lawnstarter's first pitch deck

The easiest way to order and manage your lawn care.

www.lawnstarter.com

The Team

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Steve Corcoran Ryan Farley

We’ve been working together for over 2 years:• Outperformed benchmark by over 10% as Financial Sector

analysts in Virginia Tech’s student-managed equity fund

• Launched video discovery engine Viirl.com

Advisors

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Content removed.

$71B industrySingle-family Residential

Multifamily Residential

Commercial

Poor customer experience is the status quo

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Government and Institutional

36%

36%

14%

14%

Why Lawn Care?

Typical Customer Issues

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• Contractors are unresponsive and unreliable

• Managing your account is a pain

• Finding a contractor is tough

• Getting a quote takes days

Many services attempt to solve this

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• Find contractor based on user reviews

• Solicit bids from multiple contractors

• Order handful of services online with fixed pricing

Our Solution

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A seamless customer experience, from start to finish:

Order instantly with transparent pricing

Manage all aspects of your account online

Quality guaranteed

Fantastic customer service

Product

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Order Service Online

Manage Your Account

OutstandingCustomer service

Lawnstarter.com/signup

Lawnstarter.com/sign-in

Who completes the service?

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Partners Our Crews

Partner with reliable contractors that want to grow

Earn 20% of revenue

Hire a crew chief and give autonomy to lead crew

Earn ~40% of revenue

Advantages:• Crews already set up• Proven in alpha testing

Advantages:• Complete control over schedule• Branding of trucks and uniforms

Challenges:• Integrating with existing schedule• Holding partners accountable

Challenges:• Hiring crew leaders & crew quickly• Requires up front capital investment

Homejoy Case Study

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• Y Combinator-backed, book cleaning services online

• Cleaners work exclusively with Homejoy

• Expanded to 31 cities in under a year

What we’ve done

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Alpha testingSept 2013

Built infrastructureNov2013

Pre-selling & convertible debt roundFeb2013

Formed partnerships for 2014Jan2013

Going Forward

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Launch in Greater Washington Metro Area (focused on Fairfax Co)

Raise round for expansion into 10-15 metro areas

• 3 million people and over 400,000 serviceable lawns

• Learn optimal marketing and operations strategies

Mar 2014

Nov 2014

We can acquire customers profitably

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Partner

$600

Our Own Crew

$300

Annual Value of a Customer

Direct Mail Lead Gen Paid Search

Cost per [mail / lead / click] $0.25 $5 $6

1 year breakeven conversion rate (partners) 0.08% 1.59% 1.91%

1 year breakeven conversion rate (our own crews) 0.04% 0.82% 0.98%

Expected conversion rate 0.300% 20% 10%

Expected CAC $83 $25 $60

Marketing Costs

Beating the Competition

Our advantages:• Leverage data at scale More efficient customer acquisition• Focus on customer experience Higher retention, strong brand

Map of lawn care providers in the US.

Financing Details

Total Capital Needed: $110k

• Provides 12 month runway (to next funding round)

• $30k contributed by founders

Use of Proceeds:

• $50k: Customer acquisition

• $30k: Living expenses

• $30k: Operating expenses

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The easiest way to order and manage your lawn care.

www.lawnstarter.com