The original business plan for EcoSquid, which co-founder and CEO Benjamin Gordon co-presented at the Harvard Business School Business Plan Competition in 2010. EcoSquid became an ecommerce platform to help consumers resell and recycle their used electronic devices. EcoSquid has since been sold to uSell.

1. Copyright © 2009 by Fort Knox Recycling LLC
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means — electronic, mechanical, photocopying, recording or otherwise
— without the permission of BG Strategic Advisors.
A Centralized Consumer Electronic
Waste Collection Platform
April 2010

2. Page 2
EcoSquid:
Helping Consumers Solve the E-Waste Problem
Mission: To drive consumer trade-in and recycling of electronic
waste
Market Problem: Consumers currently recycle less than 20% of
electronic waste, which is growing at 14% (5x the rate of all other
waste streams), and represents a $10 billion market
Solution: To provide consumers with a web based aggregation
platform for all of the top trade-in and recycling programs,
resulting in an easier consumer experience and accelerated
adoption of these solutions
Why EcoSquid?: A team uniquely qualified to accomplish this goal,
with deep expertise in supply chain, electronics, and the internet

3. Page 3
The E-Waste Problem:
The Fastest-Growing Toxic Waste Stream in the World
Volumes of electronic waste are exploding, filling landfills and resulting
in dangerous health and environmental risks
• E-waste contains dangerous
carcinogens such as lead, mercury,
arsenic, and cadmium
• 80% of the world’s high tech trash
is exported to Asian countries
where laborers manually
disassemble products without
protective gear
• The majority of e-waste byproducts
end up in landfills, road sides, and
river beds
E-Waste: The Human Dimension

4. Page 4
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
1985 1990 1995 2000 2005 2010E
The E-Waste Market:
Over 17 Billion Pounds and Growing
U.S. Electronics Disposal and Storage – 1985 to 2010
(Pounds in millions)
• 17 billion pounds of e-waste
generated annually
• 14% annual historical growth and
8-10% expected growth for the
next several years
• Less than 20% is recycled
(consumers recycle less than 15%)
• Total e-waste market estimated at
$10 billion
E-Waste: The Economic Dimension
Source: United States Environmental Protection Agency and BGSA estimates.
762
3570
10202
13105
17581
Recycled
Landfilled
Stored/Reused
6661

5. Page 5
0%
20%
40%
60%
80%
100%
2000 2005 2010E
25%
41%
59%
The Key Driver of E-Waste Growth:
Consumer Portable Devices
Electronics Sales, in units
• Growing at 14.4% annually
• The fastest-growing source of e-
waste
• 160 million cell phones and 19
million laptops will end “first lives”
in 2010
• Close to 70% of these by weight will
be either stored or landfilled
• Top 5 trade-in sites each refurbish
less than 1 million units a year… but
are expected to grow 10x in 3 years
Consumer Portable Devices
Consumer portable device e-waste represents a big
problem, without a current full-scale solution
All other electronics
Laptops and cell phones
310 MM 395 MM 524 MM

6. Page 6
Consumer
Computers &
Peripherals
TVs / Screens
Mobile Phones
Others
Valuable
Independent trade
in programs
(online)
OEM sponsored
trade in (online)
Retailer sponsored
trade in (online or
drop off)
Non-Valuable
Retailer Sponsored
take back (physical
drop off)
OEM sponsored
take back (online)
Fee
Free
Municipalities
(physical drop off)
Non-Profits
(physical drop off)
The e-waste Landscape
The complexity of the e-waste landscape is a
key reason why most consumers do not trade
in or recycle their unwanted electronics

7. Page 7
Consumer
Computers &
Peripherals
TVs / Screens
Mobile Phones
Others
Valuable
Independent trade
in programs
(online)
OEM sponsored
trade in (online)
Retailer sponsored
trade in (online or
drop off)
Non-Valuable
Retailer Sponsored
take back (physical
drop off)
OEM sponsored
take back (online)
Fee
Free
Municipalities
(physical drop off)
Non-Profits
(physical drop off)
Take
Product
Info and
ZIP Code
Poll websites
and list best
offers
Find cheapest
and most
convenient
location
The EcoSquid Solution
EcoSquid simplifies the landscape by acting
as the one stop shop for all consumer
reselling and recycling needs

8. Page 8
EcoSquid Competitive Advantage
EcoSquid is well positioned as the only solution that aggregates and
simplifies all of the options in the market
• EcoSquid has the ability to aggregate both recycling and
reselling solutions onto a single easy-to-use platform
• EcoSquid provides simplified and objective information to
consumers
• EcoSquid does not process units on the back end, resulting In
low infrastructure and fixed costs
• EcoSquid has formed partnerships with the top reselling and
recycling programs on the web, enabling it to accept a higher
number of SKUs than any individual service provider

12. Page 12
EcoSquid Management Team
• CEO - Benjamin Gordon (HBS ‘00)
- Benjamin Gordon is founder and Managing Partner of BGSA, a leading investment banking
firm in the supply chain sector. Prior to BGSA, Ben founded 3PLex, the Internet solution
enabling third-party logistics companies to automate their business. Ben raised $28 million
from blue-chip investors including Morgan Stanley, Goldman Sachs, BancBoston Ventures,
CNF, and Ionian. 3PLex was sold to Maersk.
• President - Nik Raman (HBS ‘10)
- Nik Raman anticipates graduating from the Harvard Business School in May of 2010. While
at Harvard, he worked with FPL Group on its Corporate Development team, analyzing
venture capital investments in clean tech. Prior to Harvard, Nik was in IBM’s Sales and
Distribution group, where he managed two of IBM’s premier corporate accounts.
• CTO - Vijay Ganapathy
- Vijay Ganapathy is a Technical Manager and a Software Enterprise Architect with 12 years
of information technology and project management experience with key emphasis on web
application/web portal development. Prior to EcoSquid,Vijay worked with corporations
such as Bank of America and Verizon to implement large-scale, web-based systems.
• Advisory Board Members
- Dave Stubbs – former Senior Vice President of Kuehne + Nagel, a $4 billion technology-
focused logistics company
- Joe Morrow – former President of ReCellular, the world’s leading collector of used cell
phones
- Dick Metzler – former CEO of APL Logistics, and SVP at FedEx
EcoSquid has assembled an outstanding team drawing on competencies
in logistics, technology, and the green supply chain.