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  • October 2022
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Framebridge (A): Reimagining Custom Framing

By: Rembrand Koning and Alicia Dadlani
  • Format:Print
  • | Language:English
  • | Pages:19
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Abstract

In December 2018, Susan Tynan, founder and CEO of Framebridge, a four-year-old venture-backed startup that sold online custom framing, formulated plans for the future. Her vision was to revolutionize the $4 billion industry by making custom framing easy, transparent, and affordable by leveraging digital technology and automation. Early demand for the product was strong, and Framebridge began experimenting in retail. The company built a high-tech, robotics-driven manufacturing plant in Kentucky but struggled to achieve economies of scale. In the first part of this two-part series (B case 723-353), Tynan needed to decide whether to pivot her operations strategy or remain true to the tech-enabled robotics approach in which her backers had invested. Further, she had to determine her vision for retail and how this might impact the business model.

Keywords

Business Startups; Business Strategy; Entrepreneurship; Operations; Consumer Products Industry; United States; District of Columbia; Kentucky

Citation

Koning, Rembrand, and Alicia Dadlani. "Framebridge (A): Reimagining Custom Framing." Harvard Business School Case 723-352, October 2022.
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About The Author

Rembrand M. Koning

Strategy
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Related Work

    • October 2022
    • Faculty Research

    Framebridge (B): A New Approach

    By: Rembrand Koning and Alicia Dadlani
    • October 2022
    • Faculty Research

    Framebridge (A): Pitch Deck Supplement

    By: Rembrand Koning and Alicia Dadlani
Related Work
  • Framebridge (B): A New Approach By: Rembrand Koning and Alicia Dadlani
  • Framebridge (A): Pitch Deck Supplement By: Rembrand Koning and Alicia Dadlani
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