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Stand Up Stand Out

Stand Up Stand Out. Contents. The Goodjoe Team….……………………………………………………………………………….3 3-year Snapshot……………………………………………………………………………………….4 The Opportunity & Our Approach….…………………………………………………….5-8 Revenue Model…………………………………………………………………………………………9

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Stand Up Stand Out

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  1. Stand Up Stand Out

  2. Contents The Goodjoe Team….……………………………………………………………………………….3 3-year Snapshot……………………………………………………………………………………….4 The Opportunity & Our Approach….…………………………………………………….5-8 Revenue Model…………………………………………………………………………………………9 Market Size & Competition……………………………………………………………….10-12 Growth Strategy & Capital Needed………………………………………………….13-14 3 Year Forecast……………………………….………………………………………………………15

  3. The Goodjoe Team Nathan Pham, Founder and CEO • B.S. Computer Science Engineering - UC Davis 2003 • 7 years of Technical Sales, Regional Manager, Business Development, and Project Manager at VIA Technologies, Inc. and ASUS Computer International *Warren Guan, CTO • VP of Engineering at iOffer.com, an online P2P auction site, a successful competitor of Ebay, Craigslist, and similar sites • B.S. Computer Science Engineering – UC Davis 2003 *Frank Martinez, VP of Production & Product Development • 5 years of Director of BD at BG Concepts, a screen printing and garment printing company in Downtown SJ *Jamie Marshall (aka Boots), Director of Creative and Artistic Community • 15 years as a Freelance Graphic Designer/Illustrator. 2011 Top 3 selling shirts total to ~30,000 (**Part time team members. Committed to join full time after the fundraising round) Advisory Board • Chris Larsen: CEO & Co-Founder of Prosper.com, an P2P lending marketplace with 1.1M users • Charles Festa: (Former) Community Manager at Threadless.com, grew it from 75,000 to 1 Million+ members • Alp Sezen: VP of Sales and Marketing at Lilee Systems, former GM at VIA Technologies, Inc.

  4. We’ve bootstrapped to fine tune the model Milestones • Bootstrapped and launched in 2009. • Goodjoe name is trademarked • Up to date: 1000+ designs submitted, 50,000+ votes, 15 nonprofit organization partnerships • 2011 vs 2010: Organic Traffic 50% up, # paid customers 260% up, users 250% up • Jan'12 vs Jan'11: Organic Traffic 75% up, Revenue 300% up • Successful Partnerships:

  5. The Opportunity = New Trends + Unaddressed problem Trends in the Causes sector • Social sites such as Facebook and Twitter enable causes to easily reach out and unite supporters • Crowd-funding sites such as Causes, Fundly, and StayClassy virally enable supporters to effectively and donate to causes Currently, the way causes do branding & fundraising with graphic t-shirts is inefficient • Struggle to find a quality designer • A lot of back-and-forth with a screen-printing shop • Blindly produce a large qty -> leads to excess inventory -> waste $ • Not social, not engaging, not viral, and not sustainable The Opportunity: • The trends and the inefficiency create a massive population of cause-motivated consumers who look for products that resonate with them Note: There are over 30,000 nonprofits using Facebook pages. Through the Causes app, more than $5MM has been raised since 2006 benefiting over 150,000 different causes (source: http://www.causes.org)

  6. The Goodjoe solution Goodjoe is the marketplace for cause-motivated consumers to find crowdsourced graphic T-shirts, and popular consumable goods The marketplace will be built as follows: • Attracting graphic designers: Weekly Design contests • Platform for causes and nonprofit organizations: Design for a Greater Good

  7. Goodjoe’s Weekly Design Contest Winning Design(s) of the Week: • $500 each • 6% royalty per t-shirt sold • $100 store credit Community-driven & viral: • Weekly themed contest increases the artists retention rate & attract new artists • Voting system tracks popular wanted designs • Organic and highly convertible traffic from friends & fans of designers Contest Platform: • Scalable for different type of consumable products

  8. Design for the Greater Good contest platform Contest Theme: Cause’s mission • Winning design becomes the official T-shirt for branding,both online & offline • Non-winning designs are available as other on-demand consumable goods for fundraising Opportunity: • 1.2MM+ 501(c)3 US orgs Viral & scalable platform: • Causes & nonprofit organizations can create their own contest for any new campaign • Every new contest yields new designs, which turn into new products for their online store on Goodjoe.com

  9. Revenue streams Primary • Graphic T-shirts (adults, children, and kids) (note: customer = a registered user that purchases a T-shirt) Secondary • On-demand creative art products • Hoodies and tote bags • Posters, greeting cards, and canvas prints Phone, tablet, and laptop cases • Design for a Greater Good platform Every cause or organization is an online store with products yielded from the design contests • Causes or organizations can also purchase T-shirts in bulk

  10. Primary target audience & market size Primary Target Audience: Millennials (Age 16 to 29) • 1.3MM more volunteered at nonprofit organizations in 2008 vs. 2007 • 53% purchased a cause related product in the last 12 months • 73% are willing to try a product if it supports a cause, (Case Evolution Study 2010) Primary market: Screen printing & garment printing (source: Freedonia/Cafepress) Complementary: Creative art products (source: IDC/Cafepress) $8.1B in 2014 $6.4B in 2014 Goodjoe’s value proposition to the socially conscious Millennials • Unique t-shirts, and consumable good, printed locally, support artists and causes

  11. Secondary target audience & market size Secondary Target Audience: • Parents (Age 40+) / Philanthropic Population • Children’s Clothing Market = $9B in 2010 Key Brands: • Gymboree • Dressbarn • Carter’s • The Children’s Place Retail Stores Goodjoe’s value proposition to socially and environmentally conscious parents • Unique T-shirts, and consumable products, printed locally,, support artists and causes

  12. Competition Direct Competitors • Threadless • Founded in Nov’00. 2009 Revenue = $30M • Community: 700K+ users, 1.5M Twitter fans, 100K FB fans • Shirt.Woot.com • Sub-division of Woot.com network. Launched in 2007 • Top 20 T-shirts sold at least 12K units. Est. annual volume = 1MM+ T-shirts • Chirply.com (Y-Combinator backed) • Founded 2010. Raised $1.1MM Series A funding in April 2011 • Same crowdsourcing model for greeting cards. Going after Hallmark, which is a $10B market. Indirect Competitors • Life Is Good: $120M company. Strong Brand. Resonate with over 40 aud. • Zazzle/Cafepress/CustomInk: On-demand printing business • RedBubble.com. Social and portfolio site for designers: 250K+ users in 2010 • deviantArt.com. Leading community site for designers: 14M+ users in 2010

  13. Business development & growth strategy

  14. Raising capital to scale Goodjoe is seeking to raise a seed round of $720K to scale Q1’2012: Focus on growing the artists community and improving margins • Increase purchasing power to bring cost down and prepare for exponential growth in 2012 • Lease office, warehouse, and fulfilment facility Q1'2012: Build the team and infrastructure for exponential grow The Goodjoe Team • Warren Guan, CTO • Frank Martinez, VP of Partnerships and BD • Jamie Marshall, Director of the Creative Community • A SEM and Social Media Marketing Manager Q2'2012: Launch New Products and On-Demand infrastructure • Launch secondary products: on-demand consumable goods • Organic Totes Line • Children and Kids Line • Sustainability (100% Polyester from recycled water bottles) Premium T-shirts line 2013: Profitability • We project that we can achieve profitability after the seed round

  15. Financial Forecast + Exciting Growth Note: Customer = a registered user that buys 1 or more shirts

  16. Testimonial "Goodjoe’s t-shirt design contests are a great way for nonprofits to engage potential supporters online. It was established with the intention to make a real difference in the world, and this goal begins with how they treat their charities, celebrities and partners. I have great respect for the company’s leadership and the work that Goodjoe accomplishes. What a world this would be if every company were run like Goodjoe." Moriah Harris-Rodger, Executive Director Fender Music Foundation "Goodjoe has become an integral part of our work in uniting the community to ensure that every child and adult free from poverty. The ability for our volunteers and donors to continue their advocacy for the poor outside our doors by carrying a powerful message on their body--for that message to become part of their identity--is a qualitative change in the way we engage and involve society in this critical work." Todd Madigan, Director of Development Sacred Heart Community Service nathan pham | goodjoe no. 1 | nathan@goodjoe.com | 408.439.5254

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