Niching Case Study: Nancy Reilly

I create and sell furniture made from invasive species for people who love beauty and wish to protect our environment.

entangledfurnishings.com

#sytycn2014

Tad’s Rating:

9/10

Contest Rating:

8/10

Average Rating:

8.5/10

Tad’s Comments:

For me this is a very solid 9. The only thing I can think of right now that would make it a 10 is knowing where you’re based and where you sell to. After all what’s invasive in California (eucalyptus trees) are perfect where they come from (Australia).

This is a great example of an implicit niche. The what is clear (furniture) and so is the how (made from invasive species). Your target market? People who are into that. And so, of course, you will end up having a lot of different target markets.

This is such a brilliant and innovative ideas. You’ve turned a problem into a brilliant opportunity that makes our world better and more beautiful all in one fell swoop.

Niching Contest Participant Comments:

6/10: Unclear on what “invasive species” means. Can you clarify?

8/10: Just want to say it sounds intriguing, invites to your website.

9/10: Love this message. Because invasive species differ among locations, it would be helpful to know where you are.

9/10: I like it a lot.

9/10: LOVE the name – makes me feel like I might be buying a piece of Wonderland. Specific (but large, which is good for you!) target market.

9.5/10: I know all about invasive species, have had many types from trees, shrubs, and vines in my gardens over the years and cutting digging and rotavating only way to remove – excellent idea to make the hardy furniture.

7/10: I am waffling on rating this one. I understand what you are offering and totally support your intention and creativity. I agree that too few people know what an invasive species is and how they affect the environment. It feels like this is the seed from which a more focused statement and supporting photo could grow so I give it a 7. I might suggest leaving out “and sell” as it is implied in “for people who love beauty…”

10/10: I love what you have to say to your niche and I love what you are doing.

10/10: I know exactly what you mean by invasive species, so as a person who wishes to protect the environment I love the idea that you’re harvesting troublemaker plants and using them for good. However, clearly not “everybody” knows the term, so the question becomes whether it’s more important for more people to understand what you’re doing, or for fewer people to go “yes, I totally get that.” Of course in real life we have more than 120 characters.

Oh I love your products! They are beautiful! That said I don’t know what those raw materials are called (twigs? Branches? I don’t know. What do your clients call them?) But invasive species gives me a negative view which you don’t want associated with such beautifully crafted work.

6/10: I am asking the same as everyone else, what is invasive species?

6/10: I’m also unclear on the “invasive species”. If I knew what you mean by that I’d give it a 10.

I love this so.

9/10: LOVE THE IDEA!

7/10: Invasive species threw me off, but this sounds cool!

7/10: I love that I thought about aliens! could you say non-native trees?

Nancy Reilly’s Reflections:

n/a

The Revised Niche:

n/a