NEW: The untold story of how Homepolish’s extremely Instagrammable house of cards came tumbling down. read.medium.com/vBdBDGQ
Homepolish CEO Noa Santos' plan was to simplify the fragmented interior design world and make it affordable to the masses.
But behind the company’s glossy Instagram feed was a messy reality, according to @MRKR's interviews with employees and designers. read.medium.com/vBdBDGQ
But behind the company’s glossy Instagram feed was a messy reality, according to @MRKR's interviews with employees and designers. read.medium.com/vBdBDGQ
"Instead of building a design juggernaut, the founder constructed something much more precarious — a fear-based culture where sound strategy couldn’t flourish, and where the pressure to grow led to reckless decision-making." — @courtneybrubin read.medium.com/vBdBDGQ
The plan was to promote young designers and make beautiful design accessible.
Homepolish charged by the hour and didn’t take a cut of furniture designers chose for clients.
These were fairly radical ideas in the slow-to-change interior design industry. read.medium.com/vBdBDGQ
Homepolish charged by the hour and didn’t take a cut of furniture designers chose for clients.
These were fairly radical ideas in the slow-to-change interior design industry. read.medium.com/vBdBDGQ
From the start, Santos and chairman Will Nathan argued loudly and frequently.
But what had more important ramifications for the company’s future was Santos’ singular focus on press, with nearly all profits in the early days going to marketing. read.medium.com/vBdBDGQ
But what had more important ramifications for the company’s future was Santos’ singular focus on press, with nearly all profits in the early days going to marketing. read.medium.com/vBdBDGQ
As Homepolish was buying a full-page color New York Times ad — some $150,000, before you add the color — its wait times for quotes were up to two weeks, an eternity in a world where clients are used to pushing a button and having something delivered. read.medium.com/vBdBDGQ
In January 2016, Homepolish announced it had raised $20 million in venture capital.
Santos and Nathan gave themselves raises to $250,000 a year apiece, but they argued about how else to use the infusion of cash. read.medium.com/vBdBDGQ
Santos and Nathan gave themselves raises to $250,000 a year apiece, but they argued about how else to use the infusion of cash. read.medium.com/vBdBDGQ
Santos wanted much of it to go to marketing; Nathan thought it should go to coders to strengthen the back end.
But within six months of the funding announcement, the arguing stopped. Nathan left quietly. read.medium.com/vBdBDGQ
But within six months of the funding announcement, the arguing stopped. Nathan left quietly. read.medium.com/vBdBDGQ
By the beginning of 2017, there were already signs Homepolish was not performing as expected
Read the full story here. 👇
read.medium.com/vBdBDGQ
Read the full story here. 👇
read.medium.com/vBdBDGQ
