Know-How Exchange : Other

First impression is "me likey". Good design with sense a quality. However when I clicked on the button, and was asked to create an account, you lost me.

Perhaps just requesting my email address would be a better way to get things rolling.

Steve

The description for the product is missing important details: dimensions, materials used, made in US (or overseas), price, warranty, mounting information, unique fit, etc.

In terms of imagery, I'd like to see the human scale of things (in addition to the details of the product). You're selling more than the product - you're selling the "look/lifestyle". By showing it in use you're helping people to better see how it can fit into their life/office.

This product and your question almost demand a legitimate concept test to identify the primary target audience, zero in on the most important benefit, and get a sense of how valuable it would be for them (so you can begin to determine if the price is right).

The research could be done online relatively inexpensively. The cost will be in thinking through the questions and structure of the study, and perhaps in analyzing results so you identify the right segments.

If you want a good referral for this, let me know. I've done several concept tests like this using the same supplier/research consultant, and they've all been very useful and well worth the cost. Clients always thank me for steering them in this direction.

The current photo location is temporary, for M'Prof's, only. And it's just a rendering from a CAD file. It's a half representation when you consider it shows no actual wood grain or joinery.

But to assess better, I'll add some data plus repeat some:

Retail: $120
Dims: 16"L x 6" H x 6"D
Materials: Solid maple and walnut
Warranty: Lifetime for materials and construction

Nevertheless, I need feedback on fundamentals: problems of useage, lifestyle, or merchandising.

Karen and Ryan: Ryan's correct... showing product with labels on the front is defacing the product. I've decided, unless someone has an aesthetic solution, to let the consumer do it at home. And we'll lose .005 % of sales - anyone think it'll be alot more?

Karen: Access: I'll think about this issue more. However, did you see the tabbed index cards at that photo site? That covers the organizational aspects. Physical access is different....

...As presented now, we'll lose .0025 % of sales - anyone think it'll be alot more? [as a note, we measured the space clearances for our index and recipe cards, and other media. We can't see the problem from our vantage point]. But certainly perceptions kill deals. And it doesn't hurt to correct the perceptions. We'll play with it once a prototype arrives - 2 weeks away. NOTE: the drawers are removable. Of course you have to say or show this... maybe that's the solution.

For a startup different colors are a tough nut. However, as it's 90% maple we are assured by a reliable source it will appeal broadly enough. [Remember, it's not furniture. A small accessory affects the home less. I worry about style more than color at this point. This style ain't goin in many homes with Queen Anne or Colonial furniture].

Karen: Sturdy enough to stand on. After playing with it I think our prediction that once filled a cabinet placed on top of another is heavy enough it won't move. Again, a photo of this is a good testimony to this as a first start. [There are simple woodworking adjustments to guarantee stability if we need to. And this can be shown if required].

Karen: Add-on products: We will eventually add a single-drawer unit. People can add to their 3-drawer unit if desired. Better yet: they can buy 3 single units and use them in different rooms, or can buy to test with a small investment.

UPSHOT: We have a challenge with presenting this product. It does alot. Mind you, on some websites, or stores, they will only sell a subset of the accessories. Some will promote as a vertical product, only; like a recipe holder or photo box, etc.

Who is the customer: If I had the mailing lists from Stickley Furniture, Ethan Allen, Thomas Moser, or Williams Sonoma I'd make money. And I think at $120 I can go downstream a bit on household income. These brands have awfully high averages.