How did the idea
- Why did you decide to open online store of designer furniture?
Paul: From the moment we started to produce furniture - we are very good at selling it. Online shopping has become a logical continuation of the story.
Alexander: We have long thought that we want to sell and that specifically allow our capabilities. We stopped at the home accessories and furniture Russian designers. In 2012-13 was the peak of popularity of these areas, so we started well. A little later, we began to bring and sell foreign brands of furniture, decor and fixtures. Now I shop the range of Spanish, Italian, Russian, Croatian, Polish and English furniture factories.
- As far as I know, the showroom you do not. You plan to open?
Alexander: Rather yes than no. But at the moment all the forces thrown at internet site.
Paul: In the short-term plans do not, but in the medium term, we will open point. Buyers often wonder where you can see the merchandise, so try to make everything nice and comfortable for them.
- famous or well-known brands often do you buy?
Alexander: Well I remember that we bought Artemy Lebedev, right through his assistant. Of companies - Leroy Merlin, Coca-Cola, McDonald's, Urban Group, Chop-Chop, etc.
Paul: Sometimes the order of organization, from which you least expect. I remember Moscow Zoo and State University of Oil and Gas named after IM Gubkin. More often order children are well-known politicians and public servants.
about money
- What now earns online store Fields?
Paul: I can say that every year we are increasing the turnover of exactly 2 times for 4 years. Our goal for 2018 - 60 million rubles.
- make money?
Paul: Yes. We are in the first year were profitable. When a small business or a business without investment, you are either profitable or corpse.
- How did you do it?
Paul: Everything is very simple. I immediately knew that it is necessary to work, combining different positions. Unfortunately, the most important work is the most interesting is not. Delegate only those areas where finely tuned processes. First you need around how to understand, develop, and then to hand over power. I worked out for myself a few rules: work hard, work well, not Noah.
Alexander: Therefore, a small business can hardly be called a business. Rather, it is about self-employment. If you need a design - become a designer. File a tax return - you study accounting. Increase sales - read the relevant literature. Only such an approach has a chance of success. We guys are hard-working, not afraid of work.
- Do you attract investment?
Paul: Professional investment ever. Once we took a bank loan 700,000 rubles, but spent it so ineptly that it does not count.
Alexander: But we have got a cool experience how not to manage money.
- That is, no investments were not from the outside. Developed on your own?
Paul: Yes, always reinvested profits and continue to do so.
Alexander: We sometimes discuss the possibility of attracting investment. For us, this is an interesting topic that will dramatically break into market leaders.
- How much do you have invested their money originally?
Paul: I do not remember exactly, but it seems we are thrown off on accessories, it seems, thousands of 80.
Alexander: Yes exactly. And yet for the first batch of furniture to 30 thousand rubles.
Paul: It always seems that we have invested very little money. Us from the very beginning as a very lucky with the developer and our first site of us has managed in 9000 rubles or so.
- How many employees do you have?
Paul: The team Fields have 4 permanent employees and 8 more people work remotely. Basically, it copywriters, content managers, designers and logisticians.
about the sale
- How to build sales?
Paul: We automate everything. Each order is integrated with CRM and we immediately see where the buyer came to if previously ordered, the manager comments and a lot of useful information.
- How do you know which product should advertise, and what not?
Paul: Statistics are conducting all the goods, depending on various factors. There are basic metrics - views, clicks and sales. There are more specific - the seasons, trends, popularity.
Alexander: I'll tell you how to operate specific metrics, and why we think they are. For example, after the release of the transmission about the repair and interior design at the famous channel, we make a selection of similar goods, which were used in the project. Our subscribers have segmented audience that watches these programs. We do them email-newsletter and get very good sales.
- What sales channels using?
Paul: We use all available channels, in addition to the adult-traffic sites.
- Where is the most effective traffic?
Paul: If we're talking about the volume, the contextual advertising and organic search for the most effective channels. If we talk about the channels with the lowest cost and the greatest impact, it is social networks, email-newsletter, native advertising.
About the competition and the market
- Who from foreign or perhaps Russian companies you dub?
Paul: At first, I stare at Westelm, Crate & Barrel, CB2. But then I realized that they are a bad example for the Russian market. Now we have only to compare themselves in the past.
- Who is your main competitor?
Paul: Our laziness. In Russia, because there is no competition. If you are not engaged in the installation of windows and air conditioners, then have to fight with yourself only.
Alexander: I do not agree. Just as always, we are speaking from the position of small business. Medium and large business divide the market among themselves and a keener sense of competition. Our competitors who sell all the furniture in the segment of "medium plus" through the Internet.
- What is the future of design furniture market in Russia?
Paul: I do not think that it is possible to divide the market into furniture designer and some other. Furniture market is homogeneous and significant distortions are expected. Only if all of a sudden in the country begins to grow the middle class.
Alexander: For the entire market will not say, but the share of the Internet in the sale of furniture will increase significantly. virtual reality technology that actively contribute. Why go to the store and spend half a day, if you can put on the glasses and see the furniture with his own eyes. Although unlikely to sit on the couch. In any case, the market will change, and we will observe and adjust.
About everything
- It is believed that a friend can not do business together, often konfliktuete?
Paul: Conflicts happen, but it's hard to really quarrel with the person with whom you communicate for a long time.
Alexander: We clearly divided responsibilities, so conflicts are very rare. For 5 years I do not remember a single serious.
- Who are the entrepreneurs had a significant influence on you?
Paul: I think that the main influenced by businessmen from the American literature of the twentieth century. Why are Cowperwood Frank, Hank Rearden, Dagny Tagert. People who want to be like. In life, these do not happen.
- What is the most important thing in online business and what you want to achieve?
Paul: Buyer. Everything we do, all striving for - to create the best services and convenient facilities for a comfortable buying furniture online.
Alexander: I agree. Everything is done for the sake of customers, and thanks to them. They are the main.
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