A year ago today, Greenoptions.com went live to the public for the first time. Jeff remembers those first exciting hours of our launch, but I trace the most important moments back to the start of a parallel timeline.

In the early days of our little startup, it was sometimes hard to tell exactly where we were going. We knew that Treehugger had built a successful content model by catering to the significant number of people who self-identify with that term. We wondered if it was possible to do the same, but with a brand and content focus that would help draw ordinary people towards a more conscious mindset, by meeting them where they are.

With that in mind and no funding secured, I attended the 2006 SF Green Festival as just another festival-goer, passing out user surveys to help nail down our demographics. Without a booth, I was quickly asked to stop or leave, but I vowed to be back next year, with both a booth and a greater sense of purpose. Read the rest of this entry »