Case Study: Custom Furniture Industry.

The following is a case study based on a real-time client of TRD studios. The name of the client is withheld due to privacy concerns. 

The Case-Study is on an up and comer in the crowded custom, modular furniture industry.

I. Introduction of Company X (Name not Disclosed)

JOURNEY SO FAR: 

Great things take time. With every stumbling block, Company X elevated their product and business model to a whole new level. Company X was established in the year 2015 to design wood based furniture and interiors. Soon, Company X observed the acute necessity for creative and custom designs in furniture production. In the fullness of time, Company X recreated themselves with distinctive designs, production processes and quality materials.

CORE CONCEPTS:

1. Modular Interiors
2. Compact Furniture
3. Smart Interiors(Automation) New Age Materials
4. ISI™ Certified Materials
5. QuickTurnaround Period
6. Wide Range Of Accessories
7. International Quality Materials Warranty Upto 10 Years

SERVICES:

Small Scale Production	Large Scale Production
Smart Furniture	Wooden Homes
Solid Wood Furnishing	Warm Shells
Varied Material Production	Furnished Structures
Interiors & Furnishing	Off-grid Housing
Customised Builds	Industrial Housing
Compact Furnishings	Composite Material Structures

WAY AHEAD:

To establish themselves as the leader in the furniture design space, they adopted a progressive action plan. Starting with a solid digital presence, they aimed to carve a niche for themselves in every relatable facet.

II. Solution proposed by TRD Studios

a) TRD’s PROCESS:

Our approach in understanding the client and creating impactful experiences makes us a human-centric design studio. That is where we found our alignment with Company X. Our core work style resonates with Company X’s personality.

And, we believe that building a powerful brand personality follows incorporation of its foundational values and attributes in every facet. We seek to add value to Company X in the content and design spaces. We identified a range of characteristics in Company X across two major segments: 

• Brand Personality 
• Product Personality.

Company X has three foundational and guiding attributes: Dream, Build and Innovate.

We identified a Process to the Dream, Medium to Build, and Solution based on Innovation.

We adopt a systematic approach in understanding our client’s personality, delineating their requirements and designing custom solutions. Each of these stages further includes eliciting answers for WHY, WHAT and HOW, thereby comprehending their purpose.

b) PROPOSED BRAND PERSONALITY:

Value-Oriented: Company X’s promise to deliver top-notch quality products is the propelling force. The commitment to provide quality products and nurture trusting relationships with the customers, lies at the heart of the firm. Company X has humane attributes that justify every facet of the firm.

 Confident: Company X’s team has an indomitable trust in their values, approaches and skill set.

Audacious: With intense confidence exuding at every level, Company X makes bold moves when it comes to working on unconventional designs.

Empathetic: Standing in the feet of customers, Company X empathizes with client’s perspectives and elicits their requirements. Hence, that allows the team to anticipate and visualize their future necessities.

Well Planned: A comprehensive understanding of the client’s perspectives enables Company X to create an organized approach and innovative designs. 

Clear: Starting with a clear end in mind, Company X can adopt efficient mechanisms in delineating the strategies that build creative products.

Company X has three foundational and guiding attributes: Dream | Build | Innovate

We have identified: PROCESS TO THE DREAM, MEDIUM TO BUILD, SOLUTION BASED ON INNOVATION

c) PROPOSED PRODUCT PERSONALITY:

Quality: Company X has a firm adherence to the quality of its products and materials. It is committed to delivering high-end products. Production quality is maintained throughout. But what makes Company X stand out is its after-sale quality checks. Instead of moving on to the next client, the team at Company X travels with every client they’ve worked for. Feedbacks are taken from the client and every review is considered with a highest regard.

Customer-Centric: Customers form the prime face of the design. Their requirements, tastes, preferences are integrated into every stage of the design process. Company X’s products strive to depict the client’s personality in every possible way. During the ideation stage, 3D visualization of the proposed product is presented in its entirety to the client. This keeps the client well informed and makes them a key resource of the production process.

Standards: Company X established certain quality and operational standards that reiterate the firm’s commitment to offer high-end services. For example, the firm ropes in international consultants to fine tune designs and add innovation if necessary. Company X is uncompromising in its standards. And this isn’t limited to the firm alone. It extends to every external service that works on outsourced products. 

Efficient: Efficiency in working always accompanies the commitment to delivering superior quality products. Company X utilises expert craftsmanship in a structured and organised approach, to develop products that are in-line with customer expectations. 

Exclusive: With imported wood materials and customised design solutions that are customer-centric, Company X offers exclusive designs that are inclusive of client’s requirements. 

Affordable: Affordability is a key aspect of Company X’s products and services. Keeping the quality standards and customer requirements in line, they are strategically priced in a way that is end-to-end beneficial.

 d) PROPOSED BRAND and DESIGN LIFECYCLE:

e) BRAND AWARENESS:

Portfolio includes-

• Brand Story
• Brand Identity Docs 
• Process Docs (Design)
• Process Docs (Manufacturing) 
• Services
• Market Segmentation 
• Problem Solved
• Why Us
• The Furniture Future

f) BRAND IDENTITY:

These are the brand collaterals we recieved and the description.

Logo: The logo is basically a home represented with a couch which was the first logo. As it started off with customised furniture.

 The added home goes to display the wooden structure and interiors we have lately gotten into.

III. Digital Presence

a) WEBSITE AUDIT:

• If you can share your login details, we can run detailed SEO Analytics and analyse Company X’s current digital presence more accurately.
• The home page interface is very ‘simple and basic’. We have a wider scope to enhance the visual appeal of the site and make it more user-friendly.
• The current Home Page loading time is 30seconds. We can utilize advanced techniques to reduce the time by 15 seconds.
• The Products page displays a single image to the customer. However, we can add more images of the product across different dimensions so that the customer can make an informed purchase decision.
• The existing website is not built with a consistent theme. We can build an impactful website by using uniform designs and themes.

b) WEBSITE INSPIRATION:

1.  www.christopherguy.com 
2. www.davidlinley.com 
3. www.marquis.com.sg
4. www.livspace.com
5. www.josmostudio.com
6.  www.studiowood.co.in 
7. www.studiohaus.in 
8. www.differniture.com 
9. www.thepurpleturtles.com

c) WEBSITE PERFORMANCE REPORT:

What do these Grades mean?

This report is an analysis of your site with Google metrics for how to best develop a site for optimized speed. The grades you see represent how well the scanned URL adheres to those rules.

Lower grades (C or lower) mean that the page can stand to be faster using better practices and optimizing your settings.

What’s in this report?

This report covers basic technical analyses on your page. It is categorized as follows:

Executive: Overall score information and Priority Issues 

History: Graphed history of past performance 

Waterfall: Graph of your site’s loading timeline 

Technical: In-depth page speed & Y slow information

d) DIGITAL COMPETITOR ANALYSIS:

Metrics	Company X	www.livspace.com
Page Size	581 KB	203KB
Word Count	210	1,001
Image Count	21	88
Link Count	28	260
Frames	Frames are used	Frames are not used
Text/HTML Ratio	0.44%	6.33%
Favicon	Favicon is present	Favicon is not present
Language	en	Language missing
Load Time	0.1 Seconds	1.48 Seconds
WWW Resolve	The website with and without www redirects to the same page	It is not redirected to the same site

Recommendations:

• Fast and optimized pages lead to higher visitor engagement, retention, and conversions. Recommend keeping pages under 100kb and pages above 500kb may not be fully indexed in the search engines.
• A minimum of 100 words and a maximum of 500 words is best.
• Fast and optimized pages lead to higher visitor engagement, retention, and conversions. Recommend keeping pages under 100kb and pages above 500kb may not be fully indexed in the search engines.
• A minimum of 100 words and a maximum of 500 words is best.
• Total number of links in a web page. You should avoid having more than 100 links on a web page.
• Frames split a web page into multiple pages making it difficult for search engines to crawl all of the content on the page. Additionally, frames make targeting keywords difficult, bookmarking nearly impossible and problematic for backlinking.
• The Code to Text Ratio represents the percentage of actual text in a web page. 0-10 % – Consider adding more content or revamping your code. 11-24 % – Content is moderate, but always room to improve. 25+ % – Generally good, but don’t overdo it.
• A custom favicon is useful because it tells people about your site. It is your brand. A custom favicon helps you sell your site and the information you provide. 
• You have specified the language of your website, which is great. 
• Higher the page load time, higher the bounce rate.
• Canonicalization is the process of picking the best URL when there are several choices, and it usually refers to home pages. Google sees www.samplesite.com and samplesite.com as two different pages with identical or duplicate content. 301 Redirect Non-www version of your URL to www version, or Vice Versa.

IV. Proposed Marketing Mix

a) BRANDING, MARKETING and ADVERTISING GOALS:

1. Increase Sales
2. Branding, Social Media Management and Lead Generation
3. Increase awareness  of the product
4. Create a community 
5. Create Channel Partner Network

b) MARKETING MIX:

The Marketing Mix was suggested taking into consideration Company X’s goals and distributing the goals in terms of priority.

Branding	LeadGen	Community Management
SEO/ Website	SEM	Email Marketing
Social Media	SEO/ Website	Newsletters
Newsletter	SMS +Whatsapp Campaigns	Events & Trade Shows
PR	Email Marketing
Social Listening	Events
Events

c) BMA PROJECT TIMELINE

V. BMA ROI Projection

a) ASSUMPTIONS MADE:

1. For Leadgen Campaigns
   1. Impression to Clicks- 40%
   2. Clicks to Leads- 45%
   3. Leads to Sales- 13.45%
2. For Display Campaigns 
   1. Impressions to Clicks- 10%
   2. Clicks to Leads- 25%
   3. Leads to Qualified Leads- 1%
   4. Qualifies Leads to Sales- 30%
3. Average Sale- Rs 30,000/-

b) PROJECTED REVENUE CALCULATION:

c) PROJECTED EXPENSE CALCULATION:

d) ROI CALCULATION:

VI. Conclusion

All the analysis mentioned in the case-study are real-time research conducted by the TRD team. However, since it’s a real-time project, a number of information and the way the projections are calculated are kept private. For more information on how the projections are computed, please reach out to us at [email protected].