TAKING ETHICAL SHOPPING MAINSTREAM
Consumer decisions
vs. values
Most people prefer to buy products that avoid causing harm
But it’s hard to do this now without unacceptable changes to your lifestyle
Two years of
experiments
Our solution
Wherever you shop, the impact of a brand on the issues you care about is as clear and upfront as the product’s price and key features.
A large and growing market
40% of Australians feel conflicted when they don’t buy according to their values
Source: Mobium Group Living LOHAS III 2010
7M in Australia400M in OECD
Our users
• Early Adopters: “Strong Leaners” Women 22 – 35 interested in Fashion
• Stage 2: Remaining people among the 40%
• Stage 3: Other product categories• Stage 4: The UK (2016) & The US (2017)
A successful Crowdfunding campaign
•Good on You Mobile APP
•3 weeks
• 300+ pledges
•$20,000
Two sided market
USERS
Retailers
Like many successful
start-ups
Retailers’ digital
advertising Google Ads is (so far) more efficient than any other digital tool to reach customers who are interested in buying something
Retailers need to bring customers to their store at the lowest cost
Google for ethical fashion
With the App, a retailer can reach users• looking for their
product •near the store• interested in his
brand(s)• aligned with
brands values
Source of revenue
Retailers’ advertising
• Promoted listing• Special offers• Sales notifications
Competition
Competition Low Cost Variable Cost
Easy to do Targeted Location
based
Unique POD: targeting capabilities including style and ethical priorities
Our team
Gordon Renouf, CEO Head of Campaigns, CHOICE, Chair, Good Environmental Choice Australia
Fayçal Fassi , Development Director Founder, IziCap & WeOwe, Director of Customer Care, Wana Corp
Ali MirsadeghiCTO
Bethany NobleCMO
Will FarrierComms and Admin
Celine MassaCommunity Manager & Projects
Why muru-D
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