Name of your website?Jellybean Row
Your name?
Geoff Meeker
Your Location (city, etc)
St. John's
Please give us a short summary of your website?
I am marketing a home decor product called Jellybean Row, a collector series of décor pieces that showcase the colourful and distinctive heritage homes of downtown St. John’s, Newfoundland. The debut series of 10 images are modeled after real homes on some of the oldest streets in North America. They are printed on acid free paper using light fast inks, then laminated and plaque mounted, ready for easy hanging. You can hang one as an accent, or collect several and create your own Jellybean Row. The product is available in two sizes: small (4.5” X 8”) and large (9” by 16”). They are affordably priced at $24.95 and $59.95 (CDN) per piece, and are available for secure online ordering at www.jellybeanrow.com.
What inspired you to launch your product?
Jellybean row is the generic nickname for these colourful homes. Their imagery has been celebrated in fine art and handmade crafts, which is fine for what they are. However, I didn’t feel that it was being developed to its full potential. Handmade items have a loose, impressionistic style that didn’t capture the architectural features to my satisfaction. I thought ‘Why not create highly detailed art work, print it on a press and then plaque mount it so that the houses can be hung in a row, just like the real thing!’
When did you launch your first website, and what was it?
I launched the Jellybean Row website in August of 2006. I work by day as a public relations consultant and more recently launched a blog in which I comment on the local media scene. That blog became popular very quickly and within three months was 'sold' to the local daily newspaper, who now pay me to write it. You can read it at http://www.thetelegram.com/index.cfm?cid=464
How did you decide on a name for your website?
'Jellybean row' is the descriptive, generic nickname that has evolved to describe these colourful heritage homes. When I learned that Jellybean Row was available as a trademark and a web domain, I knew I had to go for it.
What makes it different from other, similar offerings?
There is no other home decor item like it! You can collect only those images you like and create your own unique combination. There is no frame or matte around them, so when you hang the pieces together they form a seamless row. Furthermore, it is the ONLY home decor piece (that I am ware of) which can change with the seasons. I recently introduced a Christmas series, with snow, lights, decorations and a subtle dusk light that brings out the warm glow of an old-fashioned family Christmas. Collectors can switch out the original series for the Christmas series as the holiday season approaches. When properly lit, the windows glow as if powered from within. It instantly, almost magically, changes the look of a room
What is your eventual goal? (To sell it, keep it for income, secure a book or other mainstream media deal?)
I would like to transition from my public relations career over to this venture, and run it on a full time basis.
How does your investment of time and money balance against your success?
It is still early. I have invested more than $65,000 in this product, and I am still recovering start-up costs. However, it is selling very well and I anticipate profitability within the next 12 months.
If you had an unlimited development budget for development, how would you change your site?
Actually, I would invest more money in promotions. The product was developed initially with Newfoundlanders in mind, but it is doing well across North America, with steady online sales across Canada and the U.S. The product is featured in the Great Ideas section of the December issue of Canadian Living magazine. And I have been told that the timeless Victorian beauty, bright colors and exquisite detail of these pieces have an appeal that is universal to everyone
If your site got really big, really quickly, would you be able to keep up with the demand?
Yes. I have printed the art work in large volumes and have two plaque mount suppliers who can easily crank out 2,000 pieces per week.
What unexpected costs and headaches have you had to deal with?
It took longer than anticipated to get the shopping cart working at the web site. Otherwise, I have been lucky - consumers are driving demand for the product and a good portion of what I do is fill orders and meet market demand.
What has been your biggest challenge?
Same as above.
What method has been most successful for promoting your website?
Banner advertising at www.thetelegram.com and media relations. I managed to secure coverage in a national magazine, which had an earned media value of roughly $50,000.
How has running your website differed from your expectations?
I did not get the immediate hits and sales I would have liked. Extensive promotion, through both paid and earned media, was required to generate 'buzz" and awareness about the product.
How long have you run the site already, and how long will you continue to keep it up if you don't enjoy big gains in traffic, income or popularity?
I have been running the site since August of 2006 and will continue to operate it, as long as demand is there. I enjoy what I do immensely and do not plan to stop.
What has been the most exciting moment for you?
I purchased a display booth at a five-day Christmas craft fair at a local stadium, which was my first face-to-face exposure to customers (all previous sales were at retail or online). It was one of the most humbling and exciting experiences of my life! Not everyone liked the product - some walked by, oblivious - but those who liked it, really LOVED it. And there were a LOT of people who loved it. I sold many thousands of dollars worth of product during that five days, and there was no doubt at that point about the product's viability and long-term success.
What is your website address?
Jellybean Row
