Billiwild.

Billiwild is a Dutch startup selling modular, self-watering vertical gardens for under €1,000. Before launch, they had a product people loved up close – but no way to communicate that from a distance.

The vertical green wall market was almost entirely focused on corporate clients – large-scale installations, bespoke projects, maintenance contracts. Billiwild's product was different: affordable, self-contained, designed for someone to install themselves. But nobody in the market was talking to that person.

I spent time with the founders at their office, got hands-on with the product, and went deep on the research – nine competitors, a voice-of-customer analysis across Reddit, YouTube, Facebook, and TikTok, and a broader look at the indoor gardening market, buying patterns, and price sensitivity.

The primary driver for wanting a plant wall was aesthetic – people saw them and wanted one. But the barriers were practical and deeply felt: mould, damp, bugs, and a general distrust of anything that puts water near a wall. Billiwild's price point made this harder, not easier – under €1,000 for what is essentially a plumbing system mounted to your wall. If affordability tipped into cheapness, buyers would run. The positioning had to make the product feel accessible without ever giving anyone a reason to doubt the engineering behind it.

We identified individual consumers aged 25–45 as the primary audience – ahead of businesses, which is where every competitor was focused, and ahead of Gen Z, who loved plants but didn't have the budget or the settled living situation to commit. We led with aesthetics because that's what drove the purchase, and we addressed the practical fears directly – we were upfront about how the product was engineered to solve them.

From there, we built the messaging framework, brand voice, website copy, and site structure around those decisions.

Billiwild launched with a clear direction and the confidence to commit to it. The response from customers has been strong – to the product and to how it's presented.