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1
Investor Overview
Michael Boese
Co-Founder and CEO
November 2019
2
Shopping for Gardening Goods and Services is a
Poor Customer Experience
EXPERIENCE
Intimidating
Not
enough info
Too much
runaround
Inconvenient
Too much trial
and error
3
The Vision for Plantt is Based on Three
Fundamental Beliefs
ONLINE PLANT
PURCHASING
STRUCTURAL
ADVANTAGES
LACK OF IT
CAPABILITIES
4
Plantt Solves This, Making it Easier and More
Convenient to Buy Garden Goods Online
Contract Us
5
Branded storefront
POS integration for up-to-date inventory
Detailed plant information and photos
Modern shopping tools
4-hour integrated pickup and delivery
Operational and marketing support
By Providing a Turnkey
E-Commerce Solution for Garden Centers…
6
…and Aggregating
them on Plantt’s
National Website
7
Adding Content and
Services, Plantt Will
Become Houzz for
Gardening
8
The Vision Enables Access to a $65B Landscape
and Garden (L&G) Goods Market
Home
Depot + Lowes
Walmart + Amazon Nursery &
Garden Store
L&G Goods
U.S. L&G Goods Market Sizing
$ Billions/Year
$30
$10+
$25 $65+
Source: IBIS industry reports, financial disclosures, Plantt estimates
9
Offering Gardening Services Would Add Another
$40B of Addressable Market
Home
Depot + Lowes
Walmart + Amazon Nursery &
Garden Store
L&G Goods Residential
Landscape
Services
Total L&G
Market
U.S. L&G Goods and Service Market Sizing
$ Billions/Year
$30
$10+
$25 $65+
$35-$40  $100+
Source: IBIS industry reports, financial disclosures, Plantt estimates
10
Initial Target Market Focuses on Top Plant Sellers
SEGMENTS
LOCATIONS
REVENUE
PER
LOCATION
TOTAL
REVENUE
• Retail Garden Centers
• Growers plus Retail
• Select Hardware
• Select Farm Supply
• Note: Focus on perishable plant sellers
Phase 1 (12 – 18 Months)
• 5,000
• $1M - $6M/Year
• $15B/Year
Source: : IBIS industry reports , 2018 National Gardening Survey , Ian Baldwin estimates and analysis, SIC codes, TMI Garden Center market
database, Plantt estimates
11
Phase 1:The Runaround
Phase 3: Project Lifecycle
Phase 2:Trial and Error
TIME
Solution Strategy: Plantt Will Improve Garden
Goods & Services Shopping In Three Phases
2019 2020 2020+
12
TIME
Phase 1: Build Supply-Side Via Garden Center
SaaS E-Commerce Solution
STOREFRONTS (today)
• Delivery
• POS Integration
• Detailed Content
• Cross-sell/Upsell
• Marketing
Phase 1:The Runaround
Phase 3: Project Lifecycle
Phase 2:Trial and Error
2019 2020 2020+
13
TIME
Phase 2: Fill the Information Gap with
Authoritative Content
STOREFRONTS (today)
• Delivery
• POS Integration
• Detailed Content
• Cross-sell/Upsell
• Marketing
PLANTT.COM
• Storefronts
• Grower Inventory
• Endless Aisle
• Content and
Collaboration
• Planning Tools
Phase 1:The Runaround
Phase 3: Project Lifecyle
Phase 2:Trial and Error
2019 2020 2020+
14
TIME
Phase 3: Provide Services and Design Tools to
Round Out the Shopping Experience
STOREFRONTS (today)
• Delivery
• POS Integration
• Detailed Content
• Cross-sell/Upsell
• Marketing
PLANTT.COM
• Storefronts
• Grower Inventory
• Endless Aisle
• Content and
Collaboration
• Planning Tools
PLANTT.COM
• Storefronts
• Guided Buying Experience
• In-store Enablement
• Gardening Goods and
Equipment
• Services
• Design Tools
• Advice and Inspiration
Phase 1:The Runaround
Phase 3: Project Lifecycle
Phase 2:Trial and Error
2019 2020 2020+
15
Simple Revenue Model Speeds Sales and
Aligns Incentives
ONE TIME RECURRING
• Implementation and integration fee
• Online project management tool with
collaboration capabilities
• Clear roles and responsibilities
• $10K per customer (multiple
locations require SOW) has not
not caused pushback
• Percentage of revenue transacted via
Plantt eCommerce solution
• Nursery can pass along to customer or
absorb cost
• 10% transaction fee has not caused
pushback—expect to add minimum
annual recurring fee in 2020
• Mitigating upfront/recurring eCommerce
software costs has been perceived as a
key benefit
16
Storefront Competitive Landscape Provides for
White Space Opportunity
Indirect
Non-Technology Technology
COMPETITOR
BUSINESS MODEL
GROWER MAIL ORDER
DIY
WEB DESIGN FIRMS
POS RESELLERS
Direct
GROWER WEBSITE WITH
ORDERING AND GC PICK-UP
12
2
3
4
GARDEN CENTER E-COMMERCE MARKET
1
2
3
4
White Space
Do-it-Yourself
Mail Order
Big Box Players
17
D E C E M B E R G O - L I V E
Two Key Industry Influencers are Plantt
Customers
ARMSTRONG
Fifty (50) Locations
California, Georgia, North Carolina
$200M
SUMMERWINDS
L I V E
Six (6) Locations
California, Arizona
$25M
THE GREENERY
One (1) Location
California
$2M
L I V E
• 10+ Sales Prospects
• 50+ Locations
18
10+ Prospects, 50+ Locations in Sales Pipeline
Contract/
Verbal Commit
(90%)
Very Interested/
Next Steps In Progress
(50%)
Interested/
Next Step TBD
(10%+)
18 Locations 2 Locations
1 Location18 Locations
20 Locations
2 Locations
1 Location
2 Locations
1 Location
2 Locations
1 Location
19
$40M Run-Rate Revenue in About Three Years
20
Breakeven Beginning of 2022
21
We are a Skilled and Passionate Team
M I C H A E L
B O E S E CEO
• Certent, CEO
• Taleo, SVP
L E S L I E L E A C H
Customer Success,
Marketing
• ZapLabs, VP Marketing
• Certent, CMO
K E V I N
C H O K S I
Investor/Advisor
• Co-Founder, Former
CEO
A R PA N D A L A L
Engineering
• ZapLabs, VP
Engineering
• Predictive Solutions
T I M
C A B R A L
Investor/Advisor
• CFO
PA M
W E B B E R
Advisor
• COO 99designs
I A N
B A L D W I N
Advisor
• Garden retail
consultant
• 39 years industry
experience
I n d u s t r yM a r k e t p l a c eB o a r dS c a l e
22
Prior Funding
Investors
Direct Capital
Contribution
Convertible Note A
(Closed)
Convertible Note B
(Open) Total
Michael and
Nance Boese
$715K - $150K $865K
Angels - $500K $395K $895K
Total $715K $500K $545K $1,760K
Note Terms • $6M Cap
• 30% discount
• 4% dividend
• $6M Cap
• 20% discount
• 4% dividend
23
Opportunity To Participate Via Convertible Note
• R&D (65%)
• Content Management System
• Storefront capabilities
• Plantt.com
• Services and Support (35%)
• SummerWinds roll-out
• Armstrong roll-out
• Drive consumer activity
• Selectively execute on key sales
opportunities
• Set-up Seed/A round 1H 2020 with healthy
valuation
Use of Funds
• $455K raise via Convertible Note B
• 20% Discount
• $6M Cap
• Completed Keiretsu Forum due diligence
process
Opportunity
24
Multiple Exit Options Will Exist for Plantt
VALUE PROP
• Strong financial profile
• Multiple operating
options
• Scale for portfolio
company
VALUE PROP
• Logical adjacency
• Synergies
• International expansion
VALUE PROP
• New capabilities
• Strengthen SMB offering
• International expansion
Private
Equity
Strategic—
Marketplace
Strategic—
POS/SaaS
25
Traction
Customers
Solution
Team
Beta V1.0
1 Location 6 Locations 50 Locations
V2.0
4 8 13
Q2 2019 Q3 2019 Q4 2019
26
Investor Overview
Michael Boese, Co-Founder and CEO
michael.boese@plantt.com
November 2019
27
Demographic Trends and Poor Experience Makes
the Industry Ripe for E-Commerce
Gardening Participation
# Millions Households
2012 2014201520162017 2018
83 84
90 9291 95
Purchasing Preference
%
Top Purchasing Frustrations
# Score
Physical Nursery
Single Nursery
Online
Multiple
Nurseries Online
National
Nursery Online
No Preference
Not Finding
What I Need
No Easy Way to
Create Shopping
List
Not Knowing
What is in Stock
Lack of
Information on
Plants
48%
17%
26%
4%
5%
43%
7.9
7.5
6.9
6.6
Sources:
1. 2018 National Gardening Survey conducted by Research Now SSI for GardenResearch.com
2. Plantt-conducted consumer survey using SurveyMonkey tool, July 2019, n=286
3. Bentley University User Experience Center Survey, June 2018, n=406
2013
85
28
Plantt Enables
Consumers to Find
and Discover
Garden Goods
Ready for Delivery
29
Source: IBIS World Industry Report 44422
March 2019 | Dmitry Diment
Nursery & Garden Stores in the US
• Consumer spending represents about
$20B (40%) of total U.S. Nursery and
Garden Store sales
• Plantt’s addressable market
opportunity focused on consumer
segments and portions of Farmer and
Corporate segments
• >35 year old segments represent
30%+ of total U.S. Nursery and
Garden Store sales
KEY TAKE-AWAYS
Does not include Home Improvement or Big Box players—the only large
player is Tractor Supply company ($9B, 1900 stores), next largest company is
Armstrong and then Calloway
1 2 Includes equipment, plants, chemicals, tools and
other supplies, grain and animal feed
$25B of Which is Immediately Addressable “Demand”
30
U.S. Nursery and Garden Store Locations
“Supply Side”
35%
(3500)
15%
(1500)
50%
(5,00
0)
PLANTT ADDRESSABLE U.S. NURSERY AND GARDEN STORE
SEGMENTATION (10,000 LOCATION,  $25B REVENUE)
• Plantt will build supply side of
marketplace by focusing on
larger garden store
KEY TAKE-AWAYS
Less than
$2M Per
Location
Greater $3M per
Location
$2-$3M Per
Location
Source: IBIS US Nursery & Garden Stores, IBIS Farm Stores, Plantt Estimates
SEGMENTS
LOCATION
S
REVENUE
PER
LOCATION
TOTAL
REVENUE
• Retail Garden Centers
• Growers plus Retail
• Select Hardware
• Select Farm Supply
• 5,000
• $1M to $6M
• $15B+
31
Home Depot Sales By Category
Indoor
garden
Appliances Paint Lumber Tools
Kitchen
and bath
Plumbing
Building
materials
Flooring
Outdoor
garden
Hardware Millwork Electrical Lighting Décor Total
2013 7,022 5,382 7,018 5,820 5,038 6,301 5,435 5,728 5,721 6,140 4,718 4,389 5,378 2,379 2,343 78,812
2014 7,560 5,708 7,299 6,050 5,388 6,607 5,740 6,054 5,987 6,385 4,975 4,694 5,653 2,499 2,577 83,176
2015 8,298 6,534 7,465 6,278 6,060 6,874 6,346 6,396 6,194 6,565 5,296 4,924 4,291 4,249 2,757 88,527
2016 9,204 7,362 7,666 6,828 6,668 7,184 6,985 6,774 6,477 6,789 5,629 5,139 4,561 4,423 2,906 94,595
2017 9,639 8,147 7,990 7,790 7,379 7,377 7,356 7,342 7,078 7,030 5,891 5,382 5,037 4,409 3,057 100,904
CAGR 8.2% 10.9% 3.3% 7.6% 10.0% 4.0% 7.9% 6.4% 5.5% 3.4% 5.7% 5.2% -1.6% 16.7% 6.9% 6.4%
• Opportunity to leverage local online model to gain
share from Big Box retailers
• Today Big Box retailers provide 1. a limited selection
of plants at a lower cost than local garden centers
and 2. no/limited store-to-home delivery
Source: Home Depot Financial Disclosures
32
Lowes Sales By Category ($M)
Lumber &
Building
materials
Appliances
Seasonal &
Outdoor
Living
Tools &
Hardware
Fashion
Fixtures
Rough
Plumbing &
Electrical
Lawn &
Garden
Millwork Paint Flooring Kitchens Other
Home
Fashions
Outdoor
Power
Equipment
Total
2011 6,287 3,238 5,540 4,948 4,466 4,410 2,897 3,218 2,858 7,136 296 3,002 1,912 50,208
2012 6,276 3,433 5,633 4,964 4,356 4,340 2,793 3,306 2,864 6,973 487 3,050 2,046 50,521
2013 6,591 3,620 5,803 5,278 4,751 4,419 2,943 3,472 3,061 3,074 561 2,350 2,218 48,141
2014 6,877 3,735 6,193 5,600 4,996 4,622 3,141 3,619 3,218 3,138 620 2,414 2,340 50,513
2015 7,007 6,477 6,623 5,686 5,806 5,203 4,732 4,957 4,742 3,887 3,276 678 2,470 2,499 64,043
2016 8,505 7,037 6,996 6,359 6,303 5,741 5,109 5,236 5,183 4,227 3,532 789 2,611 3,493 71,121
2017 9,508 7,696 7,165 6,713 6,429 6,149 5,251 5,308 5,321 4,363 3,644 1,072 68,619
2018 9,968 8,391 7,352 6,906 6,351 6,327 5,433 5,381 5,263 4,282 3,700 1,955 71,309
CAGR 6.8% 9.0% 12.4% 3.2% 3.6% 5.1% 3.0% 9.2% 7.3% 5.9% -9.0% 31.0% NA NA 5.1%
Source: Lowes Financial Disclosures
• Landscape and Gardening $13B category for
Lowes
33
Plantt.com Competitive Landscape (Demand Side)
PLANTS
GARDEN GOODS
EQUIPMENT
SERVICES
ONLINE TOOLS
CONTENT/
COLLABORATION
= very strong/extensive offering = very weak/nonexistent
34
Base Case P&L
2019 2020 2021 2022 2023 2024
35
Base Case P&L 2019-2020
Q319 Q419 Q120 Q220 Q320 Q420
36
Base Case Headcount
2019 2020 2021 2022 2023 2024
37
Base Case Headcount 2019-2020
Q319 Q419 Q120 Q220 Q320 Q420
38
Attractive LTV:CAC
39
OPTION 1:
Physical Nursery
OPTION 2:
Single Nursery
Online
OPTION 3: Multiple
Nurseries Online
Home About Us Events Contact Us
15 Golden Street
Plymouth, CA 95669
209-438-7890
Hours:
Mon-Fri: 9am – 7pm
Sat: 10am – 5 pm
TheSmithFamily
In 1980 we opened our greenhouses and brought
the beautiful Northern California plants that we
had cultivated in our own gardens to a larger
community.
We have been family owned and operated ever
since.
We still retain the quality and attention to detail
in all our plants since we first started in our family
gardens.
We invite you to stop in visit!
SHOP
SMITH NURSERY
FAMILY OWNED AND OPERATED SINCE 1980
OPTION 4:
National Nursery Online
Consumer Survey
We surveyed 400 people with an interest in buying plants against four different buying options
40
Consumer Survey Results
• Ability to research online
• Convenience
• Selection
• Delivery
• Local
Why Option 2 or 3?
43% Prefer Local Nursery
eCommerce Options
Source: Bentley University User Experience Center Survey, June 2018, n=406
41
Vision For Expansion (Garden Centers)
2019 2020+
Solution
Markets
Robust Catalog
Guided Shopping Experience
Photo Plant ID
Chat
Delivery and Pick-up Rules
Upsell/Recommendations
Technology
In-store Sales Enablement (e.g. kiosk)
Marketing Tools
Community Forums
Grower Inventory and Dropship Hard Goods
Delivery Partnerships
US Nursery and Garden Centers Farm Supply/Hardware Home Center
SaaS AI 5g VR
Gardening Services (e.g. Design, Landscaping)
Extensive Plant Information
Custom Photos
42
Vision For Expansion (Plantt.com)
2019 2020+
“Grubhub for
Plants”
Technology SaaS AI 5g VR
“Houzz for
Gardening”
Nurseries Storefronts and Core Plant Content (V2.0)
Marketplace rules
Advice and Stories
Online Design
Design Services
Lawn and Garden Services
Request for Proposal (RFP’s)
Photos and Inspiration
What is Plantt.com? (V1.0)
Nursery recruitment, FAQ
43
Shopping for Gardening Goods and Services is a Poor
Customer Experience
WISH LIST
 Inspiration
 Speed up time to knowledge
 One stop shop
 Self service
 Plant selection and design
guidance
 Delivery
BARRIERS
• Lack of garden center IT
capabilities
• Plant data complexities
(depth)
• Extent of plant varieties
(breadth)
• Fragmentation
• Bespoke delivery
EXPERIENCE
Intimidating
Not
enough info
Too much
runaround
Inconvenient
Too much trial
and error

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11 4-19 Plantt Investor Overview

  • 2. 2 Shopping for Gardening Goods and Services is a Poor Customer Experience EXPERIENCE Intimidating Not enough info Too much runaround Inconvenient Too much trial and error
  • 3. 3 The Vision for Plantt is Based on Three Fundamental Beliefs ONLINE PLANT PURCHASING STRUCTURAL ADVANTAGES LACK OF IT CAPABILITIES
  • 4. 4 Plantt Solves This, Making it Easier and More Convenient to Buy Garden Goods Online Contract Us
  • 5. 5 Branded storefront POS integration for up-to-date inventory Detailed plant information and photos Modern shopping tools 4-hour integrated pickup and delivery Operational and marketing support By Providing a Turnkey E-Commerce Solution for Garden Centers…
  • 6. 6 …and Aggregating them on Plantt’s National Website
  • 7. 7 Adding Content and Services, Plantt Will Become Houzz for Gardening
  • 8. 8 The Vision Enables Access to a $65B Landscape and Garden (L&G) Goods Market Home Depot + Lowes Walmart + Amazon Nursery & Garden Store L&G Goods U.S. L&G Goods Market Sizing $ Billions/Year $30 $10+ $25 $65+ Source: IBIS industry reports, financial disclosures, Plantt estimates
  • 9. 9 Offering Gardening Services Would Add Another $40B of Addressable Market Home Depot + Lowes Walmart + Amazon Nursery & Garden Store L&G Goods Residential Landscape Services Total L&G Market U.S. L&G Goods and Service Market Sizing $ Billions/Year $30 $10+ $25 $65+ $35-$40  $100+ Source: IBIS industry reports, financial disclosures, Plantt estimates
  • 10. 10 Initial Target Market Focuses on Top Plant Sellers SEGMENTS LOCATIONS REVENUE PER LOCATION TOTAL REVENUE • Retail Garden Centers • Growers plus Retail • Select Hardware • Select Farm Supply • Note: Focus on perishable plant sellers Phase 1 (12 – 18 Months) • 5,000 • $1M - $6M/Year • $15B/Year Source: : IBIS industry reports , 2018 National Gardening Survey , Ian Baldwin estimates and analysis, SIC codes, TMI Garden Center market database, Plantt estimates
  • 11. 11 Phase 1:The Runaround Phase 3: Project Lifecycle Phase 2:Trial and Error TIME Solution Strategy: Plantt Will Improve Garden Goods & Services Shopping In Three Phases 2019 2020 2020+
  • 12. 12 TIME Phase 1: Build Supply-Side Via Garden Center SaaS E-Commerce Solution STOREFRONTS (today) • Delivery • POS Integration • Detailed Content • Cross-sell/Upsell • Marketing Phase 1:The Runaround Phase 3: Project Lifecycle Phase 2:Trial and Error 2019 2020 2020+
  • 13. 13 TIME Phase 2: Fill the Information Gap with Authoritative Content STOREFRONTS (today) • Delivery • POS Integration • Detailed Content • Cross-sell/Upsell • Marketing PLANTT.COM • Storefronts • Grower Inventory • Endless Aisle • Content and Collaboration • Planning Tools Phase 1:The Runaround Phase 3: Project Lifecyle Phase 2:Trial and Error 2019 2020 2020+
  • 14. 14 TIME Phase 3: Provide Services and Design Tools to Round Out the Shopping Experience STOREFRONTS (today) • Delivery • POS Integration • Detailed Content • Cross-sell/Upsell • Marketing PLANTT.COM • Storefronts • Grower Inventory • Endless Aisle • Content and Collaboration • Planning Tools PLANTT.COM • Storefronts • Guided Buying Experience • In-store Enablement • Gardening Goods and Equipment • Services • Design Tools • Advice and Inspiration Phase 1:The Runaround Phase 3: Project Lifecycle Phase 2:Trial and Error 2019 2020 2020+
  • 15. 15 Simple Revenue Model Speeds Sales and Aligns Incentives ONE TIME RECURRING • Implementation and integration fee • Online project management tool with collaboration capabilities • Clear roles and responsibilities • $10K per customer (multiple locations require SOW) has not not caused pushback • Percentage of revenue transacted via Plantt eCommerce solution • Nursery can pass along to customer or absorb cost • 10% transaction fee has not caused pushback—expect to add minimum annual recurring fee in 2020 • Mitigating upfront/recurring eCommerce software costs has been perceived as a key benefit
  • 16. 16 Storefront Competitive Landscape Provides for White Space Opportunity Indirect Non-Technology Technology COMPETITOR BUSINESS MODEL GROWER MAIL ORDER DIY WEB DESIGN FIRMS POS RESELLERS Direct GROWER WEBSITE WITH ORDERING AND GC PICK-UP 12 2 3 4 GARDEN CENTER E-COMMERCE MARKET 1 2 3 4 White Space Do-it-Yourself Mail Order Big Box Players
  • 17. 17 D E C E M B E R G O - L I V E Two Key Industry Influencers are Plantt Customers ARMSTRONG Fifty (50) Locations California, Georgia, North Carolina $200M SUMMERWINDS L I V E Six (6) Locations California, Arizona $25M THE GREENERY One (1) Location California $2M L I V E • 10+ Sales Prospects • 50+ Locations
  • 18. 18 10+ Prospects, 50+ Locations in Sales Pipeline Contract/ Verbal Commit (90%) Very Interested/ Next Steps In Progress (50%) Interested/ Next Step TBD (10%+) 18 Locations 2 Locations 1 Location18 Locations 20 Locations 2 Locations 1 Location 2 Locations 1 Location 2 Locations 1 Location
  • 19. 19 $40M Run-Rate Revenue in About Three Years
  • 21. 21 We are a Skilled and Passionate Team M I C H A E L B O E S E CEO • Certent, CEO • Taleo, SVP L E S L I E L E A C H Customer Success, Marketing • ZapLabs, VP Marketing • Certent, CMO K E V I N C H O K S I Investor/Advisor • Co-Founder, Former CEO A R PA N D A L A L Engineering • ZapLabs, VP Engineering • Predictive Solutions T I M C A B R A L Investor/Advisor • CFO PA M W E B B E R Advisor • COO 99designs I A N B A L D W I N Advisor • Garden retail consultant • 39 years industry experience I n d u s t r yM a r k e t p l a c eB o a r dS c a l e
  • 22. 22 Prior Funding Investors Direct Capital Contribution Convertible Note A (Closed) Convertible Note B (Open) Total Michael and Nance Boese $715K - $150K $865K Angels - $500K $395K $895K Total $715K $500K $545K $1,760K Note Terms • $6M Cap • 30% discount • 4% dividend • $6M Cap • 20% discount • 4% dividend
  • 23. 23 Opportunity To Participate Via Convertible Note • R&D (65%) • Content Management System • Storefront capabilities • Plantt.com • Services and Support (35%) • SummerWinds roll-out • Armstrong roll-out • Drive consumer activity • Selectively execute on key sales opportunities • Set-up Seed/A round 1H 2020 with healthy valuation Use of Funds • $455K raise via Convertible Note B • 20% Discount • $6M Cap • Completed Keiretsu Forum due diligence process Opportunity
  • 24. 24 Multiple Exit Options Will Exist for Plantt VALUE PROP • Strong financial profile • Multiple operating options • Scale for portfolio company VALUE PROP • Logical adjacency • Synergies • International expansion VALUE PROP • New capabilities • Strengthen SMB offering • International expansion Private Equity Strategic— Marketplace Strategic— POS/SaaS
  • 25. 25 Traction Customers Solution Team Beta V1.0 1 Location 6 Locations 50 Locations V2.0 4 8 13 Q2 2019 Q3 2019 Q4 2019
  • 26. 26 Investor Overview Michael Boese, Co-Founder and CEO michael.boese@plantt.com November 2019
  • 27. 27 Demographic Trends and Poor Experience Makes the Industry Ripe for E-Commerce Gardening Participation # Millions Households 2012 2014201520162017 2018 83 84 90 9291 95 Purchasing Preference % Top Purchasing Frustrations # Score Physical Nursery Single Nursery Online Multiple Nurseries Online National Nursery Online No Preference Not Finding What I Need No Easy Way to Create Shopping List Not Knowing What is in Stock Lack of Information on Plants 48% 17% 26% 4% 5% 43% 7.9 7.5 6.9 6.6 Sources: 1. 2018 National Gardening Survey conducted by Research Now SSI for GardenResearch.com 2. Plantt-conducted consumer survey using SurveyMonkey tool, July 2019, n=286 3. Bentley University User Experience Center Survey, June 2018, n=406 2013 85
  • 28. 28 Plantt Enables Consumers to Find and Discover Garden Goods Ready for Delivery
  • 29. 29 Source: IBIS World Industry Report 44422 March 2019 | Dmitry Diment Nursery & Garden Stores in the US • Consumer spending represents about $20B (40%) of total U.S. Nursery and Garden Store sales • Plantt’s addressable market opportunity focused on consumer segments and portions of Farmer and Corporate segments • >35 year old segments represent 30%+ of total U.S. Nursery and Garden Store sales KEY TAKE-AWAYS Does not include Home Improvement or Big Box players—the only large player is Tractor Supply company ($9B, 1900 stores), next largest company is Armstrong and then Calloway 1 2 Includes equipment, plants, chemicals, tools and other supplies, grain and animal feed $25B of Which is Immediately Addressable “Demand”
  • 30. 30 U.S. Nursery and Garden Store Locations “Supply Side” 35% (3500) 15% (1500) 50% (5,00 0) PLANTT ADDRESSABLE U.S. NURSERY AND GARDEN STORE SEGMENTATION (10,000 LOCATION,  $25B REVENUE) • Plantt will build supply side of marketplace by focusing on larger garden store KEY TAKE-AWAYS Less than $2M Per Location Greater $3M per Location $2-$3M Per Location Source: IBIS US Nursery & Garden Stores, IBIS Farm Stores, Plantt Estimates SEGMENTS LOCATION S REVENUE PER LOCATION TOTAL REVENUE • Retail Garden Centers • Growers plus Retail • Select Hardware • Select Farm Supply • 5,000 • $1M to $6M • $15B+
  • 31. 31 Home Depot Sales By Category Indoor garden Appliances Paint Lumber Tools Kitchen and bath Plumbing Building materials Flooring Outdoor garden Hardware Millwork Electrical Lighting Décor Total 2013 7,022 5,382 7,018 5,820 5,038 6,301 5,435 5,728 5,721 6,140 4,718 4,389 5,378 2,379 2,343 78,812 2014 7,560 5,708 7,299 6,050 5,388 6,607 5,740 6,054 5,987 6,385 4,975 4,694 5,653 2,499 2,577 83,176 2015 8,298 6,534 7,465 6,278 6,060 6,874 6,346 6,396 6,194 6,565 5,296 4,924 4,291 4,249 2,757 88,527 2016 9,204 7,362 7,666 6,828 6,668 7,184 6,985 6,774 6,477 6,789 5,629 5,139 4,561 4,423 2,906 94,595 2017 9,639 8,147 7,990 7,790 7,379 7,377 7,356 7,342 7,078 7,030 5,891 5,382 5,037 4,409 3,057 100,904 CAGR 8.2% 10.9% 3.3% 7.6% 10.0% 4.0% 7.9% 6.4% 5.5% 3.4% 5.7% 5.2% -1.6% 16.7% 6.9% 6.4% • Opportunity to leverage local online model to gain share from Big Box retailers • Today Big Box retailers provide 1. a limited selection of plants at a lower cost than local garden centers and 2. no/limited store-to-home delivery Source: Home Depot Financial Disclosures
  • 32. 32 Lowes Sales By Category ($M) Lumber & Building materials Appliances Seasonal & Outdoor Living Tools & Hardware Fashion Fixtures Rough Plumbing & Electrical Lawn & Garden Millwork Paint Flooring Kitchens Other Home Fashions Outdoor Power Equipment Total 2011 6,287 3,238 5,540 4,948 4,466 4,410 2,897 3,218 2,858 7,136 296 3,002 1,912 50,208 2012 6,276 3,433 5,633 4,964 4,356 4,340 2,793 3,306 2,864 6,973 487 3,050 2,046 50,521 2013 6,591 3,620 5,803 5,278 4,751 4,419 2,943 3,472 3,061 3,074 561 2,350 2,218 48,141 2014 6,877 3,735 6,193 5,600 4,996 4,622 3,141 3,619 3,218 3,138 620 2,414 2,340 50,513 2015 7,007 6,477 6,623 5,686 5,806 5,203 4,732 4,957 4,742 3,887 3,276 678 2,470 2,499 64,043 2016 8,505 7,037 6,996 6,359 6,303 5,741 5,109 5,236 5,183 4,227 3,532 789 2,611 3,493 71,121 2017 9,508 7,696 7,165 6,713 6,429 6,149 5,251 5,308 5,321 4,363 3,644 1,072 68,619 2018 9,968 8,391 7,352 6,906 6,351 6,327 5,433 5,381 5,263 4,282 3,700 1,955 71,309 CAGR 6.8% 9.0% 12.4% 3.2% 3.6% 5.1% 3.0% 9.2% 7.3% 5.9% -9.0% 31.0% NA NA 5.1% Source: Lowes Financial Disclosures • Landscape and Gardening $13B category for Lowes
  • 33. 33 Plantt.com Competitive Landscape (Demand Side) PLANTS GARDEN GOODS EQUIPMENT SERVICES ONLINE TOOLS CONTENT/ COLLABORATION = very strong/extensive offering = very weak/nonexistent
  • 34. 34 Base Case P&L 2019 2020 2021 2022 2023 2024
  • 35. 35 Base Case P&L 2019-2020 Q319 Q419 Q120 Q220 Q320 Q420
  • 36. 36 Base Case Headcount 2019 2020 2021 2022 2023 2024
  • 37. 37 Base Case Headcount 2019-2020 Q319 Q419 Q120 Q220 Q320 Q420
  • 39. 39 OPTION 1: Physical Nursery OPTION 2: Single Nursery Online OPTION 3: Multiple Nurseries Online Home About Us Events Contact Us 15 Golden Street Plymouth, CA 95669 209-438-7890 Hours: Mon-Fri: 9am – 7pm Sat: 10am – 5 pm TheSmithFamily In 1980 we opened our greenhouses and brought the beautiful Northern California plants that we had cultivated in our own gardens to a larger community. We have been family owned and operated ever since. We still retain the quality and attention to detail in all our plants since we first started in our family gardens. We invite you to stop in visit! SHOP SMITH NURSERY FAMILY OWNED AND OPERATED SINCE 1980 OPTION 4: National Nursery Online Consumer Survey We surveyed 400 people with an interest in buying plants against four different buying options
  • 40. 40 Consumer Survey Results • Ability to research online • Convenience • Selection • Delivery • Local Why Option 2 or 3? 43% Prefer Local Nursery eCommerce Options Source: Bentley University User Experience Center Survey, June 2018, n=406
  • 41. 41 Vision For Expansion (Garden Centers) 2019 2020+ Solution Markets Robust Catalog Guided Shopping Experience Photo Plant ID Chat Delivery and Pick-up Rules Upsell/Recommendations Technology In-store Sales Enablement (e.g. kiosk) Marketing Tools Community Forums Grower Inventory and Dropship Hard Goods Delivery Partnerships US Nursery and Garden Centers Farm Supply/Hardware Home Center SaaS AI 5g VR Gardening Services (e.g. Design, Landscaping) Extensive Plant Information Custom Photos
  • 42. 42 Vision For Expansion (Plantt.com) 2019 2020+ “Grubhub for Plants” Technology SaaS AI 5g VR “Houzz for Gardening” Nurseries Storefronts and Core Plant Content (V2.0) Marketplace rules Advice and Stories Online Design Design Services Lawn and Garden Services Request for Proposal (RFP’s) Photos and Inspiration What is Plantt.com? (V1.0) Nursery recruitment, FAQ
  • 43. 43 Shopping for Gardening Goods and Services is a Poor Customer Experience WISH LIST  Inspiration  Speed up time to knowledge  One stop shop  Self service  Plant selection and design guidance  Delivery BARRIERS • Lack of garden center IT capabilities • Plant data complexities (depth) • Extent of plant varieties (breadth) • Fragmentation • Bespoke delivery EXPERIENCE Intimidating Not enough info Too much runaround Inconvenient Too much trial and error

Editor's Notes

  1. Hello, I am Mike Boese, co-founder and CEO of Plantt Plantt is a marketplace for landscape and garden goods and services we are seeking $450K in funding to support our product and customer roll-out efforts.]
  2. Plantt was launched given a challenging experience my wife and I had when we could not find a common plant at a local garden center. [I was holding my phone in my hand and I thought we should be able to go online to view the garden center’s inventory and purchase the plant we wanted.]   More specifically, there is significant consumer frustration purchasing gardening goods and service. Intimidating and inconvenient are the words that most often come up in our consumer research and in a Bentley University national survey of gardening shoppers, 43% WOULD PREFER shopping at a local nursery online versus in person. [Gardening consumers want all the same things that make other online experiences great…including inspiration; practical content; and same day convenience.]
  3. The opportunity and challenges for local garden center is straight forward: Garden center goods, just like other consumer categories, can be bought online with the right model Garden centers also have unique capabilities like proximity to customers, plant knowledge and customer’s affinity to buy local that can be exploited BUT, by their own admission, are lacking IT capabilities to implement and operate an e-commerce solution and so virtually all local garden centers DO NOT have e-commerce capabilities
  4. Plantt solves both the consumer and garden center problems by providing a marketplace for landscape and garden goods and services. To build-out the supply side of the marketplace, Plantt provides local garden center with a turnkey, branded e-commerce solution that is accessible right from their website
  5. The turnkey e-commerce solution includes: A branded storefront integration with their POS system extensive enrichment of POS data including detail plant attributes and pictures a clean, modern purchasing experience [with cross-selling capabilities] And Integration with our crowdsourced, delivery partner Roadie [which offers real time tracking for end customer]
  6. Like OpenTable and Mindbody in the first half of 2020 we will launch our national branded website Plantt.com to help drive the demand side of the marketplace and funnel traffic to the garden center storefronts. Visitors simply type in their address……and they will be directed to the local, Plantt-powered garden centers in their neighborhood..
  7. Ultimately Plant can expand the marketplace to include landscape services, inspiration, expansive content, and online tools and become the destination gardening site.
  8. Overall the landscape and garden goods market is a $65B opportunity made up of mega home improve and big box retailers and local nursery and garden centers. There are well over 10,000 garden store sales locations in the US. It should also be noted that gardening is Home Depot’s largest category by almost 2x.
  9. The residential landscape and garden service market is a $40B adjacent opportunity made up of design, installation and maintenance services. Maintenance services makes up 75% of this market. This is a highly fragmented space with hundreds of thousand of small businesses that is ripe for online consolidation.
  10. Our initial garden center target market includes 5000 store locations. With average sales of about $1-6M. This provides for an first market opportunity of $15B.
  11. A great part about this market, is we have multiple business model expansion opportunities and including three phases to building-out the Plantt business. First, we want to make the plant buying process more convenient and efficient Next, we will be the trustworthy, authoritative source of information, instruction and inspiration and reduce trial and error Finally, we will rationalize both goods and services across the lawn and garden market and enable end-to-end project capabilities
  12. So our storefront solution to address the online convenience and runaround challenges is now live. All the storefront features we discussed earlier are available today. Key storefront roadmap items include refining the buying experience, further development of our proprietary content management system and chat and video capabilities. We look forward to demonstrating our storefront solution and instore application to you as part of your due diligence.
  13. In first half of 2020, we will be building out the national branded website, Plantt.com, to help drive consumer demand. We want to do this by having a highly compelling site that provides visitors with the very best presentation of instructional content, peer and expert collaboration and maintenance and care planning tools. We also have the opportunity to expand the online shopping experience beyond the garden center’s inventory. For example, we are already working on ways to tie into growers’ inventory and enable nursery customers to purchase grower stock and have it delivered in 2-4 days.
  14. We also have the opportunity to grow our marketplace beyond garden center goods to services and attack the design, installation, and maintenance service markets with content, collaboration, online tools and marketplace models.
  15. Plantt has a simple pricing model which includes a $10K set-up fee and 10% transaction fee for all e-commerce purchases. This is an easy model for garden centers to understand and demonstrates our commitment to their success.  
  16. Now this is why my wife and I have put over $800k dollars into Plantt. No one else is offering a marketplace for garden center goods or a turnkey e-commerce solution for garden centers. Today, the best option for garden centers is Do IT Themselves—including buying a catalog software solution and plant data, engaging design and integration firms, and sourcing staff to manage an online solution. A few growers will mail plants, but this is a fundamentally different model with challenging economics. Big box players are certainly key competitors for share of wallet. Today these large players have spotty e-commerce capabilities for plants and garden center goods, but we certainly expect this to change.
  17. We currently have three customers and representing fifty-seven locations. This includes Armstrong, the largest independent garden center in the US. These customers represent a $2-$3M backlog for us to execute against. The Greenery and SummerWinds are now live and Armstrong will go live in December.
  18. We also have over 10 sales opportunities representing more than 50 locations in our pipeline. We will be selectively adding customers in the first half of 2020 to properly manage demand and ensure customer success.
  19. Given the green field nature of our market, we believe with can drive to a 40M revenue run-rate business within 3 years. This implies close to 1500 Garden Centers leveraging the Plantt solution and 8% e-commerce attach rate.
  20. We are also excited about the medium and long term prospects for building out a significant marketplace company with attractive economics and growth profile including breakeven profitably by early 2022.
  21. We have a highly experience software leadership team to drive Plantt. Leslie and I work together at Certent, a fintech SaaS company, and grew it from $10M to $50M in revenue over a six year period.   Leslie and Arpan were part of the executive team at Zaplabs, the technology division for Realogy.   We also have notable Silicon Valley executives as investors and advisors to provide marketplace and scaling counsel and Ian is this the “McKinsey” of local garden centers and has been working with us since mid 2018 including making many of key introduction to our existing customers and pipeline.
  22. We have raised $1.8M to date, half from my wife and I and half from angel investors. With $455K still open on Convertible Note B.
  23. We are looking to complete $455K in funding via this note] at a $6M cap and 20% discount to fund key product initiatives and de-risk customer implementations…setting us up for a full seed or A round the first half of 2020. The Plantt Keiretsu due diligence report is complete and available for your review.
  24. We believe Plantt can be bought, not sold, in the next 3-5 years by multiple types of potential buyers. This includes private equity buyers given our expected strong financial profile and strategic buyers looking for adjacent or expansion opportunities.
  25. We are excited about the momentum we have built in the first nine month as a company including: Significant traction with customers and securing the largest independent garden center in the US Delivery of key product capabilities including an integrated delivery service And attracting the right talent to execute on our 2020 plans. Thank you for your time for your time and we look forward to answering your questions.
  26. …and they will be directed to their local, Plantt-powered garden centers.  
  27. Plantt solves this problem by providing a marketplace for landscape and garden goods and services. To build-out the supply side of the marketplace, Plantt provides local garden center with a turnkey, branded e-commerce solution that is accessible right from their website
  28. Plantt solves this problem by providing a marketplace for landscape and garden goods and services. To build-out the supply side of the marketplace, Plantt provides local garden center with a turnkey, branded e-commerce solution that is accessible right from their website
  29. Plantt solves this problem by providing a marketplace for landscape and garden goods and services. To build-out the supply side of the marketplace, Plantt provides local garden center with a turnkey, branded e-commerce solution that is accessible right from their website
  30. Plantt was launched given a challenging experience my wife and I had when we could not find a common plant at a local garden center. More specifically, there is significant consumer frustration purchasing gardening goods and service. Intimidating and inconvenient are the words that most often come up in our consumer research. Gardening consumers want all the same things that make other online experiences great BUT In order for this to happen, key barriers must be addressed.