How to Think & Act

Like an EcopreneurPresented by: Frederic J. Holzberger

Sunday, March 29, 2009, 4:15-5:15 p.m., 181c

An Ecopreneur. . .

• Is doing well by doing good.• Lives with passion and purpose.• Puts the environment first.• Makes business decisions with the

community, the planet and future generations in mind.

• Uses technology to create or conduct business in an eco-conscious way.

We Can Change the World

by Changing the Way

We Do Business

Vote With Your Dollars

• “If you want to begin with the changes that will make the most difference for people and the planet, start with these ten things.”

Top 10 Things for the Salon & Spa Industry to Change

1. Energy Use – Heating and HVAC2. Lighting 3. Water consumption4. Shopping bags – eliminate plastic5. Communication methods – go paperless6. Recycle and reduce garbage output7. Examine who you do business with.8. Building products9. Install Energy Star efficient appliances10. Products – what are you putting down the drain?

Solutions1. Have your local power and water companies conduct

an audit of your business. Create a plan to from their reports to commit to making a change based on their findings.

2. Replace old lighting fixtures with more energy efficient fixtures.

3. Look for the energy star or green seal label when buying appliances or products.

4. Be creative in inspiring your guests to bring their own shopping bags. Eliminate plastic and paper if possible.

5. Utilize technology to create paperless, timely communication between staff and with your guests.

Solutions cont.6. Create a recycling station within the break area.

Inform your staff of your recycling policy and reduce the amount of garbage output.

7. Know your service providers. Is your printer using environmental inks and printing methods? Is your hair removal product natural? Where are the products coming from? How are they shipped? Be informed.

8. Insist on environmental materials and practices for your next renovation or build out. Investigate your options and voice your requests with your designer and contractor from the beginning.

9. Align yourself with a product line that is conscious of the environment.

http://www.boston.com/lifestyle/green/greenblog/2009/03/childrens_bath_products_tainte.html

Green Trend

Green Trend

www.globalgreen.org

• Environmental options• Green energy• Become a member and tap into

the vast resources available including green building materials.

www.greenguard.org

WHY?

The Timing Is Right

Salon Today Top 200 Success Story Warmsprings Salon, Chambersburg, PA

Reduce Waste“To reduce our plastic bag consumption,

our guest services team began a new initiative called the ‘Affinity Bag Program.’ We purchased 100% organic cotton totes and sold them at cost to our clients. We also gave them a 10% savings on all retail products if the tote is present at the time of purchase. This program reduced our plastic bag consumption by 73% per month, and increased retail sales by 12%.”

Our collective conscious will make this a better world.

World Trade Center 9/11/01

Community Care=

Socially Responsible Business=

Ripple Effect

Ripple Effect

• People join brands.• If you do great things, it will come back to

you ten fold.– A generous spirit is one of the most endearing

personality traits. Give of your talents, volunteer at a non-profit.

• Appreciation within the community.– People like people who help the community.

• Cut-a-thons • Give makeovers at college• Show people what you can do

Ripple Effect cont.

• Partnerships.• Education.

– Educate your staff and your guests.• You CAN and WILL make a difference!

Reducing is our Responsibility

• It is the right thing to do. • Seek out environmental materials.• Reduce waste.• Recycle.• Cut back on water usage.• Cut back on electrical usage.• Reward environmentalism.

Salon Today Top 200 Success Story Greener Grass Hair Color and Designs, Inc.,

Savannah, GA

Reward with Environmental/Marketing Purpose“The purchase of a Smart Car was our most

profitable business decision this year. To attract attention, it is painted in bright green colors and our salon logo. Our Hairdresser of the Month gets to drive the car, which has proven to be a great incentive for them.”

Salon Today Top 200 Success Story Changes Hair Studio, Ltd., Kamploops, British Col.

Energy Saver“We recycle, use low-energy lighting and have a master

switch to shut off all styling stations at night. We also volunteer with the Adopt-A-Road program.

Salon Today Top 200 Success Story Metro for Men, Irvine, CA

Save Resources“We replaced high-wattage bulbs to more

efficient ones, opened the doors on cooler days instead of using the air conditioner, and turned off lights in areas not in use. We are now a 90-percent paperless system with a strong focus on recycling.”

Salon Today Top 200 Success Story Riah Salon, Saint John, IN

Cool It“We changed all our lighting fixtures in the salon to

fluorescent and changed our main sign that runs on LEDs to conserve electricity. We wash all of our towels in cold water, and recycle our boxes, newspapers and magazines.”

Salon Today Top 200 Success Story Paris Parker Canal Place, New Orleans, LA

Digital Age“We introduced a less-waste

approach to billboard advertising. Our billboards are posted on a digital board that does not require paste, paper or vinyl. Additionally, every piece of our in-salon marketing collateral is printed with soy ink on recycled paper.”

Salon Today Top 200 Success Story Pure Natur Salon and Spa, Fairview Heights, IL

Solar Power“Our landlords are allowing us

to get solar panels on top of our building and are actually going to subsidize part of the expense!”

It can be done.

HOW?

• Create an environmental standard for your business and adhere to it.

• Invite your staff to help develop one.• Listen to their suggestions and

incorporate what makes sense and what you can afford to do.

• When they are involved, they are much more likely to care about the success of the program you implement.

• Their knowledge will allow them to educate your guests on what you do environmentally, and will create a profound ripple effect.

Become an Environmental Steward

Educate

• Give a copy of “The Better World Shopping Guide” to your staff and/or best guests.

Examine

• Learn from others– IKEA has a no-plastic bag

policy. – You either bring

your own or buy a recycled plastic bag from them.

Evaluate

• Evaluate your practices from top to bottom.

• Are you doing enough?• What can you do different today?• What can you do different each month?• What will you resolve to do?

Salon Today Top 200 Success Story Art+Science Salon/Spa, Philadelphia, PA

Environmental Ambassador“To help the environment, we nominated

one of our team members to be our ‘environmental ambassador.’It is his job to take our recycling to our local recycling plant every week. We recycle all hair color boxes, paper, plastic and glass, and use wind power energy.”

• Start by considering what you put in the garbage.

• What can you do to cut down on:– Your use of foil, aluminum, plastic and paper? – In the spa/salon or at home.– Be conscious of ways to reduce the impact from

these items and to develop systems that will help us sustain the Earth.

• Provide recycling containers for glass, plastic, aluminum and paper in your lunchroom and throughout. – It creates a ripple effect and more people will

make the effort at home as well.

Reduce Garbage, Increase Recycling

Salon Today Top 200 Success Story Changes Hair Studio, Ltd., Kamploops, British Columbia

Energy Savings“We recycle, use low-energy lighting and

have a master switch to shut off all styling stations at night.”

Humanitarian Efforts

Social Entrepreneurism

“You must be the change you wish

to see in the world”

-Mohandas Gandhi

Social Entrepreneurism

• The first in our industry:– Horst Rechelbacher: Give to the Earth Foundation

through Aveda Corporation

• Earth and Humanity– Project Daymaker– The Upledger Institute Dolphin Project– Community Support/Partnerships– Habitat for Humanity

• Holzberger Family Humanitarian Foundation

Salon Today Top 200 Success Story Jenni’s Salon and Spa, Normal, IN

Create Humanitarian Partnerships“When you align your business with a

charitable organization, you create a greater synergy than with any single advertising piece.”

What will you tithe?What is your investment?

• Invest in your community through outreach– Habitat for Humanity– Project Daymaker

• Pool your talents and use your team’s passion to make a difference

Community Marketing

• Give back to the community.– Hold a fundraiser in your salon spa

• Use “charities” mailing list to elicit new customers.

• Mini events.

Salon Today Top 200 Success StoryNorwood & Company Hairdressing, Arlington, TX

Donate Services To Get New Guests in the Door

“When asked to contribute to charities, we always donate services; it is almost a guaranteed way to meet a new client. We are confident that the ‘one free visit’ will turn into a long-term relationship.”

Green Innovations

PermaFLOW

• The PermaFLOW™ is a lavatory P-trap with a built-in cleaning mechanism to reduce pollution or waste from operations.

• The PermaFLOW eliminates the need for chemical drain cleaners that degrade the environment, present a hazard to occupants, damage plumbing, and negatively impact septic systems.

• http://www.pfwaterworks.net/ •Sourced from globalgreen.org

Over 1,000,000 mannequins end up in landfills every year.

The Latest Environmental Based Innovation in the Salon Spa Industry

• Pivot Point Snap Cap– One mannequin head– Numerous options for hair forms

• Length• Colors• Textures

• Provides endless educational opportunities

• Can be recycled• Saves on storage space• Takes fewer raw materials and energy

to produce than other plastics• Saves on shipping costs

– You can ship 10 Violas or 40 Caps

Tankless Water Heater

• Save on your energy bill• Efficient• Instant and continuous hot

water• No large tank to fill landfill• Tax credit available for

residential. Ask your tax advisor about business credits.

We are at the point in business today where there is no choice but to be an

ecopreneur.

Find Out More

You have options!Visit www.avedafredricsinstitute.com and click

on the “Salon/Spa Connection” link at the bottom of the page to find more green resources.

Frederic J. HolzbergerAveda Fredric’s Institute Cincinnati | Indianapolis

fholzberger@fredrics.com