Green Map

Tasked with the goal of creating financial stability in a struggling non-profit, the solution became less about adding in income-generating ideas and more about taking what Green Map already was doing right and turning them into money-making ventures.

The answer was a roadmap for the next 3 years that prioritized low-cost and low-tech solutions, and slowly added more complex solutions that required investment once initial goals were met.





personal brand

Starting with the founder Wendy Brawer's, personal brand (capitalizing on the work she was already doing in consulting and lectures) was the first step. Working on a personal website and linking the principles back to Green Map, she was able to think of her work as part of Green Map, as opposed to a separate endeavor, and start valuing and leveraging what she already had.




The biggest asset to solving the task was understanding Green Map's audience. By interviewing key stakeholders, as well as people who were not yet GM's audience, but who were identified as the target audience, a plan came into form for how to categorize and then pinpoint offerings and price plans for different groups of users.