Publications
Publications
- October 2022
- HBS Case Collection
Single.Earth
By: Rembrand Koning and Emer Moloney
Abstract
Estonian greentech company Single.Earth is launching a nature-backed token that is linked to and funds the protection of a specific plot fo land. The first landowners had been onboarded to the company's Digital Twin, a virtual representation of the planet's natural resources. Now the founders had to innovate on the demand side of the market, which had been shaken by the May 2022 web3 crash. They needed to generate interest in individuals, companies and institutions to buy and use the tokens in order to get their dream of a nature-based economy up and running.
Keywords
Alternative Assets; Business Startups; Entrepreneurship; Climate Change; Environmental Sustainability; Green Technology; Natural Resources; Pollution; Analytics and Data Science; Marketing; Product Marketing; Product Launch; Product Positioning; Markets; Market Timing; Strategy; Green Technology Industry; Estonia
Citation
Koning, Rembrand, and Emer Moloney. "Single.Earth." Harvard Business School Case 723-388, October 2022.