Brng it _ Think Beyond Plastic Innovation Competition Application
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Brng it _ Think Beyond Plastic Innovation Competition Application

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Brng.it is a program that uses mobile phone technology, education and outreach, and social networking to encourage the Bring Your Own Reusable ethic (#BYOR) in place of using single-use disposable ...

Brng.it is a program that uses mobile phone technology, education and outreach, and social networking to encourage the Bring Your Own Reusable ethic (#BYOR) in place of using single-use disposable items.

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Brng it _ Think Beyond Plastic Innovation Competition Application Brng it _ Think Beyond Plastic Innovation Competition Application Presentation Transcript

  • Think Beyond Plastic – Innovation CompetitionBrng.it is a program that uses mobile phone technology, education and Contact:outreach, and social networking to encourage the Bring Your Own Reusable John Rabasa Co-Founder, Managing Directorethic (#BYOR) in place of using single-use disposable items. john@brng.it (m) 434.409.5281 @brng_it /Brng.it
  • The Problem Every time a bottle bill or plastic bag ban is proposed, opponents are quick to point out that these measures are unnecessary because we can simply recycle. What is often missed is that recycling captures only 7.1% of post-consumer plastics, 21.1% of aluminum and 23.1% of glass1. Plastic is recycled in a so- called “open loop,” downcycled into a lesser grade product that cannot be recycled again. For most of us, recycling is the introduction to living in a more ecologically responsible way. Recycling is important, diverting valuable resources from theVia Flickr. CC attribution, non-commercial use, share-alike , Nemo’s Great Uncle landfill or incinerator, but recycling has also masked the real problem: we are consuming resources and producing waste at unsustainable levels2 and harming human and environmental health in the process. Adopting a zero waste mentality does not come naturally in our society. It requires new habits that emphasize refusing, reducing and reusing in our daily lives. 827,000 to 1.3 million tons of plastic PET water bottles were produced in the U.S. in 2006, requiring the energy equivalent of 50 million barrels of oil. 76.5 percent of these bottles ended up in landfills.3 Brng.it Brng.it Concept Brief 2 Think Beyond Proprietary and confidential Plastic – Innovation Competition
  • Solving the ProblemOur Insight: Building sustainable Brng.it motivates and rewards individualshabits is not unlike other goals we aim for refusing single-use items by bringingto adopt, like losing weight or getting fit. and using their own reusable items.We benefit from support systems such Using our app on their smartphone,as: individuals “check-in” to a location—such• Setting goals and having a way to as a store, coffee shop or their place of measure progress7 work—and “tag” the reusable items they brought.• Belonging to a like-minded Via Flickr. CC - attribution and share alike, Ed Yourdon community Every time you BYOR, Brng.it follows your progress, recognizes your achievements,• Getting recognized and rewarded helps you “see” your impact individually and collectively, and allows you to share your action with friends and family on Facebook, Twitter, and Foursquare. Brng.it 3 Think Beyond Plastic – Innovation Competition
  • Our Customer: Businesses and InstitutionsBrng.it is free to consumers, but sold as a turn-key program tobusinesses and institutions to help them meet their CorporateSocial Responsibility (CSR) and Sustainability goals on an annualsubscription basis.Benefits include:• Reducing expenses associated with supply and disposal of single-use products.• Measurement of progress on sustainability goals. Via Flickr CC - attribution, non-commercial, Neil Kandalgaonkar• Reducing environmental harm resulting from single-use disposables (toxics, emissions, litter, wildlife impacts).• Engagement with stakeholders through supporting responsible resource use and environmental protection. Brng.it 4 Think Beyond Plastic – Innovation Competition
  • How it Works Our user checks in at the store, café, etc. and tags the items he brings, generating points. Merchants pay for tools to verify check-ins and offer rewards to their customers. Business and Institutions that subscribe to Brng.it get a program that provides metrics, employee engagement, reduction ofHe also checks in at work, their waste and support toearning more points. meet their sustainability goals. Brng.it 5 6 Think Beyond Plastic – Innovation Competition
  • Sales & MarketingOur strategy is to enter businesses and institutions through a “bottom-up” and a “top-down” approach. Bottom-up is by targeting individualusers, specifically sustainability minded millennials and students, to adopt and use Brng.it in their daily life, including at school and at work.Top-down will require contacting HR, Sustainability and CSR professionals at businesses and universities, focusing our sales efforts in keymarkets where our data shows our users are checking-in and using our product.The three pillars to our strategy are: Create Awareness and Adoption Activate on University Campuses Approach CorporationsGrow our audience, primarily using social media Generate interest and awareness inside of Mine data where our users are checking-in atand PR campuses with key partnerships and WOM work and locations nearby. Begin sales effort using those leads. Promote the service via trade• Launch crowdfunding campaign to generate • Hire an agency, such as KIP Digital (student publications and events. awareness and support product development. run) that focuses on WOM and student engagement, starting in key universities (UVa, • Pilot program at one or two corporations to• Partner with a cause and a donor that will UC Berkeley, CU-Boulder, Tufts, etc.). work out product and program offerings, as match donations with items reduced, and well as create case-studies to publish. create the One Million Disposable Items • Sponsor sustainability events at universities, Refused campaign. and make Brng.it part of the events. • Attend and participate at conferences and events focused on sustainability and• Create content to grow and leverage our social • Partner with the universities’ catering and employee engagement, such as SxSW Eco. media presence (Blog, Twitter, and Facebook). waste management vendors, such as Aramark or WM, to introduce Brng.it as part of their • Create and place content in publications,*YEAR ONE COST: $5,000 – $10,000 offerings. newsletters and blogs aimed at CSR. *YEAR ONE COST: $20,000 – $30,000 *YEAR ONE COST: $20,000 – $30,000 Brng.it*Does not include salaries 6 Think Beyond Plastic – Innovation Competition
  • Competitors Competitor Description How Brng.it Differs Similarly, Brng.it aims to provide the organization with tools to measure Causecast combines social networking with tools to help businesses and the impact of the program. While the focus of Causecast is giving and organizations manage community volunteering, donations, matching, and volunteering for the benefit of charities and causes, Brng.it looks to cause campaigns. improve the organization’s own sustainability practices as it moves Causecast employees toward sustainable behaviors. While Practically Green has a diverse set of content, the site gives credit Practically Green uses a diagnostic tool, game mechanics and social networks for doing something once, mixing together mundane items (take shoes to help people reduce energy, save water, limit exposure to household toxins, off at home) with rare ones (buying a washing machine). Brng.it focuses and preserve natural resources. It is free for consumers, and they sell their on building habits that can be applied regularly, and is not limited to the content and program to corporation’s for employee engagement. grocery store or the coffee shop, as the individual learns to get creditPractically Green from any opportunity to reduce waste at the source. At Recyclebank, you earn points for taking everyday green actions like learning how to use less water or making greener purchases. Then, you can Recyclebank actions that are rewarded are often pledges, or purchases use those points to get rewards. Rewards come from participating brands of sponsored products. Brng.it is used at the time and place that the that want to market to their users. They work directly with consumers and action is taken, and is therefore more specific and measurable, especially brands, and at this point, not with businesses or organizations. when we are able to roll out verified check-ins. Recylebank VolunteerMatch demonstrates the model and opportunity with a long VolunteerMatch matches volunteers with causes. Causes, charities and non- history and a diversity of offerings. Brng.it’s focus is not on profits list their needs. Volunteers are able to search for opportunities. They volunteerism, but on small acts of activism and ongoing waste have a robust set of tools for corporations to engage employees, brands to reduction. Our approach is more along the lines of health and fitness align with causes, and universities to manage all campus wide volunteering, programs that allow goals to be set, progress to be measured, andVolunteerMatch helping students fulfill service hours. access to a community of like-minded supporters. Brng.it 7 Think Beyond Plastic – Innovation Competition
  • People John is founder of User Experience and Product Strategy Jim Davidson is an early-stage investor and advisor with over consultancy, UX Partners. Previously he was Head of 20-years of internet technology experience. Previously, he Product and co-founder at I’mOK,. was a senior leader at Aol where he served as CTO of DigitalCity, the internets first hyper-local portal, and later as Before that was Managing Director for SF office of Publicis VP of Web Services and Publishing. Jim has also been a Modem, in charge of the P&L, the Experience Strategy leader at early-stage companies including: CTO of practice and oversight of key accounts. ShareThis.com, President of Examiner.com, and co-founder and CEO of Laborfair.com, an online marketplace for He has held multiple roles in Product, User Experience and disadvantaged service providers. Jim is now focused onJohn Rabasa Technology at Aol., R/GA, and start-ups ePals and U.S. News Ventures. Jim Davidson early-stage impact-investing, providing capital and advice forManaging Director Board Member companies which leverage technology to further their social- benefit and sustainability missions. He is also a guarantor with MicroCredit Enterprises which helps fund micro-loans Peggy completed the Sustainable Practices Program at Dominican around the world. University and the master class of the Environmental Forum of Marin in 2011. Her project on environmentally preferable food ware for Marin County was the inspiration for Brng.it. Previously she was the senior specialist and Head of 20th Century Azin is a serial social entrepeneur who founded HiDef, inc. Decorative Arts at Christie’s, New York. which focuses on technology solutions for global social sector NPOs and NGOs. He is currently working onPeggy Gilges revolutionary new ways to push childrens education technology into the future using mobile tools with his newDirector of Sustainability, venture, Bright Bot, inc. Azin refuses to take a vacation whenEditor-in-Chief the landscape of American business objectives is so skewed toward profit only; the environment is an afterthought. Azin Julio is VP of Architecture and Engineering at USA Today Sports believes that there is a better way to be both profitable and Media. Prior to that he was CTO and co-founder at ImOK with Azin Mernoosh stewards of our environment, and is working to see that vision realized in everything he does. John. Advisor Before joining I’mOK, he was VP of Technology and CTO for Entertainment and Games at Aol where he headed a global development organization of software engineers, architects, project managers and QA. In his 10 year career at Aol., he has managed Attorney: Kevin Robertson, Ober KalerJulio Hernandez- tech teams for various media properties in local, news, entertainment, and video having supported a wide gamut of online CPA: Tommy Everett, Hampton&EverettMiyares properties.Director of Technology Brng.it 8 Think Beyond Plastic – Innovation Competition
  • Financials Item 2013 2014 2015 2016 2017 Revenue Number of customers @ $10,000 / $10,000 $140,000 $450,000 $1,300,000 $3,500,000 anum average subscription price Other Income (e.g. Sponsorships) $0 $4,000 $80,000 $200,000 $500,000 ExpendituresCost of production based on numberof active users * $0.20 avg cost / user $6,000 $20,000 $80,000 $200,000 $600,000 for services (e.g. AWS, APIs) Salaries and benefits, avg $100,000 / $100,000 $400,000 $800,000 $1,000,000 $1,200,000 employeeMarketing - high estimate, increased $70,000 $126,000 $226,800 $408,240 $734,832 1.8.x / year Product development (outsourced) $80,000 $80,000 $40,000 $20,000 $20,000 Rent, supplies, travel, etc. avg $5,000 $20,000 $40,000 $50,000 $60,000 $5,000 / employee Totals ($251,000) ($502,000) ($656,800) ($178,240) $1,385,168 Brng.it 9 Think Beyond Plastic – Innovation Competition
  • Sustainability efforts on our part We are an early stage, impact start-up formed as an LLC. At the point at which Brng.it needs to be incorporated as part of our A-Series round, we intend to do so as a Benefit Corporation, which Virginia recently allowed. Our LLC has already adopted the charter VS requirements as part of its operating agreement.Via Flickr CC - attribution, non-commercial, share alike, Todd Stadler Our footprint is small, and we favor green partners. Our Via Flickr CC - attribution, non-commercial, Jonathan Harford hosting is provided by HostGator, which powers its data centers with 130% wind energy4. Our printing is by GreenPrinters on their 100% post consumer paper with soy inks. Americans throw away 25 billion non-recyclable  styrofoam cups each year, enough to circle the Earth 436 times. 5 Brng.it 10 Think Beyond Plastic – Innovation Competition
  • StatusIn the Spring of 2012, we received $50,000 from However, we do not feel our current product isour angel investor, which allowed us to develop sufficient as an MVP to give us the feedback we need,our minimal viable product as an iOS app, and especially as tested in a corporate environment.soft-launch it in the iTunes Store late Summer. Were we to win the $50,000 investment, we wouldWith no promotion, we have the following use the funds to do some additional productnumbers: development and start our marketing efforts, namely:• 200 Downloads • Add social rewards and community (badges, etc.)• Top countries include USA, Brazil, Saudi Arabia, • Using EPA’s WARM, or other methods of calculation, Brazil, The Netherlands, Austria and Yemen to convert the resource savings into a measurement of carbon dioxide emissions prevented through• 90 active members, 423 check-ins, preventing source reduction, giving users and customers an 1088 items from being disposed. even greater illustration of the impact of their sustainability efforts. • Port the app to the Android platform, as well as create a web view of the data. • Start a pilot with a university, business or organization. Brng.it 11 Think Beyond Plastic – Innovation Competition
  • Thank you! 12
  • Appendix Sources and Additional Links1. In 2008, only 23.1% of glass disposed of was recycled, and only 7.1% of plastics and 21.1% of aluminum. U.S. Environmental Protection Agency. (2009, November). Municipal Solid Waste Generation, Recycling, and Disposal in the United States Detailed Tables and Figures for 2008. Office of Resource Conservation and Recovery. Retrieved June, 2010 from http://www.epa.gov/epawaste/nonhaz/ municipal/pubs/msw2008data.pdf2. Global Footprint Network –Living Planet Report 2010 http://www.footprintnetwork.org/en/index.php/GFN/page/ 2010_living_planet_report/3. 827,000 to 1.3 million tons of plastic PET water bottles were produced in the U.S. in 2006, requiring the energy equivalent of 50 million barrels of oil. 76.5 percent of these bottles ended up in landfills. – U.S. Government Accountability Office. (2009, June). Bottled Water: FDA Safety and Consumer Protections are Often Less Stringent than Comparable EPA Protections for Tap Water. Retrieved June 2010 from http://www.gao.gov/new.items/ d09610.pdf4.http://www.hostgator.com/green-web-hosting. 13
  • Sources and Links (cont.) 5. Americans throw away 25 billion non-recyclable styrofoam cups each year, enough to circle the Earth 436 times. Source: Ed Humes, Garbology: Our Dirty Love Affair with Trash, (2012), pp. 95-96. MORE: Less than 1 percent of plastic bags are recycled each year. Recycling one ton of plastic bags costs $4,000. The recycled product can be sold for $32. – Clean Air Council. (2009, May). Why Plastic Bag Fees Work. http:// www.cleanair.org/Waste/wasteFacts.html 58 billion paper cups are thrown away (not recycled) every year, 20 million trees are cut down in the process of manufacturing paper cups, and the amount of water used in the process is approximately 12 billion gallons. Betacup http://www.thebetacup.com/about/ Americans annually use 40 billion plastic knives, forks and spoons. Source: Ed Humes, Garbology: Our Dirty Love Affair with Trash, (2012), p.15The United Nations estimates that a minimum of 7 million tons of trash ends up in the ocean each year. 5.6 milliontons of which (80 percent) is plastic. Source: Ed Humes, Garbology, Our Dirty Love Affair with Trash, (2012), p. 121. 14