This Porch.com has interested me since it came out--
Porch(NASDAQ:
PRCH)has a distinctive B2B2C business model. It provides software (i.e., CRM/ERP) to home service companies, mainly home inspection and moving companies. These companies can pay PRCH with SaaS fees or customer access. If the servicing company pays via a transaction, PRCH gains exclusive, early access to homebuyers - around six weeks before other companies.
Other companies learn of homebuyers post-move when information becomes public, but it's too late to pitch for purchases. PRCH's software with transaction revenues is similar to other vertical software providers like OpenTable and MindBody. However, it has a much bigger addressable market, i.e., home services.
On average, 71% of movers make big-ticket purchase decisions, pre-move and during the move. PRCH acts as a white-glove concierge service across the vertical home services. They provide some of these services themselves, while in other cases serving as a platform for others to do so but charge recurring commissions or upfront bounty. Some of these services include:
- Insurance
- Moving
- Home Security
- TV/Internet Setup
- Utility Setup
- Maintenance
- Home Improvement
The graphic below summarizes multiple options for PRCH to monetize its services, but currently, their core focus is the pre-move and move-in parts of the vertical.
Source:
Company Presentation
Already-Extensive Access to Homebuyers and Appealing Unit Economics
PRCH currently provides its software products to around 11,000 companies, ranging from home inspectors to real estate agents. Among all these segments, home inspectors remain the most extensive customer base (5,500+ companies).
The company estimates that nearly 2/3 of all US homebuyers are processed through its software. Given their transaction pricing model, approximately 25% of all US homebuyers are permitted by different home service companies. Around 41% of home inspection companies pay through their unique transaction pricing.
Source:
Company Presentation
PRCH can charge $4 for SaaS service per transaction via PRCH Software. Alternatively, the service provider can give them access to customers, which is six times more valuable. Company estimates via customer access can generate around $25 per customer presented the potential revenue opportunities.