Ecomiles App operates in Brazil, primarily impacting the Latam region, which is the birthplace of the brand. Our market entry actions are focused to attend multinationals with in USA and Europe.
This is because in 2024 we will reach 12 million km validated by the app, with more than 45 thousand participating users commuting every day. We have a long sales cycle of 8 months to secure B2B accounts, but a scalable effect for acquiring users. We expect to shorten this sales cycle by internationalizing our business, as we have already noticed that decision-makers for decarbonization programs are located in Europe and North America.
2025
Our market objective for 2025 is to expand to the 21 Spanish/portuguese/english-speaking countries.
Target countries based on our currently business cases (Enterprises at our portfolio):
- Spain (Santander bank)
- UK (Experian Serasa)
- USA (BMW - mini)
- Latin America (All the rest)
Adaptation that we gonna do we're already doing is:
- translate the app to Spanish and english
- implement the exchange currency to EUR/USD/BRL
- Alignment for the KYC subscription documents
To further support our international expansion, we are also:
- Establishing partnerships with local mobility and sustainability organizations
- Adapting our marketing strategies to resonate with diverse cultural contexts
- Developing region-specific features to enhance user experience across different markets
Our go-to-market strategy with PLG targeting B2C users:
Companies take us to users, to new companies, and new users, and new companies…
Focus on User Experience and Value
• PLG Core Principle: Delivering exceptional product experiences that showcase immediate value is the cornerstone of PLG. Users naturally become advocates when a redemption intuitively reward their carbonless commuting.
• Implementation: Ecomiles' platform offers a seamless, engaging user experience from registration onward. Features like real-time carbon tracking, personalized eco-friendly journey suggestions, and instant reward redemption create compelling first impressions.
Virality and Atomic Network
• PLG Strategy: In-product sharing features foster organic growth and word-of-mouth marketing. A freemium model lowers entry barriers, encouraging risk-free product trials. The goal is to convert users to paid plans as they recognize increasing value.
• Implementation: Ecomiles will include in-app challenges and achievements shareable on social media, encouraging friends to join. Referral bonuses tied to app usage will boost engagement and acquisition. Ecomiles will offer a free tier with basic features like journey tracking and limited rewards, encouraging upgrades for enhanced benefits such as increased reward rates and exclusive eco-partner perks.
Data-Driven Product Iteration
• PLG Strategy: Leveraging user data to inform product development ensures Ecomiles evolves based on actual user needs, driving continuous engagement and retention.
• Implementation: Ecomiles will use advanced analytics to monitor user behavior, track popular features, and gather feedback. This data will guide regular updates and new feature releases tailored to user demands.
Monetization Path with PLG
• Transition from Free to Paid Tiers: As users become more engaged, they'll recognize the value in Ecomiles' premium features, such as exclusive partnerships, advanced eco-savings insights, and enhanced carbon credit options.
• B2B Upsell Strategy: Ecomiles will use its PLG model to onboard corporate clients seeking innovative ways to promote sustainable commuting among employees. This will include customized dashboards and white-label solutions as premium offerings.
• Benchmark: HubSpot scaled its business using a PLG model to convert individual users into paying teams and corporate clients.
Key Benefits for B2C Strategy
• Low Customer Acquisition Cost (CAC): PLG minimizes marketing expenses by relying on the product to drive user acquisition, resulting in lower CAC and higher return on investment (ROI).
• Scalable Growth: PLG ensures rapid scaling through organic user acquisition and viral loops, positioning Ecomiles for long-term, sustainable growth.
• Strong User Retention: Engaging features and community-driven initiatives keep users active, fostering higher lifetime value (LTV).
Our daily active 39K users' logins, evaluated from October 1, 2024, to November 1, 2024
Corporate sales:
Our go-to-market strategy targeting B2B Key accounts:
Corporate sales:
Our team is trained in the "ABM pipeline" methodology, which involves seeking qualified leads through the GHG protocol. We focus exclusively on ESG, Sustainability, and People leaders in companies with over 100 employees.
Starting with a pre-qualification process, we MUST check all the boxes before initiating a genuine interaction:
we generate a presentation with a product demonstration and finally, we send a commercial proposal.
To accelerate the decision-making process, we opt for the decreasing discounts methodology. Generating FOMO on the perceived discount percentage.
⏰ Average time to close a sale: 24 weeks. (yeah we know, that's horrible)
📞 Average number of Product Demos per week: 10 meetings.
Commum first meeting that happens in our sales pipeline from pluxee-Sodexo company:
Companies that we are targeting for Account-based marketing at Ecomiles in 2025:
If you as investor, have close relationship with decision makers from this companies above, it would be awesome to have you onboard!
Strategic alliances
We also establish strategic alliances with organizations and companies with which we synergize efforts.
A few exemples:
Why we want to go abroad?
We noticed that Brazilian managers from multinational companies often wait for European or American approval to authorize budgets or request CO2 reduction plans. In fact, one of our Spanish customers (Santander Bank) shared the following quote:
In Spain, it's mandatory for large companies over 100 employees to submit a decarbonization plan for its employees. We would love to antecipate this market in Brazil with ecomiles app. - ESG manager from Santander
We expect to reduce ABM Sales funnel timeline to 20 weeks maximum with more proximity of decision makers of these key accounts, with the implementation starting in Brazil.
😍 Go to market
This is how we want to grow using the proceeds of the Round:
Objectives
- Acquire 100 KA to our portfolio
- Certified our carbon tokens from neutral mobility worldwide (ECO2)
- Improve our user experience with BaaS + automated geolocation.
- Reach 500K users in Ecomiles App.
Strategies by channel
Channel | GOALS | STRATEGIES | METRICS |
GHG protocol | Secure B2B contracts | Use targeted B2B outreach, attend sustainability expos, and create presentations highlighting employee benefits and ESG metrics. | Number of B2B Clients, Corporate User Retention Rate, B2B Revenue.
|
Ecomiles app | Improve B2B discoverability from users not related to any of our KA | Conduct research on app experience, most commum origin/destination, found out employees from accounts and start ABM with them. | ASO Visibility Score, Organic Download Rate, Conversion Rate on App Store Page. |
Consultancy/mobility partnerships | Collaborate with ridesharing and bike rental services to offer joint promotions and co-branded rewards. Integrate Ecomiles into partner platforms for seamless access. | Collaborate with ridesharing and bike rental services to offer joint promotions and co-branded rewards. Integrate Ecomiles into partner platforms for seamless access. | Partnership Onboarding Rate, In-App Referrals, Partnership Revenue. |
Affiliate and Referral Programs | Drive organic growth. | Develop a referral program where users earn rewards for new sign-ups. Partner with eco-focused websites for affiliate promotions.
Launch a tiered referral system, create shareable referral links, and onboard affiliates with promotional incentives. | Referral Conversion Rate, Affiliate Performance, LTV of referred users. |
Influencers + PR + OOH | Increase visibility and brand credibility. | Collaborate with PR agencies, pitch stories to journalists, and publish guest articles in sustainability magazines. | Media Mentions, Traffic from PR, Brand Sentiment |