Ulrich Ulrich Paper or Plastic Paper Grocery Bag

Ulrich

Ulrich

Paper or Plastic? § Paper Grocery Bag § 64 grams unbleached kraft paper § Plastic Grocery Bag § 7 grams High Density Polyethylene (HDPE) § Driving Hummer II or Honda Fit to store § Hummer 12 mpg § Honda Fit 40 mpg § 8 miles round trip § (gasoline has fuel value of 47 MJ/kg) Ulrich

Personal Environmental Footprint of U. S. Professional § § Automobile driving (~25%, 500 pt) Air travel (~25%, 500 pt) Home energy (~25%, 500 pt) Food, products, and services consumed (~25%, 500 pt) 1 round trip PHL – SFO - PHL Ulrich ~ 250, 000 Styrofoam Coffee Cups

Ulrich

Ulrich

Environmental Product Differentiation Three Requirements 1. Willingness to pay. 2. Credible information. 3. Barriers to imitation. A good article on this subject is: Ulrich Forest Reinhardt, “Environmental Product Differentiation, ” California Management Review, Vol. 40, No. 4, Summer 1998.

Ulrich

Ben. Ven Zero Emission Systems Ben. Ven eliminates the global warming impact of driving your car. When you purchase a Ben. Ven certificate for $49 per year, you cause a direct reduction in the production of carbon dioxide that exactly offsets the carbon dioxide created when you drive. The Ben. Ven plate on the front of your vehicle and the Ben. Ven decal in the back indicate that you have fully remediated the emissions associated with your driving. The proceeds of your purchase of a Ben. Ven certificate are used to cause the purchase of non-polluting sources of energy and directly reduce the combustion of coal, oil, and/or natural gas. The agency Green-E. org certifies that this offset more than compensates for the carbon dioxide produced by your driving. Ben. Ven funds tip the balance in favor of non-polluting energy sources such as wind power, which would otherwise be slightly more expensive than polluting sources, amplifying your modest Ben. Ven funds to substantially offset fossil fuel combustion. With Ben. Ven, any car, including the largest SUV, can be converted to a zero-emmissions vehicle. Ulrich Ben. Ven LLC proprietary and confidential www. benven. com

Ben. Ven Mission Statement Ben. Ven is a for-profit social venture with the objective of reducing the rate of extraction and combustion of fossil fuels. Ben. Ven’s first product allows automobile operators to remediate the environmental impact of driving. In the next 42 days, we will: • • • launch our first product, achieve positive cash flow, acquire >1000 users/customers of our product, create an enterprise of substantial financial value, and learn a great deal about problem solving, design, and system improvement. Assumptions, Constraints, and Focus for Next 42 Days • • Product will be focused on offsets for Automobiles/Driving. Initial channel will be direct to consumer under our own brand. Initial market will be US, with global expansion to follow. The company has $4700 in cash in its checking account. Hypothesized Benefit Proposition to Consumer • • Ulrich Ben. Ven LLC Public display of environmentalism. Zero environmental consequences of driving. Altruism. Evangelism of environmentally conscious behavior. proprietary and confidential www. benven. com

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greenkelp Counter-Smog greenmascot Clear Sky Power Greenmaze Blue Sky Power greenmilesponsor Clear Sky Ventures Greenshrub Blue Earth Ventures greensponsor Blue Air Coverage guiltfreecar Blue Sky Coverage pollutionfilter Clear Sky Coverage pollutionfreewheels Renu Power pollutionguardian Trees On Wheels pollutionrepair Nu O Zone Spareearth Smog Exchange symbiosiscircle Smog Transfer Clavileño Power Emissions Transfer Ventri Clean Kyotocar Rocinante Power Kyotomobile Ventri Quest Kyoto Transfer carboncurrency Kyotocarboncurrent Kyoto Coverage carboncurrents Rocinante Air verdetodo Rocinante Quest wellearth Clavileño Quest weluvu Quixote Ventures savethair Cleanxote envirowins driversdoinggood ~500 names = 1/6 of total for team Ulrich gatosucio gatofume gatonese ecofume verdanese autobreathe greenbreathe envirobreathe fume-negator carbo-negator gato-negator eco-negator energy-gator antithefume energefume gasnegator anti-fume energivsor petronize petroffset petro-eraser petro-negate 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Ecospire 2005 UT 002319 class C member since 2004 ecospire. com Zem. Pass 2005 UT 002319 class C member since 2004 zempass. com Ecospire Terra. Pass 2005 UT 002319 class C member since 2004 terrapass. com Terra. Pass Zem. Pass ecospire. com Ecospire zempass. com Zem. Pass Your purchase of an Ecospire certificate eliminates the environmental impact of your driving. Your purchase of Zem. Pass eliminates the environmental impact of your driving. Your purchase of a Terra. Pass eliminates the environmental impact of your driving. Your membership in the Zem. Pass network allows you to join forces with thousands of others to improve the environment. Your membership in the Terra. Pass network allows you to join forces with thousands of others to improve the environment. Your membership in Ecospire allows you to join forces with thousands of others to improve the environment. enter rank 1 -3 > Ulrich enter rank 1 -3 > terrapass. com Terra. Pass enter rank 1 -3 >

Ulrich A-1 A-2 A-3 A-4 A-5 A-6 Support A

Ulrich B-1 B-2 B-3 B-4 B-5 B-6 Support B

Ulrich C-1 C-2 C-3 C-4 C-5 C-6 Support C

Ulrich

Ulrich

Ben. Ven Cycle 9500 lb CO 2 per 12, 500 mi CO 2 emissions reduced by 9500 lb. (e. g. Toyota Camry) increased public awareness of environmental issues 12 barrel reduction in use of fossil fuel Ben. Ven Purchase 7500 kw-hr reduction in fossil-fuel power $49 Ben. Ven System Ben. Ven LLC power to grid Incentive $ tips the balance… Ulrich oil coal natural gas proprietary and confidential 7500 kw-hr increase in wind-generated power www. benven. com

Terra. Pass System Ulrich Your car emits 10, 000 lbs (three times its weight!) in carbon dioxide each year. You enroll in Terra. Pass members finance projects that reduce industrial CO 2 emissions. Your Terra. Pass purchase is certified to eliminate the equivalent of your car’s CO 2 pollution, helping to preserve the environment for future generations.

Products for road, flight, home, and wedding. Ulrich

Ulrich

Ulrich

Evolution of Sales, Supply, and Service 2005: company founded, retail consumer focus • Purchase emission reductions on the spot market 2007: expand to channel and corporate markets • Migrate to long-term 2009: enter wholesale markets • Assist in financing early-stage projects emission reduction supply contracts 2010: Expand services to our corporate clients and to project owners • Point-to-point purchase agreements for renewable energy Ulrich

Industry Leadership: Offset Origination § Manage a portfolio of over 5. 5 million m. T of CO 2 e reductions from a portfolio of 24 dairy and landfill projects § Currently manage more carbon projects on the Climate Action Reserve than any other originator § Active participant in design of regulation and offset protocols for the Western Climate Initiative and California’s AB 32 § Best Carbon Originator 2010 as voted by readers of Environmental Finance and Carbon Finance magazines § Best of Green 2010 – Treehugger. com § Climate Action Champion 2010 – The Climate Action Reserve’s most prestigious award Ulrich

Sample of Terra. Pass partners Ulrich

Development of Services vs. Physical Products Note: Most products are a blend of service and physical object “Hotels” include rooms, toiletries, keys, invoices “Autos” include dealers, warranty, financing Starbucks? Mutual fund? § Many services are more bundles of features than they are integrated artifacts § Blog, newsletter, membership card, affinity program, decal, bumper sticker vs. scooter assembly. § Fixed costs associated with product design (e. g. , tooling and production investments) can be lower in services, allowing more rapid iteration and refinement of the product. § Many other methods are essentially identical § Mission statement § Customer needs § Specifications § Prototyping § Concept generation § Concept selection § Concept testing § Patents and intellectual property Ulrich