“Your room, your reality”

Executive SummaryDecoReality is an augmented reality home decorating app that allows

users to completely design a room to scale in digital format and supports the purchase of the items used in a single checkout.

Features● Scaled designs● Multitude of products and categories● Colour extraction● 3D and Augmented reality views● Social media sharing● One-stop checkout● In-app design gallery● Combines real and virtual● Interactive in real time

Meet The TeamAshley Elizabeth Ball, Chief Marketing Officer

Bostjan Bertalanic, Director of Revenue

Haylee Corfield, Chief Operating Officer

Pete Dyson, Chief Financial Officer

Wayne Gosden, Chief Executive Officer

Sarah Swallow, Customer Relationship Director

Market OpportunityMarket value of the UK DIY market is forecast to be £8.3bn in 2017. The online home furnishing market currently has revenue exceeding £1bn.

Market growth is forecast in the DIY retailing market, and all sectors will grow by at least 7.8% between 2013 and 2017 with decorative materials leading the way growing by 12.3%.

In the UK DIY market, DecoReality will uniquely position itself alongside the major competitors rather than against them by combining all products from the major retailers into one app which uses augmented reality to drive sales.

A study by Juniper research predicts enterprise applications with augmented reality elements to account for the third-largest proportion of revenues by 2015.

The adoption of AR in mobility is still restricted to marketing gimmicks and niche usage.

Mobile augmented reality to generate 1.4 billion downloads by 2015 as major brands embrace the concept.

Competitive EnvironmentThere are many home interior apps on the market that offer a single feature such as a painting a room or furniture

placement. These apps fulfil a purpose, but that purpose is limited. To design a complete room, currently consumers would need to purchase several apps to measure their room, place furniture in it and visualise it

decorated.

Floor plan apps - RoomScan● Produces a floor plan by touching phone

against each wall in the room● The app calculates approximate

measurements and they can be adjusted manually

Furniture placement apps - SnapShop● Allows users to try out furniture and reposition

it before purchasing● Users upload an image, choose furniture from

retailers websites and virtually add the furniture to their room

● Option to purchase furniture through app

Painting/decorating apps – Wall Painter● Users take a photo of their room and apply

paint/wallpaper to the walls● Completed rooms can be shared with friends● Limited use, functionality is clumsy and not intuitive

Colour palette apps – Augmented Colors● Allows users to get the hex code of any colour by

pointing their phone camera at it.● Save and share options● Users say it needs image stabilisation

Nearest Competitors“Furniture shopping should begin where it matters the most

- at home.”

Features include…

Gallery: The Furnish interior design team adds design ideas and photos to the app every week to help users find their inspiration for their homes.

Furniture retailer browser: Furnish endeavours to bring the showrooms of IKEA, Crate & Barrel and more into the homes of its users, enabling people to see which furniture matches their home before they buy.

Preview & buy direct: Users are able to place furniture in their homes through a basic augmented reality application. If they like what they see, users can click on the buy button where they will be redirected to the retailer to finish checkout and arrange delivery.

Free to download

“Add beautiful colour to your phone using your phone.”

Realistic colour painter and editor enabling users to virtually decorate and remodel their homes.

Features include...

Paint: By capturing or uploading a photo, users can paint any aspect of their property. Colours include the latest trends, 15 come free, but by unlocking the app, the user gets access to 30,000 brands and paints.

Save. Share. Email. Once satisfied with how their property looks after they have virtually painted it, the user has the ability to save, email and share their re-decorated properties. This functionality is only available with the unlocked version of the app.

Locked: Free Unlocked: $2.50

SWOT Analysis● Motivated and diverse skills

within the team● Strong UK awareness● Ambitious individuals● Strong financial emphasis● Enthusiasm within the digital

and mobile markets

● Start up investment required● No technical knowledge ● New business start up● Impatient for revenue growth● Time zone & timing constraints within

the team● Lack of face-to-face brainstorming time● Complex costings and revenue streams

● Richer customer experience● Pulling customer through the sales cycle● Ability to purchase online from multiple

retailers● AR relatively new to mainstream● DIY & Home Decor companies lack fully

integrated mobile sites● Home Decor is still growing in the UK● Speed of growth in the

mobile/smartphone market

● UK Housing market fluctuations● Reverse Showcasing● Possibility that Facebook is launching a

‘wishlist’ using premium placements● Speed of change in the mobile market● Sluggish growth for entire DIY market● Time to get the product to market

PESTLE AnalysisPOLITICAL• Government ‘Help to Buy Scheme’ will help a greater number of first time home buyers onto the market.

ENVIRONMENTAL• Reducing the carbon footprint but making it easier for purchases to be made from home, rather than having to view multiple stores for products.

SOCIAL• Phenomenal rise in social sharing websites (Pinterest, Houzz) that have revolutionised the Home Decor industry.

TECHNOLOGICAL• Augmented Reality is new to mainstream portable devices with a huge ability to enrich the customer shopping experience.

LEGAL• Consumer Protection Law – Distance Selling Regulations 2000 will apply to all purchases that we act as a merchant for.

ECONOMIC• 2013 Q1 bad weather greatly affected profits for major DIY retailers. The indoor home decor market isn’t as affected by weather fluctuations, but more by the housing ‘bubble’.

Our CustomersOur customers want to design their room and try decorating options in their own home before committing to

a colour scheme or purchasing materials

● They want to visualise products in their own rooms and try out different colour schemes

● They are style conscious consumers who follow websites like Pinterest and Houzz and are likely to read publications like Elle Decoration

● They want the choice and variety from different brands and the convenience of a single checkout

Revenue

APP SALES

COMMISSION ON IN-APPPURCHASES

THIRD PARTY SPONSORSHIP

IN APP DISPLAY ADVERTISING

Revenue projections

4 years 1,400,000 GBP

Revenue Model

Investment Cost

Marketing Strategy● Client and customer relations● Building a passionate and loyal community● Social sharing● Website as the ‘hub’● Blog, Q&A, Hints and tips(Guest Bloggers)● Utilise strong social bookmarking websites to

drive traffic● #DecoReality● YouTube, Facebook, Twitter, Pinterest - be

where our community already congregates● App sector sponsorship, advertising on blog,

website, email● Appropriate tracking with SMART objectives● Agile teams for continuous improvement

Why Invest?Creative niche

Propelling growth

Promising technology

Snowballing revenue