Good concept, bad pricing. Not owning your product and selling it at a high markup (starts at cost + ~$20 for small items and converges to 20% markup for more expensive items I believe) will prove to be a non-viable business model. Consider offering some customization, bundling, or outright proprietary products - difficult to do, but that's often the way to own the space. Eg look at Warby Parker and how owning the product allowed them to disrupt the glasses market.
Comments
Good concept, bad pricing. Not owning your product and selling it at a high markup (starts at cost + ~$20 for small items and converges to 20% markup for more expensive items I believe) will prove to be a non-viable business model. Consider offering some customization, bundling, or outright proprietary products - difficult to do, but that's often the way to own the space. Eg look at Warby Parker and how owning the product allowed them to disrupt the glasses market.
Our prices include: tax, shipping and gift wrapping as well. We need to do a better job stating this to our customers.