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
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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
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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)
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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
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