30elm is an online destination that connects homeowners with home design professionals. Homeowners can view hundreds of design projects from across the country and connect with the professionals who created them. There is a large market for home remodeling at $1.4 billion annually spent on marketing by 230,000 active remodeling firms. However, current methods for professionals to generate leads and for consumers to find professionals are inefficient. 30elm aims to be a consumer-driven solution by allowing homeowners to easily view design ideas, connect with professionals based on style and budget, and view client feedback. It generates leads for professionals by collecting project details from interested homeowners.

2. 30elm is the premier
destination to find
home design
professionals.
Homeowners view
homes from across the
country and get
connected with the
design pros who
created them.

3. A Large Market
230k active remodeling firms 2.1M major, pro home projects /yr.
X $6,200 Avg. marketing budget X $679 marketing acq. cost /project
$1.4 Billion in annual spend
Sources: “Foundations for Future Growth in the Remodeling Industry- February 2007 Harvard Joint Center for Housing Studies
"Marketing” - February 2007 Remodeling Magazine
"Marketing Budget” - June 2005 Remodeling Magazine

4. Current Methods Don’t Work Well
Professionals
• Developing leads is costly
• Offline solutions are hard to measure
& unreliable
• Effective websites can be expensive
and difficult to build
Consumers
• Finding a design pro is time-consuming
• Checking that a design pro is
trustworthy can be difficult
• Existing solutions do not consider
style or budget

5. A Consumer Driven Solution
• Quickly & easily see
hundreds of design ideas
• Connect with the best
design pro based upon
style, budget, location
• View feedback from past
clients
• Keep ideas organized by
saving to a project planner
with your notes
• Communicate with pros
by asking questions

6. Lead Generation
Homeowners click to
request a consultation.
We gather project info on
style, location, budget &
timeline.
That info is sent to the pro
as a lead for follow-up.
We debit against their
monthly membership.

7. A Better Alternative
Example Avg. Project Per Project
Category Companies Projects Size Revenue Comments
Editorial Lead- 30elm 32,000 Larger renovations &
29k $300
Matching (yr 3) custom homes
Blind Lead- ServiceMagic, 0 3k-4k $33-42 Minor renovations
Matching Reliable Remodeler
AngiesList, Directory listing only,
Directory 0 3k None
Kitchens.com limited traffic
HGTV, Dwell, None Finding pros not their core
Editorial 100-500 Mid market
Apartmenttherapy (ad based) business

8. Online Shelter
4/08- Angieslist raises 35M, ontrack to produce 40M in
revenue in ’08
4/08- Even with the housing crisis Servicemagic’s revenue
grew 10% YoY, ontrack to produce 115M in revenue in ’08
3/08- Mydeco launches after raising 10M in “seed funding”
Comp
30elm
Service
Reliable
Quality
AngiesL
Dwell

9. Web users love us
# of del.icio.us Selected del.icio.us comments
Bookmarks • “love love love”
• “awesome professional home design
• Dwell – 1,286 community”
• 30elm – 1,044
• “This type of social networking could catch on
• Service Magic – 548 very quickly as interior design is inherently
• Architectural Digest – 151 something you want to share.”
• PointClickHome – 142 • “A site that enables design professionals and
homeowners to network, share their work via
blogs and portfolios, collaborate on projects and
*No advertising. No public more. For a wannabe like me, it’s a wet dream.”
relations. • “Site que mostra projetos de designde
interiores”
•“

10. Press
"I like the rating system and the architect profiles section on 30elm. I can never get
enough of those quick q and a's with anyone!" -Lara Hedberg Deam, Founder, Dwell

11. Sample Package
• Unlimited projects
• Unlimited staff profiles
• Dashboard
-shows views, rankings, who’s
saved info
• Monthly analytics
• Blogging capabilities
• Unlimited contact requests
• Client feedback

12. Upcoming
• Streamlined functionality
• Improved design
• Network of regional editorial
blogs
• Regional landing pages
• Expanded sales and marketing
efforts
• Largest database of upscale
projects
• Traffic-driving promotional sites

13. Design Cagematch
• Very marketable, web-friendly
concept
• Fun game for design lovers
• Game generates detailed
project rankings
• Bloggers will be encouraged
to imbed cagematches
• Game and rankings should
drive substantial traffic
• Participation optional

14. Premium Packages
• Featured placement
• Video tours
• Collaboration tools
• Regional advertorial
• Exclusive sponsorship
opportunities
• Lead generation
• Automated design advisory
• Web hosting ($75 /mo.)
• Online advertising
• Consumer seal of approval/
Quality assurance programs
• Creative and marketing
services

15. Manufacturer Opportunities
Category Sponsorship
• $1k-5k /mo. for category sponsorship & custom-
designed sitelet
• Allows for up to 100 example projects to be
submitted into the 30elm from network of dealers. All
projects appear in 30elm main site and within custom
integrated sitelet.
• Sitelet can be customized to coordinate with brand
image and URL (ie: gallery.plainandfancycabinetry.com)
Display Advertising
• Banner, video, rich media, interstitial ($10-50 CPM)
Geo-targetting available
Direct promotions
• I.E. All members planning a Kitchen remodel >50k
(Starting at $100 CPM) or trade direct promotions
Newsletter Sponsorships
$250 /issue
Featuretisements
e.g. Benjamin Moore color picker (Starting at $1k/mo.)

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

17. Why work with us?
• Superior platform
• Leading edge technology
• Experience in shelter space
• Knowledge of regional publishing
• Understand print media
• Web driven approach (SEO)
• Business minded
• Shared commitment to excellence and innovation

18. Site Statistics
Gender split: Women 72%; Men 28%
Age: 30-55; Mean 38
Homeowners: 84%
College Graduate: 75%
Household Income: 95k (Mean)
Home Value: 434k (Mean)
Propensity to Remodel: 75% intend to
remodel their home in the next 18 months
Mean remodel cost of 23k
Residential Specifiers: 20% of visitors are
kitchen and bath designers/dealers, interior
designers, architects or custom home builders
Regionality: High concentration of visitors
east of the Mississippi
Usage: 40% of users surveyed say they spend
more than 30 minutes a week on 30elm
Survey administered by QuestionPro. Popup would appear for 1 in 10 site
visitors from 8/1/07-12/31/07.