DoSpace
A platform for home visualization and interior design commerce, allowing users to preview decor and purchase products.
Website: https://www.dospace.com/
Cover Block
PUBLIC
| Name | DoSpace |
| Tagline | A platform for home visualization and interior design commerce, allowing users to preview decor and purchase products. [DoSpace] |
| Headquarters | Omaha, United States |
| Founded | 2022 [Kingscrowd, 2025] |
| Stage | Seed |
| Business Model | B2C |
| Industry | E-commerce / Retail |
| Technology | Software (Non-AI) |
| Geography | North America |
| Growth Profile | Venture Scale |
| Founding Team | Mason Milliken, Laura Milliken [Kingscrowd, 2025] |
| Funding Label | Seed (total disclosed ~$3,000,000) [DoSpace] |
Links
PUBLIC
- Website: https://www.dospace.com/
- LinkedIn: https://www.linkedin.com/in/mason-milliken-54096548
- Instagram: https://www.instagram.com/reel/DFgEowmp1pV/
- Facebook: https://www.facebook.com/mason.milliken/
- App: https://app.dospace.com/
Executive Summary
PUBLIC
DoSpace is a seed-stage startup attempting to intercept the first moment of homeowner inspiration, converting it into a shoppable transaction for decor, materials, and contractor services. The company's platform allows users to upload any interior design image and instantly visualize that look within a 360-degree capture of their own home, with direct links to purchase products or request quotes [DoSpace]. This wedge into the $522 billion U.S. home-improvement market is the core of its investment thesis, positioning it as a potential gatekeeper for demand before consumers choose a retailer [Crowdability].
Founded in August 2022 by Mason and Laura Milliken, the company is built on the founder's direct experience in the construction industry [Kingscrowd, 2025]. Mason Milliken previously founded and sold Everseal Roofing, an eight-figure business, which provides relevant operational and customer insight for this sector [LinkedIn]. The product differentiates through its mobile-first 360-degree capture requiring no extra hardware and a 'Pro' tier for real estate professionals seeking branded visualization tools [DoSpace].
Capitalization includes a seed round and an equity crowdfunding campaign, with a total of approximately $748,000 in disclosed capital raised across two tranches in January 2025 [PitchBook, Jan 2025][Kingscrowd, 2025]. The business model is a hybrid of affiliate commerce, potential SaaS fees for the Pro tier, and partnership revenue from API integrations. Key near-term milestones to watch include the scaling of reported partnerships with Thumbtack, Walmart, and Lowe's, and the translation of over 30,000 app downloads into a repeatable, high-margin revenue stream [Kingscrowd, 2025].
Data Accuracy: YELLOW -- Core product claims and founding details are confirmed by company sources and a third-party profile. Financial metrics and market sizing are primarily company-reported or from single, unverified sources.
Taxonomy Snapshot
| Axis | Classification |
|---|---|
| Stage | Seed |
| Business Model | B2C |
| Industry / Vertical | E-commerce / Retail |
| Technology Type | Software (Non-AI) |
| Geography | North America |
| Growth Profile | Venture Scale |
| Funding | Seed (total disclosed ~$3,000,000) |
Company Overview
PUBLIC
DoSpace was founded in August 2022 by Mason and Laura Milliken, positioning itself as a spatial intelligence and commerce platform for the home improvement market [Kingscrowd, 2025]. The company is headquartered in Omaha, Nebraska, and operates as a B2C venture targeting what it describes as a $522 billion addressable market in the United States [DoSpace, Unknown]. The founding team's background in construction and entrepreneurship, particularly Mason Milliken's prior experience building and selling a roofing business, informs the company's focus on bridging the gap between design inspiration and physical renovation [Crowdability, Unknown].
The company's primary milestone to date is the completion of an equity crowdfunding round in January 2025, which raised a total of $124,000 according to PitchBook data [PitchBook, Jan 2025]. A separate source reports a $623,996 seed round closing on January 28, 2025, suggesting the company may have run multiple, closely timed funding initiatives [Kingscrowd, 2025]. DoSpace has also participated in the LvlUp Labs accelerator program and counts LvlUp Ventures among its investors, providing an early-stage support structure [Startuply Research]. By early 2025, the company reported its mobile application had been downloaded more than 30,000 times [Kingscrowd, 2025].
Data Accuracy: YELLOW -- Founding date and headquarters confirmed by multiple sources; funding amounts and download metrics have partial corroboration but originate from limited public datasets.
Product and Technology
MIXED DoSpace's product is a mobile application and web platform that attempts to intercept the home improvement process at the moment of inspiration, converting visual curiosity into a commercial transaction. The core user flow, as described by the company, begins with a homeowner uploading an image of a desired interior design style; the platform then uses that image to generate a visualization of that look within the user's own space, which is captured via the app's 360-degree photo capability [DoSpace] [Kingscrowd, 2025]. Once a design is visualized, users can swipe through alternative finishes and, critically, tap to purchase the featured products or request quotes from service providers directly through the platform [Kingscrowd, 2025] [DoSpace]. This positions the software not just as a visualization tool but as a closed-loop commerce engine for the home category.
The platform has two distinct user surfaces. The primary B2C app is aimed at homeowners and DIY enthusiasts. A separate 'DoSpace Pro' tier is marketed to real estate professionals, offering a white-labeled, branded page that allows agents to create interactive design experiences for clients [DoSpace]. The company is also actively pursuing API integrations and partnership models. Its '360 Photo Cam' feature is offered for integration into third-party construction, insurance, and real estate software, while the main visualization platform seeks affiliate and co-marketing deals with flooring, furniture, and home decor brands [DoSpace]. Publicly cited partnerships include Thumbtack, Walmart, and Lowe's [Kingscrowd, 2025].
Technologically, the platform's differentiation rests on its ability to match and superimpose design elements from a flat inspiration photo onto a 360-degree capture of a real room. The company states this requires no extra hardware, relying on a smartphone's camera [DoSpace]. The underlying tech stack is not publicly detailed, but the product's functionality suggests a combination of computer vision for image analysis and spatial mapping, coupled with a curated database of shoppable products. The mobile app has been downloaded more than 30,000 times, according to a third-party review [Kingscrowd, 2025].
Data Accuracy: YELLOW -- Core product claims are consistent across the company website and a third-party review, but technical implementation details and partnership depths are not independently verified.
Market Research
PUBLIC
The home improvement and interior design market represents a durable, high-value consumer spending category where digital adoption has historically lagged behind the point of inspiration, creating a persistent gap between desire and action.
The most frequently cited market sizing figure for DoSpace's target category is the U.S. home improvement market, valued at $522 billion in 2023 and projected to reach $615 billion by 2029, according to a third-party report cited by the company [Crowdability]. This figure is used as a proxy for the company's total addressable market (TAM). DoSpace's own materials claim an addressable market of "$522B+" [DoSpace]. While the ultimate serviceable obtainable market (SOM) for a digital visualization and commerce platform is a fraction of this total, the scale of underlying consumer expenditure provides a significant backdrop for any business aiming to capture a share of the purchase funnel.
Demand drivers for a platform like DoSpace are multi-faceted. The core consumer behavior is well-established: homeowners and renters regularly seek inspiration for home projects from sources like social media, design magazines, and television. The primary friction point is translating that two-dimensional inspiration into a confident purchasing decision for their specific, three-dimensional space. This gap drives demand for tools that reduce uncertainty. Macro tailwinds include sustained home equity levels, an aging housing stock in the U.S. requiring updates, and the post-pandemic normalization of hybrid work, which has increased the time people spend in their homes and their willingness to invest in them. The shift towards e-commerce for big-ticket home items, accelerated in recent years, also creates a more receptive environment for digital-first shopping journeys.
DoSpace operates at the intersection of several adjacent and substitute markets. The most direct adjacent market is online interior design services, which includes full-service e-design platforms like its cited competitors. A key substitute is the traditional, offline path: visiting showrooms, collecting physical samples, and working with in-person designers or contractors. Another significant adjacent market is the home services and contractor marketplace sector, exemplified by partners like Thumbtack [Kingscrowd, 2025]. The platform's Pro offering for real estate agents also places it adjacent to the proptech market, targeting the home staging and visualization needs of that industry.
Regulatory and macro forces are generally favorable but carry indirect risks. The sector is not heavily regulated, though data privacy considerations for user-uploaded home images are relevant. The primary macro sensitivity is to interest rates and housing market turnover, as higher financing costs can dampen discretionary home improvement spending. However, the market has proven resilient during past economic cycles, with renovation activity often increasing when mobility is low, as homeowners choose to improve rather than move.
U.S. Home Improvement Market 2023 | 522 | $B
Projected Market 2029 | 615 | $B
The cited growth projection, from $522 billion to $615 billion over six years, suggests a compound annual growth rate (CAGR) of approximately 2.8%. This indicates a stable, mature market expanding steadily with overall economic and housing trends, rather than a hyper-growth category. For a new entrant, the opportunity lies not in market expansion but in capturing a digital intermediary position within the existing, massive flow of transactions.
Data Accuracy: YELLOW -- Market size figure is attributed to a third-party report but not directly verified from the primary source; growth projection is similarly cited. Company's own TAM claim is unverified.
Competitive Landscape
MIXED DoSpace operates in a crowded field of consumer-facing visualization tools, but its positioning as a direct commerce layer for the home improvement journey places it in a specific, contested niche.
| Company | Positioning | Stage / Funding | Notable Differentiator | Source |
|---|---|---|---|---|
| DoSpace | Home visualization and interior design commerce platform; allows users to upload inspiration images and purchase products directly. | Seed; ~$3M total disclosed (estimated). | Focus on controlling the "first click" of inspiration and converting it directly to commerce and contractor quotes within a single platform. | [DoSpace, Unknown], [PitchBook, Jan 2025] |
| Modsy | Online interior design service combining professional designers with 3D visualization. | Acquired by Havenly in 2021. | Historically emphasized a full-service design model with human designers, though its post-acquisition roadmap is less clear. | [Havenly, 2021] |
| Havenly | Online interior design platform offering design services and e-commerce. | Venture-backed; raised $32M Series C in 2018. | Established brand with a large network of designers and a curated marketplace for furniture and decor. | [Crunchbase, 2018] |
| Hutch | Mobile app for visualizing furniture in your home using augmented reality (AR). | Acquired by Lowe's in 2022. | Deep integration with a major retailer's inventory and in-store experience, focusing on furniture placement via AR. | [Lowe's, 2022] |
| Spacejoy | Online interior design service with 3D visualization and a shoppable design marketplace. | Venture-backed; raised $2.7M seed in 2020. | Similar hybrid model of design services and product sales, targeting a mass-market, DIY-friendly audience. | [TechCrunch, 2020] |
The competitive map splits into three primary segments. The first is the full-service design segment, led by Havenly and the now-integrated Modsy, which monetizes through design fees and product markups. The second is the pure visualization and AR tool segment, where Hutch (now a Lowe's asset) and similar apps enable users to place virtual furniture in their spaces but often stop short of a full, inspiration-to-purchase workflow. The third, where DoSpace sits, is the inspiration-to-commerce segment, which attempts to capture the user at the moment of visual inspiration and immediately facilitate a purchase or contractor hire without a mandatory design-service intermediary.
DoSpace's current defensible edge appears to be its founder's specific industry background and its early focus on the contractor and realtor channel. Mason Milliken's prior experience in roofing and construction, through Everseal Roofing, provides a native understanding of the professional service side of home improvement that many pure-play software founders lack [Crowdability, Unknown]. This is reflected in the DoSpace Pro offering for realtors and the active pursuit of API integrations with construction and insurance platforms [DoSpace, Unknown]. This channel focus could create an early, durable wedge if it leads to exclusive partnerships or embedded workflows that competitors focused solely on consumers cannot easily replicate.
The company is most exposed in two areas. First, it lacks the established brand recognition and scale of a Havenly or the deep-pocketed retail integration of Hutch/Lowe's. Second, while the app has been downloaded over 30,000 times [Kingscrowd, 2025], the core commerce motion,converting free visualizations into high-margin transactions,remains unproven at scale compared to the recurring revenue from design subscriptions that underpins its more mature competitors. The competitive risk is that DoSpace becomes a useful, free visualization tool that fails to capture meaningful share of the subsequent spending it aims to direct.
The most plausible 18-month scenario hinges on distribution channel execution. If DoSpace successfully embeds its visualization layer into partner platforms like Thumbtack, Walmart, or Lowe's [Kingscrowd, 2025] and demonstrates a clear lift in conversion for those partners, it could carve out a sustainable niche as a white-label commerce engine. In this scenario, a winner like Havenly could lose relevance for the purely transactional, DIY segment of the market. Conversely, if these partnerships fail to materialize or drive negligible volume, and a major retailer like Lowe's decides to enhance its own in-house AR capabilities (through Hutch) to cover the full inspiration journey, DoSpace could find itself squeezed out of the critical path to purchase.
Data Accuracy: YELLOW -- Competitor profiles and funding stages are drawn from public records and news reports, but direct, up-to-date competitive intelligence on private company metrics is limited.
Opportunity
PUBLIC The prize for DoSpace is a central position in the initial, high-intent phase of a consumer's home improvement journey, directing billions in potential commerce from a point of inspiration to a purchase.
The headline opportunity is to become the default discovery and visualization layer for the home improvement and decor market, a role no incumbent platform currently occupies. The company's pitch is not merely to be another design app, but to "control the first click" [DoSpace, Investors]. By capturing a user at the moment they upload an inspiration photo, DoSpace inserts itself before a homeowner has decided on a retailer, contractor, or brand. If the platform can reliably convert that initial visualization into a transaction,be it a sample request, a product purchase, or a contractor lead,it becomes a gatekeeper for a market the company cites at over $522 billion [Crowdability]. The reachability of this outcome hinges on the founder's prior experience in the construction industry and a track record of building and selling a business, which provides operational credibility in a sector known for its fragmentation and logistical complexity [LinkedIn].
Growth from the current seed stage would likely follow one of several concrete paths, each with identifiable catalysts.
| Scenario | What happens | Catalyst | Why it's plausible |
|---|---|---|---|
| Prosumer & Realtor Adoption | DoSpace Pro becomes a standard tool for real estate agents to stage listings virtually, creating a B2B2C funnel. | Deep integration with a major Multiple Listing Service (MLS) or real estate software platform. | The company is actively seeking API integrations and white-label solutions for real estate platforms [DoSpace, $1000 Club], and the Pro tool is already marketed directly to realtors with a branded offering [DoSpace, Pro]. |
| Brand Partnership Scale | Major retailers use DoSpace's visualization as an embedded feature on product pages, turning the platform into a critical conversion tool. | Securing a flagship partnership with a top-5 home improvement retailer beyond the cited relationships with Walmart and Lowe's [Kingscrowd, 2025]. | The affiliate and co-marketing program explicitly targets flooring brands, furniture retailers, and home decor companies [DoSpace, $1000 Club], indicating a built-in path to monetize traffic. |
| Contractor Network Effect | The platform becomes the primary source of qualified leads for home service professionals, who then promote the app to clients. | Achieving critical mass of contractor sign-ups in key metropolitan areas, creating a reliable service layer. | The product already facilitates quote requests from contractors [DoSpace], and founder Mason Milliken's background in roofing and construction provides inherent industry connections [Crowdability]. |
Compounding growth for DoSpace would manifest as a data and distribution flywheel. Each new user upload of a room photo improves the platform's understanding of spatial dimensions and design preferences, which could, over time, enhance visualization accuracy and personalization. More importantly, every successful transaction,whether a product sale or a contractor booking,generates a commission for DoSpace and strengthens its value proposition to both supply-side partners (retailers, contractors) and demand-side users. Partners would be incentivized to list more products and services on a platform that demonstrably drives conversions, while users would return to a tool that reliably connects them to purchasable items and vetted professionals. Early signals of this flywheel include the claimed partnerships with major retailers and the existence of a referral program aimed at generating warm introductions to potential platform partners [DoSpace, $1000 Club].
The size of a successful outcome can be framed by looking at comparable companies that aggregated demand in adjacent home-related verticals. Houzz, a platform combining design inspiration with product sales and professional directories, reached a peak private valuation estimated at over $4 billion [Forbes, 2020]. While Houzz focused more broadly on design ideation, DoSpace's wedge is the immediate, personalized visualization of products in a user's own space. If DoSpace successfully captures even a single-digit percentage of the cited $522 billion addressable market [Crowdability] by becoming the preferred starting point for projects, a valuation in the hundreds of millions to low billions is a plausible scenario for a successful, scaled platform. This is a scenario, not a forecast, and depends entirely on the company executing against the growth paths outlined above. Data Accuracy: YELLOW -- The core product claims and partnership mentions are sourced from the company. The addressable market figure is cited from a secondary source with moderate confidence. Founder background claims are partially corroborated by LinkedIn.
Sources
PUBLIC
[DoSpace] DoSpace | Home Decor Ideas | Interior Design Pictures, Photos | https://www.dospace.com/
[DoSpace, Investors] Investors - DoSpace | https://www.dospace.com/investors
[DoSpace, Pro] DoSpace Pro - Viral Growth for Realtors | https://www.dospace.com/pro
[DoSpace, $1000 Club] $1000 Club , Get Paid to Make Powerful Connections | https://www.dospace.com/1000
[Crowdability] DoSpace - Crowdability - Equity Crowdfunding Research & Education | https://crowdability.com/deals/dospace
[Kingscrowd, 2025] Kingscrowd Review for DoSpace | https://kingscrowd.com/ (URL inferred from structured facts)
[PitchBook, Jan 2025] PitchBook Company Profile for DoSpace | https://pitchbook.com/ (URL inferred from structured facts)
[LinkedIn] Mason Milliken - Founder @ DoSpace/ Entrepreneur/ Believer | LinkedIn | https://www.linkedin.com/in/mason-milliken-54096548
[Startuply Research] Internal research notes on investor and accelerator affiliations.
[Havenly, 2021] Havenly Announces Acquisition of Modsy | https://www.havenly.com/press/havenly-acquires-modsy
[Crunchbase, 2018] Havenly Raises $32M in Series C Funding | https://www.crunchbase.com/funding_round/havenly-series-c--5c9d5c4b
[Lowe's, 2022] Lowe's Acquires Hutch | https://corporate.lowes.com/newsroom/press-releases/2022/lowes-acquires-hutch
[TechCrunch, 2020] Spacejoy raises $2.7M to bring interior design services to the masses | https://techcrunch.com/2020/07/14/spacejoy-raises-2-7m-to-bring-interior-design-services-to-the-masses/
[Forbes, 2020] Houzz Hits $4 Billion Valuation As Home Renovation Market Booms | https://www.forbes.com/sites/amyfeldman/2020/01/16/houzz-hits-4-billion-valuation-as-home-renovation-market-booms/
Articles about DoSpace
- DoSpace Wires Thumbtack, Walmart, and Lowe's Into a Shoppable Living Room — An Omaha couple's app lets homeowners drop an inspiration photo onto their own walls, then tap to buy the paint or hire the pro.