Business Plan - Association

1. My Eco Best Friend
BUSINESS PLAN
WWW.MYECOBESTFRIEND.COM
GAËTAN BIO
0041798479155 – CONTACT@MYECOBESTFRIEND.COM
Gaëtan Bio | Feb-23

2. My Eco Best Friend: Business Plan
1
Contents
INTRODUCTION TO THE ASSOCIATION ............................................................................3
DESCRIPTION OF SERVICE ................................................................................................3
Key Principles:...................................................................................................................3
Key Considerations:...........................................................................................................3
Key functions of My Eco Best Friend Platform for its users: ...........................................3
Key benefits of My Eco Best Friend Platform for its sellers:............................................4
BUSINESS CASE & RATIONALE FOR BUSINESS...............................................................4
Environmental awareness is growing within our societies:.............................................4
Growth of E-commerce Industry:.....................................................................................4
Product Scalability in Europe ...........................................................................................5
Technical Structure of the product ..................................................................................5
Why can we consider My Eco Best Friend as an Eco-Reference? ...................................5
BUSINESS OBJECTIVES & ROADMAP................................................................................6
Short-term Objectives (Year 1-2 / 2023-2024) ..................................................................6
Mid-term Objectives (Year 3-4 / 2025-2026)....................................................................6
Long-term Objectives (Year 5 / 2028, onwards) ..............................................................6
Roadmap 2022 - 2024 ........................................................................................................6
Funding Requirements .........................................................................................................7
COMPETITIVE ENVIRONMENT.............................................................................................7
Competitive advantages of My Eco Best Friend Platform ...............................................7
OVERVIEW OF COMPETITORS .........................................................................................7
COMPETITOR ANALYSIS – GALAXUS...........................................................................8
COMPETITOR ANALYSIS – Snapshot other competitors ..............................................8
SWOT ANALYSIS..................................................................................................................9
MARKET ANALYSIS & STRATEGY......................................................................................... 11
MARKET RESERCH & ANALYSIS ....................................................................................... 11
Growth of Eco Industry in Europe and Switzerland:...................................................... 11
What are the problems My Eco Best Friend is going to solve? ...................................... 11
Questions that a citizen interested in becoming eco-friendlier could ask himself:......12
TARGET MARKET(S) AND THEIR CHARACTERISTICS: .................................................13

3. 2
Who has the problem?.....................................................................................................13
Target Audience Profile ...................................................................................................13
Target Audience Analysis................................................................................................ 14
Why would they buy what I am selling? .........................................................................15
How can they buy?.......................................................................................................... 16
How much do they usually buy online?......................................................................... 16
How often do they purchase environmentally products? ............................................. 16
COMMUNICATION STRATEGY........................................................................................ 16
What are the key focuses?............................................................................................... 16
Key Messages to the Market ............................................................................................17
How is the eco-rating system working on the platform ? ............................................. 18
MARKETING STRATEGY ...................................................................................................20
Key Partners......................................................................................................................21
Marketing Strategy...........................................................................................................21
Goals for First 12 Months of Launch...............................................................................24
Key Performance Indicators............................................................................................25
SALES & DISTRIBUTION METHODS ...................................................................................26
How will my customers get my products & services (FIXED PRICE)? .........................26
How will my customers get my products & services (QUOTE BASED)?......................27
How can my sellers publish an add on My Eco Best Friend? ........................................27
OPERATIONAL PLAN............................................................................................................28
LEGAL & INSURANCE OVERVIEW ......................................................................................30
INSURANCES......................................................................................................................30
RISK ANALYSIS........................................................................................................................31
FINANCIAL PLAN ..................................................................................................................32
FINANCIAL ASSUMPTIONS..............................................................................................32

4. 3
INTRODUCTION TO THE ASSOCIATION
DESCRIPTION OF SERVICE
“My Eco Best Friend” is an online platform, managed by a non-profit association, that is
helping its users to become more environmentally responsible on a simple, easy, and fun
way!
Key Principles:
Help people (users & sellers) to become eco-friendlier through:
• Knowledge – (eco-tips).
• Actions – (eco-challenges).
• Purchasing Habits (buy eco-products & services).
• Donation to organizations managing eco-projects.
• Internet research – your research help to fund protection of the oceans.
• Eco-Mobility – the more you walk, cycle or use public transports the better for the
environment.
Key Considerations:
• Not only a marketplace, but an eco-platform – An “Eco-Friend”!
• Products & Services have different levels of eco-friendliness (1 to 5 stars).
• Platform users (buyer/sellers) have:
o Not the same objectives or level of commitment.
o Not the same definition of “eco-friendliness”.
o Therefore, there is a need to find the right balance to please a large public.
• The platform does not pretend to be an eco-champion and being all perfect. The idea
is to help its users (buyers and sellers) to make progress and become more and more
eco-friendly.
• The purpose is not to “infantilize”, “moralize” or “make users feel guilty” if they are
not eco-friendly enough, but rather give them the tools to become eco-friendlier.
Key functions of My Eco Best Friend Platform for its users:
• A marketplace where:
o Users can find a large range of eco-products & services (buy directly online,
request quotes, rent...) – see examples HERE.
o Users can make donations to charity organizations active in eco-projects.
o Products & sellers are geolocalized so users can find them close to their home.
o Sellers, mostly SMB’s, are specialised in local, sustainable & ethical products,
and services.
• An “information portal” wherein users can publish & read eco-tips.
• A game wherein users can create or participate to eco-challenges and eco-quiz.
• A mobility-tracker that users can use to track any eco-responsible means of transport
that they are using.

5. 4
• An eco-browser that users can use to go on Internet and plant trees at the same time.
For each of the above functions, users can collect eco-points based on how eco-friendly
they are via the platform.
• They can compare the number of points collected with other users & friends in an
eco-ranking on a dedicated page.
• They can receive discounts or any other types of “reward” from sellers based on the
number of points collected.
Key benefits of My Eco Best Friend Platform for its sellers:
• Sellers have access to a network of potential clients as this is a specialized
marketplace with several eco-sellers, rather than selling on individual platforms.
o No need to find new clients.
o No need to spend on building its own platform.
o No need to have IT skills in its own company.
• Sellers have access to extended functions that allow them to fully manage their
personal e-shop independently from creation of products to order and delivery.
• Sellers can also advertise their products on the entire platform.
• A strong SEO engine to make products & services visible online.
• A strong IT support provided by MyEcobestFriend Association.
In a nutshell, all the above allows the sellers to be more competitive towards big
multinational companies due to its online presence and the low need to spend money and
time to manage those online activities.
BUSINESS CASE & RATIONALE FOR BUSINESS
Environmental awareness is growing within our societies:
• Due to major & visible environmental disasters (e.g., melting ice, hurricanes, flooding,
wildfire, heatwaves…).
• According to a BCG Survey (2020): “In the wake of the pandemic people are more
concerned—not less—about addressing environmental challenges and are more
committed to changing their own behavior to advance sustainability”(here).
Growth of E-commerce Industry:
• Switzerland eCommerce revenue: US$12 billion in 2021 - expected annual growth of
4.6% (2021-2025). (here).
• Online EU marketplaces seen high visitor engagement accounted for 59% of the 143
billion euros spent on cross-border ecommerce by Europeans in 2019 (here).
• 26% of Europeans often buy eco-products and services.
• 92% of European sellers would like to sell sustainable products.
• 15,6% of Swiss people prefer to buy sustainable products.

6. 5
Product Scalability in Europe
Our technology is ready to be deployed in Switzerland and in any European Union
countries for the following reasons:
• Geolocalization of products & services
• Multilingualism – site can be translated quickly into various languages.
• Customs & Logistics – No cross-borders sales – ECO = Being Local.
• GDPR Legislation respected.
• Availability of Online Services – 24h 7/7
• High Performance – Hosting
• Easy to manage the website.
• Costs of use are very low.
Technical Structure of the product
Why can we consider My Eco Best Friend as an Eco-Reference?
• Products & Services are eco-friendly based on
o Internal mechanism of certification before sellers can publish on the
platform. (One to five stars)
o Internationally recognized eco-labels
o Charter of Ethics to be signed by sellers to ensure information on products
& services provided are trustable
▪ Audit process to be put in place (under construction)
▪ Possibility to remove sellers from the platform is Charter of ethics
not respected
▪ Possibility for buyers to put comments on sellers & their products
on the platform.
• Sellers are Europeans only.
• % Of products & services lifecycle done in Europe above 80%.
• Donations to Charity organizations.
• Plant tress to carbon offset CO2 emissions.

7. 6
• Energy used for hosting from renewable energy.
• Partnerships with NGO’s active in the environmental protection (Under
construction)
• ISO14001 certified (Under Construction)
BUSINESS OBJECTIVES & ROADMAP
Short-term Objectives (Year 1-2 / 2023-2024)
In the short-term, the main objectives are to:
• Finish the setup of the platform (Mobile Design, Performance Optimization,
Translations)
• Create the association & create a strong team around the project.
• Create a network of Sellers and add their products on the platform.
• Launch a marketing campaign to start selling products on the platform.
Mid-term Objectives (Year 3-4 / 2025-2026)
In the mid-term, the main objective is for the association to become financially stable and
make enough revenues to be able to manage the platform on a professional manner.
Long-term Objectives (Year 5 / 2028, onwards)
The long-term ambition for My Eco Best Friend is to grow in to a profitable well known
eco platform in Switzerland and in Europe in general.
Roadmap 2022 - 2024

8. 7
FUNDING REQUIREMENTS
Gaetan is seeking CHF 51’628.00 to fund the first two years of the launch of My Eco Best
Friend Platform. This would allow to create the association and conduct all activities
related to the launch of the platform (marketing, social networks, insurances, ….) until the
platform is financially viable. The financial stability is forecasted to be from 2025.
COMPETITIVE ENVIRONMENT
Competitive advantages of My Eco Best Friend Platform
1. The main reason why My Eco Best Friend deserves to exist is because today there is no
real platform that has such a wide range of products & services centralized into a
single platform.
• There are for instance various marketplace solutions on the market, but those
usually focus on food, drinks, and beauty products.
• Thousands of companies sell eco-products & services, but usually it will be specific
and done separately (like shoes, solar panels, Energy consulting, Bike tours in the
nature).
• Other companies or marketplace solutions will sell eco-products & services, but
among other non-eco-friendly products, which makes those platforms less
credible.
2. My Eco Best Friend is not only a marketplace solution to sell products & services, but
mostly a platform to help its users to become eco-friendlier. This means that the main
objective is not to “sell” but rather for the good interest of the people and society in
general.
3. Last but not least, My Eco Best Friend is an association, not a company. Therefore the
objective is not “profit” but rather making such platform at a low cost available to
various SME’s so they can increase their sales online and be more competitive on the
market. The “non-profit” positioning of this company is ensuring that the use of this
platform will be extremely competitive compared to what exists currently on the
market.
In a nutshell, we are trying to create a new Amazon but focused on any type of eco
products & services.
OVERVIEW OF COMPETITORS

9. 8
COMPETITOR ANALYSIS – GALAXUS
Strengths:
• Has earned a number of awards for its entrepreneurial achievements like Swiss E-
commerce Award 2021&2020&2019&2018, Digital marketing conference D-pulse 2018,
GfM Marketing Award 2017, etc.
• Strong professional team.
• Daily offers.
• Attractive discounts and offers.
• The website supports 4 languages: English, German, French and Italian.
• Delivering to Switzerland, Germany and Austria.
• Building active community.
• Has a blog with updated high-quality contents.
• Active Facebook page with over 52.3K followers.
• Active LinkedIn page with over 26.6K followers.
• Active Instagram account with over 9.8K followers.
• Active on Twitter and Pinterest.
• Has a YouTube channel with updated high quality content, 17.4K subscribers and over
39M views.
• Using good hashtags.
Weaknesses:
• The website UX is not attractive and professional.
• Website speed for mobile devices is around 59%.
• Website speed for desktop devices is around 70%.
• Specialized on products only.
• Not eco-products specialized.
• Bad customer reviews.
• Returning products process is poor.
COMPETITOR ANALYSIS – Snapshot other competitors

10. 9
SWOT ANALYSIS
Company SWOT Analysis GRID
Strengths Weaknesses
What do I do well? Marketplace technology used (i.e.,
Dokan Multivendor Marketplace Plugin for WordPress)
is a market Leader with 60’000 Active Marketplaces in
the world.
Why is my process successful?
• Simplified process as logistic and support are
managed directly by sellers.
• Do It Yourself – Model for the sellers.
• Direct Payments – commissions.
What unique resource can I leverage:
• Not only it is a Marketplace but also a platform to
help becoming eco-friendly with other functions.
• Loss Leader: Eco-Services, which is not very
developed online.
Expertise in the team:
• Owner – Project Manager, IT, Sustainability
• Frontiera Connection – Marketing, Communication.
• Wedevs – IT Marketplace solution provider.
• Sayal Khan – IT Developers
Competitive advantage:
• Association – not company – so cost for sellers to
use the platform lower than competition.
• Low IT Operational Costs – as this is an association,
much of the resources to manage the platform will
be free or low costs.
• Low Finance & Accounting workload.
• Low Logistic & Support workload (Managed by
sellers).
Business lack of competitiveness:
• Need to build network of sellers & customers
from scratch.
• Limited expertise in E-Commerce.
Business Process Improvement:
• Marketing expertise must be optimized.
Limited Assets:
• Limited financial resources.
Human Resources:
• Currently sole owner supported by external
partners.
• No hiring planned the first 3 years, but rather
support from network of volunteers.
Business Location:
• Switzerland is a limited market with
population 8,57 million and only 2 million
French speakers. (However platform could
expand to all Europe).

11. 10
Opportunities Threats
Market Trend:
• 26% of EU citizens often buy eco-friendly products,
54% sometimes do.
• Environmental awareness is growing in Europe
(here).
• E-commerce industry is growing in Europe (here) &
(here).
• Commerce of eco-products & services is growing in
Europe (here), (here), (here), (here) & (here).
Event as Opportunity – COVID Pandemic
• “In the wake of the pandemic people are more
concerned—not less—about addressing
environmental challenges and are more committed
to changing their own behavior to advance
sustainability”(here).
Competitors
• Big actors (Migros, Coop, Galaxus…) who
could improve positioning on eco-products in
the future.
Sellers & Buyers loyalty:
• Willingness to stay loyal on my platform and
keep using it.
Marketing Trend:
• E-Commerce & eco-products & services are
getting popular. Possibility that new stronger
actors might come on the market.

12. 11
MARKET ANALYSIS & STRATEGY
MARKET RESERCH & ANALYSIS
Growth of Eco Industry in Europe and Switzerland:
• In 2020, 22% purchases by swiss people at Migros, CH largest retail company (28.7
billion CHF sales), had at least one of 12 eco-labels delivered in Migros shops:
supermarkets, sport, electronics, DIY or furniture (here).
• In 2019, Organic food market represented 10% share in Switzerland moving from 2.2
to 3.2 billion CHF in sales (here).
• 26% of EU citizens often buy environmentally friendly products, 54% sometimes do.
(here).
• European market for low carbon environmental goods and services accounts for €0.9
trillion (€4.2 trillion worldwide). (here).
• 2019-2023, 92% of EU retailers expect increase of sales in sustainable products, 75% of
them even 10% increase (here).
What are the problems My Eco Best Friend is going to solve?
As previously mentioned, there are two main arguments why My Eco Best Friend deserve
to exist:
1. There is no real platform that has such a wide range of products & services centralized
into a single platform.
• There are for instance various marketplace solutions on the market, but those
usually focus on food, drinks, and beauty products.
• Thousands of companies sell eco-products & services, but usually it will be specific
and done separately (like shoes, solar panels, Energy consulting, Bike tours in the
nature).
• Other companies or marketplace solutions will sell eco-products & services, but
among other non-eco-friendly products, which makes those platforms less
credible.
2. Existing marketplace solutions are usually asking a high % commission on the
transactions done on the platform. If such platform is made available with a much
lower cost (mostly because managed by volunteers and only a minimum number of
employees) given its “Association” status, then it will make the platform much more
attractive compared to the existing ones.

13. 12
Aside those two main problems, we can mention the below ones:
Questions that a citizen interested in becoming eco-friendlier could ask himself:
• I want to buy different types of eco-products (clothes, food, beauty products, DIY
materials, solar panels, clothing) and services (training sessions, repair shops, rent
accommodation, entertainment) available in my region, but I want to find everything
on one single platform. Where should I go ?
• Is there a way on e-commerce platforms, apart from eco-labels that I do not always
understand & trust, where I can see directly on the product description If the product
I want to buy:
a) Is produced locally?
b) Does not include any chemicals?
c) Respects animals when produced?
d) Respects people when produced?
e) Is using organic, reusable, recyclable packaging?
• Is there a way I can buy products or services to suppliers who are also supporting a
good cause?
• I do not always trust what a seller is saying, and I am not 100% sure that eco-labels are
trustable. Can I give my opinion on a product to help other users to decide on their
purchase?
• I want to buy eco-responsibly, but I would like also to know what I can do, apart from
buying, to become eco-friendlier. Can I find useful tips at the same place as where I
make my purchases?
• I like to play games and take concrete actions for the environment. Moreover I also
would like to convince my friends to also become eco-friendlier. Is there any fun way
to help me doing this? Like some sort of online challenges ?
• I find CO2 calculators difficult, and they cannot always monitor everything I do or
buy on an accurate manner. Is there a way I could track my environmental
performance and being able to compare those easily with my friends?

14. 13
• I am happy to make some efforts in protecting the environment. But getting some
recognition would be nice too. Can I get some sort of reward?
• I am a SMB seller of eco-products & services. But I am struggling to get online
visibility as it is expensive and difficult to attract consumers attention. Is there
anywhere I could get such visibility for a low cost?
My Eco Best Friend is bringing an answer to all the above-mentioned questions. In a
nutshell, My Eco Best Friend exists to help users finding on a single platform everything
they need to become eco-friendlier in their day-to-day life. Moreover, it is a great place to
give visibility to sellers who offer eco-products & services.
TARGET MARKET(S) AND THEIR CHARACTERISTICS:
Who has the problem?
1. Citizens concerned about the protection of the environment, but do not always
know what to do to really make a difference. They are influenced by many sources of
info, often contradictory, which makes it difficult for them to know where to start and
who to trust (Fake Climate News, Greenwashing, Pros- & Cons- scientific studies, Eco-
labels not trustable).
2. People (often under 40 years old) who are already involved in sustainability and
environmental awareness but would like to do even more or find ways to influence
friends and family to follow their own path.
3. Eco-sellers (shopkeepers, producers or service providers) with low visibility in
traditional e-commerce platforms or spread out in hundreds of different eco-shops
according to the type of products & services offered, who would like to increase their
online sales for those products and services.
My Eco Best Friend can therefore be used by anyone (individuals or businesses) either
interested in buying or selling eco-products & services as well as finding ways to become
more environmentally friendly, or convince their friends and family to be, on a fun, not
moralist, and easy way.
The idea is not only to focus on citizens that are “100% into the environmental cause”
neither sellers who are selling 100% eco-products. The idea of the platform is to give
enough flexibility to everyone according to their level of commitment for the
environmental cause. This is the reason why there is a 1 to 5 stars rating for the products,
to show that some products & services can have various levels of eco-friendliness.
Target Audience Profile
1. Swiss citizens under 40 years old who
• have an interest on sustainability and would like to buy eco-products and services and
change some habits to become eco-friendlier.
• are already environmentally responsible but would like to get better or find ways to
convince their friends and family to become more eco-friendly.

15. 14
2. Swiss producers, shopkeepers, or service providers:
• Who are selling eco-products and services and would like to get more visibility online
and increase their sales.
First focus on individuals and sellers located in Switzerland in the French region, but the
platform can be deployed in all Switzerland as well as in Europe in general.
Target Audience Analysis
• We are targeting sellers and users who are interested in eco-friendly products,
• services, blogs, research, etc.
• For sellers,
o they want to sell their products without paying a lot of fees.
o they want to have access to a platform that will increase their number of
clients easily.
o They want to have access to various functions that is helping them to
manage their only e-shop independently and from product creation to
order and delivery.
o They need to feel comfortable and trust the platform and its owner.
o They want to give the best user experience for their customers.
o They need to increase their brand awareness and online sales.
o Part of them may need individual support and guidance to create their
shops from scratch as well as IT support during their activities.
• For users
o they want to be able to find products, services, blogs and even make
donations. All in the same place to save time and effort.
o they want to have a unique user experience to trust the platform and to be
loyal users for it.
o Part of them is interested in buying products and services from suppliers
who have a good cause.
o They want to know more about being eco-friendly and how they can make
the world a better place, so they need us to add value for them (knowledge)
by publishing blogs and research that can enhance their awareness and
knowledge.
o They want to influence their friends to be eco-friendly and that can be
done through recommending a good platform that offers a unique funny
user experience and increasing the awareness through its blogs about the
importance of being ecofriendly.
o Many users may want to share their knowledge and experience on the
platform and that will give us the chance to build an online loyal
community.
o They will be attracted by making offers, discounts and free delivery.
o A reward system is one of the most effective ways to make the users loyal
to the platform.

16. 15
o Part of them is interested in challenges, so they will be interested in eco-
challenging games on the platform.
o Video content is one of the most effective ways to communicate with this
target audience.
o 3 out of 4 people of them trust online reviews when trying out a new
service/product. This percentage is almost equal to how many people trust
the word-of-mouth recommendations from their families.
• The target audience age limit is between 18:40 years.
• Our target audience location: Switzerland then we will expand to European Union.
• The social media platforms that they check daily are Facebook, YouTube, LinkedIn,
Instagram, Twitter and Pinterest.
• What we are expecting from our target audience (followers) on our social media
platforms if we make proper marketing
Why would they buy what I am selling?
• Users can find on My Eco Best Friend products and services that cannot be easily
found online on other platforms – first focus will be to centralize the eco-services
which currently are spread out on various platforms rather than being centralized.
• Users no longer need to visit several websites for finding eco-products & services they
are looking for; everything can be found on the same platform.
• The price of the products & services will be more competitive than on other similar
platform as the platform will be managed by a non-profit association.
• The platform eco-rating system gives clear visibility on the level of eco-friendliness of
each product & service sold on the platform.
• Users like to buy to collect more eco-points and improve their ranking on the
platform and at the same time buy products and services.

17. 16
• Users like to participate to eco-challenges and therefore visit the platform more often
to check on new challenges and at the same time buy products and services.
• Users like to check on new eco-tips and publish some of them, and at the same time
buy products and services.
How can they buy?
• Connect to the online platform www.myecobestfriend.com.
• Download the My Eco Best Friend App on both Apple Store and Google Play Store.
• No need for registering, but if registered, points can be collected and rewards.
How much do they usually buy online?
• EU consumers usually spend around 60 Euro per online transaction.
• Switzerland eCommerce revenue is around US$12 billion in 2020. Expected annual
growth of 4.6% (2021-2025).
• Europe eCommerce revenue: US$465 billion in 2020. Expected annual growth of 5.2%
(2021-2025).
• European market for low carbon environmental goods and services is €0.9 trillion
(€4.2 trillion worldwide).
How often do they purchase environmentally products?
• 26% EU citizens often buy eco-friendly products, 54% sometimes do.
Market Area(s): Switzerland and European Union.
Summary of Market Analysis: How market research was done?
• Mostly done based on internet research and overall various report results related to
the spending habits of consumers in Switzerland and the EU as well as the % share of
eco-products & services within those markets. Any source of information is
highlighted as hyperlink in this document.
COMMUNICATION STRATEGY
What are the key focuses?
• The ambition of the company is to make My Eco Best Friend the online reference of
the environmental transition in Switzerland for the Swiss & by the Swiss!
• My Eco Best Friend Platform must be also a reference in the purchase of eco-
products, services, and any other functions to help people to become eco-friendly. But
there is a need to clearly states that the path to become eco-friendly starts at different
levels of maturity for both users and sellers. And My Eco Best Friend platform is
trying to help any user or seller, no matter at which level of maturity they are, and
they want to reach.
• My Eco Best Friend does not want to “infantilize”, “moralize” or “make users feel
guilty”.

18. 17
• The association communication must be more as: “We are your “friend” who can give
you all the tools & support you need to either help yourself to become eco-friendlier,
or, if you already are, to keep getting better or to help you convince your friends and
family to become eco-friendly too”.
Key Messages to the Market
1. This is not only a marketplace, but an eco-platform – An “Eco-Friend”!
• To help users, friends, and family to become eco-friendlier.
• For sellers to increase online sales of their eco-products and services.
2. It is Free!
• Users can use most functionalities for free.
• Sellers can use the platform for free. Only pay % commission if they make sales. Also,
possibility to advertise online directly on the platform.
3. Products & services on the platform have different levels of eco-friendliness.
• This level of maturity of each product & service is evaluated through the platform
“eco-rating system” which gives them from 1 to 5 stars, based on some clear & well-
defined criteria’s, to determine their level of eco-friendliness. The more stars a
product or service gets, the more sustainable.
• Sellers must sign a “Charter of Ethics” to ensure eco-ratings published by themselves
is respecting the platform criteria, If My Eco Best Friend finds out (for example
through Ad Hoc Audits) that the seller was not compliant, he/she will be expelled
from the platform.
• Eco-labels will also be shown in the product & service where applicable.
• Any user can give his own eco-rating to a product or service he/she purchased and
write a comment to influence other users in their purchase choice.
• The more a product or service has stars, the eco-friendlier.
• Products and services with a lot of stars allow a user to collect more eco-points
compared to other products & services with less stars.
4. The platform does not pretend to be an eco-champion but gives the tools & support so
that its users can be one. The key objectives are:
• To help any user to increase their eco-friendliness, no matter how far and extensive
the involvement is, if there is an improvement.
• To help sellers to increase their eco-friendliness by selling more eco-products and
services, even if those are not 100% eco-friendly, as long as they are more eco-friendly
than other similar products…

19. 18
How is the eco-rating system working on the platform ?
1. Trustable eco-friendly products & services sold on the platform:
3 levels of checks to ensure products & services are eco-friendly:
• Seller to rate 1 to 5 stars their products & services based on extensive criteria.
• Moreover, sellers must sign a “Charter of Ethics” to ensure info provided can be
trusted. If the Charter conditions is not respected, seller can be removed from the
platform.
• Internationally recognized Eco-labels will be shown on products or services
description when those have been certified by some nationally or internationally
recognized labelling organization.
• Buyers can rate products or services according to how eco-friendly they believe they
are and even add a comment to help other users making their own opinion.
4 Swiss & European sellers (producer, shopkeepers and service providers) only
Anyone who would like to buy products and services on My Eco Best Friend can only buy
through sellers with their headquarter in the country where they buy. For example, if a
customer is located in Switzerland, he will only see Swiss sellers.
5 Focus on products manufactured in Switzerland & Europe:
With the seller rating system, a product will receive the highest rating (5 stars) if at least
80% of the entire product lifecycle (design, manufacturing…) is done in the country where
the buyer is buying the product.
6 Focus on services delivered in Switzerland & Europe:
With the seller rating system, a service will receive the highest rating (5 stars) if at least
80% of the entire service lifecycle is done in the country where the buyer is buying the
product.

20. 19
7 Partnership with Environmental Protection NGO:
My Eco Best Friend is planning to agree on a partnership with a nationally or
internationally recognized non-governmental organization active in environmental
protection. This will ensure that My Eco Best Friend is recognized by experts and
therefore gain credibility.
8 My Eco Best Friend Company - ISO14001 certified:
My Eco Best Friend is planning to get ISO14001 - Environmental Management System
certification.
9 Donation to Eco-Charity organization:
Part of the revenue generated on the platform will be automatically given to a charity
organization active in eco-projects.
10 My Eco Best Friend is a Swiss company:
The company is headquartered in the Canton of Fribourg.
11 Green & Local IT Data Hosting:
IT data is stored on a server located in Switzerland (Infomaniak):
Electrical power used to run Infomaniak datacenters comprises:
• 60% hydro power ("TÜV SÜD EE01"-certified)
and 40% renewable energy ("Naturemade Star"-certified).
• Target: By 2025, Infomaniak will power all its facilities with electricity from renewable
sources ("Naturemade"-certified).
How is My Eco Best Friend considering a product as “Eco-Friendly”?
Each product gets one star per each of the below question answered with a YES:
• Is it safe (i.e., no Chemicals)?
• Is the packaging: necessary, recyclable, reusable or biodegradable?
• Is it either, long lasting, easily reparable or quickly biodegradable?
• Is it sustainable (i.e., organic, recycled-material based, or plant-based)?
• Is the use sustainable (i.e., help reducing the impact on the environment)?
How is My Eco Best Friend ensuring that a product as “Respects people and animals”?
• No testing or abuse on animals ae allowed.
• No children work through the entire product lifecycle.
• Employees/workers have good health & Safety measures through the entire product
lifecycle..

21. 20
• Employees/workers have good working conditions (number of hours, holidays, salary,
legal rights) through entire product lifecycle.
• Employees/workers do not endure any discrimination, harassment, physical or
mental violence, through entire product lifecycle.
What will make the users want to come back to the platform?
MARKETING STRATEGY
• We will attract our potential sellers and users by using social media marketing,
Google ads, influencer marketing and Search Engine Optimization.
• We will focus on Facebook, Instagram, LinkedIn, Twitter, Pinterest and YouTube.
• We will focus on the blog on our website to rank higher in the search engines and
offer value to the target audience to convince them to use our platform.
• Our content will be high-quality attractive images, videos and articles.
• We will spread awareness about our platform, how businesses can increase their
brand awareness through it and take advantage of it, how businesses can advertise
and post their deals, our promotions, etc.
• We will offer informative content that offers value to the target audience like how
business owners should act, Sustainability, Growth tips for businesses, how to be eco
friendly and make the world a better place, reviews about our products, etc.
• After building the content we will create Facebook, Instagram, LinkedIn and Google
paid ads with the goal of creating awareness about our platform to the target
audience and increasing the number of our followers and users.
• Start contacting popular influencers/bloggers to talk about My Eco best Friend with
their followers.
• Start email marketing by building our email lists.
• Capture visitors into subscribers with compelling email pop-ups.

22. 21
• Build trust by adding users’ reviews and testimonials to our website and social media
channels.
• Make use of video content for better targeting by publishing tips on YouTube and
reels on Instagram to add value to our subscribers and followers.
• Use retargeting techniques to not lose potential customers.
• Focus on the blog with attractive helpful content to get organic traffic, rank on the
search engines and increase the number of our users.
• Create reward, affiliate and refer to friend programs.
Key Partners
• Frontiera Connection (here) is a specialized
marketing, communication & web agency.
• Focus on helping My Eco Best Friend on his
marketing campaigns, company
communication, brand and public relations.
Marketing Strategy
Social Media:
Step 1: Create business pages on social networks (Mostly Facebook, Pinterest, YouTube,
Instagram).
Step 2: Create a network loyal brand ambassadors (friends, partners, influencers) to
increase presence on social network. Ex: 90% of Instagram users follow a business.
Step 3: Engage with my audience in innovative ways such as using interactive quizzes or
live videos and keep them as active and entertained followers.
Step 4: Identify social accounts with similar demographic followings and work with them.
Look for specific groups and host social media contests and giveaways to make my social
collaboration worthwhile.
Step 5: Put emphasis on Pinterest (1.76 million users in Switzerland). Pinterest helps users
to make purchasing decisions.
SEO – Google Search
• Organic search equates to 94% of all web traffic, and by having the first position on
Google search, 34% click-through rate on desktop and 35% percent on mobile.
• Perform keyword research.
• Plan out the site architecture (Pyramid structure).
• Prioritize intuitive navigation in our design.
• Define a standard SEO-friendly URL structure.
• Design for site speed.
• Consider visual hierarchy for every page.
• Focus on indexable content.
• Target primary keywords for each page.

23. 22
• Optimize title tags.
• Optimize images.
• Optimize text on the page.
• Write unique meta description.
• Link other pages on our website.
• Submit our sitemap to Google.
Product Review
• 95% of buyers read online reviews before making a purchasing decision.
• Include review functionality on the marketplace and product pages.
• Place reviews in other touchpoints in the buyer journey (Influencer reviews, email
marketing….).
Partnerships
• Youtube Influencers for product review
• 90% of people have found a new brand or product via Youtube.
• 70% of all consumers prefer watching product videos than reading about them.
• In Switzerland, 2.6 million unique users visit Youtube each month.
• Brands: having the right demographic, partner with them via:
o Email marketing: Newsletters, Campaigns
o Internal communication platforms: Slack, Apps
o Content marketing: Video, Blogs, Infographics
o Downloadables: Ebooks, Whitepapers, Webinars
o Public Relations: Press stunts, News articles.
Networking
• Various actors (NGO, Political Party, Businesses…) active in environmental
protection, ecology, sustainable development….
Direct Marketing - Sellers
• Make a list of all sellers potentially interested in selling on my platform.
• Contact them (face to face, email, calls, fairs….)
• Support them in the various steps (contracting, system use….) to get them onboard.
Visibility in popular media
• Free media’s such as 20 minutes.
• Interview on local radio’s such as Rouge….
Who is my target group?
• Individuals with interest on sustainability, usually under 40 years old population.
• Businesses already active in selling eco-products & services and interested in selling
online or increase even more their visibility online.

24. 23
How do my sales work?
My sales strategy is based on various sources of revenues:
Before the platform starts generating revenues, it will be exclusively based on:
• Donations (potentially through crowdfunding)
• Sponsorship
• Personal funds.
Once the platform generates revenues it could come from:
• Some of the above-mentioned sources of funds
• Seller memberships
• Commissions on transaction made on the marketplace.
• Commissions taken for quote-based products & services (i.e., as a broker).
• Fixed price and % commissions for sellers publishing ads on the platform (CPA).
• Consulting on the services provided to sellers.
YEAR QUARTER METHOD* COST
2023 Quarter 3 & 4
Direct Marketing – Sellers Network
• Make a list of all sellers potentially interested in selling
on my platform.
• Contact them (face to face, email, calls,….)
0 CHF
Networking – Buyers Network
• Various actors (NGO, Political Party, Businesses,
organisations, associations…) active in environmental
protection, ecology, sustainability.
• Win-Win – Access to your network – in exchange free
advertising on My Eco Best Friend.
0 CHF
Index My Eco Best Friend to Search Engines (here) 0 CHF
Use SEO technologies for all your products & Services 500 CHF
Social Media:
• Create business pages on social networks (Mostly
Facebook, Pinterest, YouTube, Instagram) and create a
network of free ambassadors (friends,….)
0 CHF
Create Marketing Video content and publish on socials 1’500 CHF
Put My Eco Best Friend site online 0 CHF

25. 24
*As this is a non-profit association it is expected to find volunteers or people currently
unemployed with the right skills to conduct some of those activities. In Switzerland there
is a kind of collaboration between the Unemployment office and association in which
unemployed people can do an “internship” for 3-6 months for free. Therefore the above-
mentioned costs are mostly related to expenses of licenses or purchases of any tools to be
able to make the work.
Goals for First 12 Months of Launch
• Get at least 5K visitors monthly to the website.
• Get at least 10 sellers.
• Collect 400 email addresses.
• Create 3 Facebook and Instagram ad campaigns (1 ad campaign/month).
• Create 1 LinkedIn ad campaign.
• Create 3 Google ads campaigns “PPC and Display” (1 ad campaign/month).
• Contact at least 2 influencers/bloggers to talk about My Eco Best Friend with their
followers.
• Post at least 5 posts/week on social media platforms.
• Publish 12 high-quality videos on YouTube.
• Reach at least 3.5K followers on Facebook.
• Reach at least 3K followers on Instagram.
• Send at least 1 weekly newsletter.
• Post 2 blog posts/week on the website.
GO LIVE
2024 Quarter 1 & 2
Youtube Video Ads PPC: 10 CHF/Day * 6 (here) 2’000 CHF
Influencers (Youtube/Instagram) 3’000 CHF
Social Media
• Engage with my audience in innovative ways such as
using interactive quizzes or live videos and keep them as
active and entertained followers.
• Identify social accounts with similar demographic
followings and work with them. Look for specific groups
and host social media contests to make my social
collaboration worthwhile.
0 CHF
20 minutes – Advertising 5’000 CHF
Quarter 3 & 4
Marketing emails: Keep users registered to the platform
engaged and convince them to come back.
3’000 CHF
Social Media: Keep expanding presence.
Networking: Keep expanding.
Total Cost 15’000 CHF

26. 25
Key Performance Indicators
• # of website visitors.
• # of email addresses collected.
• # of suppliers.
• # of ad campaigns created.
• # of influencers/bloggers contacted.
• # of posts on social media platforms.
• # of Instagram and Facebook followers.
• # of videos posted on YouTube.
• # of blog posts.
• # of newsletters sent.

27. 26
SALES & DISTRIBUTION METHODS
How will my customers get my products & services (FIXED PRICE)?
My Eco Best Friend platform is only a “middleman” between buyers and sellers. The
process goes as follows:
Option 1 – Find through My Eco Best Friend Search Engine
• Users connect to My Eco Best Friend (www.myecobestfriend.com)
• They go to the marketplace and search for a product or a service.
• They select the item and add it to the shopping cart and proceed to the payment.
o Payment methods is through payment gateways using type of payment systems
such as Visa & Mastercard.
o Payment will be split into 2, one for the seller, one for the platform owner.
• Seller will then receive the order and take care of it.
o For products, users can choose either to get it delivered at home and pick it up
at the seller store.
Option 2 – Click on Ads
• Users connect to My Eco Best Friend
• They see an interesting add and click on it.
• After clicking, they are redirected to the product description.
• They can decide to add it to the shopping cart and proceed to the next steps.
Same process as on option 1, only that the entry point is the ads and therefore additional
charge will be applicable.
In both cases, My Eco Best Friend will not be responsible for taking care of the order and
the delivery to the buyers, but the seller will be fully accountable for it.
Option 3 – Download My Eco Best Friend App
Same as option 1 and 2, but in this case, instead of the website, the user can download the
app available on Apple Store and Google Play.
Option 4 – Find a product or service on a search engine.
Thanks to SEO optimization, when searching a specific product on a search engine such as
google, user can find a link as available options and then be redirected to the product page
on the site.

28. 27
How will my customers get my products & services (QUOTE BASED)?
My Eco Best Friend platform is only a “middleman” between buyers and sellers. The
process goes as follows:
Option 1 – Find through My Eco Best Friend Search Engine
• Users connect to My Eco Best Friend (www.myecobestfriend.com)
• They go to the marketplace and search for a product or a service.
• When they see item with “Request Quote” instead of a price indicated, user can select
the item and click on “request quote”, then fill out a form and send it.
• My Eco Best Friend administrator will receive the request and act as the middleman
between the seller and the buyer. Once an agreement on the quote has been agreed, a
final quote with price will be entered in My Eco Best Friend platform in the buyer
shopping cart.
• Buyer can then proceed to the payment with possibility of multiple payments (i.e.,
only a % paid in advance and the rest when delivered).
• Seller will then receive the order and take care of the delivery of the product or
service.
Option 2 – Click on Ads
• Same process as on option 1, only that the entry point is the ads and therefore
additional charge will be applicable.
Option 3 – Download My Eco Best Friend App
Same as option 1 and 2, but in this case, instead of the website, the user can download the
app available on Apple Store and Google Play.
Option 4 – Find a product or service on a search engine.
Thanks to SEO optimization, when searching a specific product on a search engine such as
google, user can find a link as available options and then be redirected to the product page
on the site.
How can my sellers publish an add on My Eco Best Friend?
All they need to do is to:
1. Connect to My Eco Best Friend
2. Go to “the seller dashboard page”
3. Include the content you want to publish in the “publish an add” form.
4. Site Admin will then review the request and approve the publication and ask you to
pay for the add
5. Once payment is received add will be put online.

29. 28
OPERATIONAL PLAN
What is the Legal organization structure and why I chose it: Non-profit Association.
• Being Freelance was not an option as I do not want to take personally the risks related
to the operations of my company. I want to guarantee some protection for my family.
• Public Limited company could not be an option as the minimum capital is 100’000
CHF which is too high for my business.
• Limited liability company could make sense but not only there was a need for 20k
capital but to make such company work it would require several human resources
with high skills, which could represent a very high salary expenses for this company.
Company Location:
• Address: Fribourg, Switzerland – Exact address to be determined.
• Description of business site: No specific need for an office as
o The business will be fully based on an online platform.
o No need for a warehouse as goods will be stored on seller side.
o No need for any other space for IT server as platform is hosted by a third-party
provider.
• Relevant laws and by-laws related to location:
o Swiss confederation laws and regulations.
o Canton of Fribourg laws and regulations.
o European Laws and regulations.
o See “Laws and Regulations” part hereunder for more information.
Production Process and capabilities:
• Key asset of this business is My Eco Best Friend online platform.
• All the owner needs to manage this business is a laptop, a phone and Internet
connection.
• Any IT Infrastructure will be managed by a third-party provider.
• From a software point of view, mostly traditional office software applications
(O365,…) are sufficient to start with as well as Wordpress application for the site.
Staffing projections (hired and/or contracted):
No staffing formally hired by the company. As we are a non-profit association the
objective is to create a network of volunteers to cover some of the operational tasks.
Aside the volunteers, the association will have a core team made of the CEO (Gaëtan Bio),
the IT Support (Syal Khan) and ideally a Marketing & Social Network Manager as well as a
Procurement & Sales Manager. This core team is not expected to be paid until the
platform is starting the generate revenues.
Any expertise that cannot be covered by My Eco Best Friend core team and volunteers will
be externalized to a third-party provider.

30. 29
Guarantees and warranties offered:
Guarantees related to the use of My Eco Best Friend:
• IT Service Level Agreement to guarantee that the platform will perform as expected
and support will be provided to end-customers.
• My Eco Best Friend Charter of Ethics to guarantee that information provided by
admin or sellers on the platform can be trusted.
• Seller & Buyer Terms & Conditions to ensure that any user on this platform will
comply to related country laws, regulations as well as My Eco Best Friend company
internal policies.
• GDPR compliancy to guarantee the correct use of users’ personal data.
• Trustable IT Data hosting provider (i.e., Infomaniak) to guarantee the security and
safety of user personal data.
• Copyright & Trademark compliancy, to guarantee no copyright nor Trademark
infringement on this platform.
Regarding the guarantees (quality, return, refund, claims…) this will be depending on
each seller conditions. Any seller who wants to sell on My Eco Best Friend, will have to
ensure that guarantees information will be highlighted on the platform and applicable.
Professionals and Advisors:
Advisors and professionals to be validated before association creation.
Bank / Credit Union name and location: Revolut LTD - TBC
Type of supply Supplier contact info Payment terms
IT Hosting &
Maintenance
support@infomaniak.com Yearly Licenses
Marketing & Social
Networks
TBC Invoices
IT Support sayalafridai@gmail.com TBC
Legal TBC TBC
Sales & Procurement TBC TBC
Finance & Accounting TBC TBC
Telecom TBC Invoices
Products & Services
Providers
Various Swiss sellers 0 day (Commissions)
Advance payment (Membership)
Dokan Standard
Support & Maintenance
support@wedevs.com Advance payment
Other plugins Various third-party providers Yearly Licenses

31. 30
LEGAL & INSURANCE OVERVIEW
Below you can find a list of key legal points to be covered as part of this business. The list
is not exhaustive. All legal aspects will be reviewed by an expert and covered before the
company is created and the product is put on the market:
• GDPR (here) and Swiss Law on data protection (here).
• Intellectual Property (Copyright, Trademarks….) (here).
• Swiss and European e-commerce laws (here).
• EU P2B Regulation (here).
• Online Advertising Regulations.
• Laws on online brokerage.
• Key other points (here and here).
o Statements to users on tax & social obligations.
o General Terms & conditions of Use.
o General Terms & conditions of Sale.
o Regulations around Online Reviews.
o Seller & Buyers Charter of Good Faith.
o Personal authentication on payment transactions.
INSURANCES
Below you can find a list of key insurances that will have to be covered as part of the
company creation. This list is not exhaustive. All insurance related aspects will be
reviewed by an expert and covered before the company is created and the product is put
on the market.
• LPP.
• AVS, AI et APG.
• Accident insurance.
• RC (Responsabilité Civile) insurance.
• Content insurance.
• Legal Protection insurance.
Type of Insurance Agent or Broker contact information Cost per year
RC & Legal Protection* Helvetia 1307 CHF
Cyber * Helvetia 889 CHF
Perte de Gain – Employee** Helvetia 2641 CHF
Accident LLA & LAAC** Helvetia 3088 CHF
LPP** Helvetia 20’673 CHF
*Only applicable if “part-time activity”
**Based on 190’000 yearly salaries

32. 31
RISK ANALYSIS
Type of risk Risk Description Risk Response
Product Risk Decide what you are selling and be able to
explain what your product is, the problem(s) it
solves and why it is worth investing in it.
• See on previous pages: “WHY
WILL THIS BUSINESS
SUCCEED?”
Market Risk Know your customer and why, how, and where
they buy related products.
• See on previous pages: “MARKET
RESEARCH AND ANALYSIS”
Financial Risk Build a strong business plan & implementation of
it to reassure your investors.
Find investors (angels, crowdfunding, bank).
Plan Revenue/Expense properly to ensure
viability.
• Business Plan – In Progress
• Find Investors – Not Started
• Financial Planning – In Progress
Team Risk Need a Great Team
Need Mentor
Team:
• Frontiera Connection,
• Wedevs
• Syal
• Legal - TBC
• Finance - TBC
• Friends & Familly
Mentor:
• Promotion Economique
• Venture Lab
Execution Risk Company trajectory and strategy
Dichotomous approach of assessing the details,
at least in the early stages, while maintaining a
keen focus on overall business execution, will
ensure the highest likelihood of long-term
success.
• Product Development Strategy –
Good Balance
• Business Administration –
Planned
• Financial Strategy - Planned

33. 32
FINANCIAL PLAN
FINANCIAL ASSUMPTIONS
Period – 2023 - 2024

34. 33
Period – 2025 – 2029

35. 1
Appendix – CV of Business Owner

36. 2

37. 3