LawnStarter's First Pitch Deck
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The easiest way to order and manage your lawn care. www.lawnstarter.com
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We started LawnStarter to take the pain out of ordering lawn care. This is the pitch deck we used to raise our angel round of funding. After raising funding, we launched in the DC area, specifically Fairfax County and Arlington. Now we're expanding into Austin TX as well. I hope you find this deck helpful as you begin to raise funds for your venture!
Transcript of LawnStarter's First Pitch Deck
The easiest way to order and manage your lawn care.
www.lawnstarter.com
The Team
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Steve Corcoran Ryan Farley
We’ve been working together for over 2 years:• Outperformed benchmark by over 10% as Financial Sector
analysts in Virginia Tech’s student-managed equity fund
• Launched video discovery engine Viirl.com
Advisors
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Content removed.
$71B industrySingle-family Residential
Multifamily Residential
Commercial
Poor customer experience is the status quo
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Government and Institutional
36%
36%
14%
14%
Why Lawn Care?
Typical Customer Issues
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• Contractors are unresponsive and unreliable
• Managing your account is a pain
• Finding a contractor is tough
• Getting a quote takes days
Many services attempt to solve this
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• Find contractor based on user reviews
• Solicit bids from multiple contractors
• Order handful of services online with fixed pricing
Our Solution
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A seamless customer experience, from start to finish:
Order instantly with transparent pricing
Manage all aspects of your account online
Quality guaranteed
Fantastic customer service
Product
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Order Service Online
Manage Your Account
OutstandingCustomer service
Lawnstarter.com/signup
Lawnstarter.com/sign-in
Who completes the service?
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Partners Our Crews
Partner with reliable contractors that want to grow
Earn 20% of revenue
Hire a crew chief and give autonomy to lead crew
Earn ~40% of revenue
Advantages:• Crews already set up• Proven in alpha testing
Advantages:• Complete control over schedule• Branding of trucks and uniforms
Challenges:• Integrating with existing schedule• Holding partners accountable
Challenges:• Hiring crew leaders & crew quickly• Requires up front capital investment
Homejoy Case Study
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• Y Combinator-backed, book cleaning services online
• Cleaners work exclusively with Homejoy
• Expanded to 31 cities in under a year
What we’ve done
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Alpha testingSept 2013
Built infrastructureNov2013
Pre-selling & convertible debt roundFeb2013
Formed partnerships for 2014Jan2013
Going Forward
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Launch in Greater Washington Metro Area (focused on Fairfax Co)
Raise round for expansion into 10-15 metro areas
• 3 million people and over 400,000 serviceable lawns
• Learn optimal marketing and operations strategies
Mar 2014
Nov 2014
We can acquire customers profitably
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Partner
$600
Our Own Crew
$300
Annual Value of a Customer
Direct Mail Lead Gen Paid Search
Cost per [mail / lead / click] $0.25 $5 $6
1 year breakeven conversion rate (partners) 0.08% 1.59% 1.91%
1 year breakeven conversion rate (our own crews) 0.04% 0.82% 0.98%
Expected conversion rate 0.300% 20% 10%
Expected CAC $83 $25 $60
Marketing Costs
Beating the Competition
Our advantages:• Leverage data at scale More efficient customer acquisition• Focus on customer experience Higher retention, strong brand
Map of lawn care providers in the US.
Financing Details
Total Capital Needed: $110k
• Provides 12 month runway (to next funding round)
• $30k contributed by founders
Use of Proceeds:
• $50k: Customer acquisition
• $30k: Living expenses
• $30k: Operating expenses
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The easiest way to order and manage your lawn care.
www.lawnstarter.com
