Boulder, Colo.-based startup Simple Energy has an ambitious
game plan: Help millions of consumers save energy through a
combination of web networks, behavioral modification tools, and
demand response. Of course, the company would also like to make
money. Apparently, many industry veterans think that they can:
Simple Energy recently attracted $900,000 in seed capital from a
well-connected group of angel investors . Founded (and
bootstrapped) in September 2010, Simple Energy now has four
employees and is searching for four more. Founder and CEO Yoav
Lurie says he expects that the headcount in a year will be
somewhere in the range of 12 to 30. The first version of Simple
Energy's product was released in June 2011 -- and this was a
radical departure from the founders' original idea. Which leads us
to the first of several great tips from Lurie: Tip #1: Your idea
may not be the right one, so listen up. Last year, the Simple
Energy founders visited a local utility company to pitch their Big
Idea. "We actually went in with a slide show for a totally
different business," Lurie says. "It was a hardware product that
we'd give away for free. A thermostat. "The feedback we...Read
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