Real Good Trading Company
Founded: 1978 by John Schaeffer
Sector: Environmental lifestyle and alternative energy products
Business Status: Merged with Gaiam Inc, in 2001
Location: Founded in California
Website: www.realgoods.com (www.solarliving.org – non-profit Solar Living Institute)
Status 1991:
''Originally started in 1978 as a small store to serve the needs of ''retro-hippies'' attempting to ''get back to nature'' in Northern California, the company drastically shifted focus in the early 1980''s and began serving farmers, seasonal residents, and others who often built homes far from the nearest power lines. That change in focus transformed Real Goods into a $6-million-per-year company in 1990 (Bennett, 1991,p.177)[1].
Founder:
(The following excerpt is taken from the Real Goods company website). ''As did many of his contemporaries in the 1960s and early 1970s, John Schaeffer, founder of Real Goods, experimented with an alternative lifestyle. After graduating from U.C. Berkeley in 1971, he moved to a commune called "Rainbow" outside of Boonville, California. There, in an isolated 290-acre mountain community, John pursued a picturesque life of enlightened self-sufficiency
Despite the idyllic surroundings, John soon found that certain key elements of life were missing. After several years of reading bedtime stories to his children by the flickering light of a kerosene lamp, John began to squint. He grew tired of melted ice cream and lukewarm beer. He began to miss the creature comforts his family was lacking due to their "off-the-grid" lifestyle. He yearned for just a tiny amount of energy to strike a balance between the lifestyle he had grown up with and complete deprivation. John came to the realization that self-sufficiency was much more appealing as a concept than a reality. Then he discovered 12-volt power. John hooked up an extra battery to his car that he charged while commuting to work, with just enough juice to power lights, a radio, and the occasional television broadcast. Despite his departure from a pure ascetic lifestyle, each and every time that Saturday Night Live aired, John''s home became the most popular place on the commune. Eventually, when the 12-hour community workdays began to take their
toll, John took a job as a computer operator in Ukiah, 35 miles from Boonville.
Once the word got out that John would be making the trek over the mountain to the "big city" daily, he became a one-man pick-up and delivery service, procuring the wood stoves, fertilizer, chicken wire, bone meal, gardening seeds, tools, and supplies needed for the commune. As a conscientious and naturally frugal person, John spent hours scrutinizing the hardware stores and home centers of Ukiah, searching for the best deals on the real goods needed for the communards'' close-to-the-earth lifestyle. One day, while driving his VW bug back to the commune after a particularly vexing shopping trip, a thought occurred to John. "Wouldn't it be great," he mused, "if there was one store that sold all the products needed for independent, off-the-grid living, and sold them at fair prices?" The idea of Real Goods was born ''[2].
Real Goods:
In addition to the Real Goods store, Schaeffer launched a mail order catalogue selling renewable energy products. Towards the end of 1978 Schaeffer also began selling solar photovoltaic panels from the store. At a time when solar was unheard of and expensive, Schaeffer bought 100 9 watt panels for approximately $600 each, and sold them for $900. Real Goods and John Schaeffer also received various awards for ethical and environmental business standards, including three consecutive Robert Rodale Awards for Environmental Education; Northern California Small Business of the Year Winner for 1994; and finalist for Entrepreneur of the year two years running [3].
In 1991 Schaeffer printed the first Solar Living Sourcebook, an information guide on renewable energy and sustainable living practices and products. In 1996 the Solar Living Centre (a 5,000 square foot showroom) in Hopland, California was opened. Schaeffer wanted to create a centre where the company could demonstrate the culture and technology of solar living. The building was designed by architect Sim Van der Ryn of the Ecological Design Institute of Sausalito, California, and was designed to capture the varying hourly and seasonal angles of the sun. The building has various alternative technologies and design features such as solar-powered fluorescent lighting, solar-powered evaporative coolers which provide air conditioning and cool night air, and Grape arbors and a central fountain with evaporative cooling along the southern aspect of the building to act as a first line of defence against excessive heat from the sun. In 1998, the centre became a separate non-profit called the Solar Living Institute, with the aim of promoting sustainable living through environmental education programs[4].
Merger with Gaiam Inc:
In 2001 Real Goods merged with Gaiam, Inc., an environmental and healthy lifestyle company based in Boulder Colorado. The merger involved the consolidation of the majority of Real Goods' operations into the established infrastructure of Gaiam, while maintaining the Real Goods' brand name and mission. At the time of the merger John Schaeffer made the following statement: ''I'm glad our two companies have finally combined energies, and I think we'll make an incredibly strong team to further our mutual missions that are now more important than ever before. With the depth of the Gaiam team, Gaiam's unique proprietary products, and their operational and marketing strength, Real Goods will finally be able to achieve the economies of scale to reach a far wider audience. Together we will be far stronger than Real Goods could be on its own [5]".
Status 2010:
In 2002 Real Goods began installing solar systems, and in early 2008 Real Goods made its initial public offering, raising over $50 million to expand its solar
capabilities. Over the course of two years Real Goods acquired four solar companies: Marin Solar, Carlson Solar, Independent Energy Systems, and Regrid
Power. The five companies were integrated and rebranded as Real Goods Solar in 2009. According to the company website, Real Goods Solar has now installed more solar systems than any other company in the U.S., including over 5,000 solar systems on homes primarily in California and Colorado and off-the-grid solar to over 100,000 homes worldwide [6].
As of late 2009, over two and a half million people have visited the Solar Living Institute [7], where visitors can engage in practical education through hands-on workshops on renewable energy, green building, sustainable living, permaculture, organic gardening and alternative environmental construction
methods [8].
Schaeffer continues to publish the Solar Living Sourcebook, publishing the (Real Goods) 30th Anniversary edition in 2007. This edition was rewritten with additional sections on issues such as Peak Oil, Climate Change, Natural Burial, and Permaculture [9]. John Schaeffer remains as president of Real Goods Solar, Inc.
Sources:
[1] Bennett, S. J. (1991) ''Ecopreneuring: The Complete Guide to Small Business Opportunities from the Environmental Revolution'', New York, Wiley.
[2] Real Goods (2010) Our Story | Real Goods Solar [online].
[3] Real Goods (2010) Our Story | Real Goods Solar [online].
[4] Real Goods (2010) Our Story | Real Goods Solar [online].
[5] Gaiam (2001) Gaiam [online].
[6] Real Goods (2010) Our Story | Real Goods Solar [online].
[7] Real Goods (2010) Our Story | Real Goods Solar [online].
[8] Solar Living Institute (2010) About Us | Solar Living Institute [online].
[9] New Society Publishers (2010) New Society Publishers – Real Goods Solar Living Sourcebook – Special 30th Anniversary Edition [online].
Sector: Environmental lifestyle and alternative energy products
Business Status: Merged with Gaiam Inc, in 2001
Location: Founded in California
Website: www.realgoods.com (www.solarliving.org – non-profit Solar Living Institute)
Status 1991:
''Originally started in 1978 as a small store to serve the needs of ''retro-hippies'' attempting to ''get back to nature'' in Northern California, the company drastically shifted focus in the early 1980''s and began serving farmers, seasonal residents, and others who often built homes far from the nearest power lines. That change in focus transformed Real Goods into a $6-million-per-year company in 1990 (Bennett, 1991,p.177)[1].
Founder:
(The following excerpt is taken from the Real Goods company website). ''As did many of his contemporaries in the 1960s and early 1970s, John Schaeffer, founder of Real Goods, experimented with an alternative lifestyle. After graduating from U.C. Berkeley in 1971, he moved to a commune called "Rainbow" outside of Boonville, California. There, in an isolated 290-acre mountain community, John pursued a picturesque life of enlightened self-sufficiency
Despite the idyllic surroundings, John soon found that certain key elements of life were missing. After several years of reading bedtime stories to his children by the flickering light of a kerosene lamp, John began to squint. He grew tired of melted ice cream and lukewarm beer. He began to miss the creature comforts his family was lacking due to their "off-the-grid" lifestyle. He yearned for just a tiny amount of energy to strike a balance between the lifestyle he had grown up with and complete deprivation. John came to the realization that self-sufficiency was much more appealing as a concept than a reality. Then he discovered 12-volt power. John hooked up an extra battery to his car that he charged while commuting to work, with just enough juice to power lights, a radio, and the occasional television broadcast. Despite his departure from a pure ascetic lifestyle, each and every time that Saturday Night Live aired, John''s home became the most popular place on the commune. Eventually, when the 12-hour community workdays began to take their
toll, John took a job as a computer operator in Ukiah, 35 miles from Boonville.
Once the word got out that John would be making the trek over the mountain to the "big city" daily, he became a one-man pick-up and delivery service, procuring the wood stoves, fertilizer, chicken wire, bone meal, gardening seeds, tools, and supplies needed for the commune. As a conscientious and naturally frugal person, John spent hours scrutinizing the hardware stores and home centers of Ukiah, searching for the best deals on the real goods needed for the communards'' close-to-the-earth lifestyle. One day, while driving his VW bug back to the commune after a particularly vexing shopping trip, a thought occurred to John. "Wouldn't it be great," he mused, "if there was one store that sold all the products needed for independent, off-the-grid living, and sold them at fair prices?" The idea of Real Goods was born ''[2].
Real Goods:
In addition to the Real Goods store, Schaeffer launched a mail order catalogue selling renewable energy products. Towards the end of 1978 Schaeffer also began selling solar photovoltaic panels from the store. At a time when solar was unheard of and expensive, Schaeffer bought 100 9 watt panels for approximately $600 each, and sold them for $900. Real Goods and John Schaeffer also received various awards for ethical and environmental business standards, including three consecutive Robert Rodale Awards for Environmental Education; Northern California Small Business of the Year Winner for 1994; and finalist for Entrepreneur of the year two years running [3].
In 1991 Schaeffer printed the first Solar Living Sourcebook, an information guide on renewable energy and sustainable living practices and products. In 1996 the Solar Living Centre (a 5,000 square foot showroom) in Hopland, California was opened. Schaeffer wanted to create a centre where the company could demonstrate the culture and technology of solar living. The building was designed by architect Sim Van der Ryn of the Ecological Design Institute of Sausalito, California, and was designed to capture the varying hourly and seasonal angles of the sun. The building has various alternative technologies and design features such as solar-powered fluorescent lighting, solar-powered evaporative coolers which provide air conditioning and cool night air, and Grape arbors and a central fountain with evaporative cooling along the southern aspect of the building to act as a first line of defence against excessive heat from the sun. In 1998, the centre became a separate non-profit called the Solar Living Institute, with the aim of promoting sustainable living through environmental education programs[4].
Merger with Gaiam Inc:
In 2001 Real Goods merged with Gaiam, Inc., an environmental and healthy lifestyle company based in Boulder Colorado. The merger involved the consolidation of the majority of Real Goods' operations into the established infrastructure of Gaiam, while maintaining the Real Goods' brand name and mission. At the time of the merger John Schaeffer made the following statement: ''I'm glad our two companies have finally combined energies, and I think we'll make an incredibly strong team to further our mutual missions that are now more important than ever before. With the depth of the Gaiam team, Gaiam's unique proprietary products, and their operational and marketing strength, Real Goods will finally be able to achieve the economies of scale to reach a far wider audience. Together we will be far stronger than Real Goods could be on its own [5]".
Status 2010:
In 2002 Real Goods began installing solar systems, and in early 2008 Real Goods made its initial public offering, raising over $50 million to expand its solar
capabilities. Over the course of two years Real Goods acquired four solar companies: Marin Solar, Carlson Solar, Independent Energy Systems, and Regrid
Power. The five companies were integrated and rebranded as Real Goods Solar in 2009. According to the company website, Real Goods Solar has now installed more solar systems than any other company in the U.S., including over 5,000 solar systems on homes primarily in California and Colorado and off-the-grid solar to over 100,000 homes worldwide [6].
As of late 2009, over two and a half million people have visited the Solar Living Institute [7], where visitors can engage in practical education through hands-on workshops on renewable energy, green building, sustainable living, permaculture, organic gardening and alternative environmental construction
methods [8].
Schaeffer continues to publish the Solar Living Sourcebook, publishing the (Real Goods) 30th Anniversary edition in 2007. This edition was rewritten with additional sections on issues such as Peak Oil, Climate Change, Natural Burial, and Permaculture [9]. John Schaeffer remains as president of Real Goods Solar, Inc.
Sources:
[1] Bennett, S. J. (1991) ''Ecopreneuring: The Complete Guide to Small Business Opportunities from the Environmental Revolution'', New York, Wiley.
[2] Real Goods (2010) Our Story | Real Goods Solar [online].
[3] Real Goods (2010) Our Story | Real Goods Solar [online].
[4] Real Goods (2010) Our Story | Real Goods Solar [online].
[5] Gaiam (2001) Gaiam [online].
[6] Real Goods (2010) Our Story | Real Goods Solar [online].
[7] Real Goods (2010) Our Story | Real Goods Solar [online].
[8] Solar Living Institute (2010) About Us | Solar Living Institute [online].
[9] New Society Publishers (2010) New Society Publishers – Real Goods Solar Living Sourcebook – Special 30th Anniversary Edition [online].