1. Overview
Adrian Grenier (Entourage and AlterEco star) and the Big
in Japan team have joined together to launch a mobile
application called ecohero™, a utility-belt filled with tools
for your mobile phone that help you become an ecohero.
Just spin the belt to see all of the tools available to you.
Most consumers would do the ʻrightʼ thing if they knew
what to do. With ecohero consumers can launch tools to
help them live a more ʻneutralʼ life. Launched from a
userʼs ʻutility-beltʼ, ecohero tools help users do the right
thing, but also provide them with ways to ʻoffsetʼ certain
behaviors.
Millions of consumers already Big in Japanʼs mobile
barcode scanning technology, ShopSavvy, to compare
prices now with ecohero they will be able to compare
more than just prices.
ecohero

2. Application Function
Once a user downloads ecohero to their iPhone or Android smartphone, they become an ecohero armed
with various tools (micro-applications) in the form of a utility-belt. Upon launch we plan to have six core
applications, but the system will allow inclusion of many more ʻtoolsʼ in the future. Core applications include:
• Product Scanner
Turns phone into barcode scanner
to analyze the environmental and
social impact of products
• Carbon Calculator
Uses GPS to help user understand
their carbon footprint
• Food Analyzer
Ratings and reviews on meat,
fish and veggies
• Nutrition & Exercise Tool
Calorie counter, exercise, diary
• Eco-encyclopedia
Light bulbs, batteries,
recycling 101, glossary
• Tasks
Good deed alerts, photos
and stories
ecohero

3. Application Function Example
ecoheroecohero

4. Micro-App Spotlight
The product scanner application is just one of the great tools available in ecohero. Using technology
developed by Big in Japan, the product scanner allows a user to scan a barcode and determine the
environmental, social and health impacts of products.
ecohero

5. Social Offsets
Upon installation, ecohero is connected to a user's Facebook account via Facebook Connect where ecohero
activity is displayed and shared. ecohero is persistent, reminding you each day to consider your impact on the
earth. Each action using any of the tools, positive or negative, is tracked by ecohero and users are offered a
way to offset negative impacts through monetary offsets or through positive actions (i.e. good deeds). The idea
is to maintain a zero balance.
ecohero

6. Partnerships
Our initial goal is to find a title partner/sponsor for each core micro-application.
The micro-application and optionally a standalone mobile application would be
skinned with the partners/sponsors brand and messaging. Partnerships range
from $100K to $500K (100% SOV, 36 month flight).
Our secondary goal is to build custom micro-applications for brands or interest
groups with a specific function in mind. This option should be especially
interesting to brands who are considering building a standalone mobile
application already.
Finally, we are hoping to work with existing green or ecofriendly mobile
applications to create ʻliteʼ versions for inclusion within ecohero.
ecohero

7. Timeline
• May 2009 Begin talking to partners/sponsors
• July 2009 Application Lockdown (initial partners onboard)
• August 2009 US Launch (w/6 micro-apps) on Google Android*
• September 2009 US Launch (w/6 micro-apps) on Apple iPhone
• November 2009 Secondary launch with 6 additional micro-apps
ecohero

8. ecoHero Team
• Adrian Grenier - Chief Hero & Co-Founder
• Alexander Muse - Sidekick & Co-Founder
• Scott Ryan - Business Development
• Rylan Barnes - Application Development
• Jason Hudgins - Application Development
• Clark Stiles - Design and User Experience
• Roxanne Daner - Design and User Experience
Learn more about Big in Japan: http://biggu.com
ecohero