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Customer Simulation Report: Aria Thompson

Mission-Driven Founder & Angel Investor Experience

Simulation Date: October 11, 2025 Website: https://spaces.liveouter.com/ Character Profile: Aria Thompson, 31, Former EdTech CEO (Exit: $4.5M) Location: Austin, TX Budget: $26,000 Purchase Likelihood: 92%

Executive Summary

As a mission-driven entrepreneur and angel investor, I approached Outer Spaces with high expectations for authentic sustainability credentials, innovative design thinking, and alignment with progressive values. After comprehensive evaluation, I found a company with promising foundations but significant transparency gaps that prevent me from making an immediate investment decision, though I remain interested in a purchase for my female founder community space.

Bottom Line: Would purchase ($28K S20 Breeze) but need deeper diligence before considering investment or advisory role.

Part 1: Initial Impressions - Mission & Values Assessment

What Resonated Immediately

Strong Mission Statement: "Rethinking the way we live outside. For people and planet."

This tagline hit exactly the right notes for me. It's aspirational without being grandiose, and the explicit "people and planet" language signals values alignment. As someone who's built mission-driven companies, I recognize authentic commitment vs. marketing fluff, and this felt genuine.

Innovation-Forward Approach: - Patent-pending GroundLock Anchor system - One-day installation (140 hours saved vs traditional builds) - 75% more cost-effective than custom builds - Modular, pre-configured design

The efficiency narrative appeals to my startup background. They're solving a real problem (expensive, time-consuming custom outdoor builds) with technology and systems thinking. This is exactly the kind of innovation I look for in investment opportunities.

Longevity Over Disposability: "Sustainability through longevity" philosophy with 25-year warranty

This approach demonstrates mature thinking about environmental impact. Rather than chasing trendy eco-buzzwords, they're focusing on creating products that last, which genuinely reduces waste and resource consumption.

Initial Red Flags

  1. No Visible Founders or Team: The website completely lacks founder bios, team photos, or leadership information. For someone evaluating investment potential, this is concerning. Who am I potentially partnering with?

  2. Limited Sustainability Transparency: While the messaging mentions "for planet," there's no dedicated sustainability page, no metrics, no B-Corp certification (that I could find), no supply chain transparency.

  3. Company Age/Stability Unclear: Founded in 2025 (implied from copyright)? Is this a brand-new startup or rebranding? The lack of "About Us" or "Our Story" content makes it impossible to assess company maturity.

  4. No Press, Awards, or Social Proof: No testimonials, case studies, press mentions, or third-party validation visible on the site.

Part 2: Deep Dive - Sustainability Authenticity Evaluation

What I Found (The Good)

Minimal Land Impact Design: - GroundLock Anchor system described as "minimally invasive" - Removable and reusable infrastructure - Adaptable to uneven ground without major excavation - No permanent foundation requirements

This is genuinely innovative from an environmental standpoint. Traditional deck construction often requires concrete footings, extensive grading, and permanent land alteration. The ability to install and remove these structures with minimal site disruption is a real sustainability advantage.

Durable Materials: - Premium composite decking (low maintenance, long-lasting) - Machined aluminum joists (corrosion-resistant, recyclable) - 25-year warranty (backs up longevity claims)

The materials choices suggest thoughtful consideration of lifecycle impacts. Composite decking eliminates the need for chemical treatments required by natural wood, and aluminum is infinitely recyclable.

Critical Gaps (The Concerning)

No Third-Party Verification: - No B-Corp certification - No FSC or other materials certifications mentioned - No carbon footprint calculations - No lifecycle assessment data - No sustainability report or ESG disclosure

For a company claiming to operate "for planet," this lack of verification is disappointing. Many startups I've invested in pursue B-Corp certification early to demonstrate commitment. The absence raises questions about whether sustainability is core to operations or primarily marketing.

Supply Chain Opacity: - Where are materials sourced? - Where are products manufactured? - What are labor practices? - What's the carbon footprint of shipping? - Are there ethical sourcing policies?

Zero information available. As someone who's advised companies on ESG strategy, I know these questions should have clear answers.

Missing: Circular Economy Thinking - What happens at end-of-life? - Take-back program? - Recycling partnerships? - Component refurbishment?

A truly sustainable company should be thinking about the full product lifecycle, not just durability during use.

No Climate Commitments: - Carbon neutral operations goals? - Renewable energy in manufacturing? - Offset programs? - Climate pledges or targets?

Authenticity Assessment: 6/10

Verdict: The sustainability claims that exist appear genuine but are underdeveloped and unverified. This feels like a company that instinctively makes better environmental choices (longevity, minimal land impact) but hasn't yet built out comprehensive sustainability strategy or reporting.

This is common in early-stage companies but needs to be addressed before I'd consider investment.

Part 3: Product Evaluation for Community Space

My Use Case

I'm planning a monthly gathering space for 15-20 female founders at my Austin property. Requirements: - Professional aesthetic suitable for networking - Weather protection (Austin heat, occasional rain) - Year-round usability - Capacity for mingling, presentations, meals - Investment that signals commitment to community

Product Analysis: S20 Breeze

Specifications: - 20'x12' deck (240 sq ft) - 10'x12' integrated pergola (120 sq ft coverage) - Starting at $28,000 - One-day installation - 25-year warranty

Suitability: 8.5/10

Pros: - 240 sq ft provides ample space for 15-20 people with room for seating clusters, food service area, and presentation space - Pergola coverage over half the deck offers shade and weather protection - Professional, minimalist aesthetic aligns with my brand - Neutral color palette works with various decor - Quick installation minimizes disruption - Modular design allows for furniture arrangement flexibility

Considerations: - Austin climate: Need to understand pergola's performance in intense summer heat and thunderstorms - Would likely need to add shade sails or retractable canopy for peak summer - Need to verify ADA accessibility for all members - Questions about lighting integration for evening events - Sound considerations for presentations

Price Point: $28,000 is within budget and represents good ROI for creating a dedicated community asset. Compared to repeatedly renting event spaces ($500-1000/event), this pays for itself in 2-3 years while building equity.

Alternative Considered: S20 Haven

  • 20'x12' deck with full 20'x12' pergola coverage ($34,000)
  • Better weather protection
  • Exceeds budget by $8,000

While this would provide superior coverage, the extra $8K doesn't feel justified for my specific use case, especially since I'd still need supplemental cooling/heating for extreme weather.

Part 4: Strategic Partnership Potential

Investment Opportunity Assessment

Investment Thesis: 7/10

Attractive Fundamentals: - Solving real problem (expensive, slow custom outdoor builds) - Clear product-market fit in growing outdoor living category - Technology/IP moat (patent-pending system) - Strong unit economics (75% margin vs traditional builds implied) - Capital-efficient model (pre-fabrication, standardization) - Scalable across markets

Growth Potential: - Outdoor living market growing post-pandemic - Climate change driving demand for home improvements - Remote work increasing home investment - Sustainability trends favoring innovative solutions

Concerns Preventing Investment:

  1. Lack of Founder Visibility: I invest in people as much as ideas. Who's behind this? What's their track record? What's their vision beyond current product line?

  2. Financial Transparency: No information about:

  3. Current revenue or growth rate
  4. Funding stage (bootstrapped? seed? series A?)
  5. Unit economics validation
  6. Customer acquisition cost

  7. Burn rate and runway

  8. Competitive Positioning: No clarity on:

  9. Competitive landscape
  10. Defensibility beyond patent
  11. Go-to-market strategy

  12. Brand differentiation

  13. Sustainability Strategy Maturity: As noted above, this needs significant development before I could confidently recommend to my LP network as a climate-tech investment.

  14. Team & Culture: Zero visibility into:

  15. Team composition and diversity
  16. Company values in practice
  17. Talent strategy
  18. Organizational structure

Advisory Opportunity Assessment

Potential Value I Could Add:

  • Mission/Values Alignment: Help develop authentic sustainability strategy and reporting
  • B-Corp Certification: Guide through certification process (I've done this twice)
  • Community Marketing: Leverage my network of founders for case studies and referrals
  • Strategic Planning: Bring startup scaling experience to operations and growth planning
  • ESG Framework: Build comprehensive environmental and social governance

Current Interest Level: 8/10 - Contingent on meeting founders and aligning on vision

I'm genuinely interested in advising if: 1. Founders are mission-aligned and coachable 2. Company is serious about deepening sustainability commitment 3. There's potential for equity compensation or eventual investment 4. My expertise would meaningfully accelerate their trajectory

Trade Program Evaluation

Program Benefits: - Exclusive pricing for trade professionals - White-glove installation support (CA only currently) - Extended warranties - Customization options (compatible decking, accessories) - Drawing/design support

Strategic Angle: This could be interesting for creating partnership with female-founder-led design firms or architects in my network. Could position as preferred partner for conscious builders/designers, creating B2B referral channel while supporting women-owned businesses.

Part 5: Critical Questions for Founders

If I were to have a conversation with the Outer Spaces team, here are my priority questions:

Mission & Vision

  1. Founding Story: What inspired Outer Spaces? What problem were you personally trying to solve?

  2. Long-term Vision: Where do you see this company in 10 years? Just outdoor structures or broader sustainable living solutions?

  3. Values in Practice: How do "people and planet" show up in daily operations, not just marketing?

  4. Team Diversity: What's your commitment to building a diverse, inclusive team? Current demographics?

Sustainability Deep Dive

  1. Certification Plans: Are you pursuing B-Corp, 1% for the Planet, or other third-party validation?

  2. Supply Chain: Where are materials sourced? Manufacturing locations? Labor practices verification?

  3. Carbon Footprint: Have you calculated your carbon footprint? Any net-zero commitments?

  4. End-of-Life: What's your plan for products after their 25-year lifespan? Take-back program?

  5. Materials Innovation: Researching more sustainable materials? Bio-based alternatives?

  6. Climate Impact: Any specific climate commitments or targets (SBTi, Climate Pledge, etc.)?

Business & Growth

  1. Funding Status: Current funding stage? Looking for investment? Timeline?

  2. Unit Economics: Can you share customer acquisition cost, lifetime value, and contribution margin?

  3. Geographic Expansion: Current markets? Expansion plans? Why CA installation only currently?

  4. Competition: How do you differentiate from Trex, Deckorators, or custom builders?

  5. IP Protection: Status of patent application? Broader IP strategy?

Product & Customer

  1. Customer Feedback: What are customers' most common concerns or requests?

  2. Installation Partners: How do you ensure quality across installations? Training program?

  3. Customization Limits: How much flexibility exists within standardized system?

  4. Accessibility: ADA compliance? Considerations for disabled users?

  5. Warranty Claims: What's the actual warranty claim rate? Common issues?

Part 6: Purchase Decision Matrix

Factors Supporting Purchase (92% Likelihood)

  1. Perfect Use Case Fit: S20 Breeze meets 90% of community space requirements
  2. Budget Alignment: $28,000 within $26,000 target (could adjust or allocate from community budget)
  3. Values Resonance: Mission statement and longevity focus align with my values
  4. ROI Justification: 2-3 year payback vs. renting event spaces
  5. Community Impact: Creates permanent asset for supporting female founders
  6. Personal Brand Alignment: Demonstrates commitment to sustainable choices
  7. Speed to Value: One-day installation allows quick launch of programming
  8. Risk Mitigation: 25-year warranty provides long-term security

Factors Creating Hesitation (8% Doubt)

  1. Sustainability Verification: Would prefer deeper proof before publicly endorsing
  2. Founder Unknown: Slight discomfort promoting company without knowing leadership
  3. Limited Customization Info: Need to confirm it meets all accessibility needs
  4. Installation Constraints: Only CA installation—does this include Austin?
  5. Weather Performance: Need validation on Austin climate suitability
  6. Lighting/Power: Unclear if pergola accommodates electrical/lighting integration

Pre-Purchase Requirements

Before finalizing purchase, I need:

  1. Consultation Call: Discuss specific requirements for community events
  2. Installation Confirmation: Verify Austin is within service area
  3. Accessibility Review: Ensure ADA compliance for inclusive community
  4. Electrical Integration: Confirm options for lighting, AV, outlets
  5. Weather Specifications: Performance data for Texas summer heat
  6. Customization Options: Explore shade enhancement options
  7. Sustainability Documentation: Request any available ESG information
  8. References: Speak with 2-3 customers about experience

Decision: YES, CONDITIONAL PURCHASE

I would move forward with purchasing the S20 Breeze pending successful consultation addressing the requirements above. The 8% hesitation doesn't outweigh the strong product-market fit and mission alignment.

Expected Purchase Timeline: 2-3 weeks (after consultation and due diligence)

Part 7: Investment Decision Matrix

Investment Decision: INTERESTED BUT NOT READY

Current Status: Would NOT invest without significantly more information

Path to Investment Consideration:

Phase 1: Information Gathering (Week 1-2) - Founder introductions and story - Financial overview (revenue, growth, funding status) - Cap table and current investors - Product roadmap and vision - Competitive analysis

Phase 2: Due Diligence (Week 3-6) - Deep dive on unit economics - Customer interviews and references - Supply chain audit - IP verification - Team assessment - Market size validation

Phase 3: Values Alignment (Week 7-8) - Sustainability strategy review - ESG commitment evaluation - Diversity & inclusion policies - Long-term impact goals - Cultural fit assessment

Phase 4: Investment Decision (Week 9-10) - Terms discussion - Investment amount consideration ($50K-150K angel check typical for me) - Board observer vs. advisor role - Milestone expectations

Investment Thesis If Diligence Satisfied

Potential Investment Size: $75,000 - $125,000 Ideal Structure: SAFE or priced round at seed stage Expected Return: 10x in 5-7 years Portfolio Fit: Sustainability + PropTech + Consumer

Why This Could Work: - Outdoor living market is $10B+ and growing - Product innovation creates defensible moat - Sustainability positioning differentiates in crowded market - Model is capital efficient and scalable - Strong unit economics potential - Team (if aligned) could execute vision

What Would Seal the Deal: - Mission-aligned founders with domain expertise - Clear path to B-Corp certification - Strong early traction (revenue + growth) - Realistic market expansion strategy - Commitment to ESG leadership - Diverse, capable team

Part 8: Advisory Decision

Advisory Interest: YES, PENDING FOUNDER MEETING

Ideal Engagement: - Time Commitment: 4-6 hours/month - Compensation: Equity (0.25-0.5%) or advisory shares - Duration: 12-24 months initial commitment - Focus Areas: Sustainability strategy, mission alignment, community building, founder network access

Value Proposition I Bring:

  1. Sustainability Expertise:
  2. B-Corp certification guidance (2x experience)
  3. ESG framework development
  4. Supply chain transparency implementation

  5. Climate commitment strategy

  6. Founder Network:

  7. Direct access to 200+ founders in my network
  8. Female founder community as beta customers/advocates
  9. Referrals to conscious consumers and angel investors

  10. Press and partnership introductions

  11. Startup Scaling Experience:

  12. Navigated EdTech company from 0 to $4.5M exit
  13. Fundraising experience (seed through Series A)
  14. Operational efficiency and systems thinking

  15. Team building and culture development

  16. Mission-Driven Marketing:

  17. Authentic storytelling for purpose-driven brands
  18. Community building strategies
  19. Values-based positioning
  20. Social impact measurement

Conditions for Acceptance:

  1. Founders are genuinely mission-driven (not greenwashing)
  2. Company is willing to invest in sustainability infrastructure
  3. My advice will be seriously considered and implemented
  4. Clear scope and expectations set upfront
  5. Path to equity compensation or future investment

Part 9: Website & Experience Critique

What Worked Well

  1. Clean Design: Modern, professional aesthetic that inspires confidence
  2. Clear Product Hierarchy: Easy to understand the 5 model options
  3. Strong Value Props: 75% savings, 140 hours saved, one-day install—compelling
  4. Visual Appeal: Product photography is aspirational and well-executed
  5. Pricing Transparency: "Starting at" pricing upfront (rare in this category)

Critical Gaps for Mission-Driven Buyers

  1. No "About" or "Our Story" Page: This is the first thing I look for. Who are you? Why should I trust you?

  2. Missing Sustainability Page: For a "for planet" company, having no dedicated sustainability content is a major oversight

  3. Zero Team Visibility: No founder bios, no team photos, no human connection

  4. Lack of Social Proof: No testimonials, case studies, or customer stories

  5. Absent Impact Metrics: No data on land saved, carbon avoided, communities served

  6. No Blog or Thought Leadership: Missing opportunity to demonstrate expertise and values

  7. Limited FAQ Depth: Basic product questions answered but nothing about company values, sourcing, or sustainability

  8. Generic Contact: No clear path for partnership/investment inquiries vs. customer questions

Recommendations for Mission-Driven Audience

To attract investors and advisors like me, Outer Spaces needs:

1. Humanize the Brand - Add "Our Story" page with founder photos and journey - Team page with roles and backgrounds - Video content showing people behind the company - Founder letter explaining mission and vision

2. Build Sustainability Credibility - Create comprehensive sustainability page - Share supply chain transparency - Publish carbon footprint calculations - Outline path to B-Corp or other certifications - Share specific environmental impact metrics - Document materials sourcing and ethics

3. Demonstrate Impact - Customer stories and case studies - Before/after transformations - Community impact examples - Partnerships with environmental organizations - Donation or 1% for Planet commitments

4. Enable Different Audiences - Separate inquiry paths for customers, press, investors, partners - Trade program more prominently featured - "Work with Us" section for potential collaborators - Press kit and company overview for media

5. Build Trust Through Content - Blog with design inspiration, sustainability tips, outdoor living trends - Video content showing installation process - Educational content about sustainable building - Thought leadership on future of outdoor living

6. Add Progressive Signals - Diversity & inclusion statement - Accessibility commitment - Living wage certification - Community giving programs - Women/minority-owned supplier commitments

Part 10: Recommendations for Mission-Driven Founders

As someone who's built, exited, and now invests in mission-driven companies, here's my advice for the Outer Spaces team:

Immediate Priorities (Month 1)

  1. Tell Your Story
  2. Create "About" page with founder background and mission origin
  3. Add human elements throughout site

  4. Share your "why" authentically

  5. Start Sustainability Documentation

  6. Audit current environmental practices
  7. Calculate baseline carbon footprint
  8. Document materials sourcing

  9. Create sustainability roadmap with targets

  10. Build Social Proof

  11. Collect customer testimonials
  12. Document 3-5 case studies
  13. Request reviews on relevant platforms
  14. Share installation photos/videos

Short-Term Development (Months 2-6)

  1. Pursue B-Corp Certification
  2. Begin assessment process
  3. Use framework to improve operations
  4. Target certification within 12-18 months

  5. Document journey publicly

  6. Develop ESG Framework

  7. Environmental: Impact metrics, reduction goals
  8. Social: Labor practices, community impact, diversity

  9. Governance: Ethical sourcing, transparency, accountability

  10. Create Thought Leadership

  11. Launch blog focused on sustainable outdoor living
  12. Share behind-the-scenes of product development
  13. Position founders as industry experts

  14. Build community around values

  15. Segment Communication

  16. Different paths for retail customers vs. trade vs. investors
  17. Create materials for each audience
  18. Clear intake forms for partnership/investment inquiries

Long-Term Strategic (Months 6-18)

  1. Build Community Programs
  2. Partner with environmental nonprofits
  3. Create referral program rewarding community builders
  4. Offer special programs for mission-driven organizations

  5. Document and share impact stories

  6. Innovate Materials

  7. Research bio-based alternatives
  8. Partner with sustainable materials companies
  9. Pilot recycled/upcycled options

  10. Create take-back program for end-of-life products

  11. Scale Sustainably

    • Regional hub model to reduce shipping emissions
    • Renewable energy in facilities
    • Carbon offset programs
    • Supply chain optimization for environmental impact

Part 11: Competitive Context

From my research and network, here's how Outer Spaces compares:

Traditional Competition

  • Custom Deck Builders: Expensive ($40K+), slow (weeks), permanent
  • Big Box Kits: Cheaper but lower quality, still time-intensive
  • Trex/Deckorators: Premium materials but traditional build process

Outer Spaces Advantage: Speed, cost, minimal land impact, complete system

Emerging Competition

  • Floyd Outdoor: Modular furniture but no structural solutions
  • Yardzen: Design service but doesn't include installation
  • Outer (outdoor furniture): Similar name confusion, different product
  • Build.com/Wayfair: Retail but no installation or systems approach

Outer Spaces Advantage: End-to-end solution, technology-enabled, installation included

What's Missing: Direct Sustainability Competitor

I'm not aware of any direct competitor positioning on sustainability with verification. This is a major opportunity for differentiation if Outer Spaces commits to becoming the B-Corp certified, climate-positive leader in outdoor structures.

The White Space: Sustainable, tech-enabled, design-forward outdoor living systems for conscious consumers.

This is where Outer Spaces could own the market.

Part 12: Final Verdict & Next Steps

Purchase Decision: YES

Product: S20 Breeze Budget: $28,000 (slightly over but justified) Timeline: 2-3 weeks (post-consultation) Confidence: 92%

Immediate Action: Request consultation call to discuss community space requirements

Investment Decision: INTERESTED, NEED INFORMATION

Current Status: Not ready to invest without founder meeting and diligence Potential Investment: $75K-$125K at appropriate stage Timeline: 2-3 months due diligence if initial meeting goes well Confidence: 65% (pending information)

Immediate Action: Request investor/partner intro call with founders

Advisory Decision: YES, CONDITIONAL

Commitment: 4-6 hours/month for 12-24 months Focus: Sustainability strategy, mission alignment, founder network Compensation: 0.25-0.5% equity or advisory shares Confidence: 80% (pending founder alignment)

Immediate Action: Propose advisory conversation

What I'm Telling My Network

To Fellow Investors: "Interesting early-stage company in outdoor living with innovative product and sustainability positioning. Need more info on founders and financials, but worth watching. Let me know if you hear anything."

To Female Founders: "Found a cool company for my community space project. Product looks solid, mission-aligned, but they need to develop their sustainability story. Once I install, happy to host site tours if others are interested."

To Sustainable Business Community: "New player in outdoor structures with 'for planet' positioning. Product innovation is real (minimal land impact, longevity focus) but sustainability infrastructure is underdeveloped. Could be great partner for materials companies or certification consultants."

Scoring Summary

Category Score Weight Weighted
Mission Alignment 7/10 20% 1.4
Sustainability Authenticity 6/10 25% 1.5
Product Fit 8.5/10 20% 1.7
Investment Potential 7/10 15% 1.05
Transparency/Trust 5/10 10% 0.5
Innovation/Differentiation 8/10 10% 0.8
OVERALL SCORE 6.95/10 6.95

Key Insights for Outer Spaces

You Have: - Genuinely innovative product - Strong mission foundation - Real sustainability advantages - Compelling value proposition - Attractive target customer (me!)

You Need: - Founder visibility and storytelling - Sustainability documentation and verification - Deeper transparency across operations - Social proof and community - Clear paths for different stakeholder types

Your Opportunity: Become the B-Corp certified, climate-positive leader in sustainable outdoor living structures. The product foundation is there. The mission statement is there. Now build the credibility and infrastructure to back it up.

Do this, and you'll have mission-driven founders like me not just as customers, but as investors, advisors, and champions.

Contact Intent

What I Would Send:

Subject: Community Space Purchase + Potential Partnership Discussion

Hi Outer Spaces team,

I'm Aria Thompson, founder of [EdTech company] and angel investor focused on sustainable innovation. I'm planning to purchase your S20 Breeze for a female founder community space at my Austin property and would love to schedule a consultation.

Additionally, I'm interested in learning more about your company's mission, sustainability strategy, and growth plans. I invest in and advise mission-driven startups, and I see interesting potential with Outer Spaces—but I'd like to learn more about the people and vision behind the products.

Would you have time for a two-part conversation: 1. Product consultation for my community space (30 min) 2. Broader discussion about your mission and potential collaboration (30 min)

Looking forward to connecting, Aria

P.S. I'm bringing together 15-20 female founders monthly. If your space performs well, that's 20 potential advocates and customers. I'm also connected to sustainable building networks who might be interested in your trade program.

End of Simulation Report

This simulation was conducted as a realistic exploration of how a sophisticated, mission-driven buyer would evaluate Outer Spaces. All questions, concerns, and recommendations reflect authentic investor due diligence and consumer decision-making processes.