March 20, 2020 &Tree

Project Charter Document

Purpose: The purpose of

&Tree is a free appThis app provides a storefront for street wear that providesto provide a free
an online platform whilst still focusinwhichg on raisingraises awareness for nature
preservation throughby combining tree plantation and the eco-friendly textile production of
trendy attire and planting a certain number of trees per item sold.

The number of trees planted is directly dependant on the revenue generated from clothing sold,
therefore making it an interdependent system advantageous to both the consumers and the brand.
This app allows users to select whether they would like to plant a tree in their own region close
to home or if they would like a mystery site selected at random from various locations based on
plantation site availability and users’ proximity to them.

Refer to the chart below for a better assessment understanding of the ration between number of
trees plantedplanted, and amount sold and trees planted.

Item Price Trees Planted

Less then $30 3

$30 - $60 5
$61 - $90 7
$91 - $120 9
More than $120 11

The number of trees planted is directly dependant on the amount of apparel sold, therefore,
making it an interdependent system advantageous beneficial to both the consumers as well asand
the brand. This app also allows theit’s users to select whether they would like to plant a tree in
their own country and region close to home or would like to get a mystery site location selected
at random from various locations based on the data collected, and availability of partnered
locations and users’’s proximity from around the world.
 &Tree

One of the main features of A feature within the app aside from being a digital storefront is that
it allows users to locate athe tree that they have “planted” (sponsoredthrough the purchase of
products) on a global map by using a tag that is placed on the trees with the help of an advanced
GPS system synced with the tags placed on the trees. The user is presented with their own
personalized tag number with the purchase receiptafter they have purchased a product, and this
tag number allows the user to not onlynot only allows them to see exactly where their tree isis
being planted (custom selected or otherwise) but also allows them to track the progress of their
tree over time (i.e. growth, sizedevelopment, photos, etc.)
. Research has found that the textile industry contributes to a considerably significantly high
numberpercentage of greenhouse gas emissions, water consumption,and energy consumption,
and production waste generation that is gravely affecting our environment. and Thus, our
mission as a brand n organization is to make the general public aware of these rising growing
concerns as well as by demonstratingeproviding an electronic platform with eco-friendly
production alternatives without having to miss out on fashion trends. through the utilization of
recycled and environmentally friendlyorganic materials.

Goals and Objectives of &Tree:

 Create a platform that increases awareness of environmental concerns through brand
recognition and community involvement
 Reinvest profits from product sales to manage planting trees in various locationssites
across the worldSell products

 Increase awareness of environmental concerns through community involvement and
brand recognition issues
 Createing a culture where people are responsible for their clothing waste, by
providing an alternative solution through sustainable methods.

 &Tree

Success: Since this app is driven by the correlation between trees planted and items sold, we will
be monitoring the ratio between the total revenue generated from sales and thetotal
moneyamount being re invested intofor the cost of operation (i.e. obtaining the seeds for
plantation, production costs and materials, etc such as planting the trees.) A quarterly report of
app statistics and user experience research with all relevant data will be generated to ensure
adherence to our missionproject goals. Also, like many apps some of the financial support could
potentially be generated from adds or even endorsements and partnerships with other brands that
are looking to contribute aiding in this struggle to eliminate ecological issues. Given that Since
the app allows for a reduction in operational costs by removing eliminating thea need for a
physical storefront, therewe are able is to have a higher conversion of revenue generated to
reinvestment allowing us not only help the environment but still be producing make a profit. in
planting trees. If a greater amount of revenue is generated is greater than initially
projectedanticipated, then we can look toat expanding ourthe numbervariety of locations made
available or, or even increase the amountnumber of trees being planted per itemdollar amount.
Subsequently however, if not enough revenue is not generated is lower than the minimum
threshold, then we would have to can balance the ratio by adjust thetemporarily reducing the
amount of various locations that are beingprofit margin provided to the user and resulting in a
decrease in operational costs until a better equilibrium has been metreached.
Part of our rational for the app isThe project’s success is also determined bydependant on the
number of downloads being it generatesperformed thus making it imperative that we update the
appinterface based on continuous research done onfrom user critiques of their experience and
comments so to stay favourable in overall functionality, and aestheticss and experience. Research
has shown that people tend to shy away from platforms programs and systems that are either too
busy with the amount of information being presented or ones that are exceedingly complicated to
maneuver through.

Measurement of success:
 &Tree

Monitor and maintain a positive equilibrium between revenue generated and overall trees
planted alongside reduction of harmful waste generationSales figures
Increase in social media recognition through brand appreciation Trees planted
AThe number of apps downloaded and overall rating of app by consumers collected over a
period s

Measurements of success:
 Monitor and maintain a positive equilibrium between revenue generated and overall trees
planted alongside a noticeable reduction of harmful waste generation
 Increase in social media recognition through brand appreciation
 Number of downloads completed, and overall rating of the interface collected over a
period of set times

Strategies we can implement to attain these goals would include creating memorable links
content forso users feel the need to share our brand Strategies – Personalized tree planting when
clothing bought. sharing on social media platforms as since social mediathat iscan be highly
influential l an could in raising global awareness. generate publicity for the cause which is
pertinent to raising global awareness. TheOne tactic used to implement execute this strategy
iswould be to to createe a seamless interface with efficient, consistent, and logical navigation for
an ideal optimized user experience when navigating through website/ app,. and a Another tactic
might belso to craftproviding a obvious and striking page or section that is dedicated to sharing
news about the apparel on social media or even sharing some of ourthe people who are
volunteering and working to help execute these goalsvolunteers and workers who are responsible
for plating the trees in various locations across the . world. Another strategy might also be to
include a portion thatThere could also be a section which promptsencourages the users to
potentially volunteerget involved with our company in their local areasand plant trees, and by .
engaging Involving them in users their own community we in the operation would be
beneficialaid for in promoting brand appreciation awarenesand recognitions and the mission we
stand for.
 &Tree

TheAccess to the map section andallows users personalized trackingtag numbers which track of
the location and progress of their theplanted trees and planted is essential crucial to the overall
success of our productproject. , and therefore we must guarantee accurate results which
involvesTherefore, the interface has to be careful meticulously constructedion and executed
with constant refinements being made as neededion of the platform design and system for both
website & app.
Another strategy we can implementtactic we can utilize to really emphasize the importance of
our project goal is we can targeting a broader range of potential customers by including a section
that features artwork of local artistslocal artwork (depending on the area of the user). This will
not only support local who are nature lovers themselves or wishartists within the community
looking to share their geniuses related to all thing’sinspired by nature’s beauty related with the
communityand showcase theit’s beauty of what we are trying to preserve, but will also . This will
not only provide users with a greater sense of community engagement but will also allow for a
mutually beneficial promotion of local talents allowingallow for an expansion of the brandthe
brand to reach out to a larger demographic.

Tactics:
 Tree planting interface needs to be smooth.?Seamless interface design and navigation for
optimal user experience
 Tagging trees with customers name so they can go visit them. M, specially in terms of the
mapap feature provides users with and personalized tag numbers tothat allows users
tothat allows them to track the location and overall progress of their trees
 Encourage community involvement with a section showcasing volunteers

 Include an artist section to promote local talents’s section to attract a broader spectrum of
potential customers


 &Tree

Target Audience:

Our iThe intended audience target demographic for this project wouldisare mainly be
individuals who are actively pursuing environmental awareness causes, more specifically
members of the younger generation such as Generation Z (roughly from 1996 - undetermined)
and some Millennials (roughly from 197777 - 1995). We offer an comprehensive attractive line
of fashionable street wear wear and outdoor attire which can be appealing to a greater diversity
of people since it is made from either recycled or organic materials. Furthermore, by including
those small additions to our content such as the artworks’ and community involvement sections,
we are inviting a wide range of people who may not have been previously drawn to just the
fashion styles. and tThis, in concurrence with the finely devised interface of our project
highlights the appeals of our goalsproject and it resonates with a greater amount of the public.

Target Audience in order of priority:

: Sustainability, human rights, and streetwear.

 High middle classEnvironmentally conscientious individuals with ages ranging roughly
from 16 – 45 years old
 Wildlife preservationLocal artists through a mutually beneficial relationship between
promoting their artwork and our brand
 Young adults (Gen Z & Millennials)Other brands with similar interests and values
looking to make contributions towards nature preservation causes