PowerPoint Presentation
swanprop
OutlineThe Vision, Our StoryKey NumbersMarket OpportunityProblem
& SolutionProduct Revenue ModelMarketing & Growth
StrategyTeamFinancials CompetitionInvestment
swanprop
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The Vision / Our StoryWe are the AirBnB for Paperless Property
Management
swanpropCompany born from Landlord & Tenant with a dream.We
built this business working from opposite coasts with 100% focus on
users- us!Swan is a world-class platform serving landlords, agents,
and tenants alike.
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Traction
* Partners: Sothebys International; Stripe; Confidential angels;
CRMLS- Largest Real Estate Service in U.S.
swanprop* Growth Metrics: CPC, CAC, LTV:CAC, Monthly Active
Users, churn/expansion MRR, Margins, Expenses, Monthly Net New
Customers.
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Market Opportunity* Niche Targets: People listing a property,
people seeking (integrative) property management software. *
Market: SaaS Property Management + Real Estate Rental/Listing
Market in Greater Los Angeles.
swanprop* Total Market Size: 48% of Greater L.A.s 5.7M Dwellings
are rentals (U.S. Census, 2015) X $4500 average rent (Trulia, Dec.
2016) = $12.3B Market. >>> .001-.005 penetration
($12.3M-$61.5M), 10% conversion rate assumed.
* Customers: Renters, Landlords, Real Estate Agents.
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Problem & Solution* Solution: There is no stand-alone,
AirBnB-grade home rental service on the market. Millennials have
grown up online and demand advanced digital products to meet their
needs. Landlords prefer to not spend money on property management
they can arrange through online services. Convenience is in, face
to face is out, swanprop is on it.
swanprop* Problem: Property Owners and Renters increasingly
source, list, and rent properties online. Millennials are the
fastest growing consumer segment who prefer to rent homes vs. own.
Current market options are clunky, incomplete, or expensive. You
cant sign a lease through Zillow.
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Product
swanpropswanprop: Providing the capacity to list properties;
draft & sign leases; search for new rentals; submit/receive
payments; manage renter profile, utility & maintenance
resources; perform background checks; and easily export data.
Swan Video
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Revenue Model
swanprop
Primary Customer: Property Listing Users Revenue: Capture small
% of processed payments; Advertising stream; Data monetization;
Utility/maintenance resource fee for hosting providers; affinity
partnerships.Assumptions: 1% of Average L.A. Processed Rental
Payment ($4,500)= $45 per payment.Average Customer Lifetime: 12
months X $45= $540 per customer per year. 2,000 active users
(2018>) X $540= $1.1M per year.
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Marketing & Growth Strategy
swanprop
Channels: Social & Mobile Media Marketing; Campaign
excitement (PR, Indiegogo); Analytics to hone adoption
rate/behavior strategies; Continual content curation; Direct Email
Marketing; Trade shows and industry group presentations; Affinity
site research and partnerships.* What do we do differently? Provide
reliable service & treat every user as our most valuable
stakeholder while tapping into a burgeoning market segment, and
geography, armed with a superior product and ahead of
competition.
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Team
swanprop
Our team consists of John Chere, Enoch Jensen, Cindi Jensen
(Realtor), and a large team of affiliated realtors. Realty staff
provide real estate expertise in navigating leases, listings, and
market.
John Chere (cofounder) has built dozens of technology startups
from Silicon Valley to Brazil and has worked with numerous firms
including Capital One, Facebook, Square, Google, and NetSuite. Cal
& Harvard.
Enoch Jensen (cofounder) helped craft audio for Guitar Hero and
constructed swanprop from the ground up. He is Lead Architect and
POC for all matters of computer engineering. Harvard.
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Financials, Assumptions, Margin Growth
swanprop
Average price for Greater L.A. Rental in 2016Number of Rental
properties in Greater L.A. in 2016Source:
https://www.trulia.com/real_estate/Los_Angeles-California/market-trends/
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Financials, Assumptions, Rental Growth
swanprop
Source:
http://journal.firsttuesday.us/los-angeles-housing-indicators-2/29229/
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Financials, Assumptions, Market Growth
swanprop
Source:
http://journal.firsttuesday.us/los-angeles-housing-indicators-2/29229/
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Financials, Assumptions, Target Markets
swanprop
Los Angeles has highest Rentership Rate out of all Metropolitan
Areas in the U.S.Percentage Point Difference from US Rentership
Rate of 36 Percent
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Financials, Assumptions, Expenses
swanprop
Niche CAC Google Ad CampaignListing Service UsersBudget: $100
per dayGoogle Search NetworkImpressions: 625CTR (click through
rate): 4.75%Average CPC: $4.43Projected CAC (listing only):
$26.55
Property Management UsersBudget: $100 per dayGoogle Search
NetworkImpressions: 534CTR (click through rate): 10.23%Average CPC:
$19.74Projected CAC (PM only): $135.87
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Financials, Assumptions, Expenses
swanprop
Year Two Expenses (Use ratios for ramp-up estimation)
$107,760 CAC (1500 Converted Listing Users : 500 Original
Property Management Users)$6,000 CRMLS License (fixed)$5,000
Technology Services$45,000 Advertising/Marketing$25,000
Professional Services
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Financials
swanprop
Complete Average Rental Revenue- Per unit listing: $7.11 per
year of AdSense revenue- Per unit managed: $540 per year based off
of 1% transaction fee revenue
2nd Year Goals (2017>)2000 Active UsersTotal Revenue:
$1.09MTotal Expenses: $188,760EBITDA: TBD
3rd Year Goals (2018>)5000 Active UsersTotal Revenue:
$2.7MTotal Expenses: $602,620EBITDA: TBD
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Competition
swanprop
No direct competitors. Closest are Property Management software
such as: AppFolio, Buildium, ProperlyRent, TenantCloud, and
RentManager. None provide property listing AND management
functions.No other product truly serves both renter and
landlord.Swanprops unique value-add is one of caliber and feature
set. No service on the market competes with either. SP is the
future of renting, meeting expectations for changing demographics
that requires simple-to- use, powerful SaaS interfaces for daily
life. Parties want privacy and autonomy with the power to handle
maintenance or rent with a few clicks and no problems. We afford
that: securely, efficiently.
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Investment
swanprop
Current* Bootstrapping
Use of ProceedsFounder salaries: 0%Sales & Marketing:
55%Product development: 15%New hires / Consultants: 20%Capital
expenses / Equipment: 10%
Timing* Seeding* Angels* Possible Series A
Seed Target for 2017$250K
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Thank You!
swanprop
John Chere III cofounder | swanprop m: (510) 384-4904 s:
https://www.swanprop.com/ e: [email protected]
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