Chris Nordyke answered:
First of all, you need to get really clear on who your actual customer is, and where they are. Are you actually selling direct to Gen Y (ie, internet, retail stores, etc) or is Gen Y your end user (ie, you're really selling to distributors or directly to corporations, site managers, HR professionals, ergonomics, etc)
Secondly, desks are boring, but workplace fitness and holistic wellness are en vogue right now. People are thinking about this stuff, hence the major success of Jawbone Up, Fitbit and Nike Fuelband.
If you are indeed selling to Gen Y directly, you're likely selling to someone who's a remote worker, an independent contractor, or entrepreneur-type. If they're a remote employee, there's a decent chance they're being given a furniture allowance to buy an office chair/desk, etc. That means they're using someone else's money.
You need a story around your desk. How does it fit into the Gen Y, self-employed, mobile lifestyle? Why is it more than just a desk? How did you create the desk with Gen Y in mind.
There's tons of fodder here for blog posts, product videos and even interviews with wellness professionals. It doesn't all have to be about the desk. It's about your story.
A perfect example of this is the BulletProof Exec, Dave Asprey. www.bulletproofexec.com
This guy is making a fortune out of selling coffee and coconut oil and other wellness products. He's got a vivid story he's telling, gives away lots of great information, and most importantly, is helping people live the lifestyle they desire. They buy coffee from HIM, because he's earned their trust.
If people buy into the story, they're more likely to buy the product.
I question the price point a bit. A nagging question in the back of my mind is- how could this be a high quality electric sit/stand desk at $299? You're going to need to explain that to folks. (a "making of" video)
I think the average Gen Y professional will question the quality- especially given other sit/stand desks are $600-2500.
Again, it's less about differentiating from your competition, more about creating a story people connect with.
5 answers
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about 11 years
