Mini-workshop: Five tools and tips for relevant green finance programs that don’t lead to green gridlock

We’ve said before that green finance programs that are more meaningful to customers are actually safer investments.  Here are five tools for increasing your program’s relevance to customers.

Problem →Most green finance programs drive green gridlock

No one wakes up planning to create ineffective incentives, yet it happens. Despite the mega-billions of taxpayer dollars sunk into incentives, rebates and other tools designed to stimulate green building and energy efficiency, most green finance programs aren’t getting the kind of traction needed to stimulate private investment and bring about real energy security and sustainability.

Green finance failure is evident in the thousands of redundant, fragmented monetary incentives littering the market, even as building owners complain about insufficient green funding options.  You see it every time an owner retrofits only enough to qualify for a couple of incentives and ignores other energy-saving opportunities.  He lacks the organizational bandwith to access more programs scattered throughout the market.

It’s also apparent in the choking bureaucracy investors experience in trying to access grants and loan guarantees.

Missed signals → fragmented, uncoordinated policies and incentives → green gridlock → frustration

Even more insidious are the ways in which distorted signals about funding lead to even more fragmented, ineffective incentives, adding to the confusion. Click on the graphic to enlarge it and see how that happens.

So an already clogged, murky vat of regulations, policies and confusion continues to calcify, blocking green capital flows to the very initiatives needing funding - gridlock.

The point here is not that “incentives are bad.” It’s that there needs to be more thinking about the customers these programs serve and the kind of job they’re supposed to accomplish.

This requires you to adopt a different mindset about designing and delivering green financial services for your customers.

1→ Reality check: Traditional real estate financial services is an old Buick

Commercial real estate financial services, in general, are like a gas-guzzling old Buick, and putting together commercial real estate transactions is an expensive and time-consuming endeavor.

Over a property’s lifetime, gigabytes of redundant data will be duplicated each time there’s a transaction, generating large amounts of wasted time and expense — gas-guzzling. When a property deal “breaks down,” there are no generic spare parts that you can immediately buy to fix things. Every single repair is a painfully expensive custom job.

Still, we see most green finance programs simply cloning the same gas-guzzling models that have been around for the past few decades. It’s a boring product that’s way past its prime. No wonder investors are unimpressed.

Ask yourself: when’s the last time you were excited about buying a very complex product that forced you to spend tons of money just to acquire it, with absolutely no assurance of whether your true problem would be solved once you used it?

Tip: During your program’s design, make sure you’re not simply replicating the typical commercial real estate financial product. It’s a tired, expensive commodity.

2→ Watch your customer’s movie to solve their real problem

Just as you need to understand the setting of a movie in order to understand a character’s story, you have to get a clear view of the market context that your customer operates within in order to put together a green finance offering that is most meaningful to them. What is their end goal? They’re probably not pursuing sustainability as an end in itself. Rather, sustainability is usually a valuable tool for navigating the tough bigger picture changes happening in their world, including:

• Economic instability
• Social values
• Global markets with greater local influence
• Increased customer expectations about services and products generally
• Building standards and technology improvements

While traditional financial services products are not designed to help property owners navigate these kinds of changes, any property owner who is taking on sustainability by using your green finance program will usually be grappling with these issues.

The key is to understand the particular big picture issues affecting your customers and prioritize their impact. Last month, we talked about our Real Estate Innovation Advisory® services and how they help elicit these kinds of deep insights from customers, increasing your program’s relevance to their business.

Tip: Find out your customers’ true end goals. Build your program around supplying the key resources that help them meet those objectives.

3→ Get into their world with process visualization

The successful green finance program has to beat, not just meet, traditional financial service offerings. To do so, you must know how your green finance offering fits within the customer’s world.

A quick way to immediately improve your green finance program is to look at the range of typical activities that take place during your user’s transactions.  We use Mindjet Mindmanager 8.0 ($349 retail) to sketch mind-maps of customer activities. The example below represents the core components of a property owner’s world.

Put your client’s activities into a process map:

When we work with clients, we catalog their activities and lay them out into a process map that includes the client’s service offering within the customer’s activities.

There are many different kinds of process maps. Below is a simple mock-up of a timeline process map that we  created with Smartdraw. Click on the graphic to see the enlarged view.

This immediately helps everybody to visualize and define the issues that the green finance product addresses, using the same language. We go over the details of these processes and their impacts in our workshops, or you can find out more by contacting us directly.

Tip: Collaborate with customers to learn the typical activities that form their world. The resources below can help you to map your your green finance offering to your customer’s key processes.

Quick reads about process mapping:

• http://www.ehow.com/how_5070753_make-process-map.html
• http://en.wikipedia.org/wiki/Business_process_modeling

3 process-mapping software options:

• Flowbreeze; $39-$59: http://www.breezetree.com/buy.php
• Smartdraw; $197: http://www.smartdraw.com
• Visio 2007 Standard; $399: http://office.microsoft.com/en-us/visio/fx100487861033.aspx

4 → Three design questions for better green finance programs

Tip: To study your new process map, ask yourself the kinds of questions designers do when they create products and services. Here are three starters that you should answer:

• Does your program enhance or hinder any of these activities or events within real estate finance?
• How many ways does your green finance program touch these events?
• Which activities touch whom? When? How?

5 → The bottom line: Start with a model of good green finance

If you’re starting from scratch, of course you could just work from a better model to begin with.

We use the following model to think through the key elements of successful green finance programs, and to work with clients on pinpointing opportunities and problems. It can help you to see the kinds of problems your program will run into if you copy traditional financial services or leave out some other key component.

Summary

Green gridlock is a needless waste of money and turns the positive intention of greening buildings and saving energy into frustrating experiences and unsuccessful programs.

Many green finance initiatives would become more relevant to property investors and other customers that local governments and utilities try to influence if they a) stopped copying an already flawed finance model and b) took the world of the user, the property owner in this case, under consideration.

Use a model of successful green finance programs and a process map to visualize how your programs fit in the customer’s activities. This will make you more successful because programs that appeal to customers are definitely more successful, and therefore less risky.

What do you think?

Do you have any positive or negative stories of dealing with green finance programs that you would like to share? Let us know. We’d love to address these kinds of issues in future posts.

Want to read more Mini-Workshops?

• #1: GAPS! in practice with 7-Eleven Corporation

Put Fortune 500 Product Innovations to Work for Your Green Initiatives

Now that the economy appears to be improving, we expect billions of dollars of fresh capital to flow into green development and energy efficiency retrofits over the coming years.

However, we also know that many firms are still hesitant to proactively green their portfolios and financial offerings. We think we know why and have new tools to boost their confidence.

These practitioners are saying something that the green building crowd simply can’t ignore. They feel they’re in a Catch-22: they know their companies are at risk if they don’t go green, but they don’t have a clear view of the possible results of committing their capital to green investments at a meaningful level.

Even though researchers have published studies indicating that green properties earn an average 3% higher valuation, or 16% higher net operating income, that still doesn’t mean that you are going to make that on your properties. It doesn’t mean that your particular tenants are going to pay you more rent on a given date. Nor does it mean that you will absolutely realize these results upon sale of your particular green assets.

The truth that leaves these firms skittish is that realizing the value-add of green depends on many variables for which no data exists. Not only must you do the right things, but the sub-market around your asset has to do (enough of) the right things, too, in order for you to be properly rewarded for your sustainability initiatives.

That’s a very hard disclaimer for many investors, lenders and governments to tell their shareholders and voting taxpayers.

So we’re stuck, right?

No, we’re not. There is a much better way.

What Real Estate Can Learn from the Fortune 500

We noticed that leading global players – players like VeriSign, SAP, Genesys, etc. – face similar issues as commercial real estate investors.

They also have the predicament of committing billions of dollars each year to create new or revamp existing products and services in an unclear business environment. The B2B product development gurus who work for these companies told us about the secret sauce of their success – what has made the difference between so-so and blockbuster products, even when the economy is tough.

It turns out that Fortune 500 companies reduce their investment risks within new/revamped product and service initiatives by using sophisticated “voice of the customer research” (VOCR) tools very early in the design process. These tools gather how customers perceive and experience their products and services, which is perhaps the most difficult information to obtain. It is also the most valuable for developing new products and services – particularly the kinds of products and services that are very new to an industry, like green building and energy efficiency.

The B2B product development gurus stressed that these techniques minimize capital at risk because the company obtains key insights up front on what might enhance their product’s success with their customers. Products and services can then be further developed to fit customers’ needs as closely as possible. Often times, these methods reveal data about unspoken or hidden needs customers have never clearly expressed, leading to innovative product breakthroughs.

Galley Eco Capital has carefully adapted VOCR tools to work specifically for the real estate finance and investment sector as well as municipalities engaged in energy efficiency and green building programs. They are available within a branch of special services called Real Estate Innovation Advisory®. REIA now offers special collaborative forums that power green initiatives by enabling investors, lenders and governments to collaborate with their customers on their green space, investments, and service offerings.

Join an upcoming Mini-forum at Competitive Edge Workshop #3

If you are attending Competitive Edge Workshop #3 on June 24, you’ll participate in a mini-version of an interactive Real Estate Innovation forum titled, What Real Estate Investors Think about Your Products & Services (And How You Can Communicate Their Value).

Whether you are a real estate practitioner, investor, service provider or government employee, you will have hands-on involvement in learning how owners perceive green building products and services. You will take away insights about interactive forums as well as specific content that is immediately applicable for your own business.

Understand Your Customers, Minimize Investment Risk and Boost Investment Value

If you don’t have the voice of your tenants, borrowers, partners and customers influencing the development of your green building space, products, services and offerings, then you are missing an incredible opportunity to bring more certainty to your capital programs. You could also miss the chance to find more breakthrough ways to do smarter green initiatives.

Call me today to talk about how Real Estate Innovation Advisory® Services can help you gain clarity about enhancing your existing products and services or get customer input on new ones.

Galley Eco Capital Moves to Hub SoMa, Summer Get-Together in the Works

We’ve moved — here are the details:

We’re excited to announce that we’ve moved our offices to the Hub SoMa!

Hub SoMa is the newest Hub Bay Area venture - taking their co-working, collaboration business model into the heart of downtown San Francisco.

What’s great about the new location is that we can do more of our lab work — creatively designing green finance programs and collaborating on great ideas with the other companies focusing on social and environmental change.

Add to that the great event space we’ve gained where we can hold more workshops, talks and related events for the green finance and investment community. We can’t wait to show it to you!

In fact, we’re already psyched that it is the perfect place to to host our new Real Estate Innovation Advisory® forums (see the upcoming May Pacesetter for details on that other exciting offering!).

Summer Get-Together, Anyone?

We’ll be announcing our Summer Get-Together, happening sometime in June. We’ll have a meet-up among friends new and old, for an informal, fun time. Of course, you’re always welcome to call or stop by anytime before then.

If you want to make sure you hear about our Summer Get-Together plus upcoming green finance and investment workshops and events, make sure you’re on our newsletter list — sign up for it here and we’ll make sure you get the word.

Till then, please update our contact details in your records:

Galley Eco Capital, LLC

901 Mission Street, Suite 105

San Francisco, CA 94103

(415) 305-9512

(P.S. I’m off to Germany for the next few weeks — you might see a blog post or two if I run across any interesting green finance happenings while I’m out there (volcanoes permitting).

Auf widersehen!

3 ways monitoring building performance can help you innovate

While some property owners may look upon increasing building energy performance requirements as a burden, we think that early adaptation of your portfolio to these new regulations opens up opportunities to innovate within your platform.

As reported by The Real Estate Development Law Blog, Washington State’s SB 5854,  following the “lead” of USGBC’s Building Performance Initiative and California’s AB 1103, will (when passed) require the use of Energy Star Portfolio Manager as its benchmarking tool for calculation and reporting of building energy performance data to be provided to a prospective buyer, lessee or lender.

The promised benefit is more effective market transformation via reporting transparency on existing buildings. However, we also know about lots of frustration from owners, who find additional regulations for existing buildings to be burdensome.

But it doesn’t have to be that way.

In fact, early compliance with these new regulations might open up unique opportunities for property owners to get ahead of the pack in achieving competitive advantage for their firms.

How to create opportunities from compliance…

The September 2009 Harvard Business Review focuses on sustainability and innovation. In it, authors Nimudolu, Rangaswami and Prahalad lay out the typical phases companies go through to build a sustainability platform.  Interestingly, that process begins at the place where many portfolio owners are at now today – compliance with new regulation.

They argue that early adaptation of a property portfolio to comply with anticipated sustainability regulation opens up the potential for innovation in several ways:

1.    First mover advantage: First movers on compliance gain knowledge and time to experiment. Adopting emerging energy reporting compliance standards (whether binding or not) provides property owners critical time to develop solutions best suited to their portfolios and fosters genuine best practices.

2.    Lower overall costs of compliance: Conforming to the highest compliance standards allows for scale benefits across markets and better insulates diversified portfolios from changing legal regimes. Attempting to  create and manage different compliance approaches based on lowest local thresholds is costly and inefficient.

3.    Critical stakeholder development: Early adoption of the tougher building performance reporting standards sets the stage for better relationship building with city officials in the markets where the company operates. Property owners with building performance data in hand will become preferred partners of city officials because they are able to prove that they are the better partner than their competitors. This creates meaningful advantages in terms of future permitting and entitlement actions, as well as allowing those owners preferred status in helping the city adopt other emerging standards.

Embracing building energy reporting early across your portfolio can be a catalyst for innovation that spurs market leadership, enhancing asset value sooner and better than your competitors. Early adopters to emerging building performance measurement requirements will position their businesses to outpace the competition and secure deeper relationships with capital sources and policy makers.

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Galley Eco Capital helps Helsinki to reduce carbon emissions

San Francisco-based sustainable finance consultancy Galley Eco Capital was announced as part of a winning team for the redevelopment of the Jatkasaari district in Helsinki, Finland, which will be an urban zone with low or no carbon emissions.

Sitra, the innovation agency of the Finnish government, revealed today that the winning team for their “Low2No” development design competition was made up of Arup, Saurbruch Hutton, Experientia and Galley Eco Capital. The multi-national team was selected out of 74 initial entries, for their “C_life – City as Living Factory of Ecology” project.

Galley Eco Capital  brings their unique perspective as an international sustainable finance consultancy with a focus on creating green and socially responsible finance and investment programs.  Galley Eco Capital’s work complemented the architectural and consumer behavioral aspects of Jatkasaari by contributing new ways for finance to transform both the district and Helsinki market, to positively impact people’s lives.

The competition jury stated that the innovative monetary/economic model presented contributed significantly to the team’s clear top-down as well as a bottom-up strategy for leveraging the Jätkäsaari opportunity, in the spirit of the Low2No challenge.

Sustainable finance for Jatkasaari and Helsinki

While other team members devised the design, energy and consumer behavioral strategies for the project, Galley Eco Capital’s responsibility was to create an economic and funding model, which would support the project by integrating traditional and socially-responsible capital sources and products at a regional market level and set the right incentives to achieve maximum effect in terms of emissions reduction, energy efficiency and resource savings.

Starting with a thorough analysis of Sitra’s environmental and socially-responsible real estate objectives, the Finnish climate change agenda, and Finland’s participation within the global environmental finance markets, Galley Eco Capital developed ways to create a reliable pipeline of green mortgage, environmental, energy and carbon finance capital for Jatkasaari.

These products would all seamlessly connect with the traditional Finnish financial network to form a holistic financial system. Delicate synthesis was also required to create a flexible market structure, which would monetize available sustainability benefits while adequately funding the Jatkasaari project throughout construction and operation.

About Galley Eco Capital

Using their expertise in designing and implementing sustainable finance and investment programs, Galley Eco Capital’s strategies help investors, lenders and regional governments to bridge traditional with green finance and efficiently monetize the available sustainability benefits embedded within their real estate and renewable energy initiatives.

Galley Eco Capital’s unique approach assures more successful solutions through the application of interaction design principles, driven by culturally-aware, user-centric perspectives and underpinned by long years of international real estate and capital markets experience.

The strategies help drive positive change by:

• developing debt and equity financing structures based upon the value-add contributed by sustainability and energy efficiency,
• synthesizing traditional with emerging green financial products into holistic financial solutions,
• sourcing and structuring incentives and government subsidies to offset program costs,
• designing and monitoring sustainable investment performance measurement to assure positive program impact

Over the next 6 years, the Jatkasaari district will be designed, constructed and opened to the public. From there, the sustainable ideals that govern its day-to-day life will act as a model and example for the rest of Helsinki, Finland and the world. Through Galley Eco Capital, San Francisco will be a vital part of this journey.

For more information on the Low2No project, or on Galley Eco Capital, contact Lisa Michelle Galley, Managing Principal, at +1 415 655 6668, or via email at “lisa at galleyecocapital dot com”.