London is facing a toxic air crisis and how
Vision
Londoners make 8.17m daily trips that could be cycled
80% of those could be cycled in under 20 minutes
Transport for London
(TFL) aims for 80% of all
trips in London to be
made on foot, by cycle
or using public
transport by 2041.
19.81
0.52
Source: Transport for London
6.24
13.08
4.88
8.17
Trips (m)19.81
0.52
Brands that communicate their
sustainability efforts generate five
times the revenue of those that
don’t communicate them.
Vision
The why & how of advertising is changing
Social purpose ads drive greater engagement
81% of people believe
businesses should help
improve the environment
90% drop in advertising on
the London underground
Companies are looking for
new ways to reach
consumers with their
advertising budget
Companies enabling
sustainable, micro-mobility is
one way to be part of the
solution to climate change
Actions are the most powerful
form of expression
Our vision is a future of free mobility that
protects the environment.
We are poised at the starting line of a
transformational journey for cities and
residents.
With HumanForest, everyone can access free
mobility, creating a cleaner, greener and
more sustainable future for all.
Solution
Digital marketing & social impact platform
Investing in advertising & sustainability
$20 (bn)
$125 (bn)
CAGR= 17%
Source: McKinsey research 2019 - 2020
Annual growth rate for
shared-mobility solutions
in Europe are expected to
exceed 20 percent
through 2030
Market insights
Large & fast growing market
Shared micro-mobility industry
01.
STRATEGY
Strategy
2.
No unlocking fee; 10
minutes free per day &
option to earn extra free
minutes from our partner
companies
3.
Receive advertisements
from our partner
companies when you open
the App & end your ride
4.
Pay £0.15p per minute once
your free minutes are used up
1.
Download the
HumanForest App & create
an account
A new take on shared micro-mobility
Social impact, digital marketing e-bike platform
Truly green
Carbon neutral operations
Goal - carbon negative by 2022
Daily 10 mins free
Plus no
unlocking fee
Convenient
Available across
most of Central
London
Fun
The happy bike :)
Strategy
E-bikes for all to use...
Truly green, well-designed and ready to ride
Targeted
Based on location &
rider attributes
Authentic
Meet riders in the
moment of their day
Measurable
Report social impact
Unlock audiences
Defined by business needs
Strategy
…and a new marketing channel
Social purpose ads
Can you
remember the 5
impressions that
we just saw?
Strategy
Reach a targeted audience via the best way to get around London
●
Internal locking
● High quality hardware
●
Sophisticated software integration
● Made for sharing
●
Fun to use!
● Minimal touch point operations
●
Long range battery
● GPS tracking
● Centralised “Greenhouse” for operations
●
In-house customer service team
● Proud team!
Strategy
Combining high-tech e-bikes & operational experience
To deliver sustainable, profitable growth
02.
TRACTION
Secured £1.8m from leading e-mobility
investors, including Cabify founders
Secured borough ‘licences to
operate’ in competitive process
High level of rider engagement,
click thru rate 8x industry average
10,000 riders completed 27,000 trips
Traction
Proof of concept
Summer trial ahead of expectations
“A strong indicator of
exceptional market
performance is the
growth of per day
ridership, since the
conceptual inception of
the micro mobility. The
accelerated growth
experienced by the
market in the initial
phase is largely due to
the uniqueness of the
concept.” (McKinsey,
Future Mobility Report,
July 2020)
*One week rolling average of new users
New users (per day)Traction
48% week-on-week increase in riders
Growing to 10,000 riders in under 3 months
“We partnered with Human Forest as they encourage sustainable
and safe travelling, which aligns with FT sustainability ambitions. As
part of their launch they would be targeting millennials in London,
which is a key demographic for us especially in driving brand
awareness to the FT…...provides a new and exciting way of securing
a form of out of home advertising.” The Financial Times
“This partnership helped us reach new audiences in a way that was
engaging, memorable and distinct.” Rude Health
“So pleased to partner with HumanForest...the best way to be
getting around London right now.” Whole Foods Market
Traction
Valued by companies
For reaching new audiences and boosting their green credentials
“Green tech: HumanForest is one of 4
start-ups helping people make more
environmentally-friendly choices”
“HumanForest gets $2.3M from Cabify
founders and others to grow a ‘free’
e-bike sharing service”
“From HumanForest’s free electric bikes
to new infrastructure, the fabric of our
cities is changing”
“200 new e-bikes land in London for you
to ride completely free”
Traction
Media support
Seen by media as a sustainable business to watch
“HumanForest is ready to roll in Islington”
“London’s first no strings attached shared
sustainable electric bike app”
“The advertising is pretty clever”
10,000
Monthly active
users after 3
months
25 mins
Average daily usage per
user
90
NPS
Traction
Loyal community of treenions sprouted
Regular riders who love the e-bikes
9/10
riders more likely to buy
products or services from
a HumanForest partner
4.9
rating in Apple
App Store
Traction
Loyal community of treenions sprouting
Regular riders who love the e-bikes
03.
GROWTH STRATEGY
Stage 1: Launch scheme
Fleet of 1,000 e-bikes
10 London Boroughs
Oct
Nov
Dec
Jan’21
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Stage 2: Expand
Fleet of 1,500 e-bikes to
15 London Boroughs
Phase 3: Growth + 1,500 e-bikes
14 partners
1.5m rider
impressions
Phase 2: Reset + test hardware
Stage 2: Start e-bike
production
4 partners
400k rider
impressions
Stage 1: Test
prototypes
Growth strategy
Roadmap
Scaling following summer trial
Revenue (£)Growth strategy
Differentiated revenue model
Diversified income stream from three sources
30%
Digital
marketing
10%
Corporate
subscriptions
60%
Riders
Margin (%) Growth strategy
Strong margin growth
Driven by low operational costs
H1 2021
H2 2021
H1 2022
H2 2022
23%
Direct Cost/GMV
(Low operational costs)
Growth strategy
Path to profitability
Expecting to break-even in 2021 (EBITDA)
Growth strategy
Forecasted P&L Statement
Expecting to break-even in 2021 (EBITDA)
Key assumptions / points to note
●
Open second European city in H1 2022
●
Revenue
○ Up to 30 Corporate Partners in one
month once launched second city
○
7 trips per bike per day over summer
months, (dropping to 5 trips per day
over winter months)
○ Data revenue stream has not been
included in forecasts
●
Operations / costs
○ Conservative bike loss rate of 5%
monthly (reported 1% during the trial)
●
Human Forest has a £1.5m cash balance
sheet (pre-Crowdfunding money) and no
loans as at Dec 2020
Safe
Digitalisation &
shared economy
Cycling
infrastructure
£2bn London Cycling &
Walking Fund; £250m already
deployed
Environmental need
99% of Londoners living
in areas with unsafe
levels of air pollution
Socially distanced, personal
travel
Shift towards online and
ordering services via
Apps
Growth strategy
Perfect product, right time
Cycling for the future
04.
COMPETITION
Competition
Most affordable e-bike option
Cheaper than even non-electric options up until 20 mins
Cost (£)Beryl & Santander - non electric
05.
TEAM
Team
Leadership team
Experienced, dedicated and ready to reForest the world
Agustin Guilisasti
Founder, Director
& CEO
Michael Stewart
Co-Founder
& Marketing
Caroline Seton
Director, Co-Founder
& Growth
Jose Duarte
Data Scientist
Laura Elms
Sales & Partnerships
Vicente Pascual
Non-Executive
Director
Co-Founder and
CEO of Cabify
Caroline Seton
Executive Director
& Head of Growth
Stefan Tilks
Senior Independent
Director
Former Volvo President
and CEO of NEVS (EV)
Ignacio Gutierrez
Chairman
Head of LATAM
for Cabify
Team
Strategic direction
50 years’ combined mobility experience
Agustin Guilisasti
Founder, Director
& CEO
Formerly Cabify
Head of Chile
Help us to reForest cities…
Thank you!
Vision
Londoners make 8.17m daily trips that could be cycled
80% of those could be cycled in under 20 minutes
Transport for London
(TFL) aims for 80% of all
trips in London to be
made on foot, by cycle
or using public
transport by 2041.
19.81
0.52
Source: Transport for London
6.24
13.08
4.88
8.17
Trips (m)19.81
0.52
Brands that communicate their
sustainability efforts generate five
times the revenue of those that
don’t communicate them.
Vision
The why & how of advertising is changing
Social purpose ads drive greater engagement
81% of people believe
businesses should help
improve the environment
90% drop in advertising on
the London underground
Companies are looking for
new ways to reach
consumers with their
advertising budget
Companies enabling
sustainable, micro-mobility is
one way to be part of the
solution to climate change
Actions are the most powerful
form of expression
Our vision is a future of free mobility that
protects the environment.
We are poised at the starting line of a
transformational journey for cities and
residents.
With HumanForest, everyone can access free
mobility, creating a cleaner, greener and
more sustainable future for all.
Solution
Digital marketing & social impact platform
Investing in advertising & sustainability
$20 (bn)
$125 (bn)
CAGR= 17%
Source: McKinsey research 2019 - 2020
Annual growth rate for
shared-mobility solutions
in Europe are expected to
exceed 20 percent
through 2030
Market insights
Large & fast growing market
Shared micro-mobility industry
01.
STRATEGY
Strategy
2.
No unlocking fee; 10
minutes free per day &
option to earn extra free
minutes from our partner
companies
3.
Receive advertisements
from our partner
companies when you open
the App & end your ride
4.
Pay £0.15p per minute once
your free minutes are used up
1.
Download the
HumanForest App & create
an account
A new take on shared micro-mobility
Social impact, digital marketing e-bike platform
Truly green
Carbon neutral operations
Goal - carbon negative by 2022
Daily 10 mins free
Plus no
unlocking fee
Convenient
Available across
most of Central
London
Fun
The happy bike :)
Strategy
E-bikes for all to use...
Truly green, well-designed and ready to ride
Targeted
Based on location &
rider attributes
Authentic
Meet riders in the
moment of their day
Measurable
Report social impact
Unlock audiences
Defined by business needs
Strategy
…and a new marketing channel
Social purpose ads
Can you
remember the 5
impressions that
we just saw?
Strategy
Reach a targeted audience via the best way to get around London
●
Internal locking
● High quality hardware
●
Sophisticated software integration
● Made for sharing
●
Fun to use!
● Minimal touch point operations
●
Long range battery
● GPS tracking
● Centralised “Greenhouse” for operations
●
In-house customer service team
● Proud team!
Strategy
Combining high-tech e-bikes & operational experience
To deliver sustainable, profitable growth
02.
TRACTION
Secured £1.8m from leading e-mobility
investors, including Cabify founders
Secured borough ‘licences to
operate’ in competitive process
High level of rider engagement,
click thru rate 8x industry average
10,000 riders completed 27,000 trips
Traction
Proof of concept
Summer trial ahead of expectations
“A strong indicator of
exceptional market
performance is the
growth of per day
ridership, since the
conceptual inception of
the micro mobility. The
accelerated growth
experienced by the
market in the initial
phase is largely due to
the uniqueness of the
concept.” (McKinsey,
Future Mobility Report,
July 2020)
*One week rolling average of new users
New users (per day)Traction
48% week-on-week increase in riders
Growing to 10,000 riders in under 3 months
“We partnered with Human Forest as they encourage sustainable
and safe travelling, which aligns with FT sustainability ambitions. As
part of their launch they would be targeting millennials in London,
which is a key demographic for us especially in driving brand
awareness to the FT…...provides a new and exciting way of securing
a form of out of home advertising.” The Financial Times
“This partnership helped us reach new audiences in a way that was
engaging, memorable and distinct.” Rude Health
“So pleased to partner with HumanForest...the best way to be
getting around London right now.” Whole Foods Market
Traction
Valued by companies
For reaching new audiences and boosting their green credentials
“Green tech: HumanForest is one of 4
start-ups helping people make more
environmentally-friendly choices”
“HumanForest gets $2.3M from Cabify
founders and others to grow a ‘free’
e-bike sharing service”
“From HumanForest’s free electric bikes
to new infrastructure, the fabric of our
cities is changing”
“200 new e-bikes land in London for you
to ride completely free”
Traction
Media support
Seen by media as a sustainable business to watch
“HumanForest is ready to roll in Islington”
“London’s first no strings attached shared
sustainable electric bike app”
“The advertising is pretty clever”
10,000
Monthly active
users after 3
months
25 mins
Average daily usage per
user
90
NPS
Traction
Loyal community of treenions sprouted
Regular riders who love the e-bikes
9/10
riders more likely to buy
products or services from
a HumanForest partner
4.9
rating in Apple
App Store
Traction
Loyal community of treenions sprouting
Regular riders who love the e-bikes
03.
GROWTH STRATEGY
Stage 1: Launch scheme
Fleet of 1,000 e-bikes
10 London Boroughs
Oct
Nov
Dec
Jan’21
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Stage 2: Expand
Fleet of 1,500 e-bikes to
15 London Boroughs
Phase 3: Growth + 1,500 e-bikes
14 partners
1.5m rider
impressions
Phase 2: Reset + test hardware
Stage 2: Start e-bike
production
4 partners
400k rider
impressions
Stage 1: Test
prototypes
Growth strategy
Roadmap
Scaling following summer trial
Revenue (£)Growth strategy
Differentiated revenue model
Diversified income stream from three sources
30%
Digital
marketing
10%
Corporate
subscriptions
60%
Riders
Margin (%) Growth strategy
Strong margin growth
Driven by low operational costs
H1 2021
H2 2021
H1 2022
H2 2022
23%
Direct Cost/GMV
(Low operational costs)
Growth strategy
Path to profitability
Expecting to break-even in 2021 (EBITDA)
Growth strategy
Forecasted P&L Statement
Expecting to break-even in 2021 (EBITDA)
Key assumptions / points to note
●
Open second European city in H1 2022
●
Revenue
○ Up to 30 Corporate Partners in one
month once launched second city
○
7 trips per bike per day over summer
months, (dropping to 5 trips per day
over winter months)
○ Data revenue stream has not been
included in forecasts
●
Operations / costs
○ Conservative bike loss rate of 5%
monthly (reported 1% during the trial)
●
Human Forest has a £1.5m cash balance
sheet (pre-Crowdfunding money) and no
loans as at Dec 2020
Safe
Digitalisation &
shared economy
Cycling
infrastructure
£2bn London Cycling &
Walking Fund; £250m already
deployed
Environmental need
99% of Londoners living
in areas with unsafe
levels of air pollution
Socially distanced, personal
travel
Shift towards online and
ordering services via
Apps
Growth strategy
Perfect product, right time
Cycling for the future
04.
COMPETITION
Competition
Most affordable e-bike option
Cheaper than even non-electric options up until 20 mins
Cost (£)Beryl & Santander - non electric
05.
TEAM
Team
Leadership team
Experienced, dedicated and ready to reForest the world
Agustin Guilisasti
Founder, Director
& CEO
Michael Stewart
Co-Founder
& Marketing
Caroline Seton
Director, Co-Founder
& Growth
Jose Duarte
Data Scientist
Laura Elms
Sales & Partnerships
Vicente Pascual
Non-Executive
Director
Co-Founder and
CEO of Cabify
Caroline Seton
Executive Director
& Head of Growth
Stefan Tilks
Senior Independent
Director
Former Volvo President
and CEO of NEVS (EV)
Ignacio Gutierrez
Chairman
Head of LATAM
for Cabify
Team
Strategic direction
50 years’ combined mobility experience
Agustin Guilisasti
Founder, Director
& CEO
Formerly Cabify
Head of Chile
Help us to reForest cities…
Thank you!