This is the presentation we gave Friends of the Earth UK to pitch for a place in their new start-up in residence program. It is structured according to the template provided by Friends of the Earth UK: problem, desired long-term state, solution, evidence, desired state at the end of residence, team, fit with Friends of the Earth UK.

1. Start-up in Residence Program
If You Want To pitch to the Judging Panel. London, February 15th, 2017

2. We have made it our mission to
use the web to support
sustainable behavioural change
At Cleanweb

3. Offer & demand do not meet
3,596
Number of green apps, websites, devices
identified (at February 10th, 2017)
Estimated percentage of UK population actively
seeking more sustainable lifestyles (multiple sources)
30%

4. Multiple paths to sustainable living
fix things build green
reduce waste use renewables
share carsgenerate solar
grow organic
drive EVs
reuse items
ride bikes
save energy
borrow clothes
test air quality

5. IYWTo is collective intelligence
/directory
+3,500
projects
/community
forum
launching
soon
+500
followers
+100
followers
+300
followers
iywto.com
50 users/day
+250 membersextensions
/newsletter
+300
readers

6. The community is growing organically
Dec 12, 2016 - Feb 8, 2017Audience Overview
Language Sessions % Sessions
1. en-us 1,383 41.80%
2. en-gb 1,257 37.99%
3. it-it 186 5.62%
4. it 155 4.68%
5. en-au 84 2.54%
6. (not set) 36 1.09%
7. de 22 0.66%
8. c 20 0.60%
9. nl 18 0.54%
10. fr 17 0.51%
Overview
Users Pageviews
Dec 15 Dec 22 Dec 29 Jan 5 Jan 12 Jan 19 Jan 26
500500500
1,0001,0001,000
2,5002,5002,500
5,0005,0005,000
Sessions
3,309
Users
2,006
Pageviews
12,328
Pages / Session
3.73
Avg. Session Duration
00:04:32
Bounce Rate
36.51%
% New Sessions
58.87%
New Visitor Returning Visitor
41.1%
58.9%
© 2017 Google
All Users
100.00% Sessions
iywto.com
IYWTo GO TO REPORT
Dec 12, 2016 - Feb 8, 2017Location
Country
Rows 1 - 10 of 64
Map Overlay
Summary
Acquisition Behavior Conversions
Sessions
% New
Sessions
New
Users
Bounce
Rate
Pages /
Session
Avg. Session
Duration
Goal Conversion
Rate
Goal
Completions
Goal
Value
3,309
% of Total:
100.00%
(3,309)
58.90%
Avg for View:
58.87%
(0.05%)
1,949
% of
Total:
100.05%
(1,948)
36.51%
Avg for
View:
36.51%
(0.00%)
3.73
Avg for View:
3.73
(0.00%)
00:04:32
Avg for View:
00:04:32
(0.00%)
0.00%
Avg for View:
0.00%
(0.00%)
0
% of Total:
0.00%
(0)
$0.00
% of Total:
0.00%
($0.00)
1. United Kingdom 1,443
(43.61%)
65.70% 948
(48.64%)
33.82% 3.76 00:03:39 0.00% 0
(0.00%)
$0.00
(0.00%)
2. Italy 596
(18.01%)
39.43% 235
(12.06%)
31.54% 4.43 00:07:12 0.00% 0
(0.00%)
$0.00
(0.00%)
3. India 293
(8.85%)
13.99% 41
(2.10%)
22.18% 5.74 00:10:49 0.00% 0
(0.00%)
$0.00
(0.00%)
4. United States
253
(7.65%) 90.12%
228
(11.70%) 64.43% 1.93 00:00:38 0.00%
0
(0.00%)
$0.00
(0.00%)
5. Australia 205
(6.20%)
71.71% 147
(7.54%)
43.41% 2.61 00:01:57 0.00% 0
(0.00%)
$0.00
(0.00%)
6. Switzerland 98
(2.96%)
22.45% 22
(1.13%)
30.61% 4.10 00:04:39 0.00% 0
(0.00%)
$0.00
(0.00%)
7. Germany 37
(1.12%)
81.08% 30
(1.54%)
35.14% 3.89 00:03:49 0.00% 0
(0.00%)
$0.00
(0.00%)
8. Ireland 36
(1.09%)
75.00% 27
(1.39%)
27.78% 3.31 00:02:27 0.00% 0
(0.00%)
$0.00
(0.00%)
9. Canada 35
(1.06%)
82.86% 29
(1.49%)
40.00% 2.80 00:01:52 0.00% 0
(0.00%)
$0.00
(0.00%)
10. France 32
(0.97%)
78.12% 25
(1.28%)
37.50% 2.47 00:01:33 0.00% 0
(0.00%)
$0.00
(0.00%)
111 1,4431,4431,443
All Users
100.00% Sessions
iywto.com
IYWTo GO TO REPORT

7. What people say about IYWTo
I like the ‘action’ oriented ethos behind If You Want To, it fits my ‘get out there
and do something’ attitude - Neil
I am someone who actively reads and leaves reviews and I would definitely do
this here. Also because I really see the potential of If You Want To to generate a
community at a very local level - Elena
I have changed a lot of my habits like giving up meat, buying less stuff, flying
less, cycling but I never know how much impact I am having - Hannah

8. Our Awards and Media coverage
UK Finals, 2016

9. We are team of digital experts passionate
about the environment
Project Lead
Community Facilitators
CTO, Launchyard
Brand & Experience Design
Research, Comms
Partnerships, Funding
Editor
Editor

10. We get to the next level of maturity
IYWTo starts generating revenue IYWTo has a governance framework in place

11. We can’t do it alone
The residence at FoE provides the best environment we can
think of to learn, exchange, connect and collaborate with
people who share our passion and goal.
There are three challenges we are particularly keen to work
on during the residence:
1. run campaigns to generate awareness and engagement
2. assess the impact of green services
3. make sense of the behavioural data collected on IYWTo

12. Any questions?
Thank you!
Francesco Cara, Head of Product If You Want To
francesco@iywto.com @iywt0