3 Houston innovators to know this week

who's who

This week's roundup of Houston innovators includes Erik Ibarra of Magnolia Fund, Matthew Kuhn of Taurus Vascular, and Libby Covington of The Craig Group. Photos courtesy

Editor's note: In this week's roundup of Houston innovators to know, I'm introducing you to three local innovators across industries — from investment to biodesign — recently making headlines in Houston innovation.

Erik Ibarra, founder of Magnolia Fund

Erik Ibarra's latest venture is to give agency to residents in the neighborhood he grew up in. Photo courtesy

For years, Erik Ibarra has watched Houston's East End — La Segunda Barrio — evolve. Now, with tons of construction in the works, he's got a plan for a business that will tap into existing residents to give them ownership of their community.

Ibarra started Magnolia Fund, a mission-driven investment fund dedicated to enriching the East End community and preserving the neighborhood's culture and history. Ibarra, who has lived in the area the majority of his life, says on the Houston Innovators Podcast, that he's looking to turn residents into investors.

"Over the years, I've felt like there's so much development going on. But, the people from the neighborhood are very often just passive — they don't get a chance to benefit from or think about how they could participate in these new developments," Ibarra says. "The neighborhood is very close to my heart, and, about a year ago, I realized I wanted to do something about this." Read more.

Matthew Kuhn, co-founder of Taurus Vascular

A new innovation out of the Texas Medical Center's Biodesign Program is enhancing efficacy of a life-saving aortic aneurysm rupture procedure. Photo courtesy

As part of the current class of the TMC Innovation Biodesign Program, fellows Matthew Kuhn and his co-founder Melanie Lowther were tasked with creating a biomedical company in a year. The founders came up with Taurus Vascular, a medical device company that improves efficacy of abdominal aortic aneurysms treatment.

“It used to be if you had a AAA, you had a gnarly procedure,” Kuhn tells InnovationMap, which included a large incision across the abdomen. The standard treatment, endovascular aneurysm repair, or EVAR, eliminated that, but its problem is that it often results in endoleaks. As many as 20 percent of patients need another EVAR within five years.

Taurus Vascular’s technology improves on EVAR by placing a self-deploying stent to create a drainage pathway between the high-pressure aneurysm sac and a low-pressure nearby vein — mitigating the adverse impact of endoleaks that would otherwise cause the aneurysm to continue to grow. The simple solution will allow patients to live longer, healthier lives after their procedure. Read more.

Libby Covington, partner at The Craig Group

Houston expert shares how to use your data to improve your marketing efforts. Photo courtesy

Data can be hard to tap into when you're working within B2B sales, writes Libby Covington in a guest column for InnovationMap.

"When focusing on revenue growth in business to business companies, analyzing data to develop and optimize strategies is one of the biggest factors in sales and marketing success," she writes. "However, the process of evaluating B2B data differs significantly from that of B2C, or business to consumer. B2C analysis is often straightforward, focusing on consumer behavior and e-commerce transactions."

In her column, Covington shares her advice on navigating this process. Read more.

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Understanding your potential buyer's journey step by step helps the marketing and sales teams to be very intentional about strategy. Photo via Getty Images

Houston expert: Why you need to align your strategy with your buyer's journey

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Creating a successful go-to-market strategy involves several crucial steps that help define a company’s target market and potential buyers, as well as the differentiators, the competitors and the value that a product or service brings to the market.

CEOs of middle market companies know what a GTM strategy is although they may not often use the terminology. It is the sales and marketing strategy and how the company will acquire new customers, and thus grow revenue for the business.

Understanding the buyer's journey is crucial. In a nutshell, this refers to the different stages a potential customer goes through before finally making a purchase. First, there's the awareness stage, where the customer realizes their need, and starts researching possible solutions.

Next is the consideration stage, where customers weigh the pros and cons of various companies, comparing features, benefits, and pricing. Finally, in the decision stage, the customer decides on a specific solution based on the input they gathered along the way. By understanding and effectively utilizing this framework, marketing and sales teams can customize their strategy to promote trust, establish credibility, and meet revenue goals.

Understanding the journey step by step helps the marketing and sales teams to be very intentional about strategy.

Identifying an ideal customer profile (ICP)

A good way to approach this is by looking at the existing customer base for any common traits by conducting revenue analysis. Likely, there will be trends in the customer data that can be very informative on ways to target new customers. Look at data points such as duration as a customer, growth in revenue per customer, industry, region, etc. to define customer personas that may be ideal for the business.

Once the targets are determined, think about ways these potential buyers get their industry or professional information. Who do they follow? What do they care about?

Examining market trends and doing competitor research will lead to the creation of customer personas that may be outside of the current customer base.

Doing market research is critical to understanding the size of the market, so companies can determine their market share. Once a team really knows the target audience, it can create more effective content and digital marketing strategies that resonate with a company’s ideal customers and ultimately lead to higher conversion rates and revenue growth.

Catering to the buyer's journey

The potential buyer is going to need different things from marketing and sales at every stage of the journey. During the awareness stage, potential buyers are just starting to recognize that they have a problem, or a need. They aren’t ready to buy but they want information to better understand their situation. Show them content that addresses their pain points and provides a solution. Blog posts, e-books, whitepapers, and webinars are all ways to do this.

Once a buyer understands their problem better, they will actively search online for solutions. There is a lot of comparison going on now. Buyers in today’s market expect more transparency from B2B companies than in the past. To capitalize on this stage, a company needs to have detailed product information and case studies that demonstrate the value of a service or solution. Some companies will produce comparison guides to show their differentiators from the competition.

At the end of the journey, a buyer has narrowed down their options and is ready to make a purchase. They may need a little more information, or reassurance that their decision is the right one. Customer testimonials and reviews as well as interaction with the sales team will help to move a customer over the finish time.

Tailored messaging for different decision-makers

In complex B2B sales, there are usually multiple decision-makers involved, with stakeholders from various departments weighing in on the decision. Therefore, it is vital to have a different message tailored to each decision-maker, built into the overall messaging.

There is never going to be just one decision maker, especially if it’s a high dollar product or service. Finance is going to weigh in. The user is going to want a say. Communication to stakeholders across multiple departments in the company is key.

Prioritizing highly converting marketing tactics

An underappreciated element of any Go To Market strategy is prioritizing marketing and sales tactics. With limited resources and budget, identifying the most highly converting tactics is essential. And as with everything else, it also requires a deep understanding of the buyer.

For example, a company may prioritize trade shows as their most highly converting tactic because decision-makers and buyers in their niche market attend these events. Some companies may benefit more from paid advertising, while others may prioritize content creation or email campaigns. Tactics will be dependent on industry, target audience, and goals.

Companies should focus on tactics that are most likely to generate the highest ROI.

Both the marketing and sales teams need to understand the buyer's journey and focus on their needs and pain points at each step. This means adopting a customer-centric approach. By doing so, businesses can create a cohesive revenue team that works together to identify the most effective tactics and improve revenue growth.

At Craig Group, we have seen first hand that companies who implement a comprehensive go-to-market strategy, track their progress and adjust their approach as necessary, have a higher chance of meeting their revenue targets.

This approach is very effective if the necessary effort and resources are dedicated to the process. The strategic guidance and support of the right team can help develop and refine a GTM approach that is tailored to the company and aligned with its goals.

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Libby Covington is partner at Houston-based The Craig Group, a strategic digital marketing solutions consulting firm. Her specialty is in understanding how sales and marketing work together effectively.

This week's roundup of Houston innovators includes Stephanie Tsuru of SheSpace, Fareed Zein of Unytag, and Libby Covington of The Craig Group. Photos courtesy

3 Houston innovators to know this week

who's who

Editor's note: In this week's roundup of Houston innovators to know, I'm introducing you to three local innovators across industries — from smart city tech to startup marketing — recently making headlines in Houston innovation.

Stephanie Tsuru, founder of SheSpace

Stephanie Tsuru joins this week's Houston Innovators Podcast to share her growth plans for 2023. Photo via LinkedIn

SheSpace opened with a splash, Founder Stephanie Tsure tells InnovationMap on last week's episode of the Houston Innovators Podcast. After surviving through the pandemic, the female-focused coworking hub expanded — with a new type of membership as well as physically.

"We had so many people who wanted to be a part of the community — so we started a social networking group," she says.

Now, the entrepreneur is looking to expand this year to open satellite locations. She shares more on the show. Read more.

Fareed Zein, founder of Unytag

Unytag celebrated a big win at the Ion recently — and has taking its prizes into the new year. Photo via LinkedIn

As the father of four competitive-tennis-playing daughters, Fareed Zein spent years driving “from California to Florida,” he says. Throughout those years, he and his wife racked up toll violation after toll violation. “I thought, there’s got to be an easier way,” he recalls.

Fortunately, Zein wasn’t just any sports dad with thousands of miles on his car. The University of Texas grad put in 26 years developing IT systems at Shell. He retired from that role in 2015, which allowed him to spend more time on the road with his youngest daughter, now playing for UT Austin. In 2019, he used his technology expertise to start Unytag, a company focused on making it easier to drive around the country as the Zein family had so many times.

Unytag is a system that allows users to trash their multiple toll tags in favor of just one RFID (radio-frequency identification) sticker and an app. The app, which Zein says is currently in its testing phase, will be available on both IOS and Android phones in the second half of the year.

“A phone is a device everyone has nowadays, right?” says Zein. “Just like you use your phone to pay for a latte at Starbucks, we are going to simplify how you pay tolls.” Read more.

Libby Covington, partner at The Craig Group

It's undeniable that businesses are facing economic uncertainty in 2023. Here's what marketing tools to tap into to navigate the challenges ahead. Photo via LinkedIn

Make 2023 the year of optimized marketing for your startup — that's Libby Covington's advice. Partner at The Craig Group, she outlined her tips in a guest column for InnovationMap.

"Continued growth starts with goal setting and coming up with a marketing and business development strategy that fits the unique needs of a business," she writes. "This works most effectively when a company’s management team ensures that marketing and sales are working in lockstep. They are two sides of the same coin and need to see themselves that way to maximize results and therefore profit." Read more.

It's undeniable that businesses are facing economic uncertainty in 2023. Here's what marketing tools to tap into to navigate the challenges ahead. Photo via Getty Images

Houston expert: 5 marketing musts for business growth plans in 2023

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All indications point to a fair amount of economic uncertainty in the coming months. I think a lot of B-to-B companies, across many industries, are going to retrench in their spending, and deals will likely be harder to close because more approvals will be required. Still, there are going to be those companies who will continue to grow because they are using the right go to market strategies and tactics.

Here are some of the things for high growth company management teams to consider doing.

Invest in a CRM tool — and the time to set it up

A customer relations management, or CRM, tool is an essential component of data measurement — and every company needs to closely track those key performance indicators towards revenue and growth goals.

A CRM tool doesn’t have to be expensive. There are many low initial investment options such as Hubspot, SharpSpring, and others. The investment then becomes the staff or consultant time to set it up correctly so that it meets a company’s needs and to continue to monitor it.

How much time is spent depends on what you want the system to do. Some companies run their website out of a CRM platform, or send automated emails, or do their other social media through it. Others only use it to track their contacts and sales.

Data may show desired progress — or it may show stagnation — and a team needs to be able to analyze information expediently to reformulate a plan, or pivot to a new one, if needed.

Prioritize the digital toolkit

While companies have a lot of different digital marketing tools at their disposal, there are five basic elements to consider optimizing. If the resources aren’t available to tackle them all at once, the management team needs to determine their top priorities.

Website design and content: Think about this as a company’s virtual lobby. A well-designed website with relevant content is essential for attracting new business. Ranking well in organic web searches — SEO — is also a very important component.

Social media: LinkedIn, with its business focus, is a great place to start. Companies can share their story, interact with potential investors, and build relationships with potential clients.

Email marketing: An email marketing newsletter is the logical step after developing a compelling company website. The content should benefit the reader. What can you do for them?

Content marketing: Blog posts, videos and ebooks are just some of the value added content you can share with potential investors and clients. What makes your company different from your competitors?

Paid advertising: Companies can use paid advertising to target potential new customers through online channels such as search engines and social media. The nice thing about paid advertising is that the attribution is there — companies can pinpoint exactly what messaging resonated with a potential client.

Let goals drive strategy

SEO and digital ads are not the solution for every company. Some companies need to make only a handful of deals each year to reach revenue goals. Broad-based digital marketing is not the best strategy for these players. What is? Often content.

The internet has given potential customers unparalleled ability to comparison shop. They want to know what a company does differently than its competitors. Whether a service or product is cheaper or faster or easier to work with. So tell them.

In addition to web content, speaking opportunities at conferences are a powerful way for companies to position themselves as differentiated in a given marketplace.

On the flip side, high volume players who require a lot of smaller deals would do very well with a far-reaching digital outreach approach.

Listen to experts

No one is an expert in all areas. And they shouldn’t try to be. Whether that is financial analysis or digital marketing, hiring the right people to fill in any deficiencies is the smart move.

Trying to wing it through effort and good intentions is often frustrating for everyone. With digital marketing and lead generation, a lack of expertise can sometimes result in implementing a product or service that’s not really going to generate the expected results.

If a company spends big money on a digital marketing tactic, and it fails to land new business, then the assumption might be that digital marketing doesn’t work. That’s often not the case. It was simply the wrong tool for the job. An expert would help pinpoint the correct one.

Measure success first by revenue

Digital marketing should primarily be responsible for moving potential customers down the sales funnel. And sales revenue is the best evidence that the marketing was effective.

There has always been that push and pull with sales and marketing about what actions actually contribute to closing a deal but a good CRM tool will help.

There are other ways to measure the success of any campaign:

  • The number of visitors to a company’s website or social media page
  • The level of engagement a campaign generates or the amount of time a prospect engages with content
  • The number of leads generated, along with the quality of that lead
  • The return on investment

Continued growth starts with goal setting and coming up with a marketing and business development strategy that fits the unique needs of a business. This works most effectively when a company’s management team ensures that marketing and sales are working in lockstep. They are two sides of the same coin and need to see themselves that way to maximize results and therefore profit.

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Libby Covington is partner at Houston-based The Craig Group, a strategic digital marketing solutions consulting firm. Her specialty is in understanding how sales and marketing work together effectively.

This week's roundup of Houston innovators includes Allie Danziger of Ampersand, Wesley Okeke of CUBIO, and Libby Covington of The Craig Group. Courtesy photos

3 Houston innovators to know this week

who's who

Editor's note: In this week's roundup of Houston innovators to know, I'm introducing you to three local innovators across industries — from health tech to future of work — recently making headlines in Houston innovation.


Allie Danziger, co-founder and CEO of Ampersand Professionals

Allie Danziger, is bridging the gap between the next generation — and their future employers. Photo courtesy of Ampersand

Allie Danziger has established herself as an expert in the future of work and all things Gen Z in the workplace. The founder of an internship matching and training platform called Ampersand, she's contributed numerous articles on related topics, including "The Great Resignation," which is affecting the workforce across industries. It's also something her platform can address, as she explains on the Houston Innovators Podcast.

"When someone leaves, other people take on that work. If you don't hire proper support for the people still there, you see the trickle. You see more and more people leave, because they are just burnt out," Danziger says. "By hiring interns or entry-level support, it shows the employees still there that you've got them."

Danziger shares more on Ampersand's future and navigating the Gen Z workforce on the podcast. Click here to read more and stream the episode.

Wesley Okeke, CEO of CUBIO Innovation Center

Wesley Okeke has established some much-needed new lab space in the Texas Medical Center. Photo courtesy

Look alive, Houston biotech innovators. CUBIO Innovation Center has some new space available for you. What originated as mostly coworking space, CUBIO has pivoted to provide more lab space for early stage biotech startups. The latest edition to CUBIO in the Texas Medical Center? A brand new wet lab.

“We have all the necessary equipment for a fully functioning biotech lab,” Okeke tells InnovationMap.

"For those working with cell culture, the dry lab provides almost no resources or infrastructure for you to build it out," he continues. "A wet lab brings in the necessary equipment and environment to be successful in developing pharmaceuticals, drug delivery devices, whatever you need in the biotech space.” Click here to read more.

Libby Covington, partner at The Craig Group

What should Houston startups know about marketing? Photo courtesy

How should startups be marketing themselves to venture capitalists? Libby Covington has some advice in a guest article for InnovationMap — from making your marketing plan and catering specifically to VCs.

"It is important to focus on efficient top line revenue growth as a business grows and scales," she writes. "Digital marketing is an important part of the overall growth plan, and should not be overlooked. The clock starts ticking on profitability growth once a business owner partners with investors. Make sure your business has an effective plan to meet the goals set out." Click here to read more.

What should Houston startups know about marketing? Photo via Getty Images

Houston expert weighs in on marketing from an investor’s perspective

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Just what do investors want to see from a startup with regards to the company’s marketing? I recently spoke on this topic to a cohort of early-stage technology startup entrepreneurs at Softeq Venture Studio, an accelerator program that helps founders build investable technologies and businesses.

Here are some of the highlights of our discussion.

Building the base for marketing efforts

It’s important for company founders to think about the bigger picture. When we’re talking to clients at Craig Group, we talk about market growth and revenue growth, not just marketing. Because that’s what the investors are thinking about.

Things like the EBITDA margin and recurring revenue are important to investors. They prefer predictable revenue growth rather than uneven or project based fluctuations . Investors also expect the founders to have a plan for the scalability of their business.

Entrepreneurs need to consider how they are going to scale and where they are going to scale. What markets are they going to address and what’s the plan for that — what’s the timeframe?

An exit plan is also a must because even if the founder is planning on staying in the business, investors are seeking a return on investment with another transaction after the successful growth, and profitability, of a company. Founders have to begin with the end in mind.

A marketing strategy that appeals to investors

There are hundreds of private equity firms interested in lower middle-market companies, defined by having between $2 million and $20 million in EBITDA, or earnings before interest, taxes, depreciation, and amortization. It’s competitive but there’s a lot of money to be put to work.

Startup founders need to focus on the basics first when setting the expectations for marketing investment. And they need to know who their customers are and where their ideal target audience is.

Considerations include the serviceable obtainable market (SOM) which is what the company thinks that they can logically support today. That is separate from the serviceable addressable market (SAM) and the total addressable market, which is what a company will work towards penetrating.

You want to know how many of these potential customers exist, and to do that, you need data. If you don’t have it, you can look at adjacent markets. Build the customer acquisition cost that you can afford. It’s not as important what the number starts out with but how it trends, as it should become more efficient over time.

The marketing investment will grow top-line revenue, target the most profitable customers, be able to reach potential customers in more scale and more quickly than sales efforts alone, and elevate the perception of the company prior to the investor’s exit.

Key parts of a strategic marketing plan

The most expensive customer is a new customer.

In the marketing cycle, "pre-awareness" requires the biggest marketing investment. If potential customers don’t understand what a product or service is, it is going to cost the company a lot to educate them on a new category, so that is best left to those with more resources than a middle-market startup.

A more cost-effective way to reach customers is during the research or comparison part of the marketing cycle. You can demonstrate what differentiates you from your competitors. Are you selling on price? Are you selling on service? Think about a side by side comparison.

Once the buyer has reached the decision and loyalty part of the sales funnel and purchased from the company, then the marketing has been effective, and customer retention becomes a key focus.

In complicated business to business sales cycles, there might be a number of people involved in making the decision to buy your product or service. What is important to the IT decision maker might not be important to the potential customer in finance or purchasing. You need to have compelling messaging for all of them, which means you need your marketing to be like your customer, and meet their needs directly.

Sales and marketing 101

Many middle market companies don’t pay enough attention to their front door, which is a company’s website.

Your potential customer is going to be on your website often but certainly 20 to 30 minutes before a sales meeting. And if they don’t find something compelling, they probably won’t be inclined to move forward with your product or service.

Digital strategy and content geared toward both awareness and lead generation can help with the ultimate goal of profitability.

Entrepreneurs shouldn’t spend on marketing tactics until they have a solid strategy, but once they do start investing in advertising or other marketing tactics, they should be able to get metrics and ROI on their campaigns from their marketing partners.

It is important to focus on efficient top line revenue growth as a business grows and scales. Digital marketing is an important part of the overall growth plan, and should not be overlooked. The clock starts ticking on profitability growth once a business owner partners with investors. Make sure your business has an effective plan to meet the goals set out.

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Libby Covington is partner at Houston-based The Craig Group, a strategic digital marketing solutions consulting firm. Her specialty is in understanding how sales and marketing work together effectively.

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Rice University opens biotech venture studio in TMC

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In its mission to amplify and advance biotech innovation, Rice University has announced its latest initiative — a new lab focused on bringing life-saving medical technologies to commercialization.

Established to rapidly build companies based on Rice University's portfolio of over 100 patents, RBL LLC is a new biotech venture creation studio based in Texas Medical Center Helix Park. RBL comes on the heels of establishing the Rice Biotech Launch Pad, a biotech innovation accelerator that opened last year.

Paul Wotton, executive director of the Rice Biotech Launch Pad, co-founded RBL with his colleagues Omid Veiseh, Rice professor of bioengineering and faculty director of the Rice Biotech Launch Pad; Jacob Robinson, Rice professor of electrical and computer engineering; and Dr. Rima Chakrabarti, a physician scientist and venture capital investor with KdT Ventures.

“This is a pivotal moment for Houston and beyond,” Wotton, who serves as RBL’s managing partner, says in a news release from Rice. “Houston has rapidly emerged as a global life sciences powerhouse, blending cutting-edge research with early clinical applications at Rice and the city’s world-renowned hospital systems.

"Investors from across the nation are recognizing Houston’s potential, and with RBL, we’re building on that momentum," he continues. "We’ll not only amplify the work of the Rice Biotech Launch Pad but expand our reach across Texas, creating opportunities for biotech ventures statewide and driving growth for the biotech industry as a whole.”

Strategically located in TMC, RBL will collaborate with medical leaders, investors, corporations, and other players both in the same building and on the greater TMC campus.

“Leveraging Rice University’s Biotech Launch Pad breakthroughs and pairing it with the world-class translational infrastructure of TMC Helix Park well positions RBL to drive unprecedented advances in patient care,” William McKeon, president and CEO of the TMC, says in the release. “This partnership between academia, industry and health care is exactly what’s needed to transform medical discoveries into real-world solutions that improve lives globally.”

RBL is Rice's latest effort to bridge the gap between academia and biotech innovation, an effort led by Paul Cherukuri, Rice’s chief innovation officer, who reportedly spearheaded development of the new initiative.

“RBL is a game-changer for Rice, Houston and the global biotech community,” Cherukuri adds. “This venture not only accelerates the commercialization of our innovations but also sets a blueprint for other universities looking to maximize the real-world impact of their discoveries. By combining scientific expertise with entrepreneurial support from Day Zero together with strategic clinical partnerships in the TMC, we’re creating a model for driving large-scale biotech innovation that universities everywhere should aspire to replicate.”

Since the Rice Biotech Launch Pad was established, Motif Neurotech closed its series A round with an oversubscribed $18.75 million, the hub secured a $34.9 million grant, and a “living pharmacy” founded at the Launch Pad received industry validation.

“RBL provides a powerful platform to translate high-impact scientific discoveries into therapies that will dramatically improve patient outcomes,” Veiseh says. “Our goal is to rapidly bring Rice’s pioneering research into the clinic, delivering life-saving solutions to patients around the world.”

Houston hospital named among smartest in the nation

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Houston hospitals are chock-full of smart people. But they’re also equipped with lots of “smart” technology. In fact, five local hospitals appear on Newsweek’s new list of the world’s best “smart” hospitals.

To compile the list, Newsweek teamed up with data provider Statista to rank the world’s top 330 hospitals for the use of smart technology. The ranking factors were electronic functionality, telemedicine, digital imaging, artificial intelligence (AI), and robotics.

The highest-ranked Houston hospital is the University of Texas MD Anderson Cancer Center, appearing at No. 6. The hospital was recognized for advancements in electronic functionality, AI and robotics.

“MD Anderson has a significant opportunity and a responsibility to our many stakeholders to create a digital ecosystem that promotes collaboration and advances scientific discovery to enhance patient outcomes,” David Jaffray, the cancer center’s chief technology and digital officer, said in a 2021 news release.

“Through our ongoing focus on enabling the use of new technologies to place quantitative data in context for our researchers,” Jaffray added, “we foster cutting-edge oncology data science to inform our cancer discovery research and to accelerate translation of our research findings into benefits for cancer patients.”

Ahead of MD Anderson on the list are:

  1. Mayo Clinic in Rochester, Minnesota.
  2. Cleveland Clinic in Cleveland.
  3. Massachusetts General Hospital in Boston.
  4. Johns Hopkins Hospital in Baltimore.
  5. Mount Sinai Hospital in New York City.

Other Houston hospitals on the list are:

  • Houston Methodist Hospital, No. 11.
  • Baylor St. Luke’s Medical Center, No. 105.
  • Texas Children’s Hospital, No. 197.
  • Memorial Hermann-Texas Medical Center, No. 266.

Expert: How to best repurpose Houston’s infrastructure for a clean energy future

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Houston, often dubbed the “Energy Capital of the World,” is at a pivotal moment in its history. Known for its vast oil and gas reserves, the city is now embracing a new role as a leader in the clean energy transition. This shift is not just about adopting new technologies but also about creatively repurposing existing infrastructure to support sustainable energy solutions.

Houston’s offshore oil wells, many of which are old or abandoned, present a significant opportunity for carbon capture. By repurposing these wells, we can sequester carbon dioxide, reducing greenhouse gas emissions and mitigating climate change. This approach not only utilizes existing infrastructure but also provides a cost-effective solution for carbon management. According to the Greater Houston Partnership, initiatives like these are crucial as Houston aims to lower its climate-changing greenhouse gas emissions. Exxon estimates that just their proposed CCS hub could capture and store 50 million metric tons of CO2 annually by 2030 and 100 million metric tons by 2040.

The proximity of abandoned offshore platforms to the coast makes them ideal candidates for renewable energy substations. These platforms can be transformed into hubs for wind, solar or tidal energy, facilitating the integration of renewable energy into the grid. This repurposing not only maximizes the use of existing structures but also minimizes environmental disruption.

Decommissioned pipelines, which are already in place, offer a ready-made solution for routing renewable energy cables. By using these existing rights of way, Houston can avoid disturbing additional seafloor and reduce the environmental impact of new cable installations. This strategy ensures a smoother transition to renewable energy infrastructure. The U.S. Energy Information Administration notes that Texas, including Houston, leads the nation in wind-generated electricity, highlighting the potential for further renewable energy development.

Onshore oil and gas facilities in Houston also hold potential for clean energy repurposing. Wells that were drilled but never used for oil or gas can be adapted for geological thermal energy storage. This process involves storing excess renewable energy in the form of heat, which can be retrieved when needed, providing a reliable and sustainable energy source. This innovative use of existing wells aligns with Houston’s broader energy transition strategy, which aims to leverage the city’s industrial expertise for a low-carbon future.

Once the land has been remediated, old and abandoned oil fields can be converted into solar farms. This transformation not only provides a new use for previously contaminated land but also contributes to the generation of clean, renewable energy. Solar farms on these sites can help meet Houston’s energy needs while supporting environmental restoration. The Environmental Protection Agency in recent years recognized Houston as the top city in the U.S. for green energy usage, with annual green power usage topping 1 billion kilowatt-hours in 2021.

Houston’s journey towards a clean energy future is a testament to the power of innovation and adaptability. By repurposing existing infrastructure, we can create a sustainable energy landscape that honors the city’s industrial past while paving the way for a greener tomorrow. These strategies highlight the potential for Houston to lead in the clean energy transition, setting an example for cities worldwide.

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Tershara Mathews is the national offshore wind lead at WSP.

This article originally ran on EnergyCapital.


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