£500k Homemade Garden Furniture Business Has Lost it’s Way

Furniture businesses often face a critical choice between specialisation and diversification. Timber Foundry’s journey from startup to £500K revenue illustrates the challenges and opportunities of this decision.

Current Business State:

The company has grown organically through a mix of direct sales and commercial projects. Currently generating £500K in annual revenue, they’ve reached a pivotal point where strategic decisions about focus and scale become critical.

Their revenue streams include:

• £550K annual revenue
• Multiple product lines across indoor/outdoor furniture
• 90% of direct-to-consumer sales from garden products
• Three distinct channels: B2B, Direct-to-Consumer, Commercial Projects

This diverse approach, while providing multiple revenue streams, has created significant marketing challenges.

Key Marketing Challenges:

The business faces several interconnected challenges that stem from trying to serve multiple markets simultaneously. Their marketing budget, already limited, gets stretched thin across different channels and audiences.

Channel Focus:

Recent data shows their challenge clearly

• Garden products dominate sales
• Indoor furniture underperforming
• Commercial projects require different marketing approach
• Limited marketing budget spread too thin

This spread of resources means none of their channels receive enough investment to reach their full potential.

Digital Marketing Strategy:

Their current digital approach lacks focus and optimisation:

• Performance Max campaigns need optimisation
• Not leveraging retargeting capabilities
• Missing product-specific campaigns
• Limited Meta advertising utilisation

Recommended Strategy:

To address these challenges, the business needs a more focused approach that builds on their strengths while strategically developing new opportunities.

Product Focus:

Building on their successful garden line makes sense:

• Double down on successful garden products
• Consider phasing out underperforming indoor lines
• Create product-specific campaigns for bestsellers
• Optimise product pages for commercial vs residential

This focus allows for more efficient resource allocation and clearer marketing messages.

Campaign Structure:

A well-structured digital campaign strategy is essential:

• Implement feed-only Performance Max testing
• Set up dedicated brand campaigns
• Create targeted shopping campaigns
• Focus budget on proven product lines

Channel Development:

Long-term success requires building strong marketing infrastructure:

• Build email marketing program
• Implement retargeting across platforms
• Create specific commercial product listings
• Develop content strategy around expertise

Moving Forward:

Success requires:

• Clear focus on core products
• Proper campaign structure
• Adequate budget allocation
• Strong audience targeting

The key learning: When growing a small business, focusing on your strengths often beats trying to be everything to everyone.

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