Barizah Loebis

Natalia Kassim
Sachi Bhansali
Surangna Chansrichavala

Bear Mattress is an
innovative memory foam
mattress and is designed
being the first bed
specifically devised for
athletes and people living
a healthy, active lifestyle

The
Market
The
Market
US Contiguous
States
~313 mio
25-45 yo
~93.8 mio

Target market
~40 mio

The Business Model

Who is the customer

What is the value

offered (that
competitors dont)

Direct to Consumer Business Model

Active people, athletes, health conscious 25-45,
middle upper, sleep doctors
What: improve the way people sleep, offering
customer more value for money,

How is the value

being delivered

Designed for Athletes and active people, excellent

for muscle recovery, pressure release, and deep
sleep
Helps with spinal alignment, pressure relief, reduced
motion transfer and overall improves sleep
performance
Buy online - Eliminating stress & hassle to go into stores
Value for money Cutting middleman & retailer
Celliant & Gel foam technology
100 days free trial
Online store
Product Exclusivity
Free Trial & Doorstep Delivery
Establishing long term relationship with customers
Direct Selling Structure
Market to active lifestyle people using mobile first
strategy

Competitor Analysis
Key Factors

Competitors
Bear Mattress

Leesa

Casper

Loom&Leaf

Price (Queen Size

Mattress)

$850

$890

$850

$999

Technology

Memory foam +
Celliant TM

Memory foam

Memory foam

Memory foam

Sleep Cool

Excellent (gel
infused)

Good+

Good

Bad

Motion Transfer

Good+

Good+

Good

Good

Firmness
Summary

6-6.5/10
Designed for
Athletes, excellent
for pressure
release and deep
sleep

6-6.5/10
Almost suitable for
everyone.

6.5-7/10
Good for back
sleepers, Costs
more than it's
value.

5/10
Sleep hot, cost
more than actual
value

Free Trial
Review

100 days
9.5

100 days
9.5

100 days
9.4

75 days
9.2

http://getbestmattress.com/bear-mattress-vs-leesa-vs-casper-vs-loomleaf-vs-purple/

Positioning Chart

Bear Mattress

Competitive Advantage
Cost Advantage

Differentiation
Advantage

Direct Selling Structure

Price Point Advantage

Free Trial & Doorstep Delivery

Product Exclusivity

Market to active lifestyle people

using mobile first strategy

Innovation

Reinforced

Overturned

Unchanged

Incremental
Innovation

Modular
Innovation

Changed

Linkage between
concepts and
components

Core concepts

Architectural
Innovation

Radical Innovation

Enhancement on Innovation
Now
Product

1) Offers one type of

mattress in different
sizes (queen, king,
super king)
2) Celliant Technology
and graphite gel
infused foam

Strategy

1)

Sales: Mobile first

users company
2) Marketing:
Targeting athletes
and active people

Proposed Innovation
1) Customization to offer customers
variation of mattress firmness.
Challenge: expensive due to lost
of economies of scale
2) Develop health Technology (The
mattress measures heart rates,
quality of sleep, blood pressure,
sugar level, etc)
Challenge: High cost of product
development and pricing due to
difficulty of the integration of
technology.
1) Add channel of distribution
Showroom
2) Expand B2B channels such as
hotels, physiology centers, and
wellness centers.
3) Expand target market

Ecosystem Strategy

Celliant
Technology &
Graphite Gel

In house
manufacturing

UPS Packaging
& Delivery

No intermediaries direct selling

Complementary goods bear pillows and mattress
protectors

Bottlenecks
Bottleneck

Cons

Innovation

Strategic

Incentive

Pros

Suggestion

Inadequate
suppliers on
technology
Too much
dependence (less
bargaining power)

Stronger
relationships with
fewer suppliers

Expand network
Eventually develop
in house
technology and
capabilities once
weve reached
scale

UPS is the only

delivery service
too much
dependence

Competitive rate
with UPS because
we an exclusive
contract

Outsource to
different carriers
starting with
different region

brick and mortar vs

online
lack of brand
exposure to
potential
customers
customer
experience
Increasing return of
returns due to
online shopping

Dont need to rent

space

Scale up and
expand to having
showrooms.

Protection strategy
Patent

(To claim ownership of

their innovative mattress
with celliant technology
from the competitors

Advantages

Disadvantages

Restrict Competitors
Revenue from licenses
and sales
Retain the right of the
invention

Limitation to country
Expensive
Information will be
publicly available

Brand Recognition
Effective communication
tool
Retain the right of the
invention

Time Consuming
Risk of rejection
Marketing and
advertising cost will
increase
Consumes may not
remember the brand

Protection for 20 years at

least
Time limited in monopoly
market)

Trademark

(Use a symbol design that

would distinguish them
from other competitors.)

Key Takeaways

Product:
-Customization
- Develop
health
technology

Marketing
Strategy:
- Expand
target
market
(demograp
hic)

Sales
Strategy:
- Expand
globally

Sales
Strategy:
- Showroom

Protection
Strategy:
- Patent
- Trademark

Q&A

Strategy

Furthermore, Scott Paladini, founder of Bear Mattress mentioned that

Bear Mattress offers its customer several benefits resulting in additional
competitive advantage. Bear Mattress success was based on several
points,
1. keep the mattress affordable for the customers despite the expensive
technology by cutting out the middleman retailer and selling directly to
the customer.
2 Bear Mattress eliminates the stress and hassle customer feel with retail
stores with the confusion of choices and styles by creating a one type of
perfect mattress simply available to buy online. We also offer customers
100-night risk free trial that gives them the comfort to try our mattress
hassle free.
3. the mattress is engineered to help ensure sleeping performance. This
gives them the benefits of knowing that they are getting the value for
money, the purchasing process is much more relaxed and also they get a
mattress that helps them sleep better.

 Product Exclusivity
Free Trial & Doorstep Delivery
Establishing long term relationship with
customers
Direct Selling Structure
High quality for low price
One type fits all mattresses
Direct shipment with a return policy
Market to active lifestyle people using mobile first
strategy