Knowing what to pitch and why is half the battle. This presentation will show you the top 10 things to include in your fundraising deck.

1. #StartupStudyHall @jim_brown
“Money is like gasoline during
a road trip. You don’t want to
run out of gas on your trip, but
you’re not doing a tour of
gas stations.”
-Tim O’Reilly

2. #StartupStudyHall @jim_brown
Topics of Discussion
! How to Pitch
! What to Include
! Personal Experience
! Resources

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How to Pitch

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Know Why
To Enlighten and Empower Homeowners
WHY Haven enlightens and empowers homeowners,
so they can spend less time worrying about their home
and more time doing what they love.
WHAT This allows us to provide
timely DIY recommendations as well as transparent
pricing and easy scheduling for homeowners who
prefer outside help.
HOW We do this
by sourcing data about each individual home and using
anticipatory technology to surface all the relevant things
needed to take care of it.

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Know Your Stuff
! 30 minutes or 30 seconds
! Key points - framing/bridging

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Leave an Impression
! They’re buying YOU
! Sell your vision of a
future state
! It’s NOT begging

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What to Include

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10 Points
1. Elevator Pitch
2. Team
3. Problem
4. Solution
5. Market Opportunity
6. Business Model
7. Competition
8. Go-to-Market
9. Numbers
10. Ask!

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Elevator Pitch

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Life is unpredictable. Owning a home shouldn’t be.

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The Team

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Founding Team
! Industry: Peter Korda
President Scotts Lawn Services,
GM Sears Home Services
! Industry: David Kerr
VP of Ecommerce Angie’s List,
VP of Home Services Groupon
! Marketing: Shawn Schwegman
VP of Marketing Overstock.com,
CMO at ChaCha
! Finance: Steve Fouty
Exits: Software Artistry, ExactTarget,
Compendium, Emerging Threats
! Legal: Greg Grove
Much Shelist, P.C.
AdvisorsJim Brown, President
Led sales and business development at
Compendium, acquired by Oracle. Top account
executive at Slingshot SEO, earned #58 ranking
on Inc. 500 fastest growing private companies.
Joe Wanninger, Marketing
Co-founded Orbis Education, maintained P&L
ownership while securing $35MM in equity
financing. VP of marketing at Chancellor’s
Learning Systems.
Craig Sturgis, Product
Built behavioral predictive analytics platform at
Smarter Remarketer. Started career at Aprimo,
acquired by TeraData.

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What’s the Problem?

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How We Manage Homes Today
Remember
When was the last time I changed the furnace filter?
How many yards of mulch do I need? What color paint is
in the kid’s room?
15
mins
Diagnose
Toilet won’t stop running... can’t get rid of dandelions in
the yard... warm air is coming out of the vents... You
remember what your dad taught you, right? Good luck!
30
mins
Find
Searching Google, asking friends and family on
facebook or neighbors on Nextdoor, or reading review
sites, there’s no shortage of places to find opinions on
service providers.
45
mins
Call
Alright, you’ve narrowed down your list to three and
now you want estimates. Be ready for voicemails, missed
calls, and answering the same question multiple times...
That is, if you know the answers.
30
mins
Hope
Will the service provider call ever call back? Will they
give me a reasonable estimate? Will they complete the
job when I can be home? Will they do it right? Why are
they asking for cash upfront?
???
hours

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What’s the Solution?

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Centralized projects, tasks, and/or
reminders with ability to assign to
spouse or service provider. A virtual ‘manila folder’ containing
preferred providers, preferences,
warranties, model numbers and
paint colors.Personalized, relevant and
timely recommendations.
Home services dynamically priced
based on known data about the home
and pre-negotiated with providers.
The more you use Haven, the more it learns and the better it can anticipate your future needs.
Two way communication with your
personal home manager via phone,
email, or SMS.
Your Entire Home... In Your Pocket

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Total Addressable Market (TAM)

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Market Opportunity

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How do you Make $$$?

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Marketplace
Revenue Opportunities
! 8-14% transaction fee
! Subscription $149+/mo
(Paid by Service Providers)
Home Manager
! Subscription $10-$100/mo
! Home Checkup $129+
(Paid by Homeowners)

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Competitive Landscape

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Competitive Segments
Lead Aggregators Vertical Marketplaces Horizontal Marketplaces
Revenue model: subscription, advertising or cost per
action (most commonly cost-per-lead)
Revenue model: commission or transaction fee (for
contracted services) or pure e-commerce (for work
that is done on behalf of the provider). Focused on a
specific market (cleaning, lawn care, painting, etc.)
Revenue model: commission or transaction fee
based on work that is contracted inside the system.
Focused on wide range of different markets.
Home Management

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Go-to-Market

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Initial Market Opportunity
Uber Generation
Boomer Generation

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User Demographics
! 66% are college educated
! 73% are between 25-54
! 76% are married
! 60% are male
! 69% of homes are valued
over $150,000
! 34% have household incomes
over $100,000
! 67% have been in their home
more than 5 years

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User Acquisition
Launch Growth Maturity
Referral incentives to existing users (in app badges, social sharing, neighborhood advocates, Haven Bucks)
Geo-targeted content marketing with social distribution (both paid and unpaid)
Customer lists from service providers
Public Relations – media outreach Events and local sponsorships
Door-to-door and yard signs Outbound Advertising (direct mail, television, out of home, display advertising)
CraigsList and other low- or no-cost online advertising platforms PPC and affiliate
Partnerships: realtors, home builders, utility companies, national partners, homeowner associations

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Traction or Projections

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Summary Projected Financials
2014 2015 2016 2017
Revenue $14,703 $1,059,443 $8,319,332 $21,168,090
Total Operating Expenses $482,805 $2,955,950 $7,913,704 $12,568,999
Sales and Marketing $102,692 $1,459,658 $5,333,405 $8,794,334
General & Administrative $380,113 $1,496,291 $2,580,299 $3,774,664
Operating Income (loss) ($468,102) ($1,896,507) $405,628 $8,599,091
Net Income (loss) ($466,332) ($1,879,983) $397,534 $6,545,986

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Model What If?
Customer Acquisition Cost $14.00 $10.00
Monthly Churn Rate 8% 4%
Average Annual User Spend $1,250 $2,500
Average Commission Rate 10% 11%
Average Monthly Revenue per User $10.42 $22.91
Home Manager Subscription $0.00 $10.00
Average Months as a Haven User 12.3 21.5
LTV of Average User $128.17 $707.56
Unit Economics
What If?
! We can cut the monthly churn
rate?
! We get involved in more complex
transactions like decks, basements
and kitchen remodels?
! We can add meaningful monthly
recurring revenue for Home
Manager product?
! We layer in the rewards of our
knowledge and not just our data?

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What Have we Accomplished?
In just six weeks after our mid-April Indianapolis
launch, 733 homeowners created accounts.
Of those, 76% have returned and
spent nearly four minutes in the app per session.
We’ve processed more than 100 service orders
with an AOV over $145.

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Close and ASK!

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The Best is Yet to Come
Current Financial Information
! Stage: Seed with working product
and active customers
! Capitalization: $1,025,000 convertible debt
! Monthly Burn: $90,000
Investors
! Elevate Ventures
! Innovate Indiana Fund
! 14 Individual Angels
! 2 Co-founders
! You?
Term Sheet Summary
! Raising $2MM
! 10% available option pool
! 1X liquidation preference
! Series Seed given same rights as
next series of Preferred Stock
! Pro rata participation right
! Indiana VCI Tax Credit

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Personal Experience

34. #StartupStudyHall @jim_brown
YOU Can Too
! Make a personal connection
! Stay even / stay committed
! Best pitch / worst pitch
! EVERYONE has an opinion

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Resources

36. #StartupStudyHall @jim_brown
Check This
! StartUp Podcast
gimletmedia.com/episode/1-how-not-to-pitch-a-billionaire/
! PitchEnvy
www.pitchenvy.com
! Perfect StartUp Pitch Deck
www.barcinno.com/10-slides-for-a-perfect-startup-pitch-deck/
! Simon Sinek
www.startwithwhy.com

37. #StartupStudyHall @jim_brown
”In times of change, learners inherit
the earth, while the learned find
themselves beautifully equipped
to deal with a world that no
longer exists.”
-Eric Hoffer