Turning consumer intent into a market force for sustainable spending
greenopia.com/invest
Problem
A marketplace clouded by greenwashing
Sustainable living shouldn't feel like a full-time job. Millions of people want to shop with their values, but they can't tell the real from the performative, and there's no trusted source to check.
Opportunity
A market ready to shift
$472B
SIZE OF THE LOHAS MARKET
Lifestyle of Health & Sustainability — growing 10%/year, 1/3 of US adults
70%
WOULD PREFER TO SPEND GREEN
But only 26% actually do, the gap we close
>9M
US MONTHLY GOOGLE SEARCHES
For sustainable shopping, living & eating
34M
US SMALL & MEDIUM BUSINESSES
Our licensing + attestation TAM
Solution
Making sustainable spending easy and fun
Trust
Data backed standards, facilitated by a simple self-serve assessment
Find
Promote verified businesses through a user-friendly interface and partnerships
Spend
Real world spending shift made easier with offers and promotions
Vetted businesses that are good for you, good for the planet, good for the community
The insight
Greenopia isn't just an app.�It's the trust layer for sustainable commerce
A unique, established methodology - designed by the Brenn School of Sustainability, and endorsed by the EPA - for assessing sustainability practices across 3 pillars: Good for You, Good for the Planet, and Good for the Community. Licensable data with 3 routes to market:
GREENOPIA TRUST LAYER
API LICENSING
'Green trust' data for
corporate brands
CONSUMER APP
Searchable directory
+ discovery
MERCHANT TOOLS
Self-serve sustainability
assessment
Greenopia can help users shop, eat and live sustainably, whatever surface they are using
Business model
Monetizing the shift
01
Licensing
ENTERPRISE
API access for corporate brands to integrate our 'green trust' data.
02
Subscriptions
MERCHANT
Free listing for businesses, with an option to upgrade to a merchant marketing package, starting at just $10 / month.
03
Affiliate / Lead Gen - Revenue
TRANSACTIONAL
Share on transactions directed to sustainable partners.
Business proposition
Simple mechanics, compounding upside
01
Volume
Our initial business model is simple: more users, more listings, more engagement Whilst the app is just the beginning, we need a consumer presence to establish our name.
02
Scale to $1M ARR
We charge a $10 / month marketing upgrade for a business to offer a promotion in the app. We estimate 10% of our customers will opt to upgrade, meaning we need 100,000 listings to reach $1m ARR.
03
Expand the Reach
With critical mass, we can introduce compounding revenue streams such as licensing our listings data, promoting green supplies to businesses, advertising and others.
Greenopia will be a 'sustainability marketplace' and trusted source.
Track record
Scaling a decade of authority into a digital solution
BUILDING ON A TRACK RECORD
120,000 verified business listings
75,000 printed guidebooks sold at $17.95
EPA-awarded proprietary assessment system
Partnership with American Express
TO TODAY
Self-serve, automated verification engine
Updated research with in-depth user study
Partnership with UCLA
Live in SF & LA, with more in the pipeline
2000+ businesses published in the app
Progress to date
Momentum
Aug '24
Jon joins Gay to co-found Greenopia V2
Nov '24
Engaged Parallactic Consulting to build self-serve assessment + database for scale
March '25
Professional user study completed
May '25
Proprietary Self-Serve Assessment testing
July '25
Crowdfunding campaign live on Netcapital
Aug '25
Engaged UCLA interns (data science + full stack + finance) to build app prototype
Sept '25
Actively onboarding businesses in SF
Nov '25
Engaged Somnio Software in Montevideo to build production app
Feb '26
App beta live with 50 users (CSAT 76%, Ease of Use 88%)
March '26
API developed — enabling licensing
April '26
Soft launch of the app in San Francisco ahead of Earth Day
SUCCESS POINTS
• 200 new businesses live for launch
• 20,000 YouTube views
• Patent planned
• 15,000 followers across social media
• $152,000 raised to date
• Registered trademark
• Early feedback 5 star avg app review
• 5 paying customers live
“
We've been saying for years "where we spend our money is our most powerful vote." Greenopia will give this generation the trusted guidance to vote for a greener world.
RYLAND ENGELHART
Co-founder of Cafe Gratitude & Kiss the Ground
Founding team
The people behind Greenopia
Gay Browne
CEO & FOUNDER
30-year Founder, Author and Sustainability Expert with a background in Sales (American Express & LA Times). Gay was inspired to create Greenopia when she discovered how much work was involved in researching businesses to keep her family healthy.
Jon Cross
COO & CO-FOUNDER
Ex-Google Director of 20 years, driving customer experience operations globally for Google Ads. Startup experience across the US and UK across various industries. Jon and Gay were introduced by a Google friend in common and Jon immediately saw the scale potential of Gay's vision in the US and globally.
The wider team
Who's building Greenopia
FOUNDING TEAM
• Gay Browne, CEO & Founder
• Jon Cross, COO
CORE TEAM
Engineering, Sales & Marketing, Operations, Data
• Steven Lucy
• Matias Indacochea
• Clara Raubertas
• Adriane Reilly
• Kiersten Roth
• Ashley Varghese
ADVISORS
• Solid Advisory Board from diverse backgrounds including Google, PayPal and the Leo di Caprio Foundation amongst others
SUPPORTERS
• Beneficial State Bank
• EWG
• Green Living Magazine
• The Nature Conservancy
• Parks Channel
• UCLA
• Waterkeeper Alliance
“
Greenopia fulfills a need that hasn't been addressed to date: systemically moving consumer spending towards sustainable, responsible businesses. I'm excited to see their shift to a digital solution after proving the demand in their print version.
CHIP CONLEY
NY Times bestselling author and founder of MEA
Competitive positioning
Where we sit in the market
MERCHANT-FOCUSED
PRODUCT-FOCUSED
CATEGORY-FOCUSED
HOLISTIC ACROSS SECTORS
COMMONS
Competitive edge
Bridging the gap between unverified search and expensive audits
FEATURE
GREENOPIA
YELP / GOOGLE
B-CORP / EWG
Trust Level
Low (User Reviews)
High (Attested)
High (Audited)
Scalability
High (Automated)
High (Crowdsourced)
Low (Manual/Slow)
Local SMB Focus
Primary
Secondary
Minimal
Integrity Model
Formal Attestation + User Input
Noisy Opinions
Deep-Dive Audit
The gap: high scale AND high trust, verified without the cost of a formal audit.
Defensibility
A 15-year head start no one can copy
PROPRIETARY IP
Registered Greenopia® Trademark + Patent Re-Submission For Our Automated Attestation Engine
R&D & LEGACY
15 Years Of Methodology Refined Through 120,000+ Historical Business Listings. We Aren't Guessing The Standards; We Defined Them
TRUST BARRIER
As The Established "Green Michelin Guide," We Bypass The Years Of Brand-Building Required For New Entrants
FOUNDER-MARKET FIT
A Unique Fusion Of Pioneer Sustainability Expertise And 20-Year Google Ads Operations
The moat: we're using this round to codify a 20-year methodology into a patent-pending engine, turning legacy into a scalable, licensable asset.
SWOT analysis
Leveraging a 15-year legacy to scale the future
STRENGTHS
• Expert LCA methodology
• 20yr sustainability authority
• Founder mix: tech, eco, creative
WEAKNESSES
• Lean, decentralized team
• Early-stage capital constraints
• Moving from legacy to live assets
OPPORTUNITIES
• $0.5T LOHAS market
• Blue chip partnership opportunities
• Ad spend: SMBs spend $1k/y on marketing
• Global scale: replicable city model
THREATS
• Copycat risk (if unpatented)
• Yelp/Google surface filters
• User inertia: adoption tax
Mitigation: We're using this seed round to automate our 20-year methodology into a patent-pending engine, neutralizing 'copycat' threats and scaling our lean team to full-time capacity.
Risk management
How we protect the downside
STRATEGIC RISK
MITIGATION STRATEGY
Data decay
Sustainable practices change over time
Dynamic recertification
Annual digital check-ins + user flagging
Acquisition cost
High digital marketing overhead (CAC)
Legacy leverage
Using 75K book-buyer base for organic growth + partnerships
Brand neutrality
Risk of 'pay-to-play' perceptions
The firewall
Verification is earned via data, never via sponsorship
Platform encroachment
Google/Yelp could add competing green filters
Depth of data vs surface metrics
Giants rely on light self-reporting; we offer 3rd-party assessment + 20yr legacy of trust
Marketing & sales strategy
Scaling trust via network effects, digital ops & AI
SELLING CYCLE
High-velocity digital onboarding from discovery to self-serve verification
REACH
Leveraging Gay's extensive sustainability network, industry allies, and targeted social media
DISTRIBUTION
Freemium-to-premium model; direct-to-SMB web platform + strategic API integrations licensing
EXECUTION EDGE
Led by a 20-year Google Ads operations executive — applying world-class scaling playbooks, leveraging AI
POSITIONING
The "verified green guide" — occupying the high-trust, high-scale gap between Yelp and B-Corp
BUDGET
15% of funding dedicated to metrics-driven acquisition and brand awareness
Financials
Yearly Revenue & Earnings
Exit strategy
Prioritizing impact & strategic alignment
MISSION-FIRST
Favoring independence or strategic acquisition over IPO
M&A OPPORTUNITY
Open to early- or mid-stage acquisition by partners who can 10x our reach overnight
TARGET ACQUIRERS
Search/data giants: Google, Apple, Amazon (integrating our 'trust layer'). Financial services: AMEX or JP Morgan (enhancing sustainable card-member perks). ESG leaders: tech conglomerates looking to own the local 'green' vertical.
WHY NOT IPO?
Public market quarterly pressures conflict with the long-term integrity required for a verification-based business
Investment
Our ask: $1.5 to 3m to scale
Proof-of-concept round. Small check, meaningful stake, positioned ahead of the platform scaling milestone.
USE OF FUNDS
Salaries
32%
Technology
22%
Operations & Data
21%
Sales & Marketing
15%
Legal
6%
Content Partnership
5%
WHAT INVESTMENT UNLOCKS
Automate attestation at scale, turn our 20-year methodology into a patented engine��Ship the API so corporate brands can integrate our 'green trust' data��Scale the sign-up flow to onboard thousands of local businesses via self-serve, and market the app
Help lead the shift to�conscious consumer spending
Greenopia was built on the belief that collective action creates systemic change. We're looking for more than investors, we're looking for partners who believe where we spend our money matters. When you join this campaign, you're helping us build the tools that make sustainability the global standard. Good for you, good for the planet, good for the community, and good for your portfolio.
Invest
CONTACT
Thank you.