E-commerce and own brands
Fold & Grain
Own-brand home textiles. Sold direct.
$1,243,600
annual revenue
52
decisions
3
directors
3
years
8
team
Winning a customer costs 40% more than it did a year ago.
The debate they have open today.
What it is like
- Revenue7
- $1,243,600 a year, and 38% of it lands in two campaign months.
- Maturity6
- Three years in. The brand is known, the team is small.
- Complexity8
- Stock, suppliers, returns and shipping, all at once.
- Pace7
- Fast because the season does not wait.
- Risk8
- It all rides on paid ads and on what a customer costs to win.
- Upside8
- Room to grow, once they get inventory under control.
Its board
- Nadia OkonkwoMarketing director · Level 16
- Henrik SolbergOperations director · Level 15
- Clara BenítezFinance director · Level 14
Its rooms
Boardroom · Marketing · Operations
3 decisions. 49 more inside.
These are only 3 of the 52 documented decisions of Fold & Grain.
Running out of stock in the best month of the year
They ordered late and the campaign ate the inventory. The demand was there and there was nothing left to ship. It is the decision that cost them the most.
Starting with three products instead of a catalog
Sheets, covers and one blanket. They ruled out launching with twenty items: each one is molds, photography, stock and a sales forecast nobody knew how to make yet.
Manufacturing in Asia with ninety days in transit
Unit cost came down 34% against the European supplier. They accepted the ninety days without ever having lived through a campaign.
52 documented decisions
3 visible · 49 inside the .ziri
With their reasons, their dates, the rooms where they were decided and the links to every person who took part.