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The NZSA August Event: Angel at my Table featured some emerging and re-emerging companies pitching to three dragons, including Jennifer Clamp of Garden Genie, a cash-flow positive company developing an app to help first time home gardeners (and 5400 customers already)
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Buy Gardening Supplies Online 65%
Real Janes and Pauls
50People
53% Time
43% Knowledge
✓✓
✓
Greatest challenge …
53% 1me
43% knowledge
{I’m making meals straight
from my garden}
Next genera1on of growers …
• Home owners
• Aged 24-‐44
• Male and female
• No children or young children
4.5M
500,000 60% -‐ 300,000 20% -‐ 60,000
Subscrip1on model.
10 plant pack
+ customisable varie5es
+ choose what you grow
$30/mo $45/mo $95/mo
Supplier agreements
Drop-‐shipped deliveries
70% gross margin.
Cash-‐flow posi1ve @ 5,400 customer
in 20 mo.
My food bag 12 mo. – 5,000 customers
Garden Genie
20 mo. -‐ 5,400 customers
Emergence of new technologies
Tradi1onal gardening suppliers innova1ng
Packaging knowledge and resources to be
simple and convenient
… plus
So far …
Startup weekend in November 2013
Global startup baYle December 2013
Aus1n, Texas at SXSW March 2014
Launched trial product June 2014
Experienced team
Jennifer Clamp 10 year project manager and psychologist, delivering technology solu1ons to affect behavioral change.
Mohit Singh CRM and mobile specialist soaware developer and technology enthusiast.
Claire Mummery 25 year professional organic food grower and teacher.
Our vision is that no person feels the choice of fresh food over junk food
is out of her hands.
• Ac1ve director/investor
• $35,000 test problem/solu1on fit with a spring package
• Follow on funding to $250,000 to prove the product/market fit and start to scale
• Sales and Marke1ng exper1se
Subscrip1on @ $30/mo. 70% gross margin.
Cash-‐flow posi1ve @ 20 mo. 5,400 customer
10x share price increase @ 24mo.
Ini1al market penetra1on ….
Partnerships -‐ real estate -‐ mortgage providers Blogs -‐ mum’s groups -‐ DIY
Mass market acquisi1on ….
Brand every garden a Garden Genie garden.