1. Top 3 Problems you face
Cleaning your sleeping bag is hard

If you have a synthetic one, it's slightly easier.

Down sleeping bags are delicate

Down sleeping bags have delicate feathers and are hard/dangerous to clean

You can't easily machine wash or dry clean down bags

(though some people do)

existing professional cleaners seem analogue

with poor service design from the 20th century where you have to phone people.


  1. Top 3 Solutions to your Problems
Pay ~£50 for bag to be

* collected
* cleaned
* returned

Unique Value Proposition

  1. Single, clear, compelling message that states why you are different and worth buying

We are the only mail order sleeping bag cleaning service who will organise pickup, cleaning, and return to you.
In a beautiful, elegant and stress-free way.

Unfair Advantage

  1. Can't be easily copied or bought
Only sleeping bag cleaner in the UK with knowledge of modern customer development skills

[not a very good one]

Customer Segments

  1. Target customers
People with expensive down sleeping bags

More than 30% of sleeping bag owners I know on twitter paid more than £100 for their bag.

(sample size 62)

Down sleeping bags owners

Down sleeping bags are harder to clean

people with more money than time

it's possible to clean your own, just faff

People who are risk averse

it's risky to clean your own bag

Key Metrics

  1. Activity that drives retention/revenue

Orders - or commitment for orders would be great

Since we're in landing page MVP

Clicks on buy-now buttons, and sign ups to mailing waiting list


  1. Path to customers

Better website optimisation than others

Word of mouth

perhaps augmented by discounts vouchers for friends

(a la moocards)

Cost Structure

  1. Customer acquisition costs, distribution costs, hosting...
Fulfillment costs

* cleaning and return deliver: £35
* pickup: less than £10


Tech and hosting costs (probably not that much)

Stripe costs

1.4% + 20p

Revenue Stream

  1. Revenue model, Life time value revenue...
It's a bit miserable

Not sure this part works. Kind of awkward.

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