A company started by 2 MBA friends which has been featured in the Inc Magazine in 2004 and 2005 does something interesting. It acts as an interface between energy traders and energy producers , which in most of the cases are plants run by private enterprises. Energy Producers install a product from Genscape which is helps the energy traders get real time energy generation and transmission. What’s unique about the company was they closed on the gap which was : to measure something that was not measured before and sell the measured information to customers.

Much of the work that I do currently has got to do with measuring and selling the prescription that falls out of the  measurement. Hence I could easily relate to what genscape does . In a way , the company clearly stands as a case in point that there’s a huge business opportunity in very many areas where things are not measured