30elm Overview

30elm is the premier destination to find

home design professionals.

Homeowners view homes from across the

country and get connected with the

design pros who created them.

A Large Market

2.1M major, pro home projects /yr.

X $679 marketing acq. cost /project

230k active remodeling firms

X $6,200 Avg. marketing budget

$1.4 Billion in annual spend

Sources: “Foundations for Future Growth in the Remodeling Industry- February 2007 Harvard Joint Center for Housing Studies "Marketing” - February 2007 Remodeling Magazine "Marketing Budget” - June 2005 Remodeling Magazine

Current Methods Don’t Work Well

Professionals

• Developing leads is costly• Offline solutions are hard to measure & unreliable• Effective websites can be expensive and difficult to build

Consumers

• Finding a design pro is time-consuming• Checking that a design pro is trustworthy can be difficult• Existing solutions do not consider style or budget

A Consumer Driven Solution• Quickly & easily see hundreds of design ideas

• Connect with the best design pro based upon style, budget, location

• View feedback from past clients

• Keep ideas organized by saving to a project planner with your notes

• Communicate with pros by asking questions

Lead Generation

Homeowners click to request a consultation.

We gather project info on style, location, budget & timeline.

That info is sent to the pro as a lead for follow-up.

We debit against their monthly membership.

A Better AlternativeCategory Companies

Example

Projects

Avg. Project

Size

Per Project

Revenue Comments

Editorial Lead-

Matching30elm

32,000

(yr 3)29k $300

Larger renovations &

custom homes

Blind Lead-Matching

ServiceMagic, Reliable Remodeler 0 3k-4k $33-42 Minor renovations

Directory AngiesList, Kitchens.com 0 3k None Directory listing only,

limited traffic

Editorial HGTV, Dwell, Apartmenttherapy 100-500 Mid market None

(ad based)Finding pros not their core business

Online Shelter

Companies # of ProsRevenue

Pro /mo. Revenues Avg. Project Comments

30elm 8k $300 21M 29kLarger renovations &

custom homes

ServiceMagic 52k $33-42 115M 3k-4k Plumbers, roofers, carpenters

Reliable Remodeler 5k $133 8M 9k

QualitySmith 8k $100 9M 7k Sets up appts between home pros & homeowner

AngiesList 100k None 40M 3k Electricians, doctors, nannies

Dwell 2k $150 7M Varies Finding pros not their core business

4/08- Angieslist raises 35M, ontrack to produce 40M in revenue in ’084/08- Even with the housing crisis Servicemagic’s revenue grew 10% YoY, ontrack to produce 115M in revenue in ’083/08- Mydeco launches after raising 10M in “seed funding”

Web users love us# of del.icio.us

Bookmarks

• Dwell – 1,286• 30elm – 1,044• Service Magic – 548• Architectural Digest – 151• PointClickHome – 142

*No advertising. No public relations.

Selected del.icio.us comments

• “love love love”

• “awesome professional home design community”

• “This type of social networking could catch on very quickly as interior design is inherently something you want to share.”

• “A site that enables design professionals and homeowners to network, share their work via blogs and portfolios, collaborate on projects and more. For a wannabe like me, it’s a wet dream.”

• “Site que mostra projetos de designde interiores”

• “不動産関連でしょうか。見易くてよいです

Press"I like the rating system and the architect profiles section on 30elm. I can never get enough of those quick q and a's with anyone!" -Lara Hedberg Deam, Founder, Dwell

Sample Package• Unlimited projects• Unlimited staff profiles• Dashboard-shows views, rankings, who’s saved info• Monthly analytics• Blogging capabilities• Unlimited contact requests• Client feedback

Upcoming• Streamlined functionality• Improved design• Network of regional editorial blogs• Regional landing pages• Expanded sales and marketing efforts• Largest database of upscale projects• Traffic-driving promotional sites

Design Cagematch

• Very marketable, web-friendly concept• Fun game for design lovers• Game generates detailed project rankings • Bloggers will be encouraged to imbed cagematches

• Game and rankings should drive substantial traffic• Participation optional

• Featured placement• Video tours• Collaboration tools• Regional advertorial• Exclusive sponsorship opportunities• Lead generation• Automated design advisory• Web hosting ($75 /mo.)• Online advertising• Consumer seal of approval/Quality assurance programs• Creative and marketing services

Premium Packages

Manufacturer OpportunitiesCategory Sponsorship

• $1k-5k /mo. for category sponsorship & custom-designed sitelet

• Allows for up to 100 example projects to be submitted into the 30elm from network of dealers. All projects appear in 30elm main site and within custom integrated sitelet.

• Sitelet can be customized to coordinate with brand image and URL (ie: gallery.plainandfancycabinetry.com)

Display Advertising

• Banner, video, rich media, interstitial ($10-50 CPM) Geo-targetting available

Direct promotions

• I.E. All members planning a Kitchen remodel >50k (Starting at $100 CPM) or trade direct promotions

Newsletter Sponsorships

$250 /issue

Featuretisements

e.g. Benjamin Moore color picker (Starting at $1k/mo.)

Looking Ahead

• Niche sites• International markets• Commercial design• Preeminent project database• Network of design sites

Why work with us?

• Superior platform

• Leading edge technology

• Experience in shelter space • Knowledge of regional publishing• Understand print media• Web driven approach (SEO)• Business minded• Shared commitment to excellence and innovation

Site Statistics

Gender split: Women 72%; Men 28% Age: 30-55; Mean 38Homeowners: 84%College Graduate: 75%Household Income: 95k (Mean)Home Value: 434k (Mean)Propensity to Remodel: 75% intend to remodel their home in the next 18 months Mean remodel cost of 23kResidential Specifiers: 20% of visitors are kitchen and bath designers/dealers, interior designers, architects or custom home buildersRegionality: High concentration of visitors east of the MississippiUsage: 40% of users surveyed say they spend more than 30 minutes a week on 30elmSurvey administered by QuestionPro. Popup would appear for 1 in 10 site

visitors from 8/1/07-12/31/07.