Greentoe GTM brain

category

market profile

• text: Consumers compare expensive electronics and appliances across retail channels, while merchants compete for order intent.
• text: Greentoe competes with conventional online retailers and marketplaces for the same purchase.

personas

• title: Price-conscious home theater shopper
  pains:

  • Wants a discount on a specific television without checking and haggling with many stores
  • Worries a steep discount could mean an unauthorized seller or no warranty
• title: Photography enthusiast
  pains:

  • Camera bodies and lenses are expensive
  • Needs new equipment with a manufacturer warranty, not uncertain used inventory
• title: Authorized electronics retailer owner
  pains:

  • Needs incremental qualified orders without publishing a lower advertised price
  • Must compete for buyers who would otherwise purchase from large marketplaces

icp

• text: US consumers shopping for identifiable, higher-ticket new TVs, cameras, appliances or other catalog products.
• text: Manufacturers and authorized US retailers able to fulfill orders, regardless of stated employee count.

message pillars

• text: The shopper makes the initial offer.
• text: A network of authorized retailers competes for the order.
• text: Reduce concerns about grey market and used items.
• text: Reduce friction after the purchase with a return policy.

objections

• objection: Will a discount mean a used or grey-market product?
  response: The marketplace states products are new and warranty-backed from authorized retailers; check the specific item's terms.
• objection: Will my offer be accepted?
  response: Retailers can accept or counter the offer; a particular price is not guaranteed.
• objection: Can I return the item?
  response: Review the applicable return policy and exceptions before purchase.

competitors

• name: Amazon
  why: Large online retailer competing for electronics and appliance purchases.
• name: eBay
  why: Marketplace competing for price-sensitive product shoppers.

influencers

• name: Joe Marrapodi
  url: https://blog.greentoe.com/haggle/
  why: Co-founder explains the marketplace and shopper value proposition.

keywords

• name your price electronics
• discount OLED TV
• camera lens deals
• authorized dealer camera discounts
• appliance deals online
• negotiate TV price

voice

• upbeat and deal-focused
• reassuring about trust
• direct and conversational

signals

• text: A consumer is comparing a specific high-ticket TV, camera or appliance and is flexible on purchase timing.
• text: An authorized retailer wants additional online demand for stocked products.

pricing

motion

channels

• SEO
• mobile app
• retailer partnerships
• press

confidence

Founders

• name: Andrew Kurland
  title: Founder/CTO
  role: CTO
  bio: Andrew Kurland is the founder of Greentoe which went through YC in S14. Greentoe is a next generation e-commerce marketplace that enables consumers to set the price for the products they want to buy. Created to change the way people shop, Greentoe shakes up the traditional retail model by putting consumers in the driver's seat.