September 25, 2003

Umbrella Market

I read an article in the Seattle Times this weekend that mentioned umbrella markets. Get this, you can buy a $25,000 mattress! The queen of England sleeps on one (now there's product endorsement). If you have a $25,000 mattress it makes it much easier to sell a $10,000 mattress. I don't have any sort of business degree so this umbrella term is new to me. This explains people buying the entry-level BMW car. They know they want quality and brand but they can justify it by buying only the $30,00 BMW, not the $90,000 BMW.

This also justifies me building an amazing, top-of-the-line prefab home, doesn't it? Yeah, it'd be only for me but this way I can sell the scaled down version to the sensible folks that buy into my prefab, off-the-grid, home idea (with custom furniture).

Posted by jana at 6:43 PM | Comments (1) | TrackBack