It's a different world for startups on the other side of the pandemic — especially for business development. One Houston innovator shares her lessons learned. Photo via Getty Images

The post-pandemic world of business development looks a lot different than it did in 2019. I started my first “sales” role in 2014 at a large, international company, and my days were filled with in-person meetings, often visiting four or five different prospects. The pandemic shifted this approach, as we all moved to web-based platforms and face-to-face meetings dwindled.

Fast forward to 2023, when I joined the Houston team at Square Robot, a startup that was trying to disrupt an industry. I had to learn how to navigate a post-pandemic sales world — where hybrid work, reliance on emails, and video based web calls are now the norm — coupled with the challenges of working for a relatively new company.

I think many working for startups will agree that the first barrier encountered in trying to build and grow your business is addressing the “who” in the equation. You are battling your prospect’s already busy schedule to earn a few minutes of their time, which is an uphill battle when the company is relatively unknown. Not to mention, startups often run into internal delays just from encountering a concern or problem that hasn't been sorted out before. A successful startup is made up of people who, when encountering that sort of a situation, instinctively and proactively figure out the way to solve it instead of sitting back and saying, "We don't have a tool I can use, so I can't get this accomplished.”

While there’s no perfect formula for how to drive sales at a startup, I can share my personal experience and success from the past 15 months at Square Robot. The company put their faith in me to develop business in an untapped market segment: the power industry. In one year, I grew this market by over 300 percent, despite the majority of prospects having never heard of Square Robot. There were a few key steps to my success, which included adjusting to the shift in work operations since Covid-19.

The power of developing a brand

My first focus was on developing my personal brand as an ambassador for Square Robot. Not only did I dive into learning all aspects of our robotic services, but I then did the same in the power industry. I heavily relied on LinkedIn to build my brand as a knowledge center, often creating short videos, posts and even articles about the benefits of Square Robot’s service for the power industry.

I found that in a business world that’s inundated with endless emails and cold calls, social media was an easy way to get in front of prospects without the pressure of calling as they’re stepping into a meeting or too busy to speak. The recognition of name and company from LinkedIn translated across the traditional platforms. I connected and messaged on LinkedIn, followed by email and phone outreach. Overall, about 75 percent of my closed opportunities in 2023 began with outreach on Linkedin.

Tapping into relevant organizations

As I continued to learn more about the power generation industry, I looked for associated research and non-profit groups. From there, I found the Electric Power Research Institute, and subsequently, Square Robot was accepted into a program to showcase new technology directly to the end user.

I also researched industry specific conferences and publications for either speaking submissions or written pieces, which are great avenues to grow the brand of a startup company while paying close attention to budgeting.

Making time for in-person meetings

While finding ways to raise the profile of Square Robot was important, I also wanted to make sure I still had the face-to-face connection that makes a lasting impact. True success in this role takes business development into relationship development, and I made it a priority to visit new clients when Square Robot was onsite providing service.

Taking the time to meet in person with the people and teams I’ve spoken with countless times — sometimes across months — helped to build trust and uncover additional opportunities. People are much more likely to answer emails or calls when they can put a face to a name. Many times I used this visit to extend my reach into a company, asking for introductions to other locations or areas.

Even though 2023 was an achievement for myself and Square Robot, it comes with the expectation of continued growth. In the startup world of business development, this means constantly engaging with potential audiences in new and different ways, not being deterred when things take time or you fail, and having creativity and tenacity to drive sales.

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Stephanie Nolan is director of sales at Square Robot, which is headquartered in Massachusetts but has a growing presence in Houston.

This article originally ran on InnovationMap.
Scott Nyquist on what the path to net-zero will look like. Graphic via mckinsey.com

Column: Houston expert on what the path to net-zero will look like

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The $275 trillion question: What does the road to net-zero look like?

That’s a good question, and McKinsey took a serious stab at providing an answer in a 2022 report, it considers the net-zero scenario described by the Network for Greening the Financial System (NGFS), a consortium of 105 central banks and financial institutions. McKinsey then describes the costs, benefits, and social and economic changes that would likely be required for the world to start, stay on, and finish the pathway described by the NGFS.

Here is what the report isn’t, and what it doesn’t do. It isn’t a roadmap to net zero, and it does not make predictions. Rather, it offers estimates related to one specific scenario. It does not say who should pay. It does not address adaptation. It doesn’t even assume that restricting global temperature rises to 1.5 degrees Celsius by 2050 is achievable. It doesn’t assert that this is the best or only way to of. Indeed, it notes that “it is likely that real outcomes will diverge from these estimates.”

What the report does do is more interesting: with rigor and thoughtfulness, it thinks through what a genuine, global effort to get to net zero would take. Here are a few insights from the report I found particularly noteworthy.

It won’t come cheap. Capital spending by 2050 under the NGFS scenario would add up to $275 trillion, or $9.2 trillion per year on average. That is about $3.5 trillion a year more than is being spent today, or the equivalent of about half of global corporate profits in 2020. In addition, about $1 trillion of current spending would need to shift from high- to low-emissions assets. In short, it’s a lot of money. Of course, some of these costs are also investments that will deliver returns, and indeed the share that do so will probably rise over the decades. Upfront spending now could also reduce operating costs down the line, through greater efficiency and lower maintenance costs. And it’s important to keep in mind the considerable benefit of a healthier planet and a stable climate, with cleaner air and richer land. But the authors do not shy away from the larger point: “Reaching net-zero emissions will thus require a transformation of the global economy.”

Some countries are going to be hit harder than others. It’s hardly surprising to read that countries like Saudi Arabia, Russia, and Venezuela, which rely heavily on oil and gas resources, are going to have a more difficult time adjusting. The same is true for many developing economies. To some extent their residents can leapfrog to cleaner, greener technologies, just as they skipped the landline in favor of cellphones. But other factors weigh in. For example, developing countries are more likely to have high-emissions manufacturing as a major share of the economy; services are generally lower emission. In addition, poorer countries still have to build much of their infrastructure, which is costly. All this adds up. The report estimates that India and sub-Saharan Africa would need to spend almost 11 percent of its GDP on physical assets related to energy and land to get to net zero; in other Asian countries and Latin America, it is more than 9 percent. For Europe and the United States, by contrast, the figure is about 6 percent.

Now is better than later. An orderly, gradual transition would likely be both gentler and cheaper than a hasty, disorderly one. The report sees spending as “frontloaded,” meaning that there is more of it in the next decade to 15 years, and then it declines. That is because of the need for substantial capital investment. But why does this matter? There is timing, for one thing. If low emissions sources do not increase as fast (or preferably faster) than high-emissions ones are retired, there will be shortages or price rises. Both would be unpleasant, and could also cut into public support for change. And then there is the matter of money. If a coal plant is built today—as many are—and then has to be shut down, abruptly and well before its useful life over, a lot of money that was invested in it will never be recouped. The report estimates that as much as $2.1 trillion assets in the power sector alone could be stranded by 2050. Many of these assets are capitalized on the balance sheets of listed companies; shutting them down prematurely could bring bankruptcies and credit defaults, and that could affect the global financial system.

The world would look very different. Under the NGFS scenario, oil and gas production volumes in 2050 would be 55 percent and 70 percent lower, respectively, and coal would just about vanish. The market share for battery or fuel cell-electric vehicles would be close to 100 percent. Many existing jobs would disappear, and because these assets tend to be geographically concentrated, the effects on local communities would be harsh. For example, more than 10 percent of jobs in 44 US counties are in the coal, oil and gas, fossil fuel power, and automotive sectors. On the whole, McKinsey estimates that the transition could mean the loss of 187 million jobs—but the creation of 202 million new ones. Reaching net zero would also make demands on individuals, such as switching to electric vehicles, making their homes more energy efficient, and eating less meat like beef and lamb (cows and sheep are ruminants, emitting methane, a greenhouse gas).

There’s a lot else worth thinking about in the report, which goes into some detail about forestry and agriculture, for example, as well as the role of climate finance and what can be done to fill technology gaps. And its closing sentence is worth pondering: “The key issue is whether the world can muster the requisite boldness and resolve to broaden its response during the next decade or so, which will in all likelihood decide the nature of the transition.”

So, is something like this going to happen? I don’t know. There is certainly momentum. As of January 27, 2022, 136 countries accounting for almost 90 percent of both emissions and GDP, have signed up to the idea. But these pledges are not cast in stone, or indeed in legislation, in many places, and as a rule policy is running far short of the promise. “Moving to action,” the report notes dryly, “has not proven easy or straightforward.”

And while some things can be done from the top down, others cannot—such as the considerable shift in human diets away from high-emissions (and delicious) beef and lamb and more toward poultry and legumes. Moreover, inertia and vested interests are powerful forces. “Government and business would need to act together with singular unity, resolve, and ingenuity, and extend their planning and investment horizons even as they take immediate actions to manage risks and capture opportunities,” the report concludes. That’s a big ask.

So, like McKinsey, I am not going to make predictions. But for an analysis of what it would take, this is a valuable effort.

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Scott Nyquist is a senior advisor at McKinsey & Company and vice chairman, Houston Energy Transition Initiative of the Greater Houston Partnership. The views expressed herein are Nyquist's own and not those of McKinsey & Company or of the Greater Houston Partnership. This article originally ran on LinkedIn on January 28, 2022.

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New report maps Houston workforce development strategies as companies transition to cleaner energy

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The University of Houston’s Energy University latest study with UH’s Division of Energy and Innovation with stakeholders from the energy industry, academia have released findings from a collaborative white paper, titled "Workforce Development for the Future of Energy.”

UH Energy’s workforce analysis found that the greatest workforce gains occur with an “all-of-the-above” strategy to address the global shift towards low-carbon energy solutions. This would balance electrification and increased attention to renewables with liquid fuels, biomass, hydrogen, carbon capture, utilization and storage commonly known as CCUS, and carbon dioxide removal, according to a news release.

The authors of the paper believe this would support economic and employment growth, which would leverage workers from traditional energy sectors that may lose jobs during the transition.

The emerging hydrogen ecosystem is expected to create about 180,000 new jobs in the greater Houston area, which will offer an average annual income of approximately $75,000. Currently, 40 percent of Houston’s employment is tied to the energy sector.

“To sustain the Houston region’s growth, it’s important that we broaden workforce participation and opportunities,” Ramanan Krishnamoorti, vice president of energy and innovation at UH, says in a news release. “Ensuring workforce readiness for new energy jobs and making sure we include disadvantaged communities is crucial.”

Some of the key takeaways include strategies that include partnering for success, hands-on training programs, flexible education pathways, comprehensive support services, and early and ongoing outreach initiatives.

“The greater Houston area’s journey towards a low-carbon future is both a challenge and an opportunity,” Krishnamoorti continues. “The region’s ability to adapt and lead in this new era will depend on its commitment to collaboration, innovation, and inclusivity. By preparing its workforce, engaging its communities, and leveraging its industrial heritage, we can redefine our region and continue to thrive as a global energy leader.”

The study was backed by federal funding from the Department of the Treasury through the State of Texas under the Resources and Ecosystems Sustainability, Tourist Opportunities, and Revived Economies of the Gulf Coast States Act of 2012.

Houston geothermal startup selects Texas location for first energy storage facility

major milestone

Houston-based geothermal energy startup Sage Geosystems has teamed up with a utility provider for an energy storage facility in the San Antonio metro area.

The three-megawatt EarthStore facility will be on land controlled by the San Miguel Electric Cooperative, which produces electricity for customers in 47 South Texas counties. The facility will be located in the town of Christine, near the cooperative’s coal-fired power plant.

Sage says its energy storage system will be paired with solar energy to supply power for the grid operated by the Electric Reliability Council of Texas (ERCOT). The facility is set to open later this year.

“Once operational, our EarthStore facility in Christine will be the first geothermal energy storage system to store potential energy deep in the earth and supply electrons to a power grid,” Cindy Taff, CEO of Sage Geosystems, says in a news release.

The facility is being designed to store geothermal energy during six- to 10-hour periods.

“Long-duration energy storage is crucial for the ERCOT utility grid, especially with the increasing integration of intermittent wind and solar power generation,” says Craig Courter, CEO of the San Miguel Electric Cooperative.