This is “The Keys to Success”, section 7.4 from the book Sustainable Business Cases (v. 1.0).
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Critical to the company’s success was its filling of a market niche, focus on core products, and effective messaging and education. Customers could simply, with no or minimal extra cost and very little risk, reduce their carbon footprint and feel good about it by buying Simply Green biofuel.
An important factor in Simply Green’s success was the highly creative and energetic market outreach led personally by the founding entrepreneur himself. The educational outreach took the approach that all events and opportunities to get the word out about Simply Green and biofuels were worthwhile.
Underpinning it all was the consistent and persistent branding. The branding was about being a sustainable business with a triple bottom line that included concern for the planet and people and was focused on helping customers act on their own concerns about the environment. This was sincere and it came off as such, and customers responded positively. As Andrew describes it, “We were really concerned about how we came across to our customers. We wanted to be as authentic and as transparent about our own practices, so that way our customers felt as though they were buying something from somebody, from a company that truly cared about the environment. We practiced what we were preaching. We were out there at events. We were supporting other businesses that were doing the right thing.”