Team Nightingale's We're Going to Make Millions project. A business pitch for homemadehome.com - a DIY and crafts platform that enables users to do projects in their own time with the added benefit of 2-way interaction with tutors.
A community built on a platform where people
learn and teach others how to make stuff.
On the platform online tutorials, courses and 1-2-1
sessions between tutors & users are facilitated.
‘Teachers’ earn money for their knowledge, ideas
& assistance and build a reputation as an expert in
their field through ‘user’ reviews.
‘Users’ find a wealth of ‘how-to’ content &
courses (some free, some paid), but also have the
opportunity to pay for specialist 1-2-1 advice
specific to the task they are planning to undertake.
Home Made Home is a DIY & Craft community
for people who love where they live
Everyone should have a happy, beautiful home.
With the right tools and knowhow, every person
can create a place that fits their personality
Home Made Home helps you bring out the best
in you home by putting you in touch 1 on 1 with
experienced likeminded professionals
What we believe in:
Worldwide a trend is rising known as ‘maker culture’
Our aim is the UK market:
a DIY multiples market worth over £7bn.
And a crafts sector of £4.4bn (which is equal to
the size to the British petrochemical industry).
“The preference for smaller scale, lower cost home
improvement projects such as decorating; upgrading home
furnishings and garden projects are expected to remain
popular … Consumers are likely to undertake DIY tasks
themselves rather than ‘Get Someone In’. This will
continue to benefit the DIY companies and particularly
those with a greater emphasis on the consumer, rather
than the trade.”
source: AMA Research DIY Multiples Market UK 2010-
It’s win-win situation.
With a stagnated housing market the trend moves
to DIY; improve don’t move. As the housing picks
up more people will be taking on properties in
need of renovation.
Etsy.com, an online marketplace for handmade
items sold $62.8 million of goods in March 2013
alone. Folksy, which launched in 2008 and
focuses exclusively on UK designers and makers,
says sales increased by 526% from June 2009 to
Of course we have to consider these alternatives:
1) Get the man in – use an actual contractor.
2) Buy it ready-made.
However, our market research shows that
DIY and crafts are the increasingly popular choice.
Offline there’s also competition from
In-Store Courses (B&Q charging £10 for 2-4hr
face to face training / workshop).
As well as books and how-to guides.
Online content, such as tutorials found on
Youtube or sites like makerzine.com, are a free
alternative to the content on our platform.
These videos and websites do not, however, offer
the tools, advice and tutoring that empowers our
users to undertake the DIY / crafts project of their
choice with confidence.
Some platforms exist where teachers can create
and offer courses and tutorials. Such as
skillshare.com and craftsy.com
We differentiate from it by aiming on the UK
market and its specific cultural demands.
With a focus on DIY and crafts
and by offering 1-2-1 tutoring.
Our learning management system (LMS) will be
built in HTML5 to allow for easy integration of
video content across all devices – a key factor
when you’re trying to replicate what’s being
explained or demonstrated to you.
For clinics and 1-2-1 sessions an iframe will be
embedded into the site allowing users to interact
with their teacher using our video-conferencing
platform of choice (GoToMeeting for example).
Mobile users shouldn’t have a problem streaming
pre-recorded tutorials and for clinics and 1-2-1
sessions they will be directed to the AppStore or
Play Store where they will be prompted to
download the native app.
In order to enable better quality viewing of
recordings and tackle file-size and bandwidth
issues, files will be compressed and stored on the
cloud. Shortcuts to content already paid for will
be provided and can be saved locally.
Use of the cloud hosting keeps site running costs
to a minimum. The use of a third-party video-
conferencing platform such as GoToMeeting
provides an affordable platform for interactive
sessions plus 24/7 technical support.
Affiliating a celebrity to
our brand would really
propel us to another level.
Average cost depends on
the celebrity and what
exactly we would want
them to do for the brand.
PR activity when the site
launches can contribute
to driving visits to the
site. We can also look
into press releases, and
targeted e-newsletters to
reach a target group
These would be great to
reach craft and DIY fans.
We could utilise relevant
environments and adjust
copy to appeal to different
audiences. Average full
page cost - £700
Offline promotional opportunities
Display activity - behavioural targeted
to DIY and craft enthusiast
PPC campaign targeting long tail
keyword terms related to DIY and crafts
Once customer data has been captured emails
are sent regarding the latest courses and discounts
Referral scheme – credits that can be redeemed
against classes for any friends referred to
Home Made Home by a current customer
Highlight major influencers in the DIY and Craft blogosphere, using
Hootsuite & Buzzstream
Teaching focus: approach blogs and encourage them to earn extra
revenue by sharing their knowledge on our platform
Influence focus: provide bloggers with free access to our community
in return for articles, banners and reviews on their site.
• Content focused on users posting their craft products and DIY fixes
• Competitions where the user is rewarded with community credits for
the best project
• Top tips from our teachers
• Use of pictures and vine content
• Craft boards focused on how homemade items have been used in
• DIY boards focus on before and after pics
A crowdsourced event to turn a run down dilapidated house into a home
that anyone would love to live in. Utilise our social media channels to raise
awareness of a 24 hour craft and DIY event.
Members post ideas to a Pinterest board to enter. We then select 100 of
the best member ideas to attend 3 hour slots to improve the house.
YouTube channel, Facebook, Twitter and Pinterest updates.
After 24 hours the house is valued house and put on the market. All profit
from the sale is given to charity.
Crowdsourced PR Event
We will explain the revenue model by taking some
steps through the customer journey,
starting with someone who wants to teach.
Registration is free, no monthly fees
(encourages network growth)
Build your profile
What services do you offer?
When are you generally available to teach?
What content do you want to upload / create?
Name your price for the skill(s) you want to sell.
Guideline prices are suggested, (benchmarked against
similar content providers to create a competitive
Initially we will take 15% of any sales, user pays the
price they see. Average course cost = £40 (no limit on
number of students). 1-2-1 session cost = £10, for up to
User leaves feedback at the end of the session which is
posted to the teacher’s profile
Commission rate drops as low as 10% as star rating for
the teacher increases (we reward great teachers).
Additional revenue streams
Affiliate activity / Cross sell – packaging up the tools &
materials required for the course will also drive
revenues via commissions of 3-5%.
Consultancy for teachers to help self promotion, drive
up student uptake, improve their profiles for a
reasonably low price (better content = more students).)
• Traditionally offline classroom environment:
there is currently no country-wide coverage of
classroom tuition as most courses are offered
in larger urban areas only
• Only site in the UK that offers 1-2-1 online
tuition for DIY and crafts.
• Growing community of DIY’ers and Crafters in
DIY is a very large area of mistrust with an initial
feeling of ‘how much should this really cost?’
mentality. HMH allows the consumer to do one of
•Gain confidence and know-how on how to do project themselves
•Gain knowledge around the project to make a more informed offline decision
(remove the ‘Fear of the Unknown’ element to hiring contractors)
•Use the HMH to find a contractor in their area, and use the HMH rating
system to ensure the contractor is well referred and reputable.