1) Summary

Tupi is a playful, Duolingo-style app that turns everyday eco-actions into a game. B2C builds a community that learns, acts, and tracks its impact.

North Star: weekly active users completing at least one verified eco-action.

2) Background & Problem

• Climate action feels abstract, moralizing, and hard to sustain.
• Individuals lack simple, credible ways to act and see their impact.
• Companies need measurable CSR engagement with clear ROI (participation, CO₂ avoided, culture).

3) Goals & Non-Goals

Goals

• Make ecology feel fun, simple, and rewarding.
• Build a 5k–10k B2C early community to validate engagement loops.
• Deliver a B2B admin to run campaigns, track participation, and report impact.
• Provide credible CO₂ estimates per action (transparent methodology).

Non-Goals (v1)

• Full LCA per user; carbon offset marketplace; hard behavioral surveillance; enterprise payroll/benefits integration.

4) Users & Personas

• B2C “Explorer” (15–35): wants easy challenges, social fun, visible progress.
• B2B Employee: joins company challenges, likes badges/rewards, minimal friction.
• CSR Admin/HR: creates campaigns, views dashboards, exports reports, needs compliance.
• Content Curator: writes “Learning” articles, verifies action definitions.