December 11, 2009 | Category: Success Stories |

Most small business consultants will tell you that changing with the times is an essential part of small business success. Markets evolve over time, and the only way to stay viable is to change with them. However, one business found success by incorporating this adage with one of the most popular causes of our times: going green.

Shuttleworth was a small company focusing on making conveyor systems for other manufacturers, providing steady work for one hundred employees. However, like many American businesses, the company found its business in the electronics sector was being lost to overseas competitors. The company refocused on other manufacturers, making conveyor systems for industries such as food, paper materials, and automotives. That is, until this year it hit on a new manufacturing product with sales going through the roof: solar panels.

Small businesses are increasingly finding that going green is as good for their bottom line as it is for the planet. Not only are consumers more likely to buy products they perceive as ‘green’, there is considerable growth in green industries. Shuttleworth hit on a real winner: researchers have predicted that solar panels will triple to a $74 billion industry in the next decade alone. Wind power will grow at approximately the same rate. This is an enormous potential for an industry that was considered a specialty niche product just a few years ago. Indeed, Shuttleworth has projected that solar manufacturing will grow to twenty percent of their revenue this year.

Part of the growth in this industry is due to government involvement. Billions are being invested in clean energy, and more money is coming in the near future. The economic stimulus act is expected to open up another two million jobs in the clean energy sector. With manufacturing an ailing industry, this will provide a needed boost while providing jobs for people who need them most. With parts for solar panels and wind power both very heavy and difficult to move, this is an industry that will stay on American soil for the foreseeable future.

Switching to the green industry isn’t an easy task. Shuttleworth has had to meet quality standards exceeding those for most industries, including cars. Retraining employees is another major challenge when switching industry sectors. However, in many cases the only option is to close entirely. Shuttleworth is a good example of a company that overcame a rough patch by being willing to make drastic changes and to align itself with the most compelling issues of our times.

If you are looking for a kick start for your business, the green revolution may be one place to start and with a nice eco-friendly logo design. This is a growing sector that, as of yet, is not viable for overseas manufacturers. Small businesses can build more sustainable business models using these eco-sustainable industries. In this case, an economic downturn can mean huge growth for small business like Shuttleworth. All it takes to survive is being willing to be creative and to make the changes necessary to evolve with your customer base.