Croft Smart Homes

Helping older adults live safely and independently at home

Mark Francis
Founder

These slides are hosted at https://pitch.croftsmarthomes.co.uk
A PDF version of these slides: https://pitch.croftsmarthomes.co.uk/pdf

About Me

• I’m Mark, a systems engineer who’s spent years making tech reliable and invisible
• I’ve seen how complex “smart” devices can confuse even tech-savvy users
• I’m building Croft to make independence at home simple, safe, and dignified
• I want technology that quietly helps, not technology that people struggle to live with

The Problem

Older adults want to live at home, but current tech fails them

• Telecare and telehealth devices feel clinical and stigmatising
• Consumer smart homes are complex and unreliable
• Families want peace of mind without invading privacy

The Solution

A plug-and-play home system that quietly keeps people safe and comfortable

• The Croft Hub pairs with curated kits that can automate warmth, lighting, and doors, windows and more
• Works straight out of the box — no setup expertise needed
• Runs locally for privacy and reliability, even if the internet goes down
• Sends gentle alerts to family or carers if something seems wrong
• Works reliably in any home, even without broadband

Why Now

Ageing population and rising care costs are driving a £1B+ market

• 12 million over-65s today, 15 million by 2035
• Families spending more to delay care home move-ins
• Government push for “ageing-in-place” solutions
• The cost of care is rising faster than technology adoption

Market Position & Opportunity

Families have options, but none that truly fit

• Telecare – reliable, but expensive and clinical
• Smart home gadgets – accessible, but fragmented and unreliable
• The UK market for independent-living tech is already worth over £1B

Croft bridges a billion-pound gap between care technology and consumer smart homes

How It Works

A simple hub and a few smart sensors can make a home safer, warmer, and easier to live in

• The Croft Hub – the brain of the system, runs locally for privacy and reliability
• Curated Kits – pre-selected sensors for key needs:
  • Fire & Flood
  • Warmth & Comfort
  • Lighting & Routine
  • Doors & Night Safety
• Instant Setup – plug in, connect to power, manage via an app or dedicated tablet
• Family Reassurance – gentle notifications when something’s wrong or unusual

Business Model

A simple purchase and subscription model that builds long-term trust

• One-time purchase (typically £400–£650) + £15/month subscription
• Optional add-ons – extra kits or premium features as needs change
• Future B2B channels – care providers, housing associations, and local councils

Early Progress

From idea to working prototype and pilot programme

• Prototype built – running version of the Croft Hub using real sensors and automations
• Software validated – local-first system tested with existing devices
• Website live – croftsmarthomes.co.uk established with brand, story, and materials
• Pilot programme in planning – 10-home trial to test usability, reliability, and family feedback
• Manufacturing prep – early Bill of Materials and supplier shortlist underway

Go-to-Market Strategy

Start small, prove trust, then scale through families and partners

• Pilot validation (Q1 2026) – test 10 homes to refine reliability, pricing, and onboarding
• Direct-to-family sales – focus on adult children (ages 35–60) buying for parents
• Digital outreach – Facebook and local community groups, simple explainer videos, and testimonials
• Referral growth – word of mouth from pilot users, early adopters, and care professionals
• Partnership channels – housing associations, local authorities, and care providers seeking lower-cost independence tech

Competition

Existing options either feel clinical or are too unreliable for real homes

Our Edge

Private, simple, and built for real homes

• Private by design – all automation runs locally, not in the cloud
• Dignified appearance – blends into everyday homes, never looks medical
• Effortless to install – preconfigured kits, no technical knowledge needed
• Reliable by nature – continues working even without internet
• Sustainably supported – subscription keeps systems updated and dependable

Financials & Forecast

A scalable model with healthy margins and predictable recurring income

2026 - Pilot & Early Growth

• Q1–Q2: 10 pilot homes installed and monitored
  • Validate reliability, manufacturing process, and customer experience
  • Build a waiting list of prospective customers
• Q3–Q4: Begin gradual rollout to new families
  • Target 5 additional home installations per month
  • Maintain focus on quality, retention, and sustainable growth

2027 - Growth Phase

• Expand to 150–250 total homes across the UK
• Recurring subscriptions begin generating stable monthly income
• Gross margins rise from ~40% to 50%+ through improved procurement
• Position Croft for partnerships and future national reach

Funding Requirements

Turning proven prototypes into real homes and real impact

Purpose

Secure modest funding to run the Croft pilot programme

Funding will enable

• Build and install 10 pilot systems in real homes
• Finalise Croft Hub design for manufacturing
• Collect real-world data to validate usability and reliability
• Create outreach materials and partnerships for launch

Goal

Demonstrate Croft’s value in everyday life, and prove readiness for full rollout

Vision

Technology that quietly supports safety, comfort, and independence — so people can live where they’re happiest, for longer.

Thank You

Building independence, one home at a time.

Mark Francis

Founder, Croft Smart Homes

mark@markfrancis.io
croftsmarthomes.co.uk