Haig Barrett Company Presentation and Overview Sustainovation Group

1. Think. Innovate. Execute.

2. Haig Barrett: What We Do
Haig Barrett:
• Founded in 1999
• 30 professionals
• A leading mid-sized management consulting firm
• Offices: New York, Los Angeles (HQ), London
Core Services:
Learning Strategic Thinking & Workflow Analysis
Information Process & Field Sustainability Frameworks, Market
Communications Entry, Green Communications

3. Our Industry Focus
Resource Industries
Energy, Mining, Oil & Gas,
Chemicals, Utilities, CleanTech
Automotive & Transportation
Automotive, EV, Heavy
Equipment
Service Industries
Financial Services, Healthcare
3

4. Selection of Clients / Industry

6. What is Your
Sustainability Plan?

7. Create Your
Sustainability Advantage:
•Sustainability Strategy &
Organizational Transformation
•Sustainovation
TM
•Growth Opportunities
•Market Entry
•Green Communications
•Thought Leadership

8. Sustainovation Group
Where Sustainability Meets
Innovation

9. Sustainovation Group
Core Markets Critical Issues
• Automotive Are your products as green as
• Consumer Products they can be?
• Clean Tech/Green
• Utilities/Energy Are you maximizing your “ROS”:
• Transportation Return on Sustainability?
• Oil & Gas/Chemicals
• Government Do your customers know how
sustainable/green your brand
• Renewables is?
• Supply Chain

10. Sustainability Experience

11. Sustainovation Clients / Projects
EV Business Start-up Strategy
EV Infrastructure Market Entry
Green Communications
Prius Content Development &
Dealer Communications
Performance Improvement for
Energy Efficiency Programs
Market Entry for Solar Industry
(PV, Solar Thermal, CSP) and
Battery Manufacturer

12. Sustainovation Group: Product Offering
Sustainovation Sustainability Green
Specialty Services Communications
A) Framework & Process
Stage 1: • Market Entry • Sustainability and
- Visioning • Business Agent CSR Reports
- Backcasting • Tech Reports (e.g. Life • Green Branding
- Platform Design Cycle Analysis, Carbon • Marketing Plans
Footprint) • Public Relations
Stage 2: • Cap & Trade Readiness
- Process Development • Advertising
• Benchmarking & • Events
- Implementation Scorecards
- Product Incubation • Social Media/Blogs
• Green Design &
B) Organizational Change Packaging
for Sustainability • Policy & Planning
“Leading companies to innovate through sustainability thinking.”

13. Sustainovation™: 12 Ways to Innovate
13 Proprietary Holistic Framework:
12. Compliance: 1. Supplier behavior: Reduce
Mandatory and consumption / use renewables,
voluntary, and metrics substitute raw materials, clean
labor
11. Finance: Enabling 2. Manufacturing and operations:
access for new populations Returns, recycle materials, reduce waste,
reduce consumption/ use renewables
3. Workplace and Workforce:
10. Business model: Reduce energy use, recycle,
Disposable product to enhance environment
reuseable service
Finance Operations
4. Product: Eco-packaging,
9. Customer experience:
Delivery Offering
eco-material and ingredient
substitution, healthy material
and ingredient substitution,
Integrates sustainability with recyclability
employee training, architecture,
products, touch points
8. Brand: Affinity and identity 5. Product system: Interactive SMART,
are powerful value attributes dispenser and product system replacement
instead of disposable saves waste
6. Service: Service with re-use and recycling as
core components of offering
7. Channel: Online direct, local
exchange of goods, builds relationships
Source: Haig Barrett Sustainovation Group Analysis, leveraging Monitor Group work

14. Checklist for Sustainability
Where Are You?
14
Typical Corporate Advancement
Supply & Product &
New
Remediation Operations Service Natural
Compliance Business
& Denial Cost Incremental Capitalism
Model
Reduction Innovation
 Cleanups  Mandatory  Supplier  Labeling,  New ways to  Triple bottom
mandates graphics and charge line
 Denial  Voluntary- claims
shift to  Operational  Product to  Sustainable
proactive energy and  Packaging
service markets
emphasis waste material (Cap & Trade)
substitution  Disruptive
 CSR reporting
reduction
and reduction low end  Stakeholder
and metrics  Workplace management
 Product  Disruptive
 Community
energy,
waste material new demand
building reduction, substitution
and NGO tele-
outreach  Design for life
commuting cycle
 Product  Biomimicry,
lifecycle SMART
returns, products
recycling
 Leveraging
Most Are Here global scale
and assets
Source: HBR 9/09; “Why Sustainability Is Now the Key Driver of Innovation”, Haig Barrett Analysis

15. Sustainovation™ in Action
Six-Step Strategy & Change Process
15
to drive more Innovation for Sustainability
1. Establish
Executive
Intent
6. Tell Stories Phase 1 2. Define Platform
and Execute Assessment & Values
Visioning & Backcasting
Sustainability Platform Identification & Prioritization
Phase 2
Product Incubation
Process Implementation 3. Surface
5. Build Pipeline Organizational Change and Opportunities
Culture Transformation
4. Set Team,
Resources &
Processes

16. Driving the Electric Vehicle (EV)
16
Agenda for Los Angeles County
• Summary E-Mobility Committee Work
– Mission
– Blueprint outline
– Stakeholder identification
– Best Practices
• E-Mobility Deployment Blueprint
– Charging pilot programs
– Funding and policy
– EV Experience

17. LAEDC* E-Mobility Task Force
17
Mission Statement
• Develop comprehensive L.A. County Electric Vehicle
(EV) Deployment Community Blueprint
• Maximize Plug-in EV adoption rates, collect vital data,
maximize infrastructure design and effectiveness
• Position LA County to receive federal funding from
Department of Energy OE Deployment Community
Program
• Foster and support LA County EV industry cluster to
grow jobs and investment
* Los Angeles Economic Development Corporation

18. Insights To Market Entry
Traditional Criteria Innovative Segmentation
 Geography & channel for  Purchase behavior-based
product acceptance segmentation
 Technical advantage  Identify & test innovative
 Feature and value business models
comparison  Identify disruption in
 Leader vs. fast follower markets for risk and
strategy opportunity
 Value vs. premium brand  Pilots & acquisitions provide
decision insight into future growth
opportunities

19. Market Entry Decision Analysis
Purchasing Behavior: What % of Purchasers and Influencers participate in which ways?
Which Leverage
Point has the
most Impact?
Adapted by HB Sustainovation Group from Monitor Group

20. Sustainovation Group: Expertise
20
 Team of certified Sustainability
Consultants
 The Natural Step
 LEED
 Developers of UCLA “Global
Sustainability Certificate Courses”
 Workshop Leadership:
 University of Southern California
 U. of Va. Darden School
 Stanford University
 EV/Hybrid/Alternative Energy
 Utilities/Smart Grid
 Writers: Time.com, online EV
websites, blogs

21. Sustainovation Group
Where Sustainability Meets
Innovation

22. Sustainovation Group: Core Team
Michael Boehm is Partner at Haig Barrett, Inc. and Director of their Sustainovation Group practice. He has over two
decades of international business experience, including 6 years in high tech in Taiwan and China. He knows how to use
sustainability frameworks to create growth opportunities, build business, and find new streams of profitability. As CTO at
Carsdirect.com, his platform sold over $100m of vehicles in first year of operation. As CEO of Solar Energy Development
International he developed solar concentrator technology in the 1990s. Educated at Northwestern University and Stanford
Graduate School of Business he teaches sustainability in programs at Darden School of Business, UCLA and the
University of Santa Clara. He is Chair of the Clean Tech / Sustainability Industry Group of the German-American Business
Association (GABA SoCal) and Co-Chair of the e-Mobility Task Force for the Los Angeles Economic Development
Corporation.
Bob Chew is Marketing Solutions Leader and Partner at Haig Barrett’s Sustainovation Group. He brings 25 years of
management and marketing experience to the practice, which focuses on the intersection between sustainability and innovation.
He is a specialist in branding, green communications, and in corporate, consumer, technology, and business to business
marketing. Bob has managed multi-million dollar marketing programs and has run programs and projects for some of the largest
brand names in the world. In addition, he is a regular writer on sustainability, specifically alternative vehicles and renewable
energy. With all clients, Bob and his team create marketing programs that focus on the critical messages that build brands and
communicate messages effectively to target audiences. He uses a variety of creative approaches and delivers key messages
through traditional, online, and social media. He was Executive Vice President and Board Member at two major public relations
agencies, Burson-Marsteller and Grey Advertising's GCI public relations division. There he managed offices and client programs
in New York, Asia, and California. He is a graduate of Ohio State University (BA English) and for the last eight years he has
taught marketing, public relations, and writing at UCLA Extension.
Anita S. Katzenbach, Senior Consultant at Haig Barrett, Inc. offers extensive experience in strategic planning,
organizational change, and global sustainability & innovation. Her background includes more than 15 years of international
experience with a strong industry focus on automotive, energy, and clean tech. She has held consulting and project
leadership positions in various for-profit and non-profit organizations, including Global Fortune 500 companies. She
teaches classes in the Global Sustainability Certificate programs at UCLA Extension and is a sustainability business
advisor for the Small Business Development Center at Santa Monica College. Anita serves on the Board of the Institute of
Management Consultants (IMC USA), the German American Business Association (GABA SoCal), and is also Co-Chair of
GABA’s Clean Tech / Sustainability Industry Group. She earned her Master’s Degree in Industrial & Organizational
Psychology from the RWTH Aachen Technical University in Germany.
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23. Sustainovation Group
Contact:
Michael Boehm, Partner, Sustainovation Group
Direct: (310) 618-4096
Email: michael.boehm@haigbarrett.com
Bob Chew, Director, Sustainovation Group
Direct: (310) 383-0528
Email: bob.chew@haigbarrett.com
Anita S. Katzenbach, Senior Consultant, Sustainovation Group
Direct: (310) 436-5944
Email: anita.katzenbach@haigbarrett.com
Haig Barrett, Inc.
General: (310) 556-9626
Website: www.haigbarrett.com & www.hbsustain.com
Los Angeles Office:
1801 Century Park East, 24th Floor, Los Angeles, CA 90067
Los Angeles - New York - London