We're in the retail (consumer goods) business, where our customers can buy our products directly from our website or through major e-commerce players like Amazon & Myntra.

​We're trying to address two problems:

1. Functional problem: Indians sweat a lot. Most work-appropriate shoes (eg: leather shoes) are made from anti-wicking fabric, resulting in more sweating inside the shoes and causing discomfort for all-day wear (also the reason why our socks smell so bad).
2. Design / style problem: The ones that are functional & provide good comfort (eg: sports shoes) are not work-appropriate and sometimes are too loud for a workspace. There aren't enough products that offer both comfort and style, keeping the modern Indian consumer in mind.​

Since Flatheads are made from moisture wicking mate​rial like bamboo, banana and linen, they can be worn all day at work without using any socks! They're also extremely comfortable and light-weight to wear, making them the ideal choice for all-day travel and casual wear.

Comfort-seeking consumers are wearing performance shoes like Nike and Adidas at the workplace. Also, with the gradual shift in consumer preference from formal to casual dressing at work, some of them have started wearing sneakers instead of formal shoes.

Flatheads is operating in an existing category that is highly price sensitive and competitive.

Flatheads is still perceived as a good-to-have product because of the price premium and low brand trust, and is therefore a push product.

• Footwear is a highly competitive + price sensitive category and dominated by legacy brands.
• It is also a brand driven category and users tend to compromise comfort for brand.
• Eg: ​Consumers tend to prefer a low-functional, mediocre design shoe from Nike (with a swoosh logo) over a high functional shoe from a new brand at the same price.
• There's a lack of trust in buying new brands online.​ COD is still the preferred option and free return policy is expected from the brand.
• ​The keyword "comfort" is subjective and is hence commoditised in marketing communication.
• Eg: High performance shoe brand like Skechers (price ~ INR 10K) and Bata (price ~1K) both talk about comfort as their core USP in their marketing communication.

• ​Online shopping experience (ie discovery to purchase) is broken.​​
• What they see online and what they get delivered are completely different. Hence high returns.​
• Since everyone is engaging the same marketing communication, it becomes difficult for the consumer to pick the right product.
• That's why consumer prefer a shoe from trusted brand (say Nike) over their functional needs.

• User non-negotiable: Trust via visual context. What they see online is what they expect.
• Products with demonstrable features are preferred over generic claims.
• User negotiable​: They're ok to compromise on the some features as long as it from a brand they trust and at a fair price.

• They aspire to be like their idols and dress like them (eg: being minimalist like Steve Jobs).​
• Imagine a startup founder wearing a black solid tshirt, chinos and casual sneakers.
• They want to signal that they're unique (but in a not so loud way).​
• They want to be sophisticated or minimalist, but not too boring in the style.
• They want to try every new fancy gadget that's out there.​

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