InterContinental Santo Domingo
CE-K500 installed. All guest-room hot water now comes from the system, without the old gas boilers. Ribbon cut on November 18, 2026.
Social media strategy 2026
We are innovators.This is just the beginning.
A twelve-week LinkedIn and X program to make Green Matters the name behind the boiler retirement, built on proof, one post at a time.
Act one
The company
Buildings throw away the heat they need. Green Matters catches it.
Captive Energy heat recovery
Unlock the value of wasted heat.
Green Matters captures waste heat from AC chillers, refrigeration and ice plants and turns it into 100% of a building's hot water, so the gas boiler can finally retire. Founded in 2011 in Langley, B.C., with manufacturing through its subsidiary Captive Energy.
0
of a building's hot water, from recovered heat
0COP
610% efficiency, over six times a gas boiler
0°C
Hot water in a single pass (140°F)
0
Reduction in net energy costs
0
Issued patents
0years
Non-stop at a hotel site: 78% energy savings, 82% fewer emissions, verified by Intertek. Saving 340 tonnes of CO2 per year.
Company materials; Intertek figures via Greenbriar release, 2022
Path one
Purchase
Own the system outright. One upfront investment, full ownership of the technology and every dollar of savings from day one.
Path two
Performance Partnership, or Heat as a Service
No upfront investment. Green Matters installs, maintains and optimizes the system, and is paid from a share of the savings it generates.
- Zero CapEx, zero risk: Green Matters carries the equipment
- Fee tied to measured performance, not fixed costs
- 100% parts and service for the life of the contract
- Aligned incentives: Green Matters only wins when the client saves
Sheraton, Puerto Rico
Unit built and preparing to ship to one of the most expensive grids in the hemisphere.
Five Roads Brewing, B.C.
Proving ground for the CE-B50, which aims to replace both boiler and chiller in breweries with one unit.
Michael Caetano Chairman & CEO
Sean Marte CTO
Eric Lee Chief Manufacturing Officer
Chester Tuason CFO
Mike Lattimer Business Development
Wes Hall Chair, Advisory Board
- We are innovators.
- We looked at buildings and saw heat thrown away every single day.
- Chillers pushing warmth into the sky. Boilers burning gas to make more.
- So we built machines that turn that heat into 100% of the hot water.
- Today, the boiler retires. The water heater retires. The old heat pump retires.
- Net zero is possible. It is already running.
- We are creating a cleaner future, today.
- This is our first technology. It won't be our last.
Manifesto · Because green matters
Core messages
Six lines. Every one backed by a fact.
Everything Green Matters says on LinkedIn and X comes back to these messages. None of them is a promise about the future; each points to something already built or running.
We are innovators.
An engineering and R&D company first.
11 issued patents. About a decade of R&D before the first commercial unit.
Our first technology won't be our last.
Heat recovery is the beginning.
Captive Energy Series in market; CE-B50 in development.
Creating a cleaner future, today.
Not a 2050 promise. Running now.
InterContinental Santo Domingo on waste heat since July 2025.
Net zero is possible.
Hot water with zero on-site combustion.
100% of hot water from recovered heat; Scope 1 cut through electrification.
The boiler retirement.
The gas boiler can finally retire.
Replaces gas-fired boilers for hot water and space heating.
Water heater and heat pump retirement.
Conventional equipment is next.
COP up to 6.1 to 60°C in a single pass.
Act two
The market
The asset is in Santo Domingo. The decision is made in Madrid, Miami or Las Vegas.
Customers
Where heat is wasted and energy is expensive.
Caribbean and Latin American hotels come first, decided from headquarters in Spain, Florida and Nevada. Social media has to reach both the site and the head office.
Hotels and resorts
Chillers run all year and hot water demand never stops: rooms, laundry, kitchens, pools.
Owners, asset managers, VP Engineering, ESG leads
Food & beverage
Refrigeration and process cooling waste heat, while plants need hot water for cleaning.
Plant managers, operations directors
Ice rinks
Ice plants reject large amounts of heat; rinks need hot water and space heating.
Venue and municipal facility managers
Healthcare, high-rise
Same physics, high hot water loads. A secondary segment for now.
Facility directors, developers
Global agreements as proof
The world has already decided the boiler must retire.
Nearly 200 countries, the tourism industry and Europe's building law point the same way. Green Matters doesn't have to argue the destination. It only has to show it already has the vehicle.
- 2015
Paris Agreement
About 200 countries aim to keep warming well below 2°C, ideally 1.5°C.
- 2021
Glasgow Declaration, tourism
900+ tourism organisations commit to halve emissions by 2030.
- 2023
COP28 Global Stocktake
Transition away from fossil fuels; double the yearly rate of efficiency gains by 2030.
- 2023
Global Cooling Pledge
63 countries, Canada included, target cooling emissions down 68% by 2050.
- 2025
EU ends boiler subsidies
No subsidies for stand-alone fossil boilers under the EU buildings directive.
- 2030
Halfway mark
Tourism halves emissions; new EU buildings with zero on-site fossil emissions.
- 2040
EU boiler phase-out
Member states plan to phase out fossil fuel boilers.
- 2050
Net zero
The shared deadline for countries, hotel groups and buildings.
Why it matters for each pitch. COP28 named efficiency and electrification; a COP 6.1 heat recovery unit is both. The Cooling Pledge turns chillers from problem into source. Spanish hotel groups already live under the boiler retirement at home. The US left the Paris Agreement on January 27, 2026; Green Matters' case rests on savings and the hotel groups' own commitments, so it holds either way. On social media, agreements are cited as facts, never as political commentary.
IEA · Cooling Post · UN Tourism · EPBD · Harvard EELP
Act three
The moment
Capital markets readiness. Investors reward proof, not promises.
Confidential · leadership only
Capital markets
A record year, for the few who can prove it.
US listings are raising record money in fewer, bigger, more selective deals. Climate companies are being bought again, but only those with contracts signed and assets running.
2026 is already the biggest year ever for US IPO proceeds
US IPO proceeds by year, US$ billions
* 2026 through Q3 · Source: Renaissance Capital
112 IPOs
Through Q3 2026, raising about US$147.5B. Deal count is down about 31% while proceeds are up roughly 375%.
19-year high
Bond yields in Q3 2026, with rate hikes resumed and several deals postponed.
Dual listing
The emerging model: Canadian roots, NYSE or Nasdaq as the main trading venue.
United States
- 2025 baseline: 202 IPOs raising US$44.0B
- 2026 proceeds passed 2021's record of US$142.4B by mid-year
- Q3 cooled: 30 listings, postponements near quarter end
Canada
- Only five true operating-company IPOs on TSX/TSXV in 2025
- Apotex's C$1.1B debut in May 2026, the largest in about five years
- About C$2.65B of TSX IPO financing Jan–Aug 2026, led by mining
Climate and green companies
- 18 venture-backed climate listings in H1 2026, most since 2022 (107 in 2021)
- X-energy raised US$1B; Fervo US$1.9B, the largest clean energy IPO ever
- A K-shaped window: capital goes to concrete contracts and assets
Renaissance Q3 review · Lexpert · Miller Thomson · Investcom · Net Zero Insights · Latitude Media · TechCrunch
Every install, every verified saving and every named client posted from now on becomes part of the public track record that analysts and investors will read later.
Rule 169
Start the habit now, so it is protected later.
SEC Rule 169 lets a company that does not yet report to the SEC keep publishing factual business information during an offering, but only the kind it has historically released, in the same way. A regular, factual, customer-focused rhythm built today is what keeps the channels open tomorrow.
Factual business information
Products, installs, operations, hires, events and results already achieved.
Regular, consistent with past practice
Same weekly cadence, same channels, same style, starting now.
For customers, not investors
Written for hotel owners and engineers. Never "for investors".
Released by the usual people
The same team, Green Matters and Soul Marketing, keeps running the channels.
No forward-looking statements
No "we expect", growth targets, pipeline size or valuation talk.
We are here
Build the habit
Until about 30 days before filing: weekly factual posts. Zero mention of listing, valuation or investors.
Quiet period
Only the established rhythm continues. Every post cleared by counsel; executives pause promotional posts.
Waiting period
Filed, not yet effective. No new campaigns, channels or paid boosts with new messaging.
After listing
A gradual return. Investor content moves to a separate investor relations channel.
Also relevant: Rule 163A (communications more than 30 days before filing), Rule 135 (limited notice of an offering) and testing-the-waters meetings with institutional investors, which never happen on public social media. As a B.C. company, Green Matters is also subject to Canadian pre-marketing rules. This is a communication summary, not legal advice: securities counsel in both countries should approve the social media policy before the quiet period. Sources: Goodwin, Skadden.
Act four
The plan
Credibility before visibility. One strong post a week, on LinkedIn and X.
Strategy
Recognition first. Leads second.
Twelve factual posts over twelve weeks, built around real projects. Each one earns recognition and adds to the posting history the company will need later.
- Recognitionmonths 1–3Be known as the company that retires hotel boilers with waste heat.
- TrustEngineering depth, real installs and real people, in a mature, business-centered voice.
- Leadsnext phaseTurn recognition into conversations with hotel groups, F&B plants and rinks.
- Protected track recordA consistent factual history that fits Rule 169.
| Audience | What they need to see | Language |
|---|---|---|
| Hotel owners, asset managers, VP Engineering | Savings, uptime, guest experience, zero CapEx | EN + ES |
| Facility and plant managers | How it fits, how it's serviced, proof from similar sites | EN + ES |
| ESG and sustainability leads | Scope 1 reduction, certifications, verified data | EN |
| Engineers and consultants | COP, temperatures, dual circuits, monitoring | EN |
| Financial community | The same factual content as everyone else; never targeted directly | EN |
The main channel: authority, projects and decision-makers at hotel groups, F&B plants and ice rinks.
- Language
- English and Spanish
- Cadence
- 12 posts, one per week
- Formats
- Data cards, carousels, native video, client quotes
X
Short, news-style updates for the New York business and media audience.
- Language
- English only
- Cadence
- The same 12 posts, adapted
- Formats
- One card, one line, one link
Confident engineerPrecise numbersShort sentencesCalmProof-drivenOptimistic
HypeActivismInvestor talk
Dos and don'ts
If only an investor would care, don't post it.
✓Do
- Share facts already achieved: installs, uptime, verified savings
- Write for hotel owners, engineers and facility managers
- Keep a steady weekly rhythm on the same two channels
- Use numbers with context and a source
- Get written client approval before naming a hotel or its team
- Show people: engineers, the testing bay, installers, partners
- LinkedIn in English and Spanish; X in English only
- Route every post through one approval flow
×Don't
- Predict: "we expect", "we will", growth targets, pipeline size
- Mention valuation, shares, funding or a listing
- Launch sudden campaigns or paid boosts close to a filing
- Round up claims or say "world's first" without proof
- Post client names, photos or data without approval
- Use stock photos of leaves and wind turbines
- Debate competitors, politics or energy policy
- Hint at "big news coming" or "exciting times ahead"
Editorial lines
Five lines, built on proof.
Projects and engineering carry 5 of the 12 posts; three more are timed to the ribbon cut and COP31.
Proof in the field
Photo + data card · short video · client quoteInstalls, results and testimonials, led by the InterContinental Santo Domingo retirement and ribbon cut.
Inside the engineering
Behind-the-scenes video · carouselThe testing bay, flooding the machines, supply chain, manufacturing in B.C.
Heat, explained
Animated explainer · infographic carouselHow waste heat becomes hot water; COP 6.1 in plain words; what COP31 means for hotels; Heat as a Service.
People and partners
Portrait + quote · event coverageLeadership, engineers, installers, partner hotels and events.
We are innovators
Manifesto video · statement cardThe manifesto, the R&D mindset, net zero is possible, and the CEO on what comes next.
HookOne line that stops the scroll
ProofA number, a photo or a quote
TakeawayWhat it means for the reader's building
Soft call to action"See how it works", linking to the site
Content calendar
Twelve weeks. One story.
01 / 12 posts
Week 01Tue
Oct 20
Proof in the field
The boiler retirement: InterContinental Santo Domingo on waste heat since July 2025
Photo + data cardLinkedIn EN+ES
X EN
X EN
Week 02Tue
Oct 27
Proof in the field
What InterContinental says: endorsement letters
Letter excerpts carouselLinkedIn EN+ES
X EN
X EN
Week 03Tue
Nov 3
We are innovators
Our first technology won't be our last: the manifesto
Manifesto videoLinkedIn EN+ES
X EN
X EN
Week 04Tue
Nov 10
People and partners
Save the date: November 18, the ribbon cut at InterContinental Santo Domingo
Save-the-date cardLinkedIn EN+ES
X EN
X EN
Week 05Thu
Nov 19
Proof in the field
Ribbon cut at InterContinental Santo Domingo
Event carouselLinkedIn EN+ES
X EN
X EN
Week 06Tue
Nov 24
Heat, explained
After COP31: the targets were set in Antalya. Here is how we are helping to create a cleaner world
Data card + short textLinkedIn EN+ES
X EN
X EN
Week 07Tue
Dec 1
Inside the engineering
Get to know our Captive Energy unit
Product carouselLinkedIn EN+ES
X EN
X EN
Week 08Tue
Dec 8
Inside the engineering
Next stop, Puerto Rico: the Sheraton project
Project videoLinkedIn EN+ES
X EN
X EN
Week 09Tue
Dec 15
Inside the engineering
Testing bay: how we tested the Sheraton project
Behind the scenesLinkedIn EN+ES
X EN
X EN
Week 10Tue
Dec 22
We are innovators
Five minutes with the CEO: what comes next
Short interview videoLinkedIn EN+ES
X EN
X EN
Holiday pause
week of Dec 28
week of Dec 28
Week 11Tue
Jan 5
Heat, explained
Heat as a Service: zero CapEx, paid from savings
Infographic carouselLinkedIn EN+ES
X EN
X EN
Week 12Tue
Jan 12
Proof in the field
Sheraton project working
Site videoLinkedIn EN+ES
X EN
X EN
Week 2 needs InterContinental's written OK to quote its letters; week 4 needs the hotel's OK to announce the date; week 5 needs event coverage and client approval; week 6 can move to Thursday, Nov 12 to post during COP31 (Antalya, Nov 9–20) rather than after; weeks 8, 9 and 12 depend on the Sheraton project timeline and client approval; week 10 needs about 30 minutes of the CEO's time to film. Any of them can swap with a "Heat, explained" post if delayed.
Measurement
A monthly report. Targets after month one.
Reach
Impressions per post and per channel
Engagement
Engagement rate and the top three posts
Audience quality
Follower growth by target industry and country
Traffic
Website clicks from LinkedIn and X
Leads
Inbound inquiries attributed to social, next phase
This is our first technology.It won't be our last.
Prepared by Soul Marketing for Green Matters Technologies, October 2026.
Confidential: for Green Matters leadership only.