Entrepeneur logo:
Summary:
Background
Increased atmospheric carbon is a key component of global warming. Individuals and companies are increasingly looking for ways to reduce their carbon footprint (the carbon released into the atmosphere by a specific activity or by the normal processes of life). Increasing numbers of people wish to offset (counter-balance) their carbon footprint by purchasing carbon credits that pay for the reduction, absorption and/or avoidance of carbon emissions elsewhere.
The Business
AsiaOffset sells carbon offset credits to companies and individuals, using easy to use online calculators. Revenue will come from three main sources:
1) 20% of all offset payments will be retained by the company
2) Fees will be charged for OEM calculator setup
3) Fees will be charged for event audits
The company will emphasize three key characteristics: local operation, transparency and adherence to rigorous standards. Based in Singapore, I was most recently a director of BDP, the company behind Eco 4 the World, a multimedia communications program promoting positive environmental behavior across TV, internet and mobile, in partnership with the UN Environment Programme.
Previously, I was the Managing Director of Synthesis Interactive Asia Pacific. Before joining Synthesis, I was a regional director at VISA AP for four years, initially responsible for market research across all product groups and markets. Moving on to become regional marketing director for debit cards, I developed the consumer positioning for Asia Pacific.
Moving to the interactive services team, I was the consumer and branding strategist for that team, focusing on web-based channels of communication and VISA’s cardholder relationship strategy.
Prior to VISA, I was with MBL Hong Kong, where I specialized in brand strategy, tracking and advertising development research. I am originally from the UK, where I worked in marketing for Cussons (Imperial Leather Soap and Toiletries Groups) and Crookes Healthcare (Topical Skincare and New Product Development). Immediately prior to moving to Hong Kong, I was with ACNielsen, based onsite at SmithKline Beecham, providing decision-making support and marketing consultancy, as well as software training and support, to the sales and marketing team.
The focus will be on “new” markets, starting in South East Asia. Language, endorsers and imagery will position the company as local. The company will leverage learnings from more developed markets. For example, in the UK, the market leader took five years to reach 30,000 personal clients, accelerating only when celebrities used and publically endorsed their services. Likewise, they suffered when they invested in overseas offset projects where they did not have strong relationships. OffsetAsia already has excellent relationships with many local environmental groups and celebrities, and will be launching into markets that are already more carbon-aware than the UK was.
Product and Clients
OffsetAsia will target event, consumer and SME offset, then own-label online calculators for large companies.
The product offerings are:
· Online carbon footprint analysis and offset purchasing for:
o Events (especially conferences)
o Individuals, to include annual travel and power usage.
o SMEs, covering ongoing operations.
o Large company calculators (OEM) for customers to offset purchases.
In each case, there will be significant online reference material and advice to help clients reduce their carbon footprint, provided by Global Carbon Exchange. Over time, this will be grown into an online community-based resource. The company will use online calculators as well as the brand “ClimateWise”, under license. GCX will also contribute their significant expertise in carbon audit and offset purchasing.
I have over twenty years of experience in consumer marketing and market research, across a number of fast-moving consumer goods, financial services and luxury goods categories.
