VanFUNDING 2016: Pitching Showcase Winner (My Green Space, Michael Moll)
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Transcript of VanFUNDING 2016: Pitching Showcase Winner (My Green Space, Michael Moll)
Our Big Why
Industrial agriculture is unsustainable.
Organic agriculture movement marks a return to food production that is in harmony with the planet.
Urban agriculture is going to play a key role in the future of sustainable cities and thriving communities.
WE will empower this revolution.
THE PAST
THE DREAM
THE REALITY
Problem
Current gardening value chain supports baby boomers, not millennials.
○ Delivery of gardening information is outdated
○ Research & sourcing supplies takes too long
○ Fear of failure is a blocker
Solution - Garden Management App
PlanningIntegrated growing zone
data for all of North America
ManagementNotifications & tutorials
for each task
TroubleshootingPlant doctor to help with
pests & diseases
E-CommerceGarden supplies
delivered to your door
Business Model
1. Monthly subscriptions○ $2.99/mo.○ Unlimited planter boxes○ Video tutorials
2. Commissions on seed & supply sales○ Current: e-commerce in Vancouver○ Testing: North America
○ Commissions on dropshipping through curated vendors○ Amazon affiliate revenue
Freemium App Model (Free to download, paid subscription)
Business Model
3. Licensing Software○ Upfront fee ○ Yearly licensing fee + maintenance costs
Target Clients:○ Seed Companies○ Garden Kit Makers
Currently in talks with Tower GardenHydroponic Gardening System
$36.1 Billion(TAM)
$3.5 Billion(SAM)
$1.2 Billion(SOM)
All Lawn & Gardening(USA, 2015)
Food Gardening(USA, 2015)
Millennial Gardening Spend(USA, 2013)
Market Opportunity
18%ANNUAL GROWTH RATE
$138ANNUAL SPEND PER HOUSEHOLD PER YR
15 millionMILLENNIAL
GARDENERS (USA)
Target Persona
Female
Urban professional millennial
Aged 25-45
Bachelor's degree
$45,000+ income
0 - 2 years experience
○ Health conscious, environmentally aware
○ Seeking connection to nature & food
○ More money to invest than time
Our ReachFueled by inbound marketing
without paid promotion
○ Facebook following is 13K Millennials
○ Educational and impact content
reaches 30-60K people per week
○ Achieved 3M social impressions
reaching 1M unique people
TractionMillennials need and will use a garden management app
○ Launched 4 months ago
○ 1200 users total, 300 weekly active
○ $20K revenue
○ Users all over North America
Competition
MILLENNIAL FOCUSEDNOT FOR MILLENNIALS
EASY TO USE
DIFFICULT TO USE
PLANT ALARM APP
GROW YOUR OWN
MY GREEN SPACE
Founding TeamFounders all come from farming backgrounds and are aligned on values.
Michael Moll, Co-founder, CEOB.Comm Marketing & Sustainability, UBC. Experience in software startups, sales and a passion for gardening.
Harp Dhinsa, Co-founder, CTOB.Sc Computer Science & Biology, UBC. Experience developing large web-based applications. Developed My Green Space apps.
Harpreet Bains, Co-founder, COOB.A. Psychology, KPU. Masters Certificate Project Management, UVic. Yoga Certification.Experience as farm business operations, residential builder, board director, chair, and university senator.
Praveen Varshney, Co-founder & Board Member
Fundraising Goals
Marketing
Test ROI of different marketing channels
○ Acquisition costs
○ Affiliate potential
○ User engagement
Development
○ Community & social engagement
100K Total Users
25K Active Users
Q3 2017 Goals
2K Paid Subscribers
$30K Monthly Revenue