About this project
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.
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!
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.Learn about accountability on Kickstarter
Support this project
- (30 days)