1. 1. 1 L. Nicole Doucette Career Portfolio Inaction is no longer acceptable. Eric Lowitt,
2. 2. 2 Table of Contents Personal MissionStatement page 4 Introduction page 5 Education Section page 6 Resume page 11 ReferenceSection page 14 ReferenceList page 16 Volunteer History page 17 Professional Affiliations page 18 Career Pathing page 19 Work Samples Successful and Failed Sustainability Marketing page 20 Eco Consulting Marketing Plan page 23 Making Market Work page 36 People will always try to stop you from doing the right thing if it is unconventional. - Warren Buffett
3. 3. 3 Statementof Authenticity L. NicoleDoucette 13752 E.Lehigh Avenue Aurora,CO 80014 July 29, 2013 I attest that the material contained in this portfoliois my original work, andbelongs solely to me. I own all rights connected to these pieces and reserve the right to grant or deny permission to reprint them. L. Nicole Doucette We areseeing the birth ofa new perspectiveof the world, where ecology and economicsare twosides of the same coin. - Leif Johansson
4. 4. 4 At every level the greatest obstacle to transforming the world is that we lack the clarity and imagination to conceive that it could be different - Roberto Unger MISSION STATEMENT Enhance the lives of those I meet in a manner that exhibits mutual respect; continually strive to meet or exceed internal and external shareholder needs and expectations with exceptional and courteous service; remain coachable so I may continue to develop and learn in order to make a progressive, effective and beneficial impact; pursue goals with confidence and an optimistic attitude; leave an imprint for future generations
5. 5. 5 INTRODUCTION Many peopleask me, why sustainability? Sustainability frontier innovationsyield bottom up and top down returns equalinga triple bottom line advantage. Environmentally friendly companiesreduceinputs, generaterevenuesfrom better productsand create new business. My past experienceas a director of operationshas developed managerial proficiency. My transferableskills includecommunication, negotiating, decision making, leadership, problem solving, educatingand time management. I am searching for a CorporateSocial Responsibility position that will allow me the flexibility of addressingissues of sustainability, enact company sustainability trainingand operations, collaborate with differentagencies ensuringthe company iscomplyingwith environmentalregulations. In addition, I expect to be challenged in reviewingand evaluatingthe companyscurrentpractices and if appropriateintroducenew methodsof sustainability practices deliveringvalue. The goal of sustainable development is to enable all people throughout theworld to satisfy their basic needs andenjoy a better quality oflife without compromising the quality of life of future generations no author
6. 6. 6 ACADEMIC/EDUCATION PROFILE DeVry University Bachelor of Science; Technical Management concentration Sustainability Management Anticipated Graduation Date: December 2013 GPA: 3.7 Deans List (dates listed unofficial transcript) The Technical Management program advances technical specialties to facilitate development to supervisory and management positions. Technical Management encompassed: Utilize applied research and problem-solving skills, including presenting recommendations through comprehensive reports, communicating effectively both orally and in writing, and working effectively in leadership and support roles within a team environment. Demonstrate supervisory and management skills needed to effectively lead and support others within a specialty and across business functions. Apply critical thinking skills to identify and evaluate existing processes, identify needs, and structure business approaches by using established methodologies and standards Sustainability Management encompassed: Environmental Economics - concepts of applying economic models to the environment (air, water, land) Sustainability Marketing - analyze marketing functions from a sustainable practices perspective. Education is a human right with immense power to transform. On its foundationrest the cornerstones of freedom, democracy and sustainable human development. ~ Kofi Annan
7. 7. 7 ACADEMIC/EDUCATION PROFILE (cont.) Environmental Sociology - environmental issues as perceived by society, including ideologies, beliefs, economic and gender-based factors that could affect finding and providing sustainable solutions to environmental problems Renewable Energy: Science, Technology and Management - the science and technology behind renewable energy technology while considering the business decisions required to invest in - and manage - systems using the technology Sustainability Management and Administration - skills at managing and administering an organization's commitment to long-term sustainability. Sustainability Operations - operations functions for their role in managing a sustainable organization Sustainable and Energy-Efficient Computing - analyzing information systems for the purpose of designing and developing environmentally responsible options for reducing energy consumption and overall costs to organizations Unofficial Advising Transcript Curriculum Name : L. Nicole Doucette Student Type: Continuing Curriculum Information Bachelor of Science Program: Technical Management College: College of Business & Mgmt Campus: CO Greenwood Village Major: Technical Management MajorConcentration: Sustainability Management ***Transcript type: Advising Transcript is NOT Official *** TRANSFER CREDIT ACCEPTEDBY INSTITUTION Subjec t Course Title Grade Credit Hours Quality Points ENGL 112 Composition PR 4.000 0.00 COMP 100 Computer Apps For Bus W/Lab TR 2.000 0.00 CRLE 12 Gen Cred In Elec and Supt TR 12.000 0.00 CRLG 06 Gen Cred In Gen Ed TR 6.000 0.00 Period: Summer2011 SemesterHonors: Dean's List
8. 8. 8 Subjec t Course Title Grade Credit Hours Quality Points BUSN 115 Introduction To Business and Technology A 3.000 12.00 BUSN 319 Marketing A 3.000 12.00 MGMT 303 Principles of Management A 3.000 12.00 PSYC 110 Psychology A 3.000 12.00 Period: Fall 2011 SemesterHonors: Dean's List Subjec t Course Title Grade Credit Hours Quality Points BUSN 427 Global Issues In Business A 4.000 16.00 ENGL 135 Advanced Composition B 4.000 12.00 MATH 114 Algebra For College Students B 4.000 12.00 Period: Spring2012 SemesterHonors: Dean's List BIS 155 Data Analysis with Spreadsheets with Lab A 3.000 12.00 SOCS 325 Environmental Sociology A 3.000 12.00 Period: Summer2012 SemesterHonors: Dean's List MATH 221 Statistics for Decision-Making B 4.000 12.00 SCI 204 Environmental Science with Lab A 4.000 16.00 Term : September2012 PHIL 447 Logic and Critical Thinking B 3.000 9.00 SUST 310 Renewble Enrgy: Sci, Tech&Mgmt A 4.000 16.00 Period: Fall 2012 SemesterHonors: Dean's List ECON 410 Environmental Economics B 4.000 12.00
9. 9. 9 MKTG 440 Sustainability Marketing A 4.000 16.00 Term : January 2013 MGMT 404 Project Management A 4.000 16.00 POLI 330 Political Science A 3.000 12.00 Period: Spring2013 SemesterHonors: Dean's List Subjec t Course Title Grade Credit Hours Quality Points ACCT 212 Financial Accounting B 4.000 12.00 LAS 432 Tech, Society, and Culture A 3.000 12.00 Term : May2013 Subjec t Course Campus Title Grade Credit Hours Quality Points BUSN 412 Business Policy A 4.000 16.00 SUST 320 Sustainability Mgmt & Admin A 4.000 16.00 Attempt Hours Passed Hours Earned Hours GPA Hours Quality Points GPA Total Institution: 75.000 75.000 75.000 75.000 277.00 3.69 Total Transfer: 24.000 24.000 24.000 0.000 0.00 0.00 Overall: 99.000 99.000 99.000 75.000 277.00 3.69 COURSES IN PROGRESS Subjec t Course Campus Level Title Credit Hours CARD 405 Online UG Career Development 2.000 SUST 410 Online UG Sustainability Operations 4.000 September 2013 Subjec t Course Campus Level Title Credit Hours BUSN 460 Online UG Senior Project 3.000 SBE 430 Online UG E-Commerce for Small Business 4.000
10. 10. 10 ACADEMIC/EDUCATION PROFILE (cont.) Ecotech Institute 2010 to 2011 (transferred 24 credit hours to DeVry University Summer 2011) Renewable Energy Technology fundamentals of renewable energy with a focus in engineering technology, environmental technology, wind and solar technology The Way International, Camp Gunnison LEAD Certificate Leadership, Education, Adventure, Direction Training 2003-2005 Disciplines and skills applied in numerous leadership activities such as leading meetings, planning, coordinate events, outreach and public speaking. Health Enrichment Center - Advanced Practitioner Degree; Lapeer, MI 1992 - 1997 Clinical approaches techniques, physician directed therapeutic sessions (chiropractic, physical therapy, manual medicine, mental health and Russian medical massage); anatomy and physiology; kinesiology, pathology, hydrotherapy; business practices, marketing United States Air Force Technical College - Intelligence Operations Specialist; 1976 Intelligence Operations Specialist Analyze and produce intelligence information; develop and construct target materials in support of combat mission planning and execution; evaluate intelligence information to determine whether it's accurate and then disseminate to appropriate levels of command; create databases for enemy forces, equipment, location and capabilities to aid all levels of command; provide intelligence briefings to commanders and aircrews ; provide information and materials to commanders and mission planners for mission construction and execution
11. 11. 11 Resume Section L. Nicole Doucette 600 West County Line Road, #12-202 Highlands Ranch, CO 80129 LNicoleDoucette@gmail.com 720-420-0905 CAREER OBJECTIVE To strive for excellence with challenging assignments in the areas of Sustainability Strategy, Development and Management by making the most out of innate leadership qualities and acquired transferable skills for the proper development and progressive growth of the firm EDUCATION DeVry University Bachelor of Science; Technical Management concentration Sustainability Management Greenwood Village, CO Degree April 2014 Camp Gunnison LEAD Certificate Leadership,Education, Adventure, Direction Training Certificate; Gunnison, CO 2003-20057 Health Enrichment Center - Advanced Practitioner Degree; Lapeer,MI 1992 - 1997 United States Air Force Technical School - Public Affairs, Intelligence Operations; Certificate; 1976-1977 PROFESSIONAL EXPERIENCE Massage Green Spa, Highlands Ranch CO Dec 13 to present Director of Operations and Guest Services Train, develop, and recruit talent management for the betterment of the operation Professional speaking and leadership demeanor meeting with local businesses and speaking engagements Lead facility by example expecting team to follow suit Standardize a cleanly and organized place of business that is inviting to all guests Manage a team of up 30 employees that include assistant managers, sales associates, massage therapists and estheticians Maintain the daily well-being of facility location through client service excellence Train, develop and hold teams accountable for meeting and exceeding preset management objectives including membership sales percentages, reduction in business turned away, client and employee retention and all corporate promotions that take place throughout the calendar year Develop bi-weekly staff schedules and manage roster to effectively control allocated staff hours to reduce overspend on payroll Resolve client service issues within the same day of occurrence enforcing operational procedures with team reducing and eliminating occurrences Cultivate a team environment that drives profitability through repeat business and membership-based sales Approve payroll batches ensuring oversight and not overspending on unnecessary areas Report directly to franchise owner on all deliverable items Initiate and monitor sustainability practices throughout all departments
12. 12. 12 Massage Envy, Aurora, CO August 2009 December 2013 Therapeutic Massage Practitioner Perform consecutive 50-minute quality massage therapy sessions Design specific sessions based on client's individual needs Educate health and wellness benefits to clients of receiving massage therapy on utilizing wellness plan Create excellent experience for members/guests through friendly and helpful attitude Generate new clientele through promoting member referraland guest pass programs Meet set quarterly percentage requests and sales Lets Coffee Chat, Aurora, CO July 2008 July 2010 Director of Marketing/Public Relations Improved sales representatives training, conducted weekly training sessions Formulated concepts and captured marketing format for client respective business Cultivated client relationships through weekly contact Maintained existing and developed new customers through planned individual account support and liaison Determined, expounded and evaluated marketing strategy based on knowledge of establishment objectives, market characteristics and cost markup factors Formulated, directed and coordinated marketing activities and policies promoting products and services Conducted Discovering New Businessseminars Mentored clients coaching in maximizing Lets Coffee Chat service and achieving a 100% referral based business Chiropractic Lifestyles, Colorado Springs, CO April 2008 August 2009 Marketing Director Researched and scheduled marketing events Organized and coordinated educational seminars promoting Miracle Year for Wellness classes Orchestrated business appreciation weeks for local businesses Structured networking events to promote Chiropractor and services Exceeded monthly sales quota Health Markets, Colorado Springs, CO Feb 2005 Sep 2008 Insurance Agent Consultant / Team Leader Ranked top producer for 12 agent office, achieved team leader position mentoring agents Extensive experience in selling life, health, Medicare,and supplemental types of insurance Visited with policyholders delivered and explained policy, analyzed insurance program, suggested changes Interviewed prospective clients collaborating on specific needs Attended networking events seeking opportunities for contacts and referrals Liaison between underwriter and client Formulated systems for client follow ups SKILLS Proven background in sales with special emphasis on customer care; solid track record in relationship and business management, developing and maximizing new business and marketing strategies; excellent communication, leadership, motivational skills and can interact effectively with clients, business prospects and staff; excel in challenging, fast-
13. 13. 13 paced, high-stress and deadline-oriented environments individually or as part of a team; strong interpersonal skills resulting in exceptional rapport with people initiating, promoting and maintaining strong interpersonal relations; ability to work courteously, professionally, and tactfully with the general public in a variety of circumstances.
14. 14. 14 REFERENCE SECTION I have known Nicole Doucette since 2005 as she worked for HealthMarkets from 2005-2008 as a Health and Life Insurance Representative. I have been consistently impressed by both Nicoles attitude towards her work and her performance on the job. Her interpersonal and communication skills have allowed her to develop productive working relationships with both our clients and our staff. Nicole has the listening and interviewing skills necessary to extract information from our clientele while performing insurance need assessments. Nicole possesses solid writing skills which have enabled her to compose quality correspondence. She also has the analytical skills to diagnose problems and devise viable solutions. Her ability to remain unflustered during frenzied periods proves her ability to work well under pressure. I recommend her for employment without reservation. Please let me know if you need further information. Mr. Robert Pavese Senior Sales Leader HealthMarkets 5510 N Union Blvd Colorado Springs, CO 80918 719.959.0650 From the desk of Mr. Robert Pavese
15. 15. 15 I am pleasedto recommendNicole Doucetteas I believe that Nicoles experience withLets Coffee Chat would complement her careerinSustainability. Nicole was hiredin August 2008 as a trainee and progressedinto the role of Director of Operations. She had a staff of representatives reportingdirectlyto her and her duties includedmaintaining sales through coaching, providing exceptional customer service and followup on customer concerns. She assistedme in Developing New Businessworkshops. To conclude, I was very happy with Nicoles performance as myassistant and would not hesitate to re-hire Nicole. I believe her experience in working with our clients, her in-depthknowledge of educating consumers, and her ability to communicate effectivelymakes her a strongcandidate for the sustainability field. If you have any questions or concerns regarding Nicole please contact me directly at 720-482-9000. Demerique Novak Founder GOBNX/Lets Coffee Chat P.O. Box 2126, Monument, CO 80132-8986 From the desk of Mrs. Demerique Novak
16. 16. 16 REFERENCE LIST Personal Contact Information L. Nicole Doucette 13752 E. Lehigh Avenue, Aurora, CO 80014 720.998.7645 LNicoleDoucette@gmail.com References Mr. Alexi Sarchett Personal Insurance Director American Income Life 52 Milton Street Colorado Springs, CO 80918 719.907.7186 Mrs. Nancy Hemsley Operations Director Morgan and Rogers Dental Group 1001 Route 20, Suite 210 Colorado Springs, CO 80918 719.543-2209 Ms. Katherine Pearson Owner Plymouth Flower Shop 108 Fifth Avenue Plymouth, MA 09764 534.890.7532
17. 17. 17 VOLUNTEER SECTION Ministry Volunteer, July 1985 August 2005 The Way International Responsibilities Fellowship coordinator leadership responsibilities Met with immediate leadership twice a month Conducted home fellowship meetings two days per week Large Meetings: coordinated physical set up Taught groups between 20 to 100 attendees Planned ministry weekly and monthly calendars and schedules Outreach activities Counseling sessions; oversee members physical, mental, and spiritual well-being Trained assistants for expansion Provided support to ministry teams in performing activities Identified volunteer opportunities within the ministry Assisted in recruitment and training of volunteers Educated volunteers about church vision and goals Familiarity with ministry event management procedures and non-profit fundraising Wide knowledge of human-management and organization-management Ability to conduct fundraising events Ability to work coordinately with other volunteers Ability to volunteer independently and in teams Coordinated and executed church events. Performed donor prospecting and communication activities Managed grant research and tracking operations Completed financial administrative forms Without community service, we would not have a strong quality of life. It's important to the person who serves as well as the recipient. It's the way in which we ourselves grow and develop. ~Dr. Dorothy I. Height, president and CEO of the NCNW
18. 18. 18 PROFESSIONAL AFFILIATIONS Think TQ Member since 2008 TQ is a measurement of Time Quotientyour ability to produce results over time. Daily TQ Smart Challenge, TQ Seminars and ongoing training improving performance and accelerating potential equaling high expectations and brilliant execution. The Pacific Institute since 2010 The Pacific Institute is an international corporation specializing in performance improvement and professional growth, change management and leadership development. The guiding principle of The Pacific Institute is that individuals, during their lifetime, have a virtually unlimited capacity for growth, change and creativity. Mastering your Potential class in 2010; member of Winners Circle Network Associated Bodywork and Massage Professionals (ABMP) since 1992 ABMP serves the massage therapy community through practice support, ethical standards, legislative advocacy, and public education. South Metro Denver Chamber of Commerce since 2011 Attend networking sessions and community service events Forwardthinking companies that adapt positively to the sustainablebusinessagenda will beat the forefront of resource productivity, reducing waste and of environmental reporting. They andtheir management teamsmake things happenahead of their competitors - Michael Meacher, Environment Minister (addressing ENVEC, October 2002)
19. 19. 19 CAREER PATHING ONE YEAR GOAL Find a sustainable management position at a company where I can progress and take on new challenges over time. Ultimately I would like to assume more executive responsibilities and immerse myself in sustainable strategy. Most importantly I want to work for an organization where I can build a career. TWO YEAR GOAL Having increased my skill level enough, I would embrace the opportunity to coach others how to incorporate sustainable strategies. I have a passion for sustainability and I have found that I really enjoy mentoring colleagues, so I would be overjoyed to be able to combine the twocontinuing to work in a sustainability role with training or mentoring component to it. TEN YEAR GOAL Considered an authority having mastered corporate sustainable practices; contributing value and assuming escalated projects. Continue enhancing my skillset and involvement in NGOs and political associations. Sustainability in business is no longer a quaint subject relegated to the philanthropy department. Its an emerging requirement for companies from markets, investors, and stakeholders and as such it is developing its own tools and standards. GreenBiz.com
20. 20. 20 WORK SAMPLES Successful and Failed Sustainability Marketing L. Nicole Doucette DeVry University Sustainability Marketing MKTG440 Ayesha Kamal November 9, 2012
21. 21. 21 Consumers are embracing environmental products and services. The number of Americans who say they almost always or regularly buy green tripled from 12% in 2007 to 36% in 2008 (The Green Market Oracle, 2010). That is a 24% increase in one years time during the beginning of a recession. This percentage has not diminished and continues to grow as consumers demand environmental products and services. It is crucial that businesses and service industries include sustainability marketing in their protocols. Insufficient sustainability marketing can profoundly undermine a companys ability to survive. General Motors, an American icon, is an example of insufficient sustainable marketing having lost their market focus. The major myth is that GM is just one more victim of the current global downturn. Not so for General Motors, whose legacy of annual cash losses in high-growth, car-market years has left it with little or no cash to deal with the downturn (More, 2009). GM developed the Chevrolet Volt electric/gas hybrid car in 2007. A major issue facing this particular model is that the Volt is strictly a plug in car. Our transportation system currently does not have recharging areas should one need to recharge their Volt. In addition, the advertisements for Chevy Volt are not much different than the ads they have for their other models or most car advertisements on the whole. It does not distinguish itself as an environmentally sound car. Toyota is one of the world's largest auto manufacturers. The Prius model has become the best-selling hybrid vehicle in the United States. Toyotas sustainability marketing appeals to the environmentally conscious consumer. In 2005, Toyota budgeted 50 million dollars into its hybrid vehicle advertising campaign, which dwarfed any other auto maker, according to Advertising Age. Another example of Toyota's eco-marketing came through a commercial that aired during the 2007 Super Bowl, showcasing Toyota's "Hybrid Synergy Drive." This system allows the driver to constantly monitor the amount of energy drawn from its electric motor, as opposed to the less eco-friendly gas motor (Rottkamp, 2010). Toyotas sustainability marketing includes strange music, dancing suns, frolicking fields of grass, and young children dressed as flowers engaging consumers in the environmental experience. Business and society are no longer different entities but intertwined. Realizing the new business-as- society paradigm will require the efforts and ingenuity of organizations across sectors and industries. It will
22. 22. 22 challenge the current generation of business leaders to apply their hard-won knowledge to novel problems and the next generation to cut their teeth on issues of unprecedented importance and complexity (Bansal, 2011) . The twenty first century has a new marketing landscape, one that must entail sustainability marketing in order to succeed. Works Cited Bansal, L. &. (2011, Jan/Feb). THETOP TENREASONS WHY BUSINESSESARENT MORESUSTAINABLE. Retrieved November 9, 2012, from Ivey Business Journal: http://www.iveybusinessjournal.com/topics/social- responsibility/the-top-ten-reasons-why-businesses-aren%e2%80%99t-more-sustainable More, R. (2009, May/June). HOW GENERALMOTORSLOST ITS FOCUS AND ITS WAY. Retrieved November 9, 2012, fromIvey Business Journal: http://www.iveybusinessjournal.com/topics/strategy/how-general- motors-lost-its-focus-%E2%80%93-and-its-way Rottkamp, R. (2010, September 10). Examples of Companies that PracticeEcoMarketing . Retrieved November 9 , 2012, fromLivestrong.com: http://www.livestrong.com/article/252851-examples-of-companies-that- practice-eco-marketing/ The Green Market Oracle. (2010, March 27). Consumers Continue to Embrace the Burgeoning Green Market . Retrieved November 9, 2012, fromThe Green Market Oracle: http://www.thegreenmarketoracle.com/2010/03/consumers-are-embracing-burgeoning.html
23. 23. 23 TABLE OF CONTENTS 1. Executive Summary page 4 Sustainability Market Opportunity Outlineof Products and Services Portfolio page 5 Financial Summary page 5 2. Company Description page 6 3. Strategic Focus and Plan page 7 Vision Core Values Mission Goals: Non-Financial & Financial Core Competency & Competitive Advantage 4. SituationAnalysis page 8 SWOT Social Factors Economic Factors Technological Factors page 9 Competitive Factors Regulatory Factors Additional Factors Chart page 10 Consumer Analysis page 11 Competitor Analysis Industry Analysis Company Analysis page 12 Proposed by: Submitted to:
24. 24. 24 5. Product Market Focus page 13 Marketing and Product Objectives Target Markets Points of Difference Positioning page 14 6. Marketing Program page 15 Product Strategy Price Strategy page 15 Promotion Strategy Place Strategy 7. Financial Data and Projections page 16 Past Sales Revenues Five Year Projection 8. Organizational Structure page 17 9. Implementation Plan 10. Evaluationand Control page 18 Conflict & Resolution 11. Bibliography page 18 1. EXECUTIVE SUMMARY Natural Elements Eco Consulting will afford consumers renewable and sustainable options. We can offer products to residential and commercial users that will not only increase Natural Elements profits, but allow its users to live a greener lifestyle. With the growing concern for protecting the environment, Natural Elements can become a frontrunner in this progression. SUSTAINABILITY Twenty-five percent of Americans prefer environmentally conscious products. Natural Elements is known for both its innovation and ability to promote new products through its popular marketing strategies. Natural Elements has the power to not only raise awareness of environmental issues, but also enable consumers to fulfill their part in sustainability by purchasing the eco-friendly products that Natural Elements offers. MARKETOPPORTUNITY In general, most people do not have additional time to research all of the elements that entail environmental sustainability. They have a genuine concern to contribute in environmental sustainability; however, due to time constraints are unable to research and implement options in greening their home or business.
25. 25. 25 The most economical and greenest source of power in the Unites States may not be solar or wind, but the energy saved by being more efficient. Most buildings in the Unites States waste energy on lighting, heating, and cooling, as well as wasting water. In addition, our built environment and their furnishings can emit un-healthful substances like formaldehyde, creating health risks. All of these inefficient buildings (residential/commercial) are loaded with opportunities to do better. There is growing interest among homeowners and small business owners in wasting less energy and greening, but many are still confused by the wide choice of products available. More people want to switch out old incandescent light bulbs in favour of more efficient compact fluorescent light bulbs (CFLs), but not every bulb is the same and some bulbs flicker, light up slowly, or emit a harsh light that turns people off. To bridge the gap between growing interest in greening our homes and businesses, and the lack of knowledge of how to get there, Natural Elements will provide an evaluation recommending a variety of green changes in a 1-2 hour Green Makeover. The Unites States population are in the beginning stages of living in an eco-friendly way. Natural Elements gets the process started, and from there it can go in many different directions. If the consumer desires a deeper level of energy efficiency a network of professionals has been developed in order to satisfy intricacies including solar, wind and geothermal platforms. OUTLINE OFPRODUCTS ANDSERVICES PORTFOLIO: Residential or Commercial Green Evaluation Recommendations room by room list PureWash Eco Friendly Laundry System PureAir Air Purification System PureHeat Heater and Humidifier Energy Conservation: Heating, Air Conditioning, Phantom Power, Energy Monitor, Dryer, Weatherization Energy Efficient Lighting Water Conservation: Indoor and Outdoor; Water Purity Toxic Free Living, Indoor Air Quality Recycling and Waste Reduction Carbon Footprint Reduction Safety: Carbon Monoxide and Radon analysis Green Business Certification Financial Summary Natural Elements sales strategy is three tiered. First, the company will plan on achieving first year direct sales of $290,000.00 in the target market. Secondly, the company will plan to achieve a more profitable level of sales equal to 25% of better years two through five. Thirdly, the company plans to aggressively promote its services with higher profit margins to allow for maximized profits. In the second half of 2011 Natural Elements plans on breaking even. In years two through five the company will become more profitable as contracts and clientele increase and as the company learns to become more efficient in operations. The initial startup expense for Natural Elements include: capital $75,000, marketing $25,000, and
26. 26. 26 business support $5,000. Capital funds will be used to purchase office space, specialized software, and field vehicle. Marketing funds will be used for trade show booth design, trade show attendance, company apparel and various print materials and advertisements. Business support funds will be utilized to hire an accountant. In order to properly fund the startup of Natural Elements, the financing package consists of personal equity, federal assistance and traditional borrowing. Nicole Doucette will contribute a total of $30,000 or 30% of the project's total capital costs. Federal Environmental will be approached to invest $30,000 or 30% of the project's capital costs. The remaining balance of $15,000 or 20% will be financed by a commercial bank over a four year term. COMPANY DESCRIPTION Natural Elements is a business and residential eco consulting company. Nicole Doucette, founder, has been in the educational environment the past year studying Renewable and Sustainable Energies. She is presently enrolled at DeVry University working on her Technical Management Degree with an emphasis in Renewable and Sustainable Energy, having attended Ecotech Institute the past year. Anticipated graduation from DeVry University is July 2012. Natural Elements purpose is to bridge the gap between the mounting interest in going green and the lack of knowledge of how to get there. Natural Elements will bring education in shifting to a greener lifestyle. While most consumers wish to contribute to the green movements, a variety of factors can hold them back from taking the sustainability plunge. There is an overwhelming amount of information accessible and consumers are overwhelmed by the volume of eco-conscious changes to learn about and need to be made for both their homes and businesses. This large number of people would benefit greatly from a simple eco-friendly consultation and plan of direction from an eco-consultant. Using an integrated process that is environmentally responsible and resource efficient throughout homes, buildings or companys life cycle, Natural Elements will provide the tools and means to: energy conservation, energy efficient lighting, water conservation and purity, toxic free living, indoor air quality, recycling and waste reduction, carbon offsets, green cleaning and additional services as the need arises. Green Business Certifications and Green Home Certifications will be presented as they attain certain levels of their green plan. At this time there is very little competition in the Eco Consulting service in the Denver area. Natural Elements will enable the communities to become more aware by offering eco consulting services, follow ups, and various fundraisers in the local area.
27. 27. 27 2. STRATEGIC FOCUS AND PLAN VISION Natural Elements is dedicated to assist eco-minded individuals create an environmentally green community by assisting consumers acquire the education, skills and resources necessary to enhance their existing structures in a cost efficient manner. Small business is integral providing the economic foundation our United States desperately requires. Within five years, Natural Elements will have evolved in providing employment to the Denver local economy with an additional vision of franchising. COREVALUES Service Integrity Quality Diversity Shared Purpose Stewardship of Resources MISSION Market eco-consulting for business and residential consumers by providing a simple step by step plan of sustainable options within their facilities (rooms in homes) with an end result of a return on investment GOALS Nonfinancial goals 1. Educate the how to save thousands of dollars on expenses by making easy changes to homes/businesses and lifestyles without turning going green into a hobby 2. Hold no-cost GO GREEN Workshops in surrounding communities, which provide some of the information otherwise available in one-on-one consulting 3. Sponsor Green Fundraisers for non-profit groups looking for an eco-friendly way to raise funds Financial goals 1. A more diversified revenue base 2. Attractive economic value added performance 3. Attractive and sustainable increases in market value CORE COMPETENCY AND COMPETITIVE ADVANTAGE Natural Elements has the exciting challenge of how to provide smaller organizations with the resources they need to understand how to make sustainable home and business practices the driver of their success. Competitive advantage will be gained as a technological leader with the benefit of significant occupancy of small business and residential market segments. 4. SITUATION ANALYSIS The SWOT (Strength, Weakness, Opportunities, and Threats) analysis provides a brief description of the present environment in which Natural Elements is operating. This is a quick overview of our position among internal and external forces influencing our operating strategies.
28. 28. 28 Internal Forces Strengths Weaknesses Innovative alternatives Upcoming competition ROI solutions Deficient capital High depth of product line Lack of exposure Green evaluation recommendation checklist Absence of a working team Individualizedservices No inventory in stock Opportunities Threats ExternalForces Little to no local competitors Consumerslack ofgreen understanding Personalized one on one meetings Develop sense of urgency regarding environmental categories Service, support and ongoing green tips news page Economic downturn Referral networks in place Terroristic activity SOCIAL FACTORS Joe Scarborough(Morning Joe, MSNBC) continues to admonish lets start the discussion regarding where our world sits in environmental issues. The continued buzz regarding green technology can only present a great opportunity for an eco-consultant. As Americans continue to hear about the issues that continue to present themselves, they will embrace solutions to a greater degree. ECONOMIC FACTORS The economic scale also provides an opportunity for Natural Elements. Solar, wind turbines and geothermal systems continue to decline in pricing making it more affordable for the consumer. Many facilities are opting to retrofit their existing buildings, again a very affordable option rather than installing a total solar field. There are many incentives in place from the Federal Government providing finicial rewards for consumers to take the leap into greening their homes or business facilities. TECHNOLOGICAL FACTORS Technology continues to make tremendous strides in the green sector. As with any technological devices, new products could possibly have a high price tag associated with it. However, as with the IPhone, wait a few months or so and the price decreases. COMPETITIVEFACTORS Competition would increase the amount of exposure and marketing funding Natural Elements would
29. 29. 29 require. Green social entrepreneurs are certainly creating an environment for high competition as they are poised to compete with small green business entrepreneurs. On a larger scale, Norway has just opened a solar plant in Castle Rock and Ikea will open their Centennial store in just a few days. Europe has been practicing green living since the Cold War and certainly have an in depth understanding of the effects of green living and green business practices. In the United States we are just scratching the surface. REGULATORY FACTORS Regulations tend to threaten Americans and they certainly do no want their lifestyles dictated. It is threatening to be told that by 2020 Denver will be utilizing 20% renewable energy off the grid. Not everyone wants to put in whatever updates will be required in their home to meet this particular regulation. CFLs are slated to replace all incandescent lighting, again, not everyone utilizes CFLs and are reluctant to change especially when dictated.
30. 30. 30 CONSUMER ANALYSIS The primary target market for Natural Elements will be in the Denver proper city limits, as well as, surrounding suburbs and rural areas. Restrictions are unlimited as consumers are in a position to begin sustaining their residences. Businesses are also positioned to gain green certifications. Income levels will be a factor in target market strategies on a demographic level. Other factors are more relevant in determining a target market such as lifestyle, behaviors, etc. Consumers, who are very progressiveon environment and society issues and searching for ways to do more, will be a high priority in strategically marketing the consulting service. These consumers tend to not be concerned on price points and have made a commitment to green lifestyles. In addition, there is a demand for understanding how to move into a renewable and sustainable lifestyle where consumers who wish to make a change do not have any idea on how to accomplish this level of lifestyle. Natural Elements will provide a room by room analysis with a detailed checklist in categories such as: Energy Conservation, Energy Efficient Lighting, Water Conservation, Water Purity, Toxic Free Living, Global commitmenttosustainability Demandforenvironmentallysustainablesolutions Emergingtrendsincorporate social responsibility Offerings Environmentallyfriendlymeasurestocostenergyconsumption Economicstimuluspackage;greenceritifications,EnergyStar Maximize costeffectivenessof renewable resources Marketing Integratingnatural gasintorenewable energysystems Affordable LEDtechnology Low cost greenbuildingandretrofitsManufacturing GreenSocial Entrepreneursonthe rise China, Germany, IndiaandBrazil gainingleadership positionsinsolar, windandbiofuels Emerginggreenbusinessconsultingservices Research and Development Federal, state, andutilityincentivesforrenewable generation Regulationsrequiringcommunitiesat20% off the grid Requirementsinplace fromincandescentlightingtoCFL Finance
31. 31. 31 Indoor Air Quality, Recycling, Waste Reduction, and Carbon Footprint. In addition a small fee for servicing products purchased will be included in the checklist. Consumers will achieve a Green Certification as initiatives are completed. Green workshops and fundraisers will enhance the education process for consumers as they do not wish to be a green hobbyist but have a source that can educate them. COMPETITOR ANALYSIS In this decade and the coming century, the natural environment will be an important arena for economic competition. Ecological issues regarding energy, natural resources, pollution, and waste offer competitive opportunities and are changing the competitive landscape. Small firms are able to compete by specializing in regional markets or particular areas of expertise having the advantage of providing a wide range of environmental expertise and can thus offer "one-stop shopping" for clients. Environmental technologies are being adopted widely and are collectively affecting the competitive landscape. They permit firms to remain competitive in global markets, reduce costs and production times, and enhance strategic flexibility. In some cases environmental technologies are the source of cost reduction. The Denver, Colorado community has little competition as the only other company services large corporations accomplishing large scale inspections, such as mold. The road is completely open for a small business to service residences and small business facilities. INDUSTRY ANALYSIS According to Kevin Doyle, president of Green Economy, a Boston-based firm that promotes an environmentally healthy workforce, the green industry in the United States in 2005 was about $265 billion employing 1.6 million people in an estimated 118,000 jobs. This information was adapted from the Environmental Business Journal, he says, and does not include the organic industry. Green businesses have also been growing at a rate of about 5% annually during the last three years, Doyle says. Two particularly hot areas are global carbon credit trading, which doubled to $28 billion from 2005 to 2006, and construction and services associated with ''green buildings'' that meet industry standards set by the U.S. Green Building Council. Today, the green building industry is worth $12 billion; 10 years ago, it was unquantifiable. (http://www.forbes.com/2007/07/02/environment-economy-jobs- biz_cx_bw_0703green_greenjobs.html) COMPANY ANALYSIS Natural Elements is in the introduction stage (soft launch) of its marketing strategy. Nicole Doucette, founder, has been involved in sustainable products for the past 10 years. She was introduced to sustainable concepts after suffering from migraines for many years. After purchasing a PureAir unit, her migraines began to diminish and she became educated in the quality of indoor air. This curiosity of self- educating opened doors to many avenues of the sustainable environmental community. Consumers need to have a one stop source who understands the variables that enhance green living. In addition, receiving a return on investment allows the products to basically sell themselves. These ROIs are documented from utilizing their past utility expenses, current products, etc. and comparisons reviewed on a monthly basis for the first 3 months of usage. 5. MARKET PRODUCT FOCUS MARKETING AND PRODUCT OBJECTIVES
32. 32. 32 Natural Elements objective is to educate consumers understand why it is so important to Go Green, then providing a workable roadmap for them to follow in order to change their personal and business lifestyles. Going Green is an incremental process. As with many other efforts, there will be easily attainable action steps and more advanced requirements. It is impossible to say how far along the Green path any one should travel, but a focused effort can have a meaningful impact. There has never been a more appropriate time to Go Green. Its value is recognized more so than ever before. Natural Elements will collaborate to accomplish this essential objective. Natural Element carries a variety of products. The PureWash, PureAir, and PureHeat systems are portable, affordable, state of the art products. Our portfolio includes products for lighting efficiency, recycling and waste, energy efficiency, water quality and more. We work with many suppliers ensuring the right product to meet the demand of the consumer. Should the consumer desire a more intricate level of renewable energy, a network of contractors is in place to satisfy solar, wind or geothermal systems. TARGET MARKETS Green consumers carry some common characteristics. They have common attitudes and beliefs: a commitment to green lifestyles; critical of their own environmental practices and impact; searching for companies that incorporate green practices; overstate their green behavior; want environmental protection to be easy; lack knowledge about environmental issues but eager to learn. As we are in are startup phase, marketing strategy will target residential and facilities that use washing machines i.e. Massage Envy, hospitals, etc. (Refer to chart below for additional target markets). POINTS OF DIFFERENCE Natural Elements features green home and office makeovers. Consumerswill be provided with detailed recommendations, a roadmap, after an in depth tour of their home or office. These recommendations will offer immediate steps which can be taken. The major topics covered in the Green Makeover include: energy conservation, water conservation, water purity, indoor air quality, toxic-free living, energy efficient lighting, recycling, waste reduction, and safety and emergency preparedness. With electric, gas and water costs going up, investments to conserve in these areas also make great financial sense. Consumers can save thousands of dollars by just making a few small adjustments. For example, energy-efficient light bulbs can cut your electric bill significantly, and low-flow shower heads can save thousands in reduced utility costs to heat wasted hot water. In addition, businesses can attain a Green Business Certification. Along with the consulting service, local clients receive a three-month membership to Natural Elements database. This extensive, green database allows clients to research green-focused questions that may arise after the initial Green Makeover. It also allows clients the ability to submit questions to Natural Elements for an answer to any question not covered in the database. Clients will receive Innovations, a single page monthly news brief, including relevant topics that require little to no funding to incorporate. Go Green workshops will be offered in the community. Topics will be shared on how to incorporate a more sustainable lifestyle including guest speakers. Ideas will include actions that do not cost a penny. Other changes require a small investment to earn big dividends. Green fundraisers, benefitting local community charities, will be held. POTENTIALCUSTOMERS POINTS OF DIFFERENCE Residential Checklist walk through; green certification
33. 33. 33 POSITIONING Natural Elements aspiration is to be known as the expert in simplifying environmental sustainability for homes and businesses. Our aim is to have a large referral based business. The portfolio of products allows consumers to pick and choose which areas they are interested in greening with a plan of action for additional revenues to be gained with repeat business. With the many fundraisers planned, Natural Elements can gain exposure being a part of the solution in bettering our local community. 6. MARKETING PROGRAM PRODUCT STRATEGY The core of product strategy is the one-on-one home/facility walk through. There is a fee for this service as it shows their genuine level of interest. From the checklist of recommendations, their road map, products can be discussed. PRICE STRATEGY Natural Elements seeks to gain profits; specifically, maximizing current profits. Measurements will be accomplished on a monthly basis. Sales will be the major factor in gaining profits with service as a secondary factor. Since Natural Elements is in its startup phase a monthly review will enable the company to determine price point objectives and adjust prices once sales and profit figures are plotted and analyzed. recommendations Baby Boomers Lighting, Air, Water, Energy, etc. affordable user friendly products, installation and service, onepoint of contact, utility usage comparisons Households w/Children AIR PURIFICATION: Concerns of H1N1, flu, asthma; GT3000 addressesall of these in sanitizingto the point of 99% effective; also addressE. coli, mold and otheraircontaminants Home Based Business Energy conservationaddressing lightingand vampire powerwith energy comparisons, onesource contact Commercial Checklist walk through; green certification recommendations Hospitals, Massage Clinics Pure Wash: unit attached to washer requires no detergent, bleach orhot water; saves green on environment and expenses Salons Air Purification: customers services enhancedwith lack of toxic smells from hair dyes, nail fumes, etc. POTENTIALCUSTOMERS POINTS OF DIFFERENCE Schools/Child care facilities AIR PURIFICATION: Concerns of H1N1, flu, asthma; GT3000 addressesall of these in sanitizingto the point of 99% effective; also addressE. coli, mold and otheraircontaminants; Air certification value proposition for attaining new clients
34. 34. 34 PROMOTION STRATEGY Create awareness in the community by sponsoring water conservation workshops which will, in turn, peak consumers interest in the PureWash benefits. Offer consumers a one week trial of the PureWash system allowing them to evaluate attributes of eliminating the use of bleach, hot water and laundry detergent. The system sells itself; once in use the customer will understand firsthand the benefits of utilization in saving money and contributing to a holistic environment. A walk through can then be accomplished as most consumers will ask what else do you have? Workshop venues will be posted on Facebook.com and Meet-up.com two weeks prior to meetings. In addition, emailing to Chamber of Commerce members and Massage Envy locations will be included in the distribution. Invitation will include a reservation link in order to anticipate guests. Once consumers have purchased a system, follow-ups will be coordinated on client referrals. An Eco Friendly public announcement will be aired in conjunction with meeting dates. Glossy prints of the promotion will be distributed in the Sunday Denver Post every other week for six months. PLACE (DISTRIBUTION)STRATEGY At present Natural Elements operations are in a virtual capacity. Interactions are accomplished via telephone, email, social networking sites. Chamber of Commerce networking events and Meet-up.com meetings add another layer in distribution. Establishing relationships is key in eco consulting as consumers have to establish a trust factor. 7. FINANCIAL DATA AND PROJECTIONS PAST SALES REVENUES There are no past sales revenues as Natural Elements is in its initiation stage with a soft launch set for September 2011. FIVE YEAR PROJECTIONS The starting point for Natural Elements is the home/facility green evaluation. The fees are: Commercial Environmental Walk through - $ 300.00 Residential Environmental Walk through - $ 150.00 The customer will receive a portfolio with environmental recommendations in which they can determine implementation time frame. Service on products purchased is included in the fee, as well as, no cost building and equipment revisions they can execute themselves. The fee is well worth the amount of information they will receive and the consultants time. The five year projections are based on 10 presentations per week (5 business and 5 residential) for the first year and a 25% increase subsequent years. We will employ one additional person each year who will receive a commission based salary. Calculations are based on break-even point with 50% (conservative figure) of meetings purchasing green products at an average of $500.00 for residential and $1000.00 for businesses.
35. 35. 35 8. ORGANIZATIONAL STRUCTURE Natural Elements is owned and operated by L. Nicole Doucette. She is actively involved in the South Denver Chamber of Commerce acting as the Chambers Director of Operations Assistant on a part time basis. With her affiliations she has built relationships within her sphere of influence. As she believes in small business building our local economy, she plans on hiring staff in the second year of operations consisting of sales and an assistant continuing in this vein until there is a staff of fifteen employees. 9. IMPLEMENTATION PLAN The kickoff of Natural Elements will begin with the PureWash Eco Friendly Laundry System. Workshop venues will be posted on Facebook and Meet-up.com two weeks prior to meetings. In addition, emailing to Chamber of Commerce members and Massage Envy locations will be included in the distribution. Invitation will include a reservation link in order to anticipate guests. Once consumers have purchased a system, follow-ups will be coordinated on client referrals. An Eco Friendly public announcement will be aired in conjunction with meeting dates. Glossy prints of the promotion will be distributed in the Sunday Denver Post every other week for six months. Pretests will be conducted at various HOAs (Home Owners Associations) inviting the home owners community for the workshop and free trial. As these meetings are conducted adjustments to the promotion will be adjusted as dictated. Post testing will be directed to same testing market enabling Natural Elements to adjust changes as necessary. The message remains the same regardless of promotional venue: Eco Friendly Laundry Systema consistent, self-explanatory tag line establishing PureWash branding recognition along with the logo. The soft launch of Natural Elements will encompass advertising components of radio, newspapers, internet and direct mail. Initial meetings with local radio stations have proved beneficial as directors are embracing the environmentally friendly message. Most have agreed to a public service announcement detailing workshop meetings, not the PureWash System as this would enter into a product and funding would be necessary to broadcast. The Denver Post promotional glossy prints will be included in the $- $100,000.00 $200,000.00 $300,000.00 $400,000.00 $500,000.00 $600,000.00 $700,000.00 $800,000.00 2012 2013 2014 2015 2016 Eco Product Sales Forcast Sales
36. 36. 36 Sunday distributions and run every other Sunday for six months. The prints will include a call to action as potential guests will have to log in and reserve their spot at Meetup.com. Utilizing Facebook.com and Meetup.com sites will create a buzz. These advertising venues are basically no charge and can reach communities in a diverse manner. A link on Facebook.com will enable guests to reserve their spots on Meetup.com entailing details of the workshop. Other media advertising will include Chamber of Commerce networking events with email follow-ups (including current members). This campaign does not entail a major funding from the advertising budget in the soft launch enabling funding to accumulate once sales progress. The coordination of radio and newspaper release, along with internet exposure, should gain community awareness in the PureWash System. 10. EVALUATION AND CONTROL Natural Elements mission is to market eco-consulting for business and residential consumers providing a simple step by step plan of sustainable options within their homes and facilities with an end result of a return on investment. When goals are unmet, remediation procedures will be implemented as follows: CONFLICT/RESOLUTION 1. Upcoming Competition - continue branding Natural Elements as the expert in community eco- consulting companies. Researches said companies for comparisons and emphasize Natural Elements points of difference. 2. Deficient Capital - sell personal assets in order to gain needed capital including personal home, stocks, bonds, etc. 3. Lack of Exposure increase marketing strategies to include television exposure 4. Accelerated Growth training manuals in place to train quickly but effectively; rent storage space and keep inventory in stock rather than drop shipping 11. BIBLIOGRAPHY Wingfield, B. (20071, July 7). For Job Market, Green Means Growth - Forbes.com. Retrieved August 17, 2011, from Forbes.com: http://www.forbes.com/2007/07/02/environment-economy-jobs- biz_cx_bw_0703green_greenjobs.html Making Markets Work The Making Markets Work reading was eye opening. All in all, I agree with the information provided. There are many elements to this discussion and I would like to respond with my personal thoughts and observations on a few of the topics. Politics! I believe they are closely tied to markets. Lets start with campaign funding. Candidates from both parties depend on large private contributions versus small donations. The business sector provides an exorbitant amount of money to campaigns. Encouraging legislative bodies to favor their agenda: ExxonMobil spent about $6.7 million on federal lobbying in the last quarter of 2009, Chevron increased its spending on federal lobbying by 60 percent during 2009, ConocoPhillips federal lobbying more than doubled between 2008 and 2009 and BP spent about $16 million on federal lobbying during
37. 37. 37 2009, an increase of 53 percent compared to its 2008 spending. (Beckel, 2011). As these companies lobby and contribute to campaign funds they protect their profits, receive tax breaks, move their interests and damper the renewable and sustainable energy business sectors. It seems we have surpassed Maslows Hierarchy of needs water, air, nourishment, sleep. Looking at the animal kingdom there is no evidence they live in a state of dissatisfaction. They are content with what they have. What drives us to materialism? I suppose it is the constant bombardment of marketing; however, we still have free will. We dont have to succumb to the newest, biggest, better this and that. And it doesnt make us any happier or better, our materialism, or sense of entitlement to materialism, continues to erode the earth as we have to dispose of the biggest, newest gadgets at some point and contributes heavily to the carbon footprint. We are very intelligent as we have devised every gadget known to man and continue on this quest but cannot seem to figure out how to capture energy from solar and wind. In addition, in order to live on a sustainable level it costs so much more than the way we live now. As I was having this discussion with a local contractor, he indicated that these high costs are not in line with what it costs to build. Another ploy to gain more money and discourage a sustainable way of life advancing us into greater materialism. Businesses need to include environmentalism in their strategic business plans. It has to be accomplished with intention of eliminating waste and toxicity. The European Union is poised to mandate ESG (environmental, social, and governance) reporting within the next year, a significant step toward mandated integrated reporting. A sustainable society requires the vast majority of its companies to have sustainable strategiesdefined as those that create value for shareholders over the long term while meeting the needs of other stakeholders and not taking excessive or uninformed risks. Integrated reporting is both the most effective way to communicate a companys performance in implementing a sustainable strategy and a form of discipline to ensure that it has a sustainable strategy in the first place (Krzus, 2010). Its time for a change - Insanity: doing the same thing over and over again and expecting different results. Albert Einstein Bibliography Beckel, M. (2011, January 21). New Lobbying Reports Show Big Business Keeps Spending to Influence Politics. Retrieved May 11, 2012, from OpenSecrets.org: http://www.opensecrets.org/news/2010/01/new-lobbying-reports-show-big.html Krzus, R. G. (2010). United Technologies Corporation, One Report: Integrated Reporting for a Sustainable Strategy. New York: John Wiley & Sons, Inc.
38. 38. 38 http://www.businessinsider.com/why-companies-fail-at-being-sustainable-2013-2