Adi Tatarko
Co-Founder, Houzz
For a long time we didn't want to bring VCs onboard at all. We’d heard a lot of things, and we were afraid bringing in the wrong people would ruin all the fun.
Alon Cohen
Co-Founder, Houzz
We even considered monetizing Houzz very early on, even though we knew it was the wrong time, just to avoid taking investment.
Adi Tatarko
And we didn't want to do that either. But it got to the point that we just couldn't scale it anymore by ourselves.
Alon Cohen
So our seed investor convinced us to have coffee with a few people, and he sent out some emails — we were actually at a costume party at the time, on a Sunday night — and 10 minutes later we got a reply from Mike Moritz. He said, "We'll be at your office at 10 a.m."
Alfred Lin
Sequoia
As soon as we walked into Houzz it was clear this was a special company. There’s a different energy level that you see in a company that has some magic spark, and we felt that. We were captivated by their story, and even then the product was very well done.
Alon Cohen
We showed Alfred and Mike the product and then went for tea, and they basically said they wanted to invest. It was much faster than we ever imagined.
Adi Tatarko
And, they proved to us during the process that we could run this the way we wanted. We were very upfront and said, "If you're going to force us to start creating lots of decks and reports just to please you, we don’t want to spend our time on that.” And they said, "Right, that sounds great."
Alfred Lin
At the time they were just getting the content and community going, and they certainly had no revenue. So there’s always the question: When is the right time to monetize?
Adi Tatarko
I didn't want to monetize at all for a long time. Our belief was that the right time is when your user has actually asked you for something — when you have a strong enough brand, when your reach is significant and the focus can shift for a bit from building the product.
Alon Cohen
Building monetization features takes effort as well, especially in the beginning when you don’t have many engineers. It takes you away from the product, and it’s very hard to do both those things well.
Adi Tatarko
But surprisingly Sequoia didn't push at all on that front. Alfred said, "Do it right. You're obviously building the right product for this industry because it's growing so fast organically. We’re not in any hurry. We're here for the long term."
Alfred Lin
We’re always on the side of the founders on this. You have to make sure the community's healthy first, and when you do monetize, you need to do it in a way that’s additive to the experience.
Alon Cohen
But eventually we started seeing demand from the market. IKEA contacted us wanting to do something together, and so we began brainstorming with Alfred and with Mike about different options.
Alfred Lin
There was a lot of back and forth on when we should monetize and how. Adi and Alon wanted to do right by the community and they were very, very careful about the type of advertising they accepted from the beginning.
Adi Tatarko
I remember Alfred coming to our house — this was before we had formal board meetings — and we were all sitting on the sofa brainstorming about what to build and how, things that worked from his and Sequoia experiences, and things that didn’t.
Alfred Lin
They could’ve turned on revenue much sooner, or faster, or from a host of other sources. But they decided very early that every single feature or piece of advertising needed to improve the Houzz experience. That’s who they are, and we support their philosophy.
Adi Tatarko
We felt, and Sequoia supported, that if we built the product the right way, monetization would follow. And it's exactly what happened.
Alon Cohen
The evolution of all our revenue channels has been organic, and we've modeled all of them that same way — based on how we can actually enhance the experience on the site, rather than detract from it.
Alfred Lin
To this day, every time they make a product change it’s out of real passion and love for doing something great for the community, and it shows in how vibrant the community is.
Today, Houzz is the world’s largest residential design resource. Its platform connects over 35 million monthly users with the inspiration, products, and local professionals they need to reach their home improvement goals.
Houzz
A visual remodeling platform helping consumers and design professionals collaborate.
Milestones
Founded 2009
Partnered 2011
Team
Adi Tatarko
Alon Cohen
Partners
Alfred Lin