Acquisition project | rePurpose Global

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Acquisition project | rePurpose Global

The "WHY"

Plastic pollution is a global problem, with leaks into nature and oceans set to triple by 2040. All existing reduction commitments, if met, will lessen this fact by only 7%. Meanwhile, 75% of consumers are willing to pay more for sustainable products, and businesses with those sustainability claims are growing 270% faster than others and amongst all this, alternatives to plastic are expensive and difficult to replace!

At rePurpose Global, we’re addressing this crisis head-on. We help businesses achieve verified, high-quality impact against plastic pollution through our global network of projects. Our approach not only combats plastic waste but also priorities community development. Partner with us to make a meaningful difference and meet the growing consumer demand for sustainability.

The "what" does rePurpose Global really do?

How difficult is it to take responsibility on the plastic in the product & packaging?

How do I trace the impact I create? is it ethical?

How to communicate sustainability journey with my consumers without greenwashing?

Plastic Recovery Pledge is not the only solution, how do we make long-term commitments?

Take Immediate Action

By contributing a fixed amount based on revenue brackets for your brand.
Kickstart your sustainability journey in 2-3 weeks!

Maximise the impact created by every dollar contributed

Access to world's largest network of plastic recovery projects with over 2000+ waste workers positively impacted through 14 projects across global south.
Get traceability of contributions by proprietary tool reTrace
Promised 100% Additionality: i.e without our co-created impact's intervention the waste would have been unethically disposed

Engage - consumers, retailers and employees with powerful resources

Integrate brand cart widget and communicate live impact with your consumers
Integrate logos in your product packaging
Enter New Retailers And Gain Incremental Shelf Space
Boost Employee Engagement and Retention with workplace initiatives

Bespoke technology tools

Bluebird: conduct credible, rapid LCAs at a fraction of cost & time
Access custom build brand portal for live impact tracking and resources

Core Value Proposition

Impact that is good for all, the Business (& it's topline!) , nature & It's people!

Take Immediate action on plastic pollution by financing regions with a massive gap in waste infrastructure & uplift the waste warriors on ground.

Understanding the Users

There are three Key user buckets:

CEO, Supply Chain, Finance

About:

Senior leadership, finance, or supply chain professional.
Titles: CEO, Finance team, Head of Supply Chain
40-55 years old, with a university degree, and 10-15+ years in the sector.

Mindset:

Whether there is an existing sustainability or plastic strategy or not, decision makers will need to be sure that rPG represents good value for money (e.g. vs competitors, alternative sustainability or CSR investments)
With ambitious growth plans the partnership should represent a positive brand building opportunity (and not a reputational risk).

Pain Points:

Risky - lack of social proof/evidence of the business case to justify the additional spend. Risk of greenwashing is potential risk to brand reputation.
No time/no need - prioritising other aspects of the business at the moment and/or already have a portfolio of environmental claims.
Opportunity cost - money can be better spent elsewhere to directly support brand growth and customer connection.

Marketing

About:

Creative and strategic marketing professional
Titles: Chief Marketing Officer, Head of Brand, Brand Manager
30-50 years old, with a university degree, and 10+ years of experience in marketing.

Mindset:

Focused on how partnering with rPG can help the brand to attract and retain customers.
Marketing and brand building expertise – will think about how rPG solutions can be used to positively communicate the brand.
Interested in marketing/brand integrations – case studies may help.
Less concern about the intricacies of how the impact is created.

Pain Points:

Crowded CPG sector means it’s difficult for brands to stand out. Constant pressure to be creative and have finger on the pulse. Rise of consumer-generated content makes it harder to control brand narrative.
ROI is notoriously difficult to prove from marketing, and with a recession looming: budgetary pressure.

Sustainability

About:

Sustainability professional who may have transitioned into their current role in the last 5 years through previous work in supply chain or other business functions.
Titles; Chief Sustainability Officer, Director of Sustainability
30-50 years old, with a university degree, and 5+ years’ experience in the CPG sector.

Mindset:

Passionate about the impact – want a credible solution that matches the brand’s ambitions.
Advanced knowledge of sustainability issues – will strive to avoid greenwash.
If persuaded could act as an internal champion.
Less concern about communicating impact but may need robust data to report.

Pain Points:

Difficult to meet headline targets on reducing plastic use without economically viable alternatives.
Competing pathways towards sustainability create choice complexity - there is no “right” answer.

Understanding your ICP

	ICP1	ICP2	ICP3
Name	Otter	Dolphin	Whale
Company Size	Employees > 20 Revenue > 10M$	Employees 20-50 Revenue 10M$ - 25 M$	Employees 50 + Revenue 25M$ +
Product Distribution	Majority D2C website/socials + maybe present in a few boutique retailers	D2C + Some retailer presence	Fighting for retail presence. Just making it to the wholefoods of the world. Perhaps ecommerce like Thrive, Grove etc
Location	US/UK/Australia	US/UK/Australia	US/UK/Australia
Industry	CPG	CPG	CPG
Funding Raised	-	VC/Angel funding	Sizeable financing events series A-C. potentially still privately owned or bought by f500
Stage of Company	PMF	Early Stage	Mature Stage
Decision Maker	Founder/CEOs	Founder, C suite, Director	Founder, C suite, Director
Decision Blocker	Founder/CEOs	Marketing/Finance fear of greenwashing brand ROI	Sustainability/Finance fear of greenwashing brand ROI more concerned with long-term commitments rather than short-term goals
Brand Motive	Space for very core brand identity integration, that they hope will be something all customers (including new ones) will strongly associate with the brand. Not much gauge of a budget for this effort.	Sees the opportunity for brand integration and responding to conscious consumers, but evaluates it with a clear ROI lense. Seeking avenues for revenue amplification via plugging in external marketing tactics to sell more	Brand is striving to survive and stay relevant amongst the many competing established brands Internal compliance pressure is building and teams internal teams are trying to meet various ESG mandates
Frequency of use	High small organisation, usually needs both impact & marketing/storytelling toolkits Majority always only works with one partner to craft their sustainability journey	Medium Look for both, impact + opportunities to create marketing campaigns very aggressive with comms, look for storytelling more than credible claims	Low Majority only look for Verified plastic recovery [VPR] as a product They have in-house brand/PR teams to communicate their journey, they just need VPR they don't need our brand usually work with multiple partners on their sustainability mission
Conversion Cycle	2-3 weeks	4-6 weeks	6-12 weeks
Decision making time	Quick almost no internal push-pack apart from budget	Medium usually quick, only edge cases	High major pushback, many internal stakeholders for approval
ACV	3500 $	40000$	250000$

Criteria	ICP 1 [Otter]	ICP 2 [Dolphin]	ICP 3 [Whale]
Adoption Curve	High	High	Low
Appetite to Pay	Low	High	High
Frequency of Use Case	High	High	Low
Distribution Potential	High	High	Low
TAM	Low	High	High
		🏆 WINNER 🏆

Understand Market

(begin by doing a basic competitor analysis)

Factors	Clean Hub	Plastic Bank
What is the core problem being solved by them?	Fund plastic waste collection and be part of the solution to plastic pollution.	Stop plastic pollution and end poverty
What are the products/features/services being offered?	Verified Plastic Recovery [VPR] Provide certifications for brands based on VPR claims Plastic recovery live tracking	individual: Ocean Stewards and Plastic Net Zero; also offer merchandise and certificates on via e-commerce Brands: Social Plastic Feedstock and Impact Programs [includes toolkits, impact certificates, Purpose GPT]
Who are the users?	B2C Individuals	B2C Individuals
GTM Strategy	Targets brands across all industries by making a 3 step process to purchase VPR with key component of live dashboard	Target both individuals & brands, by converting recovery into "plastic bottles" equivalent. this changes the impact measurement currency and makes it easier to understand. Follows "law of three" pricing with three solutions for brands to create impact, making middle option most lucrative!
What channels do they use?	Social Media Content Loop a) blogs/ content hub : create content that is relevant, updated and pushes traffic on their website
What pricing model do they operate on?	They have 4 tiers of offerings: 1) Starter: For small brands, selling online, that want to make a splash. - €499.00 / mo (~$543) 2) Change Maker: For fast-growth brands to turn consumers into superfans. - €999.00 / mo (~$1087) 3) Ambassador: For high impact brands that want to maximize ROI. 4) Disruptor: For big brands that want to transform their business.	• Impact Programs can have contributions from brands based on 1000,5000,50000 bottles recovered monthly starting at 100$ to 1000$/monthly • Individuals: Offer plastic net zero certificates for $84, $168, $252 as well as ocean bottles for $100 and $500; they also provide a space for individual contributions (either one-time or recurring on a monthly basis)
have they raised funding?	$11.9 M (over 2 rounds - recent round $7 M)	$14 M; 1 funding round - Seed, June 8 2023
Brand Positioning	• Their branding in general is very clean, succinct, and easy to consume. Even from client testimonials, it is clear that they like how easily CleanHub is able to convey their impact across channels and that provides ROI. • Furthermore, they're also big on transparency, and their live impact dashboard is spoken about a lot to draw in prospective clients and provide credibility. • Though their impact numbers aren't nearly as high as ours, they are able to make it seem like they're having a greater impact because of how well they communicate said impact.	• Big on accommodating to all populations; they place emphasis on how they have solutions for individuals, small businesses, and large brands. [Merchandise and individual Ocean Steward opportunities that allows B2C services and consumer base] • They also place a big focus on their blockchain technology that is collaborated with IBM to prove credibility and transparency.
UX Evaluation	The homepage has solid CTAs broken into: a) Website has a clear CTA to "pick a date" and hop on a call b) option to get started immediately i.e opt for VPR based claims and access the product	clunky website, doesn't talk about "end poverty" or the social impact the plastic recovery creates
What is your product’s Right to Win?	Live reporting: their live tracking integrates AI to directly verify the plastic collected by the projects, this technology is majorly flawed since just images are not enough to verify recovery. Our reTrace technology focuses on human intervention to ensure every KG of plastic can be traced back to the source Additionality: basically means that the plastic recovered must only be type with lowest recovery rate in that region to ensure that without the intervention by us, this plastic would be landfilled or dumped unethically	Live Reporting: Our reTrace technology focuses on human intervention to ensure every KG of plastic can be traced back to the source. this will feed on the brand portal! Social Impact: unlike Plastic Bank, it's key to focus on social impact that is co-created with VPR by waste worker stories & more! Additionality: basically means that the plastic recovered must only be type with lowest recovery rate in that region to ensure that without the intervention by us, this plastic would be landfilled or dumped unethically
What can you learn from them?	website: they have clear CTAs and clean view of their offerings social media: they focus on content that targeted the top pain points and questions of the ICP [crazy instagram game]	Offerings: "quick top up and pay" enables less friction during one-time engagements such as recovering double during plastic free july! Impact Account: creating a brand facing dashboard to provide all information in one place and improve client servicing too! [upcoming rePurpose's brand portal]

TAM

=Total number of CPG companies in the US x ACV

=158,700 [source] x 21,500$

= $3,412,050,000

SAM

= TAM X total % of CPG companies in the US that have plastic in their product and packaging

= 3412050000 X 80% [assumed value]

= $2,729,640,000

SOM

= SAM x Market Penetration [i.e companies who have sustainable market products, assuming those are either held by competitors or have in-house strategy]

= 2729640000 * 18.5 % [

source

}

=$491,335,200

Designing Acquisition Channel

Channel Name	Cost	Flexibility	Effort	Speed	Scale	Budget	Score
Organic	Low	High	Low	Low	Low	High	3 / 6
Referral Program	High	Low	High	High	High	Low	3 / 6
Content Loops	Low	High	High	High	Low	Low	4 / 6

Organic Search:

Understanding the incoming traffic on the website-

[Right now, there is no active SEO strategy we are following, apart from the few we had set up 2 years ago]

here are some keywords that we should opt for:

1. Plastic Footprint

A quick google search, and our SERP ranking is higher than our competitors, but deep-diving into this:

Our Authority score is substantially lower than our competitor Plastic Bank [43] vs rePurpose [8] the low referring domains and backlinks are main contributors into the low score!

Need to not just place Ads but also improve other factors to ensure we maintain this SERP ranking!

Circular Economy

Circular Solution

Plastic Recovery

we rank a 2 at the SERP level with a stronger authority, referring domain and search traffic! definitely a place we need to bet out money.

To overall improve our SERP, a quick analysis on black links:

while our Authority score is Mid, the main flag is how more than 50% of referring domains have a lower than 10 authority score! while these are gathered in the last 5 years & even most indexed pages are also old narrative that we used to push, around "plastic negative" "neutral" that we have retired in the last 2 years.

Majority of these referring domains are active clients, which does serve the testimonial purpose but doesn't account for credible agencies/PR & news houses that are thought leaders in this space.

Summarised next steps:

Keywords: identify the keywords that push the current narrative, and bet on those.
Domain Authority: work with credible referring domains such as GreenBiz, Sustainability in Packaging, Sustainable Brands and more. Ensure we collaborate with the right partners for PR campaigns to kill two birds with one stone of good PR + good referring domain!

Content Loop

A key driver in this industry is "trust", co-creating a brand's sustainability journey with them is a very intrusive job: you need them to change their mission, supply chain, comms with customers and so much more! Over the last 5 years, we have noticed that most folks believe in word of mouth, they want to see live examples of someone else who's been there and done that.

Content has to be placed with two core motives: what do our users read? where do they read it?

LinkedIn newsletter: [what platforms do our ICP read/scroll, what has credibility]

Blogs/newsletter Collaboration [what newsletters/blogs do our ICP subscribe]

Summarised next steps:

leverage employee linkedin!

we have content but no distribution right now. Utilize the senior leaderships and their connections to find the right people for the content we produce!

2. Partner with thought leaders in this industry [such as Greenbiz, Sustainable Brands etc] and competitors in this space to reach the right audience & improve referral domains/backlinks!

Partner Program

We want to target our ICP user by information, educating and nudging them to take one step at a time. Head on sales approach has nothing in it for the user! We want to find partners that interact, engage with our ICP

In the past one year, we have experiment with Thrive Market, 2023, of the 102 brands who initially joined the working group, 11 brands committed to 1.) plastic reduction and recovery strategies and 2.) a plastic footprinting assessment.

Next steps: go beyond retailers, since we only have two retailers that are in our coalition. let's explore organisations/communities in this space that work with companies that have sustainability in their Ethos! 1. Naturally Network: Naturally Network is the national organization for the natural and organic consumer product industry. Users: CPG founders and professionals, service providers, suppliers, investors2. INNOCOS: Brands that want to innovate and move towards a sustainable future. users: founders, senior leaderships of companies in beauty & cosmetics case