Market differentiation


UrbnEarth Salad-as-a-Service

Salad-as-a-Service is organic, grown outdoors and recipe inspired. The look of our products are distinct; round instead of the traditional box garden and most importantly – iconically designed. We realized that our customers value premium design but the food must be affordable. The Planter will initially retail for $299 along with a $40/mo subscription. The user experience of the Planter beautifully simple. All users have to do is, drop-in seed trays and planter mix, refill the water tank and wait for the ingredients to arrive. We then track the data from the home environment and intelligently ship plants that will grow best in the user's conditions.


Click & Grow Wall Farm

Click and Grow, an Estonia based company released their $1,299 indoor Wall Farm. They sell two versions – a mini version with just lights and an internet connected version that has automated watering, lights and a 35L (9 gallons) water reservoir. The Wall Farm uses a "smart engineered soil" solution with seed in each pod and rock wool as the grow medium. The Wall Farm also touts a $59/mo refill service similar to their existing refill model for a miniature desktop unit. The mini desktop herb garden that grows a single herb. That product is sold for $59.

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Grove Labs The Garden

Grove Labs released the $4200 Indoor EcoSystem. The EcoSystem uses aquaponics, whereby waste produced by fish supplies nutrients for plants grown hydroponically. The unit is 75" tall and has a fish tank at the bottom. The customer is not only signing up to grow plants, but they must also goto the pet store, purchase fish, feed the fish consistently and clean the algae in the tank. Then the user will use seeds from seed packets and place them on clay pebbles.


Who are your competitors, and who might become competitors? Who do you fear most?

While we are focused on disrupting the $7B bagged salad market, the GIY category has had a few notable players.

Though focused on different markets, similar companies include startups like Grove Labs and Click and Grow. Both companies have nice branding, credible investors and different ways of growing (smart soil/aquaponics), and both are year‑round indoor products. However, their primary (and major) issue is that they look at their customers as farmers. The Grove Garden starts at $3,500 and the Click & Grow Wall Farm is $1,299. The products/services are designed for an gardener/enthusiast, have mis-aligned value, and are ill‑positioned; meaning that they will never reach product market fit. These are products for the 1% whereas UrbnEarth is designed for the 99%.

UrbnEarth meets customers where they are today in terms of cultural tension - people want to eat food that is safe, pesticide free, waste less, and transparency about what is going into their bodies. Since we are putting furniture the home, the Planter must be beautiful as well as functional.

Sure today people are buying their salads at the grocery store, but those days are numbered.

The way we grow those salads is outdated, dangerous, wasteful and damaging to the environment.

We’re already seeing the market shift. Five years ago no one brought a bag to the grocery store. And now recycling and composting have scaled globally to developed countries all because of a simple user experience. Blue, green and black. This is happening.