Green vs. GrayA Business Perspective
Presented by:Douglas Janiec
Natural Resources Program Manager& Senior Restoration Ecologist
Sovereign Consulting Inc.
Cape May, NJJanuary 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 AreasRural Areas
Accessible AreasRemote 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 serviceAnd
wait for itwait 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 LSs3. 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 CoastalResources Management - VIMS $ 50 - $100 $150 - $ 500
• Chesapeake Bay Foundation $ 50 - $100 $150 - $1,200• Partnership for the DE Est. (Brochure) $100 - $225 $250 - $1,000PDE 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
Thank YouFor More Information Contact
