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Remember, not all green consumers are alike.
Before production on the iWooly could even begin, Murillo had to identify his target consumer. “We knew it was someone who was design-minded and eco-conscious,” he says. “They wanted to know where our products were made and who they were made by.” By identifying his customer base, Murillo figured out how to meet their needs in ways other companies weren’t. “We sort of created a market for ourselves,” he says. “We weren’t competing for the same consumer as others.”