Green Tech at a Crossroads: In Search of the Green Tech Google

A year ago, solar-technology start-up Ausra was ready for the big time. There were plans on the table to raise hundreds of millions of dollars to build giant power plants and to conduct an initial public offering of Ausra shares by 2010.

Then the recession hit. Ausra executives refocused on more modest goals, such as building small solar units, and selling equipment for industrial operations like desalination and food processing. It also is trying to sell to utilities, rather than build massive solar plants itself.

“Utilities are really in a great position to build large-scale projects,” said Katherine Potter, communications vice president at Ausra. “You need to walk before you can run, but the technology is there.”

That IPO goal, it’s fair to say, is off the table for the foreseeable future. And as executives came to accept that Ausra had to change its business, the Palo Alto, Calif., company cut about 10 percent of its 108 employees.

Ausra isn’t the only green-tech company dealing with reduced expectations. Despite high hopes, $14.5 billion in worldwide venture funding over the last two years, and cheerleading from the Obama White House, 2009 could be a make-or-break year for many green-tech outfits. And the stakes may be greater than the fortunes of a few entrepreneurs and their investors.

Save The World, Make Money

Can the United States simultaneously lean on green-tech investment to help fix its broken economy, wean itself off dependence on foreign fuel sources, and address climate change concerns? President Obama, for one, appears to be a believer in one of the fundamental underpinnings of green business: you can make money while helping save the world.

“One of the key points that…I will repeat again and again during the course of my presidency is there is not a contradiction between economic growth and sound environmental practices,” Obama said when he named his energy and environment team in December. “I think that the future of innovation and technology is going to be what drives our economy into the future. And the energy economy is going to be part of what creates the millions of jobs we need.”

Green-tech entrepreneurs and investors are well aware of these lofty goals. But these days, they’re more focused on other issues, such as finding the money to stay in business and landing customers.

“We had closed a round of funding in October for the next stage of vehicle development–then all of that went off the table in about six days,” said John Waters, the CEO of stealthy electric-car start-up Bright Automotive, which restructured two months later and managed to find alternative funding.

The question isn’t whether the green-tech movement will whither away. Already, there is a growing consumer niche for green technologies, from rooftop solar panels to low-power consumer electronics made from recycled materials.

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MIT Team Builds Solar Car for World Solar Challenge (Video)

Calling any vehicle Eleanor is a bit cheeky, considering that it evokes the image of brawny Ford Mustangs made famous in the movie “Gone in 60 Seconds.” In this case, it may even be ironic, since the car the MIT Solar Electric Vehicle Team is referring to is solar-powered, rides on three wheels, and tops out at 90 mph.

The Massachusetts Institute of Technology’s latest competitor in the upcoming 10th World Solar Challenge couldn’t be more different than its namesake. Its Eleanor is low slung, highly aerodynamic, and covered by 6 square meters of silicon solar cells that generate 1,200 watts of electricity. On board the car is a 6kWh lithium ion battery pack that stores enough power to travel from New York to Boston without the sun, or about 250 miles at around 55 mph.

But on a sunny day, the solar car can run nonstop at a cruising speed of 55 mph, and calculations show that it can reach 90 mph.

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Solar Water Heating Incentives May Be On The Way

Ninety percent of the hot water that pours from Californians’ bathroom and kitchen taps is warmed with natural gas, but all those hot showers come with a cost. Burning natural gas pumps out hundreds of thousands of tons of greenhouse gas emissions each year — and that’s in the state of California alone.

Capitalizing upon the state’s goals to reduce greenhouse gases to 1990 levels by 2020, the California Solar Energy Industries Assn. recently released a study to demonstrate the environmental and financial values of replacing natural-gas water heaters with those that are powered with solar energy in the hopes its study will greenlight a potential $250-million consumer rebate program in the state.

The consumer rebate program is part of AB 1470 — a 2007 law that charged the California Public Utilities Commission with conducting a pilot project to determine if solar water heating is cost effective enough to implement the rebate program, which would provide financial incentives for the installation of as many as 200,000 solar water heaters. A typical residential solar water heating system costs $6,500. Read more

Industry Leaders Forecast Dramatic Growth in the U.S. Solar Market by 2016 with Extension of Credit

Federal Solar Tax Credits Extended for 8 Years, US Poised to Become Largest Solar Market in the World

WASHINGTON - Today, by a vote of 263 to 171, the U.S. House of Representatives passed historic legislation that extends the 30-percent federal investment tax credit for both residential and commercial solar installations for 8 years. This landmark legislation is part of H.R. 1424, the Emergency Economic Stabilization Act of 2008, designed to address the U.S. financial crisis. It is the most significant federal policy ever enacted for the solar industry. President Bush has vowed to sign the bill into law. The Senate passed the bill on Wednesday night.

“This bill is a major step in our long journey toward energy independence and ensures that solar energy will be a significant part of America’s energy future,” said SEIA president Rhone Resch. “This long-term extension of the solar tax credits will create a domestic solar industry with hundreds of thousands of jobs while providing clean, affordable, carbon-free energy to millions of American families, businesses, and communities.”

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