August Home Growth Playbook
Smart locks for everyone.
Retro
Fit
Strategy
Renters
The Spark
Yves Béhar and Jason Johnson realized that people were afraid to change their 'Door Hardware' (expensive locks), but they still wanted the convenience of a smart key.
The Growth Engine
The 'Retrofit' Installation Moat & The 'Auto-Unlock' Convenience Loop: August tacticaly won through 'Frictionless Setup'. Their growth engine is 'The Interior-Only' design—replacing only the thumb-turn of a deadbolt while leaving the outside key intact. This made it the only choice for 'Renters' and architectural enthusiasts. Their growth relies on 'The Access-Economy'—partnering with Airbnb and HomeAway to provide automated guest codes, making their lock the 'Digital Front Door' for the entire short-term rental market.