GreenSpecs, YKO.Earth, and Travel Conservation are not three separate products. They are three consumer data loops feeding a single entity graph — the infrastructure layer that makes a trust mark authority credible, defensible, and worth building.
Total addressable market$3B+ greenwashing accountability gap
Regulatory forcing functionEU Green Claims Directive, effective 2026
Current stageConsumer MVP — building data moat
Revenue target$1M ARR by month 18
Platform map
Three entry points into the same entity graph
GreenSpecs
Camera-first product greenwashing detection. Scan packaging, get an honest score.
Consumer entry point
Point camera at any product packaging. AI vision extracts all visible claims and scores them against five criteria — no barcode scanning, no database matching required.
Scoring methodology
Specificity — are claims concrete or vague? Transparency — is the supply chain visible? Third-party validation — certified or self-reported? Biggest impact coverage — does it address the real issue? Marketing vs action alignment — do words match deeds?
B2B revenue
Category analysis reports $99–499. API access subscriptions. On-demand scoring for brand audits.
Stage
Working MVP. Camera-first interface, Google Flash vision at ~$0.001/scan, aggressive caching, social sharing for Threads/Bluesky.
Data loop: Every scan adds a product-level greenwashing record. Brands appear as scored entities in the shared graph. Consumer usage naturally declines, but the historical dataset compounds in value.
YKO.Earth
Climate organization intelligence. The definitive directory of who's doing what and for whom.
Ecosystem mapper answering complex network queries: collaboration gaps, funding flows, stakeholder overlaps. Insight windows — rotating intelligence displays revealing hidden patterns in the climate org landscape.
B2B revenue tiers
Pro $19/mo — researchers, journalists, job seekers
Teams $299/mo — NGOs, boutique funds
Enterprise $50K+/yr — custom ecosystem maps, white-label, API at scale
Critical gap
Dataset is a static snapshot. Needs a freshness loop — community contributions, automated org-status checks, or API ingestion from LinkedIn/Crunchbase — to justify enterprise pricing.
Data loop: User searches, bookmarks, and list-building reveal which organizations matter to whom. Search queries become intelligence about the ecosystem's gaps. Organizations become nodes in the shared entity graph.
Travel Conservation
Unified verification layer for sustainable travel. The most blue ocean opportunity in the ecosystem.
The gap it fills
50+ competing sustainability certification standards (GSTC, Rainforest Alliance, Green Globe, EarthCheck, Travelife) with zero consumer-facing AI verification layer. No one has built the aggregation and scoring layer travelers and booking platforms actually need.
Regulatory forcing function
EU Green Claims Directive (2026) requires booking platforms to substantiate sustainability claims. CSRD mandates Scope 3 business travel emissions disclosure. Neither Booking.com, Expedia, nor TripAdvisor has a credible compliance path.
Revenue model
Consumer: Free scan of any property
Operator listing: $500–2,500/yr
API (booking platforms): $25–50K/yr
Trust mark certification: $5–50K/yr
Stage
Pre-launch. Placeholder live. Phase 1 is a certification aggregator — the same directory model as YKO.Earth applied to GSTC-accredited operators.
Data loop: Travelers scan hotels and tours. Operators submit certification docs. Both loops generate fresh signal continuously — unlike YKO's static snapshot problem. Every traveler adds to the property-level trust record.
Shared entity graph — the actual asset
A brand scanned in GreenSpecs, listed as an organization in YKO.Earth, and rated as a travel operator in Travel Conservation should be the same entity with one unified trust score. This cross-platform entity layer is what makes a trust mark credible — and what competitors cannot replicate without years of data collection. Building it requires explicitly linking brand identity across all three platforms from day one.
Scoring methodology — applied across all three platforms
Five criteria, no jargon, applied to products, organizations, and travel operators consistently
01
Specificity
Are claims concrete and measurable, or vague and aspirational? "Carbon neutral by 2030 with SBTi pathway" vs "We care about the planet."
02
Transparency
Is the supply chain or operational data visible and verifiable? Does the entity disclose what's behind the claim?
03
Third-party validation
Self-reported or independently certified? Who conducted the audit and when? What enforcement mechanism exists?
04
Biggest impact coverage
Does the claim address the entity's highest-impact area? Packaging claims that ignore supply chain emissions score low here.
05
Marketing vs action
Do words match deeds? Is the marketing budget larger than the sustainability investment? Are claims consistent with known behavior?
Blue ocean analysis
Where the water is actually open
GreenSpecs — product greenwashing
Differentiated by camera-first AI vision, but competes in a crowded space. Yuka has 50M users and strong European brand recognition. EWG Verified dominates health/beauty.
Notable competitors
Yuka (50M users)EWG VerifiedGood On YouDoneGood
YKO.Earth — climate org intelligence
Genuinely novel as an AI-powered climate ecosystem intelligence platform. No direct competitor exists. The risk is long buyer education cycles for enterprise customers.
$1.9T market, 50+ fragmented certification standards, zero consumer-facing AI verification, and a compliance forcing function arriving in 2026. The space is entirely uncontested at the consumer layer.
The EU Green Claims Directive (effective 2026) and CSRD Scope 3 reporting requirements make verified travel sustainability data a compliance requirement — not a nice-to-have. Booking.com, Expedia, and TripAdvisor are all under pressure with no credible answer. The Phase 1 build is not technically ambitious: it is a certification aggregator applying the same directory model already proven with YKO.Earth. Hotels already pay for certifications; a "Travel Conservation Verified" badge at $500–2,500/year per property is the most near-term, realistic certification revenue path in the entire ecosystem.
Clear B2B buyer exists now
Hotels need ESG reporting. Corporate travel managers must log Scope 3 emissions. Booking platforms face EU law. All three will pay for verified data — none have a source. First contract target: $25–50K/year with an eco-travel agency.
Natural trust mark territory
Hotels already pay for GSTC accreditation, Green Globe, EarthCheck. A unified "Travel Conservation Verified" badge sits above existing certs as a meta-standard — the USDA Organic of sustainable travel. Operators want it; travelers need it.
Self-evident data collection loops
Travelers scan bookings. Operators submit certification docs. Unlike YKO's static dataset problem, every traveler generates fresh signal and every operator submission adds a verified property record. The data loop is obvious and self-reinforcing.
Phase 1 requires no new technology
Scrape the GSTC-accredited operator list. Build a searchable index. Launch travelconservation.org. This is the same pattern used to build YKO.Earth from the environment.wiki dataset — a solved technical problem with a new dataset.
Continuity gaps
What needs fixing before this scales
1
YKO.Earth is radically underpriced
The $299/month "Enterprise" tier ($3.6K/year) sets a price anchor that will be extremely hard to move when the insight windows and custom ecosystem map products are ready. The $299 tier should be renamed "Teams" and the $50K+/year enterprise tier needs to be announced now — even before the product fully exists.
2
Travel Conservation had no revenue model, data loop, or B2B buyer — now fixed
All three are now defined. Phase 1 is a certification aggregator (YKO model, new dataset). Phase 2 is B2B API for booking platforms. Phase 3 is operator self-service verification with badge. Immediate action: scrape GSTC accredited operator database and build the index.
3
GreenSpecs reports and YKO enterprise intelligence can cannibalize each other
Both products can be sold to the same buyer (NGO research director, ESG analyst). Without a clear line of demarcation, one undercuts the other. The fix: GreenSpecs = product-level intelligence. YKO = org/network-level intelligence. Never conflate them in sales materials.
4
YKO.Earth's dataset goes stale — no freshness loop defined
GreenSpecs builds its moat through continuous consumer scans. YKO's 7,000-org snapshot from environment.wiki loses value over time. A community contribution layer, automated org-status checks, or API ingestion from LinkedIn/Crunchbase is needed before this can justify $50K+/year enterprise pricing.
5
Trust mark authority has no near-term on-ramp in the roadmap
It's the largest long-term revenue ceiling — recurring certification fees like USDA Organic — but it doesn't appear in any milestone. The Travel Conservation operator listing fee ($500–2,500/year) is the beta trust mark. Start collecting it now and formalize it in 2026.
6
The three platforms don't share a unified entity identity
A brand scanned in GreenSpecs, listed in YKO, and rated in Travel Conservation should be one entity with one trust score. This cross-platform entity layer needs a shared schema and brand identifier from day one — retrofitting it later will be expensive and lossy.
Market penetration roadmap
Sequence for dominating the most open space
Now — Q2 2026
Build the certification aggregator (Travel Conservation Phase 1)
Scrape GSTC-accredited operator database. Build searchable hotel/tour/airline index. Launch travelconservation.org with camera scan for booking confirmations. This is the same directory model proven with YKO.Earth applied to a new, entirely uncontested dataset.
Once the index has coverage, sell API access to eco-travel agencies first (easier sale, mission-aligned), then approach Booking.com, Expedia, TripAdvisor. Target contract: $25–50K/year. Run GreenSpecs Anthology Fund application in parallel. First category analysis reports selling at $99–499.
API endpoint for property lookupEco-travel agency pilotCorporate travel Scope 3 productGreenSpecs reports launchAnthology Fund submission
Next
Q3 — Q4 2026
Operator self-service — beta trust mark
Hotels, tour operators, and airlines submit certifications for verification and listing. Verified operators get a "Travel Conservation Verified" badge. Charge $500–2,500/year listing fee. This is the beta trust mark: informal but functioning, revenue-generating, and testing the certification model before formalizing it.
Trust mark authority — formal certification program
Formalize the certification program. Partner with GSTC or a regional tourism board for credibility. Three tiers: basic verification ($2.5K/yr), standard certification ($10K/yr), premium audit + badge ($50K/yr). At this point Travel Conservation is a separate revenue center. Raise Series Seed to scale the entity graph across all three platforms.