CarbonTicker.com

Executive Summary:

THE PROBLEM

Despite the multitude of Green - Clean - Carbon Footprint Reduction sites and services, individuals and companies find it next to impossible to define and reduce their carbon footprint. Web sites, services, and blogs in this space currently are plagued by the following issues:

1. The lack of an integrated Carbon Footprint calculation, reduction, and documentation tool

2. Very hard to obtain unbiased information for decision making

3. Politicization, resulting in singular viewpoints or services

4. The rapid evolution of this science, technology, and markets

These reflect the ferment and fragmentation typical of a field at the start of its exponential growth period, and the influence of the struggle between religious environmentalism pinning all the blame on mankind vs. the "show me" attitude most people exhibit.

THE SOLUTION / PRODUCT

We offer a practical approach that frames environmental issues as a challenge to achieve a new, sustainable global economy, at the highest standard of living. Supported by unbiased information, a free Carbon Savings Account, and numerous other tools through a "one-stop-shop" website, individuals, companies, and organizations will, for the first time, be able to:

- Set up and manage their free Carbon Savings Account
- Get unbiased information for decision making
- Build networks and beneficial alliances
- Minimize the time and effort to take action, and
- Document their progress for their own, regulatory, and marketing purposes
all in one place on CarbonTicker.com.

Our business model relies on:

A) Gathering and verifying large quantities of publicly available information as well as user generated blog and forum entries to create a store of knowledge easily mined/filtered for unbiased information. Consumers habitually seek out sites that provide unbiased information, as exemplified by Amazon (books), Zagat (restaurants), and TripAdvisor (travel).

B) Making it very easy to act on this information through a bank account like tool called "Carbon Savings Account," which also documents your progress for your own, as well as regulatory and marketing purposes.

C) Affiliate sales of carbon credits/offsets; green-clean fund and venture investments; and green-clean product sales, that automatically update the carbon footprint balance in your Carbon Savings Accounts.

VISITOR & REVENUE PROJECTIONS -- 5-year topline projections

http://www.milliondollarwebtv.com/carbonticker/CarbonTick...

Our visitor and member acquisition/retention program is both web and traditional media based. We will budget up to 80% of marketing funds for this purpose, resulting in:

- 9 million visits in Business Year #1 (2nd year of operations), growing to 36 million in Year #5

- Member conversion rate of 5-10%. Membership offers our free Carbon Savings Account

- Membership, consisting of a healthy mix of individuals, businesses, public and governmental organizations, as well as NGOs

Our revenue model encompasses four major revenue sources:

- Affiliate commissions from green-clean product sales
- Commission from facilitating the sale of carbon credits/offsets
- Custom mini-site/page additions and updates for clients
- Ad publishing

We anticipate break-even in Q1 of the second year of operation, after a one year site building and testing period (prototype, alpha, and beta builds).

We have already received an offer from Global Environmental Energy Corp. to:

1. Make a seed investment in Carbonticker.com

2. Provide access to very large volumes of carbon credits (CERS) through their network of CERS brokers, on a commission basis.

3. Contract with us to add custom sections / mini-sites for the regions and localities where their power plants, producing clean electric power and water from municipal waste, along with the accompanying carbon credits, will be located.

LARGE WORLDWIDE MARKETS

Our target audience is comprised of individuals defined as “hard-core green enthusiasts,” along with a much larger slice of the population now compelled to explore sustainable ways of living, as well as companies and organizations which must reduce their carbon footprint.

The visitor/member numbers forecast in our projections are based on these statistics. about the number of potential users in the U.S. from an article in the January 2008 issue of Internet Retailer magazine:

THERE ARE ABOUT 30 MILLION HARD-CORE GREEN ENTHUSIASTS IN THE U.S. ANOTHER 100 MILLION HAVE TAKEN SOME GREEN STEPS, INCLUDING ABOUT 50 MILLION WHO ARE INTERESTED IN FIGURING OUT HOW TO LIVE THEIR LIVES IN A SUSTAINABLE FASHION.

We estimate the global market to be about three times of this size, or about 200 million and prepared our visitor and revenue projections accordingly.

We plan to run constant, high volume and memorable marketing campaigns online and in other applicable channels, including a high profile celebrity spokesperson, which we think will be essential to differentiate us. Hence the very substantial amounts devoted to marketing in the business plan:

30% of funds / revenues in the first year, declining to 18% of total revenues by the 5th year.
COMPETITION

No current website or service addresses the carbon footprint reduction cycle in its entirety. Major media and press company sites, like the New York Times, Washington Post, Time, Newsweek, Fox News, Wall Street Journal, Forbes, Fortune, etc. have sections dedicated to Global Warming - Green -Clean News and Science stories. The best known/most visited government, environmental protection, or global warming related sites from the US EPA, NOAA, NSF, UNEP, World Bank, Carbon Fund, Nation Master, CARMA, TreeHugger from the Discovery Channel and numerous others provide data that has been found, from time to time, inconsistent or contradictory. There are a number of sites, such as Live Earth, TerraPass, Climate Friendly etc., that feature carbon footprint calculators for individuals with or without carbon offsets; only a few sites, zFacts and Poodwaddle offer carbon (CO2) clocks; and no direct way to buy carbon credits.

Current and potential competitors must tackle the same task we face in creating and managing a web service that inspires and enables millions of individuals, companies, and organizations to find and act on unbiased information; to engage in productive debate; to cooperate; to build their networks; to calculate and record their carbon footprint reduction activity; to invest in green funds, as well as to buy carbon credits and green/clean products, all in one easy to use place online.

We anticipate that sites, such as TreeHugger, MakeMeSustainable, and Live Earth may pose the biggest threat. However, our insistence on developing and providing unbiased information, expert in-house knowledge, and the environmental space's fragmentation gives us a significant advantage.

SITE DESIGN

* HOME * PAGE
Will show running total of the amount of carbon added to the ecosphere that affects global warming/climate change. (Like the electronic ticker-tape for the US national debt at Madison Garden, New York).

Simple design, like Google, will display:

1. Amount of carbon added today
2. Amount of carbon added this week (underneath large ticker, in smaller digits/text)
3. Amount of carbon added this month (underneath #2)
4. Amount of carbon added this year (underneath #3)
5. Amount of carbon added since 2000 (underneath #4)
6. Amount of carbon added since 1950 (underneath #5)
7. Amount of carbon added since 1900 (underneath #6)
8. Amount of carbon added since 1800 (underneath #7)
9. Amount of carbon added since 1000 (The Medieval Warming Period)
10. List data sources with links at bottom of page

* GET YOUR WIDGET * PAGE
Customize and download your free widget. Link back to your, or your company's Carbon Savings Account for instant review. Provided as a free service, viral marketing, and back-link building tool.

* YOUR CARBON SAVINGS ACCOUNT * SECTION
Calculates and keep tracks of your individual, group, company, or organinization's carbon footprint reduction activity. Also documents your progress for your own, as well as regulatory and marketing purposes.

* CARBONATED * BLOG
The place where the latest eco - carbon - climate news, articles, and op-ed pieces are featured, commented on, and debated, providing an easy means to filter out unbiased, actionable information.

* CARBONATED * NETWORK
Build a network and beneficial personal, professional, or business alliances to solve your eco-problems in the most effective way.

* ECO-TECH * SECTION
Read and see the latest eco-science, technology, and business news, articles, blogs, and multimedia presentations. Uncover best-of-breed solutions.

* ECO-INVESTING * SECTION
Invest in green - clean technology ventures, funds and companies. The value of the shares you buy will automatically accrue to your Carbon Savings Account.

* CARBON CREDITS & OFFSETS * SECTION
Buy credits from licensed brokers and offsets from other members and non-profit organizations. They will automatically accrue to your Carbon Savings Account.

* ECO-PRODUCTS & SERVICES * STORE
Find, compare, and buy green - clean products and services from the best vendors. Your purchases will automatically accrue to your Carbon Savings Account.

* LOCALIZED / MICRO SITES * FOR CLIENTS
Localized / micro sites built for each region (in the language of the region / country) where a green - clean energy project is planned or operated by a client, to show the benefits and carbon footprint reduction.

FOUNDERS

Steve Kingsley, Founder & President

Steve spent the last nine years at Newmedia Publishing as publisher and now co-publisher. In addition to managing the business, he has been involved in the production of Internet tv shows, web video ads, websites and blogs; music, audio and multimedia products, albums, CDs, and DVDs. He developed the CarbonTicker concept in 2007 together with Dr. Rao Kolluru, an internationally acclaimed environmental author, lecturer, and consultant. Steve started his first business, Applied Intelligence Labs in 1986 as an information systems consultancy. With core competencies in business management, information systems, and web development, as well as web marketing domain expertise, Steve is uniquely qualified to build and manage the CarbonTicker web site and its underlying business. He is a graduate of the Lubin School of Business, Pace University NY.


Rao Kolluru DrPH, MBA, Environmental Science and Business Advisor

Rao was educated in the East and the West, obtaining a doctorate in environmental and health sciences from Columbia University and a MBA from New York University. He has been writing, teaching, and consulting for more than three decades with major international corporations and governmental agencies in the United States, Japan, China, and India. His books:

* Environmental Strategies Handbook: A Guide to Effective Policies and Practices
* Risk Assessment and Management Handbook for Environmental, Health, and Safety Professionals

were published by McGraw-Hill in 1994 and 1996. Translated into Japanese, Chinese, Spanish, and other languages, they serve as texts and references worldwide.


Joe Spinella, CIO

Joe founded the Chestnut and Cedar Stock Report, an online financial advisory service, in 2004. Prior to that he was board member & CFO of Standard Automotive Corporation; CFO & Treasurer of the Terminal Marketing Company; VP of Financial Services & Controller at Copelco Capital; and Assistant VP at First Fidelity Bank. He has authored several investment books and published "Assets Securitizations: The Future is Now" with WG&L's Banking Outlook. Joe is both a CPA and MBA; he is also an adjunct accounting professor at Ramapo College, NJ.


June Marshall, Webmaster/Content Manager

June became one of the first webmasters at AT&T in 1995, where she also served as a Website Design Subject Matter Expert and led a design team that developed the AT&T Software Development Framework website. She joined Newmedia Publishing in 2001, first in editorial, then marketing, web site and content development capacities. With core competencies in content development and management, web design and site development, as well as web marketing domain expertise, June is truly well qualified to build and manage CarbonTicker’s web site. She has an MA degree from the University of Pittsburgh in English Literature, and a Masters certificate in Project Management from Stevens Institute of Technology.


Andy Debreceni, Administration and Operations

Andy worked in a variety of production management positions and in the National Institute of Science and Technology's Manufacturing Extension Program, as an in-house consultant, prior to joining Applied Intelligence Labs in 2000. Andy manages the administrative and financial functions of the company and its subsidiaries, including Newmedia Publishing. He will be functioning in the same capacity at CarbonTicker on an as-needed basis. Andy is a graduate of Columbia University NY, in Economics.