2. 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.
3. 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
4. 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
5. 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
6. 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.
7. 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
8. 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
9. 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”
•“
10. 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
12. 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
13. 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
14. 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
15. 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.)
17. 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
18. 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.
