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No Headache Furniture Shopping.
Search and Discover Top Brands, then Filter,
Compare, Organize, and Buy.

David Albert • Co-Founder

Eli Gill • Co-Founder

416.305.4588 • david.albert999@gmail.com

312.972.0905 • eli.j.gill@gmail.com
Summary
HomeHub is looking to raise $150K, allowing the team to hire development
resources to build the product, to set up operations, and to sell the first items
Idea: become the Kayak.com of the furniture industry
• Step 1: Users will search for particular item (e.g. couch) and filter results based on criteria
• Step 2: Customer collaborate with friends/family then buy
Why is there a need for this?
• Customers – 38M U.S. households that spend $84B annually can narrow down options
• Retailers – allows for incremental sales, especially for local retailers
Business Model
• Free to consumers, but take an affiliate fee from national (5%) and local (20%) retailers
• Later: display ads and interior designer model

Demo:

2
Problem
38M U.S. households buy furniture annually. The process is time consuming,
overwhelming, and costly. Retailers are having issues coming online
Consumer

Retailer

Time Consuming: 38M U.S.
households spend over 60 hours
furniture shopping / year

Online Sales – National Retailers:
10% of $84B industry online. National
brands are struggling to win growing
segment (e.g. 2% Bed, Bath and
Beyond sales online)

Overwhelming Number of Options:
50K+ couch options just at Pottery
Barn; hard to filter across all retailers

Online Sales – Local Retailers:
20K+ local retailers have little to no
online presence

Costly: Each household spends
~$2.5K per year on furniture (6% of
avg income)

Customer Experience: Merchants
want to maintain ownership of the
customer touch points
3
Solution
By creating the “Kayak.com of the Furniture Industry”, HomeHub will offer
consumers a better buying experience and merchants incremental online sales
Consumer

Retailer

Time Saving: Consolidate hundreds
of retailer’s inventory, reducing time
spent looking through websites/stores

Online Sales – National Retailers:
Drive additional sales by providing an
additional sales channel

Clean Way to Organize Options:
Filter search results based on
preferences (e.g. dimensions)

Online Sales – Local Retailers:
Customers will have access to a
marketplace of offline inventory

Saves Money: Price comparing
filtered options allows you to get the
most value for your money

Customer Experience: The
customer’s transaction and aftersales support is owned by the retailer
4
Demo
Below is the screenshot of HomeHub’s working prototype, showing the search
results for coffee tables between $120 and $315 (link: HomeHub.co)

5
U.S. Furniture Industry
The $84B US industry is highly fragmented and has large gross margins.
HomeHub will take advantage of the growing online sales segment
Customer

Industry

Merchant

• More than 38 million
U.S. households
purchased in 2012
• $2.5K spent/household
• 18-35 years spend 19%
of total and 47-65
years, 41%

• $84B in 2012 U.S.
Sales
• 10% online, segment
growing at 10%/year
• Renew inventory twice
per year
• 95K Interior Designers

• 35K retail outlets
• Highly fragmented - top
4 players account for
15.7%
• #1: Ikea in World
• Gross margin of
national retailers is over
100%

Key Takeaway: GenY will
help shift purchasing online

Key Takeaway: Large
industry at $84B

Key Takeaway: Highly
fragmented
6
Business Model
HomeHub taps into the large furniture market by taking an affiliate fee from
items sold, charging advertisers and offering low-touch interior design services
(1) Affiliate Fees –
Mass Retailers: Tap
into existing affiliate
programs (e.g.
Amazon) or reseller
programs (e.g. West
Elm)

Click Here For Free Online
Interior Designer Help

New Home? Set up your Verizon today!

by Mom+Pop Shop

(2) Affiliate Fees –
Local Retailers: Sell
items from the 20K+
independent retailers
in U.S. that have little
or no online presence

(3) Display Ads:
Advertise retailers,
insurance companies
and telecom
companies who want
to target home buyers

(4) Interior Design
Services: Customers
can access Interior
Designer to help build
entire rooms fast and
professionally. We tap
into ID discounts at
retail
7
Competitive Landscape
No company offers a wide selection of relevant products combined with detailed
search, filtering, and organization tools

# of Furniture Products

Market Gap:

Brick & Mortar
Retailers.
Ex:

Detailed Search, Filtering, and Organization

8
Proof-of-Concept
Other companies have experienced success applying similar business models
to consumer facing internet companies in similar industries

Year

Uniques/
Month

Funding

Valuation

Revenue

Wantering

Clothing aggregator
with more than 1M
items available

2012

160K

$1M

$6M

n/a

Wayfair

“Amazon for home”
retailer that sells 5K
manufacture items

2002

10M

$200M

n/a

$1B

1stDibs

Marketplace for luxury.
verticals: furniture, art,
homes, jewelry

2001

2M

$100M

n/a

$650M

ShopStyle

Fashion aggregator
with home vertical.
Acquired by Sugar Inc

2006

8M

$46M

n/a

$28M

Company

Description

9
Acquiring Customers and Merchants
HomeHub will crack its chicken-and-egg problem by first building a crawler to
get a critical mass of retailers while building relationships on the customer front
Customer

Merchant

1. Partnerships: Partner with Interior
Designers and Real Estate agents
to suggest HomeHub to clients

National Retailers
1. Crawler: Build crawler to get
information from each retailer

2. SEM: Advertise on Google,
networks and industry relevant
portals (e.g. Trulia). Opportunity in
long tail key words

2. Partnerships: Work with retailers
to gain access to their API

3. Functionality: Add sharing,
organizational features to promote
organic growth
4. SEO: Develop site, work with
bloggers and use social

Local Retailers
1. Portal: Build portal for local
retailers to upload information
2. Sales: Develop sales team to
convince retailers to upload info
10
Revenue Projections
By driving all four revenue streams, HomeHub expects to generate $78M in
Revenue in Year 5, with a 204% average growth rate over the next five years

11
Product Roadmap
The product roadmap initially focuses on adding an intuitive homepage and
adding retailers and products, with more functionality planned over time
Phase

Topic

Action

Independent
Effort

Homepage

Build crawler to retrieve info from 10 retailer websites

10 weeks

Build a “Trello meets Pinterest” board that allows users to
share, filter, sort, comment on, and shift

9 weeks

Develop mobile optimized version of website

8 weeks

Local

Build B2B facing portal for Local Retails to upload data

5 weeks

Interior
Designer

Build user flow where customers can upload room specs and
Interior Designer drafts room

12 weeks

Discounts

Portal that allows someone to take daily-discount emails from
retails and reduce prices on HomeHub.co

4 weeks

Discovery

Discovery functionality where users can click on items in a
sample that generates a search query

4 weeks

Reco’s
Long
Term

Content

Mobile

Medium
Term

2 weeks

Shareability

MVP

Make homepage like AirBnB’s

Recommendation functionality based on user

4 weeks

Used
Furniture

Portal that allows consumers to upload used furniture

7 weeks

Virtual-ization

Create a virtual room where people can drop in desired items

12 weeks
12
Current Ask
HomeHub is looking to raise $150K in a pre-seed round allowing the
management team to achieve its product and user milestones over the next 9M
Use of Proceeds

Milestones
M0

M1

Fundraising
Complete

Home
Page
Complete

M2

M3

M4

MVP
Crawler
Complete Released
Shareability
Added

M5

M6

Marketing,
Customer
Feedback

M7

M8

M9

Begin Seed
Round
Funding
13
Team
HomeHub’s team consists of two experienced technology operators and
strategists, with two full-stack developers managing the technology solution
• David Albert – Co-Founder
• GM of Daily Deals at Postmedia, managing 30+ people and $8.5M in revenue
• Co-Founder & Operations Lead at WagJag.com (acquired by Torstar)
• Graduation with Distinction from McGill University (Finance & Strategy)

• Eli Gill – Co-Founder
• Three senior managerial, strategic, and operational roles at Groupon
• Management Consultant at Accenture, promoted to Consultant
• Graduation with Distinction from McGill University (Finance)

• Tim Leung – VP of Product
• Full-stack developer with 14y of startup & product experience at Torstar, Indigo
• Began web design business at age 15, with a focus on B2C mobile and web
• Graduate of University of Waterloo (Computer Science & Economics)

• Donald Ho – VP of Engineering
• Full-stack developer with experience architecting systems, currently at Oracle
• Deep knowledge of CMS, Real Time Bidding, and marketing automation system
• Graduate of University of Waterloo (Computer Science & Math)
14
Advisors
HomeHub’s team can rely on it’s strong advisors as they bring expertise from
the furniture industry, consumer internet startups, operations, and finance
• Josh Silver – Domain & Operations Advisor
•
•

Owner of Max Home, the #1 upholstery supplier to West Elm and Macys
Oversees merchandising, design, and fabric sourcing

• Chris Muhr – Startup & Operations Advisor
•
•

SVP EMEA at Groupon, managing 4000 employees and $4B in revenues
Co-Founder of CityDeal, Europe’s daily deal leader (acquired by Groupon)

• Tobias Tschotsch – Startup & Operations Advisor
•
•

Chief Operating Officer EMEA at Groupon
Former Entrepreneur-in-Residence at Rocket Internet

• Jeremy Zuker – Startup & Financial Advisor
•
•

Founder & CEO of WagJag, Canada’s daily deal leader (acquired by Torstar)
Private Equity Associate at Torquest Partners, Masters degree from LSE

• Stacey Cohen – Domain Advisor
•
•

Founder Interiors by Stacey Cohen, a leading N.A. design company
Previously Lead Interior Design for large property development company
15

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HomeHub Investor Presentation - 2014-02-18

  • 1. Confidential No Headache Furniture Shopping. Search and Discover Top Brands, then Filter, Compare, Organize, and Buy. David Albert • Co-Founder Eli Gill • Co-Founder 416.305.4588 • david.albert999@gmail.com 312.972.0905 • eli.j.gill@gmail.com
  • 2. Summary HomeHub is looking to raise $150K, allowing the team to hire development resources to build the product, to set up operations, and to sell the first items Idea: become the Kayak.com of the furniture industry • Step 1: Users will search for particular item (e.g. couch) and filter results based on criteria • Step 2: Customer collaborate with friends/family then buy Why is there a need for this? • Customers – 38M U.S. households that spend $84B annually can narrow down options • Retailers – allows for incremental sales, especially for local retailers Business Model • Free to consumers, but take an affiliate fee from national (5%) and local (20%) retailers • Later: display ads and interior designer model Demo: 2
  • 3. Problem 38M U.S. households buy furniture annually. The process is time consuming, overwhelming, and costly. Retailers are having issues coming online Consumer Retailer Time Consuming: 38M U.S. households spend over 60 hours furniture shopping / year Online Sales – National Retailers: 10% of $84B industry online. National brands are struggling to win growing segment (e.g. 2% Bed, Bath and Beyond sales online) Overwhelming Number of Options: 50K+ couch options just at Pottery Barn; hard to filter across all retailers Online Sales – Local Retailers: 20K+ local retailers have little to no online presence Costly: Each household spends ~$2.5K per year on furniture (6% of avg income) Customer Experience: Merchants want to maintain ownership of the customer touch points 3
  • 4. Solution By creating the “Kayak.com of the Furniture Industry”, HomeHub will offer consumers a better buying experience and merchants incremental online sales Consumer Retailer Time Saving: Consolidate hundreds of retailer’s inventory, reducing time spent looking through websites/stores Online Sales – National Retailers: Drive additional sales by providing an additional sales channel Clean Way to Organize Options: Filter search results based on preferences (e.g. dimensions) Online Sales – Local Retailers: Customers will have access to a marketplace of offline inventory Saves Money: Price comparing filtered options allows you to get the most value for your money Customer Experience: The customer’s transaction and aftersales support is owned by the retailer 4
  • 5. Demo Below is the screenshot of HomeHub’s working prototype, showing the search results for coffee tables between $120 and $315 (link: HomeHub.co) 5
  • 6. U.S. Furniture Industry The $84B US industry is highly fragmented and has large gross margins. HomeHub will take advantage of the growing online sales segment Customer Industry Merchant • More than 38 million U.S. households purchased in 2012 • $2.5K spent/household • 18-35 years spend 19% of total and 47-65 years, 41% • $84B in 2012 U.S. Sales • 10% online, segment growing at 10%/year • Renew inventory twice per year • 95K Interior Designers • 35K retail outlets • Highly fragmented - top 4 players account for 15.7% • #1: Ikea in World • Gross margin of national retailers is over 100% Key Takeaway: GenY will help shift purchasing online Key Takeaway: Large industry at $84B Key Takeaway: Highly fragmented 6
  • 7. Business Model HomeHub taps into the large furniture market by taking an affiliate fee from items sold, charging advertisers and offering low-touch interior design services (1) Affiliate Fees – Mass Retailers: Tap into existing affiliate programs (e.g. Amazon) or reseller programs (e.g. West Elm) Click Here For Free Online Interior Designer Help New Home? Set up your Verizon today! by Mom+Pop Shop (2) Affiliate Fees – Local Retailers: Sell items from the 20K+ independent retailers in U.S. that have little or no online presence (3) Display Ads: Advertise retailers, insurance companies and telecom companies who want to target home buyers (4) Interior Design Services: Customers can access Interior Designer to help build entire rooms fast and professionally. We tap into ID discounts at retail 7
  • 8. Competitive Landscape No company offers a wide selection of relevant products combined with detailed search, filtering, and organization tools # of Furniture Products Market Gap: Brick & Mortar Retailers. Ex: Detailed Search, Filtering, and Organization 8
  • 9. Proof-of-Concept Other companies have experienced success applying similar business models to consumer facing internet companies in similar industries Year Uniques/ Month Funding Valuation Revenue Wantering Clothing aggregator with more than 1M items available 2012 160K $1M $6M n/a Wayfair “Amazon for home” retailer that sells 5K manufacture items 2002 10M $200M n/a $1B 1stDibs Marketplace for luxury. verticals: furniture, art, homes, jewelry 2001 2M $100M n/a $650M ShopStyle Fashion aggregator with home vertical. Acquired by Sugar Inc 2006 8M $46M n/a $28M Company Description 9
  • 10. Acquiring Customers and Merchants HomeHub will crack its chicken-and-egg problem by first building a crawler to get a critical mass of retailers while building relationships on the customer front Customer Merchant 1. Partnerships: Partner with Interior Designers and Real Estate agents to suggest HomeHub to clients National Retailers 1. Crawler: Build crawler to get information from each retailer 2. SEM: Advertise on Google, networks and industry relevant portals (e.g. Trulia). Opportunity in long tail key words 2. Partnerships: Work with retailers to gain access to their API 3. Functionality: Add sharing, organizational features to promote organic growth 4. SEO: Develop site, work with bloggers and use social Local Retailers 1. Portal: Build portal for local retailers to upload information 2. Sales: Develop sales team to convince retailers to upload info 10
  • 11. Revenue Projections By driving all four revenue streams, HomeHub expects to generate $78M in Revenue in Year 5, with a 204% average growth rate over the next five years 11
  • 12. Product Roadmap The product roadmap initially focuses on adding an intuitive homepage and adding retailers and products, with more functionality planned over time Phase Topic Action Independent Effort Homepage Build crawler to retrieve info from 10 retailer websites 10 weeks Build a “Trello meets Pinterest” board that allows users to share, filter, sort, comment on, and shift 9 weeks Develop mobile optimized version of website 8 weeks Local Build B2B facing portal for Local Retails to upload data 5 weeks Interior Designer Build user flow where customers can upload room specs and Interior Designer drafts room 12 weeks Discounts Portal that allows someone to take daily-discount emails from retails and reduce prices on HomeHub.co 4 weeks Discovery Discovery functionality where users can click on items in a sample that generates a search query 4 weeks Reco’s Long Term Content Mobile Medium Term 2 weeks Shareability MVP Make homepage like AirBnB’s Recommendation functionality based on user 4 weeks Used Furniture Portal that allows consumers to upload used furniture 7 weeks Virtual-ization Create a virtual room where people can drop in desired items 12 weeks 12
  • 13. Current Ask HomeHub is looking to raise $150K in a pre-seed round allowing the management team to achieve its product and user milestones over the next 9M Use of Proceeds Milestones M0 M1 Fundraising Complete Home Page Complete M2 M3 M4 MVP Crawler Complete Released Shareability Added M5 M6 Marketing, Customer Feedback M7 M8 M9 Begin Seed Round Funding 13
  • 14. Team HomeHub’s team consists of two experienced technology operators and strategists, with two full-stack developers managing the technology solution • David Albert – Co-Founder • GM of Daily Deals at Postmedia, managing 30+ people and $8.5M in revenue • Co-Founder & Operations Lead at WagJag.com (acquired by Torstar) • Graduation with Distinction from McGill University (Finance & Strategy) • Eli Gill – Co-Founder • Three senior managerial, strategic, and operational roles at Groupon • Management Consultant at Accenture, promoted to Consultant • Graduation with Distinction from McGill University (Finance) • Tim Leung – VP of Product • Full-stack developer with 14y of startup & product experience at Torstar, Indigo • Began web design business at age 15, with a focus on B2C mobile and web • Graduate of University of Waterloo (Computer Science & Economics) • Donald Ho – VP of Engineering • Full-stack developer with experience architecting systems, currently at Oracle • Deep knowledge of CMS, Real Time Bidding, and marketing automation system • Graduate of University of Waterloo (Computer Science & Math) 14
  • 15. Advisors HomeHub’s team can rely on it’s strong advisors as they bring expertise from the furniture industry, consumer internet startups, operations, and finance • Josh Silver – Domain & Operations Advisor • • Owner of Max Home, the #1 upholstery supplier to West Elm and Macys Oversees merchandising, design, and fabric sourcing • Chris Muhr – Startup & Operations Advisor • • SVP EMEA at Groupon, managing 4000 employees and $4B in revenues Co-Founder of CityDeal, Europe’s daily deal leader (acquired by Groupon) • Tobias Tschotsch – Startup & Operations Advisor • • Chief Operating Officer EMEA at Groupon Former Entrepreneur-in-Residence at Rocket Internet • Jeremy Zuker – Startup & Financial Advisor • • Founder & CEO of WagJag, Canada’s daily deal leader (acquired by Torstar) Private Equity Associate at Torquest Partners, Masters degree from LSE • Stacey Cohen – Domain Advisor • • Founder Interiors by Stacey Cohen, a leading N.A. design company Previously Lead Interior Design for large property development company 15