good two presentation with bill
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goodtwo™Good Deal. Good Cause.℠
EFACTOR - Social Entrepreneurs Doing Good Business | 6.21.11
Bill Yucatonis, CEO
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Born from “Groupon”
CoupMe – New England deal-a-day site, formed July 2009
ROI challenges on shoestring budget
Market blew-up from a handful of competitors to hundreds overnight
Merchants like good customers. Period.
Need to find a way to differentiate that’s market-moving and meaningful
Need to find a way to reduce the negatives of running a Groupon-like business (i.e. sales force and list)
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•13+ Years VP/CMO-level marketer with international experience
•Domain expertise: BiddingForGood
•Early/co-Founder of four start-ups
Bill Yucatonis, CEO
•Managing Director of CastleRock, Inc 500/5000 recognized
•Global IT Timex; E-Business Carrier
•Adjunct Professor, UCONN
Khash Sarrafi, CTO
Kristen Elworthy, MKTG•Marketing and publicity consultant for high-tech with startup focus; Former Journalist
•Board Member and pro bono consultant for non profits
The Team
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GoodTwo is an online fundraising platform where nonprofits, community organizations and individuals raise money by rewarding their donors with deals from brands they love.
Brands get CustomersDonors get Deals
Causes get DonationsDonors feel Rewarded
Brands get Cause AssociationCauses get Donor Incentives
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Give and GetRaise Money by Rewarding Donors with Deals
BRANDS:Local, Regional and National deals from top brands.
DONORS:Gets a good deal, and supports their cause.
CAUSES:No up-front fee, choose deals, promote to donors, share profits.
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Good Deal. Good Cause.
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Target Market
RUN. WALK. RIDE. ‘ATHONS
Top 30 Run/Walk/Ride ‘athon events generate $1.62billion in 2010 through 11.3 million participants.
Event Participation Up. Funds Raised Down.
Average individual raises $146, down $1 per YoY
OTHER CAUSES
80k+ school PTO and PTA groups generate $2billion annually.
Animal Welfare and Environmental causes raise $6.5billion combined
Complimentary base of products and services that market to their supporters.
Charitable Giving is a $300 Billion Industry
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How it WorksAny size cause, in any sector can run a fundraiser.– individual racers, community groups, or clubs of any size.
Choose up to 3 Deals.
Dynamic Fundraiser Page.
Promote.
Register for Free.
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Business Model
50%
25%
25%
MerchantFundraiserGoodTwo
MERCHANT:Paid for each VoucherPromotional Budget
FUNDRAISER:Incremental DonationRewards Donor
GOODTWO:Deal AcquisitionProcessing and Platform
Revenue Share
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Run/Walk/Ride Model
Pan Mass Challenge5,100 Riders
Event Sponsors
Local and National Deals
Participants: 5,100
Average Revenue: $50
Average Deals Sold: 5-8
Cause Profit:
$255,000
Potential Impact
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Partnerships and Pipeline
CURRENT PARTNERSHIPS
KEY FUNDRAISER PROSPECTS
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Advantages to Fundraiser
Free, incremental and rewarding way to raise money towards fundraising goal.
Easy to implement: Choose deals and promote.
Deals sell themselves and reward donors, which helps the awkwardness and fatigue of just asking for money.
Deal-based (performance) marketing without the rigidity of a Groupon-like structure.
Direct cause association that boosts brand but hides negative discounter image
2010 Cone Cause Marketing Survey: 85% shaped brand, 41% purchased
Advantages to Merchant
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In Closing
Don’t underestimate the power of nonprofits and schools
Don’t disrespect the donor relationship
Don’t always think that being a good corporate citizen or having a cause-based model equals a loss of profits.