Going Green Today

Inspiring change by direct action

Andreea Barroca andreea@goinggreentoday.com 857 - 998 - 3567

Scott Ankeny scott@goinggreentoday.com 424 - 224 - 1106

Friday, May 6, 2011

Team
Core executives
- Publisher at PDX magazine - Publisher at Holistic Living magazine - Managing Director, eZ Systems US (Open Source WCM) - Founder & Managing Director Nuxeo Eastern Europe (Open Source ECM)

Scott Ankeny

Andreea Barroca

Strategic advisors
Founder & Publisher at TriplePundit.com CEO at Nuxeo

Nick Aster

Eric Barroca

Friday, May 6, 2011

GGT: your personal green coach

Going Green Today user: - light green female - concerned parent - nancial saver - green believer - others

1.

Create personal green prole based on your lifestyle

5.

Locate the products, services, grants, offers you need in order to accomplish your action plan

2.

Tailored 90 days action plan, followed by continuous going green program providing planning tools, monitoring and helpers

4. 3.
Push the right content to the user, at the right time

Share, learn, inspire, be inspired; use mobile tools

Friday, May 6, 2011

Mission
Reach and inspire one third of the United States to limit their carbon footprint by one third so that our country become compliant with the Kyoto protocols
Find the ones who believe -> it will have a massive effect on the others Help them make effective choices versus feelgood choices Promote direct action leading to behavioral change creating new customers
Friday, May 6, 2011

61% sympathetic toward environmental mouvement

51% personally worry about global warming

64% search for greener products

19% are LOHAS buyers

30% are New Consumers

LOHAS -> Lifestyles Of Health And Sustainability

Friday, May 6, 2011

BBMG, Unleashed: How New Consumers Will Revolutionize Brands and Scale Sustainability (March 2011)

Value proposition
Challenge Solution
Practical, personalized, stage-based content intelligently pushed to the user Put user in contact with targeted green products / services / solutions User tailored action plan and efcient Web and mobile tools; engaging community, green role models, valuable tips and tricks from real people User personalized information about available tax credits, programs and grants; inexpensive alternatives suggested Involve prominent people to evangelize the green spirit: popular gures, community leaders, Web and social media inuencers, etc

Lack of knowledge Lack of access Lack of time/ energy/motivation Costs Political resistance
Friday, May 6, 2011

Competition
Key competitor

Well Very similar model with GGT Early beta launched in 2010, seed funded nov 2010 Focus on tools and community and very little on
content and message -> impression of empty technology

established green news and information media portal, acquired by Discovery in 2007 Pure media publisher: no personalization, no tools Potential partner rather then competitor at this stage, it can become direct competition by acquiring Practically Green, for example

Popular

green social network dedicated to socially responsible causes; operates a petition site Addresses a broader range: environment, animal welfare, human rights Potential partner; not likely to become frontal competition because different business and focus

Provide

practical tools to visualise the individual environmental impact Could qualify for direct competition, but it lacks traction (launched in 2007) Potential threat if acquired or restarted

GGTs competitive dierence is a unique combination of powerful technological tools (key advantage over media portals) and environmental knowledge, passion and vision.
Friday, May 6, 2011

Business model
Advertising (CPM)

20 page views/user 5 to 7 ads per page $2 to $3 CPM

Nb. users

=> $2.4 to $5.04 RPU

300,000 225,000 150,000

Referrals (CPA)
Conv rate CPA Personal health 2.00% $80.00 Natural lifestyle 1.00% $100.00 Green building 0.25% $75.00 Alternative transp 0.50% $50.00 Eco tourism 0.75% $50.00 Alternative energy 0.10% $200.00

75,000 0 Year 1

Year 2

Year 3

=> $3.61 RPU

Page views per month

6,000,000 4,500,000 3,000,000 1,500,000

Special operations

Advertising

packages including sponsorships, newsletters, promotional videos, webinars, corporate gifts, etc $40K to $100K per package 4, 10, 15 packages/year
Friday, May 6, 2011

=> $5.91 to $6.49 RPU

0 Year 1

Year 2

Year 3

Market size
If all the LOHAS buyers were GGT users, it would generate the following revenue: If all the New Consumers were GGT users, it would generate the following revenue:

$512M to $650M

$835M to $1B

BBMG, Unleashed: How New Consumers Will Revolutionize Brands and Scale Sustainability (March 2011)

Friday, May 6, 2011

User acquisition
Build trafc
Ads

10-15 cent clicks very targeted c h e a p e r

and more targeted Editorial Content

use

the content network

viral potential cheap clicks

Ofine marketing

Niche advertising

increase

Google ranking

trade

shows, festivals, etc

Improve conversion rate

Develop user loyalty

Conversion = User subscription

app page FB Connect blogs,

forums, etc

emailing mobile
apps

Focus: user targeting A/B testing Google Conversion Optimizer User behavior testing tools (ex: Clicktale)

15K

followers already!

Friday, May 6, 2011

Financials
YEAR 1 Revenues CPM CPA Special ops Total Costs G&A Sales&Marketing Editorial Technical Total Op income $ $80,000 $300,000 $250,000 $100,000 $730,000 (407,161) $ $130,000 $486,000 $340,000 $100,000 $1,056,000 445,302 $ $300,000 $706,000 $440,000 $150,000 $1,596,000 1,904,891 $65,000 $97,839 $160,000 $322,839 $525,000 $376,302 $600,000 $1,501,302 $1,165,500 $835,391 $1,500,000 $3,500,891 YEAR 2 YEAR 3

Investments $1M Oered share 25%

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Friday, May 6, 2011

Exit
Potential acquirers Reasons
Complement existing green news website Broaden existing offers scope Users database Green their image Proler tool Users database

Exemples

Media Corporation

(Online) Retailer

Price estimates based on recent acquisitions

Company TripIt Mint Ideal Bite Acquired by Acquisition price Users Price/user Applied to GGT* * Concur $120,000,000 300000* $400 $120,000,000 Intuit $170,000,000 1000000 $170 $51,000,000 Disney $20,000,000 150000 $133 $40,000,000
*estimate * in 3 years *

Friday, May 6, 2011