vanfunding 2016: pitching showcase winner (my green space, michael moll)

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Garden Management App Helps people grow their own food with confidence. My Green Space October 2016

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Garden Management AppHelps people grow their own food

with confidence.

My Green Space

October 2016

Our Big Why

Industrial agriculture is unsustainable.

Organic agriculture movement marks a return to food production that is in harmony with the planet.

Urban agriculture is going to play a key role in the future of sustainable cities and thriving communities.

WE will empower this revolution.

THE PAST

THE DREAM

THE REALITY

Problem

Current gardening value chain supports baby boomers, not millennials.

○ Delivery of gardening information is outdated

○ Research & sourcing supplies takes too long

○ Fear of failure is a blocker

Solution - Garden Management App

PlanningIntegrated growing zone

data for all of North America

ManagementNotifications & tutorials

for each task

TroubleshootingPlant doctor to help with

pests & diseases

E-CommerceGarden supplies

delivered to your door

Business Model

1. Monthly subscriptions○ $2.99/mo.○ Unlimited planter boxes○ Video tutorials

2. Commissions on seed & supply sales○ Current: e-commerce in Vancouver○ Testing: North America

○ Commissions on dropshipping through curated vendors○ Amazon affiliate revenue

Freemium App Model (Free to download, paid subscription)

Business Model

3. Licensing Software○ Upfront fee ○ Yearly licensing fee + maintenance costs

Target Clients:○ Seed Companies○ Garden Kit Makers

Currently in talks with Tower GardenHydroponic Gardening System

$36.1 Billion(TAM)

$3.5 Billion(SAM)

$1.2 Billion(SOM)

All Lawn & Gardening(USA, 2015)

Food Gardening(USA, 2015)

Millennial Gardening Spend(USA, 2013)

Market Opportunity

18%ANNUAL GROWTH RATE

$138ANNUAL SPEND PER HOUSEHOLD PER YR

15 millionMILLENNIAL

GARDENERS (USA)

Target Persona

Female

Urban professional millennial

Aged 25-45

Bachelor's degree

$45,000+ income

0 - 2 years experience

○ Health conscious, environmentally aware

○ Seeking connection to nature & food

○ More money to invest than time

Our ReachFueled by inbound marketing

without paid promotion

○ Facebook following is 13K Millennials

○ Educational and impact content

reaches 30-60K people per week

○ Achieved 3M social impressions

reaching 1M unique people

TractionMillennials need and will use a garden management app

○ Launched 4 months ago

○ 1200 users total, 300 weekly active

○ $20K revenue

○ Users all over North America

Competition

MILLENNIAL FOCUSEDNOT FOR MILLENNIALS

EASY TO USE

DIFFICULT TO USE

PLANT ALARM APP

GROW YOUR OWN

MY GREEN SPACE

Founding TeamFounders all come from farming backgrounds and are aligned on values.

Michael Moll, Co-founder, CEOB.Comm Marketing & Sustainability, UBC. Experience in software startups, sales and a passion for gardening.

Harp Dhinsa, Co-founder, CTOB.Sc Computer Science & Biology, UBC. Experience developing large web-based applications. Developed My Green Space apps.

Harpreet Bains, Co-founder, COOB.A. Psychology, KPU. Masters Certificate Project Management, UVic. Yoga Certification.Experience as farm business operations, residential builder, board director, chair, and university senator.

Praveen Varshney, Co-founder & Board Member

Financial Goals

Fundraising Goals

Marketing

Test ROI of different marketing channels

○ Acquisition costs

○ Affiliate potential

○ User engagement

Development

○ Community & social engagement

100K Total Users

25K Active Users

Q3 2017 Goals

2K Paid Subscribers

$30K Monthly Revenue

Raising

Closing November 15th 2016

$100K Committed

$2M Pre-money Valuation

$500K Up to $750K

My Green [email protected]

778.875.0221

THANK YOU