Heeding aims to differentiate itself in the market through several key competitive advantages, primarily centered around its digital platform and unique value proposition12. These advantages can be summarized as follows:

• Innovative Digital Platform: Heeding offers a digital platform dedicated to sustainable and very low-carbon energies, which is designed to bring together the entire ecosystem, regardless of the volume exchanged. The platform's key features include:
  • Matchmaking and Secured Execution: The platform ensures matchmaking between producers and users and secures the execution of transactions. It uses blockchain technology to track transactions from production to use.
  • Emission Monitoring: The platform calculates and monitors emission gains, providing transparency in environmental impact.
  • AI and Data Analytics: The platform uses AI and data analytics to find the best combinations for users (customers, producers, partners), contributing to the development of sustainable fuels.
  • User Experience: The platform aims to provide an exceptional and simple customer experience.
• "Sustainability as a Service" (Susaas): Heeding provides a "turnkey" solution, offering "Sustainability as a Service" through its digital platform. This means that it acts as a "one-stop shop" for users. This approach simplifies the transition to sustainable energy for its customers.
• Broad Range of Fuel References: Heeding offers a large number of fuel references on its platform. This allows users to have a wide variety of choices and find the products that meet their specific needs.
• Qualified Producers: Heeding qualifies producers based on decarbonization targets, ensuring that the products traded on the platform meet sustainability standards.
• Framework Contracts: Heeding establishes framework contracts with producers, partners, and users, structuring and securing transactions. These contracts ensure long-term commitments and provide visibility on production plans.
• Market Access and Opportunities:
  • For Producers: The platform facilitates the supply of raw materials and biomass for producers and increases their market opportunities, regardless of their size. It also provides them with long-term commitments and possible investments.
  • For Users: The platform provides users with a broad vision of available options, helping them to make informed choices at the right price, with a reduced carbon footprint, and facilitated logistics3. It allows users to easily find the right product, access a wide choice of producers, negotiate conditions, and arrange for easy delivery through a single interface.
• Unifying a Fragmented Environment: Heeding aims to unify and structure a fragmented market for sustainable energy, making it easier to access and use. The company also increases traded volumes to enable cost reduction.
• Integration of Peripheral Players: Heeding integrates peripheral energy players, such as manufacturers and transporters, into the value chain, creating a more holistic approach.
• Non-Conventional Multi-Energy Platform: Unlike other platforms, Heeding aims to be the only non-conventional multi-energy platform with an international vocation, distinguishing itself from traditional energy trading companies that are still primarily focused on the oil and gas model.
• Focus on Customer Experience: Heeding emphasizes an exceptional customer experience, aiming to make sustainable energy as simple as possible and to make it a commodity. The company's customer service is designed to be available 24/7, guiding customers through their clean energy journey.
• Guarantee of Origin and Sustainability: Heeding offers a guarantee of origin (GO) and proof of sustainability (PoS) for the traded CEC.
• Fair Pricing and Transparency: The company aims to provide fair prices for both producers and offtakers, with full price transparency.
• Flexibility: Heeding proposes flexible contracts to offtakers, and certificates for offtakers and the whole industry. The platform is accessible to any producer or offtaker, regardless of size or volume of trade.

Heeding’s approach is to provide a comprehensive and user-friendly platform that addresses the complexities of the sustainable energy market. By focusing on these key advantages, Heeding positions itself as a disruptive innovator in the clean energy sector, aiming to become a major player in the global CEC marketplace.

Heeding targets a diverse range of market segments, primarily focusing on B2B clients across various sectors. These segments include, but are not limited to, the following:

• Transportation: This is a key focus for Heeding, encompassing multiple modes:
  • Air: Heeding aims to establish its value in this sector with Sustainable Aviation Fuel (SAF). Target customers include recreational, private, professional, parapublic, and military aircraft, airlines, airports, and refueling stations.
  • Maritime: Heeding plans to focus on biodiesel in this sector2. Specific customers include patrol, tug, and pilot vessels, river ferries and cruise ships, IWT container and bulk vessels, island ferries, short-sea/feeder containers, sea and ocean cruise ships, shortsea tankers, dredging vessels, dry bulk vessels, deep-sea container ships, general cargo vessels, bulk tankers, commercial and passenger boats, recreational crafts and private yachts, offshore boats and ships, shipping and cruising companies, fishing companies, harbors and sea ports, bunkering companies, and refuelling stations in harbors and seaports.
  • Road: This includes light, medium, and heavy vehicles, shipping companies, parapublic-use vehicles, military-use vehicles, and refuelling stations.
  • Rail: Heeding targets non-electrified railways, including diesel and hydrogen trains.
• Agriculture: Heeding aims to serve farmers with their needs for vehicles, power systems, and fertilizers.
• Building/Public Works/Mining: This sector includes construction companies and the mining and timber industries.
• Manufacturing Industry: Heeding’s platform aims to serve the manufacturing sector including cement, steel, oil and gas, glass, and chemical industries, as well as the food and beverage industry.
• Hospitality: This sector is a target customer for power generation and backup power solutions.
• Communities and Organizations: Heeding aims to provide heating fuels and power generation to communities, and offer backup power solutions.
• Corporate Clients: Heeding also targets corporate clients in the voluntary corporate market.

Heeding categorizes offtakers into four main sectors: Agriculture & Construction, Power & Heat Organizations, Industry, and Mobility. The company aims to acquire a customer base of several tens of thousands of customers of all sizes, including suppliers, producers, partners, and offtakers. Heeding is developing both a corporate trading workforce at its headquarters in Sophia Antipolis, and worldwide agents to connect with local markets. Customer service is intended to be available 24/7.

In summary, Heeding is targeting a very broad customer base that spans numerous industries and customer types, with a particular focus on industries that require a transition away from fossil fuels and toward clean energy.

Heeding's platform facilitates transactions by providing a digital marketplace that connects the entire ecosystem of Clean Energy Commodities (CEC), from suppliers of raw materials and molecules to CEC producers, partners, and offtakers. Here's how the platform streamlines transactions:

• Connecting the Ecosystem: The platform brings together suppliers, producers, partners, and offtakers, enabling them to sell or buy current or future production or energy security based on their needs.
• Matching Supply and Demand: Heeding's platform acts as a marketplace, allowing suppliers and producers to list their current or future production and offtakers to purchase energy based on their needs. The platform also facilitates connections with specialized transport and storage companies, consulting firms, legal firms, and financial partners, creating a comprehensive ecosystem.
• Offer Comparisons: The platform uses a proprietary algorithm to provide offers and solutions by comparing CEC, price, lead time, and emissions saved.
• Direct Transactions: Transactions occur directly between parties through the platform. Initially, the parties are connected anonymously, with identities revealed upon issuance of the order.
• Variety of Contract Types: The platform supports a range of contract types, including framework contracts with suppliers, producers, partners and users, either one-off or over a given duration/volume. The platform also provides access to Contracts for Difference (CFDs), Corporate Power Purchase Agreements (PPAs), Corporate Power Supply Agreements, Climate Protection Contracts, Short-Term Contracts, Hassle-Free Contracts, Energy Security Contracts, and Sustainability Contracts.
• Transparency and Traceability: The platform ensures transparency and traceability of transactions using blockchain technology. This includes tracking transactions from production to use and calculating and monitoring emission gains. Offtakers receive a Guarantee of Origin (GO) and Proof of Sustainability (PoS) of their CEC.
• User-Friendly Interface: The platform is designed to be user-friendly, making it easy for customers to find the right products, negotiate conditions, and manage deliveries through a single interface.
• Simplified Experience: Heeding provides a "turnkey" solution, or "Sustainability as a Service," allowing customers to focus on their core business while the platform handles the complexities of CEC transactions.
• Market Access: The platform offers a wide choice of producers and products, providing access to a broader market and enabling customers to find the best options for their needs.
• Price Competitiveness: By increasing the traded volumes, the platform aims to reduce costs, providing competitive prices for offtakers.
• Flexibility: The platform offers flexibility to offtakers with a range of contract options, certificates for offtakers and the industry, and worldwide trading capabilities.
• Payment Security: Secured payment is enabled through the platform.

In summary, Heeding’s platform acts as a comprehensive digital marketplace that facilitates transactions by connecting all stakeholders, ensuring transparency and traceability, providing a user-friendly experience, and offering a wide range of services and contract types. It also utilizes technology like AI and blockchain to optimize the process and create a liquid, efficient market for CEC.

Heeding's target customer base is primarily B2B, serving a wide range of sectors that include but are not limited to:

• Transport: This includes air, sea, river, rail, and road transportation. Heeding specifically aims to validate its value proposition in the maritime sector with biodiesel, and in the air sector with Sustainable Aviation Fuel (SAF) in 2025.
• Agriculture: Heeding aims to serve farmers with their needs for vehicles, power systems, and fertilizers.
• Building/Public Works/Mining: This includes construction companies, and the mining and timber industries.
• Manufacturing Industry: Heeding's platform aims to serve the manufacturing sector including the cement, steel, oil and gas, glass, and chemical industries.
• Hospitality: The hospitality sector is a target customer for power generation and backup power.
• Communities: This includes various communities and organizations that need heating fuels and power generation.
• Corporate Clients: Heeding also targets corporate clients in the voluntary corporate market.

Heeding aims to acquire a customer base of several tens of thousands of customers of all sizes. The company's platform is designed to be accessible to any Clean Energy Commodities (CEC) producer or offtaker, regardless of their size or volume of trade. Heeding’s customers include suppliers of biomass and molecules, producers of CEC, partners, and offtakers.

Heeding categorizes offtakers into four major sectors:

• Agriculture and Construction
• Power & Heat Organizations
• Industry
• Mobility

Within these sectors, Heeding has specific customer targets, for example, in the maritime sector, Heeding's target customers include patrol, tug, and pilot vessels, river ferries and cruise ships, IWT container and bulk vessels, island ferries, short-sea/feeder containers, sea and ocean cruise ships, shortsea tankers, dredging vessels, dry bulk vessels, deep-sea container ships, general cargo vessels, bulk tankers, commercial and passenger boats, recreational crafts and private yachts, offshore boats and ships, shipping and cruising companies, fishing companies, harbors and sea ports, bunkering companies, and refueling stations in harbors and seaports. In the air sector, Heeding's target customers include recreational, private, professional, parapublic, and military aircraft, airlines, airports, and refueling stations14. Heeding also targets light, medium, and heavy vehicles in the road sector, non-electrified railways, farmers, building companies, mining companies, timber companies, and motor sport teams.

Heeding plans to have both a corporate trading workforce at its headquarters in Sophia Antipolis and worldwide agents to connect with local markets. The company's customer service is designed to be available 24/7 to provide expert guidance on clean energy solutions.

In summary, Heeding's target customer base is very broad, aiming to include a wide variety of B2B customers in diverse sectors that are moving towards sustainability and clean energy.

Heeding's stated ambition is to significantly reduce emissions from human activities and improve air quality while supporting growth. Specifically, Heeding aims to avoid emissions of more than 1 billion tonnes of CO2. To put this number into perspective, this is equivalent to the carbon footprint of 1 billion people flying from Paris to New York, or the annual emissions from aviation.

Heeding intends to achieve this goal by offering solutions that enable the reduction of emissions from fossil fuels by at least 70% and up to 100% over their life cycle. The company wants to complete the energy mix and facilitate the emergence of sustainable fuels. As a company, Heeding's goal is to become a "green unicorn" by changing the status quo.

Heeding's mission is to deliver solutions that foster the world's shift from fossil fuels to clean energy and become a tier-1 supplier of clean, reliable, efficient and cost-effective energy sources and solutions to preserve the climate. The company aims to provide the broadest choice of products and producers on the Clean Energy Commodities (CEC) market and be a global marketplace for CEC. In addition to avoiding CO2 emissions, Heeding aims to reduce substantial quantities of other harmful emissions such as CO, NOx, and CH4.

The company intends to achieve these goals by connecting CEC producers and offtakers, enabling CEC transactions, making CEC available anywhere, anytime, whatever the volumes, catalyzing the transition to clean energy, facilitating the growth of non-fossil energy commodities (CEC), and delivering the best customer experience in the energy sector.

Heeding's primary revenue streams are based on a commission on transactions and a subscription model.

Here are the details of Heeding's revenue streams:

• Commission on Transactions: Heeding generates revenue through a commission on each transaction made on its platform. This includes over-the-counter brokerage, contracts, framework agreements, and auctions. The commission structure varies depending on the subscription plan.
• Subscription Fees: Heeding employs a subscription model where users can choose between different plans, each with varying levels of access and benefits3. There is a freemium model with free basic functions, and paid subscriptions for advanced features. The platform has a subscription policy for customers with different plans, including:
  • Starter plan: A free subscription, which is time-limited to 6 months. It includes access to baseline services and the ability to place one order per month. After the 6 month trial period, customers are moved to another plan. There is a reduced commission on the first order, and a 9% commission for subsequent orders.
  • Bronze plan: A subscription for small companies and low-volume users, at 99€ per month, with a 7% commission rate and reduced commission on the first order.
  • Silver plan: A subscription for medium-sized companies and medium-volume users, at 299€ per month, with a 4.5% commission rate and no commission on the first order.
  • Gold plan: A subscription for large companies and high-volume users, at 999€ per month, with a 2% commission rate and reduced commission on the first order.
  • Suppliers, producers and partners do not pay subscription fees.
• Advertising: Heeding also generates revenue through advertising from OEMs related to CEC production, transportation and storage.

In summary, Heeding's revenue model is multifaceted, combining transaction-based commissions and subscription services to ensure a sustainable income stream.

Heeding's core value proposition is to make the sustainable energy market easy and structured by setting up a digital platform that brings together the ecosystem of sustainable energies. This platform aims to connect biomass suppliers, producers, and partners with user customers.

Key aspects of Heeding's value proposition include:

• For biomass suppliers, producers, and partners: The platform provides more outlets, visibility on production plans, opportunities for long-term commitments and possible investments, and facilitates hiring.
• For user customers: The platform enables easy access to a wide choice of producers, negotiated conditions, and easy delivery through a single interface.
• Matchmaking: Heeding offers an innovative digital platform dedicated to sustainable and very low-carbon energies. The platform ensures matchmaking and secures the execution and blockchain tracking of transactions from production to use.
• Sustainability as a Service: Heeding provides a "turnkey" solution in a "one-stop shop" for its users, leveraging digital technology and data analytics to support the decarbonization of the economy.
• Intelligent Platform: The platform uses AI and blockchain technology to find the best combinations for customers, producers, and partners, contributing to the development of sustainable fuels and energies.
• Simplified Customer Experience: The platform aims to provide an exceptional and simple customer experience.
• Market Structure: Heeding seeks to unify and structure a fragmented environment, increase traded volumes to enable cost reduction, and make sustainable energy a commodity.
• Inclusivity: The platform integrates peripheral energy players, such as manufacturers and transporters, into the value chain.
• Guaranteed Origin and Sustainability: Offtakers using the platform receive a Guarantee of Origin (GO) and Proof of Sustainability (PoS) for their clean energy commodities (CEC).
• Competitive Pricing: The platform facilitates competitive prices through high trading volumes.
• Stable Economic Conditions for Producers: Producers gain visibility on offtake contracts, allowing for stable economic conditions and solid forecasts to grow their businesses.
• Focus on Core Business: Heeding enables both producers and offtakers to focus on their core business by taking care of CEC transactions.
• Connecting the Ecosystem: Heeding connects the whole CEC ecosystem, including suppliers, producers, partners, and offtakers, enabling them to sell and buy current or future production or energy security.
• Variety of Services: The platform offers a range of services, including contracts for difference, corporate power purchase agreements, and sustainability contracts, as well as options for transportation and storage.
• 24/7 Support: Heeding offers 24/7 customer support to guide customers in their clean energy journey.

In summary, Heeding aims to simplify and structure the sustainable energy market by providing a digital platform that connects all stakeholders, ensures transparency and traceability, and offers a wide range of services to facilitate the transition to clean energy.