To: DebtBomb who wrote (3619 ) 6/5/1999 1:22:00 PM From: neverenough Respond to of 15145
GREENMOUNTAIN.COM CO IPO Search: 55 Green Mountain Drive South Burlington VT 05407 USA 802-846-6100 Fax: 802-846-6102 Company Description GreenMountain.com uses the Internet and other media to market green consumer products and has become the leading retailer of green electricity to residential customers in deregulated utility markets within the United States. Our Web site--www.greenmountain.com--will use the rich interactive resources of the Internet to make it easy and appealing for people to use everyday purchases as agents of change for a cleaner and healthier environment. Our mission is to make Green Mountain the leading brand for green products. "Environmentally friendly" or "green" products are those products that have a less harmful effect on the environment than other products having a similar use. We believe that there is growing concern about the environment among consumers today and that there is an excellent opportunity to build a strong environmental brand presence. Consumers today are more environmentally aware than typical consumers 20 years ago, and surveys consistently show increasing majorities of the public support renewable energy over other energy alternatives. We believe that, if offered a convenient, cost-effective choice, a large market of consumers will purchase a product that is environmentally friendly over one that is not. Deregulation of the $200 billion electric utility industry--the largest source of industrial air pollution in the United States--is providing environmentally conscious consumers with a choice of electricity supplier and generation source. Four states have implemented competition on a statewide basis, 14 states have taken formal action to deregulate, and we expect that a total of 29 states will have implemented electricity deregulation by the end of 2003. We are currently offering green electricity products--electricity produced from renewable and other environmentally preferable generation sources--in Pennsylvania and California, and we expect to offer environmentally friendly electricity products in each other deregulated electricity market in which we can compete effectively. The Internet is emerging as the most significant global communications medium, enabling millions of people to share information and conduct business electronically. We believe that online retailers are able to communicate more efficiently and effectively with more customers than traditional retailers. Jupiter Communications estimates that the number of Web users in the United States will grow from 76.6 million at the end of 1998 to 131.2 million by the end of 2002 and that the value of goods and services purchased on the Internet in the United States will grow from $7.1 billion in 1998 to $41.1 billion in 2002. We believe that by becoming the dominant Internet destination site for people who care about the environment, we can capitalize on this opportunity to make Green Mountain the leading brand for green products. We believe in the interaction of education and free markets. Informed consumers can use the power of their market decisions as forces for positive environmental change. We refer to this concept as "g*commerce." We intend to use the broad reach of the Internet to aggregate the g*commerce impact of a large online community. We believe that the power of this community to effect environmental change will be significant. We are the first and only company to offer environmentally friendly electricity products primarily to residential customers in the deregulated electric utility markets of both California and Pennsylvania and one of the first companies to offer green electricity products over the Internet. We intend to take advantage of this first mover momentum to offer a wide variety of green products over the Internet and to position Green Mountain as the best known and most trusted environmental brand. We have only a limited operating history upon which you can evaluate our business and prospects. For the year ended December 31, 1998, we generated revenues of $1.5 million and incurred net losses of $46.0 million. We expect to incur net losses in 1999 and subsequent fiscal periods. Because we expect to continue to incur significant market development expenses, we will need to generate significant revenues to achieve profitability in the future. Our Business Strategy To fulfill our mission, we have developed a strategy consisting of the following key elements: . Position Green Mountain as the most trusted and best known environmental brand; . Offer convenience and selection to purchasers of green products; . Develop and maintain our Web site as a state-of-the-art, interactive commerce platform that makes purchasing our green products easy and appealing; and . Develop and maintain an online community that fosters and supports g*commerce. The GreenMountain.com Web Site Our Web site is being developed to provide consumers with easy access to a broad selection of green products and in-depth, educational environmental content through a real-time interactive medium. Our focus is on providing content with environmental appeal to people of all ages, such as news articles, product research information, corporate environmental value added reports and environment-related tools, games and quizzes. Our approach is to aggregate content from multiple sources and integrate it with our own editorial content to increase its usefulness and the convenience, relevance and enjoyment of consumers' visits to our Web site, thereby promoting increased traffic and sales of our green products. Our Management Team Our management team is led by Sam Wyly, our Chairman. Mr. Wyly, a Dallas, Texas-based entrepreneur, has created and managed several public and private companies. He co-founded Sterling Software, a New York Stock Exchange-listed supplier of software products and services, in 1981 and currently serves as its Chairman. He also serves as Chairman of the Executive Committee of Sterling Commerce, a leading provider of business-to-business electronic commerce software and network services that was spun off by Sterling Software in 1996. Since August 1997, entities controlled by the Wyly family have invested more than $70 million in our company. Our managers have substantial expertise in brand development and marketing, as well as Internet-related technologies. In addition, we have established strategic relationships with leading marketing and technology companies to help us accomplish our mission. Our Environmental Commitment We stake our reputation on the environmental soundness of our green products. We view our environmental integrity as one of our most important assets. We believe strongly in our g*commerce vision. We intend to closely monitor our effect on the environment and consider it an essential measure of our success. We have established the management position of Chief Environmental Integrity Officer, and a committee of our board of directors will be responsible for reviewing our adherence to our environmental principles.