Please read the rest of this page carefully to judge for yourself if your idea fits the easy brand values before getting in touch. It is important to note that we invest in easy-branded companies where the business is controlled by the easyGroup and charge royalty fees for licensing our brand to reputable established entities.

As we receive a large number of proposals it can take us a great deal of time to review them, so it helps us if the information you provide is in a consistent format. Please use the online form below to identify the key features of your proposal. If we believe that your concept fits the brand we will be in touch.

Our criteria
Ideas must meet all the following requirements for consideration.

Industry requirements
The proposal must be in an industry that:

• Is consumer facing.
• Is a price elastic market with the opportunity to grow the market through lower prices.
• Is a perishable commodity (e.g. something that you cannot sell again like a night at a hotel room, rather than fresh vegetables).
• Has incumbents with a high unit cost base.
• Has no low-cost competitors in its market.

“easy” Principles
Any venture must:

• Use, fit and build the 'easy' brand.
• Provide good value to the customer.
• Use technology to cut costs and improve quality.
• Sell direct to the consumer e.g. Internet sales.
• Be a simple offering.
• Not play by traditional market rules.
• Not bundle products.

Business model requirements
The business model must:

• Have significant unit cost-savings compared with the best in the market, excluding potential marketing benefits from the easy brand.
• Have low marginal cost (e.g. it costs you nothing to service an additional customer).
• Be possible to yield manage the price (be able to vary the price according to demand).
  
• Have the potential to significantly increase utilisation (occupancy) compared with the industry.

Financial requirements
The business model must:

• Have the potential for floatation in c.5 years (typically requiring an annual profit of £10m pre-flotation and strong growth potential).

Brand licensing requirements
The licensee must:

• Be an established player in its industry for at least 5 years.
• Have a solid track record of financial performance.

New idea submission form
Submit details of your idea by clicking PROCEED below...

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easyGroup legal policy
With regard to our trade mark policy. The easyGroup of companies has built up a very significant reputation in the “easy” name and has a number of trademark applications and registrations, which include the “easy ” name in many countries. I am sure you will understand that easyGroup cannot permit others to use the “easy” name without the group’s rights in its name being prejudiced. It follows that no use should be made of the “easy” name (or anything similar to it) without our consent.

There may also be situations where a project is rejected and later independently developed by others, including those within the easyGroup, who were not party to initial disclosures.