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30elm Overview

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  • 1. 30elm is the premier destination to find home design professionals. Homeowners view homes from across the country and get connected with the design pros who created them.
  • 2. A Large Market 230k active remodeling firms 2.1M major, pro home projects /yr. X $6,200 Avg. marketing budget X $679 marketing acq. cost /project $1.4 Billion in annual spend Sources: “Foundations for Future Growth in the Remodeling Industry- February 2007 Harvard Joint Center for Housing Studies "Marketing” - February 2007 Remodeling Magazine "Marketing Budget” - June 2005 Remodeling Magazine
  • 3. Current Methods Don’t Work Well Professionals • Developing leads is costly • Offline solutions are hard to measure & unreliable • Effective websites can be expensive and difficult to build Consumers • Finding a design pro is time-consuming • Checking that a design pro is trustworthy can be difficult • Existing solutions do not consider style or budget
  • 4. A Consumer Driven Solution • Quickly & easily see hundreds of design ideas • Connect with the best design pro based upon style, budget, location • View feedback from past clients • Keep ideas organized by saving to a project planner with your notes • Communicate with pros by asking questions
  • 5. Lead Generation Homeowners click to request a consultation. We gather project info on style, location, budget & timeline. That info is sent to the pro as a lead for follow-up. We debit against their monthly membership.
  • 6. A Better Alternative Example Avg. Project Per Project Category Companies Projects Size Revenue Comments Editorial Lead- 30elm 32,000 Larger renovations & 29k $300 Matching (yr 3) custom homes Blind Lead- ServiceMagic, 0 3k-4k $33-42 Minor renovations Matching Reliable Remodeler AngiesList, Directory listing only, Directory 0 3k None Kitchens.com limited traffic HGTV, Dwell, None Finding pros not their core Editorial 100-500 Mid market Apartmenttherapy (ad based) business
  • 7. Online Shelter 4/08- Angieslist raises 35M, ontrack to produce 40M in revenue in ’08 4/08- Even with the housing crisis Servicemagic’s revenue grew 10% YoY, ontrack to produce 115M in revenue in ’08 3/08- Mydeco launches after raising 10M in “seed funding” Comp 30elm Service Reliable Quality AngiesL Dwell
  • 8. Web users love us # of del.icio.us Selected del.icio.us comments Bookmarks • “love love love” • “awesome professional home design • Dwell – 1,286 community” • 30elm – 1,044 • “This type of social networking could catch on • Service Magic – 548 very quickly as interior design is inherently • Architectural Digest – 151 something you want to share.” • PointClickHome – 142 • “A site that enables design professionals and homeowners to network, share their work via blogs and portfolios, collaborate on projects and *No advertising. No public more. For a wannabe like me, it’s a wet dream.” relations. • “Site que mostra projetos de designde interiores” •“
  • 9. Press "I like the rating system and the architect profiles section on 30elm. I can never get enough of those quick q and a's with anyone!" -Lara Hedberg Deam, Founder, Dwell
  • 10. Sample Package • Unlimited projects • Unlimited staff profiles • Dashboard -shows views, rankings, who’s saved info • Monthly analytics • Blogging capabilities • Unlimited contact requests • Client feedback
  • 11. Upcoming • Streamlined functionality • Improved design • Network of regional editorial blogs • Regional landing pages • Expanded sales and marketing efforts • Largest database of upscale projects • Traffic-driving promotional sites
  • 12. Design Cagematch • Very marketable, web-friendly concept • Fun game for design lovers • Game generates detailed project rankings • Bloggers will be encouraged to imbed cagematches • Game and rankings should drive substantial traffic • Participation optional
  • 13. Premium Packages • Featured placement • Video tours • Collaboration tools • Regional advertorial • Exclusive sponsorship opportunities • Lead generation • Automated design advisory • Web hosting ($75 /mo.) • Online advertising • Consumer seal of approval/ Quality assurance programs • Creative and marketing services
  • 14. Manufacturer Opportunities Category Sponsorship • $1k-5k /mo. for category sponsorship & custom- designed sitelet • Allows for up to 100 example projects to be submitted into the 30elm from network of dealers. All projects appear in 30elm main site and within custom integrated sitelet. • Sitelet can be customized to coordinate with brand image and URL (ie: gallery.plainandfancycabinetry.com) Display Advertising • Banner, video, rich media, interstitial ($10-50 CPM) Geo-targetting available Direct promotions • I.E. All members planning a Kitchen remodel >50k (Starting at $100 CPM) or trade direct promotions Newsletter Sponsorships $250 /issue Featuretisements e.g. Benjamin Moore color picker (Starting at $1k/mo.)
  • 15. Looking Ahead • Niche sites • International markets • Commercial design • Preeminent project database • Network of design sites
  • 16. Why work with us? • Superior platform • Leading edge technology • Experience in shelter space • Knowledge of regional publishing • Understand print media • Web driven approach (SEO) • Business minded • Shared commitment to excellence and innovation
  • 17. Site Statistics Gender split: Women 72%; Men 28% Age: 30-55; Mean 38 Homeowners: 84% College Graduate: 75% Household Income: 95k (Mean) Home Value: 434k (Mean) Propensity to Remodel: 75% intend to remodel their home in the next 18 months Mean remodel cost of 23k Residential Specifiers: 20% of visitors are kitchen and bath designers/dealers, interior designers, architects or custom home builders Regionality: High concentration of visitors east of the Mississippi Usage: 40% of users surveyed say they spend more than 30 minutes a week on 30elm Survey administered by QuestionPro. Popup would appear for 1 in 10 site visitors from 8/1/07-12/31/07.