Ideal Bite

Q. Why Ideal Bite?
Q. What is the mission of Ideal Bite?
Q. How does Ideal Bite accomplish its goal?
Q. Where does the name "Ideal Bite" come from?
Q. How was Ideal Bite born?
Q. When did Ideal Bite start?
Q. How quickly is the subscriber list growing?
Q. Who are Ideal Bite subscribers?
Q. How does Ideal Bite come up with all its tips?
Q. Does Ideal Bite ever sell subscriber names?
Q. How does Ideal Bite make money?

Q. Why Ideal Bite?
A. According to the Natural Marketing Institute, US consumers purchase a combined $227 billion of earth-friendly goods and services annually, and that number is growing. Ideal Bite co-founders Heather Stephenson and Jen Boulden saw a void in the marketplace: Where could real people leading busy lives connect with companies offering the latest and greatest in green products and services - products and services already proven to be good for the wallet, their sassy lifestyles, and the planet?

Q. What is the mission of Ideal Bite?
A. Ideal Bite connects enlightened companies to appreciative consumers - furthering a market transformation toward sustainability. How? By educating, entertaining, personalizing, and giving the tens of thousands Biters convenient, well-researched opportunities to do the right thing. For free.

Q. How does Ideal Bite accomplish its goal?
A. Ideal Bite empowers readers through tips, opinionated editorial and lively interaction. Facts and suggestions on food, travel, products, services and more are spoon-fed daily via email, and the editors' personal stories about their trials and tribulations in "light green living" are found in daily blog postings.

Q. Where does the name "Ideal Bite" come from?
A. In an ideal world, you would only have to take a small bite of the green apple each day to affect positive change. We call this incremental environmentalism - and it works. For instance, in just one year's time 11,305 Biters kept the equivalent of 42 bathtubs full of pesticides out of the waste stream by drinking organic, rather than non-organic, beer.

Q. How was Ideal Bite born?
A. Heather and Jen consider themselves to be green, but wouldn't be caught dead in yurts or Birks. Over the years, their friends' inquiries about how to do things a bit "greener" became more frequent and insistent. Instead of keeping the advice within their social circles, they decided to share their knowledge with the world. Since they were both online advertising/marketing and sustainability experts, launching Ideal Bite was the obvious next step.

Q. When did Ideal Bite start?
A. Ideal Bite was incorporated in May of 2005.
The first email tip launched June 20, 2005.

Q. How quickly is the subscriber list growing?
A. Growth averages about 12% each month.

Q. Who are Ideal Bite subscribers?
A. Ideal Bite subscribers applaud convenience and do not want to make major lifestyle changes, but at the same time they are interested in finding simple ways to help the planet. They are the ones driving their SUVs to Whole Foods. Ideal Bite calls this lucrative market segment the "light green consumer."

• Median age: 35
• 94%/6% women/men
• Median household income: $82,000
• 79% attended college
• 70% professional/post professional degree

Q. How does Ideal Bite come up with all its tips?
A. Tip ideas are user-driven and take into account news, current trends, and special occasions (such as holidays). Many tip ideas come directly from subscribers, and companies send in products for review. An expert team of researchers and writers try all products and services before they are "tipped."

Q. Does Ideal Bite ever sell subscriber names?
A. No way. Ideal Bite wouldn't dream of sharing our email list with marketing companies. We hate junk email almost as much as the paper kind!

Q. How does Ideal Bite make money?
A. Ideal Bite's daily email, website and blog are sponsored by companies seeking to connect with the light green consumer market. Ideal Bite also provides custom market research for companies who want to understand better how their products / services / brands resonate with this light green consumer.