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