THE WORLD'S FIRST 'ADOPT-A-TREE" Startup: How Treedom is Transforming the Planet
Founders Espresso Shots: featuring shot-size inspiring stories, key lessons, and practical tips from Hidden Champion Founders to boost their entrepreneurial journey.
🚀 Growth Hack
How Treedom Turned Trees into a Viral Growth Chain
Treedom’s innovative growth hack revolves around gifting trees, which creates an engaging viral chain. When someone receives a tree as a gift, they are prompted to sign up on the platform to claim and track their tree. This process not only introduces new users but also nurtures an emotional connection, as recipients often return to gift trees to others. Treedom’s model gives ownership of the trees to local farmers, who can then earn a sustainable income from the produce. This approach fosters economic stability in rural areas while contributing to environmental conservation. The cycle of gifting and community involvement naturally propels user growth and builds a deeply loyal network of environmentally conscious users.
"Our product is inherently viral. A gifted tree engages recipients, and many become our customers themselves."
Advice: Create offerings that inspire users to share while fostering meaningful contributions to social or environmental causes.
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💡 Founder Spotlight
From Rural Electrification to Global Forests
Federico Garcea co-founded Treedom after witnessing the devastating effects of deforestation while working on a rural electrification project in Cameroon. Inspired by a mix of practical impact and the engaging mechanics of FarmVille (the famous game), Federico and his co-founder Tommaso created a platform where users could plant real trees, track them via GPS, and support local farmers. Treedom’s journey began with a small dinner event in Florence, planting 100 trees and gifting them to attendees, which laid the foundation for a platform that has since planted over 4 million trees in 17 countries.
"We wanted to pay farmers to plant trees instead of cutting them down. Combining this mission with technology and engagement was key."
Advice: Start with a clear mission and a simple MVP. Combine vision with practicality to address real-world problems.
🗝 Founder Tips
Fresh Mornings and Shared Evenings
Federico starts each day by reviewing the previous day’s revenue and spending quiet mornings ideating on the couch with a coffee, when his mind is most clear. He values taking time to think through decisions. At the end of the day, Federico bonds with colleagues over a beer, using this informal time to decompress and strengthen team morale.
"Morning clarity sparks my best ideas, while evenings with the team bring balance and camaraderie."
Advice: Embrace quiet moments for clear thinking and foster team connections with informal, stress-relieving rituals. Balance strategic vision with day-to-day operations.
🛠 Startup Tools
Leveraging Tools for Lead Generation
Treedom’s growth toolkit includes tools like Dux-Soup for LinkedIn lead generation, which automates profile visits to spark curiosity and engagement. While not reliant on many tools, Federico’s approach highlights simplicity and effectiveness, ensuring tools serve the business rather than overcomplicating it.
"Dux-Soup helps us build connections without being invasive, creating light yet effective lead generation."
Advice: Use lightweight, targeted tools to enhance operations without overwhelming your team.
☕ Cup of Founders Wisdom
Learning from Growth Gaps
During COVID, Treedom experienced rapid sales growth but neglected product development. This imbalance led to challenges in the following years as competitors introduced innovative features. Federico’s key lesson: sustainable success requires balancing sales growth with continuous product innovation.
"We learned the hard way that success today doesn’t guarantee tomorrow. Balancing growth and innovation is crucial."
Advice: Invest consistently in product development, even during periods of rapid growth, to maintain long-term competitiveness.
🔋 Boost of Inspiration
Creating a Positive Impact While Having Fun
Federico’s deeper “why” stems from his desire to build a business that contributes to the planet while creating a fulfilling workplace. A flash mob in Florence, where Treedom covered trees with “Free Hugs” signs, remains a proud moment for him—a campaign that engaged the community, gained media coverage, and showcased the emotional connection Treedom fosters.
"Work can be fun and meaningful. Creating a positive impact for the environment and people is what motivates me every day."
Advice: Build a business that aligns with your values and creates a positive ripple effect beyond profit.
Sip up and Scale up!
Stay tuned for more inspiring stories and actionable insights in the next edition of Founders Espresso.
Andrea Marino
Founders Espresso
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