SELLING SQUIGGLE

..and deciding on a strategy

RELUCTANT SHOPS

95 % personally like the product and think its unique in the market.
20 stores say its too modern for their customers.
Other stores tell us its an international design product and should leave Danmark
Project dealers are postive since its an easy fit in offices.
Furniture stores would like to see the floor lamp.
Small stores are very time consuming in communicating 10 – 15 phone call to get no answer.
Bigger client take 1 phone call to get a meeting.
We are up against large competitors that small stores need to please with minimum sales targets.
Stores would like to see a full colletion from us before opening the door.
Stores say new products only sell after 2 years – so lets wait.
Some stores dont like we have our own webshop.

DEMAND FOR SQUIGGLE

PRODUCT LIFE CYCLE

CONTROLING OUR DESITNY

5 CHANNELS OF SALE

PHYSICAL SHOPS

PROJECT SALE

INTERIOR DESIGNERS

REFERAL CODES

PURE WEBSHOPS

SELLING SQUIGGLE

RELUCTANT SHOPS

We have approached 100 Danish shops from Aug – Oct. This is what we learned.

In general we meet reluctance. Maybe due to Corona virus.

When we now start the business, we sense our fate is in the hands of reluctant gatekeepers in the shops.

But clearly there are people out there to whom it’s an attractive product and this product demand won’t disappear.

Just like the demand for 50 y.o. Vola faucets or Montana shelves wont disappear.

As we see it, the reluctance to accept new products is a result of barriers of access to the market.

DEMAND FOR SQUIGGLE

PRODUCT LIFE CYCLE

Overstating it you can say that media want news but wont expose products that cant be found in shops.

And shops will only take in products after two years when they are in high demand.

But then the media want new products to write about.

And to be granted attention by media you often have to have a relationship with the journalist.

Product cycle life is not about demand.

Its about satifying all of those who are in the business of product news.

Media, shops, trade fairs and many others.

This results in a short lived demand curve.

Broen is a new brand and we can chose early on how we want to approach our customers.

If we enter the wheel of the product cycle to satisfy the expectations of shops, media, trade fairs and many others we depend on others for our success.

To create a sustainable long term business where products live long we will avoid this life cycle trap.

Instead we will do our own marketing and sale diretly to customers. Just like companies like Bolia and BoConcept operate.

It’s a strategic choice we have made. But since the stores are reluctant to take in new products we believe this is the right path for us.

CONTROLING OUR DESITNY

5 CHANNELS OF SALE

Chosing to use a direct sales model dosn’t exclude using the other sales channels in the market.

Below I shortly present the 5 most relevant of these so called gatekeepers.

In Denmark we estimate 40 % of the population buy design from 250 physical shops and their related webshop. A worlds highest probably.

In Europe we have colloected a database of 3.000 stores that we can select from when we decide to introduce our products to new markets.

PHYSICAL SHOPS

PROJECT SALE

The market for B2B project sale is rumored to be larger than the B2C market.

We see a large potential here as our table lamps are a perfect fit in the office space.

We experience easier access to the project sale decision maker compared to shop owners.

In certain markets the primary access to consumers is through interior decorators. We have no experience working in this field.

INTERIOR DESIGNERS

REFERAL CODES

We have initial experiense in offering discout codes to influencers and Instagram profiles. This is a simple way of creating sale with minimal effort if the influencer will accept this method.

Selling through webshops that are not related to a physical shop is controversial. With no fixed cost and robots tracking prices they outcompete other shops we have spend resources on attracting. Thereby destroying the market.

PURE WEBSHOPS

Contact

In certain markets the primary access to consumers is through interior decorators.
We have no experience working in this field.

We have initial experiense in offering discout codes to influencers and Instagram profiles.
This is a simple way of creating sale with minimal effort if the influencer will accept this method.

Selling through webshops that are not related to a physical shop is controversial.
With no fixed cost and robots tracking prices they outcompete other shops we have spend resources on attracting. Thereby destroying the market.