The backyard social culture of foreigners is a unique and charming cultural phenomenon. Family members gather in the backyard for dinner, barbecue, and chat, enjoying intimate moments together. This is very popular in Europe and America, and for us, it is also a great business opportunity, after all, the backyard can accommodate many things.

One of the major categories is sofas. Basically, every foreigner with a backyard will have a sofa, making the outdoor sofa market a golden land that major businesses are flocking to. Today's brand is no exception, and has become famous with outdoor sofas.

Outer independent station has a high natural traffic, which is all direct traffic. However, from the data, it can be seen that its paid traffic also accounts for a considerable proportion. After all, home furnishings are not consumables, and even have a certain seasonality, so it is through advertising investment that can keep the brand always at a certain level of popularity.

The target market of Outer is mainly in the United States, after all, the "backyard social culture" in the United States is the most prosperous.

66% of the traffic on the independent site comes from Reddit, and the community built by Outer is very effective.

Accurately grasp user pain points

Successful products must be able to solve consumer pain points, possess functional value and emotional value, in order to support brand development. Previously, outdoor sofas on the market were prone to getting dirty, not waterproof, difficult to store, prone to fading, and mold. Outer accurately identified these pain points, one by one, using high-quality, durable materials, making the sofa able to withstand various weather conditions, and greatly extending its lifespan.

In addition, Outer modularizes the sofa and designs an embedded protective film, allowing users to quickly store the heavy sofa without disassembly, accurately solving consumers' pain points for outdoor home products, and successfully opening up sales channels.

#2 Innovative "neighbor display" mode

Although DTC and e-commerce models have brought great convenience and cost savings to consumers, the offline experiential aspect is very important for the home category. Outer has pioneered the "Neighbor Showcase" model, allowing potential customers to personally experience Outer furniture in their neighbors' homes, truly feeling the quality and comfort of the products.

Intending customers can schedule a visit through the Outer official website, then personally experience the furniture at a neighbor's home, and participating households can receive corresponding discounts. It not only attracts potential customers but also retains existing customers, achieving two goals with one action. Most importantly, this approach allows consumers to truly experience the product in a real-life setting.

#3 Ultimate Single Product Boosts Brand Awareness

Although Outer's products cover many categories of home furnishings, in the entire year after its founding in 2018, it had only one product - outdoor sofas. And the fact proves that Outer's bet this time was very successful.

Outer focused on the creation of this sofa for one year, solving user pain points perfectly from materials to design, continuously optimizing and upgrading the core product according to user feedback and market demand, maintaining the competitiveness and attractiveness of the product. Eleven months after the launch of this sofa, sales reached $2 million, achieving a high growth of up to 10 times in 2020.

This model is called the "ultimate single product" strategy, which can create huge sales with just one product, and the unit price is relatively high. There are many products like this in the market, such as Allbirds' casual shoes, Lululemon's yoga pants. Once this model is successful, the product category will be associated with the brand, so that when you think of outdoor sofas, you think of Outer, quickly increasing brand awareness.

The success of Outer is very instructive, accurately grasping the pain points of the market, and creating ultimate products. These strategies and methods are basically suitable for many businesses. Businesses that want to expand overseas in the home furnishing industry can learn from Outer's successful approach.