Small99
Small99 is a Glasgow-based company that helps UK small businesses (under 49 employees) measure and reduce carbon emissions through free conversational estimation tools, a gamified workshop toolkit (Action Box), and a 120-city community meetup network (People, Planet, Pint).
- Company typePrivate
- Founded2020
- HeadquartersGlasgow, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Small99 does
Small99 Limited is a Glasgow-based, founder-led company that helps UK small businesses (under 49 employees) measure and reduce their carbon footprint. The company's product surface combines a conversational Carbon Footprint Estimator (built on UK Government emissions factors), a free Hero Carbon Reduction Planner that produces plans in under 10 minutes, and the Small99 Action Box — a gamified, card-based workshop toolkit with sector variants for hospitality, pubs, and myth-busting. A portfolio of mini-tools (Digital Footprint Calculator, Carbon Translator, Carbon Syncing Calculator) extends the offering into education and offset interpretation. All measurement tools are positioned as free, with monetisation occurring through one-time Action Box product sales via a Shopify storefront and bespoke workshop delivery as professional services.
Revenue mechanics are freemium-first: free tools drive top-of-funnel awareness, while Action Box licensing and customised workshops capture paid demand from sustainability managers, small business owners, consultants, and climate enthusiasts. The go-to-market blends product-led growth (self-serve free tools) with a distinctive community-led motion via People, Planet, Pint — an informal meetup format operating across 120+ cities with 20,000+ attendees, organised through a decentralised host network that creates organic word-of-mouth acquisition at near-zero marketing cost. Distribution is augmented by conference exhibition (edie25/edie26), academic positioning (Oxford Brookes Entrepreneur in Residence), and ecosystem integration alongside Climate Fresk and Carbon Literacy programs.
The company was founded in December 2020 by Adam Bastock, operates as a private limited company in Scotland (SC729734), is bootstrapped with no disclosed external funding, and has engaged over 50,000 businesses while training 3,000+ organisations in workshops. Recent strategic moves — including the SCVO third-sector partnership in 2024 and the edie corporate event partnership in 2025-2026 — indicate an evolving motion that retains the SMB core while extending toward enterprise sustainability teams and adjacent verticals such as hospitality and the third sector.
Small99 firmographics
Firmographics- Name
- Small99
- Legal name
- Small99 Limited
- Website
- https://small99.co.uk
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Small99 is a Glasgow-based company that helps UK small businesses (under 49 employees) measure and reduce carbon emissions through free conversational estimation tools, a gamified workshop toolkit (Action Box), and a 120-city community meetup network (People, Planet, Pint).
- Ownership category
- akta.pro rank
Small99 industry classification
Industry- Product category
- Sustainability Training & Carbon Management for Small Business
- NAICS
- Environmental Consulting Services (54162)
- SIC
- Services-Prepackaged Software (7372), Services-Management Services (8741)
- akta.pro primary industry
- Emissions Factors, LCA & Product Carbon Footprint (PCF) Platforms (EUABAEAD)
- akta.pro secondary industries
- Regulatory & Disclosure Strategy (CSRD/ESRS, ISSB/IFRS S2, SEC, TCFD) (EUABAKAH), Carbon Neutrality/Claims Strategy & Communications (claims substantiation, greenwashing risk) (EUABAKAK)
Keywords
Where Small99 is headquartered
LocationHeadquarters
- HQ city
- Glasgow
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Small99 business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Action Box Products: Gamified workshop toolkits sold as physical or digital products including Hospitality Action Box, Pub Mini Game, and Myths & Misconceptions Game for sustainability training and behavior change.
- Bespoke Workshops and Toolkits: Custom workshop development and delivery for organizations seeking tailored carbon reduction training solutions.
- Free Tools (Lead Generation): Free carbon footprint estimator and Hero carbon reduction planner drive awareness and lead generation for paid products and services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free carbon measurement tools |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels12 records
Small99 product offering
Product offeringCore offering
Small99 provides small UK businesses with conversational free digital tools to estimate their carbon footprint and build a carbon reduction plan, together with the Small99 Action Box — a paid gamified workshop toolkit — and bespoke workshop delivery for organisations wanting tailored carbon reduction training. The company combines software products, physical/digital workshop kits, and the People, Planet, Pint community event series to make sustainability accessible to the 'Hidden Majority' of UK businesses under 49 employees.
Product overview
Small99 is a UK-based platform offering a suite of tools and services designed to help small businesses achieve net zero. The core offering includes the Small99 Action Box (a gamified workshop toolkit with variants for hospitality and consultancy), the Carbon Footprint Estimator (a conversational tool aligned with GHG Protocol standards), and Hero (a carbon reduction planner). Additional mini-tools include the Carbon Syncing Calculator, Carbon Translator, and Digital Footprint Calculator. The company also facilitates the People, Planet, Pint community event series spanning 120+ cities. All tools are designed for accessibility, emphasizing action over accuracy to help businesses begin their sustainability journey quickly.
Differentiator
Problem solved
Functional benefit
Brands
- Small99 Action Box: A gamified workshop-in-a-box designed to engage teams on sustainability and carbon reduction fundamentals.
- People, Planet, Pint
- People, Planet, Pastry
- Hero – Carbon Reduction Planner
- Carbon Footprint Estimator
- Carbon Syncing Calculator
- Carbon Translator
- Digital Footprint Calculator
Products and services
- Small99 Action Box Gamified workshop-in-a-box toolkit that engages whole teams on sustainability and carbon reduction through action cards and interactive games (including the Higher/Lower Game, Myths & Misconceptions Game and Pub Mini Game variants); designed for sustainability managers, business owners, consultants and climate enthusiasts without requiring facilitator training.
- Carbon Footprint Estimator Free conversational online tool that estimates a small business's carbon footprint in approximately 2 minutes by asking a small number of questions about operations, aligned with GHG Protocol, SBTi and Race to Zero campaign requirements.
- Hero – Carbon Reduction Planner Free platform that helps small businesses create a Carbon Reduction Plan in under 10 minutes, structured around Scope 1, 2 and 3 emissions and aligned with PPN 06/21 for UK government contract bidding.
- Bespoke Workshops and Toolkits Custom workshop design and delivery service for organisations wanting tailored carbon reduction training, including integration with Climate Fresk and Carbon Literacy educational experiences.
- Action Box Hospitality Sector-specific variant of the Small99 Action Box tailored for hospitality businesses, featuring hospitality-relevant examples and sustainability actions.
- Pub Mini Game Interactive mini-game version of the Action Box designed specifically for pubs and hospitality settings to engage teams in sustainability topics.
- Myths & Misconceptions Game Gamified learning tool within the Action Box series that helps teams identify and debunk common sustainability myths and misconceptions.
- Digital Footprint Calculator Free calculator that helps businesses estimate and understand their digital emissions and technology-related carbon footprint.
- Carbon Syncing Calculator Calculator that helps businesses understand the true carbon offset required from tree planting, accounting for the 15-year timeline before trees draw down significant carbon.
- Carbon Translator Tool that translates confusing CO2 emission figures into easy-to-understand everyday equivalents using UK Government Conversion Factors (e.g. annual vehicle mileage per tonne of CO2).
Quantifiable outcome
- 3,000+ organizations trained through workshops
- +3 more outcomes
Companies that use Small99
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles3 records
Small99 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Small99 partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- ediecorePartnership with edie25 (March 2025) and edie26 (March 2026) - UK's longest-running sustainable business event. Small99 exhibiting to bring Action Box and gamified workshops to corporate teams. Hosting People, Planet, Pint evening events at edie conferences.
- SCVO (Scottish Council for Voluntary Organisations)coreCollaborated to build a simple assessment tool for third sector organisations across Scotland to assess sustainability progress. Developed offline workshop format combining Small99 Action Box with digital assessment tools. This partnership enabled reaching marginalised rural communities and scaling sustainability guidance to the third sector.
- Stripe ClimateminorSmall99 participates in Stripe Climate initiative, directing a portion of revenue to carbon removal projects.
- Clean Growth UKminorAdam Bastock selected to write Clean Growth UK Net Zero 360 content, contributing to SME sustainability education resources.
- Oxford Brookes Business SchoolminorAdam Bastock appointed as Entrepreneur in Residence, contributing to entrepreneurship education and mentorship.
- Climate FreskminorSmall99 Action Box designed to complement Climate Fresk's educational experience, enabling businesses to turn knowledge into action after completing Fresk workshops.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Small99 competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Small99 social profiles
Digital presenceSmall99 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Small99 leadership team
Management profileNumber of profiles
Profiles1 record
Small99 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Small99 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Small99
What does Small99 do?
Small99 provides small UK businesses with conversational free digital tools to estimate their carbon footprint and build a carbon reduction plan, together with the Small99 Action Box — a paid gamified workshop toolkit — and bespoke workshop delivery for organisations wanting tailored carbon reduction training. The company combines software products, physical/digital workshop kits, and the People, Planet, Pint community event series to make sustainability accessible to the 'Hidden Majority' of UK businesses under 49 employees.
Is Small99 a public or private company?
Small99 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Small99 founded?
Small99 was founded in 2020. It employs 1 to 10 people.
Where is Small99 based?
Small99 is headquartered in Glasgow, United Kingdom, in the Europe region.
How does Small99 make money?
Three revenue lines are on record. Action Box Products are the primary driver. The others are bespoke Workshops and Toolkits and free Tools (Lead Generation).
Does Small99 have an API?
No public API is recorded for Small99.
What industry is Small99 in?
Small99's product category is Sustainability Training & Carbon Management for Small Business. Its primary akta.pro industry code is EUABAEAD, Emissions Factors, LCA & Product Carbon Footprint (PCF) Platforms, with a secondary code of EUABAKAH, Regulatory & Disclosure Strategy (CSRD/ESRS, ISSB/IFRS S2, SEC, TCFD). Its NAICS code is 54162 and its SIC code is 7372.