How to Start a Jigsaw-Puzzle Business From Scratch

  • Five years in the past, Kaylin Marcotte turned to puzzles as a method to unwind from her traumatic job. 
  • Today she’s the founding father of Jiggy, which landed a $500,000 funding from Mark Cuban. 
  • In the primary 9 months of enterprise, Marcotte booked $1.6 million in gross sales. 

Five years in the past, Kaylin Marcotte was working grueling hours at an early-stage startup and sought a wholesome method to unwind. 

She tried yoga,

, and important oils, however they did not assist her loosen up. Then, Marcotte unboxed the jigsaw puzzle she’d bought earlier than a winter storm hit her hometown of New York City. Piecing the cardboard shapes collectively calmed Marcotte a lot that she did not have a look at her buzzing telephone. 

“Focusing on one simple task and building something piece by piece felt both relaxing and rewarding,” Marcotte mentioned throughout a pitch for her puzzle startup, Jiggy, on an episode of “Shark Tank” that aired on April 23. “I lost the urge to check my phone and truly cleared my head.” 

She was on ABC’s hit present looking for a $500,000 funding for her startup, which makes use of artwork by girls relatively than what Marchotte referred to as stuffy inventory photos of “fishing tackle on a table.” Her firm noticed exponential development through the pandemic, as clients sought protected types of leisure throughout lockdowns. 

Marcotte launched the enterprise in November 2019 and within the first 9 months booked $1.6 million in gross sales, she mentioned on “Shark Tank.” That acquired the eye of Mark Cuban, who invested $500,000 in Jiggy in alternate for 15% fairness, telling Marcotte he was impressed with how she branded and grew the enterprise with no debt. 

Jiggy wasn’t the one puzzle enterprise to expertise a leap in gross sales: Ceaco, one of many largest producers of jigsaw puzzles within the US, noticed a 300% improve through the second week of March in contrast to the identical time one yr earlier, the corporate’s president instructed NPR. 

Marcotte spoke with Insider and defined the three steps for creating a multimillion-dollar puzzle startup from scratch, together with how to stand out available in the market. 


Marcotte launched Jiggy in November 2019 and within the first 9 months booked $1.6 million in gross sales.


Find a differentiating consider a crowded market

Marcotte aimed to modernize and elevate the traditional puzzle, which meant discovering new photos for patrons to full. Having grown up round artists, she thought that includes rising creators would each spotlight their work and refresh the pastime. What’s extra, artists get a proportion of the gross sales. 

She began approaching creators at festivals, curating her personal museum of photos, earlier than she opened a submissions kind on Jiggy’s web site. 

To additional set her firm aside, she contains a tube of glue that clients can use to maintain the items collectively and body the finished puzzle. 

Send a message that educates and lures clients 

Before Jiggy, Marcotte specialised in media and advertising, so she understood the significance of highlighting the model’s mission. 

She targeted the enterprise’s messaging on the mental-health and self-care advantages of puzzles, the completed product as a piece of house decor, and assist for feminine artists. She hoped that trifecta would each educate and lure potential clients. 

“My story was something that I wanted to lead with,” Marcotte mentioned. “We have beautiful imagery and good content and wanted to make sure that the product was coming through.” 

Additionally, as she was selling her enterprise, she leaned closely on visible social-media channels, like Instagram, that may greatest show the featured art work. The objective was to seize clients who is likely to be casually scrolling with vibrant and colourful photos, she mentioned. 

Adopt a enterprise mannequin primarily based in your clients’ behaviors

When Marcotte launched Jiggy, she began with six puzzles and deliberate to add six extra designs quarterly. She understood some clients can be content material with this tempo whereas others would crave extra, she mentioned. 

To fulfill each teams of shoppers, she launched a month-to-month subscription membership. For $26 a month, shoppers would get a 500-piece puzzle and early entry to new merchandise. 

“We’re able to serve the appetite and build that repeat-customer behavior,” Marcotte mentioned, noting how necessary it’s for entrepreneurs to analyze the client expertise. “You need a product and an option for all the different use cases.” 

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