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HunnyDone Pitch Deck

The November 2024 seed pitch for HunnyDone, a home management company I founded in southeast Michigan: a local home manager on subscription for preventative maintenance and contractor oversight, a free iOS app as the way in, and the home data that builds up underneath as the long game.

  1. Title slide. HunnyDone: a home management technology company. Luke Donahue, luke@hunnydone.com.
  2. What is the best part about living in a rental? The word maintenance, struck through with a red prohibition sign.
  3. The problem. Millennial homeowners often lack the nurtured skills and time to maintain and improve their homes. A long list of what needs upkeep: refrigerator, furnace, water heater, sump pump, gutters, roofing, siding and more.
  4. We are trusted home managers. Maintenance management: preventative maintenance, inspections, light handyman work, advice and guidance. Contractor management: contract review, license and insurance, work history, mediation and negotiation. Underneath both, a home operating system.
  5. Revenue from in-home services: home management under $100 a month, home services priced by market, contractor management at 10% of project cost. Future revenue from data: Snapshot by HunnyDone, a CARFAX for homes, and market research and consulting.
  6. Traction. HunnyDone broke through $100K in September and $1,000 MRR. Payment dashboard charts: 12 active subscribers, $1,205.84 MRR, $6,029.40 subscriber lifetime value, $119.5K gross volume.
  7. The home management market is huge but hyper local. $67B is 10% of all U.S. home improvement; $1.3B Midwest millennials; $100M southeast Michigan millennials. After one year: there is a problem to solve, solving it is hard, and whoever cracks it will have a huge moat.
  8. How does this scale? Local LLC managers are incentivized to focus on quality relationships, while HunnyDone Co. provides the infrastructure for scalability. Org diagram: HunnyDone Co. above a Michigan-based local LLC prototype, HunnyDone Technology, and future HunnyDone areas.
  9. Competitive comparison across inspections, to-do list, finding pros and hiring pros. HunnyDone covers all four with the homeowner as the customer; lead-generation marketplaces, maintenance apps, property management and DIY each cover only some.
  10. Go to market: a freemium application leads to local loyalty. One, a free home management app. Two, premium features. Three, upsell to a local manager. Four, build local knowledge. Five, expand data partnerships.
  11. Flexible revenue model equals controlled scalability. Projection for 2024 to 2029: a single service area grows from 60 active doors and $0.1M revenue to 7,134 doors and $15.9M; service areas grow from 1 to 176; HunnyDone Co. income reaches $104.3M including data revenue.
  12. The ask. HunnyDone must invest in customers, process and software. $500K to reach 250 clients at roughly $800 CAC, serve them while developing a scalable data acquisition model, and fund UX and IP software development. Use of funds: 40% customer acquisition, 30% client service and process, 10% each for bid system, applied AI and data acquisition tech.
  13. Property technology and service franchise company exits and large funding rounds, followed by new home maintenance startups actively raising.
  14. Closing slide. HunnyDo? HunnyDone. A modern home management company.