Earn Green by Going Green
· Print This ArticleGreen business is an area of incredible opportunity and growth right now. (A green 
business,for our purposes, is a business that either sells environmentally-friendly products and/or that runs its business in an eco-friendly manner. These are also sometimes called sustainable businesses.)
Now it is true that the green market is currently a bit of a niche market, but what a niche it is! It is exactly the sort of market most small businesses yearn for: People willing to put their money where their values are. A recent study by the Natural Marketing Institute found that 23% of the U.S. adult population makes up the green market given they have a “profound sense of environmental and social responsibility.” That’s 50 million people folks. No, there is no shortage of people who want to buy green.
That is certainly what Mitch Rofsky has found. Not only has he created a great sustainable business, but he did so going up against the giant in his industry — The Automobile Club, i.e., AAA.
Rykofsky is the President of the Betterworld Club, a green alternative to Triple A. While the Betterworld Club offers the same services as AAA (at a lower price) — 24/7 emergency roadside assistance and towing, flat tire and lockout service, jumpstarts and so on — it also incorporates many environmental and social initiatives, such as:
• Dedicating 1% of gross revenues to environmental cleanup and advocacy
• Offering carbon offsets
• Offering roadside bicycle assistance
• Discounting fees for owners of hybrid cars
• Offering discounts on eco-travel
• Treating domestic partners as joint members
• Offering a lighthearted, useful e-newsletter containing consumer advice, environmental information, and member savings, called “Kicking Asphalt”
It’s no wonder that the club has an 80% renewal rate and membership is soaring. Indeed, the
Betterworld club is leading the pack for auto clubs in this green era.
When I spoke with Rofsky last week, asking him what it takes to create a successful green business, he was unequivocal in his enthusiasm for the business model. Not only is it a growing market, but for people under 30 he said, the environment is easily the preeminent issue. As such, “There is no doubt that in every marketplace there is room for socially responsible businesses” he said.
According to Rofsky, the key to creating a successful green business is to differentiate your business, and then let people know that you are different. That means …
•Have a niche: Finding a way to express your passion for the environment in a business way can be both creative, and eventually lucrative.
•Advertising and marketing in the right places: “You have to advertise in places where people who see what you offer will want it.” For the Betterworld Club, that means places like the Sierra Club magazine, Air America radio, and NPR’s Car Talk.
•Walk Your Talk: Rykofsky stresses that your business must reflect the values it espouses.
•Don’t forget it’s still a business: Your first job is to break even, and then make a profit. Offer competitive prices and exceptional customer service.
As the Betterworld Club has shown, one of the exciting things about this new green world we are all entering into is that you can do well by doing good.
In this fascinating 1 hour webinar you will learn 2 dozen inexpensive, powerful, effective tricks for getting your name out there and getting customers to come to you.
How about the Organic Market, is there a need for more organic markets today, can they stand up to the across the street IGA’s ?
very curious
Speaking from a socially consciences point of view, we have no choice. Pesticides are killing us. Period. Forty years ago, people grew much of their own food, never used pesticides, ate little meat, spent 18% of their income on food, and 5% on medical care. Today, we eat way too much hormone/antibiotic/pesticide laden meats, spray most of our GMO vegetables with poison, spend 5% on food, and 18% on medical “care” that lots can’t afford. Diabetes is now an epidemic, most of our money is spent in the “dead zone” of a grocery store consisting of processed “food” that is full of preservatives, fillers, and “addictive substances” to get us to not only buy more, but crave the bad stuff.
So, yes, we educate, we fill in the missing good food, make it fun, offer new recipes and cooking classes, and let all know what a difference it makes to eat local food (much lower carbon footprint). Market it as ultimate green, ultra healthy, ultra tasty, and the most FUN way to spend quality time with our families and friends at home!
Can you direct me to some of your articles or some good ones you recommend on starting a solar business for for a small business owner.
As the owner of GoGreenPrinting.biz we too are up against the giants in our industry so I can fully appreciate Rofsky’s business strategies and the tips provided. Thank you for the valuable information.
I’m trying to open an Home Healthcare Agency, How can I go green?
Great article! We began a business Organic Life and we specialize in natural health and beauty care products. We decided to go with the Green idea and include a Health and Wellness Center in our business planning process.
Green is good and we have an oblgation to protect our planet. We recently started a new Green business, Nature’s Way Home. We offer eco-friendly pet caskets and all natureal pet memorial markers. ashes to ashes dust to dust… All natural burial back to the earth. There is a big movement for natural or green burial for humans, we offer the same option for your pets.
Visit our website, http://www.natureswayhome.com or follow us on facebook http://www.facebook.com/natureswayhome
.-= Debra Jenkins´s last blog ..By- Bernadette =-.