Natalie Goodman founded Incentifind, which connects home builders and commercial developers with green incentives. Courtesy of Incentifind

When asked about the origin story of IncentiFind — a Houston-based startup that connects real estate developers and home builders with green construction incentives — founder Natalie Goodman doesn't mince words.

"We're a complete accident," Goodman says. "I'm an architect. We didn't set out to have a startup."

IncentiFind's mission is to increase the amount of green developments and construction projects in the U.S. The company is equipped with a massive database of green incentives that are offered by utility, county, city, state and federal agencies. Many home builders or commercial developers don't take advantage of green incentives because they're simply not aware of them, Goodman says.

"The government is strapped — they have all this money that they want to give away, but not the (marketing) money to get the word out," Goodman said. "That's where IncentiFind stepped in."

Goodman said IncentiFind's goals differ slightly for commercial and residential developers. For commercial developers, the database is built to be simple, predictable and intuitive. For home builders, the model is to make IncentiFind as simple and inexpensive as possible, since new homeowners are already shelling out cash for home improvement projects.

Commercial developers can expect to spend around $1,500 with IncentiFind, while homeowners can expect to spend between $50 and $150.

By tapping into IncentiFind's resources, Goodman says that clients can expect up to a tenfold increase on their investment with IncentiFind — all while developing in an environmentally conscious way.

An 'overnight' surge in demand
Goodman started building the infrastructure for IncentiFind several years ago, and long before she thought she'd one day be running a startup. She was a sustainability architect, living overseas and seeing that green architecture was far more common around the world than it was in the U.S.

Once she returned to the U.S., Goodman called a good friend at the Department of Energy, and asked where she could find a central database for green construction incentives in the U.S. She was told that a central database didn't exist, and probably never would.

"So, I created it selfishly just for me," Goodman says. "I thought [that I was] going to have this tiny little architecture firm, and we're going to do all things green."

At that time, several outdated incentive databases were still funded by public agencies. But at the end of 2017, a massive defunding of databases meant that Goodman's resource was the only one of its kind in the U.S.

Following the defunding of those databases, Goodman saw a surge of activity to her website from people who used to rely on those databases as go-to resources.

"Overnight, we saw that traffic come to us," Goodman says. "We didn't do any marketing — it was all organic. People were desperate to find this information. We weren't high on Google."

From Houston, to Austin, to Houston again
From there, Goodman decided to take her database to the next level. Six employees were hired, and in April 2018, IncentiFind officially launched in Austin in The Capital Factory, a major startup incubator. Goodman and the IncentiFind team were commuting from Houston. She wanted to launch the business in Houston, she said, and while there were a lot of exciting developments underway at Station Houston, Houston's startup scene was still clouded with uncertainty.

"There's already so much instability with a startup, and we can't surround ourselves with more instability," Goodman said.

IncentiFind graduated from The Capital Factory's startup accelerator in August 2018. From there, IncentiFind landed at The Cannon, and is continuing to grow in Cannon Ventures. In less than twelve months, Goodman said she's seen Houston's startup scene undergo a nearly 180-degree shift, in large part due to the growth of The Cannon.

"I truly think that they're going to put Houston on the map for a radically new service, because they'll actually roll up their sleeves and do work with you," Goodman said. "[They'll do more] than just send you links or give you 15 minutes to ask someone a question. They'll give you all the time in the world, and [give] as many hours as you want."

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Rice names inaugural recipients of new grant program that's doling out $360,000

Four Houston research projects are splitting hundreds of thousands of dollars in grant funding from Rice University.

After announcing the One Small Step Grant program in September to support Rice-developed, lab-stage innovations, the university has named its inaugural recipients. After receiving nearly 30 applicants, four research projects were selected to share $360,000 in grant funding.

“Being able to fund near-commercial projects represents a leap forward in our mission of supporting the cutting-edge work of our faculty and students and helping bring those to market,” Adrian Trömel, assistant vice president for strategy and investments, says in a news release. “Feedback from industry and investors show that they’re excited on how the One Small Step grants help derisk these technologies, getting them ready to launch. Watch this space for the next generation of leading deeptech companies.”

The selected projects include:

  • PerisBio, developed by Samira Aglhara Fotovat and Samantha Fleury from Rice Professor Omid Veiseh's Lab, focuses on novel, hydrogel-encapsulated engineered "cell factories" for the minimally invasive treatment of endometriosis. The project received a $100,000 award.
  • Solidec, founded by Ryan Duchanois and Yang Xia from Rice Professor Haotian Wang's Lab, is a room temperature, solid-state direct air capture technology. The project received a $100,000 award.
  • HornetX, led by Rice Professor Aditya Mohite's Lab, aims to produce highly stable green hydrogen using a perovskite-based photoelectrochemical cell with leading efficiency. The project received a $80,000 award.
  • Coflux, developed by Jeremy Daum and Alec Ajnsztajn from the labs of Rice Professors Rafael Verduzco and Pulickel Ajayan, focuses on covalent organic framework-based photocatalysts for instream remediation of PFAS (per- and polyfluoroalkyl substances) from water. The project received a $80,000 award.

The Office of Innovation created an investment advisory committee — made up of entrepreneurs, investors and corporate executives across industries — to select these recipients. The grant program was funded by the Office of Innovation, with support from Breakthrough Energy Fellows for climate and energy projects

“The inaugural winners of the One Small Step Grant represent the innovative spirit and dedication to excellence that defines our students and faculty," Rice Chief Innovation Officer Paul Cherukuri says. "We are proud to support these groundbreaking projects on their journey from lab to market."

Innovative Texas hardtech startup secures award to test in space

ready for liftoff

A Houston-area startup and Greentown Houston member has secured a prestigious space prize.

College Station’s FluxWorks, which develops and commercializes non-contact magnetic gearboxes for use in extreme environments, was one of two startups to receive the Technology in Space Prize, which is funded by Boeing and the Center for the Advancement of Science in Space, or CASIS, manager of the International Space Station National Laboratory. Los Angeles-based Symphony Bio also received the honor.

Through the MassChallenge startup accelerator program, the two companies now get to utilize the research environment available through the ISS National Lab. CASIS and Boeing awarded Symphony Bio and FluxWorks more than $630,000 in total through the contest. Approximately $20 million has been awarded for more than 30 projects, which have already launched to the space station, since the event’s beginning.

"Boeing is excited to partner with CASIS to support the advancement of cutting-edge research using the unique environment of the orbiting laboratory,” says Scott Copeland, director for ISS research integration at Boeing, in a news release. “Enabling research that can help millions diagnosed with cancer and advancing mechanical innovations of non-contact magnetic gear technology will benefit human life in both the harsh environment of space and terrestrial environments.

"There are many smart people out there with great ideas who can leverage the space station to advance innovation, and these two companies serve as an inspiration to them all,” he continues.

FluxWorks, which won the 2023 Rice Business Plan Competition, will use the space station to test performance of a new gear. The magnetic gear will be tested to assess its startup behavior, dynamic operation, vibrational characteristics, and seal and bearing behavior in microgravity. Gearbox's goal is to reduce the mass of motors required in a variety of applications, but the lubricant needed to make them work is not designed for use in extreme environments, like space. Magnetic gears do not require lubricant, which makes them an alternative.

Symphony Bio will use the orbiting laboratory to develop a new cancer treatment that hopes to harness the immune system to fight tumors.

Houston innovator calls for collaboration from energy tech community

HOUSTON INNOVATORS PODCAST EPISODE 226

Scott Gale will be the first to admit that hosting a week of curated events targeted to a group of individuals within the tech and energy space isn't a novel idea — Climate Week NYC has been taking over Manhattan for over a decade. But Gale believes Houston deserves to have its own time to shine.

Earlier this month, Halliburton Labs, Rice Alliance, and Greentown Houston announced the inaugural Houston Energy and Climate Startup Week 2024 to take place in September, but Gale, executive director of Halliburton Labs, says he hopes this is just the beginning of Houston organizations coming together to collaborate on the initiative.

"I think we have a really awesome initial coalition. Whether your the fifth company or organization to raise its hand to do something that week or the 50th — it really doesn't matter," Gale says on the Houston Innovators Podcast. "It really is an open invitation — and I want to make that super clear."



Gale says that he's looked at some of the successful week-long events — like SXSW and others — and the key factors are calendar coordination and cross promotion. Now that Houston has the week set — September 9 to 13, 2024 — it's time for everyone to fill that week with a density of events anywhere around Houston to showcase the city's innovative energy community.

Those interested can learn more or submit their event information online.

The initiative falls in line with how Gale has led Halliburton Labs from its early days in 2020 to now with a focus on community. While the corporate world always needs eyes on its return on investment, supporting the innovation ecosystem has been a bit of a leap of faith – and it always will be.

"There's always this idea of having a line of sight to the outcomes (of your investment). And when you're interfacing with or investing in the startup community, you don't have the benefit of line of sight. A lot of the things that are being solved for are just too early stage. And that can be really hard for corporates to wrap their heads around," Gale says.

"One of the things that we got to was this idea that you can invest in the startup community, and you don't know where the returns will come from, but you know they will come," he continues.