Humancredit

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Humancredit: Turning ad millions to charity.

Berlin, GermanyBerlin
Project Stage:
Start-Up
Budget: 
$50,000 - $100,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Humancredit is an online donation platform.
Web users get empowered by licensing their valuable browsing data to advertisers and collect Humancredits, which they can donate.
Advertisers do "good advertising" and win engagement by paying for user behavior and customer feedback and having marked their ads with a seal for "socially responsible advertising".
NGOs receive the Humancredits - donated by the users, funded by the advertisers.

About Project

Problem: What problem is this project trying to address?

With our online activity we, web users, deliver the raw material for a billion dollar business ($100 billions for digital advertising p.a.), but don't participate on the distribution of the profit. Web users stay passive consumers of free services and helpless objects of data analysis (and surveillance). A huge potential of non-market production of information (5 billion hours online every day!) stays disconnected from a world which needs a lot of help! Consumers and industry work against each other and produce a lot of waste - through advertising, which nobody wants. The strongest means of production - collaboration - remains unused. The cooperation between the giving & the free market delivers only 6% of the donations for NGOs.

Solution: What is the proposed solution? Please be specific!

We turn user generated data into a SOCIAL CURRENCY. Users install a CHARITY PLUG-IN for their browsers and deliver legally behavioural data & customer feedback to Humancredit. They also communicate their donation priorities and anonymous user profiles. Humancredit charges for time-limited licensed data and monetizes the "Humancredits". Brand owners, ad-agencies, ad-broker and inventory owners pay for this information depending on the amount of "Humancredit Members", "Browsing Time" and "User Profile Quality". They get a PREMIUM SEAL FOR ENGAGED ADVERTISING with a FEEDBACK BUTTON for their ads. Humancredit donates the Humancredits generated by its members to non-profit organizations the members have chosen (SOCIAL MICRO DONATIONS).
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

If I, Johannes (45 years old, self employed) buy my wife an Aigner handbag, then I get bombarded with advertising banners from Aigner for months afterwards. That‘s really annoying! Advertising achieves precisely the opposite from what is intended! I want to be able to click away your advertising after the purchase, I would like to recommend your advertising, review it, but then be left in peace… When I hear that brands which I like donate money if customers such as I look at the advertising and give feedback then, yes, I would absolutely and actively support this! Getting relevant advertising from brands which I like, receiving really interesting information and by doing this also donating more monetary value – I think that‘s great!

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

1-2.000 users (6 months till September 2014): social media, partner, own donation campaign, blogger, conferences & workshops, individual interviews >> addressing early adopters in Germany >> languages EN, DE 2.000 - 20.000 users (12 months = prototyping phase October 2014 - October 2015): + networks of our global NGO partners (integration in 3-4 campaigns each NGO) networks of our global corporate partners (integration in 1-2 campaigns each brand) own brand communication campaign PR through newsletters & blogger TEDx Talks >> addressing early adopters in Germany & USA >> languages EN, DE 20.000 - 1.000.000 millions (24 months till 2017) + PR Rock-/Pop-Star Friend VIP Testimonials >> addressing mainstream in Europe, North & South America Potential: 500 billion hours p.a. in EU & USA 1% of the digital advertising budget = $1 billion for donations till 2020
Sustainability

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

We know about three companies, trying to generate money from user-data and to give it "back to the users": smoo.st, handshake.uk.com, www.datafairplay.com. All of them are very young FOR-PROFIT companies (founded 2013). The „smoost"-concept is very close to Humancredit, but generates value through clicks, not through behavior data or customer feedback.
Team

Team

Our vision makes our team strong - everybody who shares our vision gets part of it! Business experience: The founders Georgi Musev & Christian David have already founded two good running agencies in Berlin. They have 20, respectively 10 years of experience working for big corporations. Our co-founder Alistair Langer has a long-term marketing experience in the CSR and non-profit sector. Our NGO partners. We contact the directors for internet, campaigns and communications. They will help us to establish the standards for our "PREMIUM SEAL", to define the requirements and to get more reach & credibility. Our corporate partners. We contact the directors for marketing, online marketing, brand communications and CSR. They will sponsor our prototype and share know-how. We are looking for co-founders (online marketing & software focus).
randomness