30elm Overview


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30elm Overview

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 15. Looking Ahead • Niche sites • International markets • Commercial design • Preeminent project database • Network of design sites
  16. 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. 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.