SwingLab answers the growing demand for stylish porch swings with a sleek, modern look. Since 2012, design-conscious customers around the world have sought out our flagship product: A thoughtfully crafted swing with clean lines and modular backrests that easily move for sitting or lounging in different positions.
It's time to scale up, but SwingLab is a part-time endeavor for me. I avoid promoting it, because I can only handle a few orders a month. For the buyer willing invest in marketing — and in the inventory to fulfill the resulting increase in orders — SwingLab is poised to fill a large and profitable market.
Financials and traffic
While shopify is the main sales channel, I also sell some through Houzz. I also have a small number of direct sales.
Numbers below are estimated averages.
Average overall profit margin
Average number of sales/month
Value of inventory
Revenue and traffic data from this graph is calculated by Exchange and can not be edited by the seller. Average profit, profit margin and number of sales are provided by the seller. Learn how Exchange calculated this data.
I don't spend anything on marketing because I really don't have time for anymore orders.
Inventory value as of June 2018. Inventory includes:
-edge glued cypress panels
-welded and polished aluminum frames
-stainless steel hardware and cable
-cardboard boxes and shipping materials
-logo brands and stamps
-patterns and jigs
This business launched a one-of-a-kind product that earned acclaim from design leaders, who have featured it numerous times in print publications, blogs and social media outlets. SwingLab satisfies a market niche few competitors are addressing. Since it has grown steadily with virtually no spending on promotion, there is tremendous potential to grow both the product and the SwingLab brand.
Since 2012, I have continually streamlined the production process to maximize financial and time efficiency. In addition to the SwingLab Shopify store, I am also selling the plans and designs for the product. This includes all specs, supplier contact, marketing materials, and available inventory.
How can the future owner improve the business?
Many customers want to customize the color of the metal and the color and species of the wood. A wider product offering with more size and design variations would certainly lead to more sales. Focused marketing, particularly to Indians and Indian-Americans (a particularly strong customer segment) would yield results. I never implement these changes because my manufacturing and supply chain couldn't handle the volume of orders I know it would generate.
Someone with a good mind for fabrication could reduce the cost of making the product and boost profits. Full-time employees or relationships with factories could help. This could include overseas manufacturing. I currently make, or have made, all components in the USA. This is a great part of the story, but it makes for an expensive product.
A talented designer could add more products to the SwingLab family, which would surely boost sales.
What work have you put into the store?
Proprietary design of the product.
Proprietary design of the flagship product
Marketing (Shopify website, exposure at events in NYC, social media accounts, etc.)
Professional video production
Supply chain management
PR (resulting in coverage on design blogs like Apartment Therapy, Design Sponge, etc)
Personal customer support
How many hours does it take to run this business per week?
I'm an engineer and product designer whose modern porch swing tapped into a niche market with international appeal. Since I only have time to operate SwingLab as a side business, it's ripe for growth and ready to scale. How far will you take it?