There are other financing options companies should consider. Just like some politicians receive donations from the masses and others more so from higher net worth individuals and organizations, Cleantech is also an opportunity that can be financed by the investor masses. Although utility companies as large distributors may or may not be looking for cleantech market leaders, many small and medium sized equipment distributors worldwide offer more personalized auxiliary services to their clients, they want to distribute a product not available from the utilities. Utilities should actually back a portfolio of these small and medium local service providers, at least in the mean time, and let them determine the best technologies for customers in their geographic area.

Cleantech customers have thus far not needed a market leader to implement solutions. New cleantech products are at any rate only a component of a complete solution. The supporting services are a very important factor. It is not like a new electronics equipment that can just be plugged in and switch on for the most part independent of its surrounding environment. Furthermore if the equipment maker or its distributors of a stronger clean technology do not know which sectors to attend and how, a weaker technology will be sold to those sectors with success, and justly so. Simply because “tech” can be found in “cleantech” does not mean it is an offshoot from high-tech (IT&C), where exponential returns were possible due to well defined customers with a tradition of upgrading technology. VC´s may have to adjust their return expectations and plan on backing many smaller winners not just seeding for a chance at one big winner. What is needed is smaller or at least more flexible pools of capital. VC´s are still learning the market they are trying to invest in, cleantech companies should not be distracted by VC´s or wait for them in the meantime.