Online business a guide to home energy savings

What: EnergySavvy.com, based in Seattle

Who: Aaron Goldfeder, 34, co-founder and CEO

Mission: Provide information to help homeowners increase the energy efficiency of homes. "We realized that energy efficiency was both very confusing but also the most sensible cornerstone of any calm sustainability strategy," Goldfeder said.

Employees: Fewer than 10.

Financials: EnergySavvy.com is generating revenue but does not discuss financial details.

Green origins: Goldfeder and two co-founders started the EnergySavvy.com Web site in 2008 with a clear goal. In 2008, solar and biofuels were "really sexy," said Goldfeder. "You can talk about solar energy all you want, but if the home isn't insulated, if the home is leaking, what's the point? So that's where we got into it."

Empowering tech: Goldfeder, a former Microsoft manager, said EnergySavvy.com offers the opportunity to apply tech tools to environmental goals. "I've always been something of an environmentalist," he said. "I'm also a passionate technologist. When I left Microsoft, I knew I had to leverage what works well on the Web and what works well in technology to create gains in sustainability."

Connecting the dots: At EnergySavvy.com, a homeowner first completes a questionnaire that results in a home energy score. "It's sort of an mpg for the home," Goldfeder said. "From there, we help people understand what improvements can have the biggest bang for the buck." EnergySavvy also provides tax and rebate information.

Screening contractors: Finally, EnergySavvy.com connects homeowners to contractors who can do the job. Contractors pay a fee to be screened by EnergySavvy and to be listed on the site.

— Patrick Marshall