Matter Inc.'s submission to 'Think Beyond Plastic' - a new business idea which creates a better shopping bag and shopping bag subscription service. http://thinkbeyondplastic.com/ * All content ©2013 Matter Inc. The plastics problem which Matter Inc. aims to improve is the overwhelming environmental issue of plastic shopping bags. We propose a two phase approach with betterbags: 1. Subscription Based Re-Usable Shopping Bag Service a-la Netflix 2. Continued greening of Tyvek to replace plastics with bioplastic based Tyvek shopping bags on a full & national retail scale. 3.One % of profits are donated to reclamation of plastics in our environment & plastic alternatives. http://www.matternola.com/

1. BEYOND PLASTIC
a new, big idea from Matter Inc. | Design for Social Change
- a benefit corporation, the first in the state of Louisiana -
Tippy Tippens,
Chief Eternal Optimist,
Founder of Matter Inc.
718.781.9252
tippy@matternola.com
Matter’s first product, BirdProject Soap raised Tippy Tippens, founder of Matter Inc., has over 15 years
20K in donations for gulf restoration post BP experience leading design as both a consultant and
spill. This black, bird-shaped biodiesel glycerin employee for the world’s greatest companies. She holds a
soap contains a ceramic keepsake at its center graduate degree in design from Pratt Institute. She is
and donates 50% of proceeds for environmental considered a trailblazing social entrepreneur, proud to be
restoration post BP oil-spill disaster. based in New Orleans, using her design perspective to
bring unique value to consumer goods.
Matter has three new products set to launch this
spring. All Matter products are sustainably made
and raise funding & awareness for our most
pressing social and environmental needs
including wetland restoration, literacy, & disaster
response.

2. THE PROBLEM - PLASTIC SHOPPING BAGS
ESTIMATES STATE THAT 500 BILLION TO 1 TRILLION PLASTIC BAGS ARE CONSUMED & DISCARDED ANNUALLY
WORLDWIDE - MORE THAN A MILLION PER MINUTE. CONSIDERING POPULATION GROWTH, THIS QUICKLY
BECOMES ALL THE MORE DISTURBING.
According to the Environmental Protection Agency, more than 380 billion plastic bags are used in
the United States every year. Of those, approximately 100 billion are plastic shopping bags, which
cost retailers about $4 billion annually & requires an estimated 12 million barrels of oil to produce.
• Approx. 380 billion plastic bags are used in the United States every year. That’s more than
1,200 bags per US resident, per year.
• The average family accumulates 60 plastic bags in only four trips to the grocery store.
• Only .5 to 3% of plastic bags in the USA end up getting recycled.
• Plastic bags aren’t biodegradable. They go through a process called photodegradation—
breaking down into smaller and smaller toxic particles that contaminate both soil and water,
and end up entering the food chain when animals accidentally ingest them. One bag takes
about 1,000 years to photodegrade.
• According to various estimates, Taiwan consumes 20 billion plastic bags annually (900 per
person), Japan consumes 300 billion bags each year (300 per person), and Australia
consumes 6.9 billion plastic bags annually (326 per person).
• Hundreds of thousands of whales, dolphins, sea turtles and other marine mammals die every
year after eating discarded plastic bags they mistake for food.
• The United Nations Environment Programme estimates that there are 46,000 pieces of
plastic litter floating in every square mile of ocean.
• Discarded plastic bags have become so common in Africa they have spawned a cottage
industry. People there collect the bags and use them to weave hats, bags and other goods.
According to the BBC, one such group routinely collects 30,000 bags every month.
• Plastic bags as litter have even become commonplace in Antarctica and other remote areas.
According to David Barnes, a marine scientist with the British Antarctic Survey, plastic bags
have gone from being rare in the late 1980s and early 1990s to being almost everywhere in
Antarctica.

3. OUR SOLUTION: Meanwhile, Stage two progresses:
STAGE ONE: STAGE TWO:
SUBSCRIPTION GREENIFY TYVEK
BASED RE-USABLE
BAG SERVICE
REPLACE WITH A
AS AN ENVIRONMENTALIST, I ALWAYS HAVE AT SUSTAINABLE
LEAST ONE RE-USABLE BAG ON HAND. PLASTIC BAG FOR
MASS USE
HOWEVER, OFTEN I WILL IMPROMPTU GROCERY
SHOP AND NEED MORE BAGS - THEN FORCED TO
CHOOSE EITHER PAPER OR PLASTIC AGAIN TYVEK IS MADE UP OF 25% POST CONSUMER PLASTICS &
THEN RECYCLED TO ALTERNATIVE LUMBER. IT DOES NOT
LEACH INTO GROUND WATER AS IS CHEMICALLY INERT.
KIOSKS AT SHOPPING CENTERS ALLOW SHOPPERS
NATIONAL RECYCLING SYSTEM IS IN PLACE.
VIA SUBSCRIPTION -OR- PAY BY NEED PICK UP
INEXPENSIVE RE-USABLE BAGS AT POINT OF Tyvek benefits: a strong, lightweight material that is
PURCHASE. conducive to manufacturing processes; recyclable; created from HDPE
- which most plastic containers are created from.
BAGS ARE RETURNED BY MAILER TO BE
RE-USED AGAIN A-LA NETFLIX.
Via a partnership with DuPont, bioplastics begin to be introduced into this
HDPE container /shopping bag loop. With the creation of tyvek bags
increasing the % of post consumer content - the shopping bags then
BAGS ARE LAUNDERED IF NEEDED
eventually ‘eat up’ HDPE plastic containers in the market - upcycling into
& RETURNED TO KIOSK FOR USE AGAIN. alternative lumbers & replacing petroleum based plastics with naturally
based polymers.
These bags replace the toxic plastic bags EN MASSE AT ALL
RETAILERS with a durable, re-usable, & recyclable shopping carrier.
They are heavier than plastic so aren’t airborne and don’t strangle
sealife. Also, as of a higher quality and having longevity, don’t reek of
disposable, cheap waste as current shopping bags do.

4. OUR CUSTOMERS & HOW THEY FIND US
STAGE ONE: STAGE TWO:
SUBSCRIPTION GREENED TYVEK
BASED RE-USABLE
BAG SERVICE OUR CUSTOMERS ARE ALSO RETAILERS.
OUR CUSTOMERS ARE SHOPPERS. OUR SUSTAINABLE SHOPPING CARRIERS
REPLACE TOXIC PLASTIC BAGS.
(SOLAR POWERED) KIOSKS ARE
IN SHOPPING AREAS - GROCERY STORES, MALLS,
CENTERS, ETC. AND AVAILABLE AT INITIAL CUSTOMERS ARE GROCERY STORES.
POINT OF PURCHASE. EXPANDING TO ALL OTHER RETAILERS.
WE ENABLE BOTH CONVENIENT USE &
TODAY’S PLASTIC BAGS COST LESS
RE-USE OF A BETTER SHOPPING BAG.
THAN 1 PENNY APIECE.
OUR BAGS ARE AFFORDABLE.
COST TO PRODUCE IS .25 WITH MASS QUANTITY, TYVEK BAGS CAN REACH
WITH CUSTOM PRINTED GRAPHICS. THE CURRENT MINUSCULE PRICE POINT
SUBSCRIPTION LEVELS PER BAG USE: IN EFFECT THIS IS A 4 BILLION DOLLAR MARKET
$5/MONTH UP TO 10 BAGS
$12/MONTH UNLIMITED

5. BETTERBAG TECHNOLOGY
MULTITUDE OF DESIGN OPTIONS FOR TYVEK BAGS
(AND CUSTOM PRINTS)
STAGE ONE:
SUBSCRIPTION BASED RE- STAGE TWO:
USABLE BAG SERVICE GREENED TYVEK MARKET EXAMPLES
UTILIZING TYVEK’S NATIONAL RECYCLING PARTNERSHIP
WITH WM AND/OR THEIR MAIL - IN SYSTEM
ADDING BIOPLASTICS
EVENTUALLY REPLACING BAGS ARE CONSTRUCTED VIA SONOBOND
PETROLEUM PLASTICS (ULTRASONIC WELDS)
FOR EASIER RECYCLING & BETTER STRENGTH
OR RECYCLE
IF AT END OF LIFE. SENT TO KIOSKS/
RETAILERS
WASH BAGS FOR RE-USE.
BAGS WORK WITH EXISTING
RETAIL BAGGING SYSTEMS.
RETURN BAGS TO COMPANY
WITH PRE-PAID MAILER

6. MARKETING & SALES STRATEGIES
Channel Distribution Marketing
•betterbag subscriptions are sold online via •betterbag markets Kiosks directly promoting
Netflix model. environmental consciousness and reducing costs of future
•Subscriptions cost $5/month and come with bag use.
an introductory collection of 10 bags. •betterbag also markets directly to consumers through
•Unlimited bag subscriptions cost $12/month. online website and social media campaigns
Consumers can pick up additional bags at Bag •Our target persona are conscious consumers willing to
Kiosk. elevate plastic usage by purchasing recyclable bags
•Bags are also sold individually at Bag Kiosks •Leverage Matter brand and followers to amplify product
placed in shopping centers and malls for $2 adoption
dollars.
Unit Sales
Year 2013 2014 2014
Online Subscriptions
Standard 27000 122500 540245
Limitless 18000 62200 320250
Kiosk Sales 21000 85000 420780

7. COMPETITORS
STAGE ONE:
SUBSCRIPTION BASED RE- STAGE TWO:
USABLE BAG SERVICE GREENED TYVEK
OUR COMPETITORS: WHY WE ARE BETTER:
OUR BAGS CREATE A PLASTIC USE LOOP,
CREATED OF THE GOODS THAT THEY ARE
BAGGU (RIP STOP NYLON, LEATHER) $7.50 & UP USED TO CONTAIN.
ENVIROSAX (POLYESTER) $8.95 & UP
A SUBSCRIPTION BASED SYSTEM
MAKES BAG USE CONVENIENT & EASY
KOTELI (RIP STOP NYLON) $9
+ YOU DON’T HAVE TO OWN A COLLECTION
OF SHOPPING BAGS
REUSEIT (RIP STOP NYLON) $5.95
BAGS ARE RECYCLABLE, BECOMING
ALTERNATIVE WOOD SOURCE
CONVENIENCE SYSTEM & AFFORDABILITY MAKES
AVAILABLE TO MORE MARKETS & INDIVIDUALS
ONE % OF PROCEEDS DONATED TO GROUPS
WORKING ON PLASTIC ALTERNATIVES/PLASTIC RECLAMATION

8. OUR TEAM & EXPERIENCE
BOARD OF DIRECTORS
Jon Atkinson, Candy Chang, Andrea Chen,
Tippy Tippens, Treasurer TED Global Senior Fellow Benefit Director
Chief Eternal Optimist, Financials Guru Artist, Designer Executive Director Propeller
Founder of Matter Inc.
Works with emerging Believes that our public spaces Force for Social Innovation, expertise
Industrial Designer & Social Entrepreneur, businesses to find capital. are as profound as allowed to be in business & education
GOOD 100, Background in product design including designing
products at Kohler. Creator of BirdProject Soaps which has
been featured in Springwise, Huffington Post, New Zealand
Herald, People Magazine, Whole Living, GOOD, and are
currently sold internationally including Hong Kong, Milan,
London, & Australia.
Tippens creates sustainably made products which fulfill our
most basic needs. These transformative products form an
emotional connection between those that use them and the
most pressing social and environmental needs of our day.
Gerard Cox, James Reeves, Robbie Vitrano,
Serial Entrpreneur, Community Based Designer, Serial Entrepreneur,
Impact Investment Advisor Writer, Educator Social Innovator
Founder Secondline, VC firm for Designer and artist whose work Co-Founder Naked Pizza &
benefit & impact investment & is based in making cities more Trumpet, Entrepreneur in
business growth consultant. comfortable. Residence at Idea Village

9. FINANCIAL PROJECTIONS
These conservative sales forecasts are based on the assumption
that betterbag receives $50,000 of seed funding before June 1, 2013.
betterbag has been funded by profits of Matter, Inc up to this point.
2013 2014 2015
Sales
Online Subscriptions
Standard 27000 $135,000 122500 $612,500 540245 $2,701,225
Full 18000 $270,000 62200 $933,000 320250 $4,803,750
Direct Kiosk 21000 $63,000 85000 $255,000 420780 $1,262,340
Total Sales 66000 $468,000 269700 $1,800,500 1281275 $8,767,315
Customers Online Subscriptions
Standard 12150 122500 540245
Full 6000 62200 320250
Direct Kiosk 22 90 250
Costs of Good Sold
Kiosks 50 $175,000 250 $875,000 300 $1,050,000
Bags 50000 $12,500 300000 $75,000 1500000 $375,000
Shipping
$187,500 $950,000 $1,425,000
Gross Margin $280,500 $850,500 $7,342,315
Operating Costs $149,750.00 $149,750.00 $149,750.00
EBDITA $130,750.00 $700,750.00 $7,192,565.00
Donation $2,805.00 $8,505 $73,423.15
Net Income $127,945.00 $692,245.00 $7,119,141.85
The margins will improve greatly if we can have corporate sponsors (ideally
those furthering green technologies) to aid in kiosk purchase and installation.

10. SUSTAINABILITY
MATTER INC. IS A TRIPLE BOTTOM LINE BUSINESS
DEDICATED TO SOCIAL CHANGE FOR PEOPLE, PLANET, & PROFITS.
SUSTAINABILITY IS INHERENT IN ALL ASPECTS OF OUR BUSINESS:
FROM MATERIALS & SOURCING, ETHICS, EFFICIENCY IN PROCESSES,
RECYCLING, AND FAIR WAGES TO GOOD PARTNERSHIPS.
WE CARRY THIS THROUGH TO OUR BUSINESS CARDS AND THE PEOPLE THAT WE BANK WITH.
OUR MISSION IS TO CREATE SUSTAINABLE SOLUTIONS FOR THE MOST BASIC
ASPECTS OF EVERYDAY LIFE AND TO HELP ENVIRONMENTAL & SOCIAL CAUSES CONCURRENTLY.
BETTERBAGS ARE SOURCED IN THE U.S. OF TYVEK
AND IT IS THIS PRODUCT’S MISSION TO:
- INCREASE THE % OF POST CONSUMER HDPE FOR PRODUCTION
-INCREASE BIOPLASTICS USE & REDUCE PETROLEUM BASED PLASTICS USE
- ELIMINATE THE THROW AWAY MENTALITY FOR SHOPPING BAGS
- DONATE ONE% OF PROCEEDS TO RECLAMATION OF PLASTICS IN THE ENVIRONMENT
AND DEVELOPMENT OF PLASTIC ALTERNATIVES

11. CURRENTS
BETTERBAG IS CURRENTLY IN PROTOTYPING STATUS, SEEKING INVESTMENT FOR STANDUP & LAUNCH
KEY ACCOMPLISHMENTS:
- MATTER INC.’S FOUNDER, TIPPY TIPPENS WILL BE PART OF THE GOOD 100, TO BE RELEASED IN LATE MARCH, 2013
-MATTER’S FIRST PRODUCT, BIRDPROJECT SOAPS HAS DONATED 20K TO DATE IN ENVIRONMENTAL
CLEANUP AND CARE FOR OILED ANIMALS POST BP SPILL
-OUR PRODUCTS HAVE BEEN FEATURED IN WHOLE LIVING, PEOPLE, & GOOD MAGAZINES, THE HUFFINGTON POST,
NEW ZEALAND HERALD, SPRINGWISE, PSFK, ECOUTERRE, TREEHUGGER, COASTAL LIVING, & AMERICAN CRAFT.
- OUR PRODUCTS ARE SOLD LOCALLY, NATIONALLY, & INTERNATIONALLY, INCLUDING: MILANO, HONG KONG,
LONDON, & AUSTRALIA
TIMELINE:
- SPRING PRODUCT LAUNCH FOR MATTER INC. (3 NEW PRODUCTS)
- IMMEDIATE: FUNDRAISING, PRODUCT RESEARCH & PARTNERSHIP DEVELOPMENT
- JUNE 1 PILOT LAUNCH
IF WINNER OF $50,000 FIRST PRIZE:
- PRODUCT LINE STANDUP
- PRODUCT DEVELOPMENT
- PREFAB KIOSK PARTNERSHIPS