# Insitu

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/insitu

- Industry: Internet
- Headquarters: London, UK
- Website: www.sproutl.com
- Total disclosed funding: $8.9M
- Latest round: Seed (Jan 22, 2021)
- Investors on record: 2

## About

Based in the UK, The Sprout Group Limited is a gardening education platform offering resources to help individuals cultivate their gardening skills effectively.Founded in 2020 by Andy Done and Anni Noel-Johnson, The Sprout Group Limited operates from London, UK, and serves as an online hub for gardening knowledge. In January 2021, the company raised GBP 6.50 million in Seed funding with Index Ventures leading the round, alongside participation from Ada Ventures. The company’s total funding raised stands at GBP 6.50 million, valuing it at GBP 31.14 million.Sproutl operates primarily as an online gardening learning hub, providing a robust platform for individuals seeking to cultivate and maintain their gardening skills. Their core offerings include a variety of educational resources such as fool-proof guides, expert tips, and detailed how-to articles focused on plant care, seasonal gardening tasks, and container gardening, among others. The end use cases address common challenges faced by both novice and experienced gardeners, such as plant selection, care techniques, and sustainable gardening practices. Sproutl’s clientele encompasses gardening enthusiasts, hobbyists, and individuals looking to enhance their living spaces with plants. The company primarily serves customers in the United Kingdom but aims to expand its reach into broader European markets to meet the growing demand for accessible gardening knowledge.Sproutl generates revenue through direct-to-consumer transactions that leverage its online platform to distribute educational content and resources about gardening. The company employs a transaction structure that includes the sale of digital guides, subscriptions to premium content, and collaborations with gardening retailers for cross-promotions. The flagship services consist of comprehensive guides on various gardening techniques and care tips, which may be accessed either on a one-time purchase basis or through a subscription model that provides ongoing content access. The company’s emphasis on sustainability and eco-friendly gardening practices further aligns with current consumer trends, potentially driving additional revenue opportunities through partnerships and educational initiatives.The Sprout Group Limited plans to utilize the GBP 6.50 million raised in Seed funding from January 2021 to expand its team and partner with consumer brands. The company aims to enhance its product offerings and develop new educational resources for gardening enthusiasts. Additionally, Sproutl intends to extend its market presence beyond the UK into broader European markets by the end of 2023, addressing the increasing demand for gardening knowledge and resources.

## Funding rounds

- Seed, Jan 22, 2021, $8.9M — Index Ventures, Ada Ventures

## Investors

- Index Ventures (https://capitalatlas.ai/funds/index-ventures) — Seed
- Ada Ventures (https://capitalatlas.ai/funds/ada-ventures) — Seed