My project, Macrocosm, represents my desire to find a way to leverage mass-collaboration and computer technologies to allow every day people to participate in solving complex problems. Macrocosm is a simulation game, similar in style to SimCity, which takes gaming technology and focuses it on real-world scenarios. The game would be used by corporations, NGOs and governments to simulate their various climate change challenges and the proposed strategies for dealing with them. Players will compete to solve these challenges, and their solutions will allow the sponsoring organizations to test how well their proposed strategies work in combination and in complex environments over time. This will allow these organizations to produce more robust and workabe strategies, educate the public and include the public in the problem-solving process.

1. Steve Puma
Fall 2008

2. Mission
Create a world that works for
everyone, in the shortest possible time.
Make tools that:
– Empower the individual
– Leverage Mass Collaboration
– Focus on the biggest problems

3. The Problem
• Climate change is one of the greatest
challenges ever to face mankind
• Individuals want to educate
themselves and have a direct impact
• Organizations want to engage "
the public
• Very few solutions meet these needs!

4. Trends
• Fast-growing interest in
climate change
• Explosive growth in
electronic game market
• Not ONE mass-market
sustianability focused game

5. Trends
• In terms of both the power of gaming computers and
the prolifera6on of ci6zen awareness about
environmental issues, there hasn't been a be;er 6me to
introduce a game with a strong sustainability or eco‐
focus." — Jamais Cascio, founder of Worldchanging.com
• “Games are a very powerful and totally underu6lized
tool that organiza6ons of all kinds – not just businesses,
but non‐profits and governments too – can use to tackle
these challenges.” — David Edery, Author of
'Changing the Game: How Video Games are
Transforming the Business World'

6. Customer Need
Contribute my ideas towards solving global climate change
Customer Need
Imp
Sat
Opp
Contribute my ideas towards solving global climate change
7.3
0.0
14.5
minimize the amount of 6me it takes to learn how to contribute my ideas…
4.5
1.1
8.0
minimize the amount of specialized knowledge required to contribute…
3.6
1.1
6.2
increase the number of solvable climate change challenges that I can contribute my ideas to
3.6
0.5
6.7
increase the number of people that will interact with my ideas
6.8
1.1
12.6
increase the amount of knowledge that I possess about solving global climate change
8.6
3.7
13.6
increase the amount of monetary compensa6on that I receive from contribu6ng my ideas
5.5
1.1
9.9
increase the amount of posi6ve feedback that I receive about my ideas
4.5
1.1
8.0
minimize the 6me necessary to track my contributed ideas
3.6
1.1
6.2
increase the likelihood that my ideas will have a direct, measurable impact towards solving
8.2
0.5
15.8
global climate change

7. Target Customer
“Enviro-Gamers”
Target Customer Descrip6on
Target populaAon size 10,122,766
Age: 35‐55, Income: $40,000+
Demographic CharacterisAcs
Play video games, 60/40 Male/Female
Frequency of performing the job 2‐3 hours per week
Willingness to pay $334.00
Purchase decisions Influenced by raAngs, friends, family

8. Solution
PlaYorm • SoZware Simula6on Game
• Unit Sales to retail customers
Biz Model • Direct online distribu6on/
publishing
• Real‐World
• Expert Challenges
Features • Learning Simula6ons
• Massively Single‐Player
• World Builder

9. Value Add
Exis6ng New
Customer Need Sa6sfac6on Sa6sfac6on Value Add
minimize the amount of time it takes to learn…
1.1 1.1 0.0%
minimize the amount of specialized knowledge…
1.1 1.3 1.26%
increase the number of solvable climate change challenges…
0.5 2.0 3.75%
increase the number of people that will interact with my ideas
1.1 2.5 7.36%
increase the amount of knowledge that I possess…
3.7 3.8 2.06%
increase the amount of monetary compensation "
that I receive…
1.1 2.0 4.82%
increase the amount of positive feedback that I receive…
1.1 2.0 4.82%
minimize the time necessary to track…
1.1 1.4 1.77%
increase the likelihood that my ideas will have a direct,
measurable impact towards solving global climate change
1.1 2.0 3.75%
Added Value 29.47%

10. Addressable Market
Target customer population
10,122,766
Frequency of purchase (times per year)
0.5
Willingness-to-pay to get job done perfectly
$334.00
Discount for satisfaction level your product will achieve
20.00%
Discount for competition
74%
Discount for customer buying power
100%
Other discounts
100%
Potential price point
$49.21
Annual potential addressable market
$250,194,279

11. Unit Economics
Unit Price $49.21
Gross Margin 87.38%
Life6me Value $30.90
Acquisi6on Costs $24.17
Economic Value $6.73

12. Sustainability
Percent of addressable market
who make lifestyle changes 5% 10% 25%
Number of people 91,105 182,210 455,524
Behavior Changes Tons of CO2 Saved per Year
Buy products with recycled
9,110 18,221 45,552
content and recycle at home
Replace 10 lightbulbs with C/F 45,552 91,105 227,762
Adjust thermostat by 2 degress 91,105 182,210 455,524
Buy a more fuel efficient car
455,524 911,049 2,227,622
(+10 MPG)

13. Value Chain
DistribuAon
Website
Development
Sofware
Our Company Friends
Family
Intellectual Game Retail
Customer
Property
Developer
Corporate Game Review
Standards,
Partner Website
Technology
InsAtuAonal
Game Console Partner: OUR
Manufacturers Government
or NGO
PRODUCT
Gaming
Consoles

14. Competitive Advantage
Image Future
Game The Sims 2 SimCity Ci6esXL
Earth Flow
Company Maxis Tilted Mill Monte Cristo Microsof Microsof
Serious game, Serious game,
Type life simulaAon city simulaAon city simulaAon
simulaAon simulaAon
Units Sold 100 Million 10 Million Not yet released
Price $19 $49 Not yet released, most likely $39‐$49
• Realism • Complex • MulAplayer/ • Console • Console
• Users can • RealisAc Online • Climate • Climate
generate and • Users can • Social change change
share their generate and networking • EducaAonal • EducaAonal
Benefits own content share content • Complex • RealisAc • RealisAc
Economics

15. Financing
Projec6ons Year 1 Year 2 Year 3 Year 4 Year 5
Revenue $0 $27,342,000 $18,963,000 $57,388,702 $37,926,000
Gross Profit $0 $23,892,106 $16,570,332 $50,147,647 $33,140,663
Op. Profit ($1,254,249) $7,143,176 $2,255,120 $13,518,823 $5,376,794
Units 0 558,000 387,000 1,171,198 774,000
Employees 10 20 25 30 35
EOY Cash $401,097 $10,851,761 $12,457,745 $18,523,811 $22,393,928
New Equity $1,680,000 $7,730,000 $0 $0 $0

16. Thank You!