The Change Agent Collective is a team of individuals who are all passionate about sustainability and the process of creating momentum to scale change at the community, city and national level.

1. West Coast Green

2. Al Gore
Former US Vice President
Gavin Newsom
Lieutenant Governor of CA
Table of Contents
Section / Slide
Our Mission & Origins 3
About West Coast Green, LLC – The Company
5
About West Coast Green – The Conference 8
2010 Conference Highlights 17
Our Services 21
Arianna Huffington Robert F. Kennedy Jr.
Co-Founder & Editor-in-Chief, President, Waterkeepers
Intellectual Property 22
The Huffington Post & Senior Attorney, NRDC Green Market Growth 24
West Coast Green’s Role 27
Expansion Opportunities 29
Jerry Brown Van Jones
Governor of CA Senior Fellow,
Center for American Progress

3. Our Mission
West Coast Green is the platform for
collective intelligence – assembling
visionary thinkers, business leaders,
products, and technologies that
revolutionize the way we live and work.
We support the thought leaders in the
green sector by accelerating the pace
at which game-changing environmental
solutions move to market.
Together, we are creating the master
plan for the foundation on which a
greener planet will be built.

4. Our Origins
West Coast Green was launched out of a need for a common conversation for
decision makers who influence the greening of the built environment.
The founder, Christi Graham, is one of the most effective visionary leaders
to emerge in the green building movement. Recognized nationally as a
pioneer in the industry, Christi’s profound impact on the sustainability
movement is rooted in her passion for education and the belief that
humanity’s capacity for greatness is one of the most valuable and
renewable resources in in our country. Her goal to scale the awareness and
adoption of brilliant game-changing solutions for green, healthy and thriving
Founder & CEO, Christi Graham with world communities has inspired the following achievements:
Mayor Gavin Newsom
Co-Founder, The Green Resource Center, Berkeley—one of the first resource centers of its kind in
the country, providing tools and resources for sustainable building – which evolved into Build It Green,
a multi-million dollar non-profit entity.
Founder, Green Materials Showcase — The largest and first residential green building materials
event in the country for Architects, Designers and City Planners
President and CEO, Healthy Home Plans — One of the largest online sources for healthy and
sustainable home plans designed by award-winning architects
Producer of green building education for the United Nations
Named as one of the top change makers in the United States by the World Affairs Council

5. About West Coast Green - The Company
Our Evolution
Originally focused solely on residential green building, West Coast Green
has evolved to incorporate commercial and institutional green building,
technology and the entire breadth of the built environment.
The phrase "built environment" refers to the entire inventory of man-made
buildings and the infrastructure which supports and connects them ($1.3
trillion market) -- including: technology applications, offices, homes,
schools, hospitals, hotels, public buildings, airports, streets, sidewalks,
parks, parking structures, expressways, bridges, transportation, railroads
and waterways.
We have become the world’s largest and most successful business-to-
business event specifically in the green innovation arena, with a spotlight on
technology as the critical link to accelerating our ability to create smarter
cities.
Our core belief is that environmental sustainability is best achieved through
profitable market solutions. And to further our contribution to moving the
needle on green, in 2009 we broadened our business model to incorporate
a service arm, which includes corporate sustainability strategy and
a market accelerator portal.

6. Looking at the Big Picture
West Coast Green’s integrated,
systems-based approach to addressing
sustainability brings together leaders and businesses
from every element of the built environment. Our triple
bottom line criteria ensures that the conference not only
produces efficient, viable, and holistic solutions, but that
these ideas are presented to an audience capable of
seeing them through to completion.
Why the entire scope of the built
environment?
Because the built environment requires vast amounts of
natural resources, including energy and water to
construct and operate, while producing waste and
pollutants that negatively impact the environment. In
aggregate, the built environment is responsible for over
50% of all greenhouse emissions.
Of equal importance, current environmental challenges
are best addressed when looking at the city and
community level – the scale in which these solutions
intersect one another. For instance, new forms of
transport are dependent on the development of new
infrastructure and the deployment of the Smart Grid.
Integrating these solutions at the largest scale is our
greatness opportunity for significant change at the pace
in which we need to be moving.

7. West Coast Green, LLC
Events Services Media Channel
West Coast Green Consulting and
Online publishing of content
The world’s largest conference implementation services
generated at all events
+ expo on green innovation related to Corporate
Sustainability Strategy
 11,000 attendees
 Held annually in White Papers
San Francisco, CA Sample from IBM Summit
Market Accelerator Portal
Topic summits:
1 Day Deep Dives for Decision Makers in Media channel for growing
specific areas Innovation Pipeline future leaders: blogs from
industry experts and faculty
Online seminars & virtual
events Accelerator Lab
Simulcast / streaming Video
Sample from Retrofit Summit

8. About West Coast Green - The Conference
West Coast Green Conference and Expo is a world-class event that connects
sustainable businesses to the industry experts who influence adoption and
expansion of their products and services. Our scale and reach is unprecedented.
We are the largest and only conference + expo in the world dedicated to
showcasing green innovation as it intersects with the built environment.
181 speakers I 160 Exhibitors I 11,000 of the leading minds in sustainability
Partnerships with key stakeholders - Our business model allows us to collaborate
with the most progressive and knowledgeable initiatives and organizations – further fueling
our ability to lead the market and maintain our position as the premier source for
innovation. Partners include companies and associations that are leaders in
Green industry and policy development such as:
“
Leaders in the Private Sector: PG&E, Google, Autodesk, IDEO, Panasonic, Whirlpool,
2009 has validated once again that TriplePundit, Fast Company, Wired, Home Depot, Cisco
West Coast Green is the world’s
center of sustainability innovation for Trade Associations: U.S. Green Building Council (USGBC), American Institute of Architects
the built environment. Packed with (AIA), Urban Land Institute (ULI), Home Builders Association (HBA)
thought leaders, speakers, and
energetic attendees, the Innovation, Clean Tech & Venture Capital: The Keiretsu Forum, Clean Tech Open, California
orchestration of the event was Green Technology, Social Venture Network
”
executed with precision
Non-Profits & Educational Institutions: Habitat for Humanity, Build It Green, Net Impact,
—Gene Quisisem, Western Region Presidio School of Management, Stanford, Harvard, UC Berkeley
Director, Green Ray Technology
Public & Government Agencies: City of San Francisco, Environmental
Protection Agency (EPA), CA Energy Commission (CEC),
CA Public Utilities Commission (CPUC), NASA,
Department of Energy (DOE)

9. What Makes West Coast Green Unique
Our scale and reach
We are the largest and only Conference + Expo in the world dedicated to green innovation,
building, design and technology.
Our media coverage is unprecedented
We have been recognized in more than 300 feature editorial and broadcast news segments
and attended by more than 315 registered journalists each year from around the world –
achieving more than 126 million impressions worldwide. Coverage includes: CBS Channel
5, Bloomberg TV, ABC News, CNET, The Economist, Discover, NBC, USA Today and the
Wall Street Journal.
Access to thought leaders
No other conference offers the same level of access to the leading minds in innovation as it
relates to building and values-based business models.
A trusted source
Our socially responsible and sustainable business practices are incorporated into every
aspect of our business. Practicing what we advocate is what allows us to be a trusted
source for authentic green.
Our credibility within the industry
We were founded by a pioneer in green, we were the first conference at this scale, and we
are still the largest Conference of its kind in the country. Consequently, West Coast Green’s
reputation and connections are exceptional. We partner with the top organizations and
businesses that demonstrate reputable green practices to ensure and maintain our
credibility and ability to position our partners in the same light.

10. Our Audience and Outreach
Top US Cities Represented
San Francisco, CA Portland, OR Phoenix, AZ Washington DC Boston, MA
Seattle, WA New York, NY Denver, CO Atlanta, GA Chicago, IL
Geographic Overview
“
This is the best run conference that I
have ever been to. If you are at all
interested in how to capture the core
content of so many separate
conversations and assist in
networking a huge array of people,
this conference just flat rocks. This
is one outstanding organization
that's worth the price of admission
”
for that alone.
—Phil Stob, IDEO

11. Our Attendees
Thousands of specifiers, decision makers, thought leaders and consumers representing all 50
states and 20 countries converge to explore green innovation, business solutions and design.
65% of our Conference audience consists of 80% of the WCG Conference audience
Green Business/Building Professionals and is at the Owner/C-Suite/
CleanTech innovators Management level

12. Cross-industry sampling of Companies
in Attendance
3M Google Regrid Power
Akeena Solar GRID Alternatives Schneider Electric
Applied Materials GridNet Serious Materials
Autodesk Haas School of Business Silicon Valley Leadership Group
Biomimicry Guild Habitat for Humanity Smith Barney
California Air Resources Board Home Depot Foundation Solar and Astrophysics Laboratory
California Clean Tech Open Horizon Energy Systems SoCal Edison
California Energy Commission IBM Stanford University
City and County of SF IDEO SunEdison
Cisco Intel Tendril
City of Portland Johnson Controls Thinkshift Communications
City of San Francisco Kaiser Permanente Trinity Ventures
Coldwell Banker Kleiner Perkins Caufield and Byers TriplePundit
Conservation Law Foundation Klip BioTechnologies University of California San Diego
Eaton Lawrence Berkeley National Laboratory University of San Francisco
Edelman Lockheed Martin US Green Building Council
Fast Company Lutron Electronics Virgin
Flex Your Power Monterey Institute of International Studies Webcor
Forbes Next Energy William McDonough + Partners
Gap, Inc. Office of the California Attorney General World Future Council
GE Office of the Governor Yahoo! Inc.
Genentech, Inc. PG&E

13. Over 400 Global Leaders Join our Faculty
Doug Davis Cameron Sinclair
Vice President, Intel Architecture Group, Co-Founder, Architecture for Humanity
Intel Corporation
Panama Bartholomy Andy Tang
Advisor to Commissioner Douglas, Senior Director, Integrated Demand-side
California Energy Commission Management Products, PG&E
Steve Wozniak Al Zollar
Chief Visionary Officer & Co-founder, Apple IBM General Manager Tivoli Software,
Inc. Software Group
Chris Waugh Ray Anderson
Practice Lead, Consumer Experience Chairman, Interface Inc.
Design, IDEO
Hunter Lovins Erin Brockovich
Founder & President, Natural Capitalism Research Consultant, Masry & Vititoe
Group
William McDonough Bill Weihl
Principal, William Green Energy Czar,
McDonough + Partners Google

14. Social Media that creates
buzz for the event Twitter
Twitter
Blogs
Blogs
and our Sponsors
Facebook
Facebook
Builds a two-way conversation
LinkedIn
LinkedIn
Provides a multi-media, dynamic presence
Encourages media redistribution Smart
Smart
Aggregation
Aggregation
Phone westcoastgreen.com
westcoastgreen.com
Phone
Quick, dynamic, diverse messaging Apps
Apps
YouTube
YouTube
Highly accessible and scalable publishing
Flash
Flash
Mobs Social
Social
Mobs Networkin
Networkin
Webinars
Webinars g
g
“ This place is absolutely blazing hot with
good stories and great people!
”
- Lisa Chan, CBS News Anchor

15. Press Coverage
West Coast Green has been recognized in more than 300 feature editorial and broadcast news segments
and attended by more than 315 registered journalists achieving more than 126 million impressions world-
wide!
The conference and tradeshow have been promoted on an international scale, creating mass coverage including;
CBS Channel 5, Bloomberg TV, ABC News, CNET, The Economist, Dwell, Fast Company, Discover, LA Times,
Wired, NBC 11, and USA Today. All media efforts are in motion for similar coverage this year to produce world-
wide results.

16. Press Coverage Samples…
Click to play in browser

17. Sponsorship Case Study
West Coast Green Sponsorship platforms are developed with the intention of enhancing impact through partnerships. We
believe that corporate partner collaboration is one of the assets we have to offer in helping maximize exposure. We are
fundamentally a collaborative, authentic company motivated by the highest standards of quality and integrity. As such, we
connect the best of the best in the sustainability sector to develop mutually beneficial partnerships. The following is one
example of these principles in action…
Objective: One of PG&E’s corporate initiatives was to be recognized as a leader in the energy sector and to be seen as
a “solution provider within the community.”
Tactics: West Coast Green determined there was a synergistic opportunity for PG&E with Google, a partner of ours.
West Coast green developed a highly visible venue for PG&E to present Google
with an award for their commitment to go Carbon Neutral by 2010.
At the West Coast Green Opening Keynote address, PG&E’s CEO presented
the award publicly to Google’s Energy Czar, Bill Weihl. The resulting media
coverage and good will generated profound recognition for both West Coast
Green partners.
It’s recognizing opportunities when we see them and making the connections happen, that result in the game
changing solutions and sponsor collaborations which elevate business relationships from sponsorship
into true partnership.

18. Sponsors as our Partners
Partnership is truly our goal. When companies commit to Sponsor, they are endorsed as a
sustainable leader with West Coast Green and many of the visionary organizations in the Green
Business movement.

19. West Coast Green 2010 Highlights
Inspired Presentations from 181 of the leading minds in the green industry included keynote
speeches from noted visionary thinkers and business leaders, such as: Van Jones, Arianna Huffington, William
McDonough, Al Zollar of IBM, Doug Davis of Intel, and Panama Bartholomy (CEC)
An interactive tradeshow floor with over 160 exhibitors showcased the latest innovations in green
building and business technology
Powerful educational tracks and sessions included: Future Communities 4.0 | Smart Grid = Smart
Cities | Cool Tech & Hot Products | Energy + H20 | Better Business, Branding & Social Innovation |
Entrepreneurship Training & Money Flow
Innovation Pipeline is an impressive showcase of revolutionary products and technologies not
yet on the market. The majority of our 2010 participants were reviewed by an editor and received
exposure by Fast Company!
Pre-event and Onsite Summits convened thought leaders and corporate America to examine and strategize
around sustainability issues. This exchange of ideas, and a real-time exercise for creating the action plan for
deployment. For 2010 our topics included: Intelligent Systems: Developing the infrastructure to support the success
of Electric Vehicles | Retrofitting & Remodeling America | Smarter Buildings for a Sustainable Future
The Press was unprecedented is with over 126,494,652 media impressions, it became an
all time record for West Coast Green. Coverage by Huffington Post, CNN, The Atlantic,
Treehugger and Fast Company contributed to the high level of exposure.

20. West Coast Green - Services
Based on demand from the market, West Coast Green has expanded its services beyond the conference. With
our expertise at designing programs and processes, we’re in a position to provide insight and invaluable resources
to organizations that have a desire and commitment to be more sustainable.
How can we help our partners and sponsors outside the event?
A wide network of established, credible sustainability professionals
Access to the brightest minds who trust West Coast Green to engage them on valuable projects with companies that have
the greatest commitment and potential
Partnership and Sponsorship management
We identify the best events in the sustainability sector, handle all fee/trade negotiations, as well as create and execute on-
site presence and attendee experience
Extensive archive of proprietary content
Relevant, newsworthy videos and audio recordings of luminary speakers filmed at West Coast Green are available to be co-
branded with your company name, logo and a short commercial. West Coast Green will produce, distribute, and market
these videos through social and traditional media networks
Market Accelerators
West Coast Green is in the unique position to provide inventors and new-idea generators the opportunity to demonstrate
their brilliance, invigorate the market, and move their products forward at a more rapid pace

21. West Coast Green’s Intellectual Property
West Coast Green is a content, information, service and collaboration market maker. We offer
services which enhance and protect the environment.
Our mission extends beyond a desire to simply participate in the economic growth of the environmental
sector. West Coast Green looks forward to working with our investors to build our business into a successful
and profitable company with significant impact. We believe that armed with the additional capital support we
will be able to fulfill on the potential that is inherent in this marketplace that has been deemed the next
global business initiative that will rival technology in its impact. With a thorough understanding of the
marketplace and our business we believe our projections to be realistic and that the business is well poised
for significant growth.
Business Characteristics
– Identifiable competitive advantage
– Established and highly regarded brand
– Large addressable market
– Early adopter impact market
– Management team in place and with a proven track record
– Realistic financial and business plans
– Clear and identifiable exit opportunities within 3-5 years

22. Our Executive Team
Christi Graham, Founder & CEO: Bringing over 25 years of experience in directing and producing numerous
visionary events, programs, and organizations, Christi is recognized nationally as an expert in green and healthy living.
Seth Rosenblatt, VP of Finance: Seth has over twenty years of experience in media and technology, including
executive positions in both start-up companies and large enterprises in positions across finance, marketing, business
development, technology and general management. In addition to running a number of start-up businesses, Seth has
operated his own consulting firm for clients focused on go-to-market strategy, operations and business development. He has
extensive experience in social media, marketing technology and enterprise software. Previously, Seth also held senior
positions at Interwoven, Optimost, Bluefish Wireless, PocketScience and Ziff-Davis. He also began his career as an
investment banker. Seth holds a B.A. from Dartmouth College and an M.B.A. from Harvard Business School.
Jonathan Solomon, Advising CFO: As an entrepreneur, executive, investor and advisor, Jonathan has over 20
years of experience working with small to mid-size companies. He is presently a founder of the privately held ECM
Investments LLC, which invests and provides advisory services to promising start-ups and small companies in the green
industry sector. Previous experience includes executive positions at iForce Ltd, Tablogix Limited and JD Logistics, Inc.
Celia Canfield, Chief Development Advisor: A marketer with over 25 years of print and web experience,
Celia specializes in developing communication programs that reach diverse audiences while achieving measurable results.
Celia assumed executive positions in high tech publishing at some of the industry's leading publishers: M&T Publishing
(now CMP Media), IDG, and Ziff Davis. She also co-founded Tendo Communications, a successful custom content creation
agency, as well as her own marketing consulting firm, Ecovertex, whose clients have included: Aon, Apple, Cisco,
Microsoft, McKinsey, IBM, Motorola, MCI, Oracle, Adobe, and Honda.

23. Our Executive Team, continued
Beth Whiteley, VP of Marketing: With over 23 years of marketing experience, Beth specializes in finding
creative and financially viable ways to support individuals and companies that are committed to creating a healthier
planet. Before arriving at West Coast Green, Beth led the marketing team as Vice President of Marketing at Sunset
Magazine for 18 years.
Johnathan Reese, Exhibit Sales Director: With over ten years of involvement in business and sales focusing
on the use of sustainable materials and practice, Jonathan has a successful track record of bringing start-up companies
to profitability.
Brian Duggan, Director of Thought Leadership Programs: Brian specializes in assisting organizations
with a focus on sustainability by building lasting alliances via sponsorship and thought leadership programs. As a
Principal in Teamwork Promotions, Brian's clients have included Eco Expo, FastCompany, and Harvard Business
School Publishing.
Andy Mannle, Education Director: Andy is a writer, editor, journalist, and teacher. He has worked in Europe,
Asia, and the Middle East, and been a consultant for non-profits, educational organizations, and corporate clients. Andy
is the founding editor of Arcwire.org, a site dedicated to sustainable policy, innovations, and solutions. He also serves as
strategic communications consultant for a variety of green businesses, media outlets, and environmental organizations
and is a board member for Ethos Green Energy Asset Finance, and co-founder of the Green Talk Show.
Please see our additional Team members and Advisors listed on our website

24. Where West Coast Green Fits In
We are the prime mover in getting companies, investors, leaders together
around green innovation and the built environment
We deliver the most credible content
We deliver the most influential audience
We help accelerate the market and are a force in setting the sustainability
agenda

25. Immediate Expansion Ideas— Our Top 5
1. Expand the main event in one of the following ways:
a) Add an East Coast Conference in New York or Boston utilizing our current registered name, East Coast Green, and
Expand into China for an International presence for a total of 3 large-scale events per year
b) Dominate the West Coast: roll out the additional large-scale events up and down the West Coast only, including
Vancouver, SF, LA or San Diego for a total of 3 large-scale events per year
2. Include year-round topic specific summits
Develop hybrid in-person and virtual forums (on24, WebEx, GoToMeetings, etc) for topic specific issues - extending the
reach of every event with streaming video and when relevant, international simulcast
3. Further develop the Accelerator Lab
Connect brilliant ideas with the capital, talent and companies needed to make them a reality
4. Increase Services
Consulting + the accelerator portal for green innovations coming to market
5. Build out our Media channel
Leverage our existing community and extensive educational content via an online Media arm

26. Additional Growth Opportunities
 Tap into the virtual gaming world - use technology to demonstrate the
communities of the future in an interactive way, i.e. a virtual World’s Fair or
Epcot Center of what the future can look like
 Integrate social media to develop a year-long educational track that starts
online and culminates at WCG – dictating the sessions and participants. In-
person sessions will ultimately be the extension of cloud discussions and
learnings
 Develop and own the metrics for the green built environment by aggregating
the certifiers: buildings, water, IAQ, etc.
“
 Data Aggregation – (IDG, Gartner model) West Coast Green is the anti-Vegas.
What happens here needs to go
”
 Become the open platform for the exchange of game-changing solutions,
tapping into the power of collaboration and community
everywhere!
–Dan Kammen, Distinguished Professor
 Develop a National system for incentivizing positive behavior from an UC Berkeley
environmental and health perspective. i.e. “Social Positive” a method by which
actions are rewarded by reduced expense and increased sales and social
standing, tapping into our inherent competitive nature