Using the Internet to better the planet, an interview with Annalisa Roger CEO Dot Green

As the new gTLD program rolls out, we took some time to have a chat with Annalisa Roger.

Annalisa Roger founded DotGreen in 2007, and continues to be its CEO. She is also the co-Founder and co-Chair of San Francisco’s regional chapter of ISOC.  Annalisa is also a NARALO liaison and has previously worked in a variety of ALAC Working Groups.

Her involvement with DotGreen and the general ICANN process allows her to give insightful presentations to individuals who do not have the same inside knowledge.

In January 2012, Annalisa wrote a letter to Steve Crocker and the ICANN Board of Directors in support of ICANN’s global, multistakeholder work with the New gTLD Program, urging them not to delay the launch of the program.

Interview:

HD) Thank you for taking time to speak with us Annalisa, tell us a little about you.

AR)I was born in San Francisco, CA and raised in a cabin on Mount Tamalpais above Mill Valley, CA.  I grew up riding horses on the wild acres of State and National parklands (the Golden Gate National Recreation Area, GGNRA).  Nature is very dear to me.  I have traveled extensively and appreciate the beauty of other peoples and their cultures.  I have four children, I am concerned about our planet, and I am passionate about all of us being able to find ways to do our part.

HD) Why .green? Why do you feel the Internet needs a .green extension ?

AR) In part….Going green is important today to achieve a sustainable future. The Internet is about connecting people in real time across the world.  With a .green extension, it will be possible for people to easily recognize and support domain registrants,businesses and organizations who are interested in a cooperative effort of finding and sharing their path for a sustainable future for all of us.

“Green” means sustainability.  Green is a recognizable word meaning the inclusion of both environmental + humanitarian concerns.  Green is also an international word recognized as a global economy.   Green means “go forward” in all countries and throughout the world it’s time to go green!

HD) Do you worry about competing bids for the .green extension ?   

AR) I don’t worry, DotGreen has many friends, supporters, advisors, volunteers – even fans from all over who have shared what they could and shown an interest in this project since the very beginning.  I have been open and inclusive in both the green community and the Internet Industry for over four years since coming up with this initiative and openly proposing it.  We have always enjoyed expertise from many who share the passion and excitement of .green including Board Director, Bret Fausett, the founder of Internet Pro APC. (Internet.pro)  He has been a leader in the ICANN and domain name communities for almost fifteen years. His experience in the industry covers all aspects of domain name law.  Tim Switzer, the former VP of registry services at Neustar joined DotGreen as Chief Operations Officer and CFO bringing more than a decade of registry experience.  Our technical backend registry operations are contracted with Neustar, a publicly traded company, and leader in the industry.  The environmental community gives us: Jay Dean, former SVP of Marketing for The Trust for Public Land, Martin Rosen of EarthShare’s Board of Directors and Keith Gilles, the Dean of the College of Natural Resources at U.C. Berkeley.   

Specific to the “green” space, it’s unlikely someone would feel the need to compete with The DotGreen Community, Inc. and prevent The DotGreen Foundation, a U.S. certified 501(c)3 Public Charity from receiving domain revenue already directed for people and planet.  Would that appear “green” to the very community supporting a green TLD?  Creating an inclusive and green new gTLD initiative from the bottom up has been a big and serious job thus far and I have always been on the lookout to welcome people to join and help – and they have.  Those who are interested in .green’s application are working with us.  I am very pleased to say DotGreen represents authenticity, collaboration, community, and social justice.  Our business model is designed to promote environmental and human health, private/non-profit partnerships, and corporate social responsibility because that’s what “green” means and it’s what our world needs.  Now that we have entered the TLD Application System, TAS, another business plan for the same .green TLD would require an additional application an additional registry operator and an additional $185,000 resulting in one .green TLD.  This would clearly not make good business or good green sense to the community who prides themselves on being green and careful with resources.

HD) Do you feel the market will become saturated with other environmentally friendly tlds such as .eco for example ? 

AR) I know the planet would benefit from various environmental TLD strings as that would also promote consumer choice and encourage adoption. This would help our environment one way or another.  With regards to competition, imagine if there were several environmental TLDs (different strings that were delegated) and they began to compete with each other to spread awareness and become the best at giving dollars to sustainability and saving the world’s resources!  The planet would win, and so would its people.  I believe since that’s the “point” of an environmental TLD, then, yes choice and competition is beneficial and therefor other environmental “dots” could be good! 

HD) Do you believe that an extension like .green will have enough registrations and more importantly renewals to sustain itself ? 

AR) I am confident in our market research and projections. The operational plan of the TLD is very important and needs to be lean.  Much of the viability of a new gTLD will be embedded in both its business and marketing plans.  In our case, a large part of DotGreen’s success rides on authenticity gained through an automatic participation of domain name registrants whose purchases contribute to Not-for-profit DotGreen Foundation which immediately gives back to the people and planet.  Profitability through sustainability is a well known concept and key driver to the success of any green business, often called BSR and CSR, (Business and Corporate Social Responsibility).  In my earliest writings for the new gTLD, I envisioned taking DotGreen beyond a sustainable business level in order to create an “income stream for green.”

Helping others find their path to new, profitable, and sustainable businesses and healthy lifestyles is one of our goals. As people join DotGreen and use .green names, the green movement and the green economy will grow and our success will belong to all who participate and create a Global Response to Environmental and Economic Necessities (.GREEN).

HD) I understand from research I have done that all profits will be used to benefit the planet and people.  Is that true? 

AR) Please see:  www.dotgreen.org and www.dotgreenfoundation.org  The .green TLD is designed to generate an “income stream for green” through domain sales and may be the only environmental new Top Level Domain with its own established Non-profit for Public Benefit Charity, called The DotGreen Foundation, a U.S. 501 (c)3 Organization.  The DotGreen Foundation will give 100% of its “income stream for green”, to programs and projects aimed at sustainability in all regions of the world.  In addition, The DotGreen Community, Inc supports The Green Movement, runs the registry, promotes the DotGreen Foundation, and markets the .green gTLD to benefit and grow the green movement and the green economy.

HD) Do you feel your organization will meet all the requirements that ICANN has set for new applicants ?

AR) Yes, I am confident the DotGreen Team along with our backend registry operator, Neustar has all the expertise needed and more covering all questions and requirements for a strong and successful application for the .green TLD.  It’s been a long road, and I am excited to finally apply and very excited to be able to offer Internet users a way to find their path to sustainability and a new way for everyone to be part of the solution! 

HD) United Domains is already taking pre registrations for .green, a counter on their site lists 5000 pre regs already, is that accurate ? 

AR) DotGreen isn’t in a relationship with United Domains, so I wouldn’t know.

HD) Anything else you would like to say about .green ?

AR) .green is a new gTLD that will be beneficial to Brands.  DotGreen and other Brands understand that Corporate Social Responsibility, CSR is a well known  benefit to businesses at their bottom line.  This is often achieved through partnerships between the private sector and non-profits creating social and environmental advantages for employees and their consumer markets often including sustainable and renewable resources for the company at reduced costs.  Showcasing green business and green products is a natural first use for .green names.  Early adopters of .green names are the leaders in their industry and will enjoy benefits such as a first mover advantage amongst their competitors in establishment of themselves in the .green market place.  Small Medium Enterprises, SMEs and entrepreneurs, including domainers will also find business success in the green space, as they take part in the growing green economy.  

DotGreen has a monthly newsletter.  It’s free to receive news and information about the progress of DotGreen through the ICANN process and beyond. 

AR) Thank you for your warm support! I look forward to communicating with you again in the future.