Interview with Hessia Fernandes, Co-Founder, Cooltribe by Willi Paul.

"Cooltribe will provide more features to its members moving forward. "We are well aware that Internet users are currently active on social networking sites like Facebook, MySpace, Bebo, and Twitter. Our aim is not to compete with those broad-based networks, but rather to create a vibrant niche community with a social agenda to engage members in ongoing conversations about the environment."

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How many members do you have (or what is the trend from launch)?

We are extremely happy with the way Cooltribe has established itself in the green market in such a short period of time. Our traffic has increased 5 folds in the last 6 months and is still growing. The importance now is on unique visitors and we are focusing on generating unique visitors rather than focusing on the number of members. The Cooltribe brand is very powerful.

How do you evaluate advertising for the site?

As stated on our site, the management team has focused on Cooltribe´s proposition and on spreading the message of a green social network, which is still for many, a novice idea. We had intentionally scheduled the advertising for a later stage. I think too many people focus on getting advertising and revenues straight away when their proposition is not even developed and I find this counter productive. However advertising is necessary for any business and it helps fulfill a number of objectives:

• To allow companies, who are producing/distributing/marketing and promoting in general low carbon emissions and ethical products and services, to showcase these products and services.
  
• To allow You, the member, to get to know about these products/services and give you choices when purchasing.
  
• To enable You, the member, to comment online on any of the advertised products/services. There will be a rating system where you are free to rate a tried product/service.
  
• To enable us to pay our bills and maintain the services we provide you for free and to develop new applications useful to our community.

We are now creating a directory of products and services and will be allowing companies to advertise. For more information, please email info at cooltribe dot com.

What are the common technical issues?

The main technical challenge is the speed at which the features can be developed. It is not so much a technical issue per se but is linked to financing.

What online community models did you reference?

We didn't reference a specific online community model. Sure Facebook is a platform we look up to as they are hugely successful in getting people talking and as and when we develop, we will be including some of their key features. Treehugger is another online community that we get our inspiration from. I guess Cooltribe is a mixture of these models.

Who owns CoolTribe.com?

Cooltribe is privately owned, 100%.

What social justice issues / campaigns are active at the community?

Our current environmental campaign is our "saving the rainforests initiative". We are passionate about helping the rainforests and work closely with our tree planting partner. The rainforest is one of the biggest and most important living stores of carbon on the planet through its ability to convert atmospheric carbon dioxide into solid carbon and keeping it locked in the tree trunks for centuries. At the current rate of deforestation, three quarters of the Amazon will be depleted by 2030. Cooltribe believes that by restoring vast areas of rainforest, it is possible to recapture carbon at a significant rate whilst protecting biodiversity and supporting local communities by providing them decent work.

What is a tribe?

A tribe is essentially a group. A group is a set of users who share common interests. We gave it the name tribe as we believe it reflects more the ethos of our brand. Tribes can be started by anyone and anyone can join any tribes (unless specified otherwise). It is up to the tribe moderator and the members to "feed" that tribe. We will be adding exciting tools to our tribe features, so watch the space.

How is CoolTribe.com different from Transition US and GreenWalla.com?

I am not familiar with Transition US but I am a big fan of GreenWalla. We share common values and I think we are here for the same purpose which is mitigating the effects of global warming and getting like-minded people to talk to one another. I guess maybe some of these sites are more US centric, whereas Cooltribe is truly international with 30 countries represented on our site.

Are you promoting off-site gatherings?

Yes we are. Although I would like to reiterate that we are more of a digital movement, we are attending green festivals mainly in the UK. This summer we attended 10 festivals and it was fascinating to see how many people care about environmental issues and want to lower their carbon footprint.

Are members getting to know other members in your estimation?

Yes, sure. People make friends and communicate with one another a lot. In fact, it´s one of the biggest activities on Cooltribe. It is not something people see as communication between members is 100% private. I have made fantastic friends myself from all around the world, I have even been invited to a wedding in Kenya from one of my Cooltribe friends.

Who are your heroes?

Anita Roddick for trying something new and ethical at a stage when noone talked sustainability, climate change and so on. That is true leadership and vision.

Jean Jacques Cousteau has been a big inspiration for me since I was a child. I am French and used to watch all his programmes. His passion for the environment and especially for the marine life was tantalizing and palpable even from the screen. A true hero in my eyes.

Do you think that sustainability is like a new religion?

No I don't think so. I define religion as a system of human thought linked to a set of beliefs and practices where gods and deities are often the core focus of prayers. They are different religions across the world which follow different set of practices and beliefs. I actually think that Sustainability is bigger than that as it is essential and it is truly universal. People can go through life by being atheists but people will understand (if they haven't yet) that they can not live without a sustainable planet. Also the set of practices of sustainability are the same throughout the world and they show that people, countries, races are totally interdependent. Sustainability truly unites people.

Are you creating new green symbols and myths?

I think our main symbol is our brand and the five claw marks. It truly means that we can all do our bit for the environment and leave a more natural legacy behind us.

Connections:

Hessia Fernandes
Cooltribe
+44 (0)845 19 30 195
Cooltribe