Green vs. Gray A Business Perspective Delaware Estuary Science - - PowerPoint PPT Presentation

Green vs. Gray

A Business Perspective

Presented by: Douglas Janiec Natural Resources Program Manager & Senior Restoration Ecologist Sovereign Consulting Inc. Cape May, NJ January 22-25, 2017

Delaware Estuary Science & Environmental Summit 2017

Photo Source: chesapeakequarterly.net Photo Source: Dytap Revetment systems

What is the Nexus for this Talk?

• Various entities working with coastal resilience and living

shoreline initiatives have identified a need for outreach and training of marine contractors and consultants (e.g., DNREC, NJDEP, PDE, CIB, NWF, MARCO, etc.).

• To meet this need, training workshops have occurred and

continue to occur in the region .

• At these workshop, reoccurring comment: “Show me

how to make money doing this, and I will consider doing it.”

Where is the Market?

Bayside and Coastal Shorelines

Developed Areas Rural Areas Accessible Areas Remote Areas Privately Owned (Residential, Commercial, Industrial) Publicly Owned (Government)

• Rural & Accessible = Ecosystem Services potential ~ $$$
• Large Federal and State projects are typically run through pre-

existing MSA/IDIQ type contracts

Risks, Unknowns, Challenges

• It has to consistently work
• It has to be affordable
• It has to be permittable
• It has to be sellable

Why Incorporate “Green” Into A Business Model?

• It is the “Buzz,” and tied to an issue that isn’t going away
• It is viewed favorably by the regulatory community
• Money is being committed to it from many sources
• It is sellable
• You do not have to change or abandon what you are

currently doing; this is an additive service And wait for it wait for it

• It benefits the environment!
• And your reputation!

Lesson Learned #1: Selling the Right Perception

It should not be Green vs. Gray, but Green & Gray

• Avoid viewing the two as competition
• Consider it as another tool in the toolbox
• Green + Gray = Hybrid

Lesson Learned #2: The Missing Link

• The infrastructure is there:
• Contractors (e.g., equipment and laborers)
• Engineers/LAs (e.g., design skills)
• What may be missing?:
• Restoration Ecology/Ecologists (i.e., the natural science

element)?

• Experience and developed skill sets?

Lesson Learned #2: The Missing Link

• The infrastructure is there:
• Restoration Ecology/Ecologists (i.e., the natural science

element)?

• Experience and developed skill sets?
• What may be missing?:
• Contractors (e.g., equipment and laborers)
• Engineers/LAs (e.g., design skills)

Lesson Learned #3: Branding - Rebranding

Fundamental Branding Concept In NRs, You Must Connect With Your Client’s Interests Keeping It Real Builds Trust Keep Your Branding Simple (FBC #2)

• 1. ID the market

regions

• 2. ID the circles

in the identified regions involved in LSs

• 3. Become

visible, involved, and create associations (be missed)

• 4. Have clients

and colleagues turn to you and recommend you

Lesson Learned #4: Know Your Private Sector Client Profile

• General technical ignorance

(often limited to the internet)

• Heightened monetary sensitivity
• Often reluctant to make

commitment or decisions

• Often do not know what they

want (but often do know what they don’t want or don’t like)

• They like to see expertise,

confidence, and honesty (trust)

The private sector can be challenging, but it can also provide the greatest job satisfaction.

Lesson Learned #5: Private Sector Keys to Success

• Clearly identify project issues, drivers, and goals
• Identify potential partners (e.g., NEP, agencies, other

private entities)

• Be prepared for outreach and education

(workshops/charrettes/private lectures)

• Keep client engaged (decision making,

implementation, citizen monitoring, PR)

• Know your local politics
• Instill confidence (be the anchor)
• Show examples and picture, present the vision
• Know when to walk away

Help Them Picture Or Create The Vision

Thank you LSS, Inc.

Conventional LSs Hybrids LSs (structural)

• Center for Coastal

Resources Management - VIMS $ 50 - $100 $150 - $ 500

• Chesapeake Bay Foundation

$ 50 - $100 $150 - $1,200

• Partnership for the DE Est. (Brochure)

$100 - $225 $250 - $1,000 PDE Brochure Breakwaters/Bulkheads $450 - $1,500 *Estimated ranges do not include studies, design, or permitting costs. Wave Energy Based Ranges Low Moderate High $50 - $250 $175 - $600 $350 - $1,000

Lesson Learned #6: Know Your Costs (e.g., unit rates, ranges, min/max values)

Have An Idea Of Cost Relations Between Tactics

Lesson Learned #7: Remind Client That Energy Attenuation &

Living Shorelines Come In Many Shapes & Sizes

Lesson Learned #7: Remind Client That Energy Attenuation &

Living Shorelines Come In Many Shapes & Sizes

Lesson Learned #8: Know Your Private Sector Pitfalls

• Not knowing when to

walk away

• Technical Team Expertise
• Internal
• External
• Blend
• Stay out of Lal-la-land
• Develop real

expectations

• Avoid client sticker-

shock

• To many tactics,

…… master of none

• Strategic service offering

(to start with)

• Small menu vs. large

menu

• Menu growth
• “I can do anything”

syndrome Or None

Lesson Learned #9: Show Value; Return On Investment

Examples:

• Sediment Retention
• Carbon Retention
• Nutrients Retention (shellfish)
• Commercial Fisheries
• Flood Waters Retention
• Recreation
• Other Ecosystem Services
• Resilience
• Reduced O&M

The Client may not know all the good the project provides

Lesson Learned #9: Show Value; Return On Investment

Some Significant Challenges:

• Educating the business sector
• Agencies
• Clients
• Special interests
• Staff and other team members
• Being patient
• New technologies take time to catch on
• Teaching old dogs new tricks (generational)
• Misinformation
• Wrong assumptions
• Pride and insecurity
• Intentional
• Experts are not always experts
• Internet

Douglas Janiec Natural Resource Program Manager & Senior Restoration Ecologist Sovereign Consulting Inc. 973-433-6480 djaniec@sovcon.com

Thank You

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