Dollar Shave Club for Couches Shows Upside in Asking ‘Why Are Things Sold just how They Are?’

In this bout of ‘Problem Solvers’, we follow the road of Burrow, a company reimagining how furniture comes.

Introducing our new podcast, Problem Solvers with Jason Feifer , which features companies and CEOs who experienced a crippling business problem and arrived the other side happy, wealthy, and growing. Feifer, Entrepreneur’s editor in chief, spotlights these stories so other business can avoid the same hardships. Listen below or just click here to learn more shownotes.

Here’s the most exciting questions in today’s economy: How come this thing sold in this manner?

Asking this question reveals a variety of opportunities for startups to disrupt old industries filled with entrenched, major players. Companies like Harry’s and Dollar Shave Club, for instance, questioned why razors are costly and cumbersome to get, and solved the problem by launching affordable subscription services. Caspar asked why mattresses are so expensive, and solved the problem with a straightforward, shippable mattress.

Related: This Founder Shares How She Could Attract Better Customers By Increasing Her Price

But of course, the road to success isn’t as simple as it might sound. A whole lot happens between asking the question and solving the problem, and in this new bout of Problem Solvers , we explore those challenges in the centre. We’re telling the story of Burrow, a company that sells an individual, high-quality sofa, which it mails to customers in easy-to-assemble pieces. However in order to perform its goal, it had to navigate the countless pitfalls of the furniture industry, and create a manufacturing process from scratch.

“You understand, there’s no roadmap because of this stuff,” says Burrow cofounder Stephen Kuhl, “and among the things we learned is, if your business is likely to be unique, you can’t just ask other folks how exactly to do it and they’ll give you a hand. You’ve surely got to learn on the fly.”

Today, Kulh has won over the largest manufacturers in the furniture industry, and sales of his sofa are increasing. How did he do it? Pay attention to this new bout of Problem Solvers.

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