Development Story


Explore our case study detailing the development of our indoor growing systems.


The idea behind Senzorix

Senzorix emerged as a response to several challenges, including urban residents' lack of knowledge about food origins and limited space for personal cultivation. Escalating outdoor pollution further necessitates affordable indoor growing solutions, especially for exotic plants requiring precise controlled environments.

Green plants

1. Starting

We built a whole system of hardware and software solutions that are interconnected, enriched by AI.

Start from nothing

From an idea to the first attempts


The original concept was to create a straightforward container with a selection of jars for planting. After brainstorming and sketching, we developed initial prototypes.

These prototypes allowed us to assess fundamental factors such as environmental temperature and soil moisture.

Through the first tests, we successfully grew small peppers.

Indor growth testingIndoor growing


We have measured and tested:

• Determining the influence of light intensity on plant development
• Testing lamps with different spectra
• Planting identical crops under varying light conditions
• Weekly monitoring: measuring plant height and quality (leaf appearance, color, elongation)
• Assessing the impact of lamp height on plant development
• Experimenting with day-night cycles: continuous illumination vs. segmented lighting
• Investigating minimum conditions necessary for plant growth to determine equipment quality requirements
• Exploration of hydroponics for plant growth
• Progression from small to larger containers (cups) for planting, comparing plant heights and quality of development (leaf appearance, color, elongation)


2. Pivoting

Regarding key findings and further ideas development, we made a pivot into more enhanced product. Actually, three products arose from this first version.


We aimed to enhance plant growth by creating a controlled environment, achieved through a device controllable via our custom web app. This device could regulate aspects like room temperature and lighting by connecting to indoor electronic devices.

To further improve indoor growing, we pursued constructing a specialized box with more precise conditions, enabling accelerated and richer plant growth. Initially designed for small-scale in-house cultivation, we expanded our reach to assist large-scale indoor growers in reducing costs.

Our team developed a tech box with integrated sensors to monitor and analyze extensive environmental and plant data. Accompanying this, we created a custom web app for displaying data sets and managing production conditions.

3. Market research

Before initiating development, we ordered comprehensive market research from our partner Freshvista and organised numerous workshops to assess the market scale, identify competitors, understand unresolved issues, and determine our potential market coverage.


The full report can be shared and discussed upon request. Here are the key takeaways:

Smart Indoor Garden Market

The global smart indoor garden market was valued at USD 110.2 million in 2020 (Emergen Research). The market is projected to reach USD 243.3 million by 2030, growing at a CAGR of 8.2% from 2021 to 2030 (Emergen Research). The market is projected to reach USD 208.06 million by 2028 (Verified Market Research).

Smart Indoor Gardening System Market

The global smart indoor gardening system market was valued at USD 2.06 billion in 2021(Polaris Market Research). The market is projected to reach USD 3.22 billion by 2030, growingat a CAGR of 5.2% from 2022 to 2030 (Polaris Market Research).


The potential users for indoor gardening market include urban dwellers with limited outdoor space, individuals interested in sustainable living, andhealth-conscious consumers.

4. Defining the solutions

Throughout further progress, we came up with three products that can work separately or combined — for the most efficacy.



The GroovyBox is a s simple and affordable growing box, which provides auto-growing and auto-optimisation of the growth features through a digital platform.


Indoor analytics for the existing growing spaces for growers or people who want to know what is happending with their plants.


Indoor climate adjustment for existing and future solutions for those who want to have a simple control over the environment via an online solution.

5. Prototype (MVP) development

Raw preview of building Groovy devices.


GroovyBox is a device for retail users who want to grow plants at home. It enables a controlled environment for plant growth, protected from possible negative outside factors. Control the soil moisture, humidity, temperature, and pH. Thanks to our web app, you can also track the growth progress, automate your plant growth, and take a look at analytics.

Box blueprint

Construction of version 1.0

Groovy box prototypes

Enhanced version 2.0

Render black
Groovy Box

Motherboard GB-1 (v1.0) built on Ferrero Rocher cap :))

Improvised motherboard

The GroovySystem comprises one or multiple devices equipped with gardening sensors to measure moisture, temperature, soil pH, and light intensity. Users can control all sensors through the Groovy web application and access sensor readings and analytics via the same platform.

Groovy System
Groovy System
Embedded developers

GroovyControl provides a straightforward solution for remotely powering devices on and off within a local network. It enables users to control non-remotely accessible devices via a web application from any internet-connected device.

senzorix device
senzorix device
Groovy Design System

Instead of relying on pre-existing libraries, we committed fully to crafting our own design library. This decision provided us with increased flexibility to develop features and components customized specifically to our requirements. Once completed, it will be available for purchase to anyone who wishes to utilize it in their own projects.

Design System
Groovy Administration Board

Groovy Administration Dashboard is a responsive web app that can be accessed from any device (mobile, tablet, pc, laptop)

UI Dashboard

6. Final products

From the initial idea, tests, pivots, and further development, we finalized and released the products listed below.

Product components

  • Groovy Motherboard GB-1 (central system in each Groovy device)
  • Aluminium frame
  • Aluminium mantle
  • Data output - pH, soil moisture, air humidity and temperature
  • Functionality - Achive ideal conditions with a combination of two ventilators,
a PTC heater and LED lights of 100W
  • Discreet looks and safety with a lock
Motherboard GB-1
  • The brain of the GroovyBox
  • Full version which has all of the capabilities included
  • Groovy Motherboard GS-1
  • Aluminium mantle
  • Data output - pH, soil moisture, air humidity and temperature
  • Functionality - Effective and consistent data output for monitoring
Motherboard GS-1
  • Restricted base board with data-only output
  • Groovy Motherboard GC-1
  • Melded from plastic
  • Smart socket adapter so you can create any device remotely turn on and off
Motherboard GC-1
  • Restricted base board with relay-only function (turn on/off functionallity)

Key Functionalities

  • Create ideal conditions
  • Helps you grow more easily
  • Discreet and remote
  • Monitoring system
  • Integrates in the Platform with other devices
  • Integrated in our platform
  • Ability to make stupid devices - smart
Senzorix Platform
  • Has the possibility of grouping and managing all of the devices in the Groovy lineup

7. Reaching the market


Our strategy for GroovyBox involves leveraging established webshops with significant traction to sell and promote our boxes. We're currently collaborating closely with our lighting provider, having forged a partnership that enables us to import their offerings. This positions us to further engage with distributors for webshops across the Balkan/European region. Additionally, GroovySystem and GroovyControl will soon be accessible in webshops following certification. Currently, these services are exclusively available on a B2B basis.

Target Customers

For GroovyBox
  • Webshops who will sell our growboxes
  • Personal webshop where we redirect people to the webshops
  • Malls and shops where we can showcase the product
For GroovySystem
  • Primary B2B business who have indoor growing stations
  • B2C — to people who have small gardens indoors
For GroovyControl
  • B2B as a combination of the GroovySystem
  • B2C as a smart socket which can be controlled easily and adjusted to certain time
For Senzorix Platform
  • Regular customers who want to see the metrics of their growth
  • B2B users who have their own environment
  • Developers or companies who want easy API control with their devices

Solving the Customer's Problems

Problem 1: Affordability

What we saw entering the indoor growing market was a displacement between technology and the end consumer. Systems which are crazy complicated and are in no way cheap. Pretty much, if you want something to look nice, you have to be prepared to spend a lot of money on it.


For a consumer being in a new market where people from the other continent have solutions which are more accepted but they have struggle adjusting to the European market - e.g. SpiderFarmer, trolmaster, hey abby. We are the ones who were willing to go the extra mile to achieve something which is affordable yet better in quality.

Problem 2: Quality

Instead of settling for the first iteration which could have been the easiest solution, we would just pollute the market with our product and would get the feedback that it sucks - as have other manufacturers.


Creating GrowBoxes instead of Grow Tents is quite harder since there are more components (different manufactures, assembly, shipping of a heavier package, servicing it, etc). And also you have to have a really good and secure software on which we have focused and created it.

Problem 3: Health

As each day passes, you put food in yourself that you don’t even know where it comes from.


Instead of being lazy, buy the box and start growing for yourself. It doesn’t even need to be a lot. Maybe this is just the start of your actual small garden without the need of leaving your home and helping you make more conscious decisions about what you consume.

Benefits of Groovy (Box/System/Control) and platform

With the platform and the Groovy Lineup
  • We successfully covered 90% need of the basic things anyone starting with data needs
  • Managed to create a robust, quality and affordable platform and devices which have been developed through a longer period of time
  • Converting non-growers to growers
  • Easy way to introduce anyone to self care

8. Final Thoughts

Leasons Learned

Throughout the development of GroovyBox, we have gained valuable insights and lessons:

  • Importance of user feedback: Actively seeking and incorporating user feedback has been crucial in shaping the platform's features and ensuring it meets the needs of our customers.
  • Iterative development approach: Adopting an iterative development approach has allowed us to continuously improve GroovyBox, GroovySystem and GroovyControl based on user feedback and evolving market demands.


      Each product in the Groovy Lineup is powerful on its own, but they are designed to work seamlessly together, providing an integrated solution for diverse gardening needs. Our aim is to blend innovative technology with practical gardening solutions, suitable for both individual and business use. GroovyBox is targeted at individual consumers, while GroovySystem and GroovyControl are tailored for gardening sector.

      The Groovy Lineup is set to make a significant impact in both consumer and business markets. It offers a unique combination of affordability, technology, and ease of use. Our roadmap includes enhancing features, expanding market reach, and exploring integrations with AI and IoT for a comprehensive smart gardening ecosystem.

      Let's work together!