Litmus Test

<aside> ✅ Being a very intent driven and transactional category, monetization is core to the business.

Furlenco also has proven retention and a healthy CAC/LTV ration as established in Paid Acquisition. We are good to go in optimizing and increasing monetization.

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Deeper Engagement

Breaking it down into Casual, Core and Power based on the data we gathered and our growth model. Despite the Power + Core = Casual, they are all paying customers, hence engagement even though can be improved is still considered healthy.

Willingness To Pay

• Users come to Furlenco for the higher quality and appealing designs. For some price conscious users it’s not a big enough reason to go for Furlenco in lieu of local cheaper options, this usually fall under the casual bucket.
• Core and Power users for renting get a higher number of items which all together would be expensive to purchase in one go and hence find the offerings affordable to purchasing.
• Core and Power users for store and Prava, find the furniture of good quality and worth the price they shell out for it.

Substitute Pricing

Furlenco is India’s leading online furniture rental company. They enable the urban Indian to live better today in their homes, by giving them award-winning furniture and home decor on rent.

All of Furlenco’s furniture is designed in-house by experts. The furniture is inspired by the Indian urban user and how they live in their homes. The designs are user-led and inspired by their evolving needs and growing lifestyle.

This is a very competitive space and users can pick furniture or appliances for one of several competitors. Apart from differentiated offerings, users could also choose to buy used or new furniture instead of renting it.