Futuro di Business
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Module 11: Sustainable Business Entrepreneurship – Case Study

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Case Study - Simply Green Biofuels

Future of the Business

What Was Next for Simply Green?

Focusing on the core business that drives the bottom line, which for Simply Green was getting the most amount of renewable fuel out onto the market, continued to be an exciting opportunity for Simply Green.

The company's focus in 2011 was on developing a marketing plan that gets Simply Green out to the next group of customers beyond the early adopters to the early and late majority customers.

Coming up with a strong marketing plan would allow Simply Green to attract that next ring of customers. The growth potential was significant, particularly since more than two-thirds of the population in Simply Green’s service territory used heating oil to heat their homes, and a large percentage of commercial vehicles used conventional diesel fuel.




The Entrepreneur’s Life Takes a Different Turn

In mid-2010, Andrew Kellar began to realize that, as an entrepreneur, his key strengths were in the creative development end, and he left Simply Green to pursue other opportunities. As Andrew describes it:

“I felt that Simply Green had helped me to define a new industry in this small community and helped me to do something really special and something unique. While I thought Simply Green was bringing me closer to being that person I wanted to be, and that businessman I wanted to be, it wasn’t allowing me to have a balance between being an entrepreneur and other things. I wanted to move on to a different working environment, where I could leverage all the experience that I had gained over those four years. Between the highs and the lows, and all of the excitement and challenges that we had, I felt that was something that needed to be shared with other entrepreneurs. And I really, really enjoyed being in this kind of green, or now called clean-tech sector, that I wanted to reach out to other younger entrepreneurs that were in that same market, and try to give back to them.”





Andrew’s New Role

After leaving Simply Green, Andrew became an entrepreneur in residence at the University of New Hampshire’s Green Launching Pad (GLP) program (mentioned in Module 3).

In that role, Andrew assisted sustainability-focused businesses in their start-up and early growth phases. He also became an advisor and engaged in development efforts for Revolution Energy. Revolution Energy was a company that the GLP helped launch in 2010. The company assists in the financing of renewable energy projects with a focus on municipalities, schools, and colleges.

Based on this work and his experience with Simply Green, Andrew was selected as a Mel King Community Fellow at MIT in 2012. All of these allow Andrew to help others learn from his experience with Simply Green and enable him to continue to act on his commitment to sustainability.




What Would Andrew Kellar Want You to Know?

For Andrew, the next generation has the opportunity to focus on learning from his successes and mistakes and those of others in the first generation of sustainability entrepreneurs. What he suggests to those interested in being sustainable business entrepreneurs is to:

• take advantage of the resources available to learn all you can about sustainability science, engineering, and business;

• try to get an internship with a local sustainable business;

• on your own or with a friend, try out a small sustainability project idea at your school and in communities.






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