Investor brief · pre-launch
Lawn care, on demand — becoming the logistics network for recurring home services.
Draw your lawn, get an instant price, book a vetted local mowr — pay only when it's done. Then it repeats on its own: recurring jobs allocated to the nearest available mowr the night before, with a live ETA. Like food delivery, for the outside of the home.
Booking a mow is still stuck in the classifieds era.
Every other everyday service is instant — a car, a takeaway, a food shop arrive in a few taps with a price and an ETA. Lawn care hasn't moved. Homeowners chase quotes, wait for callbacks, haggle, get no-shows, and pay cash. Mowrs waste half the day on inefficient routes and chasing invoices.
For homeowners
Opaque pricing, slow quotes, unvetted strangers, no tracking, cash-in-hand.
For mowrs
Feast-or-famine work, dead miles between jobs, and payment they have to chase.
The gap
Lawns need doing every 1–4 weeks, forever. That recurrence is pure recurring revenue nobody has productised.
A price in seconds, a vetted mowr, paid when it's done.
MOWR is a three-sided marketplace in one app — customer, mowr, and admin — on one backend. The customer flow is built today.
Draw your lawn, see your price
Trace the lawn on satellite imagery; the app measures the exact area and perimeter geodesically and prices it instantly — mowing, edging, grass length. Real UK rooftop-level address lookup. No quote, no wait.
Book a vetted local mowr
Mowrs are admin-approved, phone-verified, and KYC'd through payouts; background checks are on the roadmap. The customer pays only after the job is completed.
On-site honesty, not disputes
If a lawn is bigger than measured, the mowr re-measures on site; the price recomputes server-side and — over a threshold — the customer approves before a penny moves.
Mowrs get paid automatically
Stripe Connect handles payouts and their KYC; MOWR takes a per-mowr commission. Mowrs see live earnings, route, and one-tap navigation to each job.
Pre-launch, but the hard parts are already built.
This isn't a deck in front of a prototype. The marketplace works end-to-end, and the pieces that are usually a company's hardest engineering are done and in-house.
The recurring engine: subscriptions, auto-allocated the night before, with an ETA.
A one-off mow is a transaction. A lawn mowed every fortnight, forever, is a subscription — and the logistics of fulfilling thousands of them efficiently is the real business.
Customer sets a rhythm Built
"Every 2 weeks." Booked once; it recurs on its own.
The night before Roadmap — engine built
An optimiser gathers the next day's due jobs and every opted-in mowr, and allocates each job to the mowr who can do it most efficiently.
Routed & sequenced Built · tested
Each mowr gets an optimised day: least driving, honouring every time window.
Customer gets an ETA Roadmap
"Your mowr arrives ~10:40am." A tracked, delivery-grade experience for the outside of the home.
The route optimiser powering step 3 is written and unit-tested today. The fleet allocator in step 2 is the same engine applied across every mowr — score each job against each mowr, assign the best. Kept deliberately in-house: routing is the operational heart of a scaled home-services network.
A logistics company wearing a lawn-care coat.
Owns the hard part
In-house scheduling & routing (OR-Tools / self-hosted OSRM at scale) instead of renting a route-optimisation SaaS. Unit economics improve as we grow, not degrade.
Recurring by nature
Lawns regrow. Demand is built-in and predictable — the dream substrate for density, routing efficiency, and retention.
Expandable surface
Adding a service is a data row, not a rebuild. Hedges, gutters, pressure-washing, snow — same network, more revenue per address.
Measured, not guessed
Geodesic lawn measurement from satellite imagery means fair, instant, dispute-free pricing — and clean data for allocation.
Trust built in
Vetting, phone-dedup, on-site re-measure approval, pay-on-completion, and Connect KYC — the trust rails a home-access marketplace lives or dies on.
Density flywheel
More customers per postcode → tighter routes → more jobs per mowr-hour → better mowr pay → more mowrs → faster service. It compounds locally.
Millions of UK lawns, cut on a schedule, paid in cash today.
The UK has roughly 23 million households, a large share with a private garden and lawn. Lawn maintenance is a routine, recurring spend served by a long tail of sole-trader gardeners and cash jobs — fragmented, offline, and ripe for aggregation.
Figures above are directional market context for framing, not company performance.
A clean take rate on a repeating basket.
MOWR keeps a commission on every job (15% default, tunable per mowr). The magic is recurrence: acquire a customer once, earn on every mow for years.
Illustrative — one recurring customer
| 200 m² lawn + edging, fortnightly | Per mow | Per year (≈22 mows) |
|---|---|---|
| Customer pays | £54.00 | £1,188 |
| Mowr payout (85%) | £45.90 | £1,010 |
| MOWR gross (15% take) | £8.10 | £178 |
Recurring > one-off
One acquisition, years of margin. A loyalty engine ("3rd mow 20% off") is built to drive the switch from one-off to subscription.
Density lifts it
Tighter routes mean more jobs per mowr-hour — raising mowr pay and MOWR's absolute margin per route without raising prices.
More per address
Each new service (edging today; hedges, gutters next) stacks revenue on customers already acquired.
Example only, using MOWR's real pricing structure and commission. Not a forecast or current result.