The 2009 StartupNation Home-Based 100 Competition

Celebrating America's most outstanding home-based businesses and the people behind them.

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Contestant Profile

Shel Horowitz

Shel Horowitz The voting phase has ended. Winners will be announced mid-November.

Contestant's Case to Win

Green and ethical have been cornerstones of my business philosophy. As the founder of the international Business Ethics Pledge campaign (http://www.business-ethics-pledge.org) and the award-winning author of Principled Profit: Marketing That Puts People First, and as a speaker/writer on these topics, I show other businesses how embracing these principles actually leads to higher profitability.

Among the steps I've taken in my own business:
* Installed both solar hot water and photovoltaic energy systems
* Switched to recycled office paper and toilet paper/napkins
* Committed to fair-trade organic products, especially cocoa, coffee, and tea
* Found a laser printer that prints both sides of the page
* Turned down work that did not fit my conception of honesty, integrity, and quality, or that was inconsistent with my values
* Devoted extensive time to causes of environmentalism and business ethics--including educating others on these issues

Visitor comments

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  • Shel certainly deserves this recognition. He is widely considered to be front and center in pushing for...Read more