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  • February 2021
  • Case
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AptDeco: Circular Economy Furniture Marketplace

By: Ayelet Israeli and Jamie Merkrebs
  • Format:Print
  • | Language:English
  • | Pages:17
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Abstract

AptDeco, a used furniture marketplace was growing rapidly in the tri-state area. The Co-Founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its complexity and high costs. The co-founders were looking at different options to scale: working to convert sellers into buyers and vice versa, finding superusers that would fuel the supply for their platform, expand to new markets, rebrand with a sustainability focus. What is the best way for them to scale?

Keywords

E-commerce; E-commerce Strategy; Mobile; Digital Marketing; Word-of-mouth; Word-of-mouth Marketing; Word Of Mouth; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; Circular; Peer-to-peer Markets; Furniture Industry; Furniture; Growth Hacking; Monetization Strategy; Growth Management; Marketing Strategy; Entrepreneurship; Market Platforms; Marketing Channels; Online Advertising; Consumer Behavior; Acquisition; Growth And Development Strategy; Two-sided Platforms; Customer Focus And Relationships; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, Ny); New York (state, Us)

Citation

Israeli, Ayelet, and Jamie Merkrebs. "AptDeco: Circular Economy Furniture Marketplace." Harvard Business School Case 521-069, February 2021.
  • Educators

About The Author

Ayelet Israeli

Marketing
→More Publications

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More from the Authors
  • Arçelik: COVID-19 Fueled Omnichannel Growth (B) By: Ayelet Israeli and Fares Khrais
  • Harbinger Categories By: Eric Anderson, Chaoqun Chen, Ayelet Israeli and Duncan Simester
  • eGrocery and the Role of Data for CPG Firms By: Ayelet Israeli, Fedor (Ted) Lisitsyn and Mark A. Irwin
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