Spillfix Messaging Framework

SPILLFIX MESSAGING FRAMEWORK

OUR STORY

As with most great success stories, this one started with a ‘crazy idea’. One that would work, and change the face of environmental spill dangers for good.

SpillFix navigated the long road; over 20 years of relationship twists and turns, partnerships and products. Through all this growth SpillFix abided by one steady focus - waste and environmental stewardship would always be top of mind.

Joe’s background was in IT and the Australian Stock Exchange but his heart was vested in more fulfilling ventures that were ‘green’ and environmentally conscious by nature. He naturally gravitated to asking big questions about ‘waste’ material others would pay little attention to. Coconut husks in Sri Lanka fascinated him for their water-holding potential, while Australia was suffering drought. Contrasts such as these fueled his curiosity. Greenpeace was facing off with big peat mining operations at that time. Toxicity and waste were a real driver for Joe’s next steps to solving such crises for good.

OUR STORY

Solving the complex issue of both toxicity and wastefulness, Joe brought the two issues to the same table. Harnessing the power of the coconut husk (laying in abundant waste in Sri Lanka) to absorb and remove the toxic spill dangers inherent in the industrial world, SpillFix resolved two environmental road blocks with one product.

EH&S OFFICER WHO WE EXIST FOR

PROFILE

The Environmental Health & Safety Officer has become a relatively new standard in large organizations across the globe, and their role is profound. They are truly responsible for the health and safety of the work environment and its effects on the world that the company reaches. This individual or department makes decisions that affect their organization in real time.

WHO THEY ARE

Sometimes considered the unwanted hippie on the scene, the EH&S officer has been appropriately appointed to oversee both the care of the organization’s employees and also the world the organization impacts. They care for more than just the health of their people and greater community, they ambassador the health of the company by protecting it from egregious lawsuits and other hazards associated with the field they are in. In short, they are the protectors of their people, their company and their community. While they do their hard work, they often meet with objections from folks who would like to take shortcuts. But their adherence to code makes them both indispensable and ostracized by the very people they serve. They soldier on regardless, devoted to their work.

WHAT THEY CARE ABOUT

• The health and safety of the people they aim to protect

• The company they serve and protect from litigation

• The planet

• Belonging

• Being a resource not a nuisance

• Being financially wise

END USER WHO WE EXIST FOR

PROFILE

The individual at the floor level cleaning up the spill doesn’t care too much at that point about the product or even OSHA regulationsthe spill is a nuisance and they want it gone. They don’t make the decisions about the product and while they may profess to be green or environmentally conscious - most blue collar workers want to get this issue out of the way and return to production timelines.

WHO THEY ARE

These are the hard working backbone of the company - the blue collar workers in manufacturing, who usher in airplanes or orchestrate cargo ship loads. They are on the ground, they are dirty at the end of the day. They have quotas to meet. They don’t want to assess a product, they want it there when they need it and quickly.

WHAT THEY CARE ABOUT

• It Just Works

• Efficacy

• Efficiency

• Ease

• Clarity

• Productivity

DISTRIBUTOR REP WHO WE EXIST FOR

PROFILE

The distributor Rep is focused on the sale and repeat business. While they may hold opinions about certain products, at the end of the day they are able to take purchase orders for any number of their offerings without having to delve that deep into educating the consumer.

WHO THEY ARE

Distributor Reps are paid on sales and commission and are motivated by the sale. Very few such ‘sales’ people become true ‘consultants’ and have yet to discover that by being consultative, the EH&S Officer may trust the relationship more. They are playing the short game of sales rather than truly serving the very people they aim to sell to for the long term. They don’t yet appreciate the value of providing counsel while taking an order.

WHAT THEY CARE ABOUT

• Selling

• Quotas

• Expediency

• Low friction tolerance to overcome sales vs consulting

PRIMARY DISTRIBUTION COMPANY WHO WE EXIST FOR

PROFILE

The distribution company has quotas and sales goals for its reps. In many cases the distribution company is more focused on this than the quality of product or impact of its sales. It may fail to see that leading from the ground up rather than top down, could serve the organization long term. In other words if the end user preferred a cleaner more efficient product and the EH&S officer were appropriately educated by the Distributor Rep to provide solutions, thus creating a trust relationship that could be counted on, the sales would grow and the distribution company would benefit.

WHO THEY ARE

These high energy movers and shakers live and breathe sales and the movement of product. They deal with big and small companies and see most things as numbers. Their world revolves around getting product in the end users hands quickly rather than always consultatively. They are the merchants of the world, dealing in numbers, exchange rates, shipping routes and port strikes.

WHAT THEY CARE ABOUT

• Moving product

• Transactions

• Commodity thinking

• Environment as a benefit not a must

• Efficacy

• Shelf time

HOW THE WORLD WILL CHANGE BECAUSE OF US

We join with people worldwide as they make choices that benefit the ‘all’, not just the ‘self’.

SpillFix is in alignment with the global community as it collectively moves toward a more altruistic attitude. Together, we will shift the direction of our planet’s future by being conscious about, and acting on, opportunities to create a safer and healthier world. We will overcome and prevent environmental impacts before they are ever created. Simple things such as spills will no longer just be a nuisance, they will be an opportunity to do something better. By using granular absorbents made from waste, we can reduce landfill impact from such spill products by 80%.

THE STANCE WE TAKE IN THE CROWD

We are cleaning the world one spill at a time while saving companies money and caring for the environment.

We save clients money and preserve the planet while fixing spills fast, and for good. We do this without waste or dependence on toxic materials. Small steps, done well, repeatedly, lead to big change. We are warriors of that change.

WHY WHAT WE DO MATTERS

We are the mothers and fathers of future generations who have the right to a safe and clean earth.

We exist to cleanup the spills of the world while reversing the climate mess our world is facing so that future generations can inherit and live on the clean planet they deserve to enjoy.

THE ELEVATOR PITCH

We are a global company focused on resolving toxic spills in workplaces and beyond for the good of the people and the planet.

Our innovative natural product cleans spills 95% better without toxins or byproducts so that workers everywhere have a safe and efficient environment, and by extension the company realizes less downtime and loss of profits. This translates to better company operational efficiency and fewer litigious issues. We steward the environment by offering waste free solutions that substantially lessen the burden on our landfills.

OUR SLOGAN

VALUE PROPOSITION

OUR VALUE PROPOSITION CANVASES

The goal of the Value Proposition Canvas is to aid in the design and definition of great value propositions that match the need of our audience segments and their respective jobs-to-be-done and helps them solve their problems. This is what the start-up scene calls product-market fit or problem-solution fit. The Value Proposition Canvas helps us work towards this fit in a more systematic way.*

*Source: Strategyzer.com

Environmental & Health

Officers

WHAT

THEY WANT

• To protect (workers, company and environment)

• Safety

• Comply with regulations

• Comply with corporate policy

• Optimize cost through downtime mitigation

• Reduce hours/days lost to injury

• OSHA compliance

THE PRODUCT & SERVICES THAT HELP

• SpillFix solutions

THE PAINS THEY HOPE TO AVOID

Worker Injuries

Not being taken seriously

Environmental damage and impact

Not free to operate with autonomy

Financial loss

HOW WE RELIEVE THEIR PAIN

• An honest product they can count on

• Quick, safe and effective

• Green, sustainable, organic

• A solution for the worker and the world

• A long lasting product is a good investment

• Save money

• Solution that works for company and environment

HOW WE DELIVER MORE VALUE

• Spillfix works, better

• Product makes us feel good

• Environmentally friendly

• Safer

• Takes less time to work

• Cost effective

HOW THEY BENEFIT

• Safe for workers

• Easy to dispose of

• Supports workers and company fiscally

• Less down time

• Contributing to global clean

• Sustainable solutions for spills and the company

WHAT THEY WANT

• Easy to explain

• Longevity in the market

• Solves the pains people ask about

• Green alternative

• Trust

• A sense of safety and reliability

• Dependability long term

• High margin

THE PRODUCT & SERVICES THAT HELP

• SpillFix solutions

THE PAINS THEY HOPE TO AVOID

Uncertainty

Loss to a competitor

Getting product on time

Can they prove it works

HOW WE RELIEVE THEIR PAIN

• Commitment

• Trust

• Reliability

• Timeliness

• Product Works

• Supporting documents

HOW WE DELIVER MORE VALUE

HOW THEY BENEFIT

• We will have a better story to tell

• Top Notch material

• Easy to promote

• Bulk sales are easier

• Success stories they can share

• Efficacy

• Client confidence

• Impressive outcomes

• Proven commitment to excellence

• Great relationship

• Solid company that does what we say we will

• Partner in understanding

• Tenure demonstrated

WHAT THEY WANT

• Quick solution

• Efficacy

• Solve it

• No pain/injury/loss/downtime

• Readily available

• Clarity in use

• Small Carbon footprint

• Get back to work (productivity)

THE PRODUCT & SERVICES THAT HELP

• SpillFix Solutions

THE PAINS THEY HOPE TO AVOID

Spill that results in injury

Time off job

Quarantines

Waste

Worker Safety issues

Liability claims

HOW WE RELIEVE THEIR PAIN

• Incredible efficacy

• Readily available

• Quick to use

• Fixes spill for good

• Green | Environmentally friendly

• Protect company from future liability claims

HOW WE DELIVER MORE VALUE

• Efficient

• Organic

• Can reuse it

• Simple

• Safe

HOW THEY BENEFIT

• Spill gone!

• Nobody is hurt

• Productivity resumed

• Like nothing happened

• Feel good about the sustainable product used

• Easy to dispose of

PRIMARY DISTRIBUTION COMPANIES

WHAT THEY WANT

• Reputation as eco-friendly

• E-commerce supply chain

• Add more value to clients

• Single source wholesale

• Sole distribution partner

• High margin products

• Long term supply dependability

• High volume sales

THE PRODUCT & SERVICES THAT HELP

• SpillFix solutions

THE PAINS THEY HOPE TO AVOID

Lose business to competitor

Getting product on time

Liability

Break in trust

HOW WE RELIEVE THEIR PAIN

• Dependability

• Resource of knowledge

• Accountability

• Product viability

• Demonstrated Tenure & Longevity

HOW WE DELIVER MORE VALUE

• Brand is on-point, developed and known

• Demonstrate longevity by investment in brand story

• Global interest reflects on distributor well

• Dependable supply channel

• True honest partnership

HOW THEY BENEFIT

• Count on us

• Thrive by association with us

• High margins

• Quick turnarounds

• Success stories

WHO WE ARE

THE CHARACTER ARCHETYPE

To give us a deeper understanding of how our brand is relevant to our audiences, we mine archetypes found in literature, psychology and story. By identifying the archetypes that reflect us, we can better understand the role our brand plays in the life and customer journey of our audience segments.

An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience.

(Adapted from The Concise Oxford Dictionary of Literary Terms)

“An archetype is a universally familiar character that transcends time, place, gender, and age. It represents an eternal truth.”

Jon Howard-Spink, Planning Director at Mustoe Merriman Levy

SPILLFIX IS A WARRIOR

The Warrior demonstrates dedication, honor, and an unwavering sense of ethics and integrity. Possessing a strong sense of justice, loyalty and goal orientation, the warrior is often impatient and keenly focused on strategy and tactics to put an end to what has been identified as wrong. This archetype is empowered to effect change and, in fact, views change as a duty. As a guardian of boundaries, the Warrior teaches assertiveness: how to speak truth, how to meet needs without compromising others’, how to fight for a cause bigger than oneself.

WARRIOR

Values honor and is characterized by a strong sense of justice, loyalty, and goal orientation.

SPILLFIX

Empowered to effect change and, in fact, views change as a duty that we are all accountable to.

We operate with a very clear goal in mind: to eliminate dependency on toxic, clay based spill absorpents by providing better, more sustainable, more effective alternatives.

If we have the ability to clean up hazardous spills in a way that doesn’t present greater hazards for our planet, why wouldn’t we?

A free thinker, motivated by challenges and self identity: which they find in accomplishment, doing, and outcomes.

Driven by purpose, this archetype is able to endure the long battle because they are constantly mindful of why they fight.

Our desire to clean up spills while we clean up the earth is more than a pipe dream. The science proves it possible - so we’ll keep teaching whoever is ready to listen.

At Spillfix, we fix it for good. For the good of a clean workspace, for the good of a safe and healthy workforce, and for the good of the planet we all call home.

Teaches us how to speak truth, how to meet personal needs without compromising others’, and how to fight for a cause bigger than oneself.

We have created a means to not only clean up spills for good, but to do it in a way that never comes at the expense of health or safety for person or planet.

Examples: Green State Coffee, Mothers Against Drunk Driving, Martin Litton, America’s Most Wanted, and Henry V

SPILLFIX IS A REFORMER

The Reforemer does not want to throw the baby out eith the bath water, but rather seeks to improve the existing system. This archetype observes violations, justifications and problems in the system, and it may act as a watchdog or whistleblower. With an advanced ability to see what’s missing, the Reformer wants to be right, to strive higher and make improvements. Living in relentless application of ideals and expectations, the Reformer seeks to avoid criticism by applying rigorous logic.

REFORMER

Does not want to throw out the baby with the bath water, but rather seeks to improve the existing system.”

SPILLFIX

In the industries we operate in, there is a high dependency on clay based absorbents. We don’t want to throw those out altogether, we just want to provide our customers a better option.

Observes problems from within the system and acts as a watchdog or whistleblower.

Possesses and advanced ability to see what’s missing.

Desires to strive higher and be always improving.

Strong in their ability to hold to their principles.

The use of popular spill absorbents cleans up messes at the expense of caring for the needs of the planet. We’re on the mission to right this wrong.

Spillfix solves the larger problem that some still don’t see, by using waste to clean up waste.

We continue to innovate products that always accomplish two things: they better solve the problem for our customers, and they better serve the environmental needs of the earth.

From our beginning and until our end, we commit to repurposing wasted coconut coir pith to clean up the spills of the world.

Examples: American Civil Liberties Union, Environmental Protection Agency, C.S. Lewis, Ralph Nader, and Horse Power App

SPILLFIX IS A MENTOR

The Mentor is a teacher in whom trust can be placed. With a great curiosity about what makes people tick, gratification is found by supporting others’ empowerment. Becoming a partner toward the realization of higher order goals, the Mentor is motivated by the desire to be a rising tide that lifts all boats and to share wisdom for the benefit of all.

MENTOR

Gratification is found in supporting others’ empowerment.

SPILLFIX

Passes on wisdom and supports others towards reaching their highest potential.

Every time we empower one of our customer’s to “clean up their spill while they clean up the earth,” we fulfill our purpose.

We equip and teach our customer’s that there is a far better way to clean up spills. That way is Spillfix.

Motivated by the desire to be a rising tide that lifts all boats.

Operates in constant proximity to those it seeks to help.

Our efforts are always for the benefit of all involved: to solve problems for our customers, champion health and safety in their workplaces, and protect the planet from further harm.

We come alongside those who use our products: partnering with them to advance safety, health, and stewardship in their contexts.

Can be objective in ways that others cannot.

Our only loyalties are to our people and our planet, so when we see that trusted products are causing harm, we are quick to call it out and show the world a better way.

Examples: Mr. Miyagi, Obi-Wan Kenobi, Dumbledore, Socrates, and The Miracle Worker (William Gibson)

SPILLFIX IS AN ALCHEMIST

The Alchemist is a change agent. Skilled at converting one kind of matter into another and interpreting symbols, the Alchemist can turn negatives into positives, muck into miracles, and fear into courage. This archetype possesses a unique blend of scientific and spiritual, and it is motivated by the potential to create a new vision of the world. Believing anything is possible, from eternal life to a universal cure for disease, the Alchemist seeks personal purification, perfection and transformation.

ALCHEMIST

A change agent who seeks to turn negatives into positives.

SPILLFIX

We’ve redefined the meaning of reuse, using natural waste to clean up hazardous waste.

Balances the scientific and the spiritual while motivated to create a new vision of the world.

Believes that absolutely anything is possible.

Values transformation above all else, but never at the expense of what it believes to be good.

We have a new vision for spill absorbent products: to clean up the messes of the earth without sacrificing the earth in the process.

We can clean up hazardous spills in a way that doesn’t further harm the earth. At Spillfix, we fix it for good.

We value sustainable means of cleaning up spills, and are proud to say that we do it in a way where we compromise on nothing.

Can work miracles out of that which may seem meaningless.

We have single handedly repurposed coconut coir pith waste to become the single most effective spill absorbent in history.

Examples: MAC Cosmetics, Roald Dahl, Nostradamus, Isaac Newton, and doTerra

Best-in-class

Sophisticated

WHAT THIS MEANS

We are absolutely fundamentally the best product with the highest caliber vision, on the market. Simultaneously, we are the simplest product using waste under our very noses. We are simple, best in class.

WHY IT MATTERS

We should not be considered a ‘complex idea to assimilate’. It’s not that sophisticated! We’re taking something that looks like crap, seems like crap, and takes care of a lot of crap in a lot of crappy situations. We’ve found the best crap in the world, and we’re using it to solve a lot of crappy problems.

Simple Mysterious

WHAT THIS MEANS

We’re organic, green and sustainable. It’s that simple! We are an honest product company!

WHY IT MATTERS

This beautiful earth needs our stewardship. No mysteries, just good, clean, recyclable products - pro-Earth.

Rugged

Aggressive

WHAT THIS MEANS

SpillFix has journeyed many high and low mountainous roads and builds on a solid footing that endures. We’re strong, fierce and vibrant and we stand by our products - because they work.

WHY IT MATTERS

We believe that if you value the environment, your workplace and your pocket book, you will find SpillFix to be of long term value. Be rugged in your approach to workplace safety while being gentle on the environment.

WHAT THIS MEANS

We have a solution. We nailed it. We stand behind it. You can count on us.

WHY IT MATTERS

We are totally committed to excellence in our field. We are not leaking energy into other areas of discovery - we’re all in and 110% backed to support this field.

INTERNAL ELEMENTS

VISION

With SpillFix, every spill is an opportunity to make a difference, leave behind reduced landfill impact and offer sustainable solutions - so called an “Alchemist”

SpillFix is in alignment with the global community as it collectively moves toward a more altruistic attitude. Together, we will shift the direction of our planet’s future by being conscious about, and acting on, opportunities to create a safer and healthier world. We will overcome and prevent environmental impacts before they are ever created. Simple things such as spills will no longer just be a nuisance, they will be an opportunity to do something better. By using granular absorbents made from waste, we can reduce landfill impact from such spill products by 80%.

CHARACTER

Warrior

We demonstrate dedication, honor and an unwavering sense of ethics and integrity.

Reformer

We strive higher and make improvements.

Mentor

We are motivated to share wisdom for the benefit of all.

Alchemist

We are change agents that convert negatives to positives.

PERSONALITY

We are Best-in-class, never Sophisticated

We are Simple, never Mysterious

We are Rugged, never Aggressive

We are Trusted, never Curious

EXTERNAL ELEMENTS

POSITION

We are cleaning the world one spill at a time while saving companies money and caring for the environment.

We save clients money and preserve the planet while fixing spills fast, and for good. We do this without waste or dependence on toxic materials. Small steps, done well, repeatedly, lead to big change. We are warriors of that change.

OUR STORY

We are a global company focused on resolving toxic spills in workplaces and beyond for the good of the people and the planet.

Our innovative natural product cleans spills 95% better without toxins or byproducts so that workers everywhere have a safe and efficient environment, and by extension the company realizes less downtime and loss of profits. This translates to better company operational efficiency and fewer litigious issues. We steward the environment by offering waste free solutions that substantially lessen the burden on our landfills.

EH&S Officers

• Safety

• Compliance with regulations

• Cost Optimization

• OSHA compliance

End Users

• Quick Solution

• Efficacy

• Productivity

• Readily available Distributor Reps

• Eco-friendly reputation

• Long term supply dependability

• Value addition to clients

• High volume sales

Primary Distribution Co.

• Market longevity

• Long term dependability

• Green alternative

• High margins

COLOR PALETTE

COLOR 1

RGB: 2 101 161

HEX (#): 0265A1

CMYK: 93% 61% 11% 1%

PMS: 307 U

A primary brand color.

COLOR 2

RGB: 255 216 0

HEX (#): FFD800

CMYK: 0% 12.5% 100% 0%

PMS: YELLOW 12 C

Use for web buttons and bolded headers.

COLOR 3

RGB: 249 209 10

HEX (#): F9D10A

CMYK: 3% 15% 100% 0%

PMS: 109 C

A primary brand color.

COLOR 4

RGB: 0 0 0

HEX (#): 000000

CMYK: 0% 0% 0% 100%

PMS: BLACK 6C

A primary brand color.

COLOR 5

RGB: 96 96 96

HEX (#): 606060

CMYK: 61% 53% 52% 24%

PMS: 418 C

Use for text.

COLOR 6

RGB: 58 67 75

HEX (#): 3A434B

CMYK: 75% 63% 53% 41%

PMS: 446 C

Use for thin headers and header bars.

Maintain white space.

Your logo should always be surrounded with an ample buffer of white space. As a general rule of thumb, the buffer should be roughly half of your logo’s height.

When printing small, keep it simple.

For instances where your logo will appear small, switch to a one-color version and use a high-contrast color or black and white.

Use the proper format.

Use CMYK versions for anything you print. Use RGB versions for screens (emails, web, social media). Vector file formats (.eps, .pdf) are scalable and will maintain clarity at larger sizes; vector files are preferred for signage, billboards, and other oversized applications

Keep your logo unique.

Part of how your logo stands out in layouts is by using fonts that do not appear elsewhere in your designs. Don’t be tempted to use your unique logo fonts as headers or text in layouts..

Do not stretch or modify.

The quickest way to undermine your brand is altering your logo— either intentionally by adding to or changing the art, or unintentionally by improperly squeezing or stretching the logo as you scale it larger or smaller.

Preserve the integrity of your brand. Do not change any aspects of your logo. Learn how to scale graphics while preserving the original proportions (the aspect ratio). In many programs, holding down the Shift key while retain the proportions as you scale with a pointer tool.

LOGO USE

TYPOGRAPHY

Example of a Header

Example of large intro copy.

Example of body copy. At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident.

Example of regular information.

A word on substitute fonts.

In a pinch, you can substitute Calibri for Roboto. Calibri will not have the same fine quality to the letters but is highly legible. If budget is an issue, consider purchasing one or two font styles of Roboto (Thin for large headers and Light for body copy) and use Calibri for everything else. You may also strategically purchase one or two licenses for workstations that produce the bulk of clientfacing materials.

ROBOTO

IMAGERY

Selecting photos

Photos should reflect your color palettes incorporating a pop of fairly close up bold visuals.

Art and Icons

Icons should be flat and filled with a solid color, just like the art in your logo. Do not use cartoons or clip art, as they will erode your brand’s sophisticated and modern look.