1. In Green We Trust
TM!
“In Green We Trust” revolutionizes plastics recycling by enabling a movement of people to
transform plastic trash into coins that have cash value using a home plastic recycling robot.
Eran Conforty – Founder and CEO
econforty@gmail.com
917-349-1695
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2. The Pain
50%of consumers say they care...BUT only 7%of plastic is recycled
Problem. Today, only 7% of the plastic consumed in America gets
recycled; 93% is wasted, ending up in landfills and polluting the
oceans. This is a problem and lost opportunity caused and exacerbated
by: (1) lack of density: plastic garbage is bulky, thus cumbersome to
Why?
transport; (2) non-universality: of the 7 different types of plastic, 3 are
not recycled at all, even if consumers try to recycle them; (3) non- not Currency … no real incentives
currency: used plastic is garbage that not only doesn’t earn money, it
can cost money to have it removed; (4) not at home: although plastic is
consumed at home, it is not processed into a valuable commodity there; not Onsite … inconvenient
(5) not exciting: “taking out the trash” is not exactly the highlight of
anyone’s day; and (6) anti-branding: plastic Coke bottles in landfill or
floating in the oceans does damage to that brand.
not Inclusive … not all plastic is recycled
The Facts
The Gaps
anti Name branding … junk
Americans throw the equivalent of
30M tons of plastic into our landfills
• Collection
Annually, covering the area of
not Exciting … plastic trash
NYC 65 feet deep, equal to
• Sorting
6 stories high
$25B/year wasted in Landfills
• Transport
not Dense … bulky to transport
Gap creates a PAIN for target consumers
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3. Our Solution
Develop a plastic recycling robot that shreds plastic trash, melts it and
converts it into a fungible plastic coin that has monetary value.
Solution. Our solution starts with a home machine for recycling used
plastic. The machine will output dense plastic coins that are fungible in
shape and size, but variable in color and texture. We believe this coin
will revolutionize plastic recycling, via its six Magical Attributes: (1)
density: one coin is X times more dense than the plastic from which it
was generated, making transport of the coins easy; (2) universal: coins
will be made by the machine from any and all types of plastic; (3)
currency: the coin will serve as “green” currency redeemable at
participating retailers; (4) home: the coin will be generated at the same
place that the plastic waste is produced – at home; (5) exciting: the
coins are delightful – fondle them yourselves; (6) branding: the coin
can be stamped with any branding that wants to associate its business
with “green”. Since 55% of consumers profess “sustainability”, yet
only 7% of plastic is recycled, we believe that in 48% of America, there
is a powerful latent demand for a solution like ours. Payback time for
the machine is expected to be between 3-6 months for the coins as
commodity, and v-w months for coins as currency (i.e. with retail
markup). This calculation is based on an expected machine price of
$200-$350, and 5 coins being generated per day.
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4. Business Model – how we make money
1
Consumer buys /
uses IGWT device
In major retailers
2
Users melt
recyclables into
plastic coins
with IGWT device
at home, office
3
Users redeem
coins at retailers,
to magnify value,
in exchange for $$
& coupons value
Business Model. Consumers will take the universal mixed plastic dense coins they generate at
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IGWT owns & home to participating retailers, like Whole Foods and Wal-Mart, and use the coins as currency.
resells plastic
Retailers like this are already making a huge green push and will be paying $0.20 a coin for use
of the money in their location. Our solution plays directly into their strategic interests. From the
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IGWT revenue retailers, processors will pick up the coins and transport them to processing centers. Processors
shares with like Waste Management and Coca Cola (branding opportunity for the coins) already have trucks
philanthropies
for picking up the dense coins, and a strong green business strategy. Our solution plays right into
their operations and strategy. We believe that we will be able earn revenue on the coin
transactions in two ways. First, we believe the retailers will agree to pay us a percentage of the
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Consumers and currency value of the coins. Second, we believe the processors will pay us a percentage of the
partners build a commodity value of the coins. We anticipate sharing a portion of our profits with non-profit green
social movement
concerns. We will also have a strong Facebook presence to capture the excitement of our
consumer community.
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5. Functional prototype developed
Our Technology
þ
Technology. We have developed a functional prototype for the home machine, and have filed patents on key
aspects of the business. The prototype machine has proven to be a family favorite, with everyone in our extended
families now saving every scrap of plastic to feed into the machine. The coins are delightful. Next step is to build
a “minimal viable product”. In this business, even the MVP will need to be professionally designed, if not fully
functional. New Deal Design has been instrumental in the early planning for the MVP.
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6. Marketing and Sales Strategy
Marketing. Once the MVP has been developed, and a few copies made, we will run a pilot market program. In this program,
these machines will be installed in a few homes, and the people will take their coins to the checkout stands of one or two test
retailers. This pilot market program will teach us much about our six Magical Attributes – i.e. what works well? what doesn’t? We
also believe that when people redeem our coins at a public checkout line, viral marketing will ensue. We will need to capture the
growing excitement on Facebook and YouTube. During the market test we will be reaching out to OEM to partner up with. And
manufacture the machine. We are not planning on making a profit on the machine and will focus instead on making money on the
plastic output and our marketing partnerships.
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7. Competition
Competition. Over the past
ten years, a number of
businesses have tried to crack
the plastics recycling nut.
These businesses include
RecycleBank, Terracycle,
Greenopolis, and
RecycleTech. Given the
current 7% rate of plastic
recycling, it would seem fair
to say none has cracked this
tough nut. Why? We would
argue that the reasons have to
do with the six Magical
attributes of our coin. All of
these companies fall short on
at least four of these crucial
attributes.
!
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8. Team
Founder and CEO
Advisors
Gadi Amit
Peter Savich
President, New Deal Design
IP, entrepreneur
Craig Samuel
Ed Serrill
Social entrepreneur, C-level TrialPay Bus Dev &
exec at Fortune 500, VC
Marketing, VC
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9. Sales
IGWT makes money from
5 year addressable market
reselling commodity plastic in
coins, advertising, not selling
Machine /
machines
$M
households (M)
Coins (B)
TAM
60
150
IGWT shares portion of gross
2,000
Net
SAM
20
50
revenue with retailer (30 - 40%)
SOM
5
10+
revenue
1,500
Gross margin is 80%+
Each unit generates ~$50 - 60+
EBITDA
value per year (15 lbs / month *
1,000
International
$0.6 /lb net * 40%)
Advertising revenue is
500
Cash flow
incremental to what is modeled
positive
Get to SOM in 5 years – 5%
0
penetration, 10% penetration in
2013
2014
2015
2016
2017
2018
2019
2020
2012
7 years – analog adoption curve
-500
Self-funding after ~60k
machines, by 2015
Installed units M (avg)
-
0.01
0.07
0.5
1.5
Capital intensity of build-out
Value per unit / year
-
50
50
60
60
managed through partnering
with machine mfg and retailers
IGWT coin rev ($M)
-
0.5
3.5
30
90
US could be $500M+ EBITDA,
Run rate cost ($M)
1
2
3
8
20
with Global $1B+ EBITDA
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10. Financing
Seeking $550K to complete “learn & validate”
$25K invested up to this point – self funded!
Q2 '13 – Q1‘14
Q2’14 – Q4'14
Q1'15– Q3'15
2016
2016/ 2017
Trash to coin – home recycle machine
Prototype &
Develop & Initial launch
Coin to cash
Full-scale launch
Pilot
Commercialize
$0.55M
$2.5M
$2M
$3M
$5M
Prototypes
$0.40M
Development
$1.5M
Management
$1.5M
Development
$2M
Development
$2M
IP
$0.05M
Online / FB
$0.2M
Working cap
$0.4M
50 machines
$1M
Management
$2.5M
Management
$0.1M
Management
$0.8M
Donation $0.1M
Working cap
$0.5M
Design professional Full development for Partner with machine Develop coin to cash Develop multiple trash
prototype
50k unit launch
manufacturer
machine
to coin machines at
varying price points
Execute initial market Partner with Launch in ~100 stores
Put 50 machines in
test with 10 users
manufacturer & retail
initial stores as test, Partner with major
Create initial buzz / PR with IGWT funding
retailer, CPG to
Build online presence: through donating 500 increase value of coins
Website / Facebook
machines to schools
Get to 50k+ installed
Business development Collect coins and re- base – self-sustaining
with retail and partners
sell with partners
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11. Sustainability
1. We will incorporate Life cycle analysis and carbon credits
on all stages of manufacturing and distribution.
2. Partner with manufactures and distribution channels that
have a carbon reduction process in place: Walmart, Waste
management, Whole Foods, etc.
3. Design Robots to use recycled materials in their
components as much as possible.
4. Design Robots to be Energy efficient and apply for Energy
star certification.
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12. Mission
In Green We Trust is about empowering consumers and partners to be personally
involved in increasing the recycling levels around the World.
Together, we will create significant and lasting improvements for our environment,
and incremental value for consumers and partners.
We promise to enroll our communities to participate in the solution and benefit from recycling,
while making it easy and fun.
We are undertaking a movement that will have a long-term positive impact for future generations.
If we win…
Winning the $50k prize will enable us to develop a 3D design
prototype and animation for marketing purposes and focus groups.
The rest of the money will be invested in business development activities
to enroll potential business partners to join us and help secure
the $500k needed to develop 10 robots and conduct the market test.
!
Thank you!
We applaud you for your leadership and dedication to this
important cause and thank you for taking the time to review and
consider our proposal.
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