The June Oven

Leonard A. Schlesinger; Christian  Godwin

Case | HBS Case Collection | January 2020

The June Oven

by Leonard A. Schlesinger and Christian Godwin

Abstract

The June Oven was a smart oven which was capable of identifying food and cooking it accordingly. This type of smart oven represented the next step in the long history of oven and stove development. Due to the widespread use of traditional ovens, the market for the June Oven was potentially large. The June Oven was primarily a direct-to-consumer product, available through the company’s own website, but it was available through some retail stores. June faced challenges from a relative decline in retail sales, the turn to online shopping, potential smart oven competitors, macroeconomic factors such as the U.S. China trade war, and internal problems such as software malfunctions.

Keywords: Business Ventures; Trends; Customers; Design; Entrepreneurship; Food; Goods and Commodities; Innovation and Invention; Marketing; Brands and Branding; Demand and Consumers; Distribution; Product Development; Sales; Technology; Internet; Software; Consumer Products Industry; Retail Industry; Technology Industry; Electronics Industry; Manufacturing Industry; United States;

Language: English

Format: Print

12 pages

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Citation:

Schlesinger, Leonard A., and Christian Godwin. "The June Oven." Harvard Business School Case 320-067, January 2020.

In early 2020, a coronavirus pandemic swept the globe, ushering in unprecedented disruptions to the global economy. Both supply and demand were decimated by lockdowns and border closings, as well as reduced spending by fearful consumers. In response, governments around the world made equally unprecedented policy moves, spending trillions of dollars on fiscal stimulus measures to bridge the gap during the self-imposed shutdown. As the pandemic progressed, governments had to weigh the costs between loss of life due to opening up their economies and the economic devastation caused by delaying a reopening.

Over the past decade, a new breed of “direct-to-consumer” (DTC) startups, including Warby Parker and Casper, helped forge a new business model. But lately that business model is faltering as the advantages that early entrants enjoyed have evaporated. To retool, DTC companies will need to embrace an omnichannel strategy, create tighter ties with their communities, and vertically integrate to increase margins.

LOLA is a direct-to-consumer (DTC) business launched in 2015. What started as a company to provide women with organic and transparent material-labeled tampons via a subscription model, had, by 2019 evolved to include additional menstrual and sexual wellness products. LOLA’s leadership wanted women to come to the company for all of their reproductive health needs (including information and a place to engage in conversation) from menstruation through menopause and beyond. Heading into 2020, LOLA cofounders have determined that to grow the business they need to go beyond the company’s current DTC model and have products available in retail stores. The challenge, however, is finding the right retailers to partner with that will help to add value to the brand and not detract from it. The case provides background on the cofounders, the company’s start, and evolution, and the challenges of moving beyond DTC.

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The June Oven

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