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BTW: Behind the Walls magazine is a multi-platform media company devoted to beautiful, healthy, energy efficient and sustainable homes.
BTW: Behind the Walls magazine is a multi-platform media company devoted to beautiful, healthy, energy efficient and sustainable homes.
186 backers pledged $25,075 to help bring this project to life.

About

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$25,075

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What We Believe 

Environmentally sound, healthy homes can be as stylish as they are sustainable; as beautifully designed as they are responsible; as glam as they are green… and a lot less expensive than you might think. 

Now that eco-awareness is (finally and thankfully) skyrocketing, the country has exploded with new ideas for the home—everything from innovative, energy-saving technologies and home automation systems to products, decors, and furnishings that are toxin-free, sustainable and beautiful. Now you can live a green life at home without having to choose between what’s eco-friendly and what’s style-friendly, what’s efficient and what’s expensive. 

BTW is here to keep homeowners on the cutting edge, building a community that shares our vision of healthy, energy-efficient and sustainable building and renovation practices, met with beautiful design. We’re also here to educate the community about service providers and funding—in the form of thousands of rebates and incentive programs—to make that possibility a reality. We want to make it clear that living a healthy, energy-efficient, and happy green lifestyle is within reach… and it all begins in the home. 

What We Do

We’re creating a vibrant community of forward-thinking homeowners with BTW: Behind the Walls, a multi-platform media company that combines a magazine (both print and online), a website, social media, videos, blog posts, creative events, and—soon to come—podcasts and ecommerce, to help consumers envision and create a new kind of home and lifestyle.

Our goal is to help all homeowners understand, as they undertake some 20 million home improvement projects every year, how to do it more efficiently, more stylishly, greener, and healthier, using the best products, services and funding.

How We Do It 

 BTW has built a community of consumers, businesses, and service providers who share our vision of encouraging more and more homes that are healthy, sustainable, energy efficient… and gorgeous. Today there are so many different ways to create such a community and we strategically weave all of them together to embrace a multi-media approach. 

We start with our flagship publication, BTW: Behind the Walls magazine, in both its print and online versions. We still love print, as it remains a powerful and relevant way to reach audiences who value a tangible reading experience, while the online version of BTW engages readers with ideas and conversations in a faster-paced, more fluid way. We’re at the forefront of new technologies that engage the consumer—from social media and customized creative videos, to virtual and static events, and brand new digital marketing strategies. All of those bring homeowners together to generate new ideas, and to elevate the public conversation on what makes a great home. We plan to keep innovating and embracing new techniques and technologies to educate and engage consumers, service providers and product manufacturers. Success on Kickstarter will allow us to do just this! 

What We Want To Do

We want to bring the community, conversation, and lessons of BTW: Behind the Walls to more homes and consumers nationwide so we’ll use our Kickstarter funds in very targeted ways, including: 

  • Expanding the reach and size of our magazine by going from 44 pages to 96 pages, and increasing our circulation from ~100,000 to ~200,000.  Cost = $15,000
  • Upgrading www.BTW.build to handle more content and traffic. Cost = $5,000
  • Launching BTWradio to include podcasts and the BTWstore to sell healthy, sustainable and energy efficient products. Cost = $3,000
  • Platform to manage and track subscriptions. Cost = $2000

For us, the more money we are able to raise, the more we can do on all these fronts.

A Final Word from the Kids

U.S. housing is extremely energy inefficient: Our homes waste >30% of the energy they consume. This is despite the fact that every year, some 20 million homes undertake significant home improvement projects that on average cost more than ~$1,000. Yet there are more than 5,000 Federal, state, local, utility, and manufacturer incentives, rebates and loan-programs that can help defray a large portion of the cost of these projects if they incorporate energy efficiency strategies. Yet few houses take advantage of the rebate programs because owners often don’t know about them or realize how easy “greening” a project can be.

Whether viewed through the lens of national security, the environment, or the economy, this presents a huge opportunity. With a few straightforward steps, we can cut our energy use in homes by ~28% representing 3,160 trillion BTUs/year and 360 million tons of greenhouse gases annually. BTW aims to be part of this change that is so needed, and seeks to help people realize that much of it can be done in a way that celebrates beauty, health, comfort, and inspired ideas within the home.

Risks and challenges

The biggest factor that mitigates the risk of supporting us is that we are already an on-going media company. We are turning to Kickstarter to expand and accelerate our growth, so we can connect with more consumers about healthy, sustainable, and energy-efficient homes, and build an even larger and more engaged community of people who share our vision.

The fourth issue of our magazine will be distributed in mid-September via 50,000+ Wall Street Journal subscribers in MA, VT, and NH. We are transitioning to our new website (www.BTW.build) from 360Chestnut.com, and already the new site is receiving large amounts of traffic. As of July, 2014, BTW.build and 360Chestnut.com had a combined ~150,000 site visitors. The average visit duration is ~3 minutes. We have over 200 videos, which have been viewed over 20,000 times. For 59 keywords we are ranked in the top 3; for 104 we are ranked in the top 10. We have ~5,000 Facebook Likes and a growing of Twitter Followers. Our group of advertisers is substantial and growing.

The rewards that we are providing include a hard copy of the winter issue of BTW and a year-long subscription to the magazine. The Winter Issue is far into planning, with the articles nearly completed. There is always the risk that BTW goes poof because of reasons outside our control but with a boost from Kickstarter this risk is far less concerning.

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Support

  1. Select this reward

    Pledge $5 or more About $5

    Thank you! You will be sent a PDF version of our Fall 2014 BTW Magazine.

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    Pledge $25 or more About $25

    One annual subscription to BTW Magazine & a PDF version of all previous issues

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    56 backers
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    Pledge $35 or more About $35

    Not just a one-year subscription to BTW but an official BTW t-shirt that has our name on the front, left-breast but on the back is our famous tagline "What's Behind Your Walls?" with our own "winking thermostat" logo.

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    Pledge $49 or more About $49

    Eco-chic beauty products and services: Get gorgeous with a gift basket full of earth-friendly goodies from Green Koala and Verde Salon. Includes full-sized creams, lotions, and more, plus a conditioning hair treatment and blow-out services. Also includes an annual subscription to BTW.

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    Pledge $50 or more About $50

    BostonEco Event and our Kickstarter Launch - All of the above plus join us at the BostonEco Healthy Home event (https://www.facebook.com/BostonEco) and the BTW Kickstarter Launch after-party. This takes place the evening of Wednesday, October 1 at District Hall in Boston's Seaport District.

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    Pledge $50 or more About $50

    BTW Subscription & Milk Paint
    Get a pint of VOC-free, organic-only milk paint plus a one year subscription to BTW.

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    Pledge $75 or more About $75

    Two one-year subscriptions to BTW and two official BTW t-shirts that have our name on the front, left-breast and on the back is our famous tagline "What's Behind Your Walls?" with our own "winking thermostat" logo.

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    Pledge $99 or more About $99

    Get organized already! It'll be a snap, using healthy, sustainable, eco-friendly organizing boxes by Way Basics. Made from lightweight yet strong, formaldehyde- and toxin-free material, each set of cubes (which range from 6" to one foot wide/deep) can be organized in any way you want to provide a creative and beautiful way of putting all your stuff in order. Includes an annual subscription to BTW.

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    Reward no longer available 6 backers
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    Pledge $100 or more About $100

    Two annual subscriptions to BTW Magazine (one for you and your best friend), a PDF version of all previous issues and a signed copy of one great book on healthy, beautiful and sustainable homes by some of our partners, including Jeremiah Eck (the Distinctive Home), Bruce Irving (formerly This Old House), Stephanie Horowitz of Zero Energy Design, LDa Architects (Ideas for Dwelling), the Frackers by Gregory Zuckerman, and more.

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    Pledge $199 or more About $199

    A breath of fresh air: Anyone who deals with allergies knows what a Godsend a fantastic air purifier can be. RabbitAir makes some of the best-performing, best-looking out there; their award-winning BioGS 2.0 Ultra Quiet Air Purifier
    (http://www.amazon.com/Rabbit-Air-BioGS-Purifier-SPA-625A/dp/B00GH19UW0) system takes pollutants and allergens out of your indoor air, and turns it into incredibly clean indoor air. Plus an annual subscription to BTW.

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    Reward no longer available 3 backers
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    Pledge $200 or more About $200

    Two subscriptions plus a Gift Basket.

    Two annual subscriptions to BTW Magazine (one for you and your best friend), PDF versions of all previous issues & one amazing Gift Basket designed either by our Editor-in-chief Alexandra Hall which includes all sorts of local and sustainable foods or designed by our Founder, Harold Simansky, which includes all sorts of energy efficient products to kickstart your Eco friendly lifestyle.

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    Pledge $500 or more About $500

    Two annual subscriptions to BTW Magazine (one for you and your best friend) and a two hour design consultation with one of our sustainability, architecture and interior design gurus.

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    Pledge $500 or more About $500

    A home energy makeover: Find out how to save up to thousands of $$ in the winter on heating your home, and learn what easy, specific steps you can take to make your space a healthier overall environment for you and your family. You'll get them in-person during a three-hour energy audit by BTW's CEO and home energy expert Harold Simansky. All of the above rewards are also included.

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    Pledge $750 or more About $750

    A Sustainable Feast - A private dinner for 4 people in your home. Alexandra Hall, trained and certified Le Cordon Bleu chef, professional food writer, and editor of BTW Magazine, will create a 3-course gourmet dinner menu of all-local, healthy foods, and bring a staff to cook and serve it in your home. All ingredients for the dinner, preparation, and serving are included.

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    Pledge $999 or more About $999

    A full, state-of-the-art automation home system: The Control4 HC-250 (http://www.engadget.com/2012/06/28/control4-starter-kit-hands-on/) delivers instantaneous control of your abode, with a sleek design and single-room control systems, universal remote replacements or as a way to deliver on-screen control to every television. It features a powerful 1GHz processor, Internet audio content via embedded TuneIn and Rhapsody, video/audio intercom capability, and the Control4 app so you can use your smartphones, tablets, or PCs to control your system. Installation is included, too--as is an annual subscription to BTW.

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    Pledge $1,000 or more About $1,000

    Let's talk homes! Dinner for up to 4 people with Harold Simansky and/or Alex Hall to talk about your home, how healthy, sustainable, energy efficient and beautiful it is and it isn't. And all of the other rewards listed above.

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    Pledge $1,499 or more About $1,499

    Build Your House To Be More Energy Efficient and Less Expensive! Have the plans to your new home evaluated by Ekotrope who will share with you efficient, accurate ways to compare the cost and performance of a home design’s energy-related components (such as windows, insulation, mechanical equipment, lighting, solar). Ekotrope will help you to optimize building cost and annual energy savings. Plus an annual subscription to BTW.

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Funding period

- (30 days)