DecoReality - an augmented reality home decorating app. A presentation from Domus Viridis (Team 21) for Squared Online.

1. “Your room, your reality”

2. Executive Summary
DecoReality is an augmented reality home decorating app that allows
users to completely design a room to scale in digital format and supports
the purchase of the items used in a single checkout.
Features
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Scaled designs
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Multitude of products and categories
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Colour extraction
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3D and Augmented reality views
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Social media sharing
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One-stop checkout
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In-app design gallery
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Combines real and virtual
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Interactive in real time

3. Meet The Team
Ashley Elizabeth Ball, Chief Marketing Officer
Bostjan Bertalanic, Director of Revenue
Haylee Corfield, Chief Operating Officer
Pete Dyson, Chief Financial Officer
Wayne Gosden, Chief Executive Officer
Sarah Swallow, Customer Relationship Director

4. Market Opportunity
In the UK DIY market, DecoReality will uniquely position itself alongside the major competitors rather than against
them by combining all products from the major retailers into one app which uses augmented reality to drive sales.
Market value of the UK DIY market is forecast to be £8.3
bn in 2017. The online home furnishing market currently
has revenue exceeding £1bn.
Market growth is forecast in the DIY retailing market, and
all sectors will grow by at least 7.8% between 2013 and
2017 with decorative materials leading the way growing
by 12.3%.
A study by Juniper research predicts enterprise applications with augmented
reality elements to account for the third-largest proportion of revenues by
2015.
The adoption of AR in mobility is still restricted to marketing gimmicks and
niche usage.
Mobile augmented reality to generate 1.4 billion downloads by 2015 as major
brands embrace the concept.

5. Competitive Environment
There are many home interior apps on the market that offer a single feature such as a painting a room or furniture
placement. These apps fulfil a purpose, but that purpose is limited. To design a complete room, currently
consumers would need to purchase several apps to measure their room, place furniture in it and visualise it
decorated.
Floor plan apps - RoomScan
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Produces a floor plan by touching phone
against each wall in the room
The app calculates approximate
measurements and they can be adjusted
manually
Furniture placement apps - SnapShop
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Allows users to try out furniture and reposition
it before purchasing
Users upload an image, choose furniture from
retailers websites and virtually add the
furniture to their room
Option to purchase furniture through app
Painting/decorating apps – Wall Painter
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Users take a photo of their room and apply
paint/wallpaper to the walls
Completed rooms can be shared with friends
Limited use, functionality is clumsy and not intuitive
Colour palette apps – Augmented Colors
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Allows users to get the hex code of any colour by
pointing their phone camera at it.
Save and share options
Users say it needs image stabilisation

6. Nearest Competitors
“Furniture shopping should begin where it matters the most
- at home.”
“Add beautiful colour to your phone using your phone.”
Features include…
Realistic colour painter and editor enabling users to virtually
decorate and remodel their homes.
Gallery: The Furnish interior design team adds design ideas and
photos to the app every week to help users find their inspiration
for their homes.
Features include...
Furniture retailer browser: Furnish endeavours to bring the
showrooms of IKEA, Crate & Barrel and more into the homes of
its users, enabling people to see which furniture matches their
home before they buy.
Paint: By capturing or uploading a photo, users can paint
any aspect of their property. Colours include the latest
trends, 15 come free, but by unlocking the app, the user gets
access to 30,000 brands and paints.
Preview & buy direct: Users are able to place furniture in their
homes through a basic augmented reality application. If they like
what they see, users can click on the buy button where they will
be redirected to the retailer to finish checkout and arrange
delivery.
Save. Share. Email. Once satisfied with how their property
looks after they have virtually painted it, the user has the
ability to save, email and share their re-decorated properties.
This functionality is only available with the unlocked version
of the app.
Locked: Free
Unlocked: $2.50
Free to download

7. SWOT Analysis
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Motivated and diverse skills
within the team
Strong UK awareness
Ambitious individuals
Strong financial emphasis
Enthusiasm within the digital
and mobile markets
Richer customer experience
Pulling customer through the sales cycle
Ability to purchase online from multiple
retailers
AR relatively new to mainstream
DIY & Home Decor companies lack fully
integrated mobile sites
Home Decor is still growing in the UK
Speed of growth in the
mobile/smartphone market
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Start up investment required
No technical knowledge
New business start up
Impatient for revenue growth
Time zone & timing constraints within
the team
Lack of face-to-face brainstorming time
Complex costings and revenue streams
UK Housing market fluctuations
Reverse Showcasing
Possibility that Facebook is launching a
‘wishlist’ using premium placements
Speed of change in the mobile market
Sluggish growth for entire DIY market
Time to get the product to market

8. PESTLE Analysis
POLITICAL
TECHNOLOGICAL
• Government ‘Help to Buy Scheme’
will help a greater number of first time
home buyers onto the market.
• Augmented Reality is new to mainstream
portable devices with a huge ability to
enrich the customer shopping experience.
ENVIRONMENTAL
LEGAL
• Reducing the carbon footprint but
making it easier for purchases to be
made from home, rather than having to
view multiple stores for products.
• Consumer Protection Law – Distance
Selling Regulations 2000 will apply to all
purchases that we act as a merchant for.
ECONOMIC
SOCIAL
• Phenomenal rise in social sharing
websites (Pinterest, Houzz) that have
revolutionised the Home Decor
industry.
• 2013 Q1 bad weather greatly affected
profits for major DIY retailers. The indoor
home decor market isn’t as affected by
weather fluctuations, but more by the
housing ‘bubble’.

9. Our Customers
Our customers want to design their room and try decorating options in their own home before committing to
a colour scheme or purchasing materials
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They want to visualise products in their own rooms and try out different
colour schemes
They are style conscious consumers who follow websites like Pinterest
and Houzz and are likely to read publications like Elle Decoration
They want the choice and variety from different brands and the
convenience of a single checkout

10. Revenue
COMMISSION ON IN-APP
PURCHASES
APP SALES
IN APP DISPLAY
ADVERTISING
THIRD PARTY
SPONSORSHIP

11. Revenue projections
4 years
1,400,000 GBP

13. Revenue Model

14. Investment Cost

15. Marketing Strategy
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Client and customer relations
Building a passionate and loyal community
Social sharing
Website as the ‘hub’
Blog, Q&A, Hints and tips(Guest Bloggers)
Utilise strong social bookmarking websites to
drive traffic
#DecoReality
YouTube, Facebook, Twitter, Pinterest - be
where our community already congregates
App sector sponsorship, advertising on blog,
website, email
Appropriate tracking with SMART objectives
Agile teams for continuous improvement

16. Why Invest?
Creative niche
Propelling growth
Promising technology
Snowballing revenue