Adrian Jones

Sunnyside, NY (USA)
Role(s):
C-Level Executive (CEO, CFO, etc.)

SchoolListDone.com

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Location: Sunnyside
Industry: Other
Year Founded: 2017
Number Employees: 1-10 people
Business Stage: Growth (profitable)
Entity Type: "S" Corporation
Description: (URL removed) provides a service that fulfills the School Supply and STEM Project Supply Kits required of students in grades K-8th B2C as well as contracted institutional sales B2B with the goal of reducing the disparity in the quality of education students receive due to the availability of quality school supplies. We operate in the On-Demand Market appealing to consumers and institutions tasked with acquiring the school supplies required by their respective educational institutions and remote learning programs. The company was established in May 2017 and has fulfilled orders placed by families and institutions in NY, NJ, CT, PA, MA, CA, TX, and FL. Demographically, current and potential customers represent a wide range in income and geographic concentration. 1. Income: $30,000 - $150,000 (higher net worth consumers tend to choose private tuition based education with the cost of supplies built into their tuition) 2. Geography: All continental rural, high growth, and business centric hubs. Psychographically, current and potential customers are progressive, technologically savvy, and ambitious. 1. Busy Lifestyle 2. Convenience Focused 3. Balance Seekers 4. Priority Jugglers 5. Innovators 6. Achievers 7. Makers In August 2020 we acquired a 3 year contract with the Capital Area Intermediate Unit (CAIU) which is a branch of the Pennsylvania Department of Education to fulfill the STEM Project Supply requirements for their students in grades K-6th located in 22 counties throughout Pennsylvania. Finished kits are sold directly to the CAIU and shipped either directly to schools or the end user’s home address. After completing our 1st year, market penetration is as follows. 1. 8,500+ orders placed 2. 11,000+ kits delivered 3. $786,000 revenue generated Introducing a bundled pricing strategy to this market allows me to utilize 30-60 (avg number of products in each kit) price points per product sold instead of 1. This benefits the customers by ensuring I can provide a service that is both price accessible to this growing demographic and naturally resistant to the predatory pricing tactics of my competitors. Furthermore, given the generational cultural shift in back-to-school shopping, today's customers (both purchasers and end users) are less brand loyal to the majority of required products than previous generations resulting in consumers becoming mostly indifferent to the specific brand of approximately 40%-60% of the products they’re required to purchase. Focusing on this space represents the greatest potential for YOY brand growth and awareness. Understanding this shift in consumer focus has allowed me to accurately predict the level of effort consumers prefer to spend when acquiring the products required by their school. While my national competitors still rely on tactics designed to monopolize consumer time and attention, this approach no longer equates to the actual time and attention needed to purchase most of the required products. This understanding led me to differentiate (URL removed) from our competitors by focusing on minimizing consumer efforts when purchasing “staple school supplies” allowing the freedom to focus on the products they prefer to personalize like clothing and theme/novelty based products. (example: My 4th grade niece insisted on Dora The Explorer lunch box and apparel but could care less which brand of scissors and pencils she received. In turn, her parents spent far more effort finding Dora the Explorer clothing and simply selected the other supplies based on local availability and price.) Understanding these shifts in consumer behaviors led the development of the following sales process designed to turn what has become an annual and expensive scavenger hunt taking weeks into a thoughtful process taking minutes. 1. Consumers take a photo of the School Supplies List required by their respective schools and sends it to us. 2. Consumers receive a quote to fulfill their list within 24hrs and their specific kit is posted to (URL removed) where they can purchase when ready and easily refer to other families with students in the same class. 3. Their completed school supplies kit is shipped within 24hrs of purchase directly to their home or school.