from observation to idea
It was March 2020 and life as we knew it ground to a halt. The COVID-19 pandemic had its grip on daily life, coloring every aspect of how we interacted with the world around us.
I was waiting in line outside the entrance of a local market minding the steady beat of operations. As one customer exited, another was invited in. Shelf stockers doubled as traffic attendants, negotiating maneuvering carts and customers down one-way aisles.
Some stores adapted better than others, and those that felt less chaotic had implemented thoughtful processes and procedures. The range was stark. From stores with no order struggling to manage customer flow, threatening their ability to stay open, to those that had adopted rudimentary tape markings on the ground that would peel up at the end of a day’s foot traffic before needing to be reapplied.
I thought, there has to be a better way.
from idea to market in 72 hours
Business owners and operators had few options at the time, none of which paid mind to brand or aesthetics if that was of concern. Paint was too permanent. Tape would peel up, posing a trip hazard.
A good solution would need to be clear to the customer and help manage flow. It would need to apply both inside and outside, holding up to the elements. It would need to adhere to a range of surfaces; concrete, epoxy, hardwood, tile, and vinyl.
At the time, floor graphic solutions, large adhesives, were being used for marketing purposes–installations and activations of brand sponsors, giveaways, and logos. They hadn’t yet been adapted for this use case where brick and mortar stores desiring to stay open during the public health emergency would need to follow strict guidance on social distancing and capacity rules.
After researching public health guidelines, materials, and interviewing store managers, I selected a graphics printing supplier. I designed stickers for a range of scenarios and applications, some had footprints, others with arrows, and text; vinyl for indoor, aluminum for outdoor; and colorways that would be conducive to its utilitarian purpose, yet consistent with any brand palette.
I obtained prototype samples and took them to local stores before they opened that next morning. The reception was overwhelmingly positive and I had obtained my first sales.
I legitimized the business. Filed paperwork. Paid fees. And later that day, after a day of building, launched a digital storefront. The first floor graphic product purpose-built for pandemic-era pedestrian traffic management.
results and learnings
Shortly after launching online, orders started to come in from across the country. What started as an idea on a Thursday evening became a full-fledged business before the weekend was out. It was genuinely fun, it was exciting–and I learned a lot.
Word of mouth was, and is, a powerful marketing tool. Tangerine quickly became the best-selling SKU. While a great color, I was scratching my head. Only after analyzing orders did I connect the dots. A manager at large national company had placed an order that would allow their site to reopen in accordance with state guidelines. They shared with peers at the same firm so that they could do the same, and the chain continued.
A note on SKUs. Simplify, simplify, simplify. While I had stood up a solid inventory and order management pipeline, I had indexed a great deal on optionality, trying to serve the masses from the start. I had 14 colorways and 10+ different scenarios–arrows, text, footprints, and even custom for customers wanting to upload and add their logo. For some variants, I never sold a single unit. While printing was on-demand and I didn’t have a back stock of pre-printed or minimum order sizes to account for, from a customer’s perspective, the options could be overwhelming. I had paid a great deal attention to positioning, product images, frequently asked questions (FAQs), and search engine optimization (SEO), but could have been even more intentional and resolute about simplifying options for the customer rather than trying to start with an ambitious idea of something for everyone.
That said, adapting and innovating was crucial. While I arguably had the first purpose-built floor sticker for this use case, I knew that in time others would follow, including those for whom this space was their dedicated domain. While hindsight has me phrasing it that way, adapting and innovating, in the moment it could be best summarized as being responsive. I had my finger on the pulse. Meeting with and understanding the needs of prospective customers. I had developed insights about the market, trends, and needs. While I made a conscious effort to reduce friction in the buying experience, allowing the customer to make an informed decision, I was also responsive if they did reach out with questions–offering real-time chat, or form fill to email that I tended to around the clock from my mobile device.
Helping businesses reopen was the most rewarding part of the work. I obtained personal messages of gratitude and pictures of stores with the graphics applied, open for business. From mom and pops with novelties and knick-knack, to markets, gyms, theaters, and manufacturers alike, businesses across the country were reopening in small part because I was making it easy for them to comply with state and local guidelines.
The first step is the hardest. Though cliché, it’s true. Overcoming the initial inertia to simply begin was critical. After making the observation and having the idea, I asked myself, why hasn’t anyone else thought of this yet? Have they? If they have, there must be a good reason they aren’t doing it… Questioning oneself and even sharing with others was, for me, rate limiting, even vexing. I had an overwhelming belief that this was a good idea and that if I didn’t do it now, someone else would later. If I could help businesses reopen and stay open, that was inherently a pursuit deserving of my time, energy, and attention.
We fulfilled more than 1,100 orders and helped many businesses reopen–a successful run.
