Earth Loans is developing a fiat lending and tokenized investing platform for geothermal heating and cooling, starting in NY State. Consumers can expect to save 20-50% on their monthly heating bill while providing a return to investors around the world of about 4% and permanently eliminating five tons of CO2 emissions per home per year.

1. © 2019 Earth Loans, Inc.
Executive Summary
Earth Loans®
Financing the Geothermal Revolution
QUICK FACTS:
Stage: Concept, Seeking Advisors &
$250k Seed Capital
Use of Funds: Legal, web,
marketing, personnel
Management:
Joe McHugh, Founder
Management Background
Babson MBA, USMC Logistics Officer,
Investment Advisor, Loan Officer
Industry: Impact Finance:
Renewable Heating & Cooling
Business: Green Lender
Technology Advisors
Michael Shea, The Dingle Group
Ecology Advisors
Alyson McHugh, Ecology Lead
Geothermal Advisors:
Jens Ponikau, Buffalo Geothermal
A.J. Heiligman, ACES-Energy
Ted Kantrowitz, Can. GeoExchange
Peter Tavino, Litchfield Geothermal
Kyle Thomas, Natural Systems Eng.
Trademarks: Earth Loans®
Law Firm: TBD
Clients: Homeowners, contractors &
impact investors
Geothermal Partner Installers:
ACES-Energy
Buffalo Geothermal
Halco Energy
GeoTherm
Moravec Geothermal
Natural Systems Engineering
Verdae
Geothermal Drillers:
Van Hee Heating Service, Inc.
CONTACT INFORMATION:
Phone: (586) 243-5797
Email: joe.mchugh@earth.loans
Website: earth.loans
Summary:
Earth Loans® is teaming with the top players in
the geothermal heating and cooling industry,
including 95% of the New York State market, to
eliminate the up-front and high monthly carrying
cost barriers to rapid market growth with our
fast, affordable, 100% financing over 20 years,
extended warranty included. Our loan program
enables the homeowner to own their heating
and cooling, be payment-free in retirement, and
stop polluting in the process – all for about the
same cost as their current utility bill. Our
automated loan approval and funding process
provides a seamless experience online, at the
door, or by phone. By partnering with qualified
geothermal contractors, we ensure a quality
assured product, process and financing
experience. We are a mission-driven, veteran-
owned, Delaware B-Corp that aligns consumer
behavior with Mother Nature – and we’re
seeking geothermal partners to join the team.
Problem:
Current geothermal financing programs fail to
match monthly carrying cost with current utility
bills and fall short of setting product and
process quality control standards.
Extended-term financing requires quality
control standards to ensure that the product
performs to expectations throughout the term of
the loan. NYSERDA’s Geothermal Incentive
Program sets the quality baseline for New York
State, which trusted installers follow in their
design, installation and support services to
ensure the performance of our loan customer’s
geothermal heating and cooling systems.
Through our qualified contractor partnerships,
product performance risk is reduced to a
manageable, warrantied, insurable level. This
opens the door for extended term financing
based on borrower credit risk. In order to
reduce customer adoption barriers, loan terms
must enable pricing parity for geothermal and
their current fossil fuel system. Terms of 5, 10
and even 15 years are too short and result in
higher monthly payments for geothermal when
compared to fuel oil and propane systems.
Opportunity:
In New York State alone, over 3 million homes
use fuel oil, propane, or electricity. Western
New York accounts for 600,000 homes, over
half of which uses fuel oil or propane,
accounting for a $12B serviceable obtainable
market and $600M in loan origination fees at
5% per loan of $20,000. Fund / note investors
can expect a 4-5% target yield over 20 years.
Strategy:
Our partner channel distribution strategy
minimizes loan acquisition costs while
strengthening our relationship with existing
developers who lack viable financing. We will
provide online and offline direct marketing
support for our partners at a fee for renewable
home heating, cooling, power and storage. Our
marketing will include community information
meetings, lawn signs, utility-channel mail and
email, targeted Facebook advertisements,
instant online loan approval using utility
payment history as credit verification, and on-
site appraisal for our Grid Freedom™ loan
package. We will offer affordable 100%
financing over 20 years in order to meet or beat
customer’s heating bills.
Market:
The total addressable market for geothermal
home heating in the United States reaches into
the trillions of dollars. The New England area
accounts for the majority of fuel oil heated
homes – a $120B market segment. New York’s
3M fuel oil homes amount to a $60B
serviceable addressable market worth $3B in
loan origination fees at 5% per $20,000 loan.
Presently, geothermal installation run rate in
New York is just $15M per year with residential
retrofit comprising 33%. Our survey data
projects immediate growth of 40% with 20-year
term financing. In addition, electricity-only utility
customers form a natural opportunity.
Operations:
Growing the market is a three-phased
operation. Phase 1: Raise loanable funds via
Reg A+ crypto offering and partner with
contractors to secure geothermal loans. Once
business processes are ready for scaling with
quality product, process and sales procedures
ensured, Phase 2 begins. Online and offline
direct marketing becomes our primary channel.
Our technology and finance team will ensure
that our online loan funding platform speeds
adoption and approval. In Phase 3, we explore
opportunities to improve drilling costs and
logistics in order to drive down installation cost
and expand the market opportunity. As we
streamline our processes, we will grow our
funding capacity and gradually expand to other
service areas with installer capacity.

2. © 2019 Earth Loans, Inc.
About the Founder
Joe McHugh is a Marine Corps veteran, natural problem solver, leader, team builder, award-winning salesperson, and two-time
candidate for State Representative with endorsements from both the Detroit News and Detroit Free Press. His mission is to align
consumer behavior with Mother Nature, and to do so while demonstrating that going green is more profitable than the status quo.
He is a graduate of Michigan State’s James Madison College and Babson’s top-rated entrepreneurship MBA program, a dedicated
Detroit Lions fan, and a Detroiter at heart. Most of all, Joe wants to facilitate and expedite the transition to a resource-efficient
society, to do so at a profit for the consumer, investor and planet, and to drive value for the middle and working class. We’re only as
strong as our weakest link. It is in our best interest to act in the interest of all living beings.
About the Team
Candidates have been identified for Operations and Technology and Information Management. We’ll bring on qualified candidates
with funding and a proven pilot.