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Going Green TodayInspiring change by direct action
Andreea [email protected]
857 - 998 - 3567
Scott [email protected]
424 - 224 - 1106
Friday, May 6, 2011
mailto:[email protected]:[email protected]:[email protected]:[email protected]
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Team
Andreea Barroca
- Managing Director, eZSystems US (Open SourceWCM)
- Founder & Managing DirectorNuxeo Eastern Europe
(OpenSource ECM)
Scott Ankeny
- Publisher at PDX magazine- Publisher at Holistic
Livingmagazine
Strategic advisors
Nick Aster
Founder & Publisherat TriplePundit.com
Eric Barroca
CEO at Nuxeo
Core executives
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Create personal green profilebased on your lifestyle
Tailored 90 days action plan,followed by continuous goinggreen
program providingplanning tools, monitoringand helpers Push the
right content to
the user, at the right time
Share, learn, inspire, beinspired; use mobile tools
Locate the products, services,grants, offers you need in order
toaccomplish your action plan
GGT: your personal green coach
Going Green Today user:- light green female- concerned
parent
- financial saver
- green believer- others
1.
2.3.
4.
5.
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Mission
Find the ones who believe -> it will have amassive effect on
the others
Help them make effective choices versus feel-good choices
Promote direct action leading to behavioralchange creating new
customers
Reach and inspire one third of the United States to limittheir
carbon footprint by one third so that our country
become compliant with the Kyoto protocols
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61% sympathetic toward environmental mouvement 51% personally
worry about global warming
19% are LOHAS buyers
64% search for greener products
30% are New Consumers
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Value proposition
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Competition
Very similar model with GGTEarly beta launched in 2010, seed
funded nov 2010Focus on tools and community and very little
oncontent and message -> impression of empty technology
Key
competitor
Well established green news and information mediaportal,
acquired by Discovery in 2007
Pure media publisher: no personalization, no toolsPotential
partner rather then competitor at this stage, itcan become direct
competition by acquiring Practically
Green, for example
Popular green social network dedicated to sociallyresponsible
causes; operates a petition site
Addresses a broader range: environment, animal
welfare, human rightsPotential partner; not likely to become
frontalcompetition because different business and focus
Provide practical tools to visualise the individualenvironmental
impact
Could qualify for direct competition, but it lackstraction
(launched in 2007)
Potential threat if acquired or restarted
GGTs competitive difference is a unique combination
ofpowerful
technological tools (key advantage over media portals) and
environmental knowledge, passion and vision.Friday, May 6,
2011
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Business modelAdvertising (CPM)
Referrals (CPA)
Special operations
20 page views/user5 to 7 ads per page$2 to $3 CPM
=> $2.4 to $5.04 RPU
Conv rate CPAPersonal health 2.00% $80.00Natural lifestyle 1.00%
$100.00Green building 0.25% $75.00Alternative transp 0.50%
$50.00Eco tourism 0.75% $50.00Alternative energy 0.10% $200.00
=> $3.61 RPU
Advertising packages includingsponsorships, newsletters,
promotionalvideos, webinars, corporate gifts, etc
$40K to $100K per package
4, 10, 15 packages/year
=> $5.91 to $6.49 RPU
0
75,000
150,000
225,000
300,000
Year 1 Year 2 Year 3
Nb. users
0
1,500,000
3,000,000
4,500,000
6,000,000
Year 1 Year 2 Year 3
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Market sizeIf all the LOHAS buyers were GGT users, it would
generate the following revenue:
$512M to $650M
If all the New Consumers were GGT users, it wouldgenerate the
following revenue:
$835M to $1B
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User ac uisition
Improve conversion rate Develop user loyalty
10-15 cent clicksvery targeted
use the contentnetwork
Nicheadvertising
cheaper andmore targeted
Focus: user targetingA/B testingGoogle Conversion OptimizerUser
behavior testing tools (ex: Clicktale)
Build traffic
viral potentialcheap clicks
Editorial ContentincreaseGoogle ranking
15K followers
already!
Offlinemarketing
trade shows,festivals, etc
blogs,forums, etc
emailing
Ads
apppageFB Connect
mobileapps
Conversion = User subscription
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Financials
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Exit
*
*estimate** in 3 years
Price estimates based on recent acquisitionsCompany Acquired by
Acquisition price Users Price/user Applied to GGTTripIt Concur
$120,000,000 300000 $400 $120,000,000Mint Intuit $170,000,000
1000000 $170 $51,000,000Ideal Bite Disney $20,000,000 150000 $133
$40,000,000
**
Friday May 6 2011
