When creating your custom template you might want to check on some cools stuff like: row full width background colors, images, patterns, videos, gradients. Full width content and full row height too. Also parallax effects for your backgrounds.
Once you are in the OTW Grid Manager metabox and you have already created some layout with it you can hit the edit button on each Content Row so you can open the lightbox with the row settings.
Check on some examples in the top menu under Templates -> Row Settings Examples.
Here is what the settings in the lightbox are: