The document outlines the Ecople app, designed to promote sustainable living through an engaging and user-friendly platform. It includes features like real-time carbon footprint tracking, community engagement, and personalized activity suggestions to enhance user participation. The goal is to build a sustainable lifestyle community while addressing the challenges and misconceptions surrounding sustainable practices.

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Creating ripples,
Making waves
Ecople Strategy & Recommendations
June 2021

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Meet Rosemary and her son, Vince
1
“Why is maintaining a
sustainable lifestyle
much costlier and
inconvenient?”
“I do what I can to play
my part, but honestly, I
don’t know how much
impact I’m making.”
3
2
“I’m not sure what
other ways I can
further reduce my
carbon footprint.”
21, University Student
43, Working Mum
Outside of my busy academic life, I actively
participate in activities that make my future a
better place. I want more impactful ways for me to
contribute to a sustainable living.
I want my family to adopt a sustainable lifestyle
but sustainable choices seem more expensive and
less convenient. I’m not sure if my small actions
contribute towards the larger scale of things.

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Concept Vision
• The advent of EcoCity where the future is in our hands
Tangibility
Awareness Convenience
“How might we engage our users
through a fun, meaningful and
functional experience in leading a
sustainable lifestyle?”

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Ecople
Reimagined.
Sustainability meets fun
1
2
3
Biometric easy login.
Away impact notifications.
4
Daily progress tracker.
Main habitat interface.
Key Features:
• Dashboard - Location, Weather, Points
• Real-time Carbon Footprint Tracker
• Quick Navigation
• Interactive Habitat
• Instrumental Background Music
Pre-entry notifications.

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Measurable impact by habits
1
2
3
Always informed about
your ripple of impact.
Activities are suggested
according to user profile.
4
Slide to log tasks. Swipe
to complete tasks.
Simple interface to
accommodate activities
and challenges.
Ecople
Reimagined.

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The knowledge in your hands
1
2
3
Learn about sustainability
within the app.
Curated content aligned to
the Singapore Green Plan.
4
Attain shared understanding
in going carbon neutral.
Participate in community
events through tribes.
Ecople
Reimagined.

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Making data-informed choices
1
2
3
Scan your grocery receipt
to assess impact on your
carbon footprint.
Sustainability checklist as
your shopping companion.
Eco-choice aggregator.
Ecople
Reimagined.

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Small actions, deep impact
1
2
3
Go carbon neutral with
our climate projects.
Earn ripple points while at it.
4
Progress together as one
united community.
Propose your own
Climate Project.
Ecople
Reimagined.

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Seamless integration
Voice control for
task logging
Press & hold
to log tasks
Home screen
widget

10. 10
Driving Awareness, Pushing Adoption, Increasing Stickiness
Word of Mouth
- Green Ambassador
- Referral Rewards
Community Building
- User Networking
- Forums Interaction
SEO
- Paid Ads
Internal Corp Partners
- Olam Stakeholders
NGO Partners
- Talks and Workshops
- Case Competition
UI/UX Redesign
- Fun Element
Incorporation
- Modern Look
- Easy Navigation
Influencer
- KOL Engagement
Educational Partners
- Eco Stewardship
External Corp Partners
- EZ-Link Integration
- Sharing Bike API
Early Adopter
- Promotion on Adoption
- Testimonials
Omni Channel
Campaigns
Rewards
- Incentive Scheme
- Rewards Exchange
PR
- Media & Press
- Influencer Engagement
Awareness
Adoption
Stickiness
Promotions Better UX/UI Partnerships
Roadmap for Landing
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Stages & Enablers

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Unique Positioning for Ecople
Emerge as Sustainable
Lifestyle Platform App
• Anchor Tenant
Partnerships with
Government
• Corporate ESG
Partnerships
• Merchant Partnerships
to reach to Individuals
• Early Mover Advantage
Potential for new
business model
• Worthy cause to solve
the climate problem
• Enhance Ecople
Group’s image and
long-term value
• Market potential
growth at 20% CAGR
Attain carbon neutral
status nationwide
• Being a sustainable and
self-sufficient nation
will enhance the
economy
• A resilient future for
nation, its resources
and its people
• Momentum is swinging
towards sustainability
GROUP

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Are you an Advocate yet?

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Appendices

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Appendices – User Stories
User stories generated for sprints in Q1
As a user, I want a fun and
immersive experience so that I can
remain engaged and committed to
leading a sustainable lifestyle.
As a user, I want a hassle-free way
to log my daily activities so that I
can spend my time on more
meaningful content in the app.
As a user, I want to see the impact
of my actions against others in the
same location so that I can feel a
sense of achievement.
As a user, I want a simple way to
scan my grocery list so that I can
review my carbon footprint before
my next purchase.
As a user, I want a simple way to
access if my purchases are
sustainable so that I can make
better buying decisions.
As a user, I want to interact with
like-minded people interested in
the same topics as me so that I am
motivated to do more.
As a user, I want a curated,
trustworthy list of content on
sustainable living so that I can
understand how I can contribute
more towards this cause.
As a user, I want to understand the
what impact can habits have on a
large scale so I can be an advocate
for this cause.
As a user, I want to options in
contributing to offset my carbon
footprint so that I can do more
when I have the means.

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Appendices – App Introduction
App features summary

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Appendices – Carbon Footprint Onboarding
Carbon Footprint Onboarding

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Appendices – Ecople Kids Version
Polar Bear Mascot as an AI-Powered Tutorial Guide & Chatbot Icon
Abe the Polar Bear
Ecople Kids Ambassador
• Mascot
• App tutorial guide
• Chatbot
• Companion

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Appendices – Audience Research
Source: The Straits Times, Dec 2019
”More in Singapore aware of climate change, and willing to bear costs and inconvenience to safeguard planet: Survey”

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Appendices – Target Reach
*Survey by
National Climate
Change
Secretariat in
2019
Target users in 6 months
Market Sizing of
Singapore’s 5.7
million population
Note(s):
Singapore;
June 2020;
1,003
respondents,
Source(s):
Rakuten
Insight; DIA
brands; ID
1208384 0.6% 3.89%
34.93%
50.1%
10.48%
0%
10%
20%
30%
40%
50%
60%
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Share
of
respondents
Share of consumers who preferred brands that were
socially-conscious and functional in Singapore
Number of latent and ‘live’ Eco warriors are on
the rise and an app like Adva can have a wider
reach base on our recommendation.
Momentum is strong
10k in 3 months
50k in 6 months
Reasons to Believe Start from home
initiative:
Reach out to 40k Olam
employees to adopt app
At least
10x

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Appendices – Projected Marketing Costs
First 6 Months
# Reach Conversion # Users Cost
SEO & PR
- Paid Ads 200,000 0.125% 2,500 10,000
- Media & Press 500,000 0.2% 1,000 25,000
- Influencer Engagement 100,000 2.5% 2,500 20,000
Moni Campaign
- Channel Campaigns - - - -
Rewards
- Incentive Scheme 100,000 0.5% 500 5,000
Word of Mouth
- Ambassador Program 10,000 5% 500 10,000
Community Building
- Networking 2,000 10% 200 10,000
Partnership
- Educational Workshop 5,000 10% 500 15,000
Total 7,700 95,000
Acquisition Cost Per User = SGD 12.33

21. Appendices – Resources Required
Short term
1. Content strategist
• Generate weekly sustainability related contents for users
2. Business development on partnerships – public sector, corporate
• Network and seek partnerships with public sectors and corporate companies
Long term
1. AI programmer
• To program AI to recognise images to remove manual data entry
• To recommend resources to users base on their preferences
2. Data Scientist
• To analyse data gather from the app for the following purpose
• Image recognition for automated data entry
• Manage data accumulated by users
3. Machine learning expert
• To study user’s preferences, likes and dislikes
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Appendices – Singapore Green Plan 2030
Source: Singapore Green Plan