App Maker JouleBug Combines Data And Gaming To Drive Sustainability Actions

Buzzing around the SXSWECO conference, you’ll hear all sorts of personal stories about how people are lessening their impact on the planet. Whether or not it signals a larger shift in behavior is still debatable. Generally, it takes an incremental approach, one that can undoubtedly be augmented by technology.

One company, Raleigh-based app maker JouleBug, is betting it can move the needle with  a data-driven approach to gaming.

“We’re really an award program for sustainability actions,” said Founder Grant Williard. “It’s educational, but it also touches on our competitive spirit.”

JouleBug takes a mobile-first strategy, as its gaming mechanics are geared around simple tasks that you track and submit as they’re completed.  As expected, the app has a strong social media element too, allowing you to invite people through Twitter or Facebook as well as the ability to share what you’ve completed.

While data is the juice that keep things flowing, JouleBug’s strongest piece is the integration it provides with your utility or gas company. If you’re provider is set up, you can easily suck in your utility bill and get a snapshot of your usage. Williard says they’ll soon be able to give you an archive as far back as a year, and include gas and water bills.  The visualizations that accompany your data is one of the things that Williard says sets them apart. But it’s not just pretty graphs, you’ll see the badges you’ve earned along with  recommendations based on past usage.

But even with all that, getting people to use something daily is tall order. Look at Foursquare, they’re years into the model and it’s still unclear whether gaming can carry it. But seeing Foursquare cut a deal with OpenTable gives you a sense of how they and JouleBug might evolve. Both companies have aspirations beyond the consumer, and it starts with integrations and alliances.

 “We’re focusing our business development efforts first and foremost where the value is the highest and where the biggest energy and cost savings can take place,” explained Williard.

And they’ve made some progress, recently announcing a deal with the City of Raleigh. That partnership allowed Raleigh to tailor the platform to include everything from credits for taking green-oriented city tours to waste diversion and composting. The city says it’s been a real catalyst for raising awareness around sustainability, and even used the momentum to implement a Green Restaurant certification program.

The Raleigh partnership gives JouleBug some momentum as its newest offering, JouleBug Communities, becomes widely available by the end of the year. That package will target municipalities, companies and universities and will help entire cities track and understand the effectiveness of their sustainability strategies. I asked Williard about implementation and pressed him again on adoption, this time in the context of the other Raleighs of the world. He said other municipalities are bringing their leadership onboard first. As citizens and peers see usage from core users, the competition heats up.

The other area where JouleBug shines is around its technology stack and capabilities.  For one, Williard brings some enterprise solidity to the company, having sold his previous endeavor to Adobe.  That know-how will also play an important role when pulling together the type of integrations currently in the queue.

Beyond straight-forward application programming interfaces (APIs), there’s also the Energy Department’s Green Button standard. The goal of that program is to standardize the way energy data is represented and delivered. And with some of the largest U.S. utilities already participating, it’s that type of reach that’s in front of JouleBug. Williard estimates the coverage map is close to 25 million people.

Numbers aside, there’s plenty of room for a few players in this space. The data and gaming combination isn’t going away, it’s more about who can innovate on top of those disciplines. And at some point,  there will be plenty of companies ready to buy a head start over the competition. JouleBug appears to be in an interesting position.

You can meet the JouleBug team in booth #8 at this year’s SXSW Eco (www.sxsweco.com) conference and tradeshow taking place in Austin, Texas October 3-5, 2012.