Dec 18 2007
Many corporate purchases of cleantech products are made based on anticipated savings of some sort. But measuring the actual savings can be a challenge. So, I get excited when a cleantech product comes along that includes built-in results measurement. Ridespring is a great example. Ridespring is a service that automates and promotes corporate commute trip [...]
Dec 11 2007
As a company offering clean technology products, you may have a great story about how your product is better for the environment than your competitors’ offerings. But, if your message does not resonate with your target market, it will fall on deaf ears. How do you get your cleantech message across when environmental benefits are [...]
Dec 06 2007
Now we really get into the “art vs science” —but don’t believe this for a minute. Forecasting is one area where math applied does give you some real data to match against the revenue plan. First, put a scoring system in place so that every possible deal has an objective frame. Match it to your [...]
Dec 04 2007
Greenwashing – touting ecological benefits while hiding environmentally damaging practices – is something cleantech companies must avoid. And since cleantech companies, by definition, must make claims about the “cleanliness” of their solutions, they are particularly vulnerable to accusations of greenwashing. The fact is: if you are marketing and selling products that claim to be “green,” [...]
Dec 03 2007
“How can we plan for revenue?—we don’t have a track record!” What are best practices for revenue planning for a company that is just starting out, or bringing a new product to a market? It is challenging to predict how much you’ll sell, but it’s data that a company really needs in order to plan [...]