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MI CASA – FINAL PRESENTATION
Rick Barber (MSCS)
Dan Laufer (GSB)
Byron Singh (MS&E)
Kyle Tan (MS&E)

                               We spoke to 105 people
                                   Surveyed 98 people
Week 1: We want to revolutionize the home
rental market


  Initial idea: Become a fully
  integrated home and apartment
  rental platform for
  landlords, prospective
  tenants, and tenants
  Initial target market size
  projection: $3B
                                            2
Our team’s background

           Rick Barber (MSCS)                               Dan Laufer (GSB)

•   Univ. of Illinois Computer Science grad     •   Univ. of Virginia Systems Engineering grad
•   Specializing in machine learning/data       •   Former Bain consultant (3 years)
    mining in large networked datasets          •   Former software product manager and
•   Long-time interest in technology startups       Director of sales strategy and analytics




           Byron Singh (MS&E)                                Kyle Tan (MS&E)

•   Cornell Electrical Engineering grad         •   Imperial College London EEE grad
•   Facebook and Android application            •   Network analysis and engineering
    developer                                       program knowledge
•   Digital circuit design engineer (2 years)   •   Former IBM Strategy and Transformation
                                                    group intern


                                                                                                 3
Original version


•   National realtors               •   Connecting customer
                                                                                                •   Mostly Web /                     •    Property Managers
•   Industry organizations              segments                 •   Streamlining process                                            •    Landlords
•   Payment processors              •   Making process           •   JIT access to service p.       Automated service
                                        efficient                •   Better listing             •   Direct for large players
                                    •   Adding transparency to   •   Improve rent collection        (ie. national realtors)
                                        the system                                                                                   •    Realtors
                                                                 •   Makes property
                                                                     management easier for
                                                                                                •   Web
                                                                     their customers
             Key                                                                                •   Realtors
                                                                                                •   Industry                         •    Tenants
            Landlords                                            •   Streamline process
                                                                 •   Improve searching          •   Web
                                    •   Web platform                                            •   Direct
            Realtors                •   Talent                                                                                       •    Service Providers
                                                                                                •   Web
            Tenants                                              •   Access to customers        •   Landlord

            Service                                                                             •   Web
            providers                                                                           •   Direct




                      •   Computing infrastructure                                                    •      Application Fees
                      •   Labor (Engineering & limited sales)                                         •      Processing rental payments
                      •   Marketing                                                                   •      Lead generation
We then spoke with Realtors, tenants and
landlords
   Segment             Insight learned

   Landlords           • Bigger players (property managers, apartment
                         complex owners) had lots of services available to
                         them
                       • Smaller landlords were generally unsatisfied with
                         current services
   Realtors            • Wouldn’t go out of their way to recommend our
                         solution
   Tenants             • Biggest pain was in the search itself




       • Eliminated realtors as a customer segment
       • Focused on serving landlords as primary customers
                                                                             5
Updated version


                                    •   Connecting customer
•   Industry organizations              segments                                                                                     •
                                                                 •   Streamlining process       •   Mostly Web /                         Landlords
•   Payment processors              •   Making process           •   JIT access to service p.       Automated service
                                        efficient                •   Better listing             •   Direct for large players
                                    •   Adding transparency to   •   Improve rent collection
                                        the system                                                                                   •   Tenants
                                                                 •   Streamline process
                                                                 •   Improve searching
             Key
                                                                                                                                     •   Service Providers

            Landlords                                                                           •   Web
                                                                 •   Access to customers        •   Realtors
                                    •   Web platform                                            •   Industry
            Realtors                •   Talent
                                                                                                •   Web
            Tenants                                                                             •   Landlord

            Service                                                                             •   Web
            providers                                                                           •   Direct




                     •   Computing infrastructure                                                   •   Application Fees
                     •   Labor (Engineering & limited sales)                                        •   Processing rental payments
                     •   Marketing & sales                                                          •   Lead generation
We created an MVP, primarily focused on serving
landlords




                                                  7
We then tested distribution for landlords to this
site

    Channel                                    Overall results
                                    • Not to going to drive much traffic
    LinkedIn                          short term
X   Meetup                          • Can be helpful for developing a
                                      community longer term
                                    • May be an indicator of
                                      interest/demand

                                    • Not a scalable or sustainable long
X   Craigslist
                                      term solution


X   AdWords                         • Very expensive and few searches
                                      being done




                 Eliminated landlords as a customer segment                8
Updated version


•   Payment processors
    and other verticals for
    lead generation                  •   Building listings/search
•   Eventually REITs                 •   Creating some virality                                    •   All Web based
                                         amongst ratings
                                                                                                                                     •   Tenants
                                                                    •   Better search of all
                                                                        listings
            Key                                                     •   Connected to other
                                                                        services
                                                                        (i.e., insurance, rent
           Landlords                                                    payment
                                                                    •   Access to robust ratings
           Realtors
                                     •   Web platform
           Tenants                   •   Talent
                                                                                                   •   SEO
           Service                                                                                 •   Facebook/Twitter
           providers                                                                               •   Flyers?




                      •   Computing infrastructure                                                            •   Lead generation
                      •   Labor (Engineering & limited sales)                                                 •   Processing rental payments
                      •   Marketing & sales                                                                   •   Eventually listing fees
We created a new MVP, now focused on tenants




                                               10
We ran multiple ads to test driving traffic




                                              11
We concluded that we could successfully acquire
customers

                                    •   Facebook ads
        Advertising ($79.23)        •   Ad words
                                    •   Craigslist emails
                                    •   Craigslist ads

           New site visits
              (147)

              Regist-
            rations (28)

              $2.83/
            registration                                12
Finally, feedback from landlord interviews were
very positive
      Person          WTP per                            Quote
                  successful referral
 REIT executive      $100-$150          “We know we’re not very good at
                                        online marketing. This could be a good
                                        fit”
 Apartment            $50-$300          “I already pay for referrals. So why
 complex owner                          wouldn’t I do this too?”
 Property            $100-$200          “I use craigslist, but would be open to
 manager                                something like this.”
 Landlord            $100-$200          “Lowering my turnaround time
                                        between tenants is huge.”
 Competitor         $12-18/lead         “REITs were desperate for social.
 perspective       (didn’t have to      They’ll be enticed by anything that
                       close)           smacks of being a social network.”



                                                                                  13
Updated version


•   Payment processors
    and other verticals for          •   Building listings/search
    lead generation                  •   Creating some virality                                    •   All Web based
                                                                    •   Social connection
                                         amongst ratings                during search
                                                                    •   Better search of all                                         •   Tenants
                                                                        listings
                                                                    •   Largest breadth of
             Key                                                        listings
                                                                    •   Connected to other                                          •    REITs
                                                                        services                                                    •
            Landlords                                                   (i.e., insurance, rent
                                                                                                                                         Landlords

                                                                        payment
            Realtors                                                •   Access to robust ratings

                                     •   Web platform
            Tenants                  •   Talent                     •   Simplified lead
                                                                        generation
                                                                                                   •   SEO
            Service                                                                                •   Facebook/Twitter
            providers                                                                              •   Flyers?




                      •   Computing infrastructure                                                            •   Lead generation
                      •   Labor (Engineering & limited sales)                                                 •   Processing rental payments
                      •   Marketing & sales                                                                   •   Eventually listing fees
Lessons learned along the way


  1. It’s a crowded eco-system across the value chain

  2. The search process is frustrating to everyone –
     users and landlords

  3. We came to learn that consumers were looking for
     a search process that was exhaustive and
     trusted, which no one is doing adequately today




                                                        15
PM Tools
                                                                                               Rentpost.com
                                                             Listings                                  Rentjuice.com
                                                             Provider                          Buildium.com
                                                             Craigslist                              Rentingsmart.co
                        Potential                              Padmapper.com
                                                                                            Propertyware.com
                        Landlords                           Rent.com
                                                               Apartment.com                   propertymanagemnt360
              Show, Advise, Valuate
                                                           Forrent.com
                                                                 Rentjuice.com
        Realtors
                                                         Propertyware.co
                                                                   Trulia.com
         Sell, Advise
                                                                      Credit Checks
                        Landlords
                                                                    Safetenantcheck.c
                                                                              Erenter.com
                                                                      Buildium.com
      Property                Listings,
      Managers                Checks                     Payment Facilitator                               Maintenance
                              Rent Payment
         Listings,                                        Rentpayment.com                                    Ratings
         Checks                                                  Clearnow.com
         Rent Payment                                                                                         Yelp.com
                          Tenants                           Online Cheque
                                                                                                                   Angie’s List
                                                                 Rentingsmart.co
Maintenance
Furnishing       Moving               Find information           Maintenance Finding
        Service                                                        Zoospi.com
       Providers                                                             Redbeacon.com
                                                                     Taskrabbit.com
                                                                            Servicemagic.com             Schedule Tools
                                                                                                          Setster.com
                        Web Info                                                                                  Zoospi.com
                                                                                                                         16
Users hate the search process and are not fond of
any of the major incumbents

       How do you rate your                  Total search satisfaction
        search experiences?                    by preferred vendor
40
35                                       5
                                       4.5
30                                       4
25                                     3.5
20                                       3
15                                     2.5
10                                       2
                                       1.5
 5                                       1
 0
       1-       2     3    4     5-
     painful                    easy
%    21%       35%   34%   8%    2%


Only 10% of respondents were pleased         And no single provider scored
 with their rental search experience               particularly well         17
Customer archetype: Sara

                How she searches
                 Wants to be efficient (will use a broker if doing a
                  search on her own is too painful)
                 Asks friends for recommendations

                What Matters to Sara
                 Wants to live in a fun place that is safe
                 Doesn’t want to overpay
                 Doesn’t have much time to hunt for a place
                 Live with someone she trusts (moving to DC)

                Influences
                 Where friends go out/live
                 Work location




                                                                        18
Within search there are three key value
propositions for users
                  Quantity of            Ratings/                  Social/
                   listings              reviews                    trust
  VALUE PROP




                Making search      Provide more              Get advice from
                easier by          information about a       friends, find
                aggregating and    locality beyond what is   roommates/sublets
                filtering          listed                    within your network

                 Padmapper.com       Streetadvisor.com
                 Apartment.com        Donotrent.com
                 Rentjungle.com    Apartmentratings.com
  COMPETITORS




                   Forrent.com         Rentwiki.com
                     Rent.com          Areavibes.com
                    Trulia.com        Smalltown.com
                   Mapitat.com           Outside.in
                    Cravify.com
                  Livelovely.com
                    inhabi.com
                  Cazoodle.com
                                                                                   19
We believe we can be #1 on each of these
dimensions
                  Quantity of              Ratings/                  Social/
                   listings                reviews                    trust
  VALUE PROP




                Making search        Provide more              Get advice from
                easier by            information about a       friends, find
                aggregating and      locality beyond what is   roommates/sublets
                filtering            listed                    within your network

                 Padmapper.com         Streetadvisor.com
                                             Not our
                 Apartment.com          Donotrent.com
                                            focus, but
                 Rentjungle.com      Apartmentratings.com
                                         currently all of
  COMPETITORS




                    Forrent.com          Rentwiki.com
                                         these services          Currently no one
                  We can already
                      Rent.com           Areavibes.com
                                          provide low-              offers the
                 aggregate more
                     Trulia.com         Smalltown.com
                                              quality                trusted
                 listings than any
                   Mapitat.com             Outside.in
                                          information;           connection that
                  current players
                    Cravify.com         may be room for             we plan to
                  Livelovely.com              future
                     inhabi.com          differentiation
                   Cazoodle.com                here
                                                                                     20
We have 1000s of listings not yet mapped and are already
comparable in quantity to the current #1 player




   Padmapper




     Mi Casa


                                                           21
Testing our message of offering a trusted
community seemed to resonate




                                       Statistics:

                                • 6 facebook connects
                                  and 3 “sign up”
                                  registrations
                                    • 25% conversion
                                • 1.31 pages/visit
                                • Avg. time: 01:37


                                                        22
We’ll continue to iterate with messages and
designs to track user interaction




                                              23
If our simplified unit economics prove correct (which
still needs testing), then it’s a very viable business

Revenue
                                                                      Avg. customer
• User referral lead generation: $75, assumptions:                        value
    • 10% of users post referral                                          $1.50
    • Of those, 20% convert into signed leases
• Site generated lead generation: $150, assumptions:
    • 5% of users (incremental to above) convert into signed              $7.50
        lease

Cost
• Customer acquisition: $1.41 per user, assumptions:
   • Historical cost (28 acquisitions for $79.23)                        -$1.41
   • Every user invites 1 other person to the site (for recs, etc.)


                                                                          $7.59
                                                                                      24
Do we plan to continue working on this?




                    Yes!




                                          25
Business model canvas weekly iteration




                                         26
Version 1


•   National realtors               •   Connecting customer
                                                                                                •   Mostly Web /                     •    Propery Managers
•   Industry organizations              segments                 •   Streamlining process                                            •    Landlords
•   Payment processors              •   Making process           •   JIT access to service p.       Automated service
                                        efficient                •   Better listing             •   Direct for large players
                                    •   Adding transparency to   •   Improve rent collection        (ie. national realtors)
                                        the system                                                                                   •    Realtors
                                                                 •   Makes property
                                                                     management easier for
           Key                                                                                  •   Web
                                                                     their customers
                                                                                                •   Realtors
                                                                                                •   Industry                         •    Tenants
          Landlords
                                                                 •   Streamline process
                                                                 •   Improve searching          •   Web
          Realtors                  •   Web platform                                            •   Direct
                                    •   Talent                                                                                       •    Service Providers
          Tenants                                                                               •   Web
                                                                 •   Access to customers        •   Landlord

          Service
                                                                                                •   Web
          providers                                                                             •   Direct




                      •   Computing infrastructure                                                    •      Application Fees
                      •   Labor (Engineering & limited sales)                                         •      Processing rental payments
                      •   Marketing                                                                   •      Lead generation
Version 2


•   National realtors               •   Connecting customer
                                                                                                •   Mostly Web /                     •    Propery Managers
•   Industry organizations              segments                 •   Streamlining process                                            •    Landlords
•   Payment processors              •   Making process           •   JIT access to service p.       Automated service
                                        efficient                •   Better listing             •   Direct for large players
                                    •   Adding transparency to   •   Improve rent collection        (ie. national realtors)
                                        the system                                                                                   •    Realtors
                                                                 •   Makes property
                                                                     management easier for
            Key                                                                                 •   Web
                                                                     their customers
                                                                                                •   Realtors
                                                                                                •   Industry                         •    Tenants
           Landlords
                                                                 •   Streamline process
                                                                 •   Improve searching          •   Web
           Realtors                 •   Web platform                                            •   Direct
                                    •   Talent                                                                                       •    Service Providers
           Tenants                                                                              •   Web
                                                                 •   Access to customers        •   Landlord

           Service
                                                                                                •   Web
           providers                                                                            •   Direct




                      •   Computing infrastructure                                                    •      Application Fees
                      •   Labor (Engineering & limited sales)                                         •      Processing rental payments
                      •   Marketing                                                                   •      Lead generation
Version 3


                                    •   Connecting customer
•   Industry organizations              segments                                                                                     •
                                                                 •   Streamlining process       •   Mostly Web /                         Landlords
•   Payment processors              •   Making process           •   JIT access to service p.       Automated service
                                        efficient                •   Better listing             •   Direct for large players
                                    •   Adding transparency to   •   Improve rent collection
                                        the system                                                                                   •   Tenants
                                                                 •   Streamline process
                                                                 •   Improve searching
             Key
                                                                                                                                     •   Service Providers

            Landlords                                                                           •   Web
                                                                 •   Access to customers        •   Realtors
                                    •   Web platform                                            •   Industry
            Realtors                •   Talent
                                                                                                •   Web
            Tenants                                                                             •   Landlord

            Service                                                                             •   Web
            providers                                                                           •   Direct




                     •   Computing infrastructure                                                   •   Application Fees
                     •   Labor (Engineering & limited sales)                                        •   Processing rental payments
                     •   Marketing & sales                                                          •   Lead generation
Version 4


•   Payment processors
    and other verticals for
    lead generation                  •   Building listings/search
•   Eventually REITs                 •   Creating some virality                                    •   All Web based
                                         amongst ratings
                                                                                                                                     •   Tenants
                                                                    •   Better search of all
                                                                        listings
            Key                                                     •   Connected to other
                                                                        services
           Landlords                                                    (i.e., insurance, rent
                                                                        payment
                                                                    •   Access to robust ratings
           Realtors

           Tenants                   •   Web platform
                                     •   Talent
           Service                                                                                 •   SEO
                                                                                                   •   Facebook/Twitter
           providers                                                                               •   Flyers?




                      •   Computing infrastructure                                                            •   Lead generation
                      •   Labor (Engineering & limited sales)                                                 •   Processing rental payments
                      •   Marketing & sales                                                                   •   Eventually listing fees
Version 5


•   Payment processors
    and other verticals for
    lead generation                  •   Building listings/search
•   Eventually REITs                 •   Creating some virality                                      •   All Web based
                                         amongst ratings
                                                                                                                                       •   Tenants
             Key                                                    •   Better search of all
                                                                        listings
                                                                    •   Largest breadth of
            Landlords                                                   listings
                                                                    •   Connected to other
            Realtors                                                    services (i.e., insurance,
                                                                        rent payment
                                                                    •   Access to robust ratings
            Tenants
                                     •   Web platform
                                     •   Talent
            Service
                                                                                                     •   SEO
            providers                                                                                •   Facebook/Twitter
                                                                                                     •   Flyers?




                      •   Computing infrastructure                                                              •   Lead generation
                      •   Labor (Engineering & limited sales)                                                   •   Processing rental payments
                      •   Marketing & sales                                                                     •   Eventually listing fees
Version 6


•   Payment processors
    and other verticals for
    lead generation                  •   Building listings/search
•   Eventually REITs                 •   Creating some virality                                    •   All Web based
                                         amongst ratings
                                                                                                                                     •   Tenants
                                                                    •   Social connection
             Key                                                        during search
                                                                    •   Better search of all
            Landlords                                                   listings
                                                                    •   Largest breadth of
                                                                        listings
            Realtors                                                •   Connected to other
                                                                        services
            Tenants                                                     (i.e., insurance, rent
                                     •   Web platform                   payment
                                     •   Talent                     •   Access to robust ratings
            Service
                                                                                                   •   SEO
            providers                                                                              •   Facebook/Twitter
                                                                                                   •   Flyers?




                      •   Computing infrastructure                                                            •   Lead generation
                      •   Labor (Engineering & limited sales)                                                 •   Processing rental payments
                      •   Marketing & sales                                                                   •   Eventually listing fees
Version 7


•   Payment processors
    and other verticals for          •   Building listings/search
    lead generation                  •   Creating some virality                                      •   All Web based
                                         amongst ratings            •   Social connection
                                                                        during search
                                                                    •   Better search of all                                           •   Tenants
             Key                                                        listings
                                                                    •   Largest breadth of
                                                                        listings
            Landlords                                               •   Connected to other                                            •    REITs
                                                                        services (i.e., insurance,                                    •    Landlords
            Realtors                                                    rent payment
                                                                    •   Access to robust ratings
            Tenants
                                     •   Web platform
                                     •   Talent                     •   Simplified lead
            Service                                                     generation
                                                                                                     •   SEO
            providers                                                                                •   Facebook/Twitter
                                                                                                     •   Flyers?




                      •   Computing infrastructure                                                              •   Lead generation
                      •   Labor (Engineering & limited sales)                                                   •   Processing rental payments
                      •   Marketing & sales                                                                     •   Eventually listing fees
Version 8


•   Payment processors
    and other verticals for          •   Building listings/search
    lead generation                  •   Creating some virality                                    •   All Web based
                                                                    •   Social connection
                                         amongst ratings                during search
                                                                    •   Better search of all                                         •   Tenants
                                                                        listings
             Key                                                    •   Largest breadth of
                                                                        listings
            Landlords                                               •   Connected to other                                          •    REITs
                                                                        services                                                    •    Landlords
                                                                        (i.e., insurance, rent
            Realtors                                                    payment
                                                                    •   Access to robust ratings
            Tenants
                                     •   Web platform
                                     •   Talent                     •   Simplified lead
            Service                                                     generation
                                                                                                   •   SEO
            providers                                                                              •   Facebook/Twitter
                                                                                                   •   Flyers?




                      •   Computing infrastructure                                                            •   Lead generation
                      •   Labor (Engineering & limited sales)                                                 •   Processing rental payments
                      •   Marketing & sales                                                                   •   Eventually listing fees

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Micasa E245 final presentation

  • 1. MI CASA – FINAL PRESENTATION Rick Barber (MSCS) Dan Laufer (GSB) Byron Singh (MS&E) Kyle Tan (MS&E) We spoke to 105 people Surveyed 98 people
  • 2. Week 1: We want to revolutionize the home rental market Initial idea: Become a fully integrated home and apartment rental platform for landlords, prospective tenants, and tenants Initial target market size projection: $3B 2
  • 3. Our team’s background Rick Barber (MSCS) Dan Laufer (GSB) • Univ. of Illinois Computer Science grad • Univ. of Virginia Systems Engineering grad • Specializing in machine learning/data • Former Bain consultant (3 years) mining in large networked datasets • Former software product manager and • Long-time interest in technology startups Director of sales strategy and analytics Byron Singh (MS&E) Kyle Tan (MS&E) • Cornell Electrical Engineering grad • Imperial College London EEE grad • Facebook and Android application • Network analysis and engineering developer program knowledge • Digital circuit design engineer (2 years) • Former IBM Strategy and Transformation group intern 3
  • 4. Original version • National realtors • Connecting customer • Mostly Web / • Property Managers • Industry organizations segments • Streamlining process • Landlords • Payment processors • Making process • JIT access to service p. Automated service efficient • Better listing • Direct for large players • Adding transparency to • Improve rent collection (ie. national realtors) the system • Realtors • Makes property management easier for • Web their customers Key • Realtors • Industry • Tenants Landlords • Streamline process • Improve searching • Web • Web platform • Direct Realtors • Talent • Service Providers • Web Tenants • Access to customers • Landlord Service • Web providers • Direct • Computing infrastructure • Application Fees • Labor (Engineering & limited sales) • Processing rental payments • Marketing • Lead generation
  • 5. We then spoke with Realtors, tenants and landlords Segment Insight learned Landlords • Bigger players (property managers, apartment complex owners) had lots of services available to them • Smaller landlords were generally unsatisfied with current services Realtors • Wouldn’t go out of their way to recommend our solution Tenants • Biggest pain was in the search itself • Eliminated realtors as a customer segment • Focused on serving landlords as primary customers 5
  • 6. Updated version • Connecting customer • Industry organizations segments • • Streamlining process • Mostly Web / Landlords • Payment processors • Making process • JIT access to service p. Automated service efficient • Better listing • Direct for large players • Adding transparency to • Improve rent collection the system • Tenants • Streamline process • Improve searching Key • Service Providers Landlords • Web • Access to customers • Realtors • Web platform • Industry Realtors • Talent • Web Tenants • Landlord Service • Web providers • Direct • Computing infrastructure • Application Fees • Labor (Engineering & limited sales) • Processing rental payments • Marketing & sales • Lead generation
  • 7. We created an MVP, primarily focused on serving landlords 7
  • 8. We then tested distribution for landlords to this site Channel Overall results • Not to going to drive much traffic LinkedIn short term X Meetup • Can be helpful for developing a community longer term • May be an indicator of interest/demand • Not a scalable or sustainable long X Craigslist term solution X AdWords • Very expensive and few searches being done Eliminated landlords as a customer segment 8
  • 9. Updated version • Payment processors and other verticals for lead generation • Building listings/search • Eventually REITs • Creating some virality • All Web based amongst ratings • Tenants • Better search of all listings Key • Connected to other services (i.e., insurance, rent Landlords payment • Access to robust ratings Realtors • Web platform Tenants • Talent • SEO Service • Facebook/Twitter providers • Flyers? • Computing infrastructure • Lead generation • Labor (Engineering & limited sales) • Processing rental payments • Marketing & sales • Eventually listing fees
  • 10. We created a new MVP, now focused on tenants 10
  • 11. We ran multiple ads to test driving traffic 11
  • 12. We concluded that we could successfully acquire customers • Facebook ads Advertising ($79.23) • Ad words • Craigslist emails • Craigslist ads New site visits (147) Regist- rations (28) $2.83/ registration 12
  • 13. Finally, feedback from landlord interviews were very positive Person WTP per Quote successful referral REIT executive $100-$150 “We know we’re not very good at online marketing. This could be a good fit” Apartment $50-$300 “I already pay for referrals. So why complex owner wouldn’t I do this too?” Property $100-$200 “I use craigslist, but would be open to manager something like this.” Landlord $100-$200 “Lowering my turnaround time between tenants is huge.” Competitor $12-18/lead “REITs were desperate for social. perspective (didn’t have to They’ll be enticed by anything that close) smacks of being a social network.” 13
  • 14. Updated version • Payment processors and other verticals for • Building listings/search lead generation • Creating some virality • All Web based • Social connection amongst ratings during search • Better search of all • Tenants listings • Largest breadth of Key listings • Connected to other • REITs services • Landlords (i.e., insurance, rent Landlords payment Realtors • Access to robust ratings • Web platform Tenants • Talent • Simplified lead generation • SEO Service • Facebook/Twitter providers • Flyers? • Computing infrastructure • Lead generation • Labor (Engineering & limited sales) • Processing rental payments • Marketing & sales • Eventually listing fees
  • 15. Lessons learned along the way 1. It’s a crowded eco-system across the value chain 2. The search process is frustrating to everyone – users and landlords 3. We came to learn that consumers were looking for a search process that was exhaustive and trusted, which no one is doing adequately today 15
  • 16. PM Tools Rentpost.com Listings Rentjuice.com Provider Buildium.com Craigslist Rentingsmart.co Potential Padmapper.com Propertyware.com Landlords Rent.com Apartment.com propertymanagemnt360 Show, Advise, Valuate Forrent.com Rentjuice.com Realtors Propertyware.co Trulia.com Sell, Advise Credit Checks Landlords Safetenantcheck.c Erenter.com Buildium.com Property Listings, Managers Checks Payment Facilitator Maintenance Rent Payment Listings, Rentpayment.com Ratings Checks Clearnow.com Rent Payment Yelp.com Tenants Online Cheque Angie’s List Rentingsmart.co Maintenance Furnishing Moving Find information Maintenance Finding Service Zoospi.com Providers Redbeacon.com Taskrabbit.com Servicemagic.com Schedule Tools Setster.com Web Info Zoospi.com 16
  • 17. Users hate the search process and are not fond of any of the major incumbents How do you rate your Total search satisfaction search experiences? by preferred vendor 40 35 5 4.5 30 4 25 3.5 20 3 15 2.5 10 2 1.5 5 1 0 1- 2 3 4 5- painful easy % 21% 35% 34% 8% 2% Only 10% of respondents were pleased And no single provider scored with their rental search experience particularly well 17
  • 18. Customer archetype: Sara How she searches  Wants to be efficient (will use a broker if doing a search on her own is too painful)  Asks friends for recommendations What Matters to Sara  Wants to live in a fun place that is safe  Doesn’t want to overpay  Doesn’t have much time to hunt for a place  Live with someone she trusts (moving to DC) Influences  Where friends go out/live  Work location 18
  • 19. Within search there are three key value propositions for users Quantity of Ratings/ Social/ listings reviews trust VALUE PROP Making search Provide more Get advice from easier by information about a friends, find aggregating and locality beyond what is roommates/sublets filtering listed within your network Padmapper.com Streetadvisor.com Apartment.com Donotrent.com Rentjungle.com Apartmentratings.com COMPETITORS Forrent.com Rentwiki.com Rent.com Areavibes.com Trulia.com Smalltown.com Mapitat.com Outside.in Cravify.com Livelovely.com inhabi.com Cazoodle.com 19
  • 20. We believe we can be #1 on each of these dimensions Quantity of Ratings/ Social/ listings reviews trust VALUE PROP Making search Provide more Get advice from easier by information about a friends, find aggregating and locality beyond what is roommates/sublets filtering listed within your network Padmapper.com Streetadvisor.com Not our Apartment.com Donotrent.com focus, but Rentjungle.com Apartmentratings.com currently all of COMPETITORS Forrent.com Rentwiki.com these services Currently no one We can already Rent.com Areavibes.com provide low- offers the aggregate more Trulia.com Smalltown.com quality trusted listings than any Mapitat.com Outside.in information; connection that current players Cravify.com may be room for we plan to Livelovely.com future inhabi.com differentiation Cazoodle.com here 20
  • 21. We have 1000s of listings not yet mapped and are already comparable in quantity to the current #1 player Padmapper Mi Casa 21
  • 22. Testing our message of offering a trusted community seemed to resonate Statistics: • 6 facebook connects and 3 “sign up” registrations • 25% conversion • 1.31 pages/visit • Avg. time: 01:37 22
  • 23. We’ll continue to iterate with messages and designs to track user interaction 23
  • 24. If our simplified unit economics prove correct (which still needs testing), then it’s a very viable business Revenue Avg. customer • User referral lead generation: $75, assumptions: value • 10% of users post referral $1.50 • Of those, 20% convert into signed leases • Site generated lead generation: $150, assumptions: • 5% of users (incremental to above) convert into signed $7.50 lease Cost • Customer acquisition: $1.41 per user, assumptions: • Historical cost (28 acquisitions for $79.23) -$1.41 • Every user invites 1 other person to the site (for recs, etc.) $7.59 24
  • 25. Do we plan to continue working on this? Yes! 25
  • 26. Business model canvas weekly iteration 26
  • 27. Version 1 • National realtors • Connecting customer • Mostly Web / • Propery Managers • Industry organizations segments • Streamlining process • Landlords • Payment processors • Making process • JIT access to service p. Automated service efficient • Better listing • Direct for large players • Adding transparency to • Improve rent collection (ie. national realtors) the system • Realtors • Makes property management easier for Key • Web their customers • Realtors • Industry • Tenants Landlords • Streamline process • Improve searching • Web Realtors • Web platform • Direct • Talent • Service Providers Tenants • Web • Access to customers • Landlord Service • Web providers • Direct • Computing infrastructure • Application Fees • Labor (Engineering & limited sales) • Processing rental payments • Marketing • Lead generation
  • 28. Version 2 • National realtors • Connecting customer • Mostly Web / • Propery Managers • Industry organizations segments • Streamlining process • Landlords • Payment processors • Making process • JIT access to service p. Automated service efficient • Better listing • Direct for large players • Adding transparency to • Improve rent collection (ie. national realtors) the system • Realtors • Makes property management easier for Key • Web their customers • Realtors • Industry • Tenants Landlords • Streamline process • Improve searching • Web Realtors • Web platform • Direct • Talent • Service Providers Tenants • Web • Access to customers • Landlord Service • Web providers • Direct • Computing infrastructure • Application Fees • Labor (Engineering & limited sales) • Processing rental payments • Marketing • Lead generation
  • 29. Version 3 • Connecting customer • Industry organizations segments • • Streamlining process • Mostly Web / Landlords • Payment processors • Making process • JIT access to service p. Automated service efficient • Better listing • Direct for large players • Adding transparency to • Improve rent collection the system • Tenants • Streamline process • Improve searching Key • Service Providers Landlords • Web • Access to customers • Realtors • Web platform • Industry Realtors • Talent • Web Tenants • Landlord Service • Web providers • Direct • Computing infrastructure • Application Fees • Labor (Engineering & limited sales) • Processing rental payments • Marketing & sales • Lead generation
  • 30. Version 4 • Payment processors and other verticals for lead generation • Building listings/search • Eventually REITs • Creating some virality • All Web based amongst ratings • Tenants • Better search of all listings Key • Connected to other services Landlords (i.e., insurance, rent payment • Access to robust ratings Realtors Tenants • Web platform • Talent Service • SEO • Facebook/Twitter providers • Flyers? • Computing infrastructure • Lead generation • Labor (Engineering & limited sales) • Processing rental payments • Marketing & sales • Eventually listing fees
  • 31. Version 5 • Payment processors and other verticals for lead generation • Building listings/search • Eventually REITs • Creating some virality • All Web based amongst ratings • Tenants Key • Better search of all listings • Largest breadth of Landlords listings • Connected to other Realtors services (i.e., insurance, rent payment • Access to robust ratings Tenants • Web platform • Talent Service • SEO providers • Facebook/Twitter • Flyers? • Computing infrastructure • Lead generation • Labor (Engineering & limited sales) • Processing rental payments • Marketing & sales • Eventually listing fees
  • 32. Version 6 • Payment processors and other verticals for lead generation • Building listings/search • Eventually REITs • Creating some virality • All Web based amongst ratings • Tenants • Social connection Key during search • Better search of all Landlords listings • Largest breadth of listings Realtors • Connected to other services Tenants (i.e., insurance, rent • Web platform payment • Talent • Access to robust ratings Service • SEO providers • Facebook/Twitter • Flyers? • Computing infrastructure • Lead generation • Labor (Engineering & limited sales) • Processing rental payments • Marketing & sales • Eventually listing fees
  • 33. Version 7 • Payment processors and other verticals for • Building listings/search lead generation • Creating some virality • All Web based amongst ratings • Social connection during search • Better search of all • Tenants Key listings • Largest breadth of listings Landlords • Connected to other • REITs services (i.e., insurance, • Landlords Realtors rent payment • Access to robust ratings Tenants • Web platform • Talent • Simplified lead Service generation • SEO providers • Facebook/Twitter • Flyers? • Computing infrastructure • Lead generation • Labor (Engineering & limited sales) • Processing rental payments • Marketing & sales • Eventually listing fees
  • 34. Version 8 • Payment processors and other verticals for • Building listings/search lead generation • Creating some virality • All Web based • Social connection amongst ratings during search • Better search of all • Tenants listings Key • Largest breadth of listings Landlords • Connected to other • REITs services • Landlords (i.e., insurance, rent Realtors payment • Access to robust ratings Tenants • Web platform • Talent • Simplified lead Service generation • SEO providers • Facebook/Twitter • Flyers? • Computing infrastructure • Lead generation • Labor (Engineering & limited sales) • Processing rental payments • Marketing & sales • Eventually listing fees