Naked = transparent Bullfrog = loud & green
These days, most of what passes as living a more sustainable lifestyle comes across as a sacrifice to the consumer. From John Wayne toilet paper that's tough as nails and doesn't take crap from anyone, to corn-based ethanol that gums up the carburetor in your favorite weed-wacker. It's high time we figured out a way for people to make eco-friendly choices without compromising on function, quality or fashion. The Naked Bullfrog aims to be the Gold-Standard in directing consumers to the places that are good for them and good for mother Earth.
Looking for a kick-ass farm-to-table restaurant? Check out the Bullfrog. Know an organic lawn care company that is top-notch, but don't see them in our directory? In less than a minute you can send us their information and we'll vet them to make sure they align with our values. At the root of it, the Bullfrog is simply an interactive platform for finding and referring local businesses committed to sustainability.
How will the money be spent?
- Web Development Costs – while we have a strong prototype that will get us out of the gate, our goal is to optimize the usability of the platform so people keep coming back.
Marketing – we have a number of ideas that will help scale the platform and bring the Bullfrog to new audiences, but alas, nothing comes free in this world. In order to get where we need to be, it will take money… and lots of it.
- Content Generation – we want the writers, Instagrammers, Facebookers, and photographers who align with our values and can pierce through the constant noise of the internet (think The Onion). In order to get these folks, we want to be able to pay them a living wage.
Mike is co-owner and managing director of the Green Alliance, a New Hampshire-based marketing agency for green businesses. As a thought leader on sustainability, Mike’s work has appeared in Coastal Home Magazine, Huffington Post, Grist, Sustainable Brands, GreenBiz.com and CR Magazine.
For over twenty years, Chad has been managing consumer-facing IT platforms that focus on usability and audience growth. His love of fly fishing and the natural environment encouraged him to jump on board as the technical brains behind the Naked Bullfrog.
Over the past 10 years, Bellamente has been trying to crack the code on consumer engagement around sustainability, first in Washington DC, then with Climate Counts and finally with CDP before taking over the Green Alliance. One thing that has become clear through this journey, is that traditional “Sustainability Ratings” are only as legitimate as the businesses self-reporting their data. When it came to light that Volkswagen, a company that was named Industry Group Leader in the Dow Jones Sustainability Index, had developed software to out-smart EPA’s emissions testing, it became evident that most sustainability ratings were inherently flawed. For that reason, the Naked Bullfrog is opting to take a “sniff-test” approach that weeds out the poseurs.
Here’s an idea of what we’re shooting for:
- Does the company’s product or service inherently reduce the environmental impact of their customers (solar power, non-toxic cleaning supplies, organic food products, etc.)?
- Does the business publicly document a strategy for measuring and reducing its own environmental impact (emissions, energy and waste reduction targets, supplier code of conduct policies, etc.)?
- Has the business obtained independent, third-party verification illustrating the organization’s commitment to environmental leadership (LEED, B-Corp, USDA Organic, etc.)?
While our aim is to maintain the highest standards of excellence for our directory of like-minded businesses, we also understand that there is always room for improvement to our approach. To that end, the Bullfrog will enable users to weigh in on why they think we should take a second look at businesses who say they live our values, but are really just trying to game the system.
This Kickstarter campaign is not only important for us to garner much-needed financial resources to scale our platform geographically, but also to gauge if the concept has merit and whether people are willing to get behind it. So.... if you like it, please donate, promote to friends and family and sign up for updates on www.nakedbullfrog.com!
As with many consumer-facing applications, success is determined by how many users are drawn to the platform which, in turn, provides the business owners with a degree of confidence as to how many people will be using it. In order to overcome this chicken-egg scenario, we need your help to establish a strong enough presence in the marketplace to be able to compete with the big guys. Our first order of business is to “seed” the platform with businesses across northern New England that align with our mission and that satisfy the sustainability requirements of being a Bullfrog business (requirements below). Once the concept has been proven, we plan to roll the platform out nationwide, beginning with cities and towns that most align with what we’re all about.
Developing a business directory is by no means a break-through innovation in and of itself. From a dining perspective alone, there is Yelp, Open Table, and numerous others. What is unique about the Naked Bullfrog, however, is the genuine tone in how we convey our message and the fact that our platform caters to everything from hotels, to home and auto, to retail and beyond. Our goal is to be edgy but informative, courteous but unapologetic about our approach in how we engage consumers toward a higher state of consciousness around consumption. While our brand may come across as too edgy for some, we strongly believe that this is what is needed to break through the echo chamber of environmental activism and begin addressing a mainstream audience on sustainability.
Risks and challenges
Scaling our platform to reach a critical mass of people is perhaps the biggest determining factor in making the Naked Bullfrog a success.
Our hope is that our platform becomes THE gold standard for informing consumer decisions on the road to building a sustainable economy.Learn about accountability on Kickstarter
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