Pet plants Inc
I co-founded Pet Plants Inc. (formerly known as arbor and Forest 3.0) with two other Stanford students. Over the course of four months, we developed our business concept by testing ideas using marketing campaigns, landing pages, and web stores.
A Rare Plant Marketplace
Buyers
Building an experience that makes it easy to trust online plant purchases
Inspect individual plants
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Interface for plants
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Consistent plant images
Transparent fulfillment
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Health verification upon sending and receiving
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Secure refundable transactions
We sell add-on product
Sellers
We make it easy to start and grow your online plant business
Easy upload tool
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Auto identifies and populates listing details
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Retouches background for consistent images
Increased distribution
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Plant “drop” pages
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Listings on main shop
10% fee on sales
Method:
Learn through Experimentation
We ran experiments to determine core features, pricing, messaging, and go to market strategies
Plant Finder Service
Testing hypothesis that it is hard to find where to buy plants online
Instagram ad
5751 people reach
--> Landing Page -->
327 page visits
User input
185 searches
33 emails
Core Feature Tests
Testing how customers respond to different core offerings
3.51% CTR
4.77% CTR
3.50% CTR
6.70% CTR
Ads directed to a short survey to gather data on preferences,feedback, and emails.
Priced Tests
Expanded on core offerings with tests to measuring customer responses to priced offerings
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$2.95/mo wishlist tracking service
6.06% conversion rate
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$9.95/mo membership to early access buying
0% conversion rate
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20% fee on sales on the marketplace
15% conversion rate
Measure conversion as people who both clicked "sign up" and entered their email for the waitlist.
Selling Plants Online
To better understand online plant sales and test messaging we opened a plant store shop-arbor.com
Social Media Ads
Group Posts
Webshop Selling Plants
Pitch Deck
Based on the learnings from experiments we pitched our business to investors