Inside Out

What Inside Out does

Inside Out Interior & Exterior Design is a small, founder-owned design firm headquartered in Davis, California, established in 1999 by principal designer Joni Wilson. The firm provides integrated interior and exterior design services to residential homeowners, differentiating itself through the concept of "connections" between indoor and outdoor spaces. Core offerings include landscape design, interior design, space planning, exterior architectural remodels, and hands-on project management with licensed contractor oversight. Services range from one-hour consultations to comprehensive master plans, with project budgets typically sized at 10-15% of property value.

The underlying technology is essentially human design expertise rather than a software platform. The firm operates a WordPress-based portfolio website (insideoutjoni.biz) showcasing categorized project galleries (Pools & Water Features, Outdoor Living, Small Spaces, Curb Appeal, Gardens, Lighting) and maintains a presence on Houzz, Pinterest, LinkedIn, and Room Reveal for portfolio visibility. There is no proprietary software, no mobile application, no API, and no documented digital automation beyond the website. The firm holds California Landscape Contractor's License #902311 and APLD Professional Landscape Designer certification.

The business model is professional services, sold via a sales-led direct-to-consumer motion. Client engagement begins with consultations initiated through phone, email, or website contact form, then progresses to design and project management. Pricing is quote-based and not publicly disclosed. The customer base is residential homeowners in the Davis, California area and Northern California region. The firm is privately held with no disclosed institutional funding, parent company, or acquisition activity, operating as a sole proprietorship under founder Joni Wilson.

Name

Inside Out

Legal name

Inside Out Interior & Exterior Design

Website

https://insideoutjoni.biz

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Inside Out Interior & Exterior Design is a founder-owned residential design firm in Davis, California, providing integrated landscape, interior, and exterior architectural design with licensed contractor oversight to local homeowners in the Northern California region.

Ownership category

akta.pro rank

Product category

Landscape and Interior Design Services

NAICS

Interior Design Services (54141), Landscape Architectural Services (541320), Architectural Services (54131)

akta.pro primary industry

Whole-Home Interior Renovation (Non-Structural) (HSAPAEAC)

akta.pro secondary industry

Built-In Shelving, Niches & Custom Interior Features (HSAPAFAG)

Keywords

• Landscape design services
• Interior design services
• Exterior architectural remodels
• Space planning services
• Residential design consulting

Headquarters

HQ city

Davis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Design Services: Professional interior and exterior design services including consultations, space planning, landscape design, exterior architectural remodels, and project management. Services range from simple one-hour consultations to comprehensive master plans with ongoing project supervision.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Inside Out provides professional interior and exterior design services for residential homeowners, including landscape design, exterior architectural remodels, interior design, and space planning. Engagements range from one-hour consultations to comprehensive master plans, with hands-on project management and oversight of licensed contractors from concept through installation completion.

Product overview

Inside Out is a single-service design firm offering integrated interior and exterior design solutions. The company, founded by Joni Wilson, APLD in 1999, provides a unified offering that combines landscape design, interior design, space planning, and exterior architectural remodels under one service model. The portfolio includes specialized offerings for pools and water features, outdoor living spaces, small spaces, curb appeal enhancements, and garden design. Services range from one-hour consultations to comprehensive master plans with hands-on project management through licensed contractors.

Differentiator

Problem solved

Functional benefit

Products and services

• Design Consultation Services One-hour to detailed master plan consultations covering space assessment, design direction, and project scoping for interior and exterior projects, targeted at residential homeowners.
• Landscape Design Design services for outdoor spaces including gardens, landscape architecture, and exterior environments with a focus on connecting indoor and outdoor living, targeted at residential homeowners.
• Interior Design Interior design and space planning services focusing on integrated solutions that flow from inside out, utilizing skills in space planning and detail work, for residential clients.
• Exterior Architectural Remodels Exterior architectural remodel services including shade structures, trim work, and exterior enhancements for residential properties.
• Project Management Hands-on project management services ensuring designs are completed according to specifications, including oversight of licensed contractors and quality assurance through all phases, for residential design projects.

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Yardzen: Online landscape design platform connecting homeowners with professional designers for outdoor projects; directly competes with Inside Out's landscape design offering on a faster, lower-cost, digital-first basis.
• Havenly: Online interior design platform offering affordable consultations with professional designers; directly competes with Inside Out's interior design service line on speed, price, and digital convenience.
• Studio Munge: High-end interior design firm known for luxury hospitality and residential projects; comparable to Inside Out in serving premium clientele with bespoke, design-led engagements.
• Modsy: Virtual interior design and 3D rendering service for homeowners; comparable to Inside Out's interior design offering but delivered via digital tools and a more scalable online model.
• Andrea Cochran Landscape Architecture: Award-winning residential and commercial landscape architecture firm; directly comparable to Inside Out in scope, residential focus, and design-led landscape services.
• Decorilla: Online interior design marketplace matching homeowners with vetted designers for room-by-room and whole-home projects; competes with Inside Out's interior design service in the residential segment.
• LandArc: Boutique landscape architecture practice specializing in high-end residential projects; closely comparable to Inside Out's landscape design and project oversight model.
• Tilly: Digital landscape design service providing homeowners with professional design plans for front and backyard projects; competes on convenience and price against traditional boutique landscape design firms like Inside Out.

Broad incumbents

• Gensler: Global architecture, design, and planning firm operating across residential, commercial, and mixed-use segments; broader incumbent whose interior and exterior design practices overlap with Inside Out's integrated offering.
• Houzz: Large home design marketplace and inspiration platform connecting homeowners with designers, contractors, and products; Inside Out actively maintains a Houzz profile for lead generation, making Houzz both a channel and a broad competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/inside-out_2
• Pinterestpinterest.com/insideoutjoni

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Inside Out