changing their behavior or for not coming up with laws to reduce this crisis. However, no one is talking about the impact that every consumer individually can have and how we as a population can change together. The problem -I asked myself at the beginning- is how to do that. In the present age, we have an app that makes our lives easier for almost everything. Therefore, to fill that lack of information we need to create access to it. We see this access as our main value proposition–what our target audience is looking for. The given information should cover the produced CO2 emissions when producing, delivering, and packaging a specific food item, how to reduce its emissions to finally make a difference on the bigger scale. To answer the question of why and how people will pay for our service, we need to have a look at the service we are providing. For the sake of a better understanding, I created a prototype for the app which represents the service Reduco2 is providing. To download the app, the user does not have to pay anything. They can get access to the basic options, such as tracking their food with the in-app barcode scanner, collecting points, and choosing from incentives, and they can receive basic information about their food choices. Moreover, relevant news articles and statistics are being uploaded daily. If users want to take their experience to the next level, they can upgrade to the premium membership. While the options from the basic membership are already unlocked, users can join challenges and plans 26
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