February 5

[Green Connection #13] KPIs, Climate-Responsive Design, and Green Interiors Day’s News


Good morning!

Today, I wanted to discuss KPIs, the Key Performance Indicators. They are like a compass that helps us understand if we are going in the right direction in our business. They measure how much we are effectively achieving our goals.

Let’s imagine you are an architect focusing on sustainable design and want to measure your effectiveness in converting your proposals into real projects.

Let’s say you sent 20 proposals to potential clients this month. Out of these, 5 resulted in contracted projects. So, your conversion rate from proposals to contracts is 25%. This is a super helpful KPI because it gives you a clear idea of how attractive and convincing your proposals are to clients.

Have you ever thought about how fundamental these indicators are for us who are immersed in the world of sustainable business? KPIs are like a guide, pointing out whether we are on the right track to make a real and positive impact.

In my company, UGREEN, a critical KPI is, for example, how many sales are made and the cost to attract each new customer. If the cost increases, something is wrong and needs to be optimized.

We sometimes don’t consider the hidden costs, making many people not scale their businesses. Standing still is cheaper than spending to acquire customers, right?


Getting customers by referral costs nothing, right? But there is always an operational cost behind it, such as software, electricity, water, and even the salary you receive. If we are not attracting many customers, this cost becomes higher per customer.

Investing in brand exposure can often seem like an extra expense, and it is if it does not attract more customers.

But if it brings in more customers, the cost of acquisition per customer can even drop and generate more prosperity in your business. Evaluating the pros and cons of investing to grow is essential rather than standing still trying to save.

At UGREEN, we aim to help professionals like you, who are focused on sustainability, achieve meaningful results and significantly impact the world. Understanding and using KPIs effectively is a crucial part of this.

Imagine your professional practice now. What would be the critical KPIs for you?

Remember, KPIs are not just numbers. They are the language of success in your business. Knowing them well and knowing how to control them is crucial to not getting lost in this ocean of information and opportunities. You will be prepared to make a difference in sustainable business with the right KPIs.

If you want to explore this topic further, reply to this email. Our goal is to make you achieve more results and more impact. Let’s make a difference together!

The Role of Climate in Successful Sustainable Design

Now, let’s explore a fascinating and crucial theme for the world of sustainable architecture: the influence of climate on architectural design. The truth is that the rules of architecture are not universal; they vary dramatically according to each location’s climate. Understanding this relationship is fundamental to creating efficient, comfortable, and sustainable projects.

The Climate as a Design Guide

The climate guides all decisions in an architectural project. Climate variations, such as temperature and humidity fluctuations throughout the year, determine design choices. In a region with significant climatic variations, the need for thermal insulation and natural ventilation will ultimately differ from an area with a hot and humid climate all year round.

Some Essential Ingredients of a Sustainable Project

In sustainable design, there is no “cookie-cutter” approach. Each project is unique and should consider several factors:

  1. Building Orientation: How a building is positioned concerning the sun can significantly affect thermal comfort and energy consumption.
  2. Window to Facade Ratio: This influences both natural lighting and energy efficiency.
  3. Shading Conditions: In certain regions, shading may be necessary to reduce heat gain, while in others, it may not be relevant.
  4. Glass Properties: Factors such as SHGC (solar heat gain coefficient), U factor (thermal transmittance), and VLT (visible light transmission) are essential for energy performance.
  5. Surface Insulation: The U factor in walls, floors, and roofs determines how well a building can maintain a stable internal temperature.
  6. Colors: The colors used can also influence, as light colors reflect more light and heat.

At UGREEN, we understand the importance of considering all these factors from the initial design phase. The UGREEN certification promotes understanding of these critical elements from the beginning. After all, late adjustments in a project can compromise its entire sustainable performance.

Understanding the climate and its impacts is essential for sustainable architecture. At UGREEN, we are committed to providing the knowledge and tools necessary for this to become a reality in your practice.

Early-Bird Spots for Green Interiors Day are Running Out!

We have an exciting update about Green Interiors Day in São Paulo, the must-attend event for sustainable interiors enthusiasts. The response has been incredible, and despite our ample space, spots are being filled, surprisingly!

Don’t miss this opportunity! Early-bird spots are still available, but they are decreasing rapidly. We are approaching the time to close this lot, and the closing date will be announced shortly. If you’re considering joining us, we advise you to act quickly.

Green Interiors Day promises to be an unforgettable event in Milan one day before the renowned Salone Del Mobile event. Get ready for a unique experience in sustainable interior design.

We will also have an edition in Sao Paolo, 1 day before Expo-Revestir.

Check out the full event schedule on our website.

Come be part of this celebration of innovation and sustainability in interior design. Spots are running out, so secure yours today!

Have a great Monday!

Filipe Boni


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