Each week, we seek expert advice to help a small or medium-sized business overcome a key issue.Mike Gettis and Ari Herberman know that mattresses lack the cool factor of an iPhone. They understand that even though we spend the same amount of time on our phones as we do in bed, no one is lining up to steal a peek at the latest technology behind springs and padding. A mattress is “not going to be on your Christmas list or something you get for your birthday,” says Mr. Herberman, the former director of business development at Groupon Inc. “But what we’re trying to do is actually make it that.”He’s referring to Endy Sleep, the Toronto-based e-commerce startup he launched in March with Mr. Gettis, an engineer and co-founder of the online retail-concept developer Overbrands, with a little help from Calgary-born entrepreneur and investor Rajen Ruparell.The concept is simple. Buy Endy’s high-quality memory foam mattress online and the company will deliver it from its Toronto distribution centre to anywhere in Canada and the United States.On the one hand, the lack of showrooms and sales staff keeps prices low.
While a Tempur-Pedic memory-foam mattress might retail for $3,000 in-store, Endy’s range from $650 for a twin to $850 for a king. But the business model pushes the buying process into unfamiliar territory for consumers.“Mattresses are something people traditionally buy in showrooms. They’re used to being able to touch and lie down on it and feel it,” Mr. Herberman says.One way Endy compensates is by offering a 100-night trial period. If consumers are unhappy, the company will arrange to have the mattress picked up free of charge.While the risk-free trial has proven to be a hook for some – Endy made $500,000 in sales during its first week – the company now needs to find a way to grow beyond the initial buzz and convince consumers that e-commerce is the future of mattress shopping. Toronto-based Endy offers a 100-night trial period. If consumers are unhappy, they can ship the mattress back free of charge. (Kevin Van Paassen for The Globe and Mail)“How do we get into the mainstream?”
“How do we compete with the major retailers doing billions of dollars in business?” The biggest uptake has been the university crowd, where Endy has launched a lengthy marketing campaign, and tech-savvy people ages 25 to 45.Endy also has competition. Last November, New York-based online mattress retailer Casper started shipping to Canada. The company has a hip celebrity factor – Leonardo DiCaprio and Ashton Kutcher are backers – and offers the same 100-night trial and 10-year warranty.“We’re trying to communicate with the people in the middle of the bell curve, to get to the families and the people with cottages and guest bedrooms,” Mr. Gettis says. “[We want to] become a part of the mainstream mattress buying process – instead of just being an outlier.”The Challenge: How can Endy Sleep persuade mattress shoppers to switch from brick and mortar to online?Ed Strapagiel, retail and advertising consultant, TorontoWhen you order an iPhone you know exactly what you’re getting.
Mattresses are a different experience. You can’t test comfort online.One of the things they could do is look at the lifestyle stores like Bombay or Indigo that don’t carry furniture or mattresses right now and see if they could get some floor space to do a pop-up shop, and invite people to lie down on an Endy bed. They can transact everything else online. Or go to a shopping mall and set up a couple of these Endys and really expose the product to a lot of people.Salma Karray, assistant professor of marketing, University of Ontario Institute of Technology, Oshawa, Ont.Sure, they don’t have the hefty price of the mattress stores, but if it’s just about price, you’ll find cheaper mattresses at Walmart.ca or Costco.ca, and they already have really good brand equity.I think what they need to do is really define what value they offer consumers – is it about the price? Is it about organic materials? Is it about the quality of the product? The edginess of the product? Is it a social value they offer?
They mentioned that they donate proceeds to fight malaria, but what is it exactly that makes them different for consumers?From visiting the website I don’t see a clear value definition for this company, and I think a little bit of work on their marketing would help them define who the group of consumers is they want to target.Harley Finkelstein, chief platform officer of the e-commerce platform and point-of-sales developer Shopify, TorontoI think there’s an opportunity to not only sell one single mattress but to use big data, Instagram accounts and Twitter feeds.Instead of waiting for me as a customer to come back to them in five years or 10 years and say we need a new mattress because ours is worn out, maybe Endy could proactively come back to me and say, “Did you know that at this point given an eight-hour sleep cycle on average you’ve slept on the mattress 1,200 hours, and perhaps it’s time to get a new mattress?” It’s almost like creating a smart mattress.Or maybe there’s a subscription service, where I pay some money over time and every four years I get a brand new mattress from them and lock in at a certain price.
I think that’s the type of experience you’re never going to get at any of the big box stores – now it’s a personal thing.THREE THINGS THE COMPANY COULD DO NOWPartner with a big-box lifestyle brand to set up a unique trial station.Rather than give as much information as possible on the website, clean it up to focus on their value proposition.Use social media and subscription services to turn one-time shoppers into loyal ambassadors..Follow Report on Small Business on Pinterest and InstagramJoin our Small Business LinkedIn groupAdd us to your circlesSign up for our weekly newsletterSpecial to The Globe and MailInterviews have been edited and condensed.An earlier digital version of this story incorrectly stated the shipping origin for the mattresses.I've been in the mattress industry over a decade and the #1 question I hear from people is, "What type of foundation or support base should I use with my memory foam or latex mattress? As most of you know, a foundation is the support base or mechanism that sits underneath a mattress.
Both memory foam and latex mattresses require a solid, uniform foundation to work properly. If you currently have an older box spring foundation, definitely read on. The Two Types of Foundations Two Basic Types of Mattress Foundations on the MarketThere are two basic types of mattress foundations in the mattress world today: box springs and foundations. Box springs are, for the most part, a combination of wood and steel springs that act like shock absorbers for a traditional innerspring mattress. Foundations are a more solid structure, for use with memory foam or latex mattresses, and are typically a solid wood top or wood slatted system with a cover. Now, older box springs, typically ones that are over 10 years old, have too much give with their spring systems, and are not a good support base for memory foam mattresses. If you have an existing box spring, it is less than 10 years old and still in good shape, test it by pushing against the springs in several spots.
Make sure the entire box spring has the same consistency in feel. If it’s rigid and firm, with an inch or less of give, then it should be OK to use with a memory foam mattress or latex mattress. If not, then you’re going to have to purchase a mattress foundation. This foundation comes in all sizes. It's perfect for memory foam and latex mattresses. I've tested it myself. Typical foundations on the market today are either steel frame and steel frame/wood slat combinations or come with a nice zippered cover, and a solid, wood top or even tacked cardboard. They are ideal for memory foam or latex mattresses, because they provide a solid, uniform bottom for the foam cores. The less give you have, the better. This wood slat foundation is super sturdy at a great price. Assembled height is about ten inches off the floor, so with mattress it sits at a nice height off of floor. I had a 10-inch mattress on mine. Not too low and not too high. Easy to get in and out. Roll on Wood Slat Foundation
Wood Slat Mattress FoundationsWood slat foundations work well too, as long as the slats are close enough together. We like to see the slats no more than 3” apart or less, preferably 2” apart. You’ll need to measure or make sure with a retailer that the slats are close enough together. Otherwise, you’ll need to put a ½” to ¾” cut plywood or pressboard over the slats to create that solid, uniform bottom (these boards will typically be in two cuts that you’ll butt together, the bigger the mattress you have). Foldable Metal FoundationsI recently tested the Pragma bed platform with both a memory foam and a latex mattress. The platform worked beautifully with both types. It unfolds easily and folds right back up in seconds to store. The metal support strands are close enough together to provide that much needed congruous support. This foundation is great for guest beds that need to be put away after use but would also work well for a main mattress with long term use.
I highly recommend this platform foundation. It comes in a surprisingly small box, because it is collapsable. It is lightweight which makes it easy to move (as you'll see in the video at right) so is great for storage. Memory Foam on the Floor?I get this question a lot: Is it ok to put a memory foam mattress directly on the floor? The simple answer is yes. Because these mattresses needs a solid, uniform bottom and a floor provides that. The floor functions like a foundation. Now, this will be a very low profile bed, because you don't have the elevation that a foundation and frame would give you. Getting out of bed will be a bit difficult. However, many people do this, particularly folks who are just starting out and trying to save some money. Make sure to check your mattress' warranty to determine whether it is affected/voided by not using a traditional foundation. This is sometimes the case. Adjustable Base ShipShape Assembly Video Which adjustable base would I recommend?