BACKYARD

Our mission, vision, and values.

© 2020, David Songer. All rights reserved. Do not distribute.

 WHY WE CREATED BACKYARD

First, we created Backyard because human beings are meant to live

together in community. Through our research we uncovered a deep,
unmet desire to invest in local businesses, and we learned that both
merchants and consumers crave more meaningful, organic connection.

Second, we are passionate about discovering the world around us,

and we celebrate the hidden treasures that lie in our own backyards.
We believe human beings grow when they venture off the beaten path
to experience new communities, and we are left wanting more when
existing resources don’t meet us in our natural modes of discovery or
enable us to uncover all that a place and its people have to offer.

© 2020, David Songer. All rights reserved. Do not distribute.

© 2020, David Songer. All rights reserved. Do not distribute. -2-
 WE ARE BACKYARD OUR MISSION
And we love the local communities we call home.
Foster connection between a place
and its people, helping each of us
discover the opportunities that lie in
BACKYARD CASH our own backyard
A local currency that recycles value within a
community and strengthens the local economy

For merchants we are unlocking a

new source of funding, a greater share of
BACKYARD FUNDS wallet, and lasting customer relationships
A new source of merchant funding and growth
from within the local community
For consumers we are enabling
organic and unadulterated exploration, a
new way to invest in local businesses,
and thoughtful, rewarding consumption

BACKYARD NAVIGATOR The result is resilient, invested

A gateway to local discovery and organic, 1-on-1 communities that feel like home and
connections between merchants and consumers demand to be explored

© 2020,
© 2020, David DavidAllSonger.
Songer. All rights reserved.
rights reserved. Do not distribute.
Do not distribute. -3-
How we talk about ourselves…
and how we want our customers to talk about us.

5 Words We Use When 5 Words We Want Customer To Use

We Talk About Backyard When They Talk About Backyard
1. Community 1. Transparent
2. Strengthen 2. Good
3. Local 3. Helpful
TA K E AWAY S
4. Invested 4. Invested
5. Discovery 5. Inspiring
Doing good sets us apart

Local communities are our

passion, and we invest in
building them up and making
them discoverable
© 2020, David Songer. All rights reserved. Do not distribute. -4-
Word association with our business concept
The words that come to mind, or don’t, determine the key themes we want to convey in the company name, brand voice and mission.

joy win-win
worth it
pay it forward
help out weather uncertainty
shaping place
tribe altruistic
give back cities
agency
bucks
local penny jar
backyard
contribute
1 Doing good
sets us apart
discovery
funds
2
invested your backyard There is baggage
network is everywhere do good attached to loyalty
accomplish impact
community noble
effort makes it
sweet and special

made for
explore delightful moods + modes 3 A dichotomy of
happy opposites

sharing
never a ever-changing sticky space to
stranger one-to-one maneuver
stumble onto first-name-basis
relationship
personal but recognition
organic also public show off

© 2020, David Songer. All rights reserved. Do not distribute. -5-

Brand voice

Voice
The brand voice is conscientious, focused, and
mission-driven, similar in tone to a philanthropist.
It is also helpful and observant, like a good neighbor.
It is neither casual nor informal.
It is supportive and reassuring in the present.
It keeps an eye toward the future.
It is building something good.
It is extroverted and enjoys the company of others,
because life is best lived in a community.
It avoids transactional language and “loyalty”, because
it answers to a higher calling.
It is not afraid to boldly state its mission.

© 2020, David Songer. All rights reserved. Do not distribute. -6-

1C6846 5DAC89 B2FAD7 09814A 0A9653 0BB463 0DD173 0FED83

Color ideas
I’m open to suggestions. Please don’t just use these colors. Tell me what you think would look good!

© 2020, David Songer. All rights reserved. Do not distribute. -7-

004B52 9504FC 04D3FC 09814A 0A9653 0BB463 0DD173 0FED83

Color ideas
I’m open to suggestions. Please don’t just use these colors. Tell me what you think would look good!

© 2020, David Songer. All rights reserved. Do not distribute. -8-

FF366D F89833 FDD949 09814A 0A9653 0BB463 0DD173 0FED83

Color ideas
I’m open to suggestions. Please don’t just use these colors. Tell me what you think would look good!

© 2020, David Songer. All rights reserved. Do not distribute. -9-