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The Beagle Button

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Turning online shopping green with one click! The Beagle Button shows eco alternatives in real time.

146%
 - 
Funded 15 Nov 2021
£250,006 target
£365,099 from 357 investors
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Business overview

Location London, United Kingdom
Social media
Website joinbeagle.com/
Sectors Home & Personal Digital Mixed B2B/B2C
Company number 11926789
Incorporation date 4 Apr 2019
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Investment summary

Type Equity
Valuation (pre-money) £1.8M
Equity offered 17.25%
Share price £6.92
Tax relief

EIS

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Business highlights

  • Raised £124k pre-seed with UK’s top sustainable accelerator
  • Exceeded targets of 1,000 users for Beta product
  • Double the click-through rate of Facebook and Google ads
  • Awarded place on Google for Startups SDG Advisor program
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Key features

  • Secondary Market
  • Nominee investment min. £13.84 +
  • Direct investment min. £15,000.00 +
  • Idea
  • Key Information
  • Team
  • Updates
  • Investors 357
  • Discussion
  • Documents

Idea

Introduction

73% of consumers want to shop more sustainably, but they struggle to do so. 48% struggle to find eco-friendly options and 38% fail to make lasting changes to their shopping habits.

So they continue buying in the way they always have, contributing to the global crisis of waste, emissions and cruel working conditions.

The Beagle Button solves this problem. It’s a tool that connects people to sustainable products and services when it matters - whilst they shop online.

Users download our (free) browser extension and continue to shop as normal. If there is a better product to the one they are looking at, Beagle sniffs it out and pops up a recommendation in real-time. The user clicks through and purchases from our brand partners.

We use an evidence-based approach to sourcing products and leverage existing certifications to ensure brands are as good as they claim.

A brand can never pay to be on our platform, we only recommend products with bonafide sustainable credentials.

Substantial accomplishments to date

2019:

- Raised £124k pre-seed round from an angel and Sustainable Ventures.
- Accepted onto the Better Futures programme and Sustainable Accelerator cohort.

2020:

- Onboarded 200+ sustainable brands into our database and 1,000+ products.
- Built and launched a beta version of the product.
- Beat our user acquisition targets of 1,000+ users within 6 months.

2021:

- Launched Machine Learning partnership project with Imperial College Consultants.
- Improved our product matching algorithm from 65% at launch to 85%+.
- Outperformed best-in-class Google and Facebook ads for click-through rate on recommendations shown to users 10% vs 2-5%.
- Outperformed UK average conversion rate on the traffic we send through to our brand partners. 3% vs 1-2%.
- Accepted onto the Google for Startups SDG Advisor program.

Monetisation strategy

We generate revenue by connecting our users to our brand partners. When a user clicks on a Beagle Button recommendation and goes on to make a purchase, we earn an affiliate commission from that brand. This allows us to offer a free service for the end-user.

Today our average commission is 10%. Once at scale, affiliate commissions can reach 50% across product & service categories.

Use of proceeds

Our beta users tell us they like what we’re doing and want to see more recommendations. To deliver this, we’ll scale our sustainable catalogue and further refine our bespoke tech.

From there we aim to grow our user base and prepare for expansion into new markets globally. Our focus will be on:

Developing our tech (40%)

From a beta to a full product. Scaling up tech infrastructure to support a large number of users, hardware & servers for training & use of new and more complex machine learning models.

User growth (30%)

Growing users from 1,000 to 25,000+. A full product launch with associated PR, further development of our paid marketing channels and continued organic & content marketing.

Scaling our catalogue (20%)

From 1,000+ sustainable products and services to 10,000+. We’ll have new service lines and product categories to ensure we offer sustainable alternatives to anything users search for.

Operating costs (10%)

Desk space and other costs to support a hybrid working model for our growing team!

Key Information

Founders Interests

Some of the management team of the business are currently part-time.

Dave Henry (COO) and Magnus Dahsltrand (CTO) are full-time. Daniel Hemsley (CEO) is part-time but will become full-time upon completion of this round. Tara Button (creative director) will remain part-time. Their other commitments alongside the business are as follows:

Daniel Hemsley: Managing Director of Swamp Motel and director of unwrpd (which is closing)

Tara Button: Founder and CEO of Buy Me Once

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

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Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This campaign for The Beagle Button has been approved by Seedrs Limited (trading as Republic Europe) ("Republic Europe", "us" or "we"), as of 21 September 2021 as a financial promotion. Republic Europe is authorised and regulated by the Financial Conduct Authority with firm reference number 550317. In approving this campaign, Republic Europe has concluded that the information, taken as a whole, is "fair, clear and not misleading." This means that for factual statements we have reviewed evidence of their accuracy, and that for aspirational statements we believe they are phrased appropriately in light of their speculative nature. You should note that in the case of factual statements, the evidence we review is provided by the business, and we do not audit it, which means that we may not be able to identify forged or altered evidence. You should further note that in the case of aspirational statements, the nature of the type of businesses presented on the Republic Europe platform is such that they are likely to have high ambitions, and we may approve statements that convey those ambitions even where we do not believe, or we do not have a view on whether it is likely, that they will be fully realised. The pre-money valuation and investment sought in the campaign are those set by the business: they are not reviewed or established by us, and the valuation is not an independent view of what the business is worth. Given the nature and type of businesses presented on the Republic Europe platform, it is possible that the business has very little cash remaining prior to receiving this investment, and the investment sought may be necessary for the business's on-going existence.

Republic Europe does not make investment recommendations to you. No communications from Republic Europe, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Republic Europe does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Republic Europe, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £1,750,760

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

The investee business is responsible for setting its own valuation, it has not been prescribed by Seedrs.

Pitch type

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Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

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Nominee investment

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

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Secondary market

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Nominee investment). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

Security Token

A security token is a digital asset that represents ownership or other rights. It is a digital form of traditional investments. In the future, you may be able to trade your investment through compatible exchanges.

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