Editor’s note: Welcome to The Pitch, a DC Inno special feature in which we spotlight young local startups led by underrepresented founders. These companies may not have much (or any) funding or revenue, but they do have plans — and they’re taking the initial steps to make things happen. Each month, we’ll highlight a different venture in the D.C.-area landscape, with an intention of following their journeys from this point forward. Previously we have featured CarpeDM, Old Dominion Flower Co., Acclinate, OneVillage, Isotonik Solutions and The New Norm.
Ketan Doiphode was studying in Spain when he first came up with the idea for a startup that uses technology to make interior design more convenient and less expensive for homeowners.
He didn’t revisit that year-end project from his time in Madrid’s IE Business School until five years later, when the Covid-19 pandemic led him to be furloughed from his job with Marriott International Inc. He reached out to D.C.-area general contractors willing to float the model to a few of their clients — and it quickly gained traction.
The business launched in July 2021 as Deazly Inc., a minority-owned Arlington startup focused on making custom kitchen and bathroom renovations efficient, thanks to growing collection of digital tools, and more affordable, with flat fees rather than hourly payments.
“The process is easy and fun,” Doiphode said, “and it empowers homeowners by helping them see how their room will look before committing to the project.”
The pitch: The 1-year-old residential interior design studio handles custom design for people who want to upgrade their kitchens and bathrooms. It bills itself as an alternative to either hiring a traditional interior designer, which “can be intimidating and expensive,” or working with contractors who lack design skills, which can lead to a final product that “doesn’t reflect the inspiration images the homeowners were hoping for,” Doiphode said. Deazly’s service handles each project, first inviting a prospective client to take a design quiz on its website, then assigning its own interior designer and project manager to guide the client through the process. The team sends 3D renderings, collects feedback, finalizes the design and provides suggestions for furniture and other the materials needed complete the project. The client can then buy those items for a general contractor to install.
The team: Ketan Doiphode is founder and CEO of Deazly. With nearly two decades in architecture and project management, he was most recently a senior design manager for Marriott’s Global Design Strategies team, and had previously worked as an architect for New York’s Skidmore, Owings & Merrill LLP and Dallas’ ForrestPerkins. His spouse, Hiral Doiphode, is Deazly’s legal adviser and has been actively involved in the operational side of the business, he said. The full team comprises seven U.S.-based interior designers and another eight support team members in India — all freelance contractors.
The business model: The startup targets homeowners who are tech-savvy and enjoy do-it-yourself projects “but can’t afford the traditional fee structure of many interior design firms,” Doiphode said. “Deazly is a great alternative if you have a vision and need some help getting to the end result.” In its first year, it’s been reaching homeowners predominantly through word of mouth, as well as through contractors, who get a discounted price when they drive clients to the site. That has accounted for about 60% of the company’s work so far. And there’s demand for it now, said Doiphode, an architect by training. “Kitchen and bathroom projects are a significant investment for homeowners, yet have the greatest impact on the resale value of a home,” he said. “Due to the current housing market, homeowners continue to explore ways to improve their homes and increase value.” Deazly’s technology “helps homeowners explore multiple design options,” he added.
The mission: Make interior design more accessible. The business has a flat-fee pricing structure with three tiers — $1,200, $1,500 or $2,300 — and revenue comes from those fees, paid upfront. Deazly contends it’s more affordable than directly hiring an interior designer, which could cost up to $7,000 for the same work at roughly $100 per hour depending on the location, project type, scope and experience level, Doiphode said. “A traditional interior design team would put in anywhere between 50 to 70 hours to provide the same level of service and products that Deazly would provide, which includes multiple options all in realistic, 3D design.” Deazly completed more than 100 projects in 2021, hitting profitability in its first year. Though Doiphode declined to disclose specifics, he said Deazly expects to grow revenue by 20% this year.
The challenge: Keeping up with demand. “Revenue has been growing beyond our initial projections,” Doiphode said, adding that the company is now reinvesting its profits into the business. “We still need more resources to help expedite development so we can bring our service to other regions in North America,” he said. The company is also hiring interior designers, who can be based anywhere.
The game plan: Deazly is innovating its technology and working to improve its processes, to get designs to clients faster. It’s developing a new version of its website with a new platform to facilitate communication throughout projects. And it’s working on a free tool to help owners estimate their budgets instantly online. It’ll require about $500,000 in funding for sales, marketing and branding, and for an eventual push into other markets beyond Greater Washington, Doiphode said. “Most of our projects come from word of mouth. We have not spent significant money on marketing efforts since our launch.” The company, self-funded to date with roughly $200,000, will be looking to raise that capital “in the near future,” he said.
