CitizenOne Summary
Imagine Google and Discovery Channel creating an ad-supported,
free university and hosting it on Facebook...
WELCOME TO CitizenOne.
CitizenOne Summary
•
CitizenOne is a for-profit initiative of REALeadership Alliance, Inc. founded in
2003 to help businesses and not-profits develop socially-strategic business
models to respond to the urgent demands of employees and consumers for
responsible, sustainable capitalism.
•
Core Beliefs: The growing demand to create a sustainable future is forcing a
change in leadership responsibility, free-market capitalism, and social
entrepreneurship that is as big as the industrial revolution.
•
Our business framework is CitizenOne University focused on teaching a new
generation workforce and forward-thinking leaders to focus on their business
and careers on socially-strategic impacts: products or services that actually
cause 1) human well being and 2) sustain our planet. To make money by
saving the world (Socially-Strategic Capitalism).
•
CitizenOne University is a creative integration of education, content, rich
media, and corporate sponsorship designed to enable both seasoned
present-day leaders and a new generation of young leaders to vastly
accelerate positive change.
CitizenOne Key Elements
The key elements of CitizenOne:
•
•
•
•
•
•
•
CitizenOne Course. A fully accredited multi-media high school and college course in
social entrepreneurship distributed online to 22,000 U.S. high schools and 4400
colleges.
CitizenOne University. An ad-supported online tuition free university that is a
“Facebook with classes.” It will initially offer a tuition-free fully accredited bachelor’s
degree in global citizen leadership. This will revolutionize online learning using social
networking platforms.
CitizenOne U Extension. Socially-strategic leadership training for business and
social entrepreneurs.
CitizenOne Institute. Executive leadership education to help transform large
enterprises into a global force for good.
CitizenOne Job Board. A job posting website where only socially responsible
companies who provide a “great place to work” can post jobs.
CitizenOneWorld.com. A social networking website and eCommerce portal targeted
at 18-39 year-olds who are seeking to live their dream life and make their difference.
(Social networks, blogs, text, ecommerce, video, live events, television.)
WeAreCitizenOne.com. An ongoing sponsored multi-media marketing campaign,
live event forums, and digital magazine to attract advertisers, students, job seekers
and an engaged audience and a community of users.
Revenue Streams
• Target Users: (1) The 80% of the 18-25 year-olds who say they want to
make a meaningful difference. (2) College educated (26 to 39) year-olds
looking for a purposeful career, social entrepreneurs, and free agent
professionals. (3) Executive leaders who are motivated to implement
socially-strategic business initiatives.
• Target Sponsors: Large and medium size corporations who recognize
the need to build brand equity around social and environmental causes.
• Revenue Streams:
•Sponsorship
•Advertising
•Job Posting
•Learning & Lifestyle Products
•Training/Consulting/Licensing Fees
•Grants & Donations
CitizenOne - Management Team
In 2004 REALeadership Alliance started the American Dream Project, a research and media
outreach to help redefine the American Dream for a new generation of young Americans
anxious to create a sustainable future. (Over 10,000 Americans filled out extensive surveys,
an Emmy Award winning PBS learning documentary was produced and aired across the
nation and public events were held to honor social entrepreneurs.) The results of the
American Dream Project has lead to the creation of CitizenOne, a for-profit university,
leadership institute, and job search enterprise focused on transforming for-profit and nonprofit organizations using free-market principles to promote a sustainable future.
Will Marre, CEO. Will Marre, the founder of CitizenOne/REALeadership Alliance, was
the co-founder of the Covey Leadership Center. (7 Habits of Highly Effective People), the
largest private leadership training organization in the world. In 1992, Marre co-founded
Seacology, a non-profit dedicated to preserving the coral reefs, rainforests and culture of the
South Pacific. He formed a unique “branded” partnership with a New York Stock company
(NuSkin International) to create a sustainable commerce model for remote pacific islands.
Seacology became a model of socially-strategic enterprise.
CitizenOne - Management Team
William Hogan, COO. William Hogan, served as CEO of several global high technology
companies and recently was CEO of Global Giving; raised over $115 million in venture
capital with M & A and IPO exits; PhD in computational physics; thirty-year background in
high-performance computing, online information and search, networking, and semantic web
technology; currently a judge of social-challenge at Stanford University.
Michael R. Johnson, CCO (Chief Content Officer). Michael Johnson, multi Emmyaward winning documentary film producer; has created interactive education for Sony,
General Motors, IBM, Toyota, Raythem, and others; serves on Advisory boards of two postsecondary educational institutions.
Mark Effinger, CMO (Chief Marketing Officer). Mark Effinger, serial entrepreneur who
was a chief architect of P.R. Web, the first company to fully utilize Search Engine
Optimization to strategically publish content on the web; has spent the past 12 months
developing a “Rich Content” optimization engine for video, audio, image, and text on the
web.
What We’ve Accomplished
•
•
•
•
•
•
•
•
•
•
INTELLECTUAL PROPERTY. Over the past three years REALeadership Alliance, Inc. has
produced nearly $3 million in revenue and created significant intellectual property all without
incurring debt.
TRANSFORMATION PROCESS. We developed and implemented a business
transformation process enabling large companies to implement socially-strategic business
models.
BRAND CHARITY. We’ve helped a NYSE company create a “Brand Charity,” created web
based interactive educational games, multimedia training, and live events.
AMERICAN DREAM PROJECT. We launched the American Dream Project, a national
educational initiative and a community of change leaders designed to re-ignite the real
American Dream.
PBS DOCUMENTARY. We produced an Emmy award-winning documentary shown on PBS
stations across the country.
SPEAKING TOUR. We’ve conducted a National Speaking Tour and accompanying
webcasts sponsored by 1,000 alumni groups from America’s Business Graduate schools.
EXTENSIVE RESEARCH. We’ve conducted national research with over 10,000 Americans
using in-depth assessments.
PRODUCT DEVELOPMENT. We’ve published a book, 4 DVDs and created a personal
development course.
SOCIAL NETWORK WEBSITE. We launched MyDreamMatters.com, a social-networking
site aimed at 18-30 year-olds.
PARTNERSHIP. We established a strategic relationship with Global Giving.
Success Drivers
What’s Driving American Employees and Consumers
According to the 2007 Cone Cause Survey of American Consumers and Employees:
• 92% have a more positive feelings of companies that visibly support
good causes.
• 83% say companies have a responsibility to support good causes.
• 87% say they would switch brands (price and quality near equal) to
one’s associated with good causes.
• 61 million Americans have dedicated over 8 billion hours to volunteer
service in 2006.
“The only cause Americans care about is to save the world.”
- Clotairre Rappaille, Cultural Anthropologist and Market Researcher
Source: 2007 Cone Cause Survey
Success Drivers
What’s Driving Young Americans (Ages 13-25)
• 80% want to work for companies that directly contribute to society
but aren’t sure how to find them.
• 56% would refuse to work for an irresponsible employer.
• 83% will trust companies if it is environmentally/socially
responsible.
• 74% are more likely to listen to advertising from companies
associated with good causes.
More than Talk
• There are now an estimated 3,000,000 citizen organizations
worldwide attempting to provide social services, health care,
disaster relief and environment healing. This is the fastest growing
sector of employment and human enterprise worldwide.
Source: 2007 Cone Cause Survey
Success Drivers
What’s Driving Global Business Leaders
In a McKinsey & Co. Global Survey of 4,238 Senior Executives report:
• 84% of senior executives now believe business should directly
contribute to solving social and environmental problems.
• Being viewed as socially or environmentally irresponsible by
employees or consumers was listed as one of the top three
strategic threats by global CEOs in 2007.
• 75% state the prime responsibility for socially-strategic leadership
should be the CEO and the senior executive team.
• 70% of these leaders say they need to improve their performance to
solving social and environmental problems but are not sure what to
do.
Source: 2007 Cone Cause Survey
The Case for Education
The greatest single strategy to increase human well-being worldwide
is to increase access to quality education.
COLLEGE GRADUATES:
•
•
•
•
•
•
Earn 73% more over a lifetime than high school graduates.
Are substantially less likely to divorce, abuse family members, smoke, become
over weight, suffer from addiction, depression or be imprisoned.
Are 55% more likely to be in good health than high school graduates at age 50
and are 50% less likely to die before 50.
Report the highest level of life satisfaction and happiness.
Are twice as likely to volunteer and provide community service.
Are twice as likely to vote and participate in civic activities.
BUT LOOK WHAT’S HAPPENING:
•
•
•
•
In 2005 less than 29% of American adults were college graduates.
The average cost of a Bachelors Degree from a private university is $151,000
and at a public university is $64,000.
There are 500,000 college-eligible young Americans every year that don’t attend
college because it is unaffordable.
Over 50% of college graduates with bachelor’s degrees in 2007 have college
debt exceeding $20,000. These loans often exceed $50,000 and are now being
paid over a 30-year term.
Source: The College Board, World Band World Values Survey, Bureau of Labor Statistics
Isn’t it time for CitizenOne University?
We have been educating students the same way for 3000 years.
It is time to harness our collective wisdom, productive technology,
and entrepreneurial innovation to accelerate education worldwide.
CitizenOne offers a new business model for
efficient, engaging, world-class education
drawing from the world’s best professors,
professionally produced media, and action
learning all within social networks.
Investment
We believe the timing of social trends,
demographics, and business opportunity is
ideal for the right investor. We are looking for
$5 million equity investment for 33% of
ownership with revenue exceeding $60 million
in 3 years and operating profits in excess of $45
million. We believe this target could be
dramatically exceeded if we are able to secure
a single global brand sponsor already strong in
our target. (Think Virgin or Starbucks.)
Exit Strategy
The ideal exit strategy is to be acquired by a
global brand sponsor whose brand equity and
stock price premium is positively impacted by
our socially-strategic activities. Alternatively, an
IPO under the right market conditions is likely to
command premium valuation because of our
unique brand/business model.
Readiness
We are continuing to implement socially-strategic
business transformation training and consulting to a
NYSE company and are forming alliances with other
training firms to expand capacity.
• We have developed course outline content for our first social entrepreneur
course. This course will be developed by REALeadership Alliance and
licensed from Global Giving for distribution to 22,000 high schools and 4400
colleges and post secondary schools.
• We are in discussions with one of America’s largest private university’s
offering both classroom and online degrees to be our CitizenOne University
partner.
• We have secured an agreement from Talent Zoo, an industry job bard
(marketing and advertising sector), to provide our technology infrastructure
and management for our CitizenOne Job Board and social network.
Readiness (continued)
• We are reaching out to organizations such as the Global Clinton Initiative,
Virgin Unite, and “TED” (Technology, Entertainment, and Design) to form
content, brand and distribution partnerships.
• We are developing a Facebook application to speed community building of
our myDreamMatters.com social network.
• We are expanding the research of the American Dream Project initiative
through additional media development and search engine optimized
blogging. We will be merging the American Dream Project into Citizen One
within the next 6 months.
• We are implementing a newly developed Rich Content™ platform to get our
video, audio, image, and text content published to hundreds of established
web portals. This will drive both our educational content and our
inspirational message to accelerate our brand.
• We are recruiting sponsors for our live event tour, which features music,
inspirational education, and success stories of local social entrepreneurs.
• We are recruiting editorial partners and advertisers for a digital online, multimedia magazine featuring how-to articles, user generated success stories,
socially-strategic business profiles and personal life satisfaction strategies.
Next Step
We are engaged in developing an online multi-media class
entitled, “Change the World Right Where You Stand.” This
three-class module will be a resource for teachers and
students of high school and college-age students to
introduce key principles of social entrepreneurship, how to
discover your own strengths and interests, initiate projects,
and collaborate local organizations. This is our proof-of
concept model that will be instrumental in soliciting
sponsors and advertisers.
CitizenOne Summary
TRENDS
•
Cause marketing, socially responsible investing are strongly trending up.
•
Employee recruitment and retention are increasing impacted by a company’s
environmental, social cause reputation and activity.
•
Corporate reputations are enhanced by supporting education. CitizenOne directly
educates high school and college students and working adults to become social
entrepreneurs and socially-strategic leaders through accredited courses.
7 REASONS FOR CITIZENONE
1.
CitizenOne’s bold tuition-free university aimed at educating the citizens of the
future is a disruptive application of existing technology, media and content.
2.
3.
CitizenOne directly promotes jobs with socially-strategic companies.
CitizenOne uses sponsored media, live events, web, television and film to engage
a large, sustainable community.
4.
CitizenOne provides content for leadership training/consulting for businesses
seeking new business models.
Business model has a strong, high growth, high profit design.
CitizenOne has a credible non-profit partner, GlobalGiving Foundation, to expand
sponsorship quickly to individual employees of large companies.
CitizenOne has an experienced management team.
5.
6.
7.
CitizenOne Phased Development
EDUCATION
CitizenOne U
CITIZENONE SOCIAL NETWORK
CitizenOne Institute
PHASE 1
PHASE 1
• H.S. & College Social
Entrepreneurship
Course
• CitizenOne Institute
PHASE 2
• Sponsor paid
development of full
college degree
curriculum.
PHASE 3
• CitizenOne University
• Leadership training for
socially-strategic leaders.
PHASE 2
• CitizenOne University
Extension
• Online socially-strategic
management training.
PHASE 3
• Business transformation
consulting. (Licensed
consulting partners)
CitizenOne World
MARKETING/
SPONSORSHIP
PARTNERSHIP
PHASE 1
PHASE 1
• Social network website
for millions of engaged
idealists designed and
implemented.
• LIVE “CitizenOne” Tour
• Global Giving
Foundation
• Monthly CitizenOne
Forums/ Webcasts
• Corporate Giving
Fundraising
• Weekly “We Are
CitizenOne” vMail
• Fiscal Agent for
Non-Profit
Initiatives
• Launch CitizenOne
course, and Facebook
application.
• Launch beta site for
CitizenOne Job Board
PHASE 2
• Launch CitizenOne
World eCommerce portal
for green lifestyle products
and services.
• Monthly “We Are
CitizenOne”
Forums/Webcasts
• Monthly Web/Multimedia
Magazine
PHASE 2
• Weekly Cable/ITV Show
• Annual Documentary Film
Sustaining Revenue
Sources:
Sustaining Revenue
Sources:
Sustaining Revenue
Sources:
Sustaining Revenue
Sources:
Sustaining
Revenue Sources:
Sponsorship,
Advertising, Non-Profit
Grants
Sponsorship,
Advertising, Non-Profit
Grants
Product Fees, Advertising,
Educational Products,
Product Commissions
Sponsorship,
Advertising, Non-Profit
Grants
Grants and
Donations
What if we really could change the world?
We believe that
quality education
combined with
socially-strategic leadership training
will do more to solve our world-side
human and environmental
problems than any other
single initiative.