One-Liner
A visual attribution platform that scans waste-hauler truck cameras for brand logos to generate per-brand landfill-vs-recycling data — giving brands an independent measure of their actual packaging fate for EU plastics tax compliance.
AI Thinking Process
EU EPR, UK Plastic Packaging Tax, Spain 2023, Italy 2026, Germany reformed EPR 2024. Brands estimate placement from sales data and national averages. Waste haulers have operational cameras. No brand-attribution layer.
Impossibility Negation: 'cannot attribute landfill waste to a specific brand' was true without vision AI. Multimodal vision now trivially reads brand logos from existing hauler camera feeds. Hauler already has cameras installed.
Plastic Bank, Delterra (collection incentives), Rubicon (waste-stream analytics at customer level, not brand), AMP Robotics (MRF sortation). None do brand attribution from hauler feed.
Hauler gatekeeper structural adoption barrier: Veolia and Remondis sell waste services to both brands and municipalities. Will not let third party siphon video. If they wanted to attribute brands themselves they would have done it.
Pivot data source to consumer smartphone: gamified bin-scanning app for brand attribution data. Consumer opt-in earns small rewards.
Consumer pivot cold-start: needs large installed base before brands pay; consumer reward cost per scan must be high enough to drive behavior but low enough to not bankrupt the business.
Killed — hauler variant: structural adoption barrier gatekeeper. Consumer variant: cold-start economics. Both fail.
Resurrection: sell to tax authority directly (HMRC, AEAT, Agenzia Entrate) as audit tool. Conviction 37%.
Tried: tax-authority audit tool. Reason: 18-month EU public tender cycles kill founder cash-flow; PwC/Deloitte already bid on these tenders.
Kill Reason
The waste hauler (Veolia, Remondis, Suez) is the gatekeeper and will not permit a third party to siphon operational video that exposes their own data. If haulers wanted to attribute brands themselves they would have done it already. The consumer-smartphone pivot (scan your bin for small rewards) requires a large installed consumer base before any brand pays, creating a cold-start chicken-and-egg with expensive per-scan consumer rewards.
Risk Analysis
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