- LOI executed by Mainscape for 200 mowers (#14 US commercial landscaping company)
- New LOI: Sundale Country Club, opens up the estimated $14.16 Billion US golf course maintenance market
- Lead Investor: Wavemaker Partners, a global Venture Capital fund with $300M AUM
- Graze customers may achieve 50% labor savings by reducing 4 person landscaping teams to 2 people, according to Mainscape CEO
- CEO John Vlay is an industry insider with 35 years of experience and an exit under his belt.
- Total Amount Raised: US $3,771,815
- Total Investors: 2305
- Total Round Size: US $10,000,000
- Series A :
- Minimum Investment: US $998 per investor
- : Preferred Equity
- US $23,000,000 :
Graze has signed a Letter of Intent with Mainscape, ranked number 14 commercial landscaping company in the US. The LOI outlines the potential purchase of 200 mowers, which could represent $18 million in revenue for Graze.*
Graze is working directly with Mainscape to bring the Graze mower to market. Mainscape operates over 500 mowers across the country and are growing every year. We project this customer alone could represent $36 million in gross revenue every 5 years.
The $54 billion commercial landscaping industry in the US is a very manual, low-skilled, and low margin sector. Mowing is one of the lowest margin services offered, with labor accounting for about 45% of gross revenue. The best companies in the industry generate only ~10% margins from mowing as rising wages and labor shortages drive costs up and heavy competition drives prices down.
Graze believes the introduction of an electric, self-driving mower to the market will be highly disruptive. With Graze, landscapers may reduce 4-5 person teams to 2 people, eliminate fuel costs, increase operating margins, and win new business by undercutting competitors, if desired.
Many hardware and equipment manufacturers suffer from “one and done” customer purchasing. This is not the case in landscaping. Commercial landscaping and maintenance companies regularly purchase new equipment at the end of useful life spans (i.e., every 2-5 years). Because of this, Graze has the potential to have meaningful and predictable recurring revenue.
*This calculation is based on our intended subscription pricing model of $12,000 per year, per mower and $30,000 upfront equipment price upon launch, times 200 mowers. The Company is currently pre-revenue. This statement reflects management's current views with respect to future events and is subject to risks and uncertainties.
Product OverviewGraze’s flagship product, its electric, fully autonomous lawn mower aims to be:
- Electric: quiet, low maintenance
- 24/7 Operable: night mowing
- Safe: advanced safety protocols
- Consistent & Precise
- Environmentally Friendly
The Graze mower aims to be powered by a robust sensor suite (i.e., RADAR, LIDAR, GPS, ultrasonic sensors, odometry sensors, and an optical suite) that will enable it to safely and precisely self-navigate in and around commercial job sites.
Business Model & Unit EconomicsGraze will offer relatively straightforward pricing on its flagship mower:
- Upfront Mower Cost: $30,000 (expected $21,000 - 25,000 with solar energy tax credits).
- Software-As-A-Service Fee: $1,000 per month per mower.
While commercial, gas-powered, human-driven mowers can cost between $5,000 - $15,000, Graze expects to receive minimal pushback from customers on its upfront and recurring costs, considering its impact on customer P&Ls. Pre-orders from Mainscape suggest initial pricing will be effective. Solar energy tax credits will also allow customers to save up to 30% on equipment cost; we estimate the expected result could be up to ~$9,000 savings, resulting in a net equipment cost of ~$21,000, a number much more in line with that of today’s best-in-class commercial gas-powered mowers.
Graze expects its production machines to have a 5-year useful life, defined by the ability to effectively and precisely mow turf through the end of that period. Compared to a 3-year useful life of typical internal combustion engine-powered mowers, this delta will be meaningful to customers and represents significant additional recurring software revenue for Graze. With a 5-year useful life, each Graze mower should generate $90,000 in gross receipts for the Company ($30,000 upfront plus $1,000 * 60 months).
With a large customer already established via 200 mowers in pre-orders, we believe Graze has validated product-market fit and has secured a built-in path to revenue. Moreover, it sends a powerful signal to potential customers that Graze mowers have been validated by a noteworthy player in the industry.
Technology & Product Roadmap
Graze is more than a mower, Graze is a land maintenance platform. We're aiming to produce 100% electric, fully autonomous landscaping equipment as standalone products and modular mower attachments. Our products will automate the majority of landscape and maintenance service offerings, allowing our customers to hire and retain their most highly-skilled workers, to boost margins and to grow their businesses.
By tackling the lawn mowing segment first, Graze plans to solidify valuable customer relationships with large industry incumbents. With fuel and labor costs removed from mowing services via the introduction of its electric, autonomous mower, Graze offers its customers an immediate and substantial boost in profits.
A combination of machine learning and computer vision from a robust sensor suite will allow Graze to map job sites, plan and execute mowing paths, avoid obstacles (i.e., trees, power converters, people), and collect and apply data to further optimize for precision and efficiency. Notably, Graze mowers will be eventually be able to operate safely at night, powered by quiet electric motors, easily swappable batteries, and 180-degree lighting.
In the future, we expect Graze technology will also track and plan around weather data, detect and defend against turf and plant diseases, provide data analytics and insights to its customers, and, eventually, will manage mower fleets with Artificial Intelligence, thereby providing a reduction in indirect labor costs (i.e., administrative personnel).
Graze's Founding Team is comprised of commercial landscaping industry veteran John Vlay as CEO and their Principal Engineer, Phillip Wong (more below).
Robotics Advisor, Rob Anderson is currently the Co-Founder and Head of Mechanical Engineering at Miso Robotics. Prior to Miso, Rob worked at Microsoft and SpaceX. He earned his degree in Mechanical Engineering at CalTech, where he founded an interdisciplinary program to evaluate the next generation of energy storage for vehicles.
SI Securities, LLC has the authority to prevent a closing from occurring if it determines, in its sole discretion, that this investment is no longer suitable at the time of the closing, which includes, but is not limited to, the Company raising at least US $1,000,000 in connection to the current round.
Investors who invest $100,000 or less will have their securities held in trust with a Custodian that will serve as a single shareholder of record. These investors will be subject to the Custodian’s Account Agreement, including the electronic delivery of all required information.
All investors will receive quarterly update newsletters.
- Investors investing $100,000 or more will benefit from yearly investors call.
- Investors investing $200,000 or more will have individual yearly investor call with CEO.
It is advised that you consult a tax professional to fully understand any potential tax implications of receiving investor perks before making an investment.
The graph below illustrates theor the of Graze's prior rounds by year.
Landscaping services in the United States alone is a $100 billion industry with a trailing 5-year compound annual growth rate (CAGR) of 5%. According to data from market research firm, Stratistics Market Research Consulting, the global landscaping and gardening market is poised to grow at a CAGR of 7% through at least 2024, indicating the industry could grow to $140 billion domestically at that time. With a fairly even split in the industry between the commercial and residential segments, commercial landscaping, Graze’s target industry, has the opportunity to reach $70 billion. This is good news for Graze: as the commercial landscaping services industry grows, so does its core offering of lawn mowing.
Lawn mowing is a core component of almost all commercial landscaping businesses. Survey data shows that as much as 46% of gross revenue is derived from mowing services, making commercial lawn mowing a $23 billion per year industry with the opportunity to grow to $32 billion in the United States in 2024.
As the demand for mowing services increases, so too will the demand from those service providers for mowing equipment. Over the past five years the commercial lawn mower market has experienced steady growth and that trajectory is expected to continue. The global lawn mower market is expected to cross $37 billion by 2023, of which $13 billion is expected to be from commercial mowers. Within the United States, commercial lawn mowers represented $1.4 billion of the $5 billion lawn mower market in 2016. Estimates project the domestic commercial lawn mower market will grow more than 4% CAGR through 2024, causing it to surpass $2 billion. More bullish projections suggest, due in large part to factors mentioned below, the domestic commercial lawn mower market could surpass $4 billion by 2024.
The Company's former Chief Technology Officer departed as of January 15, 2020. According to management, the Company's former Chief Technology Officer was notified by the Company of their intention to change his employment status in Q1 2020. Despite initial conversations aimed at retaining the former employee on a part-time basis, Company management and the former employee were unable to come to mutually agreeable terms on his continued employment. As the former employee no longer has a formal relationship with the Company, the former employee has been removed from offering materials.
We have a limited operating history upon which to evaluate our performance, and have not yet generated profits or revenue. We are a new company and have neither generated revenue, nor have we had any significant operating history. As such, it is difficult to determine how we will perform, as our core product has yet to come to market.
Our technology is not yet fully developed, and there is no guarantee that we will be able to develop and produce a fully working prototype of our core product. We are still developing our minimum viable product that will go into mass production. We still have significant engineering and development work to do before we are ready to deliver a working version of our product to our corporate partners. We may be unable to convert our prototype to a minimum viable product that can easily be replicated and put into mass production. Additionally, we may not be able to make a transition to mass production, either via in house manufacturing or contract manufacturers.
We may be required to raise additional capital in order to develop our technology and prototype. We will not be able to deliver a working version of our product to our corporate partners if we cannot raise debt or equity financing.
Our company does not yet hold any patents on any products or technology. We do not yet hold any patents on our product, and so cannot guarantee that our product or technology is proprietary nor that it may be copied by another competitor.
We rely on a small management team to execute our business plan. Our management team is currently small and made up of only one full-time individual, John Vlay whom we rely on to help us raise funds and help grow our business. Our partnerships and our relationships with commercial landscaping companies is crucial for us to achieve our growth plan. As CEO, John Vlay brings a great deal of experience in this space, and without him, we would struggle to build relationships with commercial landscaping companies.
Our future revenue plans rely on two non-binding letters of intent. Our two largest corporate partners have signed non-binding letters of intent and the orders they plan to place are not guaranteed, nor have they placed any deposits for these orders. Without these letters of intent, we would have no interest from prospective customers, which may affect our revenue and growth projections.
We could be adversely affected by product liability, personal injury or other health and safety issues. As with any commercial grade lawn mowing equipment, there are significant health and safety issues that could result from our product being used incorrectly in the market. This could subject our company to liability due to personal safety or property damage issues.
Competitive technologies could limit our ability to successfully deploy our technologies. We are a new entrant into the commercial landscaping market that is already full of a number of incumbents that have more financing and more operating history than we do. Our success is based on our ability to raise capital in order to achieve a minimum viable product and move into production. Other companies in the space have more resources than we currently do, and may not need to rely on outside investment in order to compete with us.
Many of our competitors have more resources and greater market recognition than we do. Because we are a new entrant to the commercial landscaping market, there are already a number of companies that have more resources and greater market recognition than we do. Because of this, we may face issues developing a product and technology that can compete with other players in the market. Additionally, many of our competitors have greater brand recognition and an existing set of customers that they will be able to leverage when launching competing technologies. We will be at a disadvantage as we are a new entrant with significantly less resources and minimal market recognition and penetration.
We plan to initially rely on third-party manufacturers. While we plan to eventually do all production in house, initially we will be leveraging contract manufacturers as we build up scale. Because of this, we will have less control of our supply chain as we grow the business, which could affect our ability to meet customer demand. Additionally, we do not currently have any manufacturers in place, and will need to work to find these relationships before we can begin mass production.
We may need to raise additional capital, which might not be available or might be available only on terms unfavorable to us or our investors. In order to continue to operate and grow the business, we will likely need to raise additional capital beyond this current financing round by offering shares of our Common or Preferred Stock and/or other classes of equity. All of these would result in dilution to our existing investors, plus they may include additional rights or terms that may be unfavorable to our existing investor base. We cannot assure you that the necessary funds will be available on a timely basis, on favorable terms, or at all, or that such funds, if raised, would be sufficient. The level and timing of future expenditure will depend on a number of factors, many of which are outside our control. If we are not able to obtain additional capital on acceptable terms, or at all, we may be forced to curtail or abandon our growth plans, which could adversely impact the company, its business, development, financial condition, operating results or prospects.
Start-up investing is risky. Investing in startups is very risky, highly speculative, and should not be made by anyone who cannot afford to lose their entire investment. Unlike an investment in a mature business where there is a track record of revenue and income, the success of a startup or early-stage venture often relies on the development of a new product or service that may or may not find a market. Before investing, you should carefully consider the specific risks and disclosures related to both this offering type and the company which can be found in this company profile and the documents in the data room below.
Your shares are not easily transferable. You should not plan on being able to readily transfer and/or resell your security. Currently there is no market or liquidity for theseshares and the company does not have any plans to list these shares on an exchange or other secondary market. At some point the company may choose to do so, but until then you should plan to hold your investment for a significant period of time before a "liquidation event" occurs. A "liquidation event" is when the company either lists their shares on an exchange, is acquired, or goes bankrupt.
The Company may not pay dividends for the foreseeable future. Unless otherwise specified in the offering documents and subject to state law, you are not entitled to receive any dividends on your interest in the Company. Accordingly, any potential investor who anticipates the need for current dividends or income from an investment should not purchase any of the securities offered on the Site.
Valuation and capitalization. Unlike listed companies that are valued publicly through market-driven stock prices, the valuation of private companies, especially startups, is difficult to assess and you may risk overpaying for your investment. In addition, there may be additional classes of equity with rights that are superior to the class of equity being sold.
You may only receive limited disclosure. While the company must disclose certain information, since the company is at an early-stage they may only be able to provide limited information about its business plan and operations because it does not have fully developed operations or a long history. The company may also only obligated to file information periodically regarding its business, including financial statements. A publicly listed company, in contrast, is required to file annual and quarterly reports and promptly disclose certain events \u2014 through continuing disclosure that you can use to evaluate the status of your investment.
Investment in personnel. An early-stage investment is also an investment in the entrepreneuror management of the company. Being able to execute on the business plan is often an important factor in whether the business is viable and successful. You should be aware that a portion of your investment may fund the compensation of the company's employees, including its management. You should carefully review any disclosure regarding the company's use of proceeds.
Possibility of fraud. In light of the relative ease with which early-stage companies can raise funds, it may be the case that certain opportunities turn out to be money-losing fraudulent schemes. As with other investments, there is no guarantee that investments will be immune from fraud.
Lack of professional guidance. Many successful companies partially attribute their early success to the guidance of professional early-stage investors (e.g., angel investors and venture capital firms). These investors often negotiate for seats on the company's board of directors and play an important role through their resources, contacts and experience in assisting early-stage companies in executing on their business plans. An early-stage company may nothave the benefit of such professional investors.
Frequently Asked Questions
"The SEC has qualified this offering" means the SEC has permitted Graze to offer for sale the securities described in the Offering Circular to investors such as you. The SEC is not judging the merits, accuracy, or completeness of the offering and information in the Offering Circular.
When you complete your investment on SeedInvest, your money will be transferred to an escrow account where an independent escrow agent will watch over your investment until it is accepted by Graze. Once Graze accepts your investment, and certain regulatory procedures are completed, your money will be transferred from the escrow account to Graze in exchange for your securities. At that point, you will be a proud owner in Graze.
Preferred equity is usually issued to outside investors and carries rights and conditions that are different from that of common stock. For example, preferred equity may include rights that prevent or minimize the effects of dilution or grants special privileges in situations when the company is sold.
A convertible note is a unique form of debt that converts into equity, usually in conjunction with a future financing round. The investor effectively loans money to a startup with the expectation that they will receive equity in the company in the future at a discounted price per share when the company raises its next round of financing.
To learn more about startup investment types check out “How to Choose a Startup Investment” in our academy.
To make an investment, you will need the following information readily available:
- Personal information such as your current address and phone number
- Employment and employer information
- Net worth and income information
- Social Security Number or passport
- ABA bank routing number and checking account number (typically found on a personal check or bank statement)
Until a closing occurs, you may cancel your investment at any time, for any reason. You will receive an email when the closing occurs and your securities have been issued. If you have already funded your investment and your funds are in escrow, your funds will be promptly refunded to you upon cancellation. To cancel your investment, please go to your portfolio page by clicking your profile icon in the top right corner.
Currently there is no market or liquidity for these securities. Right now Graze does not plan to list these securities on a national exchange or another secondary market. At some point Graze may choose to do so, but until then you should plan to hold your investment for a significant period of time before a “liquidation event” occurs. A “liquidation event” is when Graze either lists their securities on an exchange, is acquired, or goes bankrupt.
You can return to SeedInvest at any time to view your portfolio of investments and obtain a summary statement.
This is Graze's fundraising profile page, where you can find information that may be helpful for you to make an investment decision in their company. The information on this page includes the company overview, team bios, and the risks and disclosures related to this investment opportunity. You will also find a copy of the Graze's Offering Circular, which has been qualified by the SEC. The Offering Circular includes important details about Graze's fundraise that you should review before investing.
This investment is highly speculative and should not be made by anyone who cannot afford to risk the entire investment amount. In addition to these risks, you should carefully consider the specific information and risks disclosed in Graze’s profile and Offering Circular.