{"data":{"type":"company_profile","id":140252,"entity_id":"wefunder:company:140252","attributes":{"canonical_url":"https://wefunder.com/the.sill","generated_at":"2026-06-09T09:04:50Z","updated_at":"2026-06-09T05:00:56Z","entity_ids":{"company":"wefunder:company:140252","slug":"wefunder:company_slug:the.sill"},"profile_visibility":{"owner_published":true,"public_search_results":true,"site_search_listed":false,"privacy_mode":"unlisted","invite_only":false},"provenance":{"source":"wefunder_public_company_profile","as_of":"2026-06-09T09:04:50Z","claims":{"total_amount_raised":{"source":"FrontCompanySummary#amount_raised","last_verified_at":"2026-06-09T05:00:56Z","as_of":"2026-06-09T09:04:50Z","confidence":"high"},"total_investors":{"source":"FrontCompanySummary#number_of_investors","last_verified_at":"2026-06-09T05:00:56Z","as_of":"2026-06-09T09:04:50Z","confidence":"high"},"active_raise_states":{"source":"Fundraise.visible(nil, nil)","last_verified_at":"2025-06-02T03:31:20Z","as_of":"2026-06-09T09:04:50Z","confidence":"high"},"latest_fundraise_state":{"source":"Fundraise.visible(nil, nil).order(funding_started_at)","last_verified_at":"2025-06-02T03:31:20Z","as_of":"2026-06-09T09:04:50Z","confidence":"medium"}}},"company":{"id":140252,"entity_id":"wefunder:company:140252","slug":"the.sill","name":"The Sill","tagline":"Own A Piece of Generation-Defining Houseplant Brand ‘The Sill’ Today!","story":"Our Founding StoryFounder and CEO Eliza Blank grew up surrounded by nature. Her childhood home was bursting with plants nurtured by her mom, and she spent summers gardening in their backyard in Western Massachusetts. When Eliza moved to New York City in her early 20s,\u0026nbsp; she found herself craving the same comfort of nature and began filling her room with the few plants she could find at the grocery store.But the selection was sparse and no one was providing care advice. She ended up going from one shop to the next to get everything needed to pot a single plant — only to watch it die in her dark apartment.Eliza's passion for plants and frustration with the urban plant-buying experience made her keen to create a one-stop solution for folks looking to bring a little bit of life to their homes. This presented the perfect opportunity to modernize a truly\u0026nbsp;antiquated market that's today still ripe for disruption.Founded in 2012, The Sill broke new ground as an online plant delivery business and has since grown to include eight retail locations in five states and a best-in-class online experience that includes educational workshops and plant care advice.\"I became passionate about plants, setting out to demystify them, making them accessible to a novice, while elevating the experience beyond the local garden center.\" —Eliza Blank, Founder \u0026amp; CEOWe Are Driven By A Clear and Simple Mission: Plants Make People Happy.Our guiding principle is simple: Plants Make People Happy. Our mission is to restore people’s connection to nature through plants.\u0026nbsp;We sell houseplants — beautiful live, preserved, and faux plants — and encourage the lifestyle that surrounds them, allowing folks to tap into their creative and self-expression through home decor.\u0026nbsp;\u0026nbsp;The Sill provides an all-encompassing, \"one-stop\" solution to the indoor plant consumer, serving as the category creator in a field that had never been merchandised or marketed to before: simplifying the often-challenging process of purchasing and properly caring for plants. The Sill delivers quality, variety, and convenience in an industry which has failed to deliver on the fundamentals of merchandising.One of our Free Community Workshops, hosted on Zoom in 2020. While we've returned to running in-person workshops, we've kept the online option as well so we can serve Plant Parents all over the world. In addition to live workshops, The Sill also offer a collection of free, on-demand, self-guided courses to help new Plant Parents learn the ins and outs of plant care.We Are The Go-To Omni-Channel Houseplant BrandThe Sill has successfully opened and operated strong brick-and-mortar locations across the country, embodying a portable and capital-efficient store model with compelling unit-level economics. Stores aren’t just another venue to sell product— they’re community spaces to host workshops, listening posts to develop the product line, and acquisition tools to drive user-generated content and word-of-mouth.The Sill store in Cobble Hill neighborhood of Brooklyn, New York.Opening Day at The Sill in WeHo neighborhood of Los Angeles, California, in 2019.We Are Going After A HUGE, Expanding MarketThe Sill is perfectly positioned to capitalize on enduring secular trends in a massive, fragmented, and ever-expanding market.Our Point of Difference Is A True MoatA winning omni-channel strategy, combining a cutting-edge online platform and a proven store model with deep customer connectivity.Differentiated, robust, and editorialized high-quality plant\u0026nbsp;offerings, serving all types of skill levels and lifestyles.Engaged and loyal high-value consumers that love the brand; The Sill has created a true community and customer-centric ecosystem.Compelling unit economics and expanding margins.Multiple attractive levers to drive continued rapid growth with vast untapped opportunities.Visionary, founder-led senior team with a cultural engine equipped to execute a robust growth strategy.We've Grown (Like Our Plants!)Our Customers are Super Fans!The Sill's customers absolutely love the brand and what we stand for: quality, sustainable products, insightful and educational content, and a nurturing community that inspires a healthy, nature-centric lifestyle. The Sill featured in The New York Times (2018)Cultivate New Growth ... TogetherGarden Centers and Mass Merchants lack the level of service and clienteling to develop meaningful insights, engagement, and loyalty amongst customers. And our connection doesn't stop with the purchaseThe Sill offers value beyond the product via extensive, best-in-class customer support, an ongoing two-way dialogue, and community to keep customers engaged and coming back.The Sill launched in 2012 with a humble Kickstarter. More than 10 years later, our vision, mission, and values remain the same and our model for growth rests on the community now more than ever. The digital advertising landscape and economic landscape have changed, yet we know that community is a business model we can count on. Our focus will remain on cultivating community, customer engagement, and brand\u0026nbsp;evangelismWe will prioritize existing customersWe will invest in co-creation, which shows up as customer listening, innovation, and experience We will deliver on the values that matter most to you — our partnersOur commitment to building The Sill with and for Plant Parents made an opportunity to raise from our community (thanks WeFunder!) the clear choice. The Sill will continue to succeed if the people who are supporting the business are owners of it, too. We want our customers to not only receive the benefits that come from co-creating this brand — but also share in the financial upside. With you, in this next era, we can keep marketing costs low, our ideas for growth fresh, our community growing, and our business self-sustaining.We’re delighted that\u0026nbsp;Andrew Mitchell, Founder of Brand Foundry Ventures, is leading our community round, and we're even more excited to enable thousands of others — like you! — to invest alongside this group.\u0026nbsp;We want to make it clear, however, that just because you\u0026nbsp;can\u0026nbsp;invest in The Sill, it doesn’t mean you should.\u0026nbsp;Investments are risky — especially in start-ups and small businesses. Even though The Sill is more than ten years old, only about 30% of small businesses make it as far as we have and the future is always uncertain.That said: If, however, you share our belief that The Sill can grow its financial impact alongside its cultural impact, then this investment could be for you.\u0026nbsp;Our vision is clear and our mission is meaningful. We’d love to have you by our side as we continue to build The Sill together.\u0026nbsp;The Future is Green, The Time is NowCompetitors in the space are losing steam given the volatility of the past few years.Customers want to see sharper prices, undercutting remaining players ability to sell online.Customers want experiences that provides both physical interaction with products \u0026amp; people and fulfills their new (post-COVID)\u0026nbsp;“digitally-centric” expectations.\u0026nbsp;The Sill's brand is outsized. We’re garnering more attention than can be serviced. Our goal will be to co-create with this community to further expand our positioning, price points, and distribution to complete our flywheel and capture an even wider base of customers.Let's Grow Together! Invest Today.","location":"New York, NY","website":"https://www.thesill.com","total_amount_raised":158402,"total_investors":337,"is_funded":true,"is_active":true,"quality_score":3,"related_urls":["https://wefunder.com/the.sill","https://www.thesill.com"]},"media":{"share_image_url":"https://uploads.wefunder.com/uploads/company/header_media_photo/140252/xxl_blob.jpg","logo_url":"https://uploads.wefunder.com/uploads/company/logo/140252/large_blob.png","header_media_url":"https://uploads.wefunder.com/uploads/company/header_media_photo/140252/standard_blob.jpg","cover_photo_url":"https://uploads.wefunder.com/uploads/company/header_media_photo/140252/standard_blob.jpg"},"links":{"company_url":"https://www.thesill.com","linkedin_url":"https://linkedin.com/company/the-sill/","twitter_url":"https://twitter.com/thesill","facebook_url":"https://facebook.com/TheSillNYC","instagram_url":"https://instagram.com/thesill","youtube_url":"https://youtube.com/c/TheSill","blog_url":"https://www.thesill.com/blog"},"highlights":[],"quick_facts":[{"index":1,"claim_id":"claim-fact-1","value":"The Sill is the destination for responsibly-sourced, high-quality houseplants and care accessories."},{"index":2,"claim_id":"claim-fact-2","value":"We have generated more than $50 million in sales since 2020."},{"index":3,"claim_id":"claim-fact-3","value":"The Sill's mission is to bring life to people, and people to life."},{"index":4,"claim_id":"claim-fact-4","value":"The Sill has shipped more than 1 million plants nationwide."},{"index":5,"claim_id":"claim-fact-5","value":"We are one of the few omni-channel houseplant brands with multiple brick-and-mortar retail stores."},{"index":6,"claim_id":"claim-fact-6","value":"The Sill has more than 800,000 customers and 780,000+ Instagram followers."},{"index":7,"claim_id":"claim-fact-7","value":"The Sill has been featured in the New York Times, Wall Street Journal, Today Show, and more."},{"index":8,"claim_id":"claim-fact-8","value":"We are projecting 2023 to be profitable (not guaranteed)."}],"team":[{"id":3790508,"entity_id":"wefunder:company_role:3790508","user_entity_id":"wefunder:user:3819828","role":"founder","name":"Eliza Blank","title":"Founder \u0026 CEO","bio":"Eliza is the Founder \u0026amp; CEO of The Sill. She was at beauty brand Living Proof (acquired by Unilever) prior.","avatar_url":"https://uploads.wefunder.com/uploads/company_role/custom_photo/3790508/square_blob.jpg?1689171371","profile_url":"https://wefunder.com/eliza.blank.1","linkedin_url":"https://linkedin.com/in/elizablank/","related_urls":["https://wefunder.com/eliza.blank.1"]},{"id":3791499,"entity_id":"wefunder:company_role:3791499","user_entity_id":"wefunder:user:3838288","role":"employee","name":"Adam Miller","title":"COO","bio":"Adam is the COO of The Sill. Prior to The Sill, Adam was the COO of Giftbasket.com and held various executive roles at Dean \u0026amp; Deluca and Fairway Market.","avatar_url":"https://uploads.wefunder.com/uploads/company_role/custom_photo/3791499/square_blob.jpg?1689256765","profile_url":"https://wefunder.com/adam.miller.12","linkedin_url":"https://linkedin.com/in/adam-miller-07587611/","related_urls":["https://wefunder.com/adam.miller.12"]},{"id":3791504,"entity_id":"wefunder:company_role:3791504","user_entity_id":"wefunder:user:3893575","role":"employee","name":"Dan Anderson","title":"VP, Ecommerce \u0026 Engineering","bio":"Dan heads up Ecommerce and Engineering at The Sill. A former founder, Dan has also held a variety of senior Engineering roles.","avatar_url":"https://uploads.wefunder.com/uploads/company_role/custom_photo/3791504/square_blob.jpg?1689694371","profile_url":"https://wefunder.com/dan.anderson.3","linkedin_url":"https://linkedin.com/in/iamdananderson/details/experience/","related_urls":["https://wefunder.com/dan.anderson.3"]},{"id":3834640,"entity_id":"wefunder:company_role:3834640","user_entity_id":"wefunder:user:4047743","role":"employee","name":"Erin Scottberg","title":"Head of Marketing","bio":"Erin leads marketing and content at The Sill. Her deep editorial roots include senior roles at magazines including Modern Farmer, Saveur, and Domino, and she holds a Certificate in Horticulture from the Brooklyn Botanic Garden.","avatar_url":"http://uploads.wefunder.com/uploads/user/avatar/4047743/large_bc65bb233fb24a44621820230802-66-1c0jt6k.jpg?1694042082","profile_url":"https://wefunder.com/erin.scottberg.1","linkedin_url":"https://linkedin.com/in/erinscottberg/","related_urls":["https://wefunder.com/erin.scottberg.1"]}],"featured_investors":[{"id":2843,"entity_id":"wefunder:company_investor_profile:2843","investor_profile_id":3634649,"investor_profile_entity_id":"wefunder:investor_profile:3634649","subject_entity_id":"wefunder:notable_investor:2996","name":"Brand Foundry Ventures","avatar_url":"https://wefunder.com/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MzAxMDYsInB1ciI6ImJsb2JfaWQifX0=--b39ba8ea4ce58bb20a0b0b0673a9fb1a3a00a721/Screenshot%202023-10-10%20at%202.11.16%20PM.png","profile_url":"https://wefunder.com/brand.foundry.ventures","is_lead_investor":false,"related_urls":["https://wefunder.com/brand.foundry.ventures"]},{"id":2860,"entity_id":"wefunder:company_investor_profile:2860","investor_profile_id":3634662,"investor_profile_entity_id":"wefunder:investor_profile:3634662","subject_entity_id":"wefunder:notable_investor:8433","name":"Maywic Select Investments","bio":"Growth stage partner in consumer products and retail that foster healthy lifestyle","avatar_url":"https://wefunder.com/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MzAxMTAsInB1ciI6ImJsb2JfaWQifX0=--d3d29ea4c237e7a3c6c282d138fafb6b415138e2/download.png","profile_url":"https://wefunder.com/maywic.select.investments","is_lead_investor":false,"related_urls":["https://wefunder.com/maywic.select.investments"]},{"id":2861,"entity_id":"wefunder:company_investor_profile:2861","investor_profile_id":3634663,"investor_profile_entity_id":"wefunder:investor_profile:3634663","subject_entity_id":"wefunder:notable_investor:8434","name":"Loft Growth Partners","bio":"Helping partners by bringing strategic support, capital, etc to successfully scale","avatar_url":"https://wefunder.com/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6MzAxMTIsInB1ciI6ImJsb2JfaWQifX0=--e76178425c96e674b6be222bd021e643f4bc98ee/LoftLogo_MAIN_3_ColorPMS.png","profile_url":"https://wefunder.com/loft.growth.partners","is_lead_investor":false,"related_urls":["https://wefunder.com/loft.growth.partners"]},{"id":6040,"entity_id":"wefunder:company_investor_profile:6040","investor_profile_id":3578948,"investor_profile_entity_id":"wefunder:investor_profile:3578948","subject_entity_id":"wefunder:user:4116770","name":"Andrew Mitchell","avatar_url":"https://wefunder.com/rails/active_storage/blobs/redirect/eyJfcmFpbHMiOnsiZGF0YSI6OTI4NCwicHVyIjoiYmxvYl9pZCJ9fQ==--93ddb6767dee4d74071b1974c8bb408fb6710226/filename","profile_url":"https://wefunder.com/andrew.mitchell.1","endorsement_quote":"Eliza and The Sill firmly captured my attention well before Brand Foundry Ventures led the company's seed round. Our focus at Brand Foundry is on innovation-driven brands that can connect more directly with today's online savvy consumer. In this regard, The Sill stands as a commanding force in a massive and growing $5bn+ industry. I've sat on the Board and watched the company grow and evolve these past few years in remarkable ways and continue to have conviction in the brand, the team, and their unwavering focus on the company's vision. I am proud to support The Sill as they embark on this next phase of growth.","investment_total":1690000,"investment_info":"Invested $250,000 this round \u0026 $1,440,000 previously","is_lead_investor":true,"related_urls":["https://wefunder.com/andrew.mitchell.1"]}],"investor_memos":[],"tab_counts":{"posts":0,"ask_questions":18,"featured_investors":4,"faq_entries":5},"active_fundraises":[{"id":92915,"entity_id":"wefunder:fundraise:92915","state":"successful","offering_type":"4(a)(6)","funding_type":"note","structure":"equity","security_type":"equity","currency":"USD","testing_the_waters":false,"min_purchase":100,"max_purchase":9,"funding_target":1235000.0,"minimum_target":"50000.0","maximum_target":"1235000.0","funding_started_at":"2023-09-25T18:36:55Z","funding_closed_at":"2023-12-21T23:29:51Z"},{"id":92916,"entity_id":"wefunder:fundraise:92916","state":"successful","offering_type":"4(a)(6)","funding_type":"note","structure":"ttw","security_type":"","currency":"USD","testing_the_waters":true,"min_purchase":100,"max_purchase":9,"funding_target":1235000.0,"minimum_target":"50000.0","maximum_target":"1235000.0","funding_started_at":"2023-08-14T21:02:57Z"}],"latest_fundraise":{"id":92915,"entity_id":"wefunder:fundraise:92915","state":"successful","offering_type":"4(a)(6)","structure":"equity","testing_the_waters":false,"can_invest_now":false,"funding_started_at":"2023-09-25T18:36:55Z","funding_closed_at":"2023-12-21T23:29:51Z","terms":{"eb":null,"nb":"$7.3M","txt":"pre-money valuation"}},"recent_posts":[],"q_and_a":[{"id":258816,"entity_id":"wefunder:comment:258816","question":"Hi there. I don't see any supporting docs around this investment. Can you explain how investors will see a return on their investment? With no market available, will we be limited to a liquidity event (ie sale/acquisition of the company) ? Thanks!","author_name":"Omar Guerrero","votes":2,"created_at":"2023-08-17T17:43:39Z","canonical_url":"https://wefunder.com/the.sill#question-258816","answers":[{"id":258818,"entity_id":"wefunder:comment:258818","answer":"Hi Omar, supporting details will be available once we file our paperwork with the SEC (anticipated in the next 1 - 2 weeks). To address your second question, the short answer is yes - our goal is a sale of the company so that investors receive a return.","author_name":"Eliza Blank","votes":0,"created_at":"2023-08-17T17:57:21Z"}]},{"id":258786,"entity_id":"wefunder:comment:258786","question":"Hi there, please may you share the annual revenue for each of the last three calendar years and forecast revenue for 2023? Thanks.","author_name":"James Davies","votes":1,"created_at":"2023-08-17T14:45:09Z","canonical_url":"https://wefunder.com/the.sill#question-258786","answers":[{"id":258794,"entity_id":"wefunder:comment:258794","answer":"Hi James, thank you for your interest in investing! Our revenue is as follows: 2021: Net Revenue $16.5M/ EBITDA -$7.4M; 2022: Net Revenue $13.4M/ EBITDA -$5.9M (majority burn from 1H ‘22); and 2023: Net Revenue $13M/ EBITDA +$150K (Not guaranteed). As you can see our focus has been on getting to sustained profitability over growth at high cost, which we are looking to achieve this year. Following this, our aim will be to continue healthy, sustainable growth! We welcome you to become an owner in this next chapter of our journey!","author_name":"Eliza Blank","votes":0,"created_at":"2023-08-17T15:48:44Z"}]},{"id":275842,"entity_id":"wefunder:comment:275842","question":"Hi Eliza, I haven’t yet. I had to change my email to a different one because I wasn’t getting any emails. Could you send? Do I need to put my email here?","author_name":"Ashley Koewing","votes":0,"created_at":"2024-02-08T22:11:25Z","canonical_url":"https://wefunder.com/the.sill#question-275842","answers":[{"id":275845,"entity_id":"wefunder:comment:275845","answer":"Hi Ashley, for your own privacy, why don't you email us at info@thesill.com and we can follow up there on your investor perks! Thanks!","author_name":"Eliza Blank","votes":1,"created_at":"2024-02-08T22:35:23Z"}]},{"id":275831,"entity_id":"wefunder:comment:275831","question":"Hello! I invested in December. When will we receive information about our investor perks?","author_name":"Ashley Koewing","votes":0,"created_at":"2024-02-08T21:16:57Z","canonical_url":"https://wefunder.com/the.sill#question-275831","answers":[{"id":275833,"entity_id":"wefunder:comment:275833","answer":"Hi Ashley, thank you for reaching out and thank you for your investment in The Sill! You should have already received your lifetime discount via e-mail. Please let us know if that is not the case. We are also following up later this month to book virtual plant care appointments. And lastly the swag will follow shortly next month - in time for spring!","author_name":"Eliza Blank","votes":1,"created_at":"2024-02-08T21:21:59Z"}]},{"id":266654,"entity_id":"wefunder:comment:266654","question":"Hello I am interested in investing in your company but need that extra push. Can you sell me? :) Thanks! New to Wefunder, you'd be my first.","author_name":"Hanna Kent M","votes":0,"created_at":"2023-10-24T06:20:15Z","canonical_url":"https://wefunder.com/the.sill#question-266654","answers":[{"id":266669,"entity_id":"wefunder:comment:266669","answer":"Hi Hanna, I appreciate your interest in The Sill. I am confident the information provided speaks for itself and encourage you to review everything available. If you have any specific follow up questions you can post them here! Thanks! -Eliza","author_name":"Eliza Blank","votes":0,"created_at":"2023-10-24T14:11:45Z"}]},{"id":266015,"entity_id":"wefunder:comment:266015","question":"Eliza, love the brand's vibe! Really curious in terms of investing what the turnaround strategy is? You've said in other replies that you hope to go from $13.4m revenue with a $5.9m loss in 2022 (almost -50%); to $13m revenue with a $150k profit. That's a 50% turnaround in a much tougher year for consumer discretionary ecom and indoor gardening. How are you tracking this year? Has the weaker economic conditions materially affected business performance? The Sill is a primarily eCom company that sells other people's products and was deeply unprofitable doing it. How was it able to raise over $20m? Are there personal connections in your life that contributed to this success with financing? What is the likelihood they'll continue to help? In 2021 The Sill spent (if I'm reading it right) $8m on staffing for $16m in revenue, this seems very high for a reseller of other's products. What were people doing? The Sill has raised over $20m, is over $10m in debt, with just $2m in stock. About $30m has been invested into this business. What was it all spent on if it wasn't on product development; given the brand isn't that large and was deeply unprofitable even during COVID? How does your future business strategy differ from your past strategy, which seems not to have worked out? What longterm moat does a business selling plants anyone can sell and other people's products have?","author_name":"Liam Bryce","votes":0,"created_at":"2023-10-19T12:21:30Z","canonical_url":"https://wefunder.com/the.sill#question-266015","answers":[{"id":266016,"entity_id":"wefunder:comment:266016","answer":"Hi Liam, thanks! I’m so glad that the brand resonates with you! There’s a lot here to unpack, but I am going to try to address your questions and several of your statements, because a lot of what you’ve said is not accurate. First - yes, you’re right. The turnaround is a hard one. Luckily, our strategy which is primarily driven by an unrelenting focus on the customer experience is working. As of the end of August, we are at $7M in Net Revenue and about -$350K in EBITDA. While October has been a challenging month for everyone, we are optimistic that November and December will help us get to break even on the year. Yes, The Sill is primarily an e-commerce company (80%) but we sell a combination of our OWN product, exclusive product, and others. It is not primarily other people’s product as you’ve said. And consider this - there was virtually no retailer selling houseplants IN decorative pots with care accessories and education when we started in 2012. This was never exclusively a product company (though we did invest and continue to in development). We were one of the very first companies to address all of the consumer challenges in the houseplant purchasing process, inclusive of addressing some of the shortfalls of merchandising and assortment. And we were unprofitable 2017-2022 due to our exclusive focus on top line growth following our capital raise. Prior to raising capital, the business ran bootstrapped and profitably for five years. In 2021, we did \u0026gt;$16M in revenue with \u0026lt;$4M in corporate payroll. About 25% of revenue on payroll is not out of the ordinary for a business that had initially forecasted going into a high growth year. A commonly cited guideline is that payroll for a company accounts for anywhere between 15-30% of total revenue. The Sill has raised over $20M in the lifespan of the business and generated over $70M in revenue in this lifespan. This investment went into product design, fulfillment and packaging innovation, retail stores (over 10 doors opened), people, marketing and consumer insights. Our debt on the business is \u0026lt;$3M, which gets paid out over a long period of time. Our future business strategy and moat is focused on continuing to be the destination for plant discovery, care, community, and lifestyle - not to mention the 10+ years of work alongside our grower partners to ensure The Sill is sourcing the healthiest and often most sustainable plants available. I hope this addresses most of your questions - we’d love to have you join us.","author_name":"Eliza Blank","votes":0,"created_at":"2023-10-19T13:44:42Z"}]},{"id":263705,"entity_id":"wefunder:comment:263705","question":"Hi! Are you able to provide Net Revenue and EBITDA actuals for 1H23?","author_name":"Kyle Cassara","votes":0,"created_at":"2023-09-29T15:50:44Z","canonical_url":"https://wefunder.com/the.sill#question-263705","answers":[{"id":263706,"entity_id":"wefunder:comment:263706","answer":"Hi Kyle! Yes 1H 23 was $5.3M in Net Revenue and -$199K of EBITDA.","author_name":"Eliza Blank","votes":0,"created_at":"2023-09-29T16:28:26Z"}]},{"id":263639,"entity_id":"wefunder:comment:263639","question":"Hi, I see $10,837,612 in short-term debt and $800k in cash on hand. How will you remain solvent? Also, how will investors see a return with that much debt?","author_name":"Yosef  Hertz","votes":0,"created_at":"2023-09-28T19:34:03Z","canonical_url":"https://wefunder.com/the.sill#question-263639","answers":[{"id":263664,"entity_id":"wefunder:comment:263664","answer":"Hi Yosef, great question! First, it's worth pointing out that this short-term debt amount is as of 12/31/22. Nearly $6M of this debt was convertible notes which already converted into this round! This debt also included $2M of accounts payable (it's normal for us to have high a/p at year end given our Q4 sales - vs today which is about half that amount). It also includes other accounting specifics, like Unredeemed gift cards (\u0026gt;$1M) and lease liabilities (the payment obligation over the term of the lease contract). As of today, that short-term debt number is far less. Our \"conventional debt\" on the business is \u0026lt;$3M, which gets paid out over a long period of time.","author_name":"Eliza Blank","votes":1,"created_at":"2023-09-28T23:24:42Z"}]},{"id":263303,"entity_id":"wefunder:comment:263303","question":"Hello.there is a big difference in revenues between gross income and net income. What is the reason and what the way to overcome ? When the approximate time for the transition to profitability to begin? What is the reason for the slight decline in sales after 2021?","author_name":"Wael Alghamdi","votes":0,"created_at":"2023-09-25T19:50:25Z","canonical_url":"https://wefunder.com/the.sill#question-263303","answers":[{"id":263308,"entity_id":"wefunder:comment:263308","answer":"Alghamdi, Thank you so much for your interest in investing in The Sill. I’ll take this one by one. 1. The difference between gross income and net income is the combination of discounts and returns (returns is inclusive of refunds and cancelled orders). We budget for both and historically have kept the combination to \u0026lt;10% which we feel is both reasonable and manageable. 2. We already started our transition to profitability (i.e. positive EBITDA) in 2H of 2022 and have a few months of break even / profitability now in 2023. We expect to reach more sustainable profitability in Q4 2023 (not guaranteed). 3. The slight decline in sales from 2021 to 2022 comes from our strategic shift to focus on profitability - we took pressure off of the top line in order to make this transition successful.","author_name":"Eliza Blank","votes":0,"created_at":"2023-09-25T20:10:53Z"}]},{"id":262074,"entity_id":"wefunder:comment:262074","question":"Congrats on your campaign! When does the campaign close? Is this a priced round and is there a deck?","author_name":"Suzanne (Sinatra) Roberts","votes":0,"created_at":"2023-09-13T16:09:47Z","canonical_url":"https://wefunder.com/the.sill#question-262074","answers":[{"id":262081,"entity_id":"wefunder:comment:262081","answer":"Thanks Suzanne. And to you for Private Packs! We intend to run our campaign until 10/31. And yes, it is a priced round. You can see the details in the \"Investment Terms\". We have no separate deck other than what is presented on our Pitch Page in the Overview. We tried to be thorough in the pitch so if you are missing any information please just let me know and we'll post it for everyone here!","author_name":"Eliza Blank","votes":0,"created_at":"2023-09-13T16:48:40Z"}]},{"id":261492,"entity_id":"wefunder:comment:261492","question":"Hi Eliza! My name is Kevin and I run an equity crowdfunding blog named CROWDSCALE. I live in Brooklyn near your Williamsburg location so I was excited to see this opportunity listed on Wefunder. If you're open to chatting, I'd love to learn more for a potential investment and story for my newsletter. Reach out to hellocrowdscale@gmail.com if you'd like to connect! (Blog for reference -\u0026gt; https://crowdscale.beehiiv.com/ )","author_name":"Kevin Fulmer","votes":0,"created_at":"2023-09-08T04:13:47Z","canonical_url":"https://wefunder.com/the.sill#question-261492","answers":[{"id":261524,"entity_id":"wefunder:comment:261524","answer":"Thanks Kevin!","author_name":"Eliza Blank","votes":0,"created_at":"2023-09-08T16:56:14Z"}]},{"id":261410,"entity_id":"wefunder:comment:261410","question":"In 2022 it looks like The Sill had a post valuation of $27.5M. With this campaign it looks like The Sill is raising at a $7.3M pre valuation. That seems to be a massive down round to say the least. Would love to get your thoughts / more context around this.","author_name":"Michael Jacobson","votes":0,"created_at":"2023-09-07T16:12:00Z","canonical_url":"https://wefunder.com/the.sill#question-261410","answers":[{"id":261430,"entity_id":"wefunder:comment:261430","answer":"Hi Michael, I appreciate your question! Much of the decline in our valuation can be attributed to the evolving landscape of consumer brand valuations. In the past, consumer brands were often valued in a manner similar to tech companies, such as SaaS businesses, which might command revenue multiples as high as 10X or more! However, the market sentiment towards consumer brands has shifted. Today, the market is reevaluating how it values consumer brands, no longer applying the same revenue multiples as before. This shift is not unique to our company but reflects a broader trend in the industry. Valuations, to a considerable extent, are influenced by what the market is willing to bear at a given time, in addition to the company's intrinsic value based on sales and profits. While our current valuation may appear lower than in previous years, we view this as an opportunity! We believe that this valuation presents an attractive entry point for our community and potential investors. As we continue to innovate, grow, and execute on our strategic plans, we are confident that the value of their investment will increase over time. We are excited about the future and remain committed to creating a win for everyone involved in our journey.","author_name":"Eliza Blank","votes":2,"created_at":"2023-09-07T17:45:30Z"}]},{"id":259021,"entity_id":"wefunder:comment:259021","question":"Hi Eliza and Team, first I’ll say great idea on the WeFunder given your very passionate customer base (including myself). Four questions. #1 - What is the return rate and what is the breakdown of online vs. in-store? #2 - What is the lifetime value of a customer and what % of customers buy again? #3 - I see in another Q\u0026amp;A the goal is exit. What is the timeline expectation from the Board for that exit? #4 - What is the sales segmentation breakdown between plants, planters, and other paraphernalia and is it expected to change at all?","author_name":"Eli Elman","votes":0,"created_at":"2023-08-18T18:19:30Z","canonical_url":"https://wefunder.com/the.sill#question-259021","answers":[{"id":259257,"entity_id":"wefunder:comment:259257","answer":"Hi Eli, Thank you for your interest and support in our WeFunder initiative. We truly appreciate your enthusiasm as part of our dedicated customer community. Here are some quick facts about the business today, YTD 37% returning customer rate, all channels; LTV is around $170 with customers making avg 1.7 purchases; the vast majority of sales are plants \u0026amp; planter bundles. As for an exit, there is no set goal beyond trying to optimize for a great outcome.","author_name":"Eliza Blank","votes":0,"created_at":"2023-08-21T19:34:49Z"}]},{"id":258859,"entity_id":"wefunder:comment:258859","question":"Following up from Omar’s Q. and your response, if you are planning on selling the company, why do you need the funds? Am I understanding your response correctly?","author_name":"Jamie Tovar","votes":0,"created_at":"2023-08-17T21:45:19Z","canonical_url":"https://wefunder.com/the.sill#question-258859","answers":[{"id":258860,"entity_id":"wefunder:comment:258860","answer":"Hi Jamie, great question! Raising money and investing in a company with the goal of selling it at a higher valuation is essentially a strategy to create value and generate returns. The process involves securing funding from investors (like you!) who believe in the company's potential. This capital infusion allows the company to expand, develop new products or services, and increase its market presence. As the company achieves these milestones and demonstrates its success, its overall value, or valuation, tends to increase. This rise in valuation can attract potential buyers willing to pay a premium for a stake in the company (or the whole company). The objective is to sell the company at a higher valuation than when it was initially funded, enabling the investors and the founders to reap financial gains from their early support. I hope this helps answer your question!","author_name":"Eliza Blank","votes":0,"created_at":"2023-08-17T21:52:42Z"}]},{"id":258807,"entity_id":"wefunder:comment:258807","question":"Hey Eliza, Thanks for the annual revenue figures. Impressive progress on profitability – without too big a hit on the topline. One more q if you don't mind – what's the revenue and EBITDA distribution between your online and in-store channels? It's helpful for me to understand the core drivers of value, especially given your understandable focus on generating positive cashflows.","author_name":"James Davies","votes":0,"created_at":"2023-08-17T16:25:36Z","canonical_url":"https://wefunder.com/the.sill#question-258807","answers":[{"id":258811,"entity_id":"wefunder:comment:258811","answer":"Thanks James, and sure thing — it’s about a 70/30 split between Online and In-Store Revenue with Stores in aggregate being 4-wall profitable.","author_name":"Eliza Blank","votes":0,"created_at":"2023-08-17T17:23:28Z"}]},{"id":258537,"entity_id":"wefunder:comment:258537","question":"In the presentation, you mentioned your average order value is around $100, and from there, you make 50% ($50 dollars) on gross margin (including shipping) and you pay around $25 on marketing per order. That leaves around $25 to pay for Personnel, Warehouse, Website, etc. My question is, how do you see those cost variables changing in the short term (one-two years) taking into consideration that in 2024 it would be harder to target an online audience effectively due to the cookie-less world? Are you planning rising prices, going into another category, going into another market? Basically, what would be the road to profitability? (end 2023, as mentioned in your presentation) Thanks!","author_name":"Piero Ghezzi","votes":0,"created_at":"2023-08-16T08:21:39Z","canonical_url":"https://wefunder.com/the.sill#question-258537","answers":[{"id":258567,"entity_id":"wefunder:comment:258567","answer":"Hi Peiro, thank you for your thoughtful question! In 2023, we've made meaningful strides to further increase our gross margin and reduce our operating costs. This has already translated into profitable months this year. Furthermore, our unwavering focus is on the enhancement of the customer experience. By doing so, we aim to drive down marketing costs per order — our most loyal customers are not only increasing their own purchases but also playing a pivotal role in attracting new customers to The Sill. Looking ahead to 2024, we're actively charting a course to diversify our product assortment. This strategy serves a dual purpose: to increase the average order value and create a fresh opportunity for purchases, thereby bolstering customer retention. Ultimately, sustaining our profitability relies on an unrelenting commitment to core principles. This encompasses increasing website and store traffic, optimizing conversion rates and average order value, shrewdly managing customer acquisition cost, fostering greater frequency of orders per customer, safeguarding a robust contribution margin, and containing operating expenses.","author_name":"Eliza Blank","votes":2,"created_at":"2023-08-16T15:47:24Z"}]},{"id":258528,"entity_id":"wefunder:comment:258528","question":"How much money is required to hold a reservation?","author_name":"Ashley Eaton","votes":0,"created_at":"2023-08-16T05:54:47Z","canonical_url":"https://wefunder.com/the.sill#question-258528","answers":[{"id":258563,"entity_id":"wefunder:comment:258563","answer":"Thanks for the question Ashley! At this stage, you don't need to put any funds into escrow - we'll ask you to do that once we file our paperwork with the SEC (anticipated in the next 1 - 2 weeks). And the investment minimum is set to $100.","author_name":"Eliza Blank","votes":0,"created_at":"2023-08-16T15:35:44Z"},{"id":258564,"entity_id":"wefunder:comment:258564","answer":"Thanks for the question Ashley! At this stage, you don't need to put any funds into escrow - we'll ask you to do that once we file our paperwork with the SEC (anticipated in the next 1 - 2 weeks). And the investment minimum is set to $100.","author_name":"Eliza Blank","votes":0,"created_at":"2023-08-16T15:35:59Z"}]},{"id":258478,"entity_id":"wefunder:comment:258478","question":"How long will the wefunder be available?","author_name":"Emily Doepking","votes":0,"created_at":"2023-08-15T19:36:32Z","canonical_url":"https://wefunder.com/the.sill#question-258478","answers":[{"id":258565,"entity_id":"wefunder:comment:258565","answer":"Hi Emily! We plan to run the campaign until we sell out, or for eight weeks - whichever comes first!","author_name":"Eliza Blank","votes":0,"created_at":"2023-08-16T15:41:31Z"}]}],"faq":[{"question":"How long will the wefunder be available?","answer":"Hi Emily! We plan to run the campaign until we sell out, or for eight weeks - whichever comes first!"},{"question":"How much money is required to hold a reservation?","answer":"Thanks for the question Ashley! At this stage, you don't need to put any funds into escrow - we'll ask you to do that once we file our paperwork with the SEC (anticipated in the next 1 - 2 weeks). And the investment minimum is set to $100."},{"question":"In the presentation, you mentioned your average order value is around $100, and from there, you make 50% ($50 dollars) on gross margin (including shipping) and you pay around $25 on marketing per order. That leaves around $25 to pay for Personnel, Warehouse, Website, etc. My q...","answer":"Hi Peiro, thank you for your thoughtful question! In 2023, we've made meaningful strides to further increase our gross margin and reduce our operating costs. This has already translated into profitable months this year. Furthermore, our unwavering focus is on the enhancement of the customer experience. By doing so, we aim to drive down marketing costs per order — our most loyal customers are not only increasing their own purchases but also playing a pivotal role in attracting new customers to..."},{"question":"Hi there, please may you share the annual revenue for each of the last three calendar years and forecast revenue for 2023? Thanks.","answer":"Hi James, thank you for your interest in investing! Our revenue is as follows: 2021: Net Revenue $16.5M/ EBITDA -$7.4M; 2022: Net Revenue $13.4M/ EBITDA -$5.9M (majority burn from 1H ‘22); and 2023: Net Revenue $13M/ EBITDA +$150K (Not guaranteed). As you can see our focus has been on getting to sustained profitability over growth at high cost, which we are looking to achieve this year. Following this, our aim will be to continue healthy, sustainable growth! We welcome you to become an owner ..."},{"question":"Hey Eliza, Thanks for the annual revenue figures. Impressive progress on profitability – without too big a hit on the topline. One more q if you don't mind – what's the revenue and EBITDA distribution between your online and in-store channels? It's helpful for me to understand...","answer":"Thanks James, and sure thing — it’s about a 70/30 split between Online and In-Store Revenue with Stores in aggregate being 4-wall profitable."}]}}}