Houston innovation awards

4 biggest challenges of Houston-based sustainability startups

The six finalists for the sustainability category for the 2023 Houston Innovation Awards weigh in on their challenges overcome. Photos courtesy

Six Houston-area sustainability startups have been named finalists in the 2023 Houston Innovation Awards, but they didn't achieve this recognition — as well as see success for their businesses — without any obstacles.

The finalists were asked what their biggest challenges have been. From funding to market adoption, the sustainability companies have had to overcome major obstacles to continue to develop their businesses.

The awards program — hosted by EnergyCapital's sister site, InnovationMap, and Houston Exponential — will name its winners on November 8 at the Houston Innovation Awards. The program was established to honor the best and brightest companies and individuals from the city's innovation community. Eighteen energy startups were named as finalists across all categories, but the following responses come from the finalists in the sustainability category specifically.

    Click here to secure your tickets to see who wins.

    1. Securing a commercial pilot

    "As an early-stage clean energy developer, we struggled to convince key suppliers to work on our commercial pilot project. Suppliers were skeptical of our unproven technology and, given limited inventory from COVID, preferred to prioritize larger clients. We overcame this challenge by bringing on our top suppliers as strategic investors. With a long-term equity stake in Fervo, leading oilfield services companies were willing to provide Fervo with needed drilling rigs, frack crews, pumps, and other equipment." — Tim Latimer, founder and CEO of Fervo Energy

    2. Finding funding

    "Securing funding in Houston as a solo cleantech startup founder and an immigrant with no network. Overcome that by adopting a milestone-based fundraising approach and establishing credibility through accelerator/incubator programs." — Anas Al Kassas, CEO and founder of INOVUES

    "The biggest challenge has been finding funding. Most investors are looking towards software development companies as the capital costs are low in case of a risk. Geothermal costs are high, but it is physical technology that needs to be implemented to safety transition the energy grid to reliable, green power." — Cindy Taff, CEO of Sage Geosystems

    3. Market adoption

    "Market adoption by convincing partners and government about WHP as a solution, which is resource-intensive. Making strides by finding the correct contacts to educate." — Janice Tran, CEO and co-founder of Kanin Energy

    "We are creating a brand new financial instrument at the intersection of carbon markets and power markets, both of which are complicated and esoteric. Our biggest challenge has been the cold-start problem associated with launching a new product that has effectively no adoption. We tackled this problem by leading the Energy Storage Solutions Consortium (a group of corporates and battery developers looking for sustainability solutions in the power space), which has opened up access to customers on both sides of our marketplace. We have also leveraged our deep networks within corporate power procurement and energy storage development to talk to key decision-makers at innovative companies with aggressive climate goals to become early adopters of our products and services." — Emma Konet, CTO and co-founder of Tierra Climate

    4. Long scale timelines

    "Scaling and commercializing industrial technologies takes time. We realized this early on and designed the eXERO technology to be scalable from the onset. We developed the technology at the nexus of traditional electrolysis and conventional gas processing, taking the best of both worlds while avoiding their main pitfalls." — Claus Nussgruber, CEO of Utility Global

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    A View From HETI

    Tim Latimer, CEO and co-founder of Fervo Energy, has been named to the TIME100 Next. Photo courtesy of Fervo Energy

    What do pop star Sabrina Carpenter and Houston geothermal energy founder Tim Latimer have in common? In addition to their successful summers in their respective industries, they both also were named influential leaders on the TIME100 Next list for 2024.

    For the fifth year, Time magazine released the annual list that was established to honor influential leaders "who are not waiting long in life to make an impact," reads the announcement article, continuing, "TIME100 Next has no age requirements; its aim is to recognize that influence does not have them either, nor does leadership look like it once did."

    Representing Houston, Latimer was selected for his work in geothermal energy innovation. His company, Fervo Energy, has reached numerous milestones over its seven years of existence, garnering partnerships with the likes of Google and Devon Energy and raising an estimated $531 million in venture capital investment. Last month, the company announced it received a $100 million bridge loan from an affiliate of Irvington, New York-based X-Caliber Rural Capital for the first phase of its ongoing Cape Station project, which is being touted as the world’s largest geothermal energy plant.

    "At a time when emission reductions are vital, energy demand has surged to a record high as a boom in AI and data centers pushes our nation’s grid to the brink," writes Tom Steyer, co–­executive chair of Galvanize Climate Solutions, which invests in Fervo Energy, in a Time article. "Leveraging multiple forms of renewable energy will be critical to meeting this demand and advancing the climate transition.

    "One such solution is geothermal, which could eliminate close to 800 megatonnes of emissions annually by 2050," he continues. "Latimer uses fracking technology to supercharge the output of geothermal wells. Last year, in collaboration with Google, his startup piloted a first-of-its-kind commercial-­scale power plant, and in November, the Nevada plant (Project Red) began pumping electricity into Google data centers. Getting juice to the grid is a key milestone for energy startups—and one many never reach."

    In an interview with InnovationMap for the Houston Innovators Podcast, Latimer reported that Fervo is growing and scaling at around a 100x pace. While Fervo's first project, Project Red, included three wells, Project Cape, a Southwest Utah site, will include around 100 wells with significantly reduced drilling cost and an estimated 2026 delivery. Latimer says there are a dozen other projects like Project Cape that are in the works.

    "It's a huge ramp up in our drilling, construction, and powerplant programs from our pilot project, but we've already had tremendous success there," Latimer says of Project Cape. "We think our technology has a really bright future."

    While Latimer looks ahead to the rapid growth of Fervo Energy, he says it's all due to the foundation he put in place for the company, which has a culture built on the motto, "Build things that last."

    “You’re not going to get somewhere that really changes the world by cutting corners and taking short steps. And, if you want to move the needle on something as complicated as the global energy system that has been built up over hundreds of years with trillions of dollars of capital invested in it – you’re not going to do it overnight," he says on the show. "We’re all in this for the long haul together."


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