative members to sure
dis-a vehiclebeand
findincreasingly provide
new ways of making the same
money and level ing
of the handling
from a friend and believed
and disposal of cow
given moment
tribute renewablein an urbanto consumers
energy congested urban
stayingareas with
competitive mobility or conveniencemanure
while andthat such
this, in aturn,
business
forcescould be
farmers
to look forscalable,
new ways very profitable
to manage and
and
of unused cars far exceeds car sharing could distribute and potentially locateddispose
waste
drivers
EMPTY SEATS:
UPFRONT COSTS: OWNERSHIP
SCALE
FRUSTRATION:
REQUIREMENTS:
FEW ALTERNATIVES:EXISTINGGREEN
SYSTEM:
CAN BE GOLD:
Most farmers
People only drive
weretheir
reluctant
cars to purchase
Owners must Toendure
make thehighcow
fixed
manure
Compared
digesterto car ownership,
To break even,
Founder
electricity
Robin Chase
generated
heard
a cow
fraction
manure
of the
digester
overall facility
time thatcosts
costs
to buy,economically
maintain andfeasible,
inpublic
a dairytransport
farm has does
to not from cow about
manure car-sharing
should be in
sold
Europe
at
theymillion
$2 own them
and spend
— at any
additional time
sure and
a vehiclehave
andatincreasingly
least 800 cowsprovide
and mostthefarms
same level six
of cents per
from
kilowatt
a friendhour,
and but
believed
most
given moment
money to operate
in an
theurban
facility congested urbanhave areas
fewer with
than that number
mobility or convenienceutilities
while want
thattosuch
payaonly
business
two cents
couldper
be
kilowatt hour
drivers
EMPTY SEATS:
IMPROVING
FRUSTRATION:
TECHNOLOGY:
FEW ALTERNATIVES:GOVERNMENT
GREENINCENTIVES:
CAN BE GOLD:
Dairyland
People only
collaborates
drive their cars
with farmers
Owners
by must There
endure
arehigh
studies
fixed
and experiments
Compared tobeing
car ownership, Founder
State grants Robin
and loan Chasecan
programs heard
a fraction ofthe
purchasing thebiogas
overallextracted
time costs
and then
to buy,conducted
maintain and
to create
in- andpublic
determine
transport
the does not
reduce theabout
cost ofcar-sharing in Europe
making electric-
they owndistribution
handles them — at any
of the electricity,
sure a vehicleeconomic
and increasingly
viability of cow
provide
manurethedigest-
same level ity
of while state
fromrenewable
portfolio
given moment
which eases theinfinancial
an urbanand time congested
burden urbaners designed
areas with
for smaller
mobility
dairy farms
or convenience
with standards
while that such
require a business
utilities couldabe
to generate
environment,
on the farmer the supply strained roads200-300
and parking—
cows regular car rentals are pricey scalable,
certain amount very profitable
of energy from renew-and
of unused cars far exceeds car sharing could distribute and potentially locatedable
far sources
drivers
EMPTY SEATS:
INTERNAL:
FRUSTRATION: FEW ALTERNATIVES:INDUSTRY:
GREEN CAN BE GOLD:
The process
People only drive
helpstheir
the farmer
cars solve
Owners
envi- mustByendure
using the
highsolid
fixedby-product
Comparedof the
to car
di- ownership,
Some energy
Founder
providers
Robinand
Chase
technology
heard
a fraction ofcompliance
ronmental the overallissues
time in manure
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infor public
cows, atransport
dairy farmdoes not
firms in agricultural
about car-sharing
areas areindiscon-
Europe
they ownand
disposal them makes
— at aany
major contribution
sure a vehiclecan
and
save
increasingly
up to $72k annually
provideand
theget
same
$16klevel tinuing
of orfrom
phasing
a friend
out older
and believed
businesses
given
to reducing
moment odors
in an
from
urban
animal waste
congested urban
in added
areas
revenue
with from mobility
carbon credits
or convenience
for towhile
focus onthat
converting
such a business
animal waste
could be
to
reducing
and parking—
methane emissions
methane toscalable,
create electricity
very profitable and
drivers
Because of renewable portfolio standards, the use of cow manure to generate electricity is being adopted
by other states including Vermont, California and Colorado. Microgy, the company that builds the
digesters, plans to take the technology to pig and poultry farms.
WHAT’S NEXT?

New Innovation
Cooking Oil Fuels Public Transport
Using recycled
RedIgnis autemcooking
facerro oil
viderovitas
as fuel makes
re voloreh
publicendaepu
buses cheaper
diones rerem.
to operate
Ectoand
consequam
more et
volori ut voloris aut
environmentally friendly
officit, nobitas ex exceatquam nia porecupid eos plaute molor

Fuel fromcar-as-a-service
Zipcar’s recycled cookingoffers
oil Cookingenable
Zipcars oil is acity
widely-available
dwellers Mileageisisthe
Zipcar improved
world’s by
largest
20%car
and
cars and trucks
specifically adapted
in specific
to the most
urban to share
fuel alternative
cars, increasing
in the Philippines sharing
cost is reduced
service by
proving
an average
the cars-
of
areas for as mode
widely-used little as
ofthirty
publicminutes
trans- utilization
that does not
of each
fluctuate
vehicle
in price as as-a-service
28.5%, thereby
model
increasing profits
port in the Philippines: the Jeepney dramatically as gasoline for operators
2 millionand drivers
Rental fee includes all main- Members plan and combine mul- Over people live within a
A partnership
tenance and gas
to costs
supportforthe
a Replacing
tiple auto trips
gasoline
into reduces
one, reducing
emis- Cushions thewalk
five-minute impact
of of increas-
convenient and
eco-friendly business
reliablemodel
service
that fuel consumption
sions and providesanda smoother,
emissions a Zipcar
ing fuel prices on local public
maintains profits for operators more powerful ride transportation
and drivers been taken off the road

EMPTY
CIVIL SEATS:PUSH:
SOCIETY OWNERSHIP
WASTED FRUSTRATION:
RESOURCE: FEW ALTERNATIVES:
TACKLE THE ELEPHANT: GREEN CAN BE GOLD:
TECHNOLOGY:
People only drivehow
NGOs recognized theirrising
cars Owners
Used mustoilendure
cooking high fixed
was dumped Compared
As the mosttopopular
car ownership,
mode of Founder
A range ofRobin Chase
attempts to heard
afuel
fraction
pricesof the overall
made life more time costs the
down to buy,
drainmaintain
or reusedand in-
by food public transport
transport, does not
smoke-belching about car-sharing
develop in Europe
used oil as an energy
they ownforthem
difficult — at any
low-income sure a vehicle
vendors and increasingly
as additives in animal provide the
Jeepneys same
were levelsource
a major of from a—
source friend
fromand believed
straight blending
driversmoment
given and the in an urban
Filipino riding congested
feeds, whichurban areasto
was known with mobility
of or convenience
local pollution while
and public that
to such a conversion
biodiesel business could be
— were
environment, the supply
public — alternative fuel strained
pose roads
certain andrisks
health parking—
to the regular car rentals are pricey
dissatisfaction scalable,
being very profitable
introduced andas
and touted
of unused
sources carsreduce
would far exceeds
the car sharingofcould
consumers thosedistribute
meat products and potentially located far have an beneficial impact on
solutions
DRIVERS the demand
burden on bothfrom potential
groups these costs from people’s houses society and the environment
drivers
FEAR OFSEATS:
EMPTY THE UNKNOWN: ORGANIZED
OWNERSHIPSOURCING:
FRUSTRATION: AMBIGUOUSFEW ALTERNATIVES:
DATA: GREEN
LACK CANOFBESTANDARDS:
GOLD:
People onlyfeared
Bus drivers drivelosing
their cars
their Owners
This mustoilendure
cooking high fixed Though
was easily Compared
scientific
to car
literature
ownership,on Founder
Product
Robin
standards
Chase heard
for
aonly
fraction
sourceofofthe overall
income time
if these costs tofrom
sourced buy, major
maintain
localand in- recycling
public cooking
transport oildoes
existed,
not data about biodiesel
car-sharing
were in
defined,
Europebut
they ownmixtures
new fuel them —damaged
at any surefood
fast a vehicle and
chains, butincreasingly specific
provide
to Jeepneys
the same didlevelnot
of exist, fromwould
a friend
be too
andstringent
believed for
their engines congested
efficient urban areas
collection with which
in smaller mobility
inhibited
or convenience
immediate deploy-
while thatcooking
such a business
oil-basedcould
fuels,bewhich
restaurants andand parking— ment
residential regular
until car
the rentals
right mixareand
pricey
price for
scalable,
furthervery
limited
profitable
their and
use
areas could
remained distribute mass
a challenge andconsumption
potentially located
was determined
drivers
PARTICIPANT
EMPTY SEATS:GUARANTEE: SYNERGIES:
OWNERSHIP FRUSTRATION: COLLABORATIVE
FEW ALTERNATIVES: TESTING: GREEN BANNING RE-USE:
CAN BE GOLD:
For Jeepney
People onlyoperators
drive theirwho
cars Fast foodmust
Owners chains agreedhigh
endure to sell
fixed A collaborative
Compared scientific
to car process Founder
ownership, Recognizing the ill
Robin Chase effects
heard
atested the technology,
fraction Don
of the overall time recycled
costs to oil
buy,at maintain
30% below thein-
and with thetransport
public Jeepney sector to improveabout of
does not reusing cooking
car-sharing oil in
in Europe
Bosco Technical
they own themCollege
— at any market rate while
sure a vehicle andinvolvement
increasingly performance,
provide the same durability and economic
level of from arestaurants
friend and and in animal
believed
and iBOP
given Asia provided
moment in an urban of Jeepney associations,
congested local
urban areas with viability
mobilitybuilt trust to produce
or convenience whilethe that such
feeds, an ordinance
a business couldwasbe
compensation for
environment, thedowntime,
supply government
strained roadsunits,
andand the
parking— best solution
regular for theare
car rentals socio-economic
pricey scalable, passed
veryprohibiting
profitable those
and
lost revenuecars
of unused andfardamage
exceeds private sector
car sharing madedistribute
could organized landscape in the located
and potentially Philippines
far have anpractices, thus
beneficial making
impact onthe oil
ENABLERS caused
the by thefrom
demand technology
potential sourcing of cooking oil possible
these costs from people’s houses societymore
andwidely available
the environment
drivers
EMPTY
OIL PRICE
SEATS:
HIKE CUSHION: SUPPLEMENTAL
OWNERSHIP FRUSTRATION:
INCOME: HEALTH:
ENVIRONMENT:
The useonly
People of cooking-oil-based
drive their cars Owners
Jeepney must endureobtain
associations high fixed Avoided carcinogenic
effects Displacement
Founder RobinofChase
fossilheard
fuels
a fraction
fuel cushions
of the
theoverall
negative
time costs to buy,
additional maintain
income and in-
from the public
and other
transport
healthdoes
risksnot
of about
by bio-based
car-sharing
oils reduces
in Europe
they own
impact of them
oil price
— hikes
at anyon the sure a vehicle
collection, and increasingly
processing, sales provide the same
incorporating usedlevel
cooking
of from a warming
global friend andand
believed
acidifica-
given moment
income of the Jeepney
in an urban
drivers congested urban
and use of fuel areas
made fromwith
used mobility
oil in foodorand
convenience
in animal while
feeds that impacts
tion such a business
of Jeepneys
could be
environment,
and operators the supply strained roads and parking—
cooking oil regular car rentals are pricey scalable, very profitable and
drivers
The Don Bosco and iBOP Asia Waste cooking oil project will be expanded to cover more Jeepneys, local
government units (LGUs) and transportation associations for a full nationwide implementation. A wider,
more institutionalized system for the collection, processing and distribution of waste cooking oil and the
creation of regulatory standards is expected.
WHAT’S NEXT?

New Innovation Powered Schools
Merry-Go-Round
Empowerautem
RedIgnis Playgrounds’
facerro viderovitas
electricity-generating
re voloreh playgrounds
endaepu diones
andrerem.
LED lanterns
Ecto consequam
transformet
volori ut voloris
playtime into electric
aut officit,
powernobitas
for learning

Empowercar-as-a-service
Zipcar’s Playgrounds’ equip-
offers The playgrounds
Zipcars enable cityprovide
dwellers
a reli- As of 2010,
Zipcar is theten
world’s
merry-go-rounds
largest car
cars and
ment usestrucks
kinetic
in energy
able and cars,
renewable
increasing
clean source sharing
have beenservice
installed
proving
in Ghanaian
the cars-
areas for asbylittle
generated kids’asplaytime
thirty minutes
ac- utilization
of electricity
of and
eachanvehicle
alternative as-a-service
schools, eachmodel
supporting 18-30
tivities to make power available at to the light of kerosene lamps for lights,
Over 2 impacting the education
Rental fee includes all main- Members plan and combine mul- million people live within a
night to light classrooms in rural, education and development in of
five-minute walk of and the
some 900 children
tenance and gas costs for a tiple auto trips into one, reducing
off-the-grid villages in Africa rural regions number
convenient and reliable service fuel consumption and emissions a Zipcar is growing

EMPTY SEATS:
CUSTOMER PULL: OWNERSHIP FRUSTRATION:
ENHANCE FEW ALTERNATIVES:ECONOMIC
EDUCATION: GREEN CAN BE GOLD:
DEVELOPMENT:
People only
Founder Bendrive their cars
Markham needed toOwners
find must Theendure highalso
founder fixed
wantedCompared
to maketo car ownership,
learning MarkhamFounder
aimed toRobin Chase
provide manu- heard
fractiontoofgenerate
a means the overall timeand provide
power costs to buy,more
maintain and in-
engaging public transport
and recreational does not
for young about car-sharing
facturing know-how in job
and local Europe
they own
light them — in
for studying at African
any villages suredur-
a vehiclestudents
and increasingly
and to provideprovide
accessthe same level opportunities
to hands- of fromfor
the citizens of Ghana
given
ing hismoment in an urban
church mission in Ghana congested urban areas labs
on science with mobility or conveniencebywhile
basingthat such a businessand
the manufacturing could
ad-be
ministration of the very profitablewithin
organization and
of unused cars far exceeds car sharing could distribute and potentially locatedthe
far country
drivers
EMPTY
NEED SEATS:
FOR A TEAM: OWNERSHIP FRUSTRATION:
MATERIAL SUPPLY: FEW ALTERNATIVES:UPFRONTGREEN CAN BE GOLD:
COSTS:
People only
Markham drive their
invented the cars Owners
idea of using kid must Toendure
enablehigh
massfixed Compared
production, to car ownership,
the play- Founder
At a cost over $3500Robin Chase
each, heard
the merry-
a fraction
energy of the overall
to generate time butcosts
electricity, to buy,ground
he pos- maintain and in- hadpublic
equipment transport
to be built usingdoes not
go-round about car-sharing
is difficult in Europe
to fund for most
they own
sessed themthe
neither — atteam
any nor the detailed
sure a vehicleparts
and that
were affordable and the same level schools
readily of from
and a friend andinbelieved
communities Africa
given moment
knowledge in an urban
to execute his vision congested urban areasinwith
available Ghana mobility or convenience while that such a business could be
drivers
EMPTY SEATS:
REUSE
FRUSTRATION:
WHAT YOU CAN:
FEW ALTERNATIVES:DONOR FUNDING:
GREEN CAN BE GOLD:
Ben Markham
People only drive
partnered
their cars
with Brigham-
overcomehighthe
fixed
lack ofCompared
materials,toengi-
car ownership,
EmpowerFounder
Playgrounds
Robinhas
Chase
beenheard
a fraction
Young University
of the overall
(his alma
timemater)costs
to to buy,neers
maintain
developed
and in-a design
public
thattransport
repurposeddoes not
registeredabout
in thecar-sharing
US as a public
in Europe
charity
they own
create student
themteams
— at anythat wouldsure
develop
a vehicleused
andauto
increasingly
parts and steel
provide
fromthe
thesame level so
of it can accept
from adonations
friend andfrom
believed
around
given
the moment in
equipment andanthe
urban
curriculum congested
for urban
markets
areas
of with
Ghana mobility or conveniencetowhile
world tothat
fund
such
manufacturing
a business could be
environment,
science education
the supply
of the villagersstrained roads and parking— regular car rentals are pricey scalable, very profitable and
drivers
EMPTY SEATS:
EXTERNAL: OWNERSHIP
SOCIAL
FRUSTRATION:
ASPECTS: FEW ALTERNATIVES:INTERNAL:
GREEN CAN BE GOLD:
Empower
People only
Playgrounds
drive their cars
made theOwners
first must Inendure
cooperation
high fixed
with BYUCompared
and Ghana’sto car ownership,
DesigningFounder
and manufacturing
Robin Chasetheheard
step
a fraction
to provide
of theelectricity
overall time
for segments
costs toofbuy,ministry
maintainofand
education,
in- the
public
organization
transportisdoes not
equipmentabout
provide
car-sharing
hands-oninengineer-
Europe
theyAfrican
the own thempopulation
— at anythat would sure
other-
a vehicledeveloping
and increasingly
a science curriculum
provide theto improve
same level ing
of experience,
from aattracting
friend andinterns
believed
and
givennot
wise moment
have access
in an urban
to electric power
congested urban
education
areasdelivery
with and to mobility
train Ghanaian
or convenienceBrigham
while Young
that such
University
a business
students
could be
to
environment, the supply strained roadsstudents
and parking—
on how to problem-solve
the organization
drivers
Empower Playgrounds is planning to install 25 more merry-go-round systems in 2010. In addition, a
zip-line and a swing system that generate electricity are both under development to add more power-
generating capabilities to playground equipment in schools.
WHAT’S NEXT?

New Innovation
Sunflowers for Solar Farms
A solar array
RedIgnis autem
thatfacerro
is easyviderovitas
to assemble
re voloreh
and maintain,
endaepu
making
dionessolar
rerem.
farms
Ecto
more
consequam
cost et
volori ut voloris
effective in mostaut
parts
officit,
of thenobitas
worldex exceatquam nia porecupid eos plaute molor

The Sunflower
highly concentrat-
offers Highly concentrated
Zipcars enable city dwellers
PV systems The Sunflower
systemlargest
has ancar
carsphotovoltaic
ed and trucks in (HCPV)
specific
system
urban to share
can already
cars,
yield
increasing
1MW for every 5 sharing service proving
industry-leading 29% conversion
the cars-
areas
is pre-assembled
for as little as
andthirty
requires
minutes utilization
acres of solar
of each
farmvehicle
area, making as-a-service
efficiency by model
focusing the suns
minimal maintenance
includes all to lower solar farms an important compo- rays
Over 2 million people live ratio
with a concentration
Rental fee main- Members plan and combine mul- within a
costs and deliver better efficiency nent of a clean and sustainable of 1200:1 compared
tenance and gas costs for a tiple auto trips into one, reducing five-minute walk of to 500:1 by
(using tripleand
junction cells) than energy source for the
and future traditional
convenient reliable service fuel consumption emissions a Zipcar CPVs; its triple junction
traditional CPV systems cells are 2.4 times less costly

EMPTY SEATS:
ELECTRIC UTILITIES: OWNERSHIP FRUSTRATION:
INCENTIVES FEW ALTERNATIVES:IDEALAB GREEN
AND STANDARDS: CAN BE GOLD:
AND FOUNDERS:
People onlydemand
Increasing drive their
for cars Owners must
modular ap- endure highincentives
Government fixed Compared to car ownership,
and the rapid Founder
The founders Robin begun
of Idealab, Chase inheard
a fraction to
proaches of solar
the overall
farmstime costs to buy,adoption
that are grid-tied maintainofand in-
renewable public
energytransport
standardsdoes not
2001, are about car-sharing
mission-driven to in Europe
deliver
theyefficient
and own them — the
over long term sure a vehicle
at any and solar
make increasingly
farms moreprovide
viable the same level cost-effective,
of fromgrid-competitive
solar
given moment in an urban congested urban areas with mobility or convenienceelectric
while power
that such a business could be
drivers
EMPTY SEATS:EFFICIENCY:
TECHNOLOGY OWNERSHIP FRUSTRATION:
UPFRONT COSTS: FEW ALTERNATIVES:UNPROVEN
GREEN
TECHCAN
ANDBE GOLD:
People
CPV andonly drive
other their cars
systems Owners must
efficiencies endure
Highly high fixedsolutions
customized Compared
bringtohigh
car ownership, Founder Robin Chase heard
SKEPTICISM:
a fraction
have of the
hovered overall
in the time range
15-20% costs
withto buy,costs
maintain
in theand inof public
absence transport
buy backs There is skepticism
and/ordoes not about thein Europe
about car-sharing
they own them
associated high—costs
at any sure a vehicle
per watt delivered modules provide the same level economics
and increasingly
standardized of of solar
from power
a friend andabsent
believed
given moment in an urban congested urban areas with mobility or conveniencefinancial
while incentives
that such as well as concern
a business could be
environment, the supply strained roads and parking— about newscalable,
regular car rentals are pricey replacement technologies
very profitable and
drivers
EMPTY
HCPV TECHNOLOGY:
SEATS: OWNERSHIP
SYSTEMS
FRUSTRATION:
INTEGRATION:
FEW ALTERNATIVES:MODULAR
GREEN
MANUFACTURING:
CAN BE GOLD:
People
Increasing
onlythedrive
concentration
their cars of solar
OwnersraysmustTheendure
Idealab
highapproach
fixed toCompared
systems tointegra-
car ownership,
Low profileFounder
10-module
Robinbuilding
Chase heard
blocks
afrom
fraction
500of : 1 the
up tooverall
1,200time
: 1 provides
costsa to buy,tion
maintain
acrossand
a large
in- range
public
of disciplines
transport does not
called “frame
aboutsets”
car-sharing
are designed
in Europe
to
they
majorown
costthem
reduction when combined
— at any sure awith
vehicleincludes
and increasingly
advanced optics,provide
cell thermal
the same level minimize
of from
shipping
a friend
and installation
and believed
given moment triple
high efficiency in an urban
junction cells
congested
(38% urban management,
areas withtrackingmobility
systemsordesign
conveniencecosts
whilewhile
that
maximizing
such a business
flexibility
could
forbe
environment,
more efficientthe thansupply
silicon cells) strained roadsandandrobotic
parking—
assembly regular car rentals are pricey
rooftop orscalable,
graded land
veryinstallations
profitable and
drivers
EMPTY FARM
SOLAR SEATS:
INDUSTRY: OWNERSHIP
ENERGY
FRUSTRATION:
COST AND BALANCE:
FEW ALTERNATIVES:LOW COST
GREEN
+ HIGH
CAN
EFFICIENCY:
BE GOLD:
Energy only
People Innovations
drive theirhascars
been ableOwners
to mustTheendure
improvements
high fixed in the
Compared
cost of HCPV
to car ownership,
October 2009
Founderannouncement
Robin Chaseofheard
world-
increase
a fractionthe
of the
concentration
overall timeof its CPV
costs to buy,will
maintain
significantly
and in-increase
public
the transport
ability of does notleading 29%about
conversion
car-sharingefficiency
in Europe
is double
they own
system tothem
1,200:1,
— atthereby
any requiring sureless
a vehiclesolar
andenergy
increasingly
farms to become
provide athe
major
samepart
level the
of average from
of flat
a friend
plateand
systems
believed
— com-
givenhalf
than moment
the number
in an urban
of high costcongested
cells urban
of theareas
overall
with
energy equation
mobilityinormany
conveniencebined
whilewiththat
thesuch
focusaonbusiness
low costs,
could
solar
be
environment,
used by competing
the supply
systems strained roads
parts
andofparking—
the world regular car rentals are pricey
farms willscalable,
become truly
very profitable
cost competitive
and
drivers
Continued improvements in triple junction cell efficiency combined with cost reduction programs in place
are projected to continue to advantage this system relative to traditional thin film solar and crystalline
silicon PV over the long term.
WHAT’S NEXT?

New Innovation
Paper-Thin Power Storage
Small, flexible
RedIgnis autembatteries
facerro viderovitas
manufacturedre voloreh
using non-toxic
endaepu materials
diones rerem.
and low-cost
Ecto consequam
printing et
volori ut voloris
technology suited
autfor
officit,
low-power
nobitas
applications

Paper-thin,
flexible battery offers Unlike lithium,
Zipcars enable city
mercury
dwellers
and other Enfucellisisthe
Zipcar actively
world’smarketing
largest car the
cars and
cells thattrucks
can beincheaply
specificmass-
urban to sharechemistries,
battery cars, increasing
Enfucell’s sharing battery
printed service proving
globally the
withcars-
of-
areas for as
produced enable
little the
as thirty
provision
minutes utilization
printed batteries
of eachcontain
vehicle no as-a-service
fices in Finland,
model
France and the US
of low-power to a range of small toxic substances, making them and has partnered with a Finnish
Rental fee includes all main- Members plan and combine mul- Over 2 million people live within a
one-time
tenance and gas costs for alike
use applications safely disposable in landfills and industry leader in RFIDs to create
tiple auto trips into one, reducing five-minute walk of
RFID tags, micro-sensors, cos- recyclable new products
metic patches and beyond

EMPTY
A SEATS:
BIG, AUDACIOUS GOAL: OWNERSHIP FRUSTRATION:
DEMAND PULL: FEW ALTERNATIVES:INNOVATIVE
GREEN CAN BE GOLD:
REGION:
People
Dr. onlythe
Zhang, drive their cars
founder Owners must
of Enfucell, endure
Bulky high fixed
batteries Compared
limit the potentialtoforcar ownership,
Otaniemi Founder Robin
is Finland’s Chase
Silicon heard
Valley
a fraction set
originally of the
outoverall time biofuels
to research costsasto buy,RFIDs
maintain
thatand in- with
interact public transport
external “smart” does not
where majorabout
techcar-sharing in Europe
universities, R&D
athey own
more them — at any friendly sure
environmentally powera vehiclesystems;
and increasingly
thus, there isprovide thenew
a need for same level centers
of from
and a friend and
corporations believed
(including
given moment
source in an to
for batteries urban congested urban
replace tradi- areas with
technologies mobility orthis
that can overcome convenienceNokia)
while arethat such a business
co-located — Dr. Zhangcould be
environment,
tional materialsthelike
supply strained
lead, mercury, and roads and parking—
barrier regular car rentals are pricey scalable,
studied biotech, very profitable
researched and
biofuels
cadmium car sharing could distribute and potentially locatedand far started
have an beneficial
Enfucell here impact on
drivers
EMPTY
HIGH COST:
SEATS: OWNERSHIP
CHICKEN
FRUSTRATION:
OR THE EGG:FEW ALTERNATIVES:LACK OF EXPERIENCE:
GREEN CAN BE GOLD:
After ten
People only
years
driveof their
research,
cars Dr. Zhang
Owners must Printed
endurebatteries
high fixed
do notCompared
yet have atovolume
car ownership,
The founders
Founder
of Enfucell
Robin were
Chase heard
arealized
fractionthat
of the
evenoverall
though
time
batteries
costs
pow-to buy,application,
maintain andmaking
in- them public
lesstransport
competitive
does not
primarily scientists
about car-sharing
and researchers
in Europe
they by
ered ownbiofuels
them —can at replace
any traditional
sure a vehiclewithout
and increasingly
economies of scale,
provide
butthe
com-
same level who
of wanted from
to acommercialize
friend and believed
the
given moment
batteries, the batteries
in an urbanwould becongested
far too urbanpanies
areas
are not
withwilling tomobility
use thisortype
convenience
of paper
whilebatteries
that such
concept
a business
but didcould
not be
environment,
expensive for commercial
the supply use strained roads battery
and parking—
unless it is moreregular
cost-effective
know howscalable,
to get funding
very profitable
or set upand
a
of unused cars far exceeds car sharing could distribute and potentially locatedbusiness
drivers
EMPTYSHIFT:
FOCUS SEATS: OWNERSHIP
COMMITTED
FRUSTRATION:
PARTNERS:
FEW ALTERNATIVES:FINANCIAL
GREEN
ADVISORS:
CAN BE GOLD:
Dr. Zhang
People onlythen
drive
turned
their to
cars
low-powered
develophigh
newfixed
RFID applications,
Compared to Enfucell
car ownership,
As Enfucell
Founder
was spun
RobinoutChase
of the heard
a fraction
fuel cells and
of the
in 2003
overallhetime
createdcosts
the first
to buy,has
maintain
partnered
andand
in- evenpublic
movedtransport
into the does not
Universityabout
of Helinski,
car-sharing
the founders
in Europe
they own them
generation of paper
— at batteries
any by sure
combin-
a vehiclesame
and building
increasingly
as Auraprint
provide
Oy, the
a leading
same level sought
of external
from ahelp
friendtoand
secure
believed
seed
given
ing moment
a thin in ancell
galvanic urban
with papercongested Finnish
printing urban areas
RFID and plastics
with label printer
mobility or conveniencefunding
while —that
more funding
such from acould
a business gov-be
environment,
and laminationthe technology
supply strained roads and parking— regular car rentals are pricey
ernment R&D
scalable,
organization
very profitable
enabledand
of unused cars far exceeds car sharing could distribute and potentially locatedEnfucell
far tohave
expand
an beneficial
further impact on
drivers
EMPTY SEATS:
GLOBAL RECOGNITION: OWNERSHIP
COMPANY:
FRUSTRATION: FEW ALTERNATIVES:INDUSTRY:
GREEN CAN BE GOLD:
The company
People only drive
hastheir
received
carsseveralOwners
tech must Inendure
additionhigh
to smart
fixed RFIDs,
Compared
Enfucell
toiscar ownership,
Firms likeFounder
Enfucell Robin
are expected
Chase heard
to
a fraction
awards such
of the
as Technology
overall timePioneers
costsofto buy,finding
maintain
newandmarkets
in- forpublic
printed
transport
batteriesdoes notexpand downstream
about car-sharing
and develop
in Europe
they own
2007 at The
themWorld
— atEconomic
any Forum,
sure a vehiclewhere
and increasingly
it can get involved
provide
furtherthe
downsamein level unique
of applications
from a friend
for and
theirbelieved
printed
given moment
helping the company
in an urban
gain visibility
congested
and urban
the value
areaschain
withwith finished
mobility
products
or convenience
such batteries
while which
that such
willaincrease
businesssales
could
tobe
environment,
create interestthe
in its
supply
products strained roads as cosmetic
and parking—
patches andregular
greeting
carcards
rentals are pricey
an estimated
scalable,
$560verymillion
profitable
in 2014and
drivers
Enfucell continues to expand in focused markets — opening up a new office in Paris to serve the French hi-
tech and cosmetic businesses, participating in the RFID Journal LIVE! 2009 event in Orlando, Florida and
receiving new funding from private investors to continue product development.
WHAT’S NEXT?

New Innovation
Solid Waste to Energy
Radioactive
RedIgnis autem
and facerro
solid waste
viderovitas
from medical
re voloreh
and endaepu
municipaldiones
sources
rerem.
is converted
Ecto consequam
into cleanet
volori utand
energy voloris
matter
autuseful
officit,innobitas
buildingexmaterials
exceatquam nia porecupid eos plaute molor

A self-sustaining
plant, featur-
offers The plant
Zipcars enable
leaves
city
nodwellers
surface water, EER’s facilities
have alargest
capacity
carto
carsaand
ing unique
trucks
disposal
in specific
technology
urban to share cars, or
groundwater, increasing
soil pollution in sharing 500
convert service
to 1,000
proving kilograms
the cars-
areasavoids
that for asburning,
little as converts
thirty minutes
solid utilization
its wake of each vehicle as-a-service
of waste per model
hour, almost ten
waste into two useful by-products: times more than the existing
Rental fee includes all main- The remaining
Members plan and
waste combine
materialmul-
is Over 2 million people live within a
clean energy
and and
gas building
costs formaterials industry solutions
tenance a tiple auto
inert and can
tripsbeinto
fully
one,
utilized
reducing
for five-minute walk of
construction materials
and emissions About
a Zipcar70% of the energy pow-
ers the reactor and the remaining
30% is sold

EMPTY SEATS:
TACKLE THE ELEPHANT: OWNERSHIP
POOR FRUSTRATION:
ALTERNATIVES: FEW ALTERNATIVES:
EXISTING TECH: GREEN CAN BEPUSH:
REGULATORY GOLD:
People600
About onlymillion
drive their
tonscars
of Owners must
Existing wasteendure high fixed
disposal Compared
A to car
process for ownership,
treating low Founder Robin
Following Chase heard
fee increases associ-
a fraction of
municipal andthe overall time
industrial solid costs to buy,
solutions weremaintain and in-—
half measures publicradioactive
level transport does
wastenot was aboutwith
ated car-sharing
dumpingin Europe
hazardous
they own
waste them — atannually
is generated any sure a vehicle
landfills and increasingly
or incineration of provide theinsame
developed level20of
Russia from ainfriend
waste and treatment
landfills, believed
given
by moment
OECD in an—urban
countries finding congested
waste urbanland,
still cause areaswater
with mobility
years agoorand
convenience
EER believedwhile that such
options a business
that had beencould be
off the
environment,
safe thedisposal
and effective supply strained
or roads and parking—
air pollution regular
it could car rentals
be used areother
with pricey scalable,
table veryviable
became profitable and
of unusedwas
methods carsa far exceeds
challenge car sharing could distribute and potentially
waste streams located far have an beneficial impact on
drivers
EMPTY
HIGH COSTS:
SEATS: OWNERSHIP
NEW REQUIREMENTS:
MARKET UNCERTAINTY: GREEN CAN
ENERGY REQS:
BE GOLD:
Buildingonly
People anddrive
operating
their waste
cars While the
Owners must
newendure
disposalhigh
tech-
fixed Waste management
firms The process
Founder Robinrequired
Chaseveryheard
high
a fraction of the
management plants
overall
cantime
be costs
nologytolooked
buy, maintain
promising,and in- publicskeptical
were transportthat
does
thenot about car-sharing
temperatures of upintoEurope
7,000˚C,
they own them
expensive with start-up
— at anycosts, sure
it could
a vehicle
not beand
easily
increasingly
or provide
new process
the same
wouldlevel
deliver
of from awould
which friendconsume
and believedsubstantial
given moment fees
administrative in anasurban
well congested urban
inexpensively retrofitted
areas with
into mobility or benefits
significant convenience
overwhile
the that suchof
amounts a business
energy could be
environment,
as liability- andthe
insurance-
supply strained treatment
existing roads and parking—
plants regularquo
status car rentals are pricey scalable, very profitable and
of unused
related expenditures
drivers
EMPTY SEATS:
FUNDING: OWNERSHIP
PILOT PROJECT:
COMMITTED PARTNERS: GREEN CAN
SYSTEM THINKING:
BE GOLD:
EER attracted
People only drive
major
their
Israeli,
cars EER builtmust
Owners a test
endure
facilityhigh
in Israel,
fixed EER partnered
Compared to carwith
ownership,
a few EER devised
Founder Robina system
Chase heard
that
a fraction and
Japanese of the
Korean
overall
invest-
time costs
enabling
to buy,
the firm
maintain
to observe
and in- leading
public transport
waste disposal
does not aboutcapture
could car-sharing
and purify
in Europe
they own
ment companies,
them —providing
at any sure
its operational,
a vehicle andeconomic
increasingly
and provide
firms in the same
US, UKlevel
andof from a friend
oxygen to provide
and believed
clean fuel
given moment
substantial in anfor
funding urban
the congested urban
environmental features
areas with other countries
mobility based onwhile
or convenience the thata such
for generator
a business
to maintain
could be
environment,
technology commercialization
the supply strained roads and parking— regular of
results carthe
rentals
pilot plant
the required
verytemperatures
profitable and
drivers
EMPTYEFFECTIVE:
MORE SEATS: LOWER
OWNERSHIP
COSTS:
FRUSTRATION: EXPANSION:
FEW ALTERNATIVES: GREEN
SELF-SUSTAINING:
CAN BE GOLD:
The facilities
People only drive
are able
theirtocars The
Owners
EERmust
process
endure
costshigh
$3,000
fixed EER
Compared
has established
to car ownership,
subsidiar- Founder
The plantRobin
uses Chase
70% of heard
the
a fractionbetween
process of the overall
500 kgtime
and per
costs
ton,
to which
buy, maintain
is ten times
and less
in- ies
public
in two
transport
target markets,
does not about
generated
car-sharing
electricity
in Europe
to drive its
they own
1000 kg ofthem
waste— at
perany
hour than
sure athe
vehicle
costsand
for conventional
increasingly Japan
provideand
theKorea,
samemarketing
level of from
own operations,
a friend andwhile
believed
30% can
given moment
compared to other
in ansolutions
urban waste
congested
treatment
urban areas with its
mobility
waste treatment
or convenience
technology
while that
be sold
suchtoanearby
business
customers
could be
environment,
that can only process
the supply
up to strained roads and parking— regular car rentals are pricey scalable, very profitable and
of unused
50 kg per hour
drivers
After its initial success, EER is expanding globally and plans to build facilities in Europe, North America
and Asia and is processing a greater variety of waste such as automotive residues, medical waste and
other hazardous materials.
WHAT’S NEXT?

E-street
New Innovation
Intelligent Street Lighting
A cross-border
RedIgnis autempartnership,
facerro viderovitas
in the EU,
re voloreh
to create
endaepu
a market
diones
for “intelligent
rerem. Ectostreet
consequam
lighting”
et
volori
to dramatically
ut volorisreduce
aut officit,
energynobitas
consumption

Organizations
able to design,
offers The newenable
Zipcars systemcity
— with
dwellers
dimmable Over 20,000
street lights
largest were
car
cars and finance,
develop, trucks ininstall
specific
andurban
main- to
lights
share
as cars,
well as
increasing
advanced com- sharing service
installed over a proving
30 month thepilot
cars-
areaslighting
tain for as little
systems
as thirty
partnered
minutes
to utilization ofadministration
munication each vehicle and as-a-service
period — the project
model has identified
disseminate an “intelligent street lighting
Members plan and—combine
monitors reduces the an annual saving potential of 38 a
Rental fee includes all main- mul- Over 2 million people live within
lighting
tenance solution” that for
canabe rap- level of light when needs are low, terawatt hours by retrofit of old
and gas costs tiple auto trips into one, reducing five-minute walk of
idly scaled up across Europe saves energy and cuts pollution installations, which is 64% of
the present annual European
As a result, 50,000
consumption carslights
for street have

EMPTY SEATS: INCENTIVES: OWNERSHIP
GOVERNMENT FRUSTRATION:
MARKET FEW ALTERNATIVES:TACKLE THE
CREATION POTENTIAL: GREEN CAN BE GOLD:
ELEPHANT:
People
The only drive
Intelligent their cars
Energy — EuropeOwners
(IEE) must Theendure high fixed
identified businessCompared to carled
opportunities ownership, Founder
The outdoor lightingRobin Chase
systems forheard
many
a fractionwas
program of the overall time
launched costs to buy,tomaintain
and financed incentingand in- parties
many public transport
across does not
the value European about car-sharing
cities account in Europe
for nearly 38
they
by own
the them —Union
European sure a vehiclechain
at anyto save energy and who
increasingly
have expertiseprovide the same
in street lightinglevel percent
of offrom
theiratotal
friend and believed
energy use —
giventomoment
and encouragein an
theurban congested urban
use of renewable areas
to create with , moremobility
a larger or convenience
attractive market rising whileenergy
thatprices
such created
a business could
a need to be
environment,
energy sourcesthe supply strained roads
forand parking—
“intelligent regular car rentals are pricey
street lighting” scalable,
develop more verysystems
effective profitable and
drivers
EMPTY SEATS:
UNCERTAIN RISKS: OWNERSHIP
SYSTEM
FRUSTRATION:
MANAGEMENT:
FEW ALTERNATIVES:PUBLIC BUREAUCRACIES:
GREEN CAN BE GOLD:
One of the
People onlymain
drivebarriers
their cars
for retrofitting
Owners must Introducing
endure high
dynamic
fixed lighting
Comparedalsotoleads
car ownership,
The initialFounder
investment
Robin
costs
Chase
of major
heard
a fraction
old street of
lighting
the overall
systems
timeis thecosts
lack ofto buy,tomaintain
more complex
and in-management
public transport
system does not retrofit projects
about car-sharing
are high because
in Europe
of
they ownresources
financial them — at—any including asure
lack aofvehicleneeds
and increasingly
— especially for provide
sophisticated,
the samereli-level technology
of from
requirements
a friend andand
believed
are
given moment
financial models inamong
an urban congested
stakeholders to urbanable, areas
and well
with
tested communication
and generally
while that
not funded
such a business
because street
could be
environment,
understand thethe
true
supply
costs and benefits
strained roads dataand
processing
parking—abilities
lighting isscalable,
seen mainly
veryas
profitable
a public and
of unused cars far exceeds car sharing could distribute and potentially locatedsafetyfar issue have an beneficial impact on
drivers
EMPTY SEATS:
“TURN-KEY SOLUTION”: OWNERSHIP
PILOT
FRUSTRATION:
PROJECT: FEW ALTERNATIVES:SCALE EFFECTS:
GREEN CAN BE GOLD:
As partonly
People of the
drive
program
their cars
two companies
Owners must The endure
first full-scale
high fixedadministrative
Compared to tool
car ownership,
After the pilot,
Founder
increasing
Robin Chase
the number
heard
developed
a fraction ofa “turn-key
the overallsolution”
time costs
for to buy,piloted
maintainin Oslo
and in-
providedpublic
a good
transport
templatedoes not
of units installed
about car-sharing
can significantly
in Europe
lower
they own them
investors which—calculates
at any investment,
sure a vehicleforand
E-Street
increasingly
because itprovide
leveragedtheexisting
same level per-unit
of cost
fromand
a friend
deliverand
thebelieved
economies
givensavings
cost moment andin cash
an urban
flows infrastructure
congested urban areas withand deployed components
mobility or convenienceofwhile
scale needed
that such
to drive
a business
financial
could
sav-be
widely
and to
parking—
minimize riskregular car rentals are pricey
ings and make
scalable,
the project
very profitable
affordable
and
drivers
EMPTY SEATS:
CITIES
FRUSTRATION:
AND REGIONS:FEW ALTERNATIVES:SAFETY AND
GREEN
EFFICIENCY:
CAN BE GOLD:
The pilot
People only
in Oslo
driveled
their
to cars
an annualOwners
reduc- must The
endure
E-street
highproject
fixed hasCompared
identifiedtoancar ownership,
The solution
Founder
focusesRobin
on low
Chase
energy
heard
tion
a fraction
of 70%of the
in energy
overallconsumption
time costs
and
to buy,annual
maintain
savings
and in-
potential
public
of 38
transport
TWh by does notconsumption
about
combined
car-sharing
withina Europe
high
they own
1,440 tonsthem emissions
in CO—2 at any compared to introducing/retrofitting
sure a vehicle and increasingly provide
old installations
the same level functional
of from
standard
a friend
— by
andreducing
believed
the burning
given moment of oil to provide
in an urban electricity for urban
congested with adaptive
areas withlighting,mobility
cutting present
or conveniencelamp
whiledowntime
that such
it has
a business
also significantly
could be
10,000 publicthe
environment, street lights
annual
and parking—
European energy regular
use upcar
torentals
64% are pricey
improved scalable,
driver andvery
pedestrian
profitable
safety
and
drivers
The pilot project in the City of Oslo has become the basis for the E-Street initiative to reduce energy usage
in outdoor lighting systems in the European Union. E-Street will play a pivotal role in determining EU
standards and legislation for intelligent outdoor lighting systems.
WHAT’S NEXT?

New Innovation
Turning Landfill Gas into Electricity
The first landfill
RedIgnis autem facerro
Clean Development
viderovitas reMechanism
voloreh endaepu
(CDM)diones
projectrerem.
in Africa
Ecto
brings
consequam
advanced
et
volori ut voloris
solutions to developing
aut officit,
worldnobitas
problems

eThekwini
Municipality (City offers
of The project
Zipcars enable
converts
city dwellers
landfill gas In total,isthe
Zipcar theproject
world’sislargest
expected
car
cars and in
Durban) trucks
partnership
in specific
withurban
the to share
that is about
cars,40-60%
increasing methane sharing
to reduce service
equivalent
proving
emissions
the cars-in
areas for
World Bank’s
as little
Prototype
as thirtyCarbon
minutes utilization
(CH 4
) into of
electricity,
each vehicle
reducing the as-a-service
CO 2
by 3.8 million
model tons
Fund is running the first CDM reliance on coal-fired plants
Rental fee includes all main- Members plan and combine mul- Over
~450,000
2 million
tonspeople
out of the
live 3.8
within a
certified land-fill to electricity
tenance and gas costs for a CH
tiple isauto
20-25
tripstimes
into one,
morereducing
harmful five-minute
million wouldwalkhaveofbeen emitted by
project in Africa — this was made 4
convenient and reliable service fuel
thanconsumption
CO2 as a green-house
and emissions
gas a
alternative
Zipcar power generation over
viable by selling carbon credits to
As aproject
the result,lifespan
50,000ofcars
the have
sites
developed countries

EMPTY SEATS:
TACKLE THE ELEPHANT: OWNERSHIP FRUSTRATION: PUSH:
INTERNATIONAL FEW ALTERNATIVES:DEMANDGREEN CAN BECREDIT:
FOR CARBON GOLD:
People
CH only
4 is 21 drive
times theirharmful
more cars than Owners
CO2 mustDuring
endure high
the fixedSummit
World Compared
hostedto bycar ownership, Founder
The emission limitsRobin
set byChase heard
the Kyoto
a fraction
to of the overall
the environment andtime
landfills costs
and to buy,South
maintain andinin-
Africa 2002, public transport
Prototype Carbondoes not
Protocol — about
whichcar-sharing
entered intoin force
Europein
they own them
represents 5-15%— at total CH4 emissions;
ofany sure a vehicleFund
and(PCF)
increasingly
— managed provide
by thethe same level 2006
World of from athe
— raised friend and believed
demand for carbon
therefore,
given moment the problem of landfillcongested
in an urban gas urban
Bankareas with themobility
— suggested or conveniencecredits
development while which
thatwere
suchissued
a business could
by the CDMbe
emissions
environment, hasthe
to be addressed tostrained
supply reduce roadsof aand parking—
landfill regular
gas utilization car rentals
project to are pricey scalable,
as a certified verysaving
emission profitable and
project
global
of unusedwarming
cars far exceeds car sharing could distribute
eThekwini and potentially located far have an beneficial impact on
drivers
EMPTY
LACK OFSEATS:
EXPERIENCE: OWNERSHIP FRUSTRATION:
NON-GREEN FEW ALTERNATIVES:ADMINISTRATION:
IS CHEAPER: GREEN CAN BE GOLD:
People only
Durban Soliddrive
Wastetheir cars the Owners
(DSW), munici- mustFrom endure
the high fixed Compared
munipality’s to car
point of view, a ownership,
Because ofFounder
the lackRobin Chase heard
of experience in
a fraction
pal agencyofresponsible
the overall for
timemanagement
costs to buy,landfill-gas-to-electricity
maintain and inpublic transport
project is notdoes not aboutthe
CDM projects, car-sharing in Europe
administration
theyoperation
and own themof—the at any
landfill sites,sure
didanot
vehicleattractive
and increasingly provide the
because purchasing same level required
electricity of tofrom a friend
become and believed
a CDM-certified
giventhe
have moment in anexperience
necessary urban incongested
landfill urban
from areas withprovidermobility
the local or convenience
is estimated while and
to be project that suchcarbon
to sell a business could
credits wasbe
environment,
gas utilizationthe supply strained roads and66%
about parking—
cheaper onregular carrun
the long rentals
in are pricey scalable,
underestimated very
both in profitable
terms of and
Southdistribute
Africa and potentially locatedhuman
far resources
have an andbeneficial
cost impact on
drivers
EMPTY SEATS:
PARTNERSHIP: OWNERSHIP
CARBON
FRUSTRATION:
TRADING: FEW ALTERNATIVES:TEAMWORK:
GREEN CAN BE GOLD:
DSW started
People only drive
an advanced
their carsresearch
Owners mustThe endure
CDM,high
under
fixed
the Kyoto
Compared
Protocol,
to car ownership,
The dedication
FounderandRobin
passion
Chase
of heard
a fraction of the
collaboration withoverall
the University
time costs
of to buy,allowed
maintain
project
and in-
ownerspublic
to generate
transport
an does not
Lindsay Strachan
about car-sharing
(the DSW inproject
Europe
they own them —
KwaZulu-Natal toat
study
any the management
sure a vehicleadditional
and increasingly
revenue streamprovide
through
the same
the level manager),
of from
the full
a friend
backing
andfrom
believed
the
given
of moment
landfill in an urbanwhich became
gas emissions, congested urban
sale of
areas
carbon
withcredits to
mobility
PCF, thus
or convenience
making Mayor whileandthat
thesuch
City Council,
a business
andcould
the be
environment, the
internationally recognized
theand
project
parking—
financially viable
help of thescalable,
Electricity
very
Department
profitable and
of unused cars far exceeds car sharing could distribute and potentially locatedresulted
far inhave
a success
an beneficial
story impact on
drivers
EMPTY SEATS:
MUNICIPALITY:
FRUSTRATION: FEW ALTERNATIVES:RESIDENTS:
GREEN CAN BE GOLD:
According
People onlytodrive
an analysis,
their cars
the project
Owners
is mustThe endure
project
high
willfixed
realizeCompared
a net profitto car ownership,
The project
Founder
improvesRobin
the Chase
air quality
heard
a fraction
able to realize
of the
a reduction
overall time
of 7.7 million
costs to buy,ofmaintain
$7.25 million
and in-over thepublic
expected
transport
agree-
does notand contributes
about to
car-sharing
the protection
in Europe
of
they of
tons own 2
equivalent
COthem emissions sure
— at any by 2025,
a vehiclement
and period
increasingly
of 12 yearsprovide
from the
thesale
sameof level groundwater
of from
—athese
friendare
and
particularly
believed
even though
given moment theinPCF agreement iscongested
an urban for the urban
carbon
areas
credits
withand the mobility
sale of electricity
or convenienceimportant
while that
because
suchboth
a business
have caused
could be
purchase of 3.8the
environment, million
supplytons of reduction
strained roads and parking— regular car rentals are pricey
acute odorscalable,
problems very
forprofitable
surroundingand
of unused cars far exceeds car sharing could distribute and potentially locatedcommunities
drivers
With its second phase recently launched, the landfill project is expected to raise the efficiency of methane
recovery to 83% by 2012 compared to the 7% in 2003. eThekwini Municipality’s work helped to explore
the CDM pathway and prompted work on similar projects on the African continent in the near future.
WHAT’S NEXT?

New Innovation
Fuel-Efficient Driving in Real-Time
GPS software
RedIgnis autem that
facerro
provides
viderovitas
real-time
re feedback
voloreh endaepu
on driving
diones
efficiency
rerem.toEcto
saveconsequam
time and et
volori utwhile
money voloris
reducing
aut officit,
fuel emissions

GPS software
Zipcar’s that enables more
car-as-a-service efficient
offers Real-time,
Zipcars enable
on-route
city dwellers
information ecoRoute
Zipcar is the
software
world’sislargest
estimated
car
drivingand
cars based on data
trucks in from individual
specific urban to share cars,
facilitates smarter
increasing
(green) driving sharing
to increase
service
fuel proving
efficiency
thebeyond
cars-
driving habits and specific routes
areas for as little as thirty minutes utilization of each vehicle as-a-service
the 12% improvement
model when using
Users can track travel costs or
Collects and analyzes data on fuel con- traditional GPS systems
Rental
sumption,feelocal
includes all main-
gas prices, driving style, plan futureplan
Members trips
andto combine
find the most
mul- Over 2 million people live within a
number of stops, speed limits,for aand tiple auto
optimal route
tripstointo
reduce
one,fuel
reducing This translates
five-minute walktoofa decrease of
convenient and and
more, to calculate reliable
showservice
fuel carbon fuel consumption
emissions and save andmoney
emissions a Zipcar
at least 0.91 metric tons in car-
bon
As adioxide
footprint and performance in one easy- emissions per driver
to-read screen
result, 50,000 cars have
every year

EMPTY SEATS:
ECONOMIC DOWNTURN: OWNERSHIP FRUSTRATION:
TARGET FEW ALTERNATIVES:GREEN COMMITMENT:
People
The onlyglobal
2008 drive economic
their cars downturn
Owners must endure
Road high fixed
transport is by farCompared to car ownership,
the largest Founder commitment
Garmin’s ongoing Robin Chase heard
to
a fraction
along withofescalating
the overallconcerns
time about
costs to buy,transport
maintainemission
and in- sourcepublic
andtransport does not
the global about car-sharing
creating environmentally in Europe
conscious
theyenvironment
the own them —prompted sure a vehicleincrease
at any investigating and increasingly provide the
in passenger transport same level products
volume of fromminimal
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and believed
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how in anconserve
help drivers urban bothcongested
money urban areas increases
drastically with mobility orgas
greenhouse convenienceimpact
while throughout
that such their
a business could be
lifecycles
environment,
and fuel the supply strained roads and parking—
emissions regular car rentals are pricey scalable, very profitable and
drivers
EMPTY SEATS:
TECHNOLOGY: OWNERSHIP
IMPATIENT
FRUSTRATION:
CRITICS: FEW ALTERNATIVES:STIFF COMPETITION:
GREEN CAN BE GOLD:
An algorithm
People only drive
to handle
their cars
the wide range
Owners must Some
endurecritics
highcontend
fixed that
Compared
ecoRoute’s
to car ownership,
The presence
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of other
Robin
strong
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GPSheard
systems
a fraction
of data available
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was difficult
time — itcosts
had toto buy,“Less
maintain
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option
in- maypublic
cometransport
out with does not
poses a threat
abouttocar-sharing
user penetration
in Europe
of
they own
include data
them
like—driving
at anyhabits, number
sure a vehicle
of longer
and increasingly
routes instead of
provide
faster the
alterna-
same level Garmin
of products
from a friend
and services
and believed
given moment
stops, distance,inelevation
an urbanchanges, congested
traffic, urban
tives,areas
implying
withthat Garmin’s
mobility
ecoRoute
or convenience while that such a business could be
environment,
speed limits, weather
the supply
and more strained roads mayand
saveparking—
on gas, but not
regular
time car rentals are pricey scalable, very profitable and
drivers
EMPTYPROJECT:
PILOT SEATS: OWNERSHIP
EMPOWERMENT:
FRUSTRATION: FEW ALTERNATIVES:FREE UPGRADE:
GREEN CAN BE GOLD:
Initial research
People only drivein 2006
their cars
by University
Owners must Users
endure
eager
high
to fixed
reduce money
Compared
spenttoon
carfuel
ownership,
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Founder Robin
as a free
Chase
software
heard
of
a fraction
Michigan of students
the overallunder
time the same
costs to buy,can
maintain
access and
comprehensive
inpublic
driving
transport
data todoes not
upgrade allowed
about car-sharing
existing usersin Europe
to
they own
project name,
them“ecoRoute,”
— at any provided surean
a vehiclesee
and
how
increasingly
their habits impact
provide
travel
theexpenses
same level adopt
of thefrom
system
a friend
easily,and
making
believed
givenworking
early momentmodelin an urban
for the software
congested urban
and drivers
areas with
could makemobility
driving adjust-
or convenienceGarmin
while more
thatattractive
such a business
to bothcould
existing
be
ments
and accordingly
and potential
scalable,
buyers very profitable and
drivers
EMPTY SEATS:
SMARTER CAR DRIVERS: OWNERSHIP
GREENER
FRUSTRATION:
BRAND: FEW ALTERNATIVES:PERSONAL
GREEN
SAVINGS:
CAN BE GOLD:
Useful information,
People only drive their
such
cars
as the cost
software
highallowed
fixed Garmin
Comparedto to car ownership,
The money Founder
users save
Robin
onChase
fuel may
heard
now
a fraction
for a “one-way
of thetrip
overall
to the
time
office,”costs
helpsto buy,strengthen
maintain and
its brand
inamong
publicconsumers
transport does not
be allottedabout
to other
car-sharing
personalinneeds
Europe
they own them
subscribers see— travel
at any
costs to minimize
sure a vehicleconcerned
and increasingly
about driving
provide
greenertheand
same level of from a friend and believed
given moment
personal and business
in an urban
travel expenses
congested urban
savingareas
resources
with mobility or convenience while that such a business could be
drivers
Garmin is set to offer software that can collect data directly from individual cars, consolidating real-time
information from an on-board diagnostic system that connects customizable gauges and monitoring
utilities to the car’s GPS.
WHAT’S NEXT?

New Innovation
Eco-Friendly Mini-Factory for Food
A small capacity
yogurt viderovitas
factory builtretovoloreh
addressendaepu
malnourishment
diones rerem.
and Ecto
poverty
consequam
using et
volori ut voloris
sustainable localaut
resources
officit, nobitas
and a novel
ex exceatquam
business model

Grameencar-as-a-service
Zipcar’s Bank and GroupeoffersDanone The factory
Zipcars enable
uses
city
renewable
dwellers The factory
Zipcar is theproduces
world’s largest
22,000 car
cars and
have partnered
trucksto in develop
specific aurban
self- to share cars,
resources suchincreasing
as solar energy sharing daily,
pounds serviceenough
proving tothe
provide
cars-
areas for asenterprise
sustaining little as thirty
business
minutes utilization
and rainwater
of each
recycling
vehicle as-a-service
breakfast formodel
130,000 children;
that produces fortified yogurt for the successful pilot is live
nowwithin
being a
Rental fee includes all main- Yogurt is packaged
Members plan and combine
in biodegrad-
mul- Over 2 million people
the
tenance and gas costs for aonly
local community using scaled up
tiple cups
able auto made
trips into
fromone,
cornstarch
local resources
andand salesservice
and
convenient reliable fuel consumption and emissions Yogurt
a Zipcaris priced as low as $0.09
distribution capabilities in Bogra, per
As a2.1 ounce50,000
serving,cars
making
Bangladesh result, have it
affordable
been taken off the road people
to the poorest

EMPTY SEATS:
HIGH POVERTY: FEW ALTERNATIVES:MALNOURISHED
GREEN CAN BE GOLD:
CHILDREN:
People
The only
CEOs ofdrive
GrameentheirBank
cars in Bangla-
Owners must endure high
Bangladesh is fixed Compared
one of the to car ownership,
world’s poorest Founder Robin
54% of preschool-age Chase are
children heard
a fraction
desh of the overall
and Groupe Danonetime
in Francecosts
— Dr.to buy,countries
maintainwith
and inpublic
about 40% oftransport does not
the popula- aboutare
stunted, 56% car-sharing
underweightin Europe
and 17%
they own them
Muhammad — atand
Yunus sure a vehicletion
anyFranck Riboud andliving
increasingly providelevel
under the poverty the—same
many level are
of on thefrom
vergea of
friend and believed
starvation — many
given
— moment
joined effortsintoanmaximize
urban the positive
congested urban areas
on less thanwith
$3 per daymobility or conveniencealso while
sufferthat such
from a business
deficiencies ofcould be
vitamin
environment,
social and greentheimpact
supplyof their businesses
strained roads and parking— regular car rentals are pricey scalable,
A, iron, iodine very profitable and
and zinc
drivers
EMPTY
MILK SEATS:
SUPPLY: OWNERSHIP FRUSTRATION:
LACK FEW ALTERNATIVES:CHILDREN
OF INFRASTRUCTURE: GREEN CAN
DISLIKE BE GOLD:
PRODUCT:
People
The only drive
location their cars
of farmers in remoteOwners
areas must endure high
Danone’s fixed system,
distribution Compared to car ownership,
which Founder
The new yogurt RobinDoi”
“Shokti Chase heard
was
a fraction of
combined thethe
with overall timeof refriger-
absence costs to buy,employs
maintainrefrigerated
and in- trucks
publicand
transport
air- does not about
fortified with car-sharing
Vitamin incalcium,
A, iron, Europe
they own
ated them
trucks often—made
at anytransporting
sure a vehicleconditioned
and increasingly
warehousesprovide
commonthe in
same level zinc,
of protein from
anda friend and believed
iodine,but the first
giventomoment
milk in anprocessing
traditional urban factories
congested urban areas countries,
developed with mobility
was or convenience
not suitable while were
for samples that rejected
by children
environment, theand
time-consuming supply
impracticalstrained roads and parking—
Bangladesh regular car rentals are pricey
because itscalable, very profitable
was too runny and not and
of unused cars far exceeds car sharing could distribute and potentially locatedsweet
far enoughhave an beneficial impact on
drivers
EMPTY SEATS:
NEW
FRUSTRATION:
DISTRIBUTION MODEL:
FEW ALTERNATIVES:INVOLVEGREEN
THE CONSUMERS:
CAN BE GOLD:
Workingonly
People with
drive
the their
International
cars Coopera-
company
high uses
fixeddoor-to-door
Compared sales
to carby
ownership,
Danone experts
Founder improved
Robin Chase
yogurtheard
with
tive
a fraction
Alliance
of the
(ICA)overall
fromtime
Switzerland,
costs to buy,the
maintain
“Grameenand Ladies”–
inpublic
micro-entrepre-
transport does not
syrup made about
fromcar-sharing
locally grown
in Europe
date
they own Danone
Grameen them — atidentified
any an enzymesure a vehicleneurs
and increasingly
selling yogurt from
provide
the mini-factory
the same level palms,
of a traditional
from a friendsweetener,
and believed
and
giveninmoment
used Brazil which
in an urban
could preserve milk urban
congested to Bogra and
areas surrounding
with villages
mobility or conveniencerefined
while thethat
level
such
of sweetness
a businessbycould
using
be
environment,
during the required
the supply
transport timestrained roads and parking— regular car rentals are pricey
taste trialsscalable, very profitable and
drivers
EMPTY SEATS:
INTERNAL: OWNERSHIP
EMPLOYMENT
FRUSTRATION:
OPPORTUNITIES:
FEW ALTERNATIVES:IMPROVED
GREEN
NUTRITION:
CAN BE GOLD:
Exploiting
People onlythis
drive
new their
production,
cars supply
Owners must The
endure
company
high provides
fixed Compared
jobs to thetolocal
car ownership,
One container
Founder
of the
Robin
yogurt
Chase
provides
heard
and
a fraction
distribution
of the overall
model,time
Grameencosts
Danone
to buy,community
maintain and
— the
indoor-to-door
public transport
selling does not
30% of a about
child’scar-sharing
daily requirement
in Europe
of
they
has launched
own themnew — atproducts
any and doubledsure a vehiclemodel
and increasingly
employs about 500provide
women
the same
and level vitamins,
of from
iron, zinc
a friend
andand
iodine
believed
given
its annual
moment
salesinduring
an urban
its first three
congested
years urban
aboutareas
50 factory
with workersmobility or convenience while that such a business could be
drivers
have car-sharing
After the initial success
membersin Bogra,
outnumber
Grameen
individual
DanonecarFoods
owners
Ltd.inplans
majortocities
buildaround
50 mini-factories
the globe. The
by 2020,
firm is
also expanding
each with an annual
into different
productionmarkets
capacity
that
ofcould
3,000potentially
tons, thussupport
meetinga the
smallneeds
fleetofof150
Zipcars
million
—for
people.
example,
WHAT’S NEXT?

New Innovation
Farmer Field Schools in Rural Asia
Sustainable
RedIgnis autem
cotton
facerro
cultivation
viderovitas
that creates
re voloreh
a win-win-win
endaepu diones
for the
rerem.
private
Ectosector,
consequam
NGOs and
et
volorifarmers
rural ut voloris
through
aut officit,
in-country
nobitas
pilot
ex exceatquam
projects nia porecupid eos plaute molor

Use discovery-based
learning
offers(in- The program
Zipcars enabletrains
city dwellers
farmers on In Pakistani
Zipcar is thepilot
world’s
projects,
largestthe
car
cars and
stead of charitable
trucks in specific
donationsurban
or to share
how to use
cars,
chemicals
increasingand water in sharing service
average use of pesticides
proving the dropped
cars-
areas for asmeasures)
regulatory little as thirty
to persuade
minutes utilization
ways that are
of each
safervehicle
for people and as-a-service
48%, the usemodel
of fertilizers by
rural Indian and Pakistani farmers the environment and that improve 32% and water use bylive
40%
Rental fee includes all main- Members plan and combine mul- Over 2 million people within a
that using less water and pesti- a farmer’s financial return, in-
tenance and gas costs for a tiple auto trips into one, reducing At the samewalk
five-minute time,offarmers’
cide, more effectively,
and reliableimproves creasing the likelihood that these
convenient service fuel consumption and emissions a Zipcar increased by 87%
earnings
their bottom line practices gain wider acceptance

EMPTY
HIGH NOSEATS:
2
EMISSIONS: OWNERSHIP
WATER FRUSTRATION:
POLLUTION: FEW ALTERNATIVES:
WATER EFFICIENCY: GREEN
KEY CAN BE GOLD:
RESOURCES:
People
The only drive
inefficient their cars
overuse of Owners
The Indusmust endure
River high fixed
is threatened Compared
While 90%toofcar ownership,
water taken Founder
As cottonRobin
is oneChase heard
of IKEA’s
a fraction of
pesticides thefertilizers
and overall time costs
by to buy,and
pollution maintain and in-
intensive publicthe
from transport
Indus isdoes
usednot
in ag- aboutimportant
most car-sharing rawin materials
Europe
theyharmful
has own them — aton
effects anyboth sure a extraction
water vehicle and increasingly provide the
riculture, same
only 30% level of
actually from a friend
sourced from and believed
Pakistan and
given moment
people and the in an urban
environment congested urban areas with mobilitycrops
reaches or convenience
while water while that such
India, the acompany
businessiscould be
directly
environment, the supply strained roads and parking— regular car rentals
availability aredecline
is in rapid pricey scalable,by
affected verytheprofitable
problem and
drivers
EMPTY
LACK OFSEATS:
EXPERIENCE: OWNERSHIP
RESISTANCE
FRUSTRATION:
TO CHANGE:
FEW ALTERNATIVES:CHILD LABOR:
GREEN CAN BE GOLD:
As a profit-oriented
People only drive theircompany,
cars IKEA
Owners must It endure
is hard to
high
convince
fixed farmers
Compared
to change
to car ownership,
Responsible
Founder
companies
Robinhave
Chaseto heard
deal
a fraction
did not have
of the
theoverall
skills and
timeresources
costs to buy,their
maintain
practices,
and in-
since small-scale
public transport
growers
does not
with the additional
about car-sharing
problem inof Europe
child
they
of a non-profit
own them — organization,
at any which
sureare
a vehicleare
and
risk-averse
increasingly provide the same level labor,
of which from
is widespread
a friend andinbelieved
the
given moment
needed to copeinwith
an urban
social and infra-
congested urban areas with mobility or conveniencecotton-seed-producing
while that such a business
areas could be
environment,
structure challenges
drivers
EMPTY SEATS:
PILOT
FRUSTRATION:
PROJECTS: FEW ALTERNATIVES:CHILDREN’S
GREEN
RIGHTS:
CAN BE GOLD:
A partnership
People only drive
wastheir
founded
cars on IKEA’s
Ownersandmust Discovery-based
endure high fixed
learning
Compared
with farmers,
to car ownership,
Since 2005,Founder
IKEA’sRobin
SocialChase
Initiative
heard
a fraction
the WorldofWildlife
the overall
Fund’s
time
uniquecosts
compe-to buy,demonstration
maintain and in-
plots and
public
the success
transport
ofdoes not
has supported
aboutUNICEF’s
car-sharingchildren’s
in Europe
they own
tencies —them — at any of local
and involvement sure
farmer
a vehicleparticipating
and increasingly
farmers provided
provide the
inspiration
same level rights
of programsfrom ain
friend
Indiaand believed
— the aim is
given momentwas
organizations in ancrucial
urbanto be effective
congested urban
for thousands mobility or conveniencetowhile
areas within the region create athat
protective
such a environment
business could forbe
children inscalable,
more than very
1,847
profitable
villagesand
drivers
EMPTY SEATS:
ENVIRONMENT: OWNERSHIP FRUSTRATION:
HEALTH: FEW ALTERNATIVES:
FARMERS’ INCOME: GREEN CAN BE GOLD:
INTERNAL:
In Pakistani
People only drive
pilot projects,
their cars Decreasing
Owners mustpollution
endure high
and fixed Thanks to increasing
effi- Founder
With its involvement,
Robin Chase heard
IKEA
a fraction
the average of use
the of
overall
pesticides
time costs
bettertouse
buy,
ofmaintain
chemicalsand
have
in-a public transport
ciency and decreasing
does not
use of found
about car-sharing
a way to make in Europe
its
theydropped
has own them 48%,
— atthe
anyuse of sure a vehicle
positive effectand
on increasingly
the popula- provide thefarmers’
chemicals, same level
earnings
of from a friend
business sustainable
and believed
while
given moment
fertilizers has decreased
in an urban by congested
tion’s health
urban areas with mobility
have increased
or convenience
by 87% while that such athe
improving business
livelihood
could
and
be
environment,
32% and water theuse
supply
by 40% strained roads and parking— regular car rentals are pricey scalable,
health of very
farmers
profitable and
drivers
Both IKEA and World Wildlife Fund acknowledge that making lasting change will require persistence,
so they will continue the project in Pakistan and India. IKEA plans to extend this partnership to similar
projects in Poland, China, Sweden and the United Kingdom.
WHAT’S NEXT?

New Innovation
Vélib‘ Bicycle Rental Program
Private-public
RedIgnis autempartnership
facerro viderovitas
provides re
bikes
voloreh
anywhere
endaepu
in Paris
diones
to rerem.
reduce Ecto
the need
consequam
for et
volori ut vehicle
intracity voloris aut
travel

The Vélib’
program by theoffers
City Vélib‘ reduces
Zipcars enablethe
cityuse
dwellers
of cars for In the first
Zipcar is the
three
world’s
monthslargest
of car
cars
of Paris
andand
trucks
JCDecaux
in specific
provides
urban to share
short trips
cars,
inside
increasing
the city, thereby sharing service
operation in 2007proving
therethe
werecars-
areas
a bicycle-for-rent
for as little as
service
thirtythat
minutes
is utilization oftraffic
diminishing each vehicle
congestion, as-a-service
100,000 users
model
daily, reducing CO2
integrated into the city’s public noise pollution and air pollution emissions by 32,330
people tons annu- a
Rental fee includes all main- Members plan and combine mul- Over 2 million live within
transport system and offers
for a low ally — Paris will also generate an
tenance and gas costs tiple auto trips into one, reducing five-minute walk of
cost bicycle renting (free for the estimated €34M over the first 10
first half hour) at 1,451 stations years without any investment
across Paris As a result, 50,000 cars have

EMPTYCOMMITMENT:
CITY’S SEATS: OWNERSHIP
SIMILAR FRUSTRATION:
PROJECTS: FEW ALTERNATIVES:
LEADER’S VISION: GREEN CAN
HEAVY BE GOLD:
TRAFFIC:
PeopleMobility
Paris’s only drive their
Plan andcars Ownersprograms
Similar must endure
werehigh fixed Compared
The to car
initiative wasownership,
cham- Founder
Paris Robin
suffers Chase
from heard
daily traffic
a fraction
Climate of the
Plan overall
of 2007 time
aimed costs to buy,
successful in maintain and in-
Lyon, Barcelona, public transport
pioned does not
by Paris mayor, aboutand
jams car-sharing in Europe
city car use is still
theya 75%
for own them — at in
reduction any
green- sure a vehicle
Stockholm andand increasingly
other provide the
Bertrand same level
Delanoë, fromofthe from a friend
increasing and believed
— bicycles as
given moment
house in an urban
gas emissions by 2050 congestedcities
European urban areas with mobilitySocialist
French or convenience
Party while thateco-friendly
an such a business could be
alternative
environment,
from the supply
2004 levels strained roads and parking— regular car rentals are pricey scalable,more
became very popular
profitable and
drivers
EMPTY
LACK OFSEATS:
EXPERIENCE: OWNERSHIP&
VANDALISM FRUSTRATION:
THEFT: FEW ALTERNATIVES:
CUSTOMER NEGLECT: GREEN CAN
PRICING BE GOLD:
STRATEGY:
People
The cityonly drive
council didtheir cars
not have Ownersare
These must endure
common high fixed
set-backs Compared
Similar to carfaced
projects ownership,
high Founder Robin
Previous pricingChase heard
strategies
a fraction
the of thetooverall
experience time
implement costs
faced to
bybuy, maintain
public and in-
bike systems, public transport
maintenance anddoes not
replace- aboutresulted
often car-sharing in Europe
in decreas-
athey ownrenting
bicycle them —system
at anyand sure a were
which vehicle
theand increasingly
greatest prob- provide
ment the because
costs same level of of
riders fromavailability
ing a friend and believed
— low prices
given cities’
other moment in an
failed urban
attempts congested
lems faced urban areas with
by JCDecaux’s pilot mobility
public or convenience
bikes while
often neglected that such a business
encouraged riders to could
keep be
environment,
suggested highthe
risksupply strained as
projects roads
welland parking— regularfor
caring carthem
bikes very
for an profitable
entire and
day while
of unused cars far exceeds car sharing could distribute and potentially located far have prices
high an beneficial
decreasedimpact
use on
drivers
EMPTY SEATS:
PARTNERSHIP: OWNERSHIP FRUSTRATION:
REGISTRATION: FEW ALTERNATIVES:
DURABLE BIKES: GREEN CANMODEL:
BUSINESS BE GOLD:
Paris formed
People only drive
a public-private
their cars Vandalism
Owners must
problems
endure were
high fixed
ad- To increasetoendurance,
Compared car ownership, In order to
Founder Robin
encourage
Chase people
heard
a fraction ofwith
partnership the overall
JCDecaux,
time costs
dressed
to buy,
by making
maintain
registration
and inpublic
the bikes
transport
are madedoes
of not about
to make car-sharing
short rentals,
in Europe
a
they
an advertising
own themcompany
— at anythat sure a vehicle
with credit card
andmandatory,
increasingly provide the
unique, durable
sameparts,
level such
of from a friendcost-structure
progressive and believed
givenalready
had moment in an urbana
implemented congested
which transferred
urban areas
responsibility
with mobility
as solid rubber
or convenience
tires — they
while that suchwas
program a business
put in could be
environment,
similar projectthe
in Vienna
supply strained
for the bike
roads
to the
anduser
parking— regular
are alsocar
equipped
rentalswith
are pricey
a scalable,
place — only
verythe
profitable
first half-
and
locking system located far have an
hour is free
drivers
EMPTY SEATS:
CITY OF PARIS:
INTERNAL: GREEN CAN BE GOLD:
COMMUNITY:
By lowering
People only drive
autotheir
traffic,
cars JCDecaux
Owners must
invested
endure€80
highmillion
fixed JCDecaux expects
to Citizens and
Founder Robin
tourists
Chasegot
heard
a
a fraction
the program
of the
generated
overall time costs to buy,
upfront, will pay
maintain
operating
and in- generate
public transport
arounddoes
€60 not
million about car-sharing
cheap alternative to
inpublic
Europe
theyestimated
an own themreduction
— at any of sure aplus
costs vehicle
€3.4and
million
increasingly
annually provide the
annually in advertising
same level of from a friend and
transportation andbelieved
cars,
given moment
32,330 tons ofinCO emis-
an2urban congested
to Paris forurban
rightsareas
to advertis-
with mobility or convenience while
revenues thatat
and such
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sions annuallythe supply
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ing spaceroads
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and parking—
billboards regular car rentals are pricey scalable,cleaner
became very profitable
and less and
noisy
drivers
Vélib’ became the largest successful program of its kind in the world and serves as a good example
for other urban areas. Because of continuing high demand, Vélib’ will be extended to 29 towns on
outskirts of Paris.
WHAT’S NEXT?

Power
New Plastic® Flexible Solar Cells
Innovation
Off-grid solar
RedIgnis autem power solution
facerro with areflexible
viderovitas volorehform-factor that can
endaepu diones be customized
rerem. for a et
Ecto consequam
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volori of voloris
applications
aut officit, nobitas ex exceatquam nia porecupid eos plaute molor

RESULT
Flexible, car-as-a-service
Zipcar’s shapeable solar cells
offers Collects enable
Zipcars renewable
city energy
dwellersfrom Zipcar
Konarka’s
is the
Power
world’s
Plastic
largest
is car
madeand
cars of plastic
trucks instead of ceramic
in specific urban to share
the sun cars, increasing sharing
openingservice
new applications
proving thelike
cars-
areas for as little
High-speed, as thirty
low-cost minutes
production utilization of each vehicle as-a-service
stationary umbrellas
model that
Cost, toxicity and availability of
with continuous printing versus provide shade people
and power for
Rental fee includes all main-
batch processing starting materials
Members plan andiscombine
lower than
mul- Over 2 million live within a
personal electronics
tenance and gas costs for a tiple used
that auto trips
for silicon-based
into one, reducing
cells five-minute walk of
Form-factorand
convenient opens a range
reliable of new
service fuel consumption and emissions aSome
Zipcarcompanies are looking
uses from building structures to Production process uses lower
at this technology
50,000tocars
electronics to clothing create
temperature and is less energy As a result, have
construction materials
intensive been taken off the road

EMPTY SEATS:PUSH:
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ible solar cell materials strainedoff-grid
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Although thecontinue to enter and
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Konarka’s environments
technology as the
was modest, company
recent works towards
partnerships its goal to
are a strong
have car-sharing members outnumber individual car owners in major cities around the
indicator of future potential. In May 2009, Konarka and Arch Aluminum & Glass signed an agreement globe. The firmtois
also expanding into different markets that could potentially support a small fleet of Zipcars
develop and produce building-integrated photovoltaics — solar cells embedded into building materials! — for example,
WHAT’S NEXT?

New Innovation
Beyond Smart Meters to Smart Grids
Malta’s nationwide
smartviderovitas
grid will transform
re volorehhow
endaepu
the country
diones uses
rerem.
itsEcto
limited
consequam
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et
volori
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utcreate
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exrollout
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Zipcar’s
Malta hascar-as-a-service offers
used creative partnerships The smart
Zipcars enable
grid city
enables
dwellers
Malta’s About $100M
has already
largest
been
car
to address
cars dependency
and trucks on imported
in specific urban to shareto
utilities cars,
better
increasing
manage their sharing service
invested by the proving
Malta Water
the cars-
and
fossil fuels
areas and
for as energy
little intensive
as thirty minutes utilization of each vehicle
systems as-a-service
Power Utilities
model
desalination
Rental fee includes all main- By understanding
Members plan andwhere,
combinewhen
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Over 2 millionshould
peoplebe live
completed
within a
Brings
tenancetogether EUcosts
and gas funding,
for smart
a tiplehow
and autoelectricity
trips into and
one,water
reducing
are five-minute
by 2012 replacing
walk ofall 250,000
meters from and
convenient ENEL, software
reliable solu-
used, the island will
andidentify
emissions
loss a Zipcarelectricity meters with new
analog
tions from IBM, and new integrated points and reduce over-production smart electronic devices
network management from ABB As a result, 50,000 cars have

EMPTY SEATS: WASTE:
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water and power
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water and increasingly
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recent increases of fromfor
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years and began to
givenpower
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waste, urban as highcongested
ranging as 40 urban areas
in costs andwith mobilityabout
public awareness or convenience
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work that such
together a business
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momen-be
environment,
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70 percent around the world strained roads and parking—
complexity of solutionregular car rentals are pricey
added momentum scalable,
tum for the push intovery profitable
smart grids and
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Zipcar
The success
will continue
of majortosmart
entergrid
and demonstration
to grow in urbaninenvironments
places like Malta,
as the
Boulder
company(Colorado),
works towards
northern
its goal to
California
have car-sharing
and Hawaii
members
will beoutnumber
a major factor
individual
in increasing
car owners
the effectiveness
in major citiesofaround
the technologies
the globe. and
The systems
firm is
also
as well
expanding
as our understanding
into different ofmarkets
what itthat
willcould
take topotentially
significantly
support
improve
a small
the efficiency
fleet of Zipcars
of both
—for
power
example,
and
Zipcar
water use
nowandprovides
management.
its service to over 120 universities across the US.
WHAT’S NEXT?

New Dhabi’s
Abu Innovation
City-size Bet on Green
A plannedautem
RedIgnis city for
facerro
fifty thousand
viderovitas
residents
re voloreh
designed
endaepu
to diones
be carbon
rerem.
neutral
Ectoisconsequam
emerging as
et a
volori ut
global hubvoloris
for green
aut officit,
technology

The mandate
to be carbon offers
neutral New systems,
Zipcars enable processes,
city dwellers and $15 billion
Zipcar is the
willworld’s
be invested
largest car
cars emission
and and trucks free
in specific
combined urban to share cars,to
technologies increasing
reduce or re- sharing service
through 2020 towards
proving the
the cars-
areasimmense
with for as little
sovereign
as thirtywealth
minutes utilization
move environmental
of each vehicle
impact as-a-service
growth of themodel
renewable energy
and public-private partnerships have been developed (or are mul-
in market and other global
Rental fee includes all main- Members plan and combine Over 2 million people liveenergy
within a
are motivating
and gasinnovators
costs for afrom progress) across all aspects of solutions
tenance tiple auto trips into one, reducing five-minute walk of
around the world to setservice
up their city
fuel life — from transportation to
convenient and reliable consumption and emissions New,
a Zipcar
more efficient technologies
operations in Abu Dhabi’s carbon energy to building construction are emerging each year
neutral development project As a result, 50,000 cars have

EMPTYBUT
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Dhabi’s car ownership,
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Abu DhabiRobin Chase$15
committed heard
aoffraction of the
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oil; however, costs
has thetolargest
buy, maintain
per capitaand in-
carbon public transport
appointed CEO ofdoes not
Masdar about car-sharing
billion dollars to getinthe
Europe
Masdar
mostown
they them
reserves — at anyAbu
(including sure a vehicle
footprint in theand increasingly
world — radical provide thethe
recognized same level
city’s of
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Dhabi’s) in an urban
are forecasted to run congestedwould
solutions urbanbeareas
needed with mobility or convenience
petitiveness while
required a shift that such a business could be
environment, the-75
out in the next 50 supply
years strained roads and parking— regular
from car rentals
being are pricey
an oil exporter to scalable, very profitable and
of unused cars far exceeds car sharing could distribute andenergy
an exporter
potentially located far have an beneficial impact on
drivers
EMPTY SEATS:
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The city and itsendure
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would Compared
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Founder Robin
to theChase
extreme
heard
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of the overalland
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on thousands and in-
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little does
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achieving about car-sharing
environment, in Europe
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they own them
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workers and increasingly
and inhabitants, but less aprovide the and
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carbon of from a friend
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citizens mobility
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proved
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Masdar only
People drive their
is investing cars
in local Masdar partnered
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high
some
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Masdar
heard
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fractionandofinitiatives
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around costs
of theto
world’s
buy, maintain
best scientists,
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in 2010, abouttocar-sharing
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Bayer MaterialScience of from a friend
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ing a campus
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tax an beneficial
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rights on
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businesses Chase
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operations
a fraction towards
suppliers of the overall
cleaner
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into other
to buy,
green
maintain
areas including
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public with up todoes not planned
70 more about car-sharing
for 2010; in Europe
additionally, the World
they own them
solutions — aluminum
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carbon provide the same
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cleantech innovation
given moment
ducers created in
a product
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prizes worth 10 times more while that such
than similar eventsa business could
outside the UAEbeare
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andparking—
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to Masdar
of unused
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drivers
Masdar expects to contribute 7% of the energy needs of the Emirates by 2020 with new developments in
the renewable energy market to be valued at around $6-8 billion.
WHAT’S NEXT?

New Innovation
All-Electric Commercial Vehicles
The first commercial,
RedIgnis autem facerro zero-emission
viderovitas reelectric
volorehvan
endaepu
that is diones
“battery-agnostic”
rerem. Ecto consequam
has gained et
volori ut voloris
approval across aut
the officit,
European nobitas
Unionex exceatquam nia porecupid eos plaute molor

Zipcar’s within
Working car-as-a-service
the limits of offers
exist- The electric
Zipcars van has
enable cityzero carbon
dwellers Each e-van
Zipcar is theisworld’s
estimated
largest
to save
car
ing electric
cars vehiclein(EV)
and trucks technology,
specific urban emissions
to and isincreasing
share cars, virtually silent sharing
more than
service
9 tonsproving
of CO2the
percars-
year
Modec’s while also completely comparable in
areas forcommercial
as little asvan is purpose-
thirty minutes utilization of each vehicle as-a-service model
built for delivery vans used within a economy and performance to diesel Over 150 vehicles have been
Rental equivalents
defined fee includes all main-
radius Members plan and combine mul- Over
built since
2 million
production
people live
began
within
in a
tenance and gas costs for a tiple auto trips
Partnering into one,
with Navistar in reducing
the US five-minute
2007 and the walk
company
of expects
Its “future-proof”
convenient battery service
and reliable compart- fuel consumption and emissions a
toZipcar
ramp up to 400+ vehicles per
will enable Modec to significantly
ment allows Modec to use different
As a in
impact air quality and CO2 emissions year the future
batteries as technologies evolve result, 50,000 cars have
in urban areas in North America been taken off the road

EMPTY SEATS:
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Modec’s drive their
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Large must
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About Robin Chase
320,000 vans heard
are
a fraction
need of the overalltotime
for alternatives the costs to buy,
and many maintain
others and in-
in Europe and public
to transport
small doeswith
two-seaters not aboutannually
sold car-sharing
in theinUK,
Europe
they own them
combustion — at —
engine anyhe sureUS
the a vehicle and increasingly
have instituted fees to provide
low the—
ranges same
morelevel of
sizeable fromthe
and a friend
marketandis believed
growing
givenanmoment
was in an urban
early adopter of the congested
tax urban
emissions andareas with
encourage mobility require
vehicles or convenience while
much larger that such
rapidly duea business could be
to the increase
environment,
Prius, the supply
but wanted a 100% strained roads vehicles
zero-emission and parking— regular carwhich
batteries rentals
only arevans
pricey scalable,
in very profitable and
online shopping
of unused
electric cars far exceeds
vehicle car sharing could distribute and hold
can potentially located far have an beneficial impact on
drivers
EMPTY SEATS:
EVOLVING TECH: OWNERSHIP
LOW FRUSTRATION:
VOLUMES: FEW ALTERNATIVES:
WORKER RESISTANCE: GREEN AVAILABILITY:
PARTS CAN BE GOLD:
People only
Changing drive their
battery cars
technolo- Owners must
Commercial endure
vans high fixed
are generally Compared of
Managers to delivery
car ownership,
fleets Founder Robin
Securing Chase
sufficient heard
batteries
a fraction
gies of themake
and costs overall time
it very costs to buy,
produced maintain
in low volumesand
andin- publicresistant
were transporttodoes
majornot about
and car-sharing
appropriate in Europe
software
they owntothem
difficult freeze—the
at any
design surecosts
the a vehicle and designed
of newly increasingly
as- provide the
changes same level
in vehicles andofthe from a afriend
forced and believed
slow-down in pro-
given
of costmoment in ane-vehicles
competitive urban congested
sembly linesurban
haveareas
been awith
barrier mobility
new van’sorcompetitiveness
convenience while that suchinathe
duction business could be
first year
to roads and parking—
new breakthrough vehicles regular
vs. carvans
diesel rentals
wasare
metpricey
with scalable, very profitable and
of unused cars far exceeds car sharing could distribute and potentially located far
skepticism have an beneficial impact on
drivers
EMPTY SEATS:
MODULAR DESIGN: OWNERSHIP
LOWER COMPLEXITY:
LEAD CUSTOMERS: GREEN
NEW BUSINESS
CAN BE GOLD:
MODEL:
Purpose-designed
vanscars
allow A far simpler
Owners mustelectric
endure engine
high fixed Modec secured
Compared to carcustomers
ownership, Battery costs
Founder RobinareChase
not included
heard in
a fraction
for variousofcharging
the overall
options,
time costs
and drive
to buy,
components
maintain and
within- publiclarge
with transport
fleets does
of delivery
not about
the price
car-sharing
of the vehicle
in Europe
— they are
they ownthem
making them“future proof”
— at any sure a moving
fewer vehicle and
parts
increasingly
lowers provide the
vehicles including
same level
TESCO,of from a from
leased friendGEand
Capital,
believed
lowering
givenallowing
and momentuse in of
anevolv-
urban congested urban
production costs even
areasfor
with
small mobilityUPS,
FedEx, and others while
or convenience who upfront
that suchcosts and increasing
a business could be
environment,
ing battery capacities
the supply
and strainedproduction
volume roads and parking— regular from
benefit car rentals
the cost
areeffec-
pricey scalable,potential
market very profitable and
chemistries car sharing could distribute and potentially
tiveness and PRlocated
value far have an beneficial impact on
drivers
EMPTY SEATS:
INDUSTRY: OWNERSHIP FRUSTRATION:
CUSTOMERS: FEW ALTERNATIVES:
COST SAVINGS: GREEN
NEW MARKETS:
CAN BE GOLD:
The success
People only drive
of Modec’s
their cars Modec vans
Owners mustcanendure
travelhigh
up tofixed Customersto
Compared ofcar
fleet
ownership,
vehicles With strong
Founder Robin
demand
Chaseforheard
the van,
a fraction
e-vans in lead
of the
markets
overall time costs
100 miles
to buy,
at amaintain
top speedand
ofin-
50 public transport
benefit from no road
doestax,
not no about car-sharing
Modec has appointedin Europe
distribu-
they own them
stimulated the develop-
— at any sure acarrying
mph vehicle aand
load
increasingly
of two tons provide thelicense
operator’s same level
or road
of fromacross
tors a friend
Europe
and believed
including the
given of
ment moment
a moreinreliable
an urbanand congested
on one overnight
urban areas
chargewith mobility—orcosts
license convenience
for mainte-
while that such a business
Netherlands, Ireland,could
France,
be
environment,
advanced supplier
the supply
base for strained roads and parking— regularare
nance carlow
Spain andvery
Denmark
profitable and
of unused
electric vehicles
drivers
Modec recently entered into a JV with Navistar, the largest truck manufacturer in the US, to expand into
the North American market and to establish a more reliable funding base for ongoing R&D and electric
vehicle development.
WHAT’S NEXT?

New Innovation
Printing Process for Solar Cells
A revolutionary
RedIgnis autem solar
facerro
panel
viderovitas
technology
re voloreh
that delivers
endaepusignificant
diones rerem.
cost savings
Ecto consequam
relative to et
volori ut voloris
conventional thinaut
film
officit,
solarnobitas
panels ex exceatquam nia porecupid eos plaute molor

Breakthrough printing process
Zipcar’s car-as-a-service offers High material
Zipcars enableutilization
city dwellers
combined Nanosolar
Zipcar is the
hasworld’s
large scale
largest
produc-
car
for
carsthin-film solar
and trucks cells thaturban
in specific can to share
with low-energy
cars, increasing
processes dra- sharing
tion facilities
service
operating
provinginthe
Germany
cars-
replace
areas forexpensive vacuum
as little as deposi-
thirty minutes utilizationshorten
matically of eachpayback
vehicle periods as-a-service
(with 640 MW model
capacity) and in
tion and sputtering processes, for solar cells to less than a year California (with 430 MW
Rental feeinincludes
resulting all main-
very low-cost thin film Members plan and combine mul- Over 2 million people livecapacity)
within a
tenance and
solar panels gas costs for a tiple auto trips into one, reducing Nanosolar Utility
five-minute walk ofPanel™ cuts
the per watt cost of solar panels
Nano-particle technology allows to
Asas little as $1, 1/5 cars
the cost
solar panels to be “printed” simi- a result, 50,000 haveof
lar to a newspaper printing press silicon panels

EMPTY SEATS:
TACKLE THE ELEPHANT: OWNERSHIP
HIGH COSTS: FRUSTRATION: FEW ALTERNATIVES:
LEADERS’ VISION: GREEN CAN
DEMAND BE GOLD:
PULL:
Peoplewarming
Global only driveand
their cars
sustained Owners
The highmust
priceendure high
of silicon fixed
along ComparedMartin
Founders to car ownership,
Ros- Founder Robin
Spectacular Chaseisheard
growth seen
a fraction
oil prices ofof$70-90
the overall
pertime
barrel costs to buy,processes
with costly maintainlike
andsput-
cheisen and Briandoes not
Sager about
in car-sharing
thin-film in Europe
solar cells — its
theyraising
are own them — atfor
demand anyalter- sure a vehicle
tering and increasingly
and vacuum deposition provide the
started the same levelwith
company of from a friend
market share and believedto
is expected
given moment
native in an urban
energy solutions congested
make urban
it quite areas with
expensive to mobility
the visionorof
convenience
applying awhile that such
grow froma8%business
in 2008could
to be
environment, the supply strained silicon
produce roads and parking—
solar panels regular car rentalsaggressive
“technologically are pricey scalable,
20% very profitable and
in 2010
approach located
to solar far
power” have an beneficial impact on
drivers
EMPTY SEATS:
UNPROVEN TECHNOLOGY: OWNERSHIP
COSTLY ALTERNATIVE:
TECHNOLOGY: GREEN CAN
RAISING CAPITAL:
BE GOLD:
Nanosolar
People onlyneeds
drive to
their
provecarsto Solar power
Owners musthas
endure
been too
highcostly
fixed Thin-film solar
Compared to carcells
ownership,
face Materials-based
Founder Robin Chase
businesses
heard
a fraction ofthat
customers theits
overall
technol-
time costs
to be accepted
to buy, maintain
widely asand
an inpublic transport
technology challenges
does not
to about car-sharing
require a longer-than-average
in Europe
theyworks
ogy own them
as efficiently
— at anyand sure a vehicle
alternative — even
and increasingly
the cheapest provide thethe
overcome same
slowlevel
andofex- from for
time a friend
ROI, which
and believed
discour-
given
as reliably
moment
as traditional
in an urban congested
solar panelsurban
cost $3
areas
perwith
watt mobilityvacuum
pensive or convenience
processwhile
for that such
ages somea investors
business could be
environment,
silicon panels the supply strained
while coalroads
produces
and parking—
energy at $1 regular car rentals
semiconductor deposition
are pricey scalable, very profitable and
drivers
EMPTY SEATS:RATE:
CONVERSION OWNERSHIP
COST REDUCTION:
NEW TECHNIQUE: GREEN CAN FUNDING
AVAILABLE BE GOLD:
The USonly
People Dept.drive
of Energy
their cars
has Nanosolar
Owners mustcells
endure
use nohigh
silicon;
fixed Nanosolar to
Compared hascar
moved
ownership,
the Nanosolar
Founder Robin
has attracted
Chase heard
the
a fraction
verified thermal
of the overall
conversion
time costs
they also
to buy,
savemaintain
up to 40%and onin- public transportmodel
manufacturing does not
from about car-sharing
largest amount of venture
in Europe
they own them
efficiency of over—16%
at anyfor sure a vehicle
mounting andand
cabling
increasingly
materi- provide
one thatthe
looks
same
likelevel
semicon-
of from a friend
financing of any
andprivate
believed
given moment
individual in an urban
Nanosolar films, congested
als and labor
urban
compared
areas with
to mobilitywafer
ductor or convenience
productionwhile
to that such during
company a business
Q2 2006
could be
environment,
which is almost thedouble
supplythat strainedcells
silicon roads and parking— regular
one thatcar
looks
rentals
like printing
and duringvery
Q1profitable
2008 — total
and
of other
unused thin
cars
film
farsolar
exceeds
cells car sharing could distribute and potentially located far have
of $500M
drivers
EMPTY SEATS:
INDUSTRY STRUCTURE: OWNERSHIP
INDUSTRY CAPACITY:
FRUSTRATION: POWER
FEW ALTERNATIVES:
OUTPUT: GREEN
CUSTOMERS
CAN BE GOLD:
With equivalent
People only drivethermal
their cars Owners
Nanosolarmusthasendure
increased
high fixed Power
Compared
output
to car
ranges
ownership,
from Founder
Nanosolar Robin
Utility
Chase
Panel™
heardis
a fraction ofand
efficiencies the significantly
overall time costs
manufacturing
to buy, maintain
capacity
and
in in-
the 160W
public to
transport
220W, which
does not
is about
the first
car-sharing
solar panelincertified
Europe
they own
lower costs
them
than—silicon,
at any thin sure
US and
a vehicle
Europeandwith
increasingly
reported approximately
provide the same three
level
times
of from
by TÜVa friend
for a system
and believed
voltage
givensolar
film moment
producers
in an urban
will likely congested
solar cell costs
urbanofareas
$.36 per
withwatt more
mobility
poweror convenience
per panel thanwhile that
of 1500V,
such aorbusiness
50% higher
couldthan
be
environment,
increase their the
current
supply
20% strained
and panelroads
costsand
lessparking—
than $1 conventional
regular car rentals
thin-film
are pricey
panel scalable,
current standards
very profitable and
of unused
market share
cars far exceeds car
persharing
watt could distribute and potentially located far have an beneficial impact on
drivers
havepace
The car-sharing
of technology
membersimprovements
outnumberin individual
solar is likely
car owners
to continue
in major
to increase,
cities around
thus the
enabling
globe.aThe
significant
firm is
also expanding
increase in solar’s
intoshare
different
of total
markets
energythat
production
could potentially
and Nanosolar’s
supportpotential.
a small fleet of Zipcars —for example,
WHAT’S NEXT?

New Innovation
Brazilian Biodiversity for Cosmetics
Capturingautem
RedIgnis the essence
facerroofviderovitas
Natura’s commitment
re voloreh endaepu
to personal,
dionessocial
rerem.
andEcto
environmental
consequam et
volori ut voloris
well-being in cosmetics
aut officit,
sourced
nobitas
ethically
ex exceatquam
from the rainforest

Zipcar’s
Ekos linescar-as-a-service
of cosmetics focusoffers
on the Natura ensures
Zipcars enable city
thatdwellers
ingredients Sales of
Zipcar is the
the Ekos
world’s
linelargest
have grown
car
sustainable
cars use ofin
and trucks raw materials
are sustainably
cars, increasing
farmed and farm- sharing service
substantially toproving
becomethe onecars-
of
drawn for
areas fromasvalue
littlechain partnerships
as thirty minutes utilization
ers are fairly
of compensated
each vehicle as-a-service
Natura’s major
model
product lines,
in Brazil’s biodiverse rainforest enabling the firm to sustain 15- a
Rental fee includes all main- In addition,
Members plan
Ekosand
usescombine
packaging
mul- Over 2 million people live within
The concept 20% growth and a brand value to
tenance anduniquely tapsfor
gas costs intoa local tiple can
that autobetrips
easily
intorefilled
one, reducing
with five-minute walk of
and international more than 133% of sales
convenient and passions for Brazil,
reliable service fuel consumption
specially designedand refillemissions
solutions a Zipcar
its rain forest and sustainability

EMPTY SEATS:
LEADER’S VISION: OWNERSHIP
COMPANY FRUSTRATION:
CULTURE: FEW ALTERNATIVES:
DIFFERENT IS GOOD: GREEN CAN BE GOLD:
ACQUISITION:
People
“We onlyinclude
don’t drive their cars
environ- Owners
The must
entire endure high
organization fixed
pas- Compared toitcar
Recognizing ownership,
could not com- Founder
In Robin Chase
1999, Natura boughtheard
Flora
a fraction
ment in ourofstrategy,
the overall
it istime
our costs to buy,
sionately livesmaintain and in-
the company’s publicwith
pete transport does
the large not
budgets about car-sharing
Medicinal, in Europe
a company focused
they own them
strategy” and has — at anycon-
been sure a vehicle
principles thatand increasingly
include minimiz- provide
of the samecosmetics
multinational level of from
on thea use
friend and believed
of extracts from
given moment
sistently in an
since the urban
company congested
ing urban areas
environmental with
impact and mobility
firms, or convenience
Natura wanted towhile that such
natural a business
origin could be
as medicines or
environment,
was founded inthe supply
1969 strained roads
promoting and parking—
sustainability regular
be car and
distinct rentals
drawareonpricey
its scalable, very profitable
health-promoting agentsand
Brazilian roots located far have an beneficial impact on
drivers
EMPTY SEATS:
NATURAL ISN’T EASY: OWNERSHIP
RAPID FRUSTRATION:
GROWTH: FEW ALTERNATIVES:
WEAK SUPPLY CHAIN: GREEN CAN BEISSUES:
INTEGRATION GOLD:
People only
Difficult to bedrive
100%their cars
natural Owners
While must
rapid endureishigh
growth fixed
an objec- Compared
Needed to car ownership,
infrastructure and Founderprimarily
Natura Robin Chase heard
focused on
a fraction
given shelfoflife
therequirements
overall time costs
tive, ittoisbuy,
alsomaintain
difficult toand in-
achieve public transport
farming practicesdoes not
to support about car-sharing
organic growth andintheEurope
acqui-
theythe
and ownfact
them that—some
at any sure astaying
while vehicle carbon
and increasingly
neutral provide thesupply
sustained same from
level of
the from awas
sition friend
notand believed
as successful
given moment
cosmetics in andyes
like hair urbanand congested
and true tourban areasenviron-
the strong with mobility or
Amazon convenience
regions weren’twhile that
as such
had beena business
hoped could be
environment,
nail polish are the supply
inherently strained roads
mentally basedand parking—
culture regularincar
really rentals are pricey
place scalable, very profitable and
damaging car sharing could distribute and potentially located far have an beneficial impact on
drivers
SUSTAINABILTY
EMPTY SEATS: CHOICE SALES CONSULTANTS:
OWNERSHIP FRUSTRATION: PROJECTS & PARTNERS
FEW ALTERNATIVES: UNUSED ASSETS:
GREEN CAN BE GOLD:
R&D
Peopleand partners
only enabled
drive their cars With
Ownersovermust
1M active
enduresales
high fixed Funded
Compared development projects
to car ownership, Despite
Founderthe poorChase
Robin integration,
heard
the company
a fraction to launch
of the overall time consultants,
costs to buy,Natura uses
maintain strong
and in- and training
public in sustain-
transport does not Natura was able toinmake
about car-sharing Europe
Ekos and replace
they own them —mineral/
at any training/relationship programs
sure a vehicle and increasingly able production
provide the sameled to the
level of significant
from a frienduseand
of Flora’s
believed
petroleum/animal-based
given moment in an urban that enableurban
congested rapid customer
areas withfeed- establishment of certification
mobility or convenience while R&D initiatives
that such into Brazilian
a business could be
ingredients
environment, with
thesustainable
supply back androads
strained innovation support
and parking— guidelines
regular carto support
rentals arethe
pricey biodiversity
plant-based
of unused carsproducts
far exceeds car sharing could distribute needed supply located far
and potentially have an beneficial impact on
drivers
PROFITABLE GROWTH:
EMPTY SEATS: EMPLOYEES:
OWNERSHIP FRUSTRATION: VALUE CHAIN:
FEW ALTERNATIVES: INTERNAL:
GREEN CAN BE GOLD:
Ekos
Peoplehas enjoyed
only drive double-
their cars Natura
Ownersismust
now endure
one of the
highmost
fixed Supplier
Comparedpartnerships with
to car ownership, Natura
Founderhas oneChase
Robin of theheard
largest
digit growth,
a fraction strong
of the overall time desired
costs toplaces to work and
buy, maintain in the
in- numerous agricultural
public transport does not R&D
aboutoperations
car-sharingofinany South
Europe
profitability
they own them and—has won
at any region and wasand
sure a vehicle recently chosen
increasingly communities thatlevel
provide the same include
of American-based
from a friend and firm and
believed
many sustainability
given moment awards,
in an urban as one of the
congested bestareas
urban producers
with of reserves from
mobility or the sales while
convenience is a leading
that innovatorcould
such a business in be
availing it strong
environment, thebrand
supplyposi- leadership talent
strained roads andglobally
parking— of products
regular using their
car rentals are pricey products, sustainability
scalable, very and
profitable and
tion and leadership
of unused cars far exceeds car sharing could distribute ingredients
and potentially located far business models impact on
have an beneficial
drivers
Natura continues to expand the sustainable plant-based ingredients in its Ekos line and is gaining share
and scaling up across Latin America and Europe. It is also extending greenovations into other product lines
and customer segments.
WHAT’S NEXT?

New Innovation
Plant-based Plastics
More thanautem
RedIgnis 50% facerro
lower carbon
viderovitas
footprint
re voloreh
bioplastics
endaepu
made diones
from rerem.
corn sugar
Ectowith
consequam et
volori ut voloris
performance andaut
cost
officit,
comparable
nobitasto
extraditional
exceatquam plastics

NatureWorks’
Ingeo is theoffers
first These bioplastics
Zipcars enable cityaredwellers
produced The new
Zipcar is the
manufacturing
world’s largest
process
car
cars and trucks
commercially available
in specific
plastic
urban to share
using significantly
cars, increasing
less energy sharingcarbon
lowers servicedioxide
provingemissions
the cars-
areas for
made fromascorn
littlesugar
as thirty
— it minutes
is utilization
than traditional
of each
plastics
vehicleand as-a-service
by 60% and model
reduces energy
1/200th the cost of earlier have a wide variety of end-of-life needed by 35%
bio-plastics
tenance andand gas is competitive options, including recycling, com-
costs for a tiple auto trips into one, reducing Bioplastics also
five-minute walkhave
of the potential
with
convenient and reliabletraditional
petroleum-based posting and incinerating
to reduce landfill waste
plastics in terms of cost and
performance As a result, 50,000 cars have

EMPTY SEATS:
GROWTH FROM INNOVATION: OWNERSHIP FRUSTRATION:
EXPENSIVE INPUTS: FEW ALTERNATIVES:TECHNOLOGY
GREEN CAN BE GOLD:
PUSH:
People only
Changes drive
in the their
food cars including
industry Owners must endure
Higher high
and fixed
more Compared
volatile oil pricestohave
Corn plastics Robinaround
have been Chaseforheard
a fraction ofmargins
decreasing the overall time costs to buy,increased
in commodities maintainthe
andattractiveness
in- publicof transport
corn does not about
20 years but werecar-sharing in Europe
too expensive to
they own them
prompted —to
Cargill any for new sure
atlook areasa of
vehicleplastics
as an alternative the same level make
to petroleum- of — Patrick
from aGruber,
friend and believed
a Cargill chemist,
given moment
growth in an urban
for the company congested urban
— from trading basedareas with
plastics mobility or convenienceinvented
while athat
waysuch a business
to make couldmore
the plastics be
environment,
corn to makingthe supplyfrom it strained roads and parking—
plastics regular car rentals are pricey
efficientlyscalable,
at 1/200th very
theprofitable and
original cost
drivers
EMPTY
LACK OFSEATS:
EXPERIENCE: OWNERSHIP FRUSTRATION:
ESTABLISHED FEW ALTERNATIVES:LACK OF SUPPORT
STAKEHOLDERS: GREEN CAN BE GOLD:
SYSTEMS:
Peoplehad
Cargill onlythe
drive their carsand the
technology Owners
manu-must endure high
Recyclers fixed Compared
of petroleum-based to car ownership,
plastic Founder
Some disposal Robin
choices forChase
Ingeoheard
a fraction expertise
facturing of the overall time bioplastics
to produce costs to buy,bottles
maintainareand in- topublic
resistant transport does not
the commercializa- bioplasticsabout car-sharing
— recycling, in Europe
industrial
theylacked
but own them — at anyand experience
the network sure a vehicle
to tion andofincreasingly provide
bioplastics because theact
it can same
as alevel composting,
of from a friend and believed
incinerating — are
given the
bring moment in an
product to urban
the market congested urban areas with
contaminant mobility
when mixed or convenienceneither
with petroleum- while commercially
viable norcould be
environment, the supply strained roads andplastics
based parking— regular car rentals are pricey scalable,atvery
readily accessible profitable and
present
drivers
EMPTY SEATS:
FILLING
FRUSTRATION:
THE VOID: FEW ALTERNATIVES:NEW RESEARCH:
GREEN CAN BE GOLD:
Cargill formed
People only drive
a 50-50
their cars
joint venture
company
high instituted
fixed Compared
a buy-backto car
pro-ownership,
NatureWorks Founder Robin
has been ableChase heard
to pilot
a fraction
with TeijinofLimited
the overall
to form
timeNature-
costs to buy,gram
maintain
to collect
and in-post-consumer
public transport
bioplastics
does not about car-sharing
the use of hydrolysis in Europe
to chemically
they own them
Works — —expertise
Teijin’s at any on fibers,sure a vehiclefrom
andrecycling
increasingly
facilitiesprovide
and route
thethem
sameto level recycle
of its from a friend
bioplastics and believed
— successfully
givenand
films moment
plastics
in an
willurban
facilitate product
congested urban
the appropriate
areas with end-of-lifemobility
solution
or convenience
based commercializing
while that such thisamethod
businesswillcould
makebe
environment,
expansion andthe
its supply
global networkstrained
will helproads
on and
geographic
parking— locationregular car rentals are pricey scalable, very
the use of bioplastics profitable
a true and
cradle-to-
of unused cars
accelerate salesfar exceeds car sharing could distribute and potentially locatedcradle
far system have an beneficial impact on
drivers
EMPTY SEATS:
INTERNAL: OWNERSHIP
CUSTOMERS:
FRUSTRATION: FEW ALTERNATIVES:COMPETITORS:
GREEN CAN BE GOLD:
Due to expected
People only drivesales
theirgrowth
cars of Owners
10-20%must Customers
endure highsuch
fixed
as Walmart,
ComparedWildtoOats,
Other companies Robin
such Chase
as Mirel heard
and NEC
a fraction
in 2009, NatureWorks
of the overall time
has formed
costs
newto buy,KLM
maintain
Airlines,
and Marks
in- &public
Spencer
transport
and does not have formedabout car-sharing
partnerships in Europe
to produce and
they own them
partnerships in—South
at any
America and
surehas
a vehicleNewman’s
and increasingly
Own Organics
provide
havethe
started
same level commercialize
of frombioplastics
a friend andandbelieved
are now
given moment
doubled their manufacturing
in an urban capacity
congested
to urban
usingareas
bioplastics
with as cups,
mobility
bottles
ororconvenience
food while inthat
engaged such and
research a business could be
collaborative
environment,
300 million pounds
the supply strained roads
containers
and parking—
to boost their
regular
visibility
car rentals
in are pricey scalable,
efforts to achieve thevery
goalprofitable and
of zero waste
sustainability
distribute and potentially located far have an beneficial impact on
drivers
In July 2009, Cargill acquired full ownership of NatureWorks LLC. Cargill is now working with
several other companies to create the required separating and recycling infrastructure for a fully
recyclable product.
WHAT’S NEXT?

New
A Precise
Innovation
Water Delivery System
An irrigation
RedIgnis autem
method
facerro
that
viderovitas
reduces water
re voloreh
loss and
endaepu
use ofdiones
fertilizer
rerem.
in agriculture
Ecto consequam
by et
volori ut voloris
changing the wayaut
water
officit,
is applied
nobitasto
exthe
exceatquam
soil nia porecupid eos plaute molor

Drip irrigation
reduces theoffers
use This method
Zipcars enableincreases
city dwellers
the effi- Netafim,
Zipcar is the
whichworld’s
pioneered
largest
drip
car
cars
of water
and and
trucksfertilizer
in specific
employed
urban to share
ciency ofcars,
waterincreasing
use in agriculture, sharing service
irrigation in 1965,
proving
is nowthe
a global
cars-
areas
in farming
for asbylittle
allowing
as thirty
waterminutes
to utilization
allows for reuse
of eachofvehicle
recycled water, as-a-service
leader in irrigation
modelsolutions
drip slowly into the soil — a major decreases use of fertilizer and
Rental fee includes all main- Members plan and combine mul- The method
Over 2 millioncan
people
reduce
livewater
within a
improvement over sprayforora flood prevents soil erosion
tenance and gas costs tiple auto trips into one, reducing five-minute
use by 40%walkand of
increase mineral
irrigation which use much more
convenient and reliable service fuel consumption and emissions a Zipcar by 20% vs. conven-
efficiency
water than needed by the plants tional methods

EMPTY SEATS:
EUREKA MOMENT: OWNERSHIP FRUSTRATION:
DREAMS FEW ALTERNATIVES:WATER SHORTAGE:
OF HOMELAND: GREEN CAN BE GOLD:
People only
Simcha drive
Blass, their cars
an Israeli Owners must
water engineer, endure
Blass washigh
bornfixed Compared
and raised to car
in Poland butownership, Founder
The Hatzerim Robinone
Kibbutz, Chase heard
of the many
a fraction
saw of the overall
the potential of driptime costs
irrigation to buy,he
when, maintain
started and in-
developing public transport
inventions such asdoes not about
agricultural car-sharing
communities in settled
that Europe
they
by own them
chance, — atshowed
a farmer any him sure
a treea vehiclea wheat
and increasingly
planting machine provide the same level Israel,
and aqueducts of from they
realized a friend andnever
could believed
survive
givengrew
that moment in anofurban
because congested
a leaking pipe when urban areas
with the aimwith
of enablingmobility or convenienceonwhile
and improving that such
agriculture aloneainbusiness could
the desert andbe
environment,
other the supply
trees around it did not strained roads and parking—
farming in Israel regular car rentals are pricey scalable,
began searching forvery profitable
ways and
to diversify
drivers
EMPTY SEATS:
BUSINESS RESOURCES: OWNERSHIP FRUSTRATION:
MATERIAL LIMITATION: FEW ALTERNATIVES:OPENNESS: GREEN CAN BE GOLD:
Peopleand
Blass only
hisdrive
son their cars continued
Yeshayahu Ownerstomust Theendure high fixed
traditional Compared
components toirriga-
in drip car ownership,
Because theFounder Robindid
community Chase
notheard
a fraction
work of the overall
on developing thetime costsdrip
first modern to buy,tion
maintain andpipes,
were clay in- perforated
public transport
pipes ordoes not about car-sharing
prioritize protecting in Europe
its innovations
they own them
irrigation system— but
at any sure a vehicleporous
lacked the resources and increasingly
canvas hoses, butprovide
waterthe same level from
released of outsiders,
from atheir
friend and believed
technology
given
to moment in an
commercialize urban
their invention congested urban areas
through tinywith mobility
holes in these pipesorwere
conveniencewas
while
open that suchfrom
to rivals a business
all overcould be
environment, the supply strained roads andblocked
easily parking— regular car rentals are pricey
by tiny particles Israel andscalable,
the worldvery profitable and
drivers
EMPTY SEATS:
IMPROVING
FRUSTRATION:
TECHNOLOGY:
FEW ALTERNATIVES:BUSINESS
GREEN
MODEL:
CAN BE GOLD:
Blass partnered
People only drivewith
theira cars
kibbutz—anOwners
agri-mustTheendure
adventhigh
of modern
fixed Compared
plastics during
to car ownership,
By providing
Founder
a complete
Robinservice
Chase heard
cultural
a fraction
community
of the overall
withtime
manufacturing
costs to buy,and
maintain
after World
and in-War II public
made ittransport
possibledoes notfrom installation
about car-sharing
to maintenance,
in Europe
they own them
capabilities, experience
— at anyand networks—to
sure a vehicletoand
combine
increasingly
plastic tubing
provide
and emitters
the sametolevel focusing
of only
fromona friend
agriculture-related
and believed
givenNetafim
form momentand in antourban
bring the product
congested urban
makeareas
largerwith
and longermobility
passageways
or convenience
that business
while and
thatdemonstrating
such a businessfiscal
could be
environment,
to market the supply strained roads
could
andrelease
parking—
water slowly
responsibility,
scalable,
Netafim
very was
profitable
able toand
of unused cars far exceeds car sharing could distribute and potentially locatedgrow
far and have
lead their
an beneficial
market impact on
drivers
EMPTY SEATS:
COMMUNITY: OWNERSHIP
FOOD
FRUSTRATION:
AND WATER SUPPLY:
FEW ALTERNATIVES:GLOBAL PRESENCE:
GREEN CAN BE GOLD:
Netafimonly
People wasdrive
able their
to provide
cars income
Owners
and must Drip
endure
irrigation
high fixed
has taken
Compared
on an increased
to car ownership, Founder
Netafim has sales ofRobin Chasemillion
over $600 heard
a fraction
jobs to kibbutz
of theoroverall
community
time members
costs to buy,importance
maintain and throughout
inpublic
the world,
transport
par-does not aboutincar-sharing
and a presence 110 countriesinacross
Europe
they own them
including benefits
— atsuch
anyas healthsure
insur-
a vehicleticularly
and increasingly
in high-risk poverty
provideand
thedesert
same level five
of continents
from a friend and believed
given homes,
ance, momentcars in an
andurban
educationcongested
of their urban
areasareas
that need
with to increase
mobility
croporyield
convenience
and while that such a business could be
environment,
children even ifthe
they
supply
left the kibbutz
strained roadsto conserve
and parking—
scarce water
regular
supplies
car rentals are pricey scalable, very profitable and
drivers
Netafim has continued to expand globally with new projects including building the largest drip irrigation
system for sugar cane cultivation in Brazil and constructing another system in Peru for converting sugar
cane to ethanol.
WHAT’S NEXT?

Resource
New Usage Feedback System
Innovation
Communicating
RedIgnis personal
autem facerro usage patterns
viderovitas changes
re voloreh individual
endaepu dionesbehavior and improves
rerem. Ecto overall
consequam et
resource
volori utilization
ut voloris aut officit, nobitas ex exceatquam nia porecupid eos plaute molor
INNOVATION SUSTAINABILITY IMPACT

results
Zipcar’s
Real-timecar-as-a-service
monitoring andoffers
commu- Zipcars
Create awareness
enable cityofdwellers
individual 32% decrease
Zipcar in electricity
is the world’s largest use
car
cars
nication
andoftrucks
individual
in specific
energy urban
use to
andshare
community
cars, increasing
usage and wast- and 3%service
sharing decrease in water
proving theuse
cars-
areas
withinfor
Oberlin
as little
College
as thirty
buildings
minutes utilization
age of energy
of each
whilevehicle
modifying during competition
as-a-service model period
behavior to use resources more Follow-up student surveys
Rental
Combined
fee includes
with a college-wide
all main- Members plan and combine mul- Over 2 million people live within a
effectively indicate long-term
tenance
student and
competition
gas coststofor
publish
a tiple auto trips into one, reducing five-minute walk of benefits of
convenient
results and and
increase
reliable
motivation
service fuel consumption and emissions astudents
Zipcar continuing to manage
building resources carefully

EMPTY SEATS:
tackle FEW ALTERNATIVES:STAKEHOLDER
DEMAND:
People only drive
Demonstrate theirfor,
concern carsand protec-
Owners must
Overendure
90% ofhigh fixed resource
Oberlin’s Compareduseto car ownership,
occurs Founder
Oberlin attracts Robin Chase
a progressive heard
student
ation
of, Oberlin’s time
physical costs to buy,
environment maintain
inside and in-
buildings public transport doesbody
not that isabout car-sharing
passionate in Europe to
and committed
they ownits
through them
own—actions sure a vehicle and increasingly
at any and education provide the same levelinitiatives
of fromsupport
that a friendthe
andenvironment
believed
given moment in an urban congested urban areas with mobility or convenience while that such a business could be
drivers
EMPTY
NO FINANCIAL
SEATS:INCENTIVE: OWNERSHIP
UPFRONT
FRUSTRATION:
COSTS: FEW ALTERNATIVES:
TRAGEDY OF
GREEN
THECAN
COMMONS:
BE GOLD:
People
All dormonly
residents
drive their
pay cars
the same Owners
Room must Likeendure
other campuses,
high fixed Oberlin’s
Compared
buildings
to car ownership,
Traditional Founder
water or Robin
electricChase
meters heard
a&fraction
Board fees
of the
regardless
overall time
of resource
costs to buy,
weremaintain
built over
andanin-
extended
public
timetransport
with mostdoesreport
not usage about
for the
car-sharing
whole build-
in Europe
they
use —own
no individual
them — atfinancial
any incentive
sure a vehicle
buildings
and increasingly
10 years or older
provide
— retrofitting
the same leveling
of— individuals
from adid
friend
not and
feel believed
their
given
to reduce
moment
usagein an urban congestedinitiatives
urban areasor smart
with appliance
mobility
installations
or convenience
individual
while usage
that such
made a business
a differencecould
in be
wereand
too expensive
parking— regular car rentals arethe
pricey
big picture
drivers
CROSS-FUNCTIONAL
EMPTY SEATS: TEAM: OWNERSHIP
RESULTS-BASED
FRUSTRATION:
INVESTMENT:
FEW ALTERNATIVES:
EXISTING TECHNOLOGIES:
GREEN CAN BE GOLD:
Oberlin
People only
developed
drive their
and executed
cars the
Owners must
The endure
project high
usedfixed
a phasedCompared
approachtotocar ownership,
Technology Founder
for data acquisition,
Robin Chase heard
project
a fraction
withof internal
the overall
resources
time tocosts to buy,prove
maintain
and implement
and in- thepublic
concept;
transport
this doesprocessing
not and
about
displaying
car-sharing
wasin Europe
lower
they own
coststhem
using —research
at any done by sure a vehicle
attracted
and increasingly
investments fromprovide
the US
theEPA
same level
created
of by combining
from a friend
off-the-shelf
and believed
given moment
professors, in an urban
software and program congestedand DOE,
urban Ohio
areas Dept. of Development,
sensors,
whileinexpensive
that such wireless
a business
logging
could be
management
environment,by theITsupply
staff and students
strained roads
and USandGreen
parking—
Building Council
regular car rentals are
and
pricey
networking
scalable,
hardware
very profitable
with a web-
and
from
of unused
different
carsdisciplines
far exceeds car sharing could distribute and potentially located
based
far dashboard
drivers
CUSTOMERS:
EMPTY SEATS: PARTNERS:
OWNERSHIP FRUSTRATION: COMPETITORS:
The program
People is antheir
only drive example
cars of Oberlin The project
Owners must endure proved the concept
high fixed and to car ownership,
Compared In 2005, Oberlin
FounderwonRobin
a national
Chase heard
“walking-the-talk” of atime
a fraction of the overall sustainable enabled
costs to buy, investors
maintain and observers
and in- to use thedoesstudent
public transport not design competition
about car-sharing forinsus-
Europe
campus
they ownraising
them — awareness
at any of respon- technologies,
sure a vehicle programs and
and increasingly project
provide thelearn- tainability
same level of run by athe
from US EPA,
friend creating
and believed
sible
givenresource
momentuse with
in an students and
urban congesteding to roll-out
urban feedback systems
areas with mobilityinorother interest
convenience whileandthat
awareness of Oberlin’s
teachers, todaythe
environment, and tomorrow strained roads
supply settings
andacross the country
parking— commitment
regular car rentals are to sustainability
pricey scalable, very profitable and
drivers
AZipcar will continue study

post-competition to enter and to grow
concluded thatin urban
the environments
feedback as the substantial
system created company works towardsreductions
short-term its goal to
in resource use and had the potential to create long-term behavioral changes: tenants teach themselves The firm isto
also expanding into different markets that could potentially support a small fleet of Zipcars —
conserve energy, which can be an effective alternative to existing “smart building” control technology. for example,
WHAT’S NEXT?

New Innovation
Sustainable Agriculture
RedIgnis autem facerro viderovitas re voloreh endaepu dionesin Nigeria
Creating win-winaut
volori ut voloris value chains:
officit, Prosperity
nobitas for farmers
ex exceatquam nia and profitseos
porecupid for plaute
shareholders
molor

Olam hascar-as-a-service
Zipcar’s integrated banks, offers
input Zipcarsfirms
Private enable city sustainable
provide dwellers Since 2006,
Zipcar is the farmers
world’s largest
engaged caras
cars and trucks
suppliers, and donors
in specific
into urban
an support
to sharetocars,
smallincreasing
scale farmers and sharing service
growers for Olamproving
have seen
the cars-
yields
areas supply
input for as little
chainasthat
thirty
simulta-
minutes ensure market
utilization forcesvehicle
of each are respected. as-a-service
rise from 1.7 model
to 4.7 tons of rice
neously Donors continue to play a critical role
Rental fee includes all main- and
increases the quality paddy
Over 2 per hectare of land
Members plan
in supporting and combine
farmers mul-
during their million people live within a
volume
tenance of rice paddy
and gas costssupply
for a while tiple auto trips into one, reducing
adoption of more modern inputs and After the first
five-minute walk
twoofyears of
improving the prosperity and
practices. and emissions
This coordinated intra- a Zipcar debt financing, farmers
external
food-security of small-scale are
As aable to self-finance
farmers in Nigeria preneurial approach supports rapid result, 50,000 carsoperations
have
expansion of the model been taken off the road

EMPTYSECURITY:
FOOD SEATS: OWNERSHIP FRUSTRATION:
MAKING MARKETS: FEW ALTERNATIVES:ENVIRONMENTAL
GREEN CAN BE GOLD:
AWARENESS
People
A globalonly
fooddrive their cars
shortage beginningOwners
in must endure
Olam high fixed
recognized Compared
the growing demand tofor
car ownership,
IncreasingFounder Robin by
rice production Chase heard
expanding
a fraction
2007 of rapid
led to the overall timein commodity
increases costs to buy,high
maintain
qualityand in- ricepublic
imported transport
in Nigeria — does not traditionalabout
farming car-sharing in Europe
practices promotes
they own
food them
prices sure a vehicletransitioning
— at any food producers
— commercial and increasingly providevarietals
farmers to modern the sameand level deforestation
of fromand a friend and believed
adds substantial land
givenopportunities
saw moment in antourban congested
profit because of urban areas
practices withallow themobility
would companyortoconvenience
offer while costs.
clearing that such a business
In contrast, Olamcould be
supports
environment,
increasing the supply
demand strained
and increasing com- roads and parking—
domestic alternatives to regular
importedcarricerentals are pricey
sustainablescalable, very profitable
yield increases and land
from existing
of unused
modity cars far exceeds
prices car sharing could distribute and potentially locatedunder far cultivation
drivers
ENABLING
EMPTY SEATS:
ENVIRONMENT: OWNERSHIP FARMER
FRUSTRATION:
COORDINATION: FEW ALTERNATIVES:UNBANKED GREEN
POPULATION:
CAN BE GOLD:
People only drive ranks
Nigeria constantly their as
cars Owners
one of the more must endure
The high
average fixedin Nigeria
farmer Compared to car ownership,
controls Only a smallFounder Robin
percentage ofChase heard
rice farmers
acorrupt
countries time but successful
in the world, costs to buy,less
maintain and inof land,
than 1 hectare public transport does not
requiring about car-sharing
currently engaged in Olam’s out in Europe
grower
they own them
coordination — at
across theany
supply chainsure a vehiclemassive
requires and increasingly provide
coordination efforts the same level program
to aggregate of from
had a friend
a bank and before
account believed
the
given moment in and
both transparency an urban
rapid return congested
on urban areas with
commercial mobility
volumes of paddy or convenienceprogram
consistently while began,
but bank accounts could
are be
the key
environment, theparticipants
investment for all supply strained roads and parking— regular car rentals are pricey
to efficientscalable, verypayment
lending and profitable and
systems
drivers
MAJOR SEATS:
EMPTY DOMESTIC DEMAND: OWNERSHIP BANKS
FRUSTRATION:
SEEK EXPANDED FEWBASE:
ALTERNATIVES:CREATIVEGREEN DONOR: CAN BE GOLD:
People only drive
Nigeria imports their
much carsrice that
of the Owners
is must endure
Banks high fixed
in Nigeria Compared
are seeking to car ownership,
to expand Foundersustainable
USAID embraced Robin Chase heard
private sector
adomestically
fraction of consumed
the overall—time costs to buy,their
in general, maintain and base,
customer in- especially
public transport
into rural does not about car-sharing
driven development: in 2007, in
theEurope
USAID
they own
rice has them a—staple
become sure
at anyin the diet of all a vehicle and—
areas increasingly provideremain
while average deposits the same
verylevel MARKETS
of from a friend
program wasand believed
launched to
given moment
Nigerians, in an urban
and growing middle classcongested
and urban areas
low, rural with
entrepreneurs mobility or conveniencesupport
are an attractive while integrating
that suchsmall-scale
a business farmers
could beinto
environment,
urban populationstheare
demanding higher and parking—
segment regular car rentals are pricey
for banks to serve commercialscalable, very profitable and
value chains
of unused
quality rice cars far exceeds car sharing could distribute and potentially located far have an beneficial impact on
drivers
INCREASED
EMPTY SEATS:YIELDS: OWNERSHIP INCREASED
FRUSTRATION: PROFITS:FEW ALTERNATIVES:FARMER GREEN SUSTAINABILITY:
CAN BE GOLD:
People only drive
Yields among their cars
participating farmersOwners
have must endure
Profits high fixed farmers
to participating Comparedhavetomore
car ownership,
Farmers whoFounder
reserveRobin Chase heard
the increased profits from
anearly
fraction of the
tripled, overall the
increasing timevolumecosts
of to buy,than
maintain andmaking
doubled, in- small-scale
public transport
farmingdoes not
the sale ofabout
paddycar-sharing in Europe
can self-finance their seed
paddyown
they them without
produced — at anyclearing additional
sure a vehiclea viable
business and leading the same level and
to rapid of input purchasing
from a friend andsecond
in the believed
year —
land —moment
given increasedinproduction
an urban densitycongested
also urban areasfrom
expansion withfast-following
mobility or convenienceincreased
farmers while wealth
is primarily could
spent be
in rural
eases collectionthe
environment, supply
logistics and costs strained roads
whoandseeparking—
tangible rewardsregular car rentals are pricey
from current scalable,
areas in local economyvery profitable and
of unused cars far exceeds car sharing could distribute
participants and potentially located far have an beneficial impact on
drivers
Olam’swill
Zipcar success
continue
in rice
toisenter
raising
andinterest
to growamong
in urban
other
environments
rice processors
as thetocompany
engage inworks
similar
towards
farmerits
support
goal to
have car-sharing
systems. Additionally,
members Olamoutnumber
is pursuingindividual
related activities
car ownersin other
in major
commodity
cities around
valuethe
chains,
globe.
including
The firm is
also expanding
sesame and cocoa.
into different markets that could potentially support a small fleet of Zipcars —for example,
WHAT’S NEXT?

New Innovation
Extremely Rugged Low Power Laptop
One Laptop
RedIgnis autem
Per facerro
Child has
viderovitas
brought energy
re voloreh
demands
endaepu
down
diones
to 2-3
rerem.
watts,
Ecto
enabling
consequam
a wideet
volori ut
range of voloris
human aut
andofficit,
off-grid
nobitas
powerexsources

One Laptop
Per Child (OLPC) offershas With power
Zipcars enable
requirements
city dwellers
of less Every child
Zipcar is the
inworld’s
Uruguaylargest
primarycar
cars and trucks
designed, produced
in specific
and delivered
urban to share
than 1/10cars,
thanincreasing
that required by sharing now
schools service
hasproving
an XO laptop,
the cars-
areas1.3
over formillion
as little
XOaslaptops
thirty minutes
for utilization of each
conventional laptops,
vehicle
off-grid as-a-service
Peru and Rwanda
modelare close behind,
under
Rental fee includes all main- less
$200 each that require renewable and human powermul- pushing
Over 2 million countries
other and com-a
Members plan and combine people live within
than 2 watts of power for a
edu- sources such as solar panels and panies to comparable solutions
tenance and gas costs for tiple auto trips into one, reducing five-minute walk of
cational purposes in developing human powered cranks can be
countries used to run these computers

EMPTY SEATS: MISSION:
EDUCATIONAL OWNERSHIP FRUSTRATION:
LEADER’S VISION: FEW ALTERNATIVES:GOVERNMENT
GREENSUPPORT:
CAN BE GOLD:
People only
“Create drive their
educational cars
opportunitiesOwners
for mustThe endure highoffixed
passion Compared
the designer, to car ownership,
Nicholas Leaders inFounder Robinareas
less developed Chaseareheard
a fraction
the world’sofpoorest
the overall time providing
children, costs to buy,Negroponte,
maintain andMIT in- and its
public transport
Media Lab, anddoes not
focused onabout car-sharing
education in Europe
as the main
they own
each with them
rugged,— at any low-power
low-cost, sure a vehicleofand
theincreasingly provide the
OLPC Institute President andsame
COOlevel platform
of tofrom a friend
improve and believed
opportunity and
given moment
connected in an
laptops urban
with congested urban
content and Chuckareas
Kanewith mobility
have all been majorordrivers
conveniencequality
whileof life
thatand
such a business
local educatorscould
are be
environment,
software the supply
designed strained
for collaborative, joyful,roads
forand
the parking—
project regular car rentals are pricey
beginning scalable,
to embrace very profitable and
technology
of unused cars far
self-empowered exceeds
learning” car sharing could distribute and potentially located far have an beneficial impact on
drivers
EMPTY SEATS:
SCARCE RESOURCES: OWNERSHIP
LIVING
FRUSTRATION:
OFF-GRID: FEW ALTERNATIVES:STATUS QUO:
GREEN CAN BE GOLD:
The same
People onlychildren
drive their
andcars
communities
samehigh
children
fixedandCompared
communitiesto car
that
ownership,
Some teachers
Founder
refused
RobintoChase
use theheard
a fraction
that are soofinthe
need
overall
of education
time costs
also to buy,domaintain
not haveand
adequate
in- education
public transport
also dodoes not
laptops asabout
an educational
car-sharingtool
in because
Europe
they own
have majorthem
needs— atfor
anyadequatesure
food,a vehiclenot
andhave
increasingly
access to power
provide
gridsthe
andsame
otherlevel they
of werefromunfamiliar
a friend
with
andcomputers
believed and
given moment
water and health in an
care,
urbanand havecongested
very urban
resources
areaswhile
with low-cost
mobility
laptopsorstill
conveniencethewhile
internet
that such a business could be
environment,
limited resources
the supply strained roadsrequire
and parking—
20-40 watts ofregular
powercar rentals are pricey scalable, very profitable and
drivers
EMPTY SEATS: PARTNERS: OWNERSHIP

PUBLIC-PRIVATE LOW
FRUSTRATION:
COST CHILD-UPFEW
DESIGN:
ALTERNATIVES:LOW POWER
GREEN
SOLUTIONS
CAN BE GOLD:
In addition
People onlytodrive
the partners
their carsrequired
Owners
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cost high
and low
fixed
power
Compared
design plus
to car
an ownership,
Designed Founder
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less than
Chase
2 watts
heard of
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produce of the
rollout
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XO laptop,
costs
OLPC
to buy,extremely
maintain and
low cost
in- supply
public
chain
transport
met does not power andabout
enabled
car-sharing
for multiple
in Europe
power
they own
used partnerships
them — attoany develop innovative
sure a vehiclelow
and
cost
increasingly
targets — child-up
provide the same
rather than level sources
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from
charging
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given moment
power solutionsinincluding
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congested urban areasdesign
with philosophy drove
mobility user
or convenience has become
while thesuch
that focus of a widecould
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environment,
yo-yo and solar thecells
excitement
and parking— regular car rentals are pricey
off-grid power
scalable,
solutions
very profitable and
drivers
EMPTY SEATS:
LAPTOP INDUSTRY: OWNERSHIP
CHILDREN
FRUSTRATION:
AND EDUCATORS:
FEW ALTERNATIVES:NATIONS:GREEN CAN BE GOLD:
By proving
People only the
drivefeasibility
their carsand demand
XOs,high
theirfixed
educational
Compared
software
to car
andownership,
National leaders
FounderinRobin
countries
Chasesuch
heard
as
a fraction
for a low cost
of theeducational
overall timelaptop,
costs
OLPC
to buy,meshing
maintaincapability
and in- havepublic
beentransport
very suc-does not
Rwanda, Uruguay,
about car-sharing
and Peruinhave
Europe
em-
theypushed
has own them the—laptop
at anyindustrysure
in new
a vehiclecessful
and increasingly
and have been embraced
provide thebysame
bothlevel braced
of OLPC
fromasaafriend
win-win
andnation-
believedand
given moment
directions andinhas
anraised
urban manufac-
congested urban
children
areas
andwith
teachers as
mobility
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or conveniencecommunity-building
while that such a tool,
business
as have
could
thebe
environment,
turers’ awareness
the supply
of the needsstrained
of roads
learning
and parking—
tool regular car rentals are pricey
World Bankscalable,
and other
veryNGOs
profitable and
of unused cars
developing countries
far exceeds car sharing could distribute and potentially located far have an beneficial impact on
drivers
With over
Zipcar will1.3
continue
milliontolaptops
enter and
distributed
to grow in Rwanda,
urban environments
Nigeria, Srias
Lanka,
the company
Uruguay,works
Peru and
towards
otherits goal to
have car-sharing
countries, OLPC ismembers
looking to
outnumber
scale up toindividual
50 Million
carXOs
owners
so that
in major
other cities
playersaround
will enter
the globe.
this market.
The firm is
also expanding
Newer versionsinto
of the
different
XO aremarkets
intendedthat
to reach
couldthe
potentially
elusive goal
support
of $75-100
a smallprice
fleet and
of Zipcars
1 watt —offor
power
example,
Zipcar
consumption
now provides
per device.
its service to over 120 universities across the US.
WHAT’S NEXT?

New Innovation
Standardized LED Systems for Cars
A simple,autem
RedIgnis “plug and
facerro
play,”
viderovitas
solution for
re voloreh
vehiclesendaepu
that enables
diones
instant
rerem.efficiency
Ecto consequam
gains from
et
volorilighting
LED ut voloris
andaut
canofficit,
be easily
nobitas
customized
ex exceatquam
to meet nia
userporecupid
needs eos plaute molor

A standardized
approach offers
to LED Uses 85%
Zipcars enable
less city
energy
dwellers
than With over
Zipcar is the
1 million
world’sunits
largest
sold,car
the
cars andfor
lighting trucks
the auto
in specific
industry
urban to share cars,
standard automotive
increasing
lighting, sharing service
product family has
proving
seen the
expo-
cars-
areas for as little as thirty minutes utilization
and lasts the
of each
life ofvehicle
the vehicle as-a-service
nential growthmodel
since its launch in
The JOULETM product family is an
2006. A vehicle’s totallive
carbon out-
easy
Rental
tofee
integrate,
includeslow
all cost
main-lighting The efficiency
Members plan gains
and combine
and the mul- Over 2 million people within a
put can be reduced by 1-2% thanks
solution
tenance and
thatgas
fits costs
withinfor
existing
a tiple auto trips
associated fuel into
savings
one,allow
to the improved fuel economy
vehicle
convenient
systems
and reliable service fuel system
the consumption
to pay and
for itself
emissions
in a Zipcar
less than three years As a result, 50,000 cars have

EMPTY SEATS:PUSH:
REGULATORY OWNERSHIP FRUSTRATION:
MARKET PULL: FEW ALTERNATIVES:TECHNOLOGY
GREEN CAN BE GOLD:
ADVANCEMENT:
People
New only drive
emissions their carspush the
standards Owners
devel-mustStudies
endureindicated
high fixedthatCompared
LED-powered to car ownership, Founder
The material Robinand
chemistry Chase
LEDheard
technol-
a fractionofofenergy
opment the overall time
saving costs toAbuy,daytime
technologies. maintainrunning
and in- lightspublic transport
can be 75% more does not about car-sharing
ogy are developing in Europe
rapidly. The amount
they own them
European Union—(EU)at any sure a vehicleefficient
mandate requiring and increasingly provide
than the standard the same level of light that
versions from a friend
come out ofand
an believed
LED is twice
given
all moment
vehicles soldinthere
an urban congested urban
to have daytime areasinterest
increased with by OEMs mobility or convenienceorwhile
motivated that such
three times moreathan
business
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yearsbe
ago
environment,
running lampstheby supply
2011 strained roads andsystem
light parking— regulartocar
manufacturers rentals
invest in are pricey
at the samescalable,
power very profitable and
consumption
LED R&Ddistribute and potentially located far have an beneficial impact on
drivers
EMPTYSYSTEM
TOTAL SEATS: COSTS: OWNERSHIP FRUSTRATION:GAINS:
PERFORMANCE FEW ALTERNATIVES:CHANGE PREFERENCE:
GREEN CAN BE GOLD:
People
The only drive
average pricetheir cars
of LED systemsOwners
was mustMigrating
endure high
LEDfixed Compared
technology to car ownership,
past brake Founder
Car companies Robin
already Chase heard
understood the
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too of the overall
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they were costs to buy,lamps
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required public
dramatic transport
gains in outputdoes not
benefits ofabout
LEDs,car-sharing in Europe
but they still associ-
they own them
engineered — at and
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company with mobility
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convenienceand
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them could be
from replacing
environment,
an the supplyto older strained
attractive alternative solutionsroads
be and parking—
required regular car rentals are pricey scalable,
the preferred very profitable and
old technologies
drivers
EMPTY
NEW TECHNOLOGY:
SEATS: OWNERSHIP
SUPPORT
FRUSTRATION:
TEAM &STRUCTURE:
FEW ALTERNATIVES:REGULATORY
GREEN
REQUIREMENTS:
CAN BE GOLD:
The JOULE
People only system
drive their
by OSRAM
cars allows
Owners mustBesides
endurethe
high
corporate-wide
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to car ownership,
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Founder
environmental
Robin Chasecome
heard
a fraction
total flexibility
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design,time
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costs to buy,ration,
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aspecttransport
has beendoes notinto effect,about
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car-sharing
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theypackage.
ized own themThe package
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andthe
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and believed
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an urban
complexity and cost urban
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team with
to take the light
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greater. suchare an enabler
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could
environment,
of a custom LED theassembly
teach
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parking— how
regular
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carthem
rentals
in are pricey
meeting these
scalable,
requirements
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applications
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EMPTY SEATS:
ENVIRONMENT: OWNERSHIP COMPANY:
FRUSTRATION: FEW ALTERNATIVES:INDUSTRY: GREEN CAN BE GOLD:
People onlyJOULE
OSRAM’s drive their
systemcarsuses 85%
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endureishigh
on afixed
trajectory
Compared
for dramatic
to car ownership,
LEDs nowFounder
dominate Robin
the tail
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andheard
center-
a fraction
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transport
Efficiencydoes notmounted brake
aboutlight
car-sharing
marketsinwith
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a
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system themtranslates
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sure a vehiclegains
and increasingly
will move LED lighting
providefrom
the same
signallevel market
of share
fromofa50%
friendand
andabelieved
July 2009
given
in totalmoment
carbon in an urban
output by 1-2% incongested
the case urban
applications
areas with
to the predominant
mobility ortechnol-
convenienceFrost
while& Sullivan
that such
forecast
a business
estimates
couldthat
be
of an all-LED lighting system strained roads ogyand
forparking—
headlamps andregular
forwardcarlighting.
rentals are pricey
number will
scalable,
jump tovery
80%profitable
by 2015and
drivers
have car-sharing
With the newest product
members in outnumber
the JOULE platform
individualthe
carJFL2,
owners
OSRAM
in major
aims
cities
at the
around
growing
the globe.
LED headlight
The firm is
also expanding
market which isinto
expected
different
to reach
markets
26%that
of the
could
market
potentially
by 2015
support a small fleet of Zipcars —for example,
WHAT’S NEXT?

New Innovation
Common Threads Initiative
Design and
RedIgnis autem
manufacturing
facerro viderovitas
processes
re can
voloreh
include
endaepu
a viable
diones
zero-waste
rerem. production
Ecto consequam
and et
volori ut voloris
recycling processautforofficit,
clothingnobitas ex exceatquam nia porecupid eos plaute molor

Thoughtful garment design offers
enabled Recycledenable
Zipcars polyester
city requires
dwellers less On average,
Zipcar is the the
world’s
process
largest
reduces
car
Patagonia
cars to create
and trucks in aspecific
“closed-loop”
urban to sharetocars,
energy produce,
increasing
resulting in sharinguse
energy service
by 76%
proving
and the
CO2cars-
processfor
areas that
asensures
little asworn-out
thirty minutes utilization
lower costsofand
each
carbon
vehicle
emissions as-a-service
emissions bymodel
42%
clothing is fully recyclable into new versus the traditional petroleum-
Rental feewhereas
garments, includesmostall main-
performance Members plan and combine mul- To date,
Over 2 million
Patagonia’s
peopleCommon
live within a
based production process
clothing can be made from forrecycled
a tiple auto trips into one, reducing five-minute
Threads program
walk of
has saved over
convenient and reliable service
material, but cannot be reused in The consumption
fuel process also reduces
and emissions
landfill a Zipcar of old clothing from
12,000kg
similar garments waste by recycling old clothing landfills
for new been taken off the road

EMPTY SEATS:
COMPANY CULTURE: OWNERSHIP FRUSTRATION:
LEAD CUSTOMERS: FEW ALTERNATIVES:MAINTAINING
GREEN CAN BE GOLD:
LEADERSHIP:
People only
Employee drive their
passion to livecars Owners mustA endure
Patagonia’s highoffixed
core group Compared
Patagonia to car ownership,
customers Founder
As competitors Robin Chase
duplicate heard
Patagonia’s
a fractiontoof
mission thebusiness
“use overall time costs
to inspire andto buy,ensures
maintain theand in-
company public transport
continues does not
to assess about car-sharing
previous greenovations, suchinas
Europe
the use
they own them
implement — at any
solutions sure a vehicleitsand
to the environmental increasingly
impact provide the
on the environment same level of recycledfrom
by critiqu- sodaa bottles
friend and believed
in fleece, the
given moment
crisis” motivated in an urbanmanagers
product congested
to set urban areas with processes
ing manufacturing mobility or conveniencecompany
while hadthatto
such
finda new
business
wayscould
to dif-be
environment,
an the supply
audacious goal for recyclabilitystrained roads and parking— regular car rentals are pricey
ferentiatescalable, very
and attract profitable and
customers
drivers
EMPTY SEATS:
ENSURING TOTAL EFFICIENCY:OWNERSHIP FRUSTRATION:
MAINTAINING FEW ALTERNATIVES:EXISTINGGREEN
PERFORMANCE: CAN BE GOLD:
TECHNOLOGIES:
People
The only drive
program had their cars itsOwners
to maintain eco- mustPatagonia
endure high
hadfixed
to find aCompared to car ownership,
solution that Founder
Very few other Robin
firms Chase heard
are focused on recy-
a fraction
logical of the overall
advantage time petroleum
over using costs to buy,balanced
maintainrecyclability
and inpublic
with transport does not
garment cling wholeabout car-sharing
garments — onceinaEurope
garment
they own them
feedstock while— at anyinto account
taking surethe
a vehicleperformance
because many the same level is
materials ofassembled,
fromit’s
too complicated for
given moment
carbon footprintin required
an urbanto shipcongested
used urban areaseasier
that were with to recycle
did not meet whileexisting
most that recycling
such a business
systemscould be
to handle
environment,
clothing the supply
to a partner strained roads
based in Japan and parking—
minimum regular car rentals are pricey scalable, very profitable and
design requirements
drivers
EMPTY SEATS:
SENIOR SUPPORT: OWNERSHIP
COMMITTED
FRUSTRATION:
PARTNERS:
FEW ALTERNATIVES:SYSTEMSGREEN
APPROACH
CAN BE
: GOLD:
Founderonly
People anddrive
CEO their
Yvoncars
Chouinard
Owners
and mustTEIJINendureFibers,
high fixed
a long-term
Compared
supplier,
to car
wasownership,
Patagonia’s
Founder
fabric development
Robin Chase heard
and
a fraction
the Boardof ofthe
Directors
overallfully
timecommitted
costs totobuy,able
maintain
to develop
and in-
a closedpublic
loop transport
recycling does not
clothing designers
about car-sharing
work withinmultiple
Europe sup-
they own them
developing a successful
— at anyprogramsure
thatadid
vehiclesystem
and increasingly
for polyester, aprovide
high performance
the same level pliers
of andfrom recycling
a friend
partners
and believed
to integrate
given
not moment
sacrifice in an urbanor profitability
performance congested urban
material;
areasPatagonia
with found
mobility
otherorpartners
conveniencerecycled
while fabric
that such
and more
a business
easilycould
recyclable
be
environment, the supply strained roadsto process
and parking—
non-polyester regular
clothing
designs without
scalable,
sacrificing
very profitable
qualityand
drivers
EMPTY SEATS:
INDUSTRY: OWNERSHIP
CUSTOMERS:
GREEN CAN BE GOLD:
Patagonia
People onlyhas
drive
validated
their cars
the concept
Owners mustPatagonia
endure high
hasfixed
collectedCompared
over 6,000 to car ownership,
Others areFounder
followingRobin
Patagonia’s
Chase heard
a fraction
of closed loop
of theproduction
overall time
systems
costs
as to
a buy,kilograms
maintain and
of garments
inpublic
— in 2009,
transport
around
does not
lead — MEC,
about
a large
car-sharing
Canadianinoutdoor
Europe store,
they own
viable model
themfor—garment
at any manufactur-
sure a vehicle80%
and increasingly
of Patagonia apparel
provide
wasthe
recyclable
same level introduced
of from
a garment
a friendrecycling
and believed
program
given
ing firms
moment
— theinClean
an urban
Threads initiative
congested urban
through
areas
thewith
Common Threads
mobility program
or conveniencetwo
while
yearsthat
aftersuch
Patagonia
a business
thatcould
also accepts
be
environment,
helps firms with
theinterests
supply in creating
Common Threads
scalable,branded
very profitable
clothing
and
of unused
such systems
drivers
have car-sharing
Based on the positive
members
customer
outnumber
responseindividual
and commercial
car owners
viability
in major
thecities
company
around
hasthe
announced
globe. The
itsfirm
goalisto
also expanding
make all of its products
into different
recyclable
markets
through
that could
the Common
potentially
Threads
support
program
a small
byfleet
2010.of Zipcars —for example,
WHAT’S NEXT?

Shipping
New Containers as Shelters
Innovation
Provides autem
RedIgnis affordable alternatives
facerro to shanty
viderovitas towns
re voloreh by converting
endaepu and upgrading
diones rerem. Ecto consequam et
shipping
volori containers
ut voloris into sustainable,
aut officit, nobitas exstackable housing

RESULT
Zipcar’s
PFNC transforms
car-as-a-service
excessoffers
ship- Shipping containers
Zipcars enable in California
city dwellers The standardized,
Zipcar is the world’sstackable
largest car
cars
ping and
containers
trucks in into
specific
basic urban are too expensive
to share to recycle or ship
cars, increasing sharingsell
homes service
for less
proving
thanthe cars-
areas
housing
forunits
as little
— providing
as thirty minutes empty backoftoeach
utilization China — but they
vehicle as-a-service
$8,000 and model
can become mod-
developed world amenities can be inexpensively converted
all main-at ules for larger buildings
Rental fee includes Members plan and semi-perma-
into transportable, combine mul- Over 2 million people livethat
within a
emerging world prices form sustainable communities
tenance and gas costs for a tiple
nent housing units one, reducing
auto trips into five-minute walk of
instead
convenient and reliable service fuel consumption and emissions a Zipcarof temporary and unsafe
Interiors use predominantly shantytowns
recycled materials As a result, 50,000 cars have

EMPTY SEATS:
EXPLOSIVE GROWTH: OWNERSHIP FRUSTRATION:
SAFETY: FEW ALTERNATIVES: GREEN CAN BE GOLD:
LEADER’S VISION:
Urban populations cars
of developing OwnersPeople
must endure
in poorhigh
urbanfixed
areas Compared to car ownership,
are forced to Founder
On a trip to Juarez, Robinthe
Mexico, Chase heard
aregions
fraction
areofgrowing
the overall timethan the
faster costs tolive
buy,inmaintain and in-
unsafe, substandard public
housestransport
made does not was shocked
founder about car-sharing in Europe
to see people
they own
supply of them
homes— at any sure a vehicle and increasingly
from scrap provide
building materials, the same
creating a level ofin shanty-towns
living from a friend
evenand believed
though
given moment in an urban congested
need urban areashousing
for safer with mobility or convenience while was
the economy that growing
such a business
rapidly could be
environment, the supply strained roads and parking— regular car rentals are priceysubstantial
through scalable, very profitable
investment by and
of unused cars far exceeds car sharing could distribute and potentially located
largefar have an beneficial
US manufacturing firms impact on
drivers
EMPTY
CULTURE:
SEATS: OWNERSHIP
SCALEFRUSTRATION:
REQUIREMENTS: FEW ALTERNATIVES:
DESIGN LIMITATIONS:
GREEN CAN BE GOLD:
People
In Mexico,
onlyindividuals
drive theirplace
cars greatOwnersThemustmore
endure
buyers
highthat
fixedcommit
Compared
to to car ownership,
At three hundred
Founder
and twenty
Robin Chase
squareheard
apride
fraction
in their
of the
ability
overall
to support
time theircosts topurchasing
buy, maintain
a house,
and in-the cheaper
public transport
the does
feet,
notthe containers
about car-sharing
are small — im-
in Europe
they
family,
ownparticularly
them — atrelated
any to land sure a vehicle
firm can
andset
increasingly
the price; however,
providemost
the same level
provements
of also
fromhad
a friend
to be extremely
and believed
given
ownership
moment in an urban
— temporary residences
congested
solutions
urban areas
are still
withtoo expensive
mobility
forormany
convenience
cost-effective
while that
to keep
suchprices
a business
down could
for be
environment,
or co-ownership thefaced
supplystrong cul-strainedfamilies
roads and
to pay
parking—
in advance regular car rentals are
customers
pricey scalable, very profitable and
of
tural
unused
resistance
drivers
EMPTY
STAGEDSEATS:
INVESTMENT: OWNERSHIP
FIND THE
FRUSTRATION:
WIN-WIN-WIN: FEW ALTERNATIVES:
DON’T REINVENT
GREEN
THE
CAN
WHEEL:
BE GOLD:
People
The founders
only drive
wontheir
business
cars planOwnersPFNC
must endure
convinced
highlocal
fixed
employers
Compared
to create
to car ownership,
PFNC adaptedFounder
design ideas
Robinfrom
Chasesmall
heard
acompetitions
fraction of the
andoverall
focused
timeon small
costs tomethods
buy, maintain
to spread
and in-
paymentpublic
over transport does
condos
not and lofts,
abouttrailers
car-sharing
and jet in
planes
Europe
they
amounts
own of
them
initial
— atfunding
any that lasted
sure a vehicle
time byand
demonstrating
increasingly thatprovide
properthe same level
to maximize
of space
from utilization
a friend and
and
believed
use
given moment
until they couldinconvince
an urbanventurecongestedhousing
urbandramatically
areas with increases
mobility
employee
or convenience
recycled
while
materials
that such
to lower
a business
costs could be
environment,
capital investors
thetosupply
jump in strainedretention
roads andand
parking—
lowers hiringregular
costs car rentals are pricey scalable, very profitable and
drivers
EMPTY
EXTERNAL:
SEATS: OWNERSHIP
COMPETITORS:
SOCIAL ASPECTS:
GREEN CAN BE GOLD:
People
PFNC will
onlyprovide
drive their
sustainable,
cars OwnersPFNCmust endure
is a social
highventure
fixed and
Compared
it hopes to
to car ownership,
PFNC Global communities
Founder Robin is not
Chase
only
heard
aaffordable
fraction ofhousing
the overall
to some
time10,000
costs toattract
buy, maintain
additional
andplayers
in- topublic
the market
transport does
providing
not housingaboutfor
car-sharing
the poor, but
in Europe
it
they
families
ownannually
them —in atthe
anybeginningsure
to a vehicle
to provide
and increasingly better
provide
housing
the for
same level
alsoof
aims to build
fromand
a friend
develop
andstable
believed
given
transform
momentpoorinurban
an urban
areas congestedtheurban
poor areas with mobility or convenience
communities
while inthat
developing
such a business
regionscould be
environment, the supply strained roads and parking— regular car rentals around
are pricey
the world
drivers
Zipcar
PFNC will continue
Global to enter
Communities and to grow
is focused in urban environments
on developing its presence inasJuarez,
the company
Mexico.works
Aftertowards
proving its
thegoal to
business model it hopes to expand to other developing urban areas around the world to increase thefirm is
have car-sharing members outnumber individual car owners in major cities around the globe. The
also expanding
number intoofdifferent
and quality markets
sustainable urbanthat could potentially support a small fleet of Zipcars —for example,
environments.
WHAT’S NEXT?

New Innovation
Agricultural Sustainability Standards
Standardsautem
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Standards
and certificationoffers
pro- Standards
Zipcars enable
covercity
environmentally
dwellers Over theislast
Zipcar theeight
world’s
yearslargest car
companies
cars and
grams that
trucks
support
in specific
companies
urban to share
critical issues
cars, related
increasing
to pesticides, sharing service
like Chiquita provingfor
(responsible the cars-
25% of
areasengage
who for as little
in sustainable
as thirty minutes
agri- utilization of each
deforestation, watervehicle
and soil as-a-service
North American model
and European food
cultural and economic practices protection, andandbetter pay and safe consumption) have certified all their
Rental fee includes all main- Members plan combine mul- Over 2 million people live within a
working conditions for farmers own farms as well as most of their
These firms
tenance and receive
gas coststhefor
appropri-
a tiple auto trips into one, reducing five-minute walk of
suppliers’ farms, improving envi-
convenient
ate recognition
and and
reliable
remuneration
service Encourages
fuel consumption
producers
and emissions
to drive a Zipcar
ronmental and living conditions in
for their efforts from buyers more rapid innovation and uptake As a result, across
communities 50,000 cars
Latin have
America
across the value chain of new sustainable practices been taken off the road

EMPTY SEATS:
TACKLE THE ELEPHANTS: OWNERSHIP FRUSTRATION:
FOUNDERS’ FEW ALTERNATIVES:DEMANDGREEN
PASSION: PULL: CAN BE GOLD:
People onlyisdrive
Agriculture their cars
the single Owners must
largest user endure in
Founded high fixed
1987, ComparedAlliance
the Rainforest to car ownership, Founder
News on the impactsRobin Chasewarming
of global heard
a fraction
of of themoreover,
fresh water; overall time costs to buy,grew
overgrazing, maintain
fromand
“thein-passionpublic transport does
of a masseuse, a not about car-sharing
and deforestation increasinglyin Europe
influ-
they own them
agricultural — at any
mismanagement, andsure a vehicletoxicologist,
defor- and increasingly provide athe
a theater worker, same level enced
returned of from a friend
consumers and believed
who wanted a way to
given moment
estation in an urban
have degraded over four congested
billion urban
Peaceareas
Corpswith
volunteer,mobility or convenience
and a young while sustainable
China support that such apractices,
business could be
but didn’t
environment,
acres the supply
of land globally strained roads and with
expert parking— regular
. . . no business car rentals are pricey
skills” scalable,
have a clear verytoprofitable
line of site productionand
drivers
EMPTY
A FEW POWERFUL
SEATS: PRODUCERS:
OWNERSHIP
LOTS
FRUSTRATION:
OF SMALL FARMS:
FEW ALTERNATIVES:LACK OF STANDARDS:
GREEN CAN BE GOLD:
In manyonly
People crops
drive
a few
their
large
carsproducers
Owners
or mustThere
endure
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largefixed
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No acceptedFounder
common Robin
standards
Chase heard
exist
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processors the aoverall
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costs to buy,family
maintain
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subsistence
inpublic
farms disconnected
transport does not across a wide
about
variety
car-sharing
of ecosystems
in Europe
and
theyseemed
and own them immune
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to pressuresureanda vehicle
from
andthe
increasingly
end market andprovide
with limited
the same
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fromofa crops
friendand
andbusiness
believed
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congested urban
cess toareas
innovative
with practices
mobility
and processes
or conveniencemodels/types
environment,
social conditions
drivers
EMPTY SEATS: COALITIONS:

ENVIRONMENTAL OWNERSHIP
LEAD
FRUSTRATION:
ADOPTERS: FEW ALTERNATIVES:NGOs & OTHER
GREENCOLLABORATIVES:
CAN BE GOLD:
The Sustainable
People only driveAgriculture
their cars Network,
Owners must Large
endure
companies
high fixed
like Chiquita
Compared Brands,
to car ownership,
The Alliance
Founder
has become
Robin Chase
a hub for
heard
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a coalition
fraction ofofthe
environmental
overall time groups
costs to buy,asmaintain
well as cooperatives
and inpublic
of smaller
transport
farms,does not initiativesabout
and sponsors
car-sharing
of rural
in Europe
sustain-
they
in eight
owntropical
them — nations,
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ledand
theincreasingly
standards and certification
provide the same
effort,level ability
of advances
from a throughout
friend and believed
the tropics
given momentauditing
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process and
congested
stan- urban
building
areas
market
with advantage
mobility
and or
a follow-
convenience while that such a business could be
environment,
dards that were theable
supply
to bridge business
strained roads
ingand
including
parking—
Kraft Foods,
regular
Whole
carFoods,
rentals are pricey scalable, very profitable and
of unused
and environmental
cars far exceeds
groups car sharing could
and Mars
drivers
EMPTY SEATS: CONDITIONS:
ENVIRONMENTAL OWNERSHIP
INNOVATION
FRUSTRATION:
& TECH FEW
TRANSFER:
ALTERNATIVES:SOCIO-ECONOMIC
GREEN CAN
IMPACT:
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Over 100
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million
driveacres
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Rainforest-certified
Founder Robin
product
Chase sales
heard
hit $2
a fraction
forests have
of the
adopted
overall
thetime
Rainforest
costs to buy,techniques
maintain and
to new
in- partnerships
public transport
and value
does not
billion in 2006,
about impacting
car-sharingworking
in Europe
and
they own them
Alliance’s certification
— at any
standardssure
and azero
vehicle
chain
and relationships
increasingly andprovide
to new the
processing
same level living
of conditions
from a friend
acrossand
ruralbelieved
farming
given momentgoal,
deforestation in anresulting
urban in vastly
congested urban
technologies,
areas with
the pace mobility
of green or
innovation
conveniencecommunities
environment,
improved environmental
the supply conditions.
strained roads
hasand
increased
parking—
dramatically
regular car rentals are pricey scalable, very profitable and
drivers
Recently celebrating its 20th year, the Rainforest Alliance has continued to increase its impact by about
10% per year. It embraces new innovations and has moved its certification programs into cattle ranching
and the sustainable production of soy, palm oil, sugar and biofuel crops.
WHAT’S NEXT?

Zero-Waste
New Innovation
On-Demand Packing
RedIgnis autem facerro viderovitas & diones
re voloreh endaepu Moving
volori
A ut voloris aut
comprehensive, officit, nobitas
Zero-Waste packingex exceatquam
and nia porecupid
moving system eos plaute
developed from molor trash
100% recycled

Rentablecar-as-a-service
Zipcar’s containers and packing
offers The containers
Zipcars enable city
anddwellers
packaging are By 2010
Zipcar is the
the company
world’s largest
made car
cars and trucks
materials made in from
specific
recycled
urban to share
made from
cars,
100%
increasing
recycled, post- sharing service
138,000 deliveries,
proving
eliminating
the cars-
areas for as
materials replace
little as
traditional
thirty minutes
card- utilization of
consumer, end-of-life
each vehicle
waste as-a-service
17,400 tons of model
trash from landfills,
board boxes and other packing 21,450
Over 2 tons of people
new waste, and a
Rental fee includes all main- After 400plan
Members uses,and
each
combine
box is mul- million live within
materials forgas
moving 104,000 tons in C0 emissions
tenance and costs for a tiple autototrips
recycled makeinto
a new
one,box
reducing five-minute walk of2
while saving 265,000 trees —
efforts are now scaling up
As a result,
nationally and50,000 cars have
internationally

EMPTY SEATS:
WASTEFUL FEW ALTERNATIVES:POOR CUSTOMER
STATUS-QUO: GREEN CAN BE GOLD:
EXPERIENCE:
People only
Spencer drive
Brown their cars
started the com-Owners must endure
Over 20%high fixed
of the Comparedpacks
US population to car ownership,
ManagingFounder
cardboardRobin Chase
boxes and heard
pack-
a fraction
pany whenofhethesawoverall time
two stagnant costs
trash to buy,and
maintain
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public transport
to massivedoes not about
ing materials cancar-sharing in Europe
be a very frustrating
they own
piles — histhem
cardboard boxes usedsure
— at any for a vehicleamounts
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usually of from a friend
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given moment
moving in an
and a pile of urban congested
plastic bottles — urban
ends areas
up in awith mobility
landfill after oruse
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assem-
environment,
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using strained
recycled plastic to roads and parking— regular car rentals are pricey scalable,
bling, breaking downvery profitable
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of
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re-invent carscardboard
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far boxes!have an beneficial impact on
drivers
EMPTY SEATS:
INGRAINED BEHAVIORS: OWNERSHIP
LACK
FRUSTRATION:
OF AVAILABILITY:
FEW ALTERNATIVES:LESS FLEXIBLE
GREENALTERNATIVE:
CAN BE GOLD:
Systemsonly
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recycling
theirplastic
cars and for
Owners must Soendure
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are provided
Compared
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to 12
car ownership,
Renting boxes
Founder
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weeksChase
— theheard
rent-
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overall timethat potential
costs to buy,locations
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US pluspublic
Ontario,
transport
Canadadoes not
a-green-box
about
policy
car-sharing
— forces customers
in Europe
they ownpartners
recycling them — at andany
customerssure
werea vehicleand
andAustralia
increasingly provide the same level to
of schedule
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and believed
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be an easy and
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process
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morecould
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environment, thefriendly
environmentally supplysolutionstrained roads and parking— regular car rentals are pricey scalable, very profitable and
drivers
EMPTY SEATS:
GETTING THE WORD OUT: OWNERSHIP
COMMITTED
FRUSTRATION:
PARTNERS:
FEW ALTERNATIVES:CONVENIENT
GREEN
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endure highwill
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enable
Compared
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materials
RobinareChase
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heard
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timevideos,costs
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10 national
inpublic
locations
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in 2009 does not
directly toabout
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as-
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have alsothebeen
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granted
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forwith Canada
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environment,packing
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EMPTY SEATS:
RECOGNITION: OWNERSHIP
MOVING
FRUSTRATION:
COSTS: FEW ALTERNATIVES:MOVING EXPERIENCE:
GREEN CAN BE GOLD:
The company
People only drive
hastheir
won numerous
cars Owners
awardsmust Using
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firm’sfixed
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Compared
boxestoand
carthe
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are thrilled
Robin with
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the heard
a fraction
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overall
astime
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costs to buy,other
maintain
recyclable
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materials
transport
can save
does not
company’sabout
simplified
car-sharing
movinginprocess
Europe
they own
Small Business
them — Award
at anyin 2009, sure a vehiclecustomers
and increasingly
up to 50% inprovide
movingthe
costs
same
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of provides
fromalla the
friend
packing
and believed
materials
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Entrepreneur an Month
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decrease
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environment,
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supply
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them oncescalable,
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done and
of unused
Partner in cars
2008 far exceeds car sharing could distribute and potentially located far have an beneficial impact on
drivers
havecompany
The car-sharing
is currently
membersexpanding
outnumber
nationwide
individualthrough
car owners
franchising
in majorand
cities
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around the
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have The
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into different
Zero-Wastemarkets
packing
thatand
could
moving
potentially
products
support
to pack
a small
dishes,
fleet
glasses
of Zipcars
and garments
—for example,
WHAT’S NEXT?

New
4 Innovation
Platforms for Sustainable Leadership
An explicit
RedIgnis firm-wide
autem focus
facerro on Developing
viderovitas Earth-Responsible
re voloreh endaepu dionesRaw Materials,
rerem. Reducing et
Ecto consequam
Resource Use, Preventing
volori ut voloris aut officit,Insect-Borne Diseases, and
nobitas ex exceatquam nia Strengthening Communities

Responsible
leadership, new offers Driving more
Zipcars enableusecityofdwellers
the most en- Zipcar is thegas
Greenhouse world’s largest
emissions car
cut by
cars and trucks
business modelsinand specific
partnerships
vironmentally sustainable in their 27% since
sharing 2001 while
service growing
proving the
the cars-
areasthe
with forUS
as little
EPA, as other
thirty
global
minutes utilizationand
products of each
less use
vehicle
of fossil company
as-a-service model
climate leaders, suppliers and fuels across their value chainmul- Reducing 61 Million pounds
Rental fee includes all main- Members plan and combine Over 2 million people liveof VOCsa
within
customers to go beyond regula- from their products while improving
tenance and gas costs for a Committed
tiple auto trips
to the
intoBottom
one, reducing
of the five-minute walk of
tion and industry standards while their performance
Pyramid (BoP) andandbuilding
emissions
sus- a Zipcar
improving financial performance tainable local businesses Converting
As a result,to50,000
36% renewable energy
cars have
while reducing costs

EMPTYRECORD:
TRACK SEATS: OWNERSHIP INFO:
INGREDIENT FRUSTRATION: FEW ALTERNATIVES:
BOTTOM OF PYRAMID: GREEN CANVISION:
LEADER’S BE GOLD:
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Exploring thedrive their for
Amazon carsa Owners must
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sawownership,
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his heard
a fraction of source
sustainable the overall
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buy,onmaintain
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ingre- public transport
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of a trillion not about car-sharing
father in Europe
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they own them
(camauba palm); —the
at any
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purpose, and provide the same
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of from a friend and
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given
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eliminate in an
CFCs in urban
1975; congested
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environmental with amobility or convenience
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cated a business
a strong could be
sustainability
environment,
one of the firstthe supply of
members strained roads and parking— regular carimprovements
sanitation rentals are pricey scalable, very profitable and
commitment
of unused
Climate cars far
Leader exceeds
Program car sharing could distribute and potentially located far have an beneficial impact on
drivers
EMPTY
NOT MYSEATS:
PROBLEM: OWNERSHIP
LABEL COMPLEXITY:
AWARENESS + COST: GREEN CAN
GLOBAL STRUCTURE:
BE GOLD:
Many companies
try tocars Household
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cleaning
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high
per-
fixed Most BOP customers
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with
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maximize profits
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care
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know transport
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country-based
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meeting them minimum
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complex ingredients;
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fragmented
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unintelligible to many
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ket such
regulatory
a businessstructure
could be
makes leadership
very profitable
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EMPTY SEATS:
FAMIILY OWNERSHIP: OWNERSHIPPROCESS:
GREENLIST FRUSTRATION: FEW PROTOCOLS:
BOP ALTERNATIVES: GREEN CAN BE
COMMITTED PARTNERS:
GOLD:
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People beyond
drivestandards
their cars SCJ developed
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Chase theheard
US
a fraction
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standard
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process
maintain
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and inpublic transport
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EPA car-sharing
Climate Leaders,
in Europe
they own them
business; being— family
at anyowned sure a vehicle
ingredients from
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countries and
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make a substantial
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process roadsindustry
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community development
other nations
very and
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of unused cars far exceeds car sharing could distribute and potentially located far have an beneficial
“green” their supply
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chainon
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EMPTYTHE
PUSH SEATS:
ENVELOPE: OWNERSHIP
“BEST & BETTER”:
FRUSTRATION: FEW POSITIONING:
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LEADERSHIP PREMIUM:
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reduction (27%) —and
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ness advantage
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Zipcar will continue
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grow
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company Consumer
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enabling it to further
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car owners
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the globe.
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example of howinto
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of Zipcars
its —
suppliers
for example,
and
Zipcar
its customers
now provides
to a more
its service
sustainable
to over
home
120anduniversities
community.across the US.
WHAT’S NEXT?

Organic
New Yogurt with a Message
Innovation
Combining
RedIgnis organic
autem dairyviderovitas
facerro products with a zero endaepu
re voloreh carbon footprint claim and
diones rerem. Ectoan
consequam et
educational
volori mission
ut voloris aroundnobitas
aut officit, sustainable farming and
ex exceatquam nialiving

RESULT
Stonyfield
Zipcar’s Farms was oneoffers
car-as-a-service of the Relentlessly
Zipcars enable driving the sustain-
city dwellers 1st US is
Zipcar manufacturer certifiedcar
the world’s largest as
first and
cars to successfully use sustain-
trucks in specific urban ability
to sharefocus
cars,and targets across
increasing carbon
sharingneutral
service(1996)
proving the cars-
abilityfor
areas leadership
as little and messaging
as thirty minutes the entire value
utilization of eachchain from farm
vehicle as-a-service model
to drive market share and cus- Environmental sustainability mes-
to table and back
Rental fee includes all main-
tomer loyalty Members plan and combine mul- sages
Over 2and activities
million peopleonlive
millions
withinofa
tenance and gas costs for a Work actively
tiple auto tripswith
intopartners in
one, reducing yogurt lids walk of
five-minute
Stonyfield walks the talk with a shipping, packaging, dairy farm-
convenient and reliable
powerful customer serviceand
hand-shake fuel consumption and emissions High growth and profitable com-
a Zipcar
ing, sugar cane plantations, food
a sustainability message on every lid pany now part of Groupe Danone,
processing As a result, 50,000impact
cars have
enabling a broader

EMPTY SEATS:
ECONOMIC SELF INTEREST: OWNERSHIP FRUSTRATION:
EDUCATIONAL GOAL:FEW ALTERNATIVES:LEADER’SGREEN CAN BE GOLD:
VISION:
People only drive
Early failure their cars
of publically funded Owners
mis- mustThe endure
entirehigh fixed Compared
organization to car
and its value ownership,
chain Founder Robin
CEO has maintained Chasecommitment
a lifelong heard
asionary
initiatives time CEOcosts
convinced that to buy,partners
maintainare
and in-
invested inpublic transport does not
the educational about car-sharing
to sustainability and a passion in Europe
for proving
they own themhad
sustainability — at be businesssure
toany led a vehiclemission
and increasingly
of the company provide the same level that
of companies
from acan
friend
bothand believed
make money and
given moment in an urban congested urban areas with mobility or conveniencesave
the world
drivers
EMPTY SEATS: QUEST:
PROFITABILITY OWNERSHIP FRUSTRATION:
LIMITED AUDIENCE: FEW ALTERNATIVES:
HIGH COST OF Marketing: GREEN CAN BE GOLD:
SKEPTICISM:
People onlyview
Prevailing drive their
was thatcars Owners must endure
The speaking circuit high fixed
has only Compared
Traditionalto car ownership,
marketing would Founder Robin
Big chains didChase heard that
not believe
asustainable
fraction of practices
the overalland
time costs to buy,
limited maintain
impact and theand in-
employee public
havetransport
cost tensdoes not
of millions about
nichecar-sharing
brands couldin Europe
maintain
they own them
initiatives were— at any
costly and did sure
basea was
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small provide
to getthe
thesame levelenough
company of from a friend
market andand
share believed
price
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not paymoment
back in an urban congested urban areas with mobility
marketorshare
convenience while
to maintain that such a business could be
premiums
environment, the supply strained roads and parking— regular
initialcar rentals
shelf spaceare pricey scalable, very profitable and
drivers
EMPTY
LEAD BYSEATS:
EXAMPLE: OWNERSHIP
PACKAGING AND
FRUSTRATION:
LIDS: FEW
GREEN
ALTERNATIVES:
MARKETING: GREEN
CUSTOMER
CAN BEPROMISE:
GOLD:
People
Stonyfield
onlywas
drive
able
their
to lead
cars by Owners
With a large
must and
endure
growing
high fixed Compared
Distribution,
to carbranding
ownership, and Founder
The power
RobinofChase
the promise
heard
aexample
fractionwith
of the
their
overall
owntime
farms costs
customer
to buy,
base,
maintain
the company
and inpublic
marketing
transport
activities
does not focused about
and car-sharing
the commitmentin Europe
to
they
and production
own them — facilities
at any and sure
useda the
vehicle
packaging
and increasingly
and lids as provide
on segments
the same likely
leveltoofbe from
teach
a friend
and act
andhas
believed
proven the
given
share moment in an urban
lessons learned with congested
an educational
urbanmedium
areas with mobility
interested
or convenience
in addressing while that
value
suchofastaying
businessoncould
message
be
environment,
others on the value
the supply
chain strained roads and parking— regular
environmental
car rentalschallenges
to obtainvery
green
profitable
objectives
and
drivers
EMPTY
SUSTAINABLE
SEATS:VALUE OWNERSHIP
CUSTOMERS:
FRUSTRATION: FEW
10XALTERNATIVES:
IMPACT ON SHARE: GREEN
EASECAN
OF ENTRY:
BE GOLD:
People
CHAIN:only drive their cars Owners
Customers
mustactively
endureread
highand
fixed Compared
Campaigns to car
in Chicago
ownership,and Founder
Sustainability
Robin Chase
has become
heard a
aAble to demonstrate
fraction of the overallhigher
time costs
follow
toeco-tips
buy, maintain
that range
and in-
from public
Houston
transport
drovedoes
initial
notshare about
powerful
car-sharing
platformin Europe
to allow
profitability
they own them and—yield with
at any sure
howatovehicle
operate
andyour
increasingly
refrigerator provide
to maintain
the sameshelf
level
space
of and fromStonyfield
a friendto
and
enter
believed
new mar-
sustainable
given moment techniques
in an urbanin both congested
more efficiently
urban toareas
saving
withthe mobility
then build
or convenience
loyalty withwhile
high that
kets
such
as a powerful
business member
could be of
dairy and sugar
environment, thecane farming strained
supply sustainable
roadsfamily
and parking—
farm regular
quality
carand
rentals
greenare
positioning
pricey scalable,
the Groupe
very Danone
profitable
family
and
drivers
Zipcar willhas
Stonyfileld continue
growntobyenter and to of
an average grow
27%in urban environments
per year as the company
for the past eighteen straightworks
yearstowards
compareditsto
goal to
5-7% for its industry. The intent is to move to 100% sustainable packaging by 2015 (minimal, recyclable, The firm is
also expanding into different markets that could potentially support a small fleet of Zipcars —
biodegradable) and to significantly influence other food and consumer products companies in the process.for example,
WHAT’S NEXT?

New Innovation
Turn the Trash into Cash
There is no
RedIgnis autem
suchfacerro
thing as
viderovitas
waste for re
TerraCycle,
voloreh endaepu
a company
diones
thatrerem.
uses garbage
Ecto consequam
as raw et
volori ut for
material voloris
its entire
aut officit,
productnobitas
line ex exceatquam nia porecupid eos plaute molor

Using thecar-as-a-service
Zipcar’s insight that peopleoffers
are Reusingenable
Zipcars waste city
as rawdwellers
material TerraCycle
Zipcar is the
doubles
world’sitslargest
revenues
car
cars and
willing totrucks
pay a premium
in specifictourban
help to share both
reduces cars,the
increasing
amount of virgin sharing
every year
service
and is
proving
expected theto
cars-
hit
areas forofastheir
dispose littlegarbage,
as thirtyTerra-
minutes utilizationneeded
materials of eachforvehicle
manufac- as-a-service
$15 million inmodel
2009
Cycle built its for-profit business turing as well as the resources
Rental fee includes all main- Members plan and combine mul- The company
Over 2 million offers
peoplemore
live within
than 50a
model
tenanceonandmanufacturing
gas costs forproducts ending up trips
in landfills
a tiple auto into one, reducing five-minute
different products
walk ofin the US, UK,
out of waste
convenient and reliable service fuel consumption and emissions a Zipcar and Brazil
Mexico,

EMPTY SEATS:
FINANCIAL TIPPING POINT: OWNERSHIP FRUSTRATION:
CLIMATE CHANGE: FEW ALTERNATIVES:LEADER’SGREEN CAN BE GOLD:
VISION:
People only drive
Skyrocketing theircosts
landfill carsand improving
Owners must endure in
Changes high
thefixed
weatherCompared to car ownership,
are already Founder
While studying Robin Chase
at Princeton, heard
founder
a fractiontechnologies
recycling of the overallsuggest
time acosts to buy,noticeable,
growing maintain and in- customers
alerting public transport does not
and quick- Tom Szakyabout car-sharing
saw that in Europe
the garbage
they own them
opportunity — at anymanagement
in garbage sure a vehiclemoving
companies to the valuethe same level business
of reusing of frombeathe
will friend
nextand
bigbelieved
thing and
given moment in an urban congested urban areas
natural with
resources mobility or conveniencedecided
while inthat
2001such a business
to drop out to could
foundbe
environment, the supply strained roads and parking— regular car rentals are pricey scalable,—very
his own company profitable
he has managedand
of unused cars far exceeds car sharing could distribute and potentially locateditfar have an beneficial impact on
ever since
drivers
EMPTY
RAW MATERIAL
SEATS: SUPPLY: OWNERSHIP
NOFRUSTRATION:
SACRIFICE: FEW ALTERNATIVES:INITIAL FUNDING:
GREEN CAN BE GOLD:
TerraCycle
People onlyhad
drive
difficultly
their cars
finding Owners
a mustAlthough
endure high
consumers
fixed regard
Compared
environmental
to car ownership, Founder
Due to a dispute Robin
about the Chase
com- heard
a fraction
legal and financially
of the overall
viable
timesourcing
costs to buy,issues
maintain
as very
andimportant,
inpublic
theytransport
resist raising
does not aboutplan,
pany’s business car-sharing in Europe
the founders
they own
model — its
theminitial
— atgoal
anyto take the
sure a vehicleprices
and increasingly
and sacrificing performance
provide the in
same
order
level refused
of from
$1M a friend
in initial and believed
funding from
given moment
initiative to collect
in anwaste
urbanmaterialscongested
from urbanto make
areas
a particular
with product
mobility
greener
or convenienceinvestors
while — that
thissuch a business
threatened the could be
environment, the
neighborhood garbage
supplysites turned
strained
out roads and parking— regular car rentals are pricey
company’sscalable, very
viability as theyprofitable
couldn’t and
of unused
to be illegalcars far exceeds car sharing could distribute and potentially locatedbuy far packaging
havefor anthe
first products
drivers
EMPTY SEATS:
INVOLVE ALL STAKEHOLDERS:OWNERSHIP
NICHE
FRUSTRATION:
MARKET: FEW ALTERNATIVES:RECYCLED
GREEN
PACKAGING:
CAN BE GOLD:
Green-minded
People only drive
communities
their cars sendOwners
their must Using
endure
thehigh
discharge
fixed ofCompared
worm - fedtoorganic
car ownership,
Making both
Founder
the product
Robin Chase
and theheard
pack-
a fraction
waste to TerraCycle
of the overall
or drop
timeit off costs
at to buy,wastemaintain
created
and ain-
competitively
public transport
priced, does not age from garbage
about car-sharing
(e.g., empty
in Europe
soda
they ownstores,
partner them —providing
at any low costsure rawa vehiclepremium
and increasingly
product that provide
could serve
the same
as thelevel bottles
of & from
misprinted
a friend
cardboard
and believed
boxes)
given moment
materials — theincollection
an urban programs are urban
congested first product
areas with
line of themobility
companyorwithout
conveniencelowered
while production
that such acosts
business could be
environment,
also sponsoredthebysupply
product manufacturers
strained roads
requiring
and parking—
a large initialregular
investment
car rentals are pricey scalable, very profitable and
drivers
EMPTY SEATS:
PARTNER COMPANIES: OWNERSHIP
EXTERNAL:
GREEN CAN BE GOLD:
Innovative
People onlyreuse
driveoftheir
non-recyclable
cars Owners must TerraCycle’s
endure high 50+
fixed
products
Compared
are being
to car ownership,
TerraCycleFounder
has the Robin
first-mover
Chase heard
a fractionmotivated
garbage of the overall
major
time
originalcosts
manu-
to buy,sold
maintain
in major
andstores
in- in public
North America
transport—does notadvantageabout
in thecar-sharing
mass production
in Europe
of
they own —
facturers them
Capri
— Sun,
at anyFrito-Lay,sure
Kraft,
a vehiclerevenues
and increasingly
are doubling provide
annuallythe
andsame
the level garbage-based
of from aproducts
friend and
— believed
garbage
given moment
Wrigley — to partner
in an urban
with TerrraCycle
congested urbanproducts
areasand
with
ideas from
mobility
the company
or conveniencesuppliers
while that
partner
suchwith
a business
TerraCycle
could
to be
environment, the supply strained roads attract
and parking—
continuous mediaregular
coverage
enter thisscalable,
market very profitable and
drivers
TerraCycle is currently expanding its operations to the UK, Mexico and Brazil. Eventually, the company
aspires to be the Procter & Gamble of garbage, aiming to eliminate even the idea of waste by reusing
everything possible.
WHAT’S NEXT?

New Innovation
Eco-Environment
RedIgnis autem facerro viderovitas re voloreh endaepu diones rerem. Ecto consequam et
Building
volori ut an Eco-Friendly
voloris Environment
aut officit, One Store atnia
nobitas ex exceatquam a Time

An ecologically
friendly retail
offers Technology
Zipcars enable
thatcity
reduces
dwellers
operat- An overall
Zipcar is the
70%
world’s
carbonlargest
footprint
car
cars and trucks
environment created
in specific
from urban
new to share
ing costs,cars,
carbon
increasing
emissions and sharing service
reduction in Tesco
proving
pilot stores
the cars-
areas for as technology,
low-carbon little as thirty
sustain-
minutes utilization
energy consumption
of each vehicle as-a-service model
New low-carbon technologies that
able consumer products and
Rental fee includes all main- Higher sales
Members planofand
sustainable
combine mul- are ready
Over 2 million
to bepeople
used across
live within
all a
eco-friendly
tenance and gas costs foralla aim-
superstores tiple auto trips into one, reducing
products five-minute
Tesco globalwalk
superstores
of
ing to reduce carbon emissions
convenient and reliable service fuel consumption and emissions a Zipcarcustomer loyalty
and Tesco’s global footprint Reduced carbon footprint from Greater
superstores As a result, 50,000 cars have

EMPTY
CUT MYSEATS:
COSTS: OWNERSHIP FRUSTRATION:
THE GOOD NEIGHBORFEW
: ALTERNATIVES:STAKINGGREEN CAN BE GOLD:
THEIR REPUTATION:
People
With only drive
energy coststheir
on thecars Owners must
rise, Tesco endurecustomer
Building high fixedtrust
Compared to by
and loyalty car ownership, Founder Robin
The CEO publically statedChase heard
in 2007
a fraction
sought of theline
bottom overall timethrough
savings coststhe
to buy,offering
maintain and in- shopping
a healthier public transport
experiencedoes not
that Tescoabout
wouldcar-sharing in Europe
reduce carbon
they own themof—technologies
development at any sure a vehicleand
to reduce andmore
increasingly provide the same level emissions
sustainable products of from a friend
at least 50%and believed
by 2020 and
given moment
energy in an urban
consumption by 48% from congested urban areas with mobility or conveniencedevelop
while a that
new such
modela business could be
of operational
environment,
baseline the supply
measures in 2006 strained roads and parking— regular car rentals are pricey scalable, very profitable and
sustainability
drivers
EMPTY
LACK OFSEATS:
TECHNOLOGY: OWNERSHIP FRUSTRATION:
CUSTOMER FEW ALTERNATIVES:HIGH COSTS:
ADOPTION: GREEN CAN BE GOLD:
People only
Although drive
new their carstechnolo-
low-carbon Owners must endure high
Customers werefixed Compared
in support to car ownership,
of products The costsFounder Robin
of designing Chase
a fully heard
sus-
a fraction
gies of the
continue to overall
emerge,time costs to buy,tomaintain
only a small and in-emissions,
reduce carbon publicbut
transport
the does not about car-sharing
tainable superstore were veryinhigh,
Europe
they own them
percentage — at inventions
of these any surebeen
have a vehiclecosts
and were
increasingly provide the
high and customers didsame
not level and
of there from
were anofriend andstories
success believed
given moment
tested, certifiedinfor
anuse,
urban
or provencongested
to be urban areas with
understand mobility
how they could makeor aconvenience
differ- fromwhile
otherthat suchtoadetermine
stores business could
the be
environment,viable
economically the supply strained roads
enceand
—parking— regular car
lack of proper incentive rentals are pricey
systems viability ofscalable, very profitable
an eco-friendly retail and
of unused cars far exceeds car sharing could distribute and potentially locatedenvironment
drivers
EMPTY SEATS:
PRIVATE INVESTMENT: OWNERSHIP
NEW
FRUSTRATION:
INITIATIVES: FEW ALTERNATIVES:NEW STORE
GREEN
MODEL:
CAN BE GOLD:
Tesco took
People onlythe
drive
initiative
their cars
to createOwners
a €100 mustInitiatives
endure high
include:
fixedincreasing
Comparedinformation
to car ownership,
With the CEO’s
Founder
newRobin
visionChase
for a heard
a fraction
million fund
of the
thatoverall
wouldtime
support the
costs to buy,for
maintain
consumers;
and in-
displaying
public
carbon
transport
cost does not
sustainable
about
future,
car-sharing
Tesco created
in Europe
a
they own themand
development useany
— at of new low-carbon
sure a vehicleofand
products;
increasingly
a green clubcard
providetothe
reward
same level blueprint
of from
to design
a friend
a pilot
andstore
believed
to
given moment
technology in an urban
— products would becongested
tested in urban
customers
areas for
withre-usingmobility
plastic bags;
or convenience
and demonstrate
while thateffective
such a business
carbon emis-
could be
environment,
Tesco pilot stores
the supply strained roads
making
and parking—
sustainable products
regularaffordable
sion reductions
drivers
EMPTY
NEW CAPABILITIES:
SEATS: OWNERSHIP
GROWING
FRUSTRATION:
CUSTOMERFEW
LOYALTY:
ALTERNATIVES:SUSTAINABLE
GREENFUTURE:
CAN BE GOLD:
Pilot stores
People only allowed
drive their
Tesco
carsto incorporate
Owners must Customers
endure higharefixed
more willing
Compared
to purchase
to car ownership,
With the successful
Founder Robinlaunch
Chase
of theheard
a fraction
new technologies
of the overall
that led
time
to the costs
creation
to buy,products
maintainandandsupport
in- initiatives
public transport
that have
does not
pilot store,about
Tescocar-sharing
has now extended
in Europe
they
of theown
newthem
“Eco—Store”
at anythat maximizes
sure a vehiclea positive
and increasingly
impact on theprovide
environment
the same— level this
of blueprint
fromtoa other
friendstores
and believed
in
given moment
natural light, ventilation,
in an urbanrainwatercongested
and urban a moreareas
loyalwith
customer mobility
base or convenienceother whilecountries
that such
to achieve
a business
the 70%
could be
environment,
renewable energy
the supply
on site strained roads and parking— regular car rentals are pricey
reductionscalable,
in carbonvery
footprint
profitable
doneand
of unused cars far exceeds car sharing could distribute and potentially locatedinfarTesco pilot
haveEco
an Store
drivers
have car-sharing
With the successful
members
reduction
outnumber
in carbonindividual
emissionscar
andowners
the creation
in major
of cities
a morearound
energythe
efficient
globe.Eco
TheStore,
firm is
also expanding
Tesco aims to apply
into these
different
newmarkets
technologies
that could
to existing
potentially
and new
support
Tescoa small
Stores.fleet of Zipcars —for example,
WHAT’S NEXT?

New Performance
High Innovation Electric Sports Car
Sports carautem
RedIgnis buyersfacerro
are less
viderovitas
concernedreabout
voloreh
price
endaepu
and range
diones
limits
rerem.
of current
Ecto consequam
e-vehicles et
—
volori
expanduttovoloris
broaderautsegments
officit, nobitas
as technologies
ex exceatquam
improve

High performance
electricoffers
vehicles For a 300
Zipcars enable
mile drive,
city dwellers
the cost of The E-roadster,
with largest
an efficiency
car
cars and
(EVs) thattrucks
can seat
in specific
two passen-
urban to share
power consumed
cars, increasing
by the E-roadster sharing service
equivalent to any
proving
high end
thesports
cars-
areasand
gers for are
as little
capable
as thirty
of going
minutes utilization
is equivalentof to
each
10% vehicle
the cost of as-a-service
car, can drivemodel
up to 244 miles
from
Rental0-60 mph in 3.9 seconds driving a regular vehicle 300 mul-
miles with a full charge thatlive
costs $5 a
fee includes all main- Members plan and combine Over 2 million people within
Vehicles and
tenance can gas
fullycosts
chargeforina less The vehicle
tiple auto trips
caninto
be powered
one, reducing
from Advertising Age
five-minute walknamed
of Tesla one
convenient
than 4 hours
andusing
reliable
a standard
100% renewable energy
and emissions
sources a Zipcar
of the 50 hottest brands
110V or 220V outlet As a result, 50,000 cars have

EMPTY
HIGH SEATS: PRICES:
GASOLINE OWNERSHIP FRUSTRATION:
LEADER’S PASSION: FEW ALTERNATIVES:GOVERNMENT GREENINCENTIVES:
CAN BE GOLD:
People
Sustained only drive their
gasoline pricescars Owners
of $3-4 per gallon must endure
Elon Muskhigh
and fixed
his teamCompared to carhave
at Tesla Motors ownership, Founder
There are now Robingovernment
significant Chase heard
aarefraction
makingof themuch
EVs overall
moretime costs to buy,exhibited
cost competitive maintaina and in-and sustained
strong public transport does not
passion for incentives about car-sharing
for all electric in Europe
vehicles, including
they own1/10
at about them
the— at any
annual sureofa vehicleclean
operating cost andenergy
increasingly
and electricprovide
vehiclesthe same level about
of $5,000 fromona friend and believed
a $50,000 electric sedan
given moment
gas-powered in an urban
vehicles congested urban areas with mobility or convenience while that such a business could be
drivers
EMPTY SEATS:
BATTERY SIZE AND COST: OWNERSHIP LOWFRUSTRATION:
PRODUCTION VOLUMES: FEW ALTERNATIVES:POOR MARKET GREENPERCEPTION:
CAN BE GOLD:
People only drive
Rechargeable their
lithium cars are still
batteries Ownersvery must
A endure
$100,000 high fixed and
roadster Compared
a $50,000 to car ownership, Founder
Wide publicity of 300Robin
mileChase heard
range and
acostly
fraction of the
and take upoverall
a lot of time
space costs to buy,sedan
maintain andonly
will still in- support
public transport
relatively low does not about
acceleration fromcar-sharing
0-60 in 5.5 in Europefor 5-7
seconds
they own them — at any sure a vehicleproduction
and increasingly providetothe
volumes of 15,000 same alevel passenger
20,000 of from
sedana still
friend anddented
hasn’t believed
public
given moment in an urban congested urban
year atareas with plant mobility or convenienceperception
California while that such a business
of performance limitscould be
drivers
IMPROVED
EMPTY SEATS:
CHARGING: OWNERSHIP SIMPLER
FRUSTRATION:
ENGINE AND FEW
DRIVE:
ALTERNATIVES:MORE CHARGING GREEN CAN OPTIONS:
BE GOLD:
People onlyand
Lower cost drive their
easier cars options
charging Owners must Farendure
simplerhigh fixed
engine Compared
and drive to car ownership,
components Founder
An increased RobinofChase
availability heard
charging and
acombined
fractionwith
of the overall
lithium iontime costs to buy,with
battery technology maintain and in- partspublic
fewer moving lowerstransport
productiondoes not about car-sharing
switching stations in Europe
combined with the ease of
they own themincrease
improvements — at any sure
single charge a vehiclecosts
range andeven
for small volume the same level charging
production of atfrom
homea friend and believed
and during off-peak periods
to 300moment
given miles in an urban congested urban areas with mobility or conveniencemake
whilecharging
that far
such a business
less difficult could be
drivers
INDUSTRY:
EMPTY SEATS: OWNERSHIP SUPPLIERS:
FRUSTRATION: FEW ALTERNATIVES:CUSTOMERS: GREEN CAN BE GOLD:
People only drive
Tesla Motors their cars
has become Owners
one of the most must endure high
Electronics andfixed Compared
battery suppliers to car ownership,
have Founder aRobin
Although primarily showChase heard the
car at present,
asuccessful
fraction of the overallstartups
automotive time andcosts
its to buy,become
maintain andaggressive
more inpublic transport
now that does not
Tesla has aboutiscar-sharing
dealer network in Europe
expanding internationally
they own them
$109,000 model—has
at any sure a vehicledemonstrated
been in production and increasingly provide
the production the same
market for alllevel and
of high profile
from aowners
friendlike
andthe
believed
governor of
for twomoment
given years — in an urbanwith Daimler,
partnering congested urban areas
electric with— Teslamobility
vehicles or convenience
is also partnering while are
to California thathelping
such acreate
business
evencould
morebe
buzz
environment, thepath
it is blazing an EV supply
in the upperstrained roads and
build outparking— regular
charging station car rentals are pricey scalable, very profitable and
networks
of unused
market cars far exceeds
segments car sharing could distribute and potentially located far have an beneficial impact on
drivers
Tesla Motors
Zipcar will continue
unveiledto its
enter
second
and to
all-electric
grow in urban
car, a environments
seven passenger as the
$50,000
company (after
works
tax towards
credits) high
its goal to
have car-sharing
performance sedanmembers
that willoutnumber
be availableindividual
in late 2011.
car owners
Factoring
in in
major
operating
cities around
costs, the
thetrue
globe.
costs
Theoffirm
thisisEV
alsobe
will expanding
roughly equivalent
into different
to amarkets
$35,000 that
gas-powered
could potentially
sedan.support a small fleet of Zipcars —for example,
WHAT’S NEXT?

PriusInnovation
New Gas-Electric Hybrid
Use less gas
RedIgnis through
autem a hybrid
facerro technology
viderovitas solution
re voloreh combined
endaepu dioneswith real-time
rerem. driver
Ecto consequam et
feedback
volori that is aut
ut voloris simple andnobitas
officit, makes ex
sense

RESULT
Fuel economy
Zipcar’s goals for the
car-as-a-service Prius
offers Gets twice
Zipcars enable
the mileage
city dwellers
compared Since 1996,
Zipcar is theover
world’s
1.7 million
largestToyota
car
droveand
cars engineers
trucks into specific
develop urban
an to similar-size
share cars, increasing
non-hybrid cars sharing have
hybrids service
beenproving
sold leading
the cars-to
entirely
areas fornew automobile
as little as thirty minutes utilization of eachenergy
vehicleinto elec- as-a-service
a reduction ofmodel
9M tons of CO
Captures kinetic ~ 2
Developed control system that
Rental fee includes
optimizes all main-
gas and electric trical energy
Members planwhen
and braking
combine mul- Over 2 million people live within a
tenance and
engine usage gas costs for a tiple auto trips into one, reducingof five-minute walk of
Significantly reduced emissions
Real-time display to inform and CO and NO
2 2
involve drivers on how best to As a result, 50,000 cars have
drive the car been taken off the road

EMPTY
THE BIGSEATS:
AUDACIOUS GOAL: OWNERSHIP
TACKLEFRUSTRATION:
THE ELEPHANT: FEW ALTERNATIVES: GREEN CAN BE GOLD:
PENDING REGULATIONS:
People
Since theonly driveconception,
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have car-sharing members outnumber individual car owners in major cities around the globe. The firm
also to
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offer a hybrid markets
power train thatmodel
for every could potentially support a small fleet of Zipcars —for example,
in the 2020s.
WHAT’S NEXT?

NewGold
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INNOVATION SUSTAINABILITY RESULT

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Rental
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construction all main-
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tenance and gas costs for a A universally
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lifecycle
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a their way in more than 40 countries
A certification system that profes- creating long term rewards for those
sionals want and that developers who meet minimum criteria As a result, 50,000 cars have
want for their buildings been taken off the road

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WHAT’S NEXT?

New Innovation
Microloans for Local Farmers
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Programcar-as-a-service
Zipcar’s offers $10 million offers Supports
Zipcars enable
organic
cityand
dwellers
animal In the two
Zipcar is the
years
world’s
sincelargest
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car
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gram started,
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more local and organic products animal welfare standards 41 people in 18 states live within a
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WHAT’S NEXT?

NewSharing
Car Innovation
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RESULTS
Zipcar’s car-as-a-service offers Zipcars enable city dwellers to Zipcar is the world’s largest car
cars and trucks in specific urban to share
share cars,
cars,
increasing
increasing
utilization sharing service proving the cars-
areas for
urban areas
as little
for short
as thirty
periods
minutes
of utilization
of each vehicle
of each vehicle as-a-service model
time — as little as thirty minutes
Rental fee
tenance and
includes
gas costs
all main-
for a tiple auto trips into one, reducing five-minute walk of a Zipcar
convenient
tenance andand
gasreliable
costs forservice
a fuel consumption and emissions a
AsZipcar
a result, 50,000 cars have
convenient and reliable service been
As a result,
taken off
50,000
the road
cars have

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car-sharing in in Europe
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ing offers the supply strained roads
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of Zipcarsto—universities
for example,
across
Zipcarthe
nowUS.provides its service to over 120 universities across the US.
WHAT’S NEXT?

Authors
Hitendra Patel, Ph.D.

Founder & Managing Director, IXL Center, Professor of Innovation and Growth at Hult IBS
Hitendra is the Founder and Managing Director of IXL Center & Chair of the Inno-
vation and Growth Program at the Hult International Business School. Hitendra
was a senior leader and co-founder of Monitor Group’s Innovation Practice and
was responsible for Asia and Latin America. Prior to Monitor, he was a senior manager at Arthur D.
Little. As a management consultant, he has made lasting impact with all types of companies by
helping them identify new engines for growth and develop their own capacity to innovate. Hitendra
has also helped and published articles at the national and region level on the topic of economic
development in Brazil, India, Indonesia, Singapore, the US and the UK.
Ronald S. Jonash
Director & Senior Partner, IXL Center, Professor of Innovation and Growth at Hult IBS
Ron is a Senior Partner at IXL Center and at Spinnaker Group (a venture capital
firm). He is on the faculty of the Hult International Business School and on the
Advisory board of Arthur D. Little Inc. (ADL). He was most recently a senior partner
of the Monitor Group where he founded and led their Innovation practice and
was founder of IMI (Innovation Management Inc.). For 20 years he was the managing director of the
Technology and Innovation Management Practice for Arthur D. Little worldwide. He was also Chief
Innovation Officer and served on their Technology Investment Board and Management Education
Institute Board.
107 Greenovate!
Tyler McNally
Associate Director & Partner, IXL Center
Tyler is an Associate Director and Partner at IXL Center. He is responsible for project
integration, advisory, and client management. In addition, he is an instructor and
facilitator of IXL’s Innovation and Growth courses and workshops. Tyler is also a ma-
jor contributor to IXL’s innovation content, including innovation research, articles, white papers, and
curriculum. Prior to IXL, Tyler was a case team leader for the Monitor Group, managing projects in the
US, UAE, Saudi Arabia and Iraq. He has worked with the public and private sector on a range of issues
related to national economic development, innovation management, corporate strategy and finance,
and new product development and commercialization.
Mark Rennella, Ph.D.

Principal
Mark earned a Ph.D. in American history in 2001 and has researched and published
extensively on the cultural and business implications of international travel. After
having taught at Harvard’s History and Literature Program from 1997 to 2003, he
finished major projects on the topics of marketing and leadership as a Research
Associate at Harvard Business School. His most recent publication, Entrepreneurs, Managers, and Lead-
ers: What the Airline Industry Can Teach Us about Leadership (Palgrave Macmillan, 2009), offers a history
of the US airlines that investigates the relationship between leadership and industry evolution.

Contributors
Julius Bautista Venkateswaran Kumar

Consultant Analyst
Kyle Baizas Szabolcs Patay

Analyst Analyst
Joanna Chua Prakash Rajasekharan

Consultant Analyst
Samuel Freeman Endre A. Sagi

Principal, IXL Canada Analyst
Dr. Milagros Masini Pradyum Sekar

Principal, IXL Center Principal, IXL Canada
Milena Koleva
Analyst
109 Greenovate!
GREENOVATIONS AT A GLANCE
Greenovations by Geography Greenovations by Theme
28%28% 22%22%
Developed Innovations with a 54%54% Efficiency Producing more for less

24%24%
72%72% Countries central focus in North (e.g. cost reduction)
America, Europe and Renewable Utilizing renewable or
Japan /Natural natural resources to produce
Developing Innovations with a Resources energy and products such as
Countries central focus outside plastics and food
of North America, Waste Finding ways to reduce or
Europe and Japan Management reuse waste
& Recycling
Greenovations by Industry
1% 1%
4%
6% 7%
4%
10%
Telecommunications Consumer Products & Services
3%
Agriculture Energy
3%
Automotive & Aerospace Food & Beverage
4%
Banking & Financial Services Industrial Manufacturing
20%
10% Business Services Leisure & Transportation Services
Computer & Electronics Resource Industries
8%
18%
Construction Retail
Efficiency Renewable/Natural
Efficiency Renewable/Natural Resources
Resources
Developing
Developing Countries Note:
Countries Developed Greenovations
Developed Countries
Countries may be counted inWaste
more than
Waste one&industry
Management
Management depending on their nature
& Recycling
Recycling

IXL Center would like to thank the 2009 MBA candidates
from the Boston Campus of the Hult International
Business School for providing valuable research that
supported the development of this book.
111 Greenovate!
2009 Hult class
Rania Abd El-Salam Kathia Guerrero Ramirez Paula Martinez Shishir Shetty
Astha Agarwal Rahul Gupta Diego Mendes Saki Shigemori
Aina Anibaba Divyan Gupta Subrat Mohanty Yoichi Shono
Douglas Araujo Sunil Gupta Sinora Mordecai Anton Slepenko
Chyabhorn Athaweth-Worawuth Elise Haerle Mark Morgan Santiago Suarez
Eno Atoyebi Masahiro Hamade Raghunath Nadiger Yukiko Teshima
Anjul Bahuguna Osamu Hara Walid Nakad Darsan Thampi
Carlo Enrique Baizas Javier Heighes Preethi Narayan Junya Tomoi
Sandeep Balagangadharan Jessica Hein Carlos Nouel Satyavrat Tripathi
Gianluigi Barletta Hector Hinostroza Acuna Wei Tak Nyou Andrea Uribe
Neli Batista Alexandra Hodgson Ikenna Okechukwu Haritha Vaddadi
Cristiano Caetano Da Cruz Theodoros Ioannidis Dianne Oliphant Laura Mariana Vega Silva
Aimin Cao Irina Ivanova Roque Glenn Omanio Sribabu Venkatapathy
Dilip Chatulingath Dheeraj Jalali Diego Orozco Joao Vilaca
Wan-Hsun Chiu Rakshit Joshi Sherif Osman Edgar Villagomez
Tze Fang Chong Martin Kauer Aristeidis Papathanos Jaime Villegas
Caroline Costa Finan Khim Christian Peric Rafael Vizcarra Carrasco
Andre De Carvalho Jung Sik Kim Francesca Pizzuti Lindong Wang
Maarten De Laet Meranie Kiwanuka Sathish Raju Shunxi Wang
Ricardo dos Santos Milena Koleva Shashi Ranjan Erina Watanabe
Rea Erne Kauer Eugen Krasowski Rohit Rathi Teresa Wu
Guillermo Escarraga Dimitris Krikis Leonardo Ratti Zhongping Xu
Melissa Espinoza Rincon Manoj Kudilingal Arjun Rawat Masayuki Yamada
Claire Fang Mrinal Kumar Paolo Reggio d’Aci Madhu Yeramalli Subraman
Alejandro Fernandez Montes Venkateswaran Kumar Jaime Rincon Atsushi Yoneda
Daniel Frech Mamiko Kuno Rodrigo Robles Fredrick Yoon
Dmitry Gamayunov Jorge Lepervanche Erika Robles Acero Artem Yudin
Yvonne Garcelon Victor Lescano Dmitry Rodionov Luca Zapparoli
Ivo Gasulla Chi-San Lo Unver Sahin Carolina Zapponi
Sudarshan Ghimire Keshav Loomba Maria Camila Sarmiento Salazar Wei Zhang
Miguel Goncalves Mariya Loshkevich Pradyum Sekar Min Zhu
Cornelia Grafin von Westarp Rodrigo Magboo Paras Sharma Yangcan Zou
Ixchel Guerrero Castillo Ernesto Manaure Sameer Sharma
Photo Credits: www.flickr.com/photos/neilbetter, www.flickr.com/photos/erikcharlton, www.flickr.com/photos/adventurespf, www.flickr.com/photos/epioles,

www.flickr.com/photos/peterpearson, www.flickr.com/photos/viriyincy, www.flickr.com/photos/thessaly, www.flickr.com/photos/lrargerich,
www.flickr.com/photos/insmu74, www.flickr.com/photos/hdptcar, www.flickr.com/photos/maskedmalayan, www.flickr.com/photos/alexao, www.flickr.
com/photos/dnorman, www.flickr.com/photos/sidelife, www.flickr.com/photos/bensutherland, www.flickr.com/photos/luc, www.flickr.com/photos/
stephenliveshere, www.flickr.com/photos/lhoon, www.flickr.com/photos/greeblie, www.flickr.com/photos/ricephotos, www.flickr.com/photos/olpc, www.flickr.
com/photos/msvg, www.flickr.com/photos/robinh00d, www.flickr.com/photos/richardwest, www.flickr.com/photos/koffein, www.flickr.com/photos/jurvetson,
www.flickr.com/photos/beigephotos, www.flickr.com/photos/claudiacastro, www.flickr.com/photos/seenful, http://www.flickr.com/photos/topgold

A Note on Sources
This book is meant to stimulate awareness and discussion around the topics of
Sustainability and Innovation.
Factual information in this book including, but not limited to, names, dates,
events, financial information and other numerical data were collected from
third party publicly available sources. These sources include publications: The
Economist, The New York Times, The New Yorker, The Wall Street Journal, and
others; sustainability related blogs and websites, government and non-govern-
ment organizations, company websites and annual reports and others. Where
possible, IXL Center also directly contacted the company to corroborate infor-
mation from public sources.
Other information including analysis, predictions, and assumptions were devel-

oped by IXL Center and may not represent the views of the specific companies
or representatives from those companies.
For any questions, please contact IXL Center.
Copyright © 2010, IXL Center. All rights reserved. No part of this publication may be reproduced or
distributed in any form or by any means, or stored in a database or retrieval system, without the prior
written consent of IXL Center, including, but not limited to, in any network or other electronic storage or
transmission, or broadcast for distance learning.
113 Greenovate!
GREENOVATE!
DESIGN
Opus Design LLC
www.opusdesign.us
PAPER
to Create a More
Sustainable World
GREENOVATE!
FONTS
Stainless, Aptifer
58 trees 2,707 lbs

GREENOVATE!
DESIGN
Opus Design LLC
www.opusdesign.us
PAPER
to Create a More
Sustainable World
GREENOVATE!
FONTS
Stainless, Aptifer
58 trees 2,707 lbs


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Create a More Sustainable World

TYLER McNALLY RONALD S. JONASH DR. HITENDRA PATEL

58 trees 2,707 lbs

To Learn more about IXL-Center, please visit our website at

Big Belly Solar

Companies Innovating to Create a More Sustainable World iii

City of Curitiba, Brazil

Dairyland Power Cooperative

Don Bosco Technical School

Environmental Energy Resources

JCDecaux, City of Paris

Companies Innovating to Create a More Sustainable World v

Companies Innovating to Create a More Sustainable World vii

U.S. Green Building CounCil

Dr. Stephen J. Hodges

Companies Innovating to Create a More Sustainable World ix

Tyler McNally, Ronald S. Jonash, Dr. Hitendra Patel

Companies Innovating to Create a More Sustainable World xi

Creating and enforcing high standards of agricultural production that help to

Companies Innovating to Create a More Sustainable World xiii

... we could create more efficient and environmentally friendly construction

Greenovations create and capture new value by meeting the needs of

Companies Innovating to Create a More Sustainable World xv

Our Contribution to the Literature

Companies Innovating to Create a More Sustainable World xvii

As we mentioned above, idealists have often seen an inherent tension

Secondly, information about green business practices has to be gathered

Companies Innovating to Create a More Sustainable World xix

Insights for Driving Sustainability Innovations

Patience and Timing

Sustainability innovations often require new-to-the-world technologies and/or significant

Passion and Persistence

Creative Business Models

Companies Innovating to Create a More Sustainable World xxi

Insights for Making Sustainability Innovations Last

Do More with Less

Substitute without Sacrificing Performance

Inform and Empower

Companies Innovating to Create a More Sustainable World xxiii

Find the Win-Win-Win

Who Belongs in “Greenovate!” — now and in the future?

For more information, please visit http://greenovate.ixl-center.com

Companies Innovating to Create a More Sustainable World xxv

Companies Innovating to Create a More Sustainable World xxvii

INNOVATION SUSTAINABILITY results

1 Greenovate! © copyright 2010 IXL Center

Companies Innovating to Create a More Sustainable World 2

INNOVATION SUSTAINABILITY results

3 Greenovate! © copyright 2010 IXL Center

Companies Innovating to Create a More Sustainable World 4

INNOVATION SUSTAINABILITY results

5 Greenovate! © copyright 2010 IXL Center

Companies Innovating to Create a More Sustainable World 6

INNOVATION SUSTAINABILITY results

7 Greenovate! © copyright 2010 IXL Center

Companies Innovating to Create a More Sustainable World 8

INNOVATION SUSTAINABILITY results

9 Greenovate! © copyright 2010 IXL Center

Companies Innovating to Create a More Sustainable World 10

INNOVATION SUSTAINABILITY results

11 Greenovate! © copyright 2010 IXL Center

Companies Innovating to Create a More Sustainable World 12

INNOVATION SUSTAINABILITY results

13 Greenovate! © copyright 2010 IXL Center