1. T AKING E THICAL S HOPPING M AINSTREAM

2. Consumer decisions vs. values Consumer decisions vs. values Most people prefer to buy products that avoid causing harm But it’s hard to do this now without unacceptable changes to your lifestyle

3. Two years of experiments Our solution Two years of experiments Our solution Wherever you shop, the impact of a brand on the issues you care about is as clear and upfront as the product’s price and key features.

4. A large and growing market 40% of Australians feel conflicted when they don’t buy according to their values Source: Mobium Group Living LOHAS III 2010 7M in Australia 400M in OECD

5. Our users Early Adopters: “Strong Leaners” Women 22 – 35 interested in Fashion Stage 2: Remaining people among the 40% Stage 3: Other product categories Stage 4: The UK (2016) & The US (2017)

6. A successful Crowdfunding campaign Good on You Mobile APP 3 weeks 300+ pledges $20,000

7. Two sided market USERS Retailers Like many successful start-ups

8. Retailers’ digital advertising Google Ads is (so far) more efficient than any other digital tool to reach customers who are interested in buying something Retailers need to bring customers to their store at the lowest cost

9. Google for ethical fashion With the App, a retailer can reach users looking for their product near the store interested in his brand(s) aligned with brands values

10. Source of revenue Retailers’ advertising Promoted listing Special offers Sales notifications

11. Competition Low Cost Variable Cost Easy to do Targeted Location based      Unique POD: targeting capabilities including style and ethical priorities

12. Our team Gordon Renouf, CEO Head of Campaigns, CHOICE, Chair, Good Environmental Choice Australia Fayçal Fassi, Development Director Founder, IziCap & WeOwe, Director of Customer Care, Wana Corp Ali Mirsadeghi CTO Bethany Noble CMO Will Farrier Comms and Admin Celine Massa Community Manager & Projects

13. Why muru-D Why muru-D