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The GreenWatcher

Early Stage Startup





Tagline

Assess your company's eco-sustainability and promote in a few clicks!

Video

vimeo.com/155942851

Elevator Pitch

Eco-friendly offer is growing, becoming increasingly chaotic. In EU over 300M people are eco-friendly customers, and over 5M of SMEs offer green products and services. But: for companies a single criteria to identify ecosustainability is missing; existing certifications are slow and expensive; they have problems in identifying the market to which offer green. At the same time for consumers: a single directory to select green companies is missing; it is impossible to compare green offer.
Our cross-platform web application gives retail companies tools for measuring their environmental performance and promoting among customers looking for green, while improving their eco-sustainability. At the same time we give consumers tools to choose according to eco-sustainability criteria between thousands of green activities mapped in all the world.

Product

FOR COMPANIES: We sell year-long subscription plans, featuring different levels of services: Basic, Medium e Pro. Our subscription plans are dedicated to all retail businesses (Small and medium eco-friendly businesses needing an effective green marketing tool and an easy, low-cost system for environmental performance measurement.): shops, restaurants, hotels and b&b, clubs, bars, gyms, artisan businesses, offices, etc. With our subscriptions companies access to: 1- EcoAssessment, the self service online tool that scientifically measures eco-sustainability of companies. The result is given as an EcoScore from 1 to 10, based on energy consumption, use of materials and waste management, and emissions linked to the logistic. 2- The Certificate of eco-sustainability: to be shown to the public as a green activity. 3- The GreenWatcher App: the complete solution designed for green companies to manage discount and special offer campaigns dedicated to eco-friendly customers.
FOR CONSUMERS: EcoOpinion is our tool to make people understand what eco-sustainability is, and to spread it creating a map of green activities that grows thanks to people's reviews. The platform represents a vertical directory for eco-sustainability, which allows people to compare eco-friendly companies in all retail segments: from hotels and accommodations to restaurants and shops.


Why we are ecofriendly

The GreenWatcher offers an innovative service that:
1- consolidates environmental sustainability as a key criteria for choice of places where to buy and consume
2-provides retail companies with an effective marketing tool. The platform is based on a scientific system to demonstrate sustainability, developed in a previous research phase with University of Florence and Tuscany Region to reach the goals of European Environmental Action Plan for sustainable production and consumption. We are a team of sustainability researchers and designers. We have carried out studies and calculations for many years. Then we decided to do something new with the results of our ventures: promote them to as many companies and people as possible, creating tools for a new eco-sustainability: fast, engaging, clear. What we most love in the project is the idea of democratization of the results of a scientific research, given to a lot of people to improve eco-sustainability of the places we all live in.


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Version History

2016-03-15 11:24:29 - changed economic-impact to 'As said, The GreenWatcher's EcoAssessement gives companies clear results to improve their environmental performance....'

2016-03-15 11:17:16 - changed economic-impact to 'The conversion, even through low investment, from a traditional shop to a green ones, can save up to 30% of...'

2016-03-15 11:16:48 - changed economic-impact to 'The conversion, even through low investment, from a traditional shop to a green ones, can save up to 30% of...'

2016-03-15 11:12:47 - changed tags to 'green retail, eco-sustainability assessment, smart city, eco-friendly purchases, eco-firendly customers'

2016-03-15 11:12:43 - changed tags to 'green retail, eco-sustainability assessment, smart city, eco-friendly purchases, eco-firendly customers'



Website


Revenues

2015:
20000€



Grants Raised

75.000 €

Employees

3


Customers

The society has been founded in may, 2015; we had first revenues in september 2015; total revenues for 2015: about 20.000€. We have more than 5000 green businesses listed in our network, the 2.0% of them have bought a subscription. 60.000 page views (+60% month) 10.000 unique visitors (+50% month) 13.000 sessions (+60% month) 5.000 non-business registered users (+20% month).
We evaluate the size of the market taking into account small and medium eco-friendly businesses whose spaces are open to public (shops, artisan businesses, offices, hotels, restaurants, etc) needing an effective green marketing tool and an easy, low-cost system for environmental performance measurement. At the moment we only address European market, where targeted enterprises are about 65% of EU eco-friendly SMEs, i.e. About 3 M.

Enviromental Impact

In Europe every year retail sector is responsible of the 10% of CO2 emitted by wheel transportation; of the 7% of non-mineral waste; of the 13% of energetic consumption. With over 1 billion of transactions every day, it is the main link between consumers and production of eco-friendly products. Our project brings environmental results in the improvement of urban ecosystems where citizens/consumers/users of The GreenWatcher live.
This because: 1- The GreenWatcher gives companies an effective and speed (a few hours instead of months necessary to get a traditional label) service of environmental performance measurement, at a competitive price (a few €/$ per month instead of thousands €/$ every year). This service encourages many companies, especially the smaller ones, to scientifically approach eco-sustainability, and to be more aware about their environmental impact. 2- EcoAssessement gives to companies clear results for a precise improvement of environmental performance of the management. This will bring, also through an healthy competition between companies -that will be chosen by consumers because of their eco-friendlyness- to consumption reduction, choice of nearer suppliers, better waste management, with immediate effects on local ecosystem.

Economic Impact

As said, The GreenWatcher's EcoAssessement gives companies clear results to improve their environmental performance. The conversion, even through low investment, from a traditional shop to a green one, can bring to save up to 30% of consumption related to lighting, up to 15% of those related to climate control and up to 30% on waste taxes. In the retail sector, 78% of energy consumption are power consumption (50% for lighting and 28% for air conditioning). Reducing power consumption by 30% of 50 and 15% of 28 means savings 19% of total electricity consumption. Considering that Confcommercio-Ref Research Italian institute estimates an average cost for electricity of 4.635 €/trimester, a type store could save up to 3.500 €/year only on electricity. On the logistics side, companies can save up to 20% on their last mile supply chain choosing cargo bikes and other ecological delivery systems.

Social Impact

On the consumers' side, The GreenWatcher: 1- represents the directory to choose from thousands of green activities according to a sustainability criteria, stimulating the growth of eco-friendly economies into urban areas. 2- with the EcoOpinion tool gives people a critic knowledge instrument to evaluate the eco-sustainability of places they are in, enhancing people environmental awareness, transforming them from passive recipients of commercial marketing to active players of eco-sustainability.

Awards

Rewarded and funded by: Florence Chamber of Commerce, Lombardy Regional Government; Awarded as Startup for Milan Expo 2015;
Winner of Toscana Region SartApp Contest in september 2015
Aknowledgments:
Member of Stati Generali of Green Economy promoted by Ministry of Economic Developement and Ministry of Environment;
Official partner for eco-sustainability of MPI Italian Chapter
Suggested web application for Green Economy by Toscana Regional Government;
Best new App on App store in November, 2015
Company selected by UN and EU Switchmed Connect Program


Country of Origin

Italy

Founded

May, 2015

Twitter


Facebook


Team

Duccio Brunelli – CEO - Scientific project coordinator & Eco-sustainability expert.
Amina Mauro - VP Content & Operations - Operative coordinator & eco-sustainability specialist
Salvatore Covelli Technical supervisor & eco-sustainability specialist
Raffaella Signorini - VP Offer Development Digital marketing & consumer engagement expert.
Andrea Cinelli - VP Technology & Marketing eUsability and user-centered functional design expert
Deloitte Italy spa - Financial advisory
Sandra Giorgetti - Institutional account manager
Riccardo Briani - General account manager
Rudi Ulivi - Content manager
Martina Becucci - Marketing manager

Contact Person

Amina Mauro
mauro@thegreenwatcher.com

Headquarter

Via Gino Capponi 26, Firenze - Italy

Tags

green retail, eco-sustainability assessment, smart city, eco-friendly purchases, eco-firendly customers