2 Presentation title - edit in the Master slide

 

A Bright Idea Turns Global:THE MATHMOS STORY

CRESSIDA GRANGER M.D.

3

“ The Perfect Gift for one’s friends one’s relatives and dash it all oneself ”

4

Manufacturing the original lava lamp in Dorset

Mathmos also designs a range of other ambient lights

Our lamps are mainly for home use, often bought as gifts

We also supply bars, clubs and sensory rooms

Most of our sales are export

Twice winners of the Queen’s Award for Export

MATHMOS BUSINESS

5

WHOLESALE TO ETAILTraditionally we sold direct to retailers in some export markets

Through agents and distributors in others

We were online early with an award winning website in the 1990s

Gradually more business has shifted to online sales direct

We are now 50/50 turnover

But contribution is far higher for the etail side

6

BENEFITS OF ETAIL OVER WHOLESALENo middle men pushing up prices and eroding margin

No waiting and chasing for payment

Control over your product and brand presentation

Less stock, less cash, less headache for the same profit

Direct relationship with the end consumer

No price wars eroding the value of your goods online

No wholesale costs; trade fairs, brochures, staff…

Speed of innovation and communication

7

WHY BOTHER WITH WHOLESALE ?To reach minimums for overseas production

To maintain a high street presence for our products

We make some money..

To supply public spaces and business areas we can’t reach directly

To reach export markets who are behind online

To sell very low value items

8

OUR ETAIL STRATEGYLocal sites, hosting, currency, languages and support in key countries

Pan European site scooping up the rest

Exclusive international etail model out of Europe

Focus on owning a niche and driving people to the sites that way

Proactive online PR, targeted AdWords spend

Amazon across Europe

We have just begun

9

MANAGING THE TRANSITIONSevere pruning of our customer base

New Terms and Conditions for existing retailers

Close management of our I.P. images, trademarks etc.

Use Amazon marketplace not as a customer or route for others

Constant close monitoring of the online space

Be brutal control your own brand, products and profit

Our aim is to have the shortest route to the consumer

over as much of the world as possible.

THANK YOU