Meeting Consumer Demand
So why are so many entrepreneurs coming to these conclusions now? It may simply be a new generation's way of thinking, a feeling that for too long businesses have had a reputation for only caring about the bottom line, when the bottom line is really something beyond just making money.
But there's also the consumer to consider. "There's been a sea change in values in terms of what consumers want," says Piasecki, also president and founder of the AHC Group, an energy and environmental consultant to companies such as Toyota, BP, Chevron, DuPont and Dow Chemical. "In the past, they only wanted cheap and convenience. Now, there's a mounting wave of interest in having it be a superior product, more durable, of higher quality, and they also want it to address some of the critical concerns in their neighborhood."
A company has an edge if its intentions are good, but the product or service still has to be superior or at least equal to its competitors. Walker, the co-founder of GrandCentral, is adamant that if his company is a success, it will be because the public loves the concept and product, not because they offer free services to the homeless. "I don't know if anyone would want to choose an inferior service for themselves because a company is doing some good works," he says. "No one's going to buy the three-wheel car, because the company donates to Greenpeace."
Satisfying customers while improving the world is what the owners of Step Up Travel, LLC are aiming for. The Washington, DC-based company is a full-fledged travel agency that will help patrons get anywhere they want to go, although they're committed to finding socially minded consumers who want to steer their tourism dollars to third world countries. If the idea of going on a nature tour of Madagascar or taking an art class in Peru while renting a house there is more appealing than staying at a Holiday Inn in London, then this is the travel agency for you.
The business was conceived by two medical students, Trip Sweeney, 28, and J. Scott Zimmerman, 31, who are currently on sabbatical from their studies to get the company going. They were both training at a hospital in Brazil when they came up with the business idea. They noticed a lot of people needed help, not just in the hospital, but outside of it as well.
"It's not just patching up the wounds and stitching patients," says Zimmerman. "When you're a doctor in a hospital, it's kind of like a doorway to the culture. You learn a lot about what's going on in the community when you treat drug dealers who get shot up, to the military policeman who has a bullet in his head, to the impoverished people with larva in their leg."
And Sweeney hasn't seen much difference between being a physician and an entrepreneur. "What's been consistent in our studies and in creating this business is that we're always asking why something works this way, and not that way, and when we need to fix a problem, we create a solution," he says. "You have to be innovative, creative and study your options when it comes to patient care."
That's how Michael Binninger is approaching his business. He owns Java Detour, a franchised coffeehouse chain in 17 locations covering California, Nevada, Minnesota and Wisconsin. When two of his customers--members of the Nevada Paralyzed Veterans of America--approached him with the idea of making his coffeehouse more wheelchair-friendly, he paid attention.
Binninger agreed to spend a day navigating his coffeehouse in a wheelchair to experience the problems some of his customers were facing, and more importantly, to motivate him to do something about it. It didn't take much convincing; Binninger found he couldn't even open the front door to a Java Detour without some serious maneuvering.
So over the summer, his chain will be retrofitting all of its coffeehouses to make them more accessible for customers in wheelchairs. Some of the changes include lowering the menu boards to their eye level, modifying countertops and implementing a hotline to have beverages delivered to car and tables. The biggest expense will be the $1,800 per store addition of a door that will open with the push of a button.
For Binninger, the business decision was a no-brainer. "Will I really sell more coffee," he asks. "Probably not, but I try to step beyond that. It's not all dollars and cents."
In fact, when it comes to improving the world, it's more often dollars and sense.
Geoff Williams has written for numerous publications, including Entrepreneur, Consumer Reports, LIFE and Entertainment Weekly. He also is the author of Living Well with Bad Credit.