Clean Technology

Clean technology, or cleantech, refers to the broad range of products and services that use renewable materials and energy sources, reduce the use of natural resources, and cut or eliminate emissions and waste. It includes renewable energy like wind power, solar power, biomass, and biofuels, as well as green transportation and more.

The 2009 OCETA SDTC Cleantech Growth & Go-to-Market Report

The clean technology sector offers considerable promise for Canada's economy; however, there is no single source of company profiles for companies that have secured funding, have attracted customers, and are generating revenue.

In The 2009 OCETA SDTC Cleantech Growth & Go-to-Market Report, the Russell Mitchell Group - in partnership with the Ontario Centre for Environmental Technology Advancement (OCETA) - tests the hypothesis that companies with clearly defined market strategies, sales processes, and go-to-market processes will outperform their peers in the areas of sales growth and profit growth.

By distilling best practices and lessons learned from Ontario's market leaders in this sector, the report and its associated briefing series enable promising companies to be inspired by and learn from the in-depth profiles and strategies of some of Ontario's most successful companies in this sector.

The study has attracted the Sustainable Development Technologies Corporation (SDTC), Canada's largest clean technology investor, as the title sponsor. Study sponsors include Blake, Cassels & Graydon LLP, CVCA, Department of Foreign Affairs and International Trade (DFAIT), Export Development Canada (EDC), Government of Ontario, Investeco, MaRS Discovery District, National Angel Capital Organization, Ogilvy Renault LLP, Ontario BioAuto Council, RBC, TMX Group Inc., and venture capital firm XPV.

Rationale for the Study

We launched this initiative based on the following economic rationale:

  1. According to a study to be published by The Conference Board of Canada in September 2008, Canada ranks 13 out of 17 countries in commercializing, marketing, and selling innovative technologies. Canada's ranking in developing innovative technologies is far higher, indicating that Canadian companies need to become more skilled at:
    • Choosing channels of distribution to reach addressable markets.
    • Choosing the elements of a product (including services) that are commercially compelling to customers. Proving and communicating the basis of value they are creating.
    • Determining the basis of pricing given the value they are creating.
    • Prioritizing markets.
    • Triggering investment in scaled sales and marketing capacity to coincide with the readiness of markets.
  2. We see a great deal of work and investment in transferring innovative technologies from universities to enterprises. We believe that this sector will reap significant economic dividends from investment in the know-how needed to choose markets, close sales, and realize revenue.
  3. In the past, innovative companies could be sold on the basis of proven technology and/or as a multiple of revenue. In the future, innovative companies will be sold as a multiple of Earnings Before Interest, Depreciation and Amortization (EBITDA).
  4. Many cleantech companies are being built based on integrated offerings that combine mature core technologies with services and new integration software. These 'solutions' share a great deal in common with the competitive offerings of innovative companies that sell to enterprise and telecommunications customers.