MiniMonos

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City: Wellington

State: Wellington

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Country: New Zealand

MiniMonos.com is a virtual world for children who love to play and love the planet. On the site, kids create monkey avatars, make friends, decorate their treehouses, and play games. MiniMonos is “fun first” and kids join to play, not to learn – but the site has core messages of sustainability, generosity and community embedded throughout. Every purchase on MiniMonos supplies clean water to kids in India (over 14,000 days to date); we’ve adopted orangutans and supported wild tigers, and kids get in-world rewards for real-world eco-actions. The site, which launched out of beta April 1, 2011, has been growing by more than 20% per month for the past nine months and now has more than 300,000 registered members; it is generating revenue through subscriptions and microtransactions from its target market of 8-12-year-old boys. The top four countries for registrations are the US, the UK, Australia, and New Zealand; memberships are being driven through natural traffic (word of mouth), Google Adwords, the Miniclip games aggregator site, and PR, primarily kids’ television. The company has just launched TV commercials in the UK and will be launching branded prepaid cards in Sainsbury&s;s nationwide in October. MiniMonos has been going for two years and is led by a solid and committed team of startup veterans; the CEO, Melissa Clark-Reynolds, has more than 20 years of experience as a successful entrepreneur. MiniMonos raised initial capital in New Zealand and is also incorporated in the US and the UK.

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