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Invest in reef grows

Converting cannabis consumers to cultivators with a premium home grow experience

FIRST GOAL HIT (You can still invest)


reserved by 24 investors
$8M valuation cap Convertible Note


Cannabis legalization is rapidly creating untapped home grow markets throughout the US ($4B by 2030)
Our go-to-market product is the first premium home grow system
Developed proprietary custom high efficiency multi-zone LEDs
Proprietary specialized water-recycling drip irrigation system
All products are built using sustainable materials, including ethically harvested wood
Developed proprietary Super Soil in partnership with a master cannabis grower
Building the first centralized knowledge base for home growers
Building relationships with genetics and post-processing brands to be a one-stop-shop for home grow

Our Team

The current landscape is controlled by "Big Cannabis" who controls everything from price to the chemicals and fertilizers and has a severely negative environmental impact. Our mission is to return flower to the people by delivering a product that allows consumers to be self-reliant and confident in the quality and sustainability of their medicine.

Home cultivation is on the verge of becoming the biggest breakout sector in the cannabis industry.

As states continue to legalize, more consumers are looking into better ways to get their cannabis. The next wave of cannabis will be driven by the desire for increased individual control over quality, greater transparency and sustainability in the grow process, and a direct relationship from consumer to plant.

As more and more people look to take advantage of the benefits of home cultivation, the industry is on the cusp of a major transformation that will have far-reaching implications for the future of how we cultivate our cannabis. Our mission is to pave the way for this transformation, by providing user-friendly and design first solutions that will catalyze the conversion of consumers into cultivators.

Consumer spending projected to soar over the next decade.

Findings from a ‘New Frontier Data’ report show that 3 million cannabis consumers currently grow their own flower at home, comprising 6% of all cannabis consumers. The report projects significant growth in the next decade with over 4.1 million consumers growing at home by 2030.

The obtainable market projection is just the tip of the iceberg. The home grow sector could grow much larger if existing consumer’s objections are addressed.

So, why aren’t more cannabis consumers growing at home?

Converting cannabis consumers to cultivators with our flagship product: reef Signature

This system is designed to fundamentally shift the narrative around home growing. Our mission is to make home growing the most appealing option for the modern cannabis user. We’re building an ecosystem of products at the intersection of high design and technology: cultivation tools designed for the modern home.

Design first: A high-end piece of furniture.

The reef Signature grow system’s form factor resembles furniture you’d find at a West Elm store, so that our customers can showcase their grows in their living spaces rather than hide them away in their basements or closets. We use only premium and sustainably sourced materials to set a new standard for how home cultivation can look and feel.

High-tech: A nearly hands-off grow from seed to flower.

We’ve integrated all of the necessary technologies into one holistic product. A Wifi-connected microprocessor enables the customized LED, irrigation, and climate control systems to adapt dynamically throughout the stages of each grow. It works together with a smartphone app to ensure users stay updated at all times. reef is ready to grow the day it’s delivered to our customer’s homes.

The reef app is ready to grow.

Our mobile app gives growers access to all the essentials:

  • Tracking grows in real time
  • Personalizing privacy settings
  • In-app grower’s knowledge base
  • Encouraging sharing of their successes on social media

Personalized Medicine: High-quality genetics and consumables.

We’re working on partnering with existing genetics brands and post-processors to get our customers the finest quality seeds available and transform their flower into high-quality consumables. This results in premium, craft cannabis that can be displayed and shared in top-notch packaging.

Out of the basement and into designer living spaces.

To accomplish this conversion of mainstream cannabis consumers to cultivators, we need to change the way people perceive home growing.

This is why we are going to market with our flagship product positioned as a premium product targeting affluent cannabis consumers. We want to turn home growing into a status symbol and put reef in the hands and homes of the trendsetters. It will be a curated experience in three select form factors designed specifically with key interior styles in mind.

“With more than half of home growers earning over $50,000/year, and a quarter earning over $100,000, premium suppliers will find opportunities to serve more affluent growers.” - New Frontier Data, 2022

Go to market strategy

Our most effective early sales strategies are in-person product showcases and word-of-mouth referrals. We want to get in front of as many well-connected cannabis consumers as possible to market reef, which is why we’ve decided to launch in LA. It’s one of the biggest legal-cannabis metro centers in the world, home to major brands and dispensaries on nearly every block, resulting in a heavy concentration of consumers in our core demographic.

We are seeking partnerships with high-quality flower and dispensary brands that share our values and are already catering to our target demographic. This will allow us to showcase our products where our future customers are already shopping and increase our visibility in the market. In 2022, many flower brands expressed interest in diversifying into the home grow space, according to a report by MJBizDaily.

Reaching the mainstream by expanding the reef Ecosystem

After we’ve gained traction in the premium market demographic, we’re going to expand our product offerings to convert cannabis consumers of a variety of income levels and design preferences. Our offerings will resemble the Apple Ecosystem, ranging from our flagship reef ‘all-in-one’ unit to the reef Mini, a grow hub for existing growers. It will allow centralized smart control of many individual modular pieces of equipment, automating the routine tasks of lighting, watering and climate control.

Focused on organic low-risk growth, we’re ready for Beta launch

We've taken a lean approach over the last two years, testing and validating our assumptions at every stage of growth. This has been crucial in de-risking our product and investment, especially given the challenges of scaling a hardware startup.

We’ve been able to complete all of the R&D (ideation, design and engineering processes) necessary to enter the engineering validation phase with a product ready for Beta launch. 

Your investment will take us through our next phase of growth, in which we will:

  1. 1. Build additional engineering validation units for live testing
  2. 2. Start marketing our go-to-market concept to establish partnerships and clients for our first production run
  3. 3. Solidify patents and trademarks for IP developed during R&D
  4. 4. Put the first round of Betas into customers homes to test UX and collect initial feedback

After a successful beta launch, we will turn our efforts to customer acquisition and aggressive production scaling. During this stage, we will pursue additional capital from VC firms and other sources to support our expansion.

How does my investment in reef grows work?

We’re currently raising our pre-seed round in the form of a convertible note.

This investment instrument is designed to help pre-valuation startups raise capital while providing early investors with favorable terms before larger rounds are raised.

What is an equity funding trigger?

The equity funding trigger is the future fundraising amount that will trigger the conversion of your note into shares of the company. For instance, if we raise a $2 million series seed financing round, this would trigger conversion because the amount raised exceeds $500,000.

What is a valuation cap?

The valuation cap protects early investors from excessive equity dilution if the value of the company during the next equity round is significantly higher than expected, in our case higher than $8mm.

For instance, if we raise a $2 million financing round at a $20 million pre-money valuation, early investors would be safeguarded from dilution as their equity would convert at an $8 million valuation cap, resulting in larger equity for early investors than if the cap were not in place.

What is the conversion discount?

This mechanism protects early investors in the case the future equity fundraising round is priced at or below the valuation cap. In any case, a conversion discount gives note holders a 20% discount on the price per share of future price rounds.

What is the interest rate?

Until the convertible notes are triggered by the equity funding trigger, they operate as loans that earn interest annually at 8% in our case.

Why are we using WeFunder?

We decided to launch our WeFunder in order to raise funding in a way that aligns with the vision of our company: empowering individuals.

We want to share this funding opportunity on WeFunder so our early supporters can join us on our journey and be part of the story and successes as we continue to grow.

If you want to learn more about our story, current progress or investment opportunity you can book a 1-on-1 with me and we can talk through the details together:

Schedule an appointment to talk.

Conor Sheehan

Founder, CEO

reef grows