Business Performance
What is the business situation?
Nugget Comfort Company was first launched on Kickstarter in 2014 and pushed the boundaries past typical “furniture”, creating a unique and personalized blend of a multidimensional couch and bean bag. Looking to attract middle to upper class mothers, Nugget seeks to create fewer, but more meaningful routes of connections between potential customers and their e-retail and direct sales website. Strictly selling online, Nugget ensures higher quality, lower prices, and increased customer service with their product.
Why does it matter?
Nugget Comfort Company developed a product that’s unique to the furniture industry, with a highly customized and adaptable piece of furniture fully functional to fit multiple rooms, situations, and stages in a child’s life. Focusing on selling online, eliminating brick and mortar stores has created a new opportunity of furniture commerce. As a new company, relying on initial sales in the first few years of business is vital to the success of Nugget and continuation of quality level products for consumers to love. While a 15,000 dollar budget is not large, by focusing campaigns geared towards mothers as well as targeting children to instill interest in their mothers, earned media will be the most useful component of the Nugget marketing campaign.
What are the barriers?
For many, furniture buying is a practical and logical decision purchase a family or mother has to make. Because of this, typically there is little fun associated with furniture shopping. Because Nugget offers such a customized, online purchase experience, this company has the opportunity to break free of the “unsexy” decision making of furniture by having a personal online experience with their innovative furniture product. This could help them break free against other competitors. The only downside is there are no brick and mortar, or in person stores for consumers to test the product. For some, furniture is a purchase many people want to see or test for aesthetics and comfortability. Nugget’s marketing scheme will have to convince people that buying online does not mean taking a risk with their furniture.
What are the gaps?
Nugget’s lounge furniture is transforming what is typically known as a piece of furniture. As stated, Nugget’s lounge furniture offers different personalized color options for every piece of the furniture to personalize the piece to each individual owner, a customization that is unique from many furniture makers. Additionally, the furniture allows the owner to adapt to everyone in the household, transforming to many different forms in which the person can sit, lay, or relax upon. In this sense, the adaptedness of Nugget’s product makes it beyond a one function only furniture. It allows a sense of creativity in its creation and use, which sets it apart from competitors. Furniture buying is typically seen as a mundane task, yet Nugget provides a personal interaction with the consumer to rethink the furniture business.