Friday, April 22, 2011

Practically Green wins socially responsible biz plan competition

By Michelle Lang

Well-timed with Earth Day today, Practically Green, a Boston web startup aimed at helping consumers lead eco-friendly lifestyles, has fittingly taken top honors at the William James Foundation’s 8th annual socially responsible business plan competition.

The company claimed first prize at the competition, which took place in Washington, DC, on April 16 and awarded more than $100,000 in total prizes. The competition attracted 135 business plans, all of which were for profit, according to a news release from the company.

Practically Green offers users a “green living profile” that provides recommendations on greener ways to live. Their progress can be tracked and shared online through social networks.

The company, which launched its site in private beta in May 2010, is headed by CEO Susan Hunt Stevens, former senior vice president and general manager of Boston.com, who co-founded the company with former Boston.com head of product development Jason Butler, who now serves as vice president of product and technology. It took in a $750,000 seed funding round last November led by CommonAngels.

Practically Green has an advisory board with roots in the green living field, including Stephen McDonnell, founder and chairman of Applegate Farms; Eric Hudson, CEO of Preserve Products; Jeffery and Sheila Hollender, co-founder/former president and CEO and women’s environmental health advocate, respectively, of Seventh Generation; Andrew Winston, “Green to Gold and Green Recovery” author; and Environmental Defense Fund blogger Dominique Browning.

Susan Hunt Stevens will be speaking Friday, April 29, on a panel at Mass High Tech’s Clean Energy Forum.