The document discusses ethical startups and provides advice for entrepreneurs looking to start an ethical business. It notes that millennials are willing to pay more for socially and environmentally responsible companies. However, ethical startups still face challenges, such as customers not wanting or being willing to pay for the startup's products or services. The document asks a series of questions for entrepreneurs to consider, such as understanding the problem they are solving, their unique value proposition, the existing competitive landscape, and how to distribute and market their solution. The overall message is that while starting an ethical company is worthwhile, entrepreneurs still need to address traditional business challenges to succeed.

1. Ethical
Startups
Ben Matthews
ben@montfort.io
@benrmatthews

2. So you’re an
Ethical Startup
?

3. 72% of millennials in the UK
are willing to pay more for
products from companies
committed to positive social
and environmental impact.
Source: foodnavigator.com

4. When purchasing
food products,
8 in 10 shoppers
check the origin.
Source: newfoodmagazine.com

5. Being an
Ethical Startup
is not enough

6. Want to start an
ethical coffee
shop?

8. Want to start an
ethical fashion
range?

10. Why do
Ethical Startups
fail?

11. Source: CB Insights

12. People don’t want your
Ethical Startup
(right now)

13. People don’t want
to pay for your
Ethical Startup

14. These problems for your
Ethical Startup
are avoidable

15. Questions to
ask yourself

16. Who are your
customers?

17. Source: Harvard Business Review, 2006

18. Who are you and
why do you care?

19. A company is a great
story told again and
again until it’s real.

20. Do you deeply
understand the
problem
you’re solving?

22. Can you explain your
unique and compelling
value proposition?

23. We find the best makers
from women's groups
and bring them to you,
with a promise
of no sweatshops
& no photoshop.

26. Do you understand the
landscape of what’s out
there?

27. Source: Greylock Partners

28. Do you have some way
of distributing that
solution?

29. Source: Buffer

30. Why should a potential
customer care?

32. Why are you better than
the competition?

33. Source: Greylock PartnersSource: Greylock Partners

34. You can
do this!

35. There’s never been a
better time to be an
entrepreneur.

36. Start small.
Think BIG.

37. Have Fun.

41. Thank
You
Ben Matthews
ben@montfort.io
@benrmatthews