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  • 1. Gooseberry (Global Mobile Recycling) ® Excel Fortune Trading 2009 All rights reserved
  • 2. the brand ® Excel Fortune Trading 2009 All rights reserved
  • 3. BRAND NAME, LOGO AND STRAP LINE ® Excel Fortune Trading 2009 All rights reserved
  • 4. BRAND MASCOT (ICON) Gerry ® Excel Fortune Trading 2009 All rights reserved
  • 5. TV GERRY ® Excel Fortune Trading 2009 All rights reserved
  • 6. the company ® Excel Fortune Trading 2009 All rights reserved
  • 7. GOOSEBERRY VISION UK “To be the world’s number one choice for mobile phone recycling.” CHINA “To provide the world with ways of communicating in an affordable and sustainable manner.” ® Excel Fortune Trading 2009 All rights reserved
  • 8. GOOSEBERRY FOUNDATIONS our mission Here at Gooseberry, we believe that “everybody should be able to talk to anyone anywhere”. Gooseberry gives people the means in which to realise this vision by exchanging their old mobile phones in return for something of value! our position our values FUN FRIENDLY RESPONSIBLE TRUSTWORTHY PROFESSIONAL GOOSEBERRY our products GOOSEBER EXCHANGE INSURANCE RY PICKERS ® Excel Fortune Trading 2009 All rights reserved
  • 9. MARKET PLACE PYRAMID BREAKDOWN ® Excel Fortune Trading 2009 All rights reserved
  • 10. UNIQUE SELLING POINTS UNIQUE SELLING POINTS 1. We strive to pay 5% more than any other operator in the UK If the customer finds an operator that pays more than we do – we’ll pay 5% more on the spot 2. We wont quibble on the condition of a phone – If it turns on and the LCD isn’t cracked – we’ll pay full price 3. 4. We benchmark our pricing against the top 4 competitors 5. We give the customer a choice over what they get for their phone 6. We help protect the customer from identity fraud 7. We are doing are part for a more sustainable world We own the entire process tracking the phones completely through the system – user to user 8. ® Excel Fortune Trading 2009 All rights reserved
  • 11. THE GOOSEBERRY STORY Did you know that over 25 million mobile phones are discarded every year by people in the UK, and that it is estimated that there are a whopping 90 million handsets lying around unused and unwanted all across the country? When we heard that we got to thinking, where do they all go? Now apparently around 3 per cent end up in landfill sites, but what about the rest? After a quick ask round everyone we know we realised that up and down the country there were mountains of mobile phones lying in drawers, under beds, and filling up space in the cupboard under the stairs. We also knew that elsewhere in the world there are people who would love to give these old phones a home and so the idea for Gooseberry was born. At the moment we are recycling and refurbishing around 25,000 mobile handsets a month from our base in China. We’ve also got a place in Wales, which is where all the gooseberries are sent to be checked and packaged up. 25,000 handsets a month is quite a lot, but we know that there are plenty more gooseberries lurking out there and more and more springing up everyday, and we are ready to meet the challenge. Oh, yes, but why Gooseberry? Well, we’ve all been out with a friend and their new boyfriend or girlfriend and felt like a complete spare part, or ‘gooseberry’. Well we think that that is exactly how your old phone must feel while you are oohing and aahing over your brand spanking new phone with the all the latest gadgets. And so there you go… ® Excel Fortune Trading 2009 All rights reserved
  • 12. THE CHINA STORY As well as our base in the UK, Gooseberry also has offices in a place called Shenzhen which is in Southern China. From our factory here we refurbish and recycle all of the mobile phones we receive. It’s a pretty big operation, we can currently refurbish a massive 90,000 mobile phones per month from this factory. So, how does it all work? Well when each phone arrives at the factory in Shenzhen it is graded either A, B, C, or D. Grade A phones, as you would expect, are pretty much as good as new and after a little tlc are boxed up and passed on almost immediately. However, most of the phones we receive fall into the B and C category. Bs and Cs work perfectly well but just need to be given a makeover and tidied up a bit and so we give them a new case, funky new accessories and livery. Finally the poor old Grade D phones are the ones that are faulty. We do our best to repair the Ds we receive and we do pretty well, with around 83 per cent of all those handsets being passed on to new owners. Those phones that cannot be repaired are broken down and all the sustainable, or re-usable parts, are safely removed. Around 90 per cent of the handset can be recycled in one form or another. Not bad going we hope you’ll agree? All the phones that we receive from the UK or EU countries are sold onto new users in China. The phones are passed on at around 60 per cent of the original price of a similar new phone. There is currently demand for around 9m new phones per month from China! We work closely with the dealers who are responsible for passing on the phones to new homes, and unlike some, less reputable companies, we ensure that the new owners are aware of where their handset has come from. We are proud of our factory in China, working conditions are excellent and we meet, if not surpass, the health and safety requirements set out under Chinese authority which are extremely stringent, even more so that those in the UK. We think that we would all like to be as green as a Gooseberry, and so let us just leave you with one final thought …we have worked out that by using Gooseberry you can double the life of your old phone. That’s got to be a good thing. ® Excel Fortune Trading 2009 All rights reserved
  • 13. the details ® Excel Fortune Trading 2009 All rights reserved
  • 14. PRICE COMPARISSON Manufacturer Model Gooseberry Mazuma Envirofone Mobile 2 Cash Nokia 8600 £ 157.50 £ 150.00 £ 89.89 £ 84.50 Nokia N95 8G £ 157.50 £ 150.00 £ 139.94 £ 97.00 Nokia E90 £ 150.15 £ 72.00 £ 94.94 £ 139.50 HTC X9500 £ 128.71 £ - £ - £ - Nokia N82 £ 120.75 £ 115.00 £ 75.08 £ - Nokia N95 £ 120.75 £ 115.00 £ 100.70 £ 91.00 Nokia 8800e £ 120.44 £ - £ - £ - Motorola V9 Grey £ 102.90 £ - £ - £ - Motorola V9 Red £ 102.90 £ - £ - £ - HTC U1000 £ 99.51 £ - £ - £ - Nokia N81 £ 79.80 £ 76.00 £ 64.98 £ 34.50 Nokia 7900 £ 78.83 £ 70.00 £ 75.08 £ - Nokia 8800d £ 76.65 £ - £ - £ - Sharp SH9010C £ 73.66 £ - £ - £ - LG KF750 £ 73.50 £ 70.00 £ 60.04 £ - Samsung W579 £ 71.34 £ - £ - £ - HTC S1 £ 66.17 £ - £ - £ - iPaq IPAQ614C £ 64.62 £ - £ - £ - Sharp 705SH £ 64.36 £ - £ - £ - Sharp SX663 £ 62.81 £ - £ - £ - Samsung i908 £ 62.68 £ - £ - £ - Nokia N93i £ 61.77 £ 54.00 £ 54.05 £ - HTC 3651 £ 61.26 £ - £ - £ - Nokia 7500 £ 60.90 £ 50.00 £ 45.00 £ 55.00 Nokia N73 £ 60.90 £ 45.00 £ 40.07 £ 55.00 ® Excel Fortune Trading 2009 All rights reserved
  • 15. the website ® Excel Fortune Trading 2009 All rights reserved
  • 16. ® Excel Fortune Trading 2009 All rights reserved
  • 17. the marketing strategy ® Excel Fortune Trading 2009 All rights reserved
  • 18. MARKETING MISSION 2008 “To establish the Gooseberry brand as a trustworthy company to trade with.” 2009 “To provide a consistent message regularly to the UK audience.” ® Excel Fortune Trading 2009 All rights reserved
  • 19. the marketing material ® Excel Fortune Trading 2009 All rights reserved
  • 20. FACEBOOK ADVERTISING Facebook Fan Group Facebook Fan Group Invitation Allows people to become fans of Gooseberry Personal invitation to join the group to and gain updates through Facebook friends of Facebook user Facebook Advert ® Excel Fortune Trading 2009 All rights Direct clicks straight to website reserved
  • 21. VIRAL ADVERTS ® Excel Fortune Trading 2009 All rights reserved
  • 22. VIRAL ADVERTS ® Excel Fortune Trading 2009 All rights reserved
  • 23. SPORTS (TRIAL) POS ® Excel Fortune Trading 2009 All rights reserved
  • 24. the future ® Excel Fortune Trading 2009 All rights reserved
  • 25. GOOSEBERRY GLOBAL ROLL OUT UK - 2008 USA - 2009 Australia - 2009 South Africa - 2010 Japan - 2010 ®South America 2009 -All rights Excel Fortune Trading 2010 reserved