Green Dot Delivery, Inc.Last Modification: 6-18-10

PO BOX 2236, Venice, CA 90291 (310) 591-9707 GreenDotDelivery@Gmail.com

( Section, Page )

The Gist, ThreeThe Business Model, FourThe Marketing Plan, Five

The Operation, SixThe Game, Seven

Possible Expansion, EightVisuals, Nine

Green Dot Delivery, IncCopyright 2011. All Rights Reserved.

The Gist.At a glance...

Asking Price: $290,000(10% of $2.9M Valuation)Begin Date: Aug. 1, 2011

BusinessGreen Dot Delivery Inc

will deliver the finest goods from Trader Joes and Whole Foods using an electric fleet of vehicles. Orders are placed over the web and iOS/Android apps.

MarketingIn one year, every

household on the westside will house a Green Dot mesh bag. Over 50% of orders in the first year will be complimentary with the hope of word-of-mouth advertising.

Competition & MarketplaceOver 50% of Westside

residents are carless. For some, groceries are the only need for a vehicle. Green Dot clients will save money on car-related expenses and play a role in saving the environment.

PersonnelWith over 15 years of

combined start-up experience, web 2.0 entrepreneurs Sean Ganser and Simon George have teamed up to make Green Dot a reality.

OperationsMonth 1 MarketingMonth 2 90% promotion orders, 500+ ordersMonth 3 80% promotion orders, 900+ ordersMonth 4 70% promotion orders, 1,500+ ordersMonth 5 60% promotion orders, 3,000+ ordersMonth 6 70% promotion orders, 3,500+ ordersMonth 7 60% promotion orders, 4,300+ orders

Month 8 50% promotion orders, 5,700+ ordersMonth 9 40% promotion orders, 6,500+ ordersMonth 10 30% promotion orders, 7,700+ orders Month 11 20% promotion orders, 8,900+ ordersMonth 12 10% promotion orders, 10,000+ orders

First Year Net Profit Over $2M.

Strategic Partnerships Receiving updated

inventory from local Trader Joes and Whole Foods locations are mission-critical. In addition, advertising for an EV manufacturer will reduce or eliminate vehicle expenses.

Equity Split 45% Sean Ganser, 25% Simon George, 10% CFO, 10% fundraising. 5% Trader Joes, 5% Whole Foods.

The idea that sparked Green Dot was a bicycle ride on Main St, Santa

Monica. After some number-crunching, it made more sense to go

with electric vehicles instead of bicycles.

Three

The BusinessIf you talk to local Santa Monica resident about delivery grocery service, they might mention a company called Pink Dot, a grocery delivery service that was at the top a few years ago. Slowly, these green Honda Elements started emerging creepily and slowly. This fleet of cars is owned by a company called Yummy.com, a company that was started by two previous Pink Dot employees. Pink Dot and Yummy each oer their own stand-alone convenient stores with delivery.Green Dot Delivery is an innovative new business that coexists with existing grocery delivery business models. Green Dots competitive advantage is superior products at less expensive prices. This is possible because Trader Joes and Whole Foods make it possible. Green Dot Delivery will get its inventory from two Green Giants so Green Dot doesnt actually have any inventory, refrigerators, or eggs anywhere. Instead, Green Dot lives in Cyber World, displaying local Trader Joes and Whole Foods deals and inventory through its iOS, Android and Web applications via requested mobile pop-up alerts, for example. Users are free to use the home-brewed platform for their own shopping needs. For a twenty percent convenience charge, a user can have their shopping cart delivered in one hour by an all-electric vehicle. Our service will save significant amounts of tree and significantly impact pollution on Los Angeles westside while providing cost-savings include reduced driving expenses and time.

Trader Joe's and Whole Foods lead the grocery industry with leading state-of-the-art business practices and strategic partnerships. They do this and still manage to create small, environmentally conscious communities. Are they special? Yes and no. Yes because they are willing to try things other companies dont and no because anybody can do this. Inspired by this type of business practice, Green Dot oers to extend the eorts of these Green Giants into the homes and businesses of the Westside, eectively with a focus on customer experience and employee treatment. Our all-electric fleet of vehicles covers all areas north of Sepulveda Boulevard, south of Sunset Boulevard and west of Overland Avenue (please refer to Possible Expansion for coverage map). Orders will be placed through Fax, iPad, iPhone, Android apps and online at greendotdelivery.com using Green Dot Helper, a simple application made to display up-to-date inventory of local Trader Joes and Whole Foods locations in the form of a clean interface. Green Dot Helper will also be used to showcase a electronic newspaper, The Local Green. TLC has sections such as The Garden Gnome, which is about a short guy with big gardening tips, Dan the Practical Man, an article dedicated to giving practical green tips for everyday living, and The Green Giant, a section that delivers highlights promotions for Trader Joes and Whole Foods. Other articles include topics like animal rights, world economy, and Ask A Neighbor where questions are submitted and answered by the same audience. As mentioned previously, users can use Green Dot Helper as a shopping list or as a one-hour deliverer of goods.

Green Dot Delivery is a deliverer of groceries from Trader Joe's and Whole Foods using all-electric cars and user-friendly apps with inventory updated daily.

Upon approval, Green Dot will

exclusively serve the

Westside of LA.

Four

The Marketing PlanCoupon Flyer: Medium-sized postcard-type flyer will be dispersed among coee shops, clothing stores, speciality shops, and more. Allows recipients to use a no-expiration coupon to receive their first order free of service charges and to pass it along to a friend or family. Please refer to Visuals.

Reusable Bags: Two varieties. Green and Inverse White. Material: 100% polypropylene. These bags will be given away free-of-charge at various locations including farmers markets and art shows. This will be used as an additional way to slowly brand ourselves. Please refer to Visuals.

Business-to-Business: Various local businesses on the Westside can benefit greatly from Green Dot Delivery. Many eorts will be spent informing concierges of various hotels and resorts on the Westside. Please see last section for a list of targeted businesses.

Person-to-Person-to-Person: While other approaches will aid in the growth of Green Dot, our main focus will be placed on personal, real life interaction. Our goal as a company is to feel like a friend that you can trust and depend on. Setting customer dealings, expectations, and standards high will lead to local word-of-mouth advertising in-person and on the web. Please refer to The Operation and The Crew for more about customer experience.

Green Dot Helper App: Green Dot Helper will soon be available on iOS, Android and the Internet. The app will allow its users to create shopping lists for Trader Joes and Whole Foods on-the-go. Regular use of this app will create recognition among its users and the next time they hear a friend mention Green Dot or see an advertisement somewhere, the next time they use the App, hopefully it will be for a delivery order.

Online:MTV associate Michael Arevalo will oversee an Internet commercial series that will utilize Pandoras location-specific technology to advertised only to Westside residences.

Primary Target Market:Mothers and fathers between 28 and 45 years-old who reside in the Westside of Los Angeles.

Secondary Target Markets: The transportation-challenged and/or eco-conscious: guests of resorts and hotels, college students, art enthusiasts, animal rights activists.

Primary Strategic Partnerships: Whole Foods and Trader Joes for a five-star customer experience.Secondary Strategic Partnerships: A manufacturer of electric vehicles for a discounted fleet of electric vehicles. A mobile phone provider to advertise on vehicles for the purpose of free telecommunications. Possible partners include independent Westside businesses and other green giants if denied partnership with Trader Joes or Whole Foods.

Five

The OperationWhat an order looks like behind-the-scenes: An order arrives in the inbox of the COO. The COO assigns a fellow Green Dotter a Client nearby, while providing order details. The Green Dotter immediately calls Client to confirm order, to give their name and to notify them that their order should be arriving within the hour. The Dotter then drives to Trader Joes or Whole Foods and begins loading our reusable cloth bags with groceries, while maintaining a relaxed, friendly, and inviting atmosphere. A Dotter is open to questions from the public and encouraged to answer to their best knowledge, whether the inquiry is about an app or the weather. The Green Dotter than delivers groceries to Client. Client is greeted with a smile and the Dotters name and Dotter asks where Client would like their groceries. Dotters are also expected to treat Clients with a similar openness during their communication. Credit card transactions are then conducted over a mobile device via Square and receipts are sent to Clients email address.

What an order looks like on center stage:You add items into Green Dot Helpers shopping cart intermittently. Order is placed at your convenience, as long as your grocery store of choice is open. Within minutes, a phone call is received by Green Dot requesting your confirmation and informing you with the drivers name and that your order will be there within the hour. Less than an hour later, the driver arrives at your front door with a smile and asks where youd like your groceries. After groceries are dropped, the driver asks you if youll be paying with credit or cash. Youre deciding to pay with your card to you hand your card over to the driver and they swipe your card using mobile phone and a funny-looking square adapter. You find it oddly satisfying to sign your signature with your index finger. The driver kindly alerts you that your receipt will be sent to the email that you signed up with. After the driver leaves, you find an email that includes an itemized receipt of your most recent order.

Customer

Operating Officer

Green Dot HELPERfor iOS, Android, and Web.

Six

The GameFortunately for us, direct competitors are non-existent. A green delivery service for Trader Joes and / or Whole Foods does not exist. Green Dot is the first of its kind, and because that is so, Green Dot will set the bar high.

Indirect Competitors: (source: Yelp!)Business Name Same Day

DeliveryOnline Ordering Mobile Apps

Vons XYummy.com X

Pink Dot X XKCs Market & Bistro X XThyme Cafe & Market X X

Bagel Nosh Deli X XPanera Bread X X

Green Dot Delivery

Currently, the only major grocery store on the Westside that has a dedicated same-day delivery service is Vons, a company that can coexist peacefully with Green Dot Delivery because Trader Joes and Whole Foods caters to a dierent market. Yummy, Pink Dot, and other indirect competitors lack in ordering options and their selection is fractional of Trader Joes and Whole Foods. Green Dot Delivery is non-threatening to these businesses, everybody can live in harmony, and the Westside can have a greater GDP.

Marketplace Green Dot is focusing its marketing eorts to the following type of potential buyer: mothers and fathers who live in the Westside between the ages of 25 and 50. The reason for this is that this buyer will have the highest average sale. Since it takes [almost] the same amount of company resources to send out small orders, it makes financial sense to get more of these buyers to increase our [and the Green Giants] bottom line. To help reach sales goals, Green Dot will concentrate branding eorts to the carless population of the Westside. This secondary market cares alot about saving money (including car-related expenses, obviously). Theyre also concerned about their surrounding environment and are careful what they associate themselves with. Meanwhile, our primary market is more concerned with eciency then image and because that is so, they will be reached using unique, ecient avenues (i.e., Maternity Stores).

Here are some fun and interesting (and imaginary) numbers. These imaginary statements are based on the notion that Green Dot delivered ALL groceries to EVERY household in the zip code of 90291, for A WHOLE YEAR. Ya, right. Like thats gonna happen. Green Dot could...

Seven

Hypothetical Nonsense. Lets assume that person A who shops at Vons does more than 75% of their grocery shopping at non-Trader Joes or non-Whole Foods stores on the Westside. Lets also assume that person B does more than 75% of their grocery shopping at Trader Joes or Whole Foods. Green Dot isnt concerned with convincing person A about anything, nor targeting any marketing eorts towards them.

Its safe to assume that person A and person B have a few contradicting philosophies.

...avoid 3,088 tons of carbon dioxide entering the sky (1/5 of a gallon of gas per roundtrip)...save 11,142 trees from being chopped down (5 bags per order & 700 bags per tree)

Possible ExpansionUpon success in the, Green Dot will want to expand its business model, coverage area, and weekly magazine, The Local Green, along coastal cities of California. After Green Dot Delivery has been successfully multiplied locally, we are going national. San Francisco Bay, Manhattan, and Austin are our most desired locations of expansion to due local demographics. Though Green Dot wishes to be exclusive to Trader Joes and Whole Foods, we will be filling a niche regardless and going after other strategic partners and independent businesses within in our coverage area.

Green Dot SF Bay Coverage

Green Dot Austin Coverage

Green Dot Manhattan Coverage

Current Coverage - Westside of LA

Future Coverage - Southern California Beach Cities

Eight

Visuals

Reusable Mesh Bag. We pick these up from clients when we

deliver an order. Oh, and were giving away 120,000 of

these in our first year.

Reusable recycled print advertisement. You can find these at your local coee

shops.

Nine