Venture Labs is developing an online garden design platform that allows users to drag-and-drop customizable garden designs in 3D and see pricing options through supplier partnerships. The projected market size is $5 billion annually in key markets. Competitors include Better Homes and Gardens, Garden Planner, and Vegetable Gardening Online. The platform aims to differentiate through ease of use and customization. Revenue will come from commissions, sponsorship of popular designs, and potential ad revenue in the future. Projections estimate 20% annual gross margin growth and a 345% return on the initial $86,000 investment over four years.

1. VENTURE LABS
Online Garden Design Platform

2. ONLINE GARDEN DESIGN SERVICES
In a nutshell…
“Online drag & drop platform for people to design their own garden or to use
a pre-designed template, see it in rendered 3D modes, and to see the most
economical purchase options for their completed gardens through our
partnerships with suppliers and a calculation algorithm to filter base and
logistics-included pricing.”

3. CUSTOMERS
Restrictions
1. Have access to internet
2. Fluent enough to use platform
3. Used to making purchases online
4. Understand English (until other languages are supported)
Main targets
Gardening enthusiasts who want to design their own gardens and enjoys
physically building their visions
Secondary targets
Gardening hobbyists who use platform to find good deals

4. PROJECTED MARKET SIZE
Projected Market Size
US$5Bper year
Assumptions (see notes)
1. Geography: U.S., U.K., Canada, Australia, etc.
2. 11% of population undertakes DIY gardening
3. 10% thereof are enthusiasts
4. Average US$50weekly spending on gardening items

5. COMPETITORS
Direct competitors
Better Homes and Gardens
Garden Planner
Garden Puzzle
Vegetable Gardening Online
Indirect competitors
Diversification from magazines & websites
Vertical integration from suppliers

6. BETTER HOMES & GARDENS
Product Offerings
Plants
Food
Weakness
Slow website
Low customer ratings

7. GARDEN PLANNER
Product Offerings
Software
Weakness
Sell only software

8. GARDEN PUZZLE
Product Offerings
GUI and custom design service
Plants
Weakness
Only plants

9. VEGETABLE GARDENING
ONLINE
Product Offerings
Garden planning tools
Variety of products
Weakness
Complex system

10. COMPETITOR MAP
1.2
1
0.8 BH&G
SBP
0.6
GP
0.4
GVO
0.2
HG
0
0 0.2 0.4 0.6 0.8 1
Key differentiator
1. X axis - ease of usage
2. Y axis – customizability
Note opportunity at top right

11. OUR PRODUCT
Ease of Use
Drag & drop platform allowing
1. User’s own creations
2. Taking inspiration from pre-designed templates
Pre-calculated pricing model that saves price comparison time
Variety
Partnerships with both local and international firms

12. MONETIZATION
1. Commission
10% on gross margin sales for supplier
2. Sponsorship for designers
US$100 per listing to capture high ROI designs
3. Ad revenue
Not major source of revenue

13. PROJECTED PRODUCTIVITY
2012 gross margin: US$781K
2012 net profit: US$279K
2016 gross margin: US$1,620K
2015 net profit: US$621K
CAGR gross margin: 20%
CAGR net profit: 22%
Initial investment: US$86K
IRR after 4 years (projected): 345%

14. Q&A