BlueBird Climate

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BlueBird Climate

🪽Bluebird Climate

Founded in 2021 by Jamie McCroskery, Anisha Gupta, and Dennis Lee, Bluebird Climate has developed an industry-leading software platform that offers on-demand Lifecycle Assessments, packaging waste & recyclability analysis, and consumer transparency tools for the CPG & consumer goods industry. To date, the company has supported more than 100 leading brands spanning beauty, personal care, wellness, and supplements, such as Krave Beauty, Ritual, Summer Fridays, Glow Recipe, ILIA, Dieux Skin, Experiment Beauty, Versed, and Doré, to develop and optimise 1000+ products leveraging its proprietary sustainability and supply chain datasets across carbon, waste, and recyclability dimensions.

NEW YORK, April 24, 2024 /PRNewswire/ -- rePurpose Global, the leading plastic action platform, announced today the acquisition of Bluebird Climate, a sustainability software company that helps consumer brands assess, improve, and transparently communicate the environmental performance of their products, ingredients, and packaging.

♻️Why BlueBird?

Last year, the world had marked the first ever 'Global Plastic Overshoot Day'. That was the date when the amount of plastic waste generated globally exceeded the world's capacity to manage it.

A whopping 220 million tonnes of plastic waste are set to be generated in 2024, visually that's almost:

🫸 wait, i asked ChatGPT for help:

While the consumers across the globe [like you and me] recognise plastic pollution and pressure Brand's to take action. [69% of consumers want businesses to communicate more about sustainability]

So, Whether you're a seasoned pro or just getting started, Bluebird by rePurpose Global gives your brand tools to stay relevant amidst changing regulatory, retailer, and customer demands!

❓What does BlueBird * REALLLY * do?

In simple terms: similar to how you have policybazzar to buy insurance, Zerodha to evaluate your investments and purchase new ones, colony aunties to investigate every step of your life and what you can do better, BlueBird Climate acts as an advisor to brands on their sustainability & packaging!

But nothing is ~~really~~ simple right? [HAHA]

Imagine [or maybe you already are] you are a B2C business,

Here are some very common pain points:

Pain points are a great Segway into key features that BlueBird solves for each bucket of problems:

For my non-climate friends: [let me- Explain Like I'm Five]

1. You know consumer's want

YOU to take action & responsibility, let's be real,

YOU pollute, YOU need to own your shit.

2. Hick's law takes over, there is so much you can do but hey, greenwashing claims are rising because consumers are smart & regulatory bodies are strict! you need to play it safe, but man, first mover advantage is a bandwagon we all want to jump on!

3. So rather than hiring 5 people: one to tell you what you're doing wrong, one to tell you how to fix it, one to actually fix it and one to tell you how to communicate it & one to hire all the above: you hire one person [yes, that's us!]

4. Bluebird let's you do the following:

a. Add your SKUs

[you can start with just one]

b. Add information around composition of product and supply chain

[where do you manufacture, where do you sell it, how does it go there]

c. we help you add this data, You see we can look at a product's image and guess majority of the information

[I know, packaging industry is not creative, it's same things different fonts]

d. once you add all the data, we tell you hey: this is how much you pollute

by carbon emissions, waste pollution and recyclability of your product

e. we make this data visual

[your pie charts, graphs etc!] [you see, you don't need an expert to do this, you could be a marketing manager or even the founder and still understand what's your products composition!]

f. now, take this visual data and show off! embed it on your website, add it on your socials.

g. Make long term plans, play around to understand how you can repackage your product [replace the PP bottle with Aluminium, compare the two like you could on Amazon and make your choice!]

h. Build new products, measure the pros & cons of different materials and their impact on the environment! like does a glass hand wash bottle really help? [you don't need an R&D team anymore, you can test first before you push resources into actual development!]

🤔 Who really uses BlueBird?

	🦦 Otter 🦦 [🏆 Champion Brand]	🐬 Dolphin 🐬 [Strategic Partners]
Company Size	Employees > 20 Revenue > 10M$	Employees 20-50 Revenue 10M$ - 25 M$
Product Distribution	Majority D2C website/socials + maybe present in a few boutique retailers	D2C + Some retailer presence
Location	US/UK/Australia	US/UK/Australia
Industry	BPC	BPC
Funding Raised	-	VC/Angel funding
Stage of Company	PMF	Early Stage
Brand Motive	New young brand, they want a core brand identity! They want their consumers to resonate with them and gain brand loyalty from day 1 : brand identity + revenue driven	Sees the opportunity for brand integration and responding to conscious consumers, but evaluates it with a clear ROI lense. Most of them also are driven by FOMO! Also see bluebird as a major value add from a legislation perspective. : brand identity + competitor pressure + revenue driven + legislation
Conversion Cycle	2-3 weeks Lower TTV	4-6 weeks higher TTV
What features do they like in the product?	Website Widget: most small sized brands are looking to acquire new customers, they love the ability to embed the widget and provide full transparency to the customer in their shopping experience! Product composition AI tool: don't have a lot of internal hygiene, or in-house experts in supply chain. they rely heavily on bluebird's algorithm & database.	Website Widget: they want to stand out from the competitors, they go an extra mile and teach their customers how to recycle their products! most such brands also have re-fill products. New Product Development: they want to grow and develop new products but have limited R&D budget! this enables them to not hire an expert for supply chain and solve this in-house! Repackaging tool: you snooze you loose attitude. clean beauty is a competitive space! they love this feature to continuously improve their product composition.
What's the frequency of use?	High Since they mostly look to integrate widgets on their website, they are more prone to use the tool for maintenance.	Low since LCAs, NPD and repack is not a recurring activity for a business.
What's the willingness to pay? Based on ACV	Medium	High

While "Dolphin" category has a higher willingness to pay, from a business lense these brands are a good to have to increase our credibility but they rarely speak out about Bluebird, additionally if a business doesn't go beyond LCAs and other repack tools its difficult to maintain retention since these are one-time activities whereas, it's the "Otters" category that act as champion brands, 80% of these get serviced all the tools on the platform!

💼 JTBD

🪜 Level of importance	🥅 Goal	🦦 Otter 🦦	🐬 Dolphin 🐬
Primary	Functional	I want to get data driven sustainability insights of my product line	I want to get data driven sustainability insights of my product line
Secondary	Social	Clean beauty is competitive, I want to stand out with my customer comms!	Clean beauty is competitive, I want to stand out with my customer comms!
Tertiary	Financial	Can't hire 5 people, need cost efficient consulting. [even tho financial motive should drive the user, LCAs are mostly one-time activities]	Can't waste time to hire 5 people, need quick efficient consulting [even tho financial motive should drive the user, LCAs are mostly one-time activities]
NA	Personal

📺 User Stories

More Insights from the recent NPS survey:

🏂Onboarding Tear

Discovery to Onboarding Summary

Phase 1: Discovery to Trial

🧡 Self-Serve Journey

BlueBird Climate_ Onboarding Tear [Phase 1_ Self Serve Flow].pdf

💜 Demo Call Journey

BlueBird Climate_ Onboarding Tear [Phase 1 _ Demo call flow].pdf

Phase 2 : Trial to Upgrade [Offline Process]

Phase 3: Upgrade to Onboarding

_BlueBird Climate_ Onboarding Tear [Phase 3_ Upgrade to Onboarding].pdf

🚗 Activation Metrics

I started out with 4 activation metrics, after consulting my sales, AM and Product team [see column 3] we finalised on two metrics [highlighted in green]

🏂 Activation Metric	🤔 Hypothesis	💡 What did my sales/product team say?	🚦 Validate against Data [picked up from recent MBR software deck for July'24]	📐 Metrics to be Measured
Added the recycling widget on their website for 1 SKU in 90 days of onboarding	Adding the widget on their website reflects the brand's sustainability commitment and transparency with consumers and also adoption of bluebird in their brand ethos.	❌ Might not be the best for intent, because if the product has a high carbon emission [I don't want to show it, I only want to show it when its performing better than average, can’t be used for retention] ✅ good "Aha" moment for brands that are sustainably produced in their onboarding journey!	Widget Adoption: 40% of brands use widgets	#recycling widget embed [tracking right now]
Used 2 + internal tools in 6 months of onboarding	Utilising repackaging tools and new product development are two core offerings that showcase brand's intent in their sustainability mission.	✅ repackaging and New product development are the two core "AHA moments" that we have noticed especially on demo calls! ❌ these are high value, but repack + develop new products has very low frequency. These are more-one time activities.	NPD adoption: Total NPD: 253 Average: 3	#NPD created [tracking right now]
Have at least 4 users added on the portal in 60 days of Onboarding	Adding more users shows the brand's internal adoption and reflects more internal champions for bluebird within one company.	✅ Most clients in the past have churned because we had only one internal champion, once they left, it was hard to gauge interest.	User Count: Total: 147 Range: 1 - 15 Average: 4.32	#Total User per Brand [tracking right now] #User Create Date [tracking right now] #MAU [recommended, helps differentiate active VS inactive users] #User Function [recommended, since users across functions of marketing, sustainability, packaging is a good sign of internal adoption]
Have they added at least 10 SKUs composition & packaging information on the portal in first 30 days of Onboarding	Adding product information is the key indicator of TTV for a user, since without this information the tool cannot be utilised to it's full potential.	✅ TTV starts when you add a product + viewed the report. This is the only thing we can ask all users across the board!	Product Count: Range: 0-46 Average: 18.4	#Products Added [tracking right now] #Onboarding progress [tracking right now, measures the progress of adding company manufacturing information]