TEMPLE & WEBSTER          vs          ARLEM
────────────────────────────────────────────────────
Living Room                           ❌
Dining Room                           ❌
Kitchen                               ❌
Bathroom                              ❌
Outdoor                               ❌
Office                                ❌
────────────────────────────────────────────────────
BEDROOM                               ✓ EVERYTHING
  - Bedhead Cushions                  ✓ (Core, handmade)
  - Sheets & Pillowcases              ✓
  - Quilts & Throws                   ✓
  - Decorative Cushions               ✓
  - Bedside Tables                    ✓
  - Lighting (Table Lamps)            ✓
  - Bedroom Storage                   ✓
  - Wall Art                          ✓
  - Rugs (Bedroom)                    ✓
────────────────────────────────────────────────────
NOT: Mattresses, Bed Frames (unless strategic)

2024 (Pre-dormancy):  $12,500 lifetime (bedhead cushions only)
2026 (Relaunch):      $100-150K (bedhead cushions + first expansion)
2027:                 $300-500K (bedding textiles)
2028:                 $700K-1M (accessories, lighting)
2029:                 $1.5-2.5M (full bedroom range)
2030:                 $3-5M (bedroom styling destination)

┌─────────────────────────────────────────────────────────────────┐
│                     ARLEM POSITIONING                            │
├─────────────────────────────────────────────────────────────────┤
│                                                                  │
│  FOR: Australians who want a beautifully styled bedroom          │
│       but don't want to hire an interior designer or spend       │
│       hours browsing overwhelming marketplaces                   │
│                                                                  │
│  ARLEM IS: Australia's bedroom styling destination               │
│                                                                  │
│  THAT PROVIDES: Everything you need to style your bedroom,       │
│                 curated by an interior designer, with the        │
│                 confidence that it all works together            │
│                                                                  │
│  UNLIKE: Temple & Webster (overwhelming generalist)              │
│          Adairs (corporate, mass-market)                         │
│          Individual brands (incomplete solution)                 │
│                                                                  │
│  ARLEM: Is the bedroom specialist. We live and breathe           │
│         bedrooms. Every product is selected or designed by       │
│         Emily, a qualified interior designer. You get            │
│         designer taste at accessible prices.                     │
│                                                                  │
└─────────────────────────────────────────────────────────────────┘

MARKET SIZE AND GROWTH

Total Furniture Market (2024):     $18.6 billion
Projected (2033):                  $32.7 billion
CAGR:                              5.8%

E-commerce Share (2024):           25-30%
E-commerce Share (2025):           30-35%
E-commerce Furniture CAGR:         8.5% (fastest growing segment)

Home Textiles Market (2025):       $2.24 billion
Projected (2030):                  $2.94 billion

THE PARADOX OF CHOICE

Temple & Webster:        200,000+ products
Customer Feeling:        Overwhelmed, paralyzed, uncertain

Arlem (2030 target):     500-1,000 products
Customer Feeling:        Confident, guided, delighted

INSIGHT: Less is more. Curation IS the value proposition.

                    SPECIALIST
                        │
                        │
    ┌───────────────────┼───────────────────┐
    │                   │                   │
    │    OPPORTUNITY    │    KOALA          │
    │    (Bedroom)      │    (Sleep/Sofas)  │
    │                   │                   │
    │         ★         │                   │
    │       ARLEM       │                   │
    │                   │                   │
BOUTIQUE ───────────────┼───────────────────── MASS MARKET
    │                   │                   │
    │                   │                   │
    │    DESIGNER       │    TEMPLE &       │
    │    SHOWROOMS      │    WEBSTER        │
    │                   │    ADAIRS         │
    │                   │                   │
    └───────────────────┼───────────────────┘
                        │
                        │
                    GENERALIST

COMPETITIVE ADVANTAGES

1. FOCUS
   - T&W = 200K products, bedroom is afterthought
   - Arlem = 500-1000 products, bedroom is EVERYTHING

2. CURATION
   - T&W = Algorithms and filters
   - Arlem = Interior designer selection, everything works together

3. AUTHORITY
   - T&W = Marketplace, no expertise
   - Arlem = Emily's credentials, styling content, trust

4. EXPERIENCE
   - T&W = Overwhelming catalogue
   - Arlem = Guided journey, "bedroom styling made easy"

5. STORY
   - T&W = Corporate, faceless
   - Arlem = Founder-led, Australian-made origins, personal

THE ARLEM EVOLUTION

2026: "Handmade Bedroom Essentials"
├── Core: Bedhead cushions (handmade by Emily)
├── Message: Quality handmade pieces for your bedroom
└── Trust Builder: Product quality, founder story

2027-2028: "Designer Bedroom Styling"
├── Expanded: Textiles, throws, cushions (mix of handmade + curated)
├── Message: Interior designer-curated bedroom collections
└── Trust Builder: Styling authority, content hub

2029-2030: "Australia's Bedroom Destination"
├── Complete: Full bedroom range (handmade core + curated selection)
├── Message: Everything for the bedroom you love
└── Trust Builder: Category leader, trusted brand

PRODUCT SOURCING MODEL (2030)

┌────────────────────────────────────────────────────────────────┐
│                    ARLEM PRODUCT TIERS                          │
├────────────────────────────────────────────────────────────────┤
│                                                                 │
│  TIER 1: HANDMADE BY EMILY (20-30% of revenue)                 │
│  └── Bedhead cushions, select specialty items                   │
│  └── Premium pricing, signature products                        │
│  └── "Made in South Australia" story                            │
│                                                                 │
│  TIER 2: DESIGNED BY ARLEM (30-40% of revenue)                 │
│  └── Products designed by Emily, manufactured by partners       │
│  └── Exclusive to Arlem, quality controlled                     │
│  └── Textiles, cushions, throws                                 │
│                                                                 │
│  TIER 3: CURATED BY ARLEM (30-40% of revenue)                  │
│  └── Carefully selected products from other Australian makers   │
│  └── Meets Arlem quality/aesthetic standards                    │
│  └── Lighting, furniture, accessories                           │
│                                                                 │
│  NEVER: Dropship generic products, cheap imports, no curation  │
│                                                                 │
└────────────────────────────────────────────────────────────────┘

COMPLETE BEDROOM STYLING PRODUCT UNIVERSE

THE BED (Core)
├── Bedhead Cushions (Handmade - CURRENT)
├── Sheets (Flat, Fitted)
├── Pillowcases (Standard, European)
├── Duvet Covers
├── Quilts & Coverlets
├── Throws & Blankets
├── Decorative Cushions
└── Bolsters

BEDSIDE
├── Bedside Tables (Curated)
├── Table Lamps
├── Alarm Clocks / Tech
└── Trays & Organisers

BEDROOM COMFORT
├── Bedroom Rugs
├── Curtains / Drapes
├── Bedroom Seating (Bench, Chair)
└── Ottomans / Poufs

BEDROOM DECOR
├── Wall Art
├── Mirrors
├── Candles & Diffusers
├── Vases & Objects
└── Plants / Planters

BEDROOM STORAGE
├── Bedside Organisers
├── Jewellery Storage
├── Blanket Boxes
└── Clothing Racks

NOT IN SCOPE (for now)
├── Mattresses (Koala owns this)
├── Bed Frames (maybe later, strategic only)
├── Wardrobes (too complex)
└── Dressers (maybe later)

ARLEM PRODUCT PRINCIPLES

1. CURATION OVER CATALOGUE
   - Fewer, better products
   - Everything works together
   - No paradox of choice

2. QUALITY GATE
   - Every product meets Arlem quality standard
   - Would Emily put this in a client's bedroom?
   - Reject more than you accept

3. STORY MATTERS
   - Prefer Australian makers
   - Prefer sustainable materials
   - Know the provenance

4. STYLING BUNDLES
   - Products designed to work together
   - Pre-styled "looks" for easy buying
   - Upsell through coordination

5. HANDMADE HEART
   - Bedhead cushions remain handmade core
   - "Made by Emily" is premium tier
   - Story never gets lost in expansion

BUSINESS MODEL EVOLUTION

2026: MAKER
├── Emily makes everything
├── Revenue: Product sales (100%)
├── Margin: High (70%+)
└── Constraint: Emily's time

2027-2028: MAKER + PARTNER
├── Emily makes core products
├── Partners manufacture designed products
├── Revenue: Product sales (100%)
├── Margin: Good (60-70%)
└── Constraint: Partner capacity

2029-2030: PLATFORM (Light)
├── Emily makes signature products
├── Partners manufacture designed products
├── Curated products from Australian makers
├── Revenue: Product sales + Commission (potentially)
├── Margin: Mixed (55-65%)
└── Constraint: Brand reputation

PARTNERSHIP FRAMEWORK

MANUFACTURING PARTNERS (Tier 2 Products)
├── What: Australian manufacturers who produce to Arlem specs
├── Model: Arlem designs, partner manufactures, Arlem sells
├── Margin: 60-65% (lower than handmade, but scalable)
├── Examples: Linen sheets, duvet covers, larger cushions
└── Selection Criteria: Quality, Australian, ethical, reliable

WHOLESALE PARTNERS (Tier 3 Products)
├── What: Australian makers whose products Arlem curates
├── Model: Arlem buys wholesale, marks up, sells
├── Margin: 40-50% (standard retail markup)
├── Examples: Lighting, furniture, decor objects
└── Selection Criteria: Aesthetic fit, quality, Australian preferred

CONSIGNMENT PARTNERS (Future Potential)
├── What: Partner products sold through Arlem, pay on sale
├── Model: No inventory risk, commission model
├── Margin: 20-30% commission
├── Examples: Higher-value furniture pieces
└── Selection Criteria: Brand alignment, limited to premium

EMILY'S TIME ALLOCATION (Evolution)

2026: Maker-Heavy
├── 60% Production
├── 20% Content/Marketing
├── 10% Business Operations
└── 10% Product Design

2028: Balanced
├── 30% Production (handmade signature only)
├── 30% Content/Brand (Emily as face)
├── 20% Product Design/Curation
└── 20% Business/Team

2030: Creative Director
├── 10% Production (signature limited editions)
├── 30% Content/Brand (thought leader)
├── 40% Product Design/Curation
└── 20% Business Strategy

KEY: Emily's value shifts from "hands making" to "eyes curating" and "voice teaching"

CHANNEL STACK (Priority Order)

1. SEO (Organic Search)
   ├── Already ranking for bedhead terms
   ├── Expand to bedroom styling keywords
   ├── Content is the moat
   └── Target: 40% of traffic by 2030

2. Email Marketing
   ├── Owned channel (algorithm-proof)
   ├── Highest ROI ($36 per $1)
   ├── Nurture + convert + retain
   └── Target: 30% of revenue by 2030

3. Instagram
   ├── 1,522 followers with perfect demographics
   ├── Brand building + social proof
   ├── Reels/video content priority
   └── Target: 15% of traffic by 2030

4. Pinterest
   ├── High purchase intent (visual search engine)
   ├── Long content lifespan
   ├── Perfect for bedroom styling
   └── Target: 15% of traffic by 2030

5. Paid Advertising
   ├── Scale lever (not foundation)
   ├── Retargeting first, then cold
   └── Target: 15% of traffic by 2030 (paid contributes but efficiently)

BEST PERFORMING DEMOGRAPHICS (by CTR):
1. Female 45-54: 5.18% CTR (highest!)
2. Female 35-44: 4.80% CTR
3. Female 25-34: 4.20% CTR

RECOMMENDATION: Expand target to 28-55 (not just 28-45)
94% of spend went to female audience (correct targeting)

FUNNEL-BASED APPROACH

AWARENESS (10% budget)
├── Objective: Video Views
├── Content: Brand story, behind-the-scenes
└── Audience: Broad AU women 28-55

CONSIDERATION (30% budget)
├── Objective: Traffic
├── Content: Product showcases, styling tips
└── Audience: Interests (home decor, bedroom)

CONVERSION (40% budget)
├── Objective: Conversions (Purchase/ATC)
├── Content: Product-specific, testimonials
└── Audience: Website visitors, retargeting

RETENTION (20% budget)
├── Objective: Catalogue Sales
├── Content: New arrivals, cross-sell
└── Audience: Past purchasers

Traffic Ads → Pixel fires ViewContent
      ↓
Meta learns who engages → Builds Lookalikes
      ↓
Retargeting triggers automatically:
├── ViewContent → Show product carousel (24h)
├── AddToCart no purchase → Show testimonials (48h)
├── AddToCart no purchase → Show 10% off (7d)
      ↓
Every Purchase improves targeting
      ↓
Lookalike of Purchasers → Better cold traffic

BEDROOM STYLING CONTENT HUB

PILLAR 1: Bedroom Styling Guide (Main)
├── How to Style a Bed Like an Interior Designer
├── The Complete Bedroom Styling Checklist
├── Bedroom Color Schemes That Work
├── Small Bedroom Ideas That Maximise Space
└── Bedroom Trends [Year]

PILLAR 2: Product Guides
├── The Ultimate Bedhead Cushion Guide
├── Choosing the Right Sheets for Australian Climate
├── Bedroom Lighting Guide
├── How to Choose Bedroom Furniture
└── Bedroom Rug Sizing Guide

PILLAR 3: Care & Maintenance
├── How to Care for Linen Bedding
├── Keeping Your Bedroom Fresh (seasonal)
└── Product-specific care guides

PILLAR 4: Australian Living
├── Australian Bedroom Trends
├── Styling for Australian Climate
├── Supporting Australian Makers
└── Adelaide/SA local features

1. Arlem Products
2. Bedroom Styling Ideas
3. Neutral Bedrooms
4. Colorful Bedrooms
5. Small Bedroom Ideas
6. Australian Bedrooms
7. Bedroom Trends [Year]
8. Linen Bedrooms
9. Textured Bedrooms (Boucle, etc.)
10. Bedroom Lighting Ideas

THE ARLEM STORY

CHAPTER 1: THE ORIGIN
Emily, a qualified interior designer, kept running into the same
problem: her clients loved the styled bedroom looks she created,
but couldn't find the key pieces themselves. Mass-market was
mediocre. Luxury was inaccessible. There was no middle ground.

CHAPTER 2: THE FIRST STITCH
So Emily started making bedhead cushions by hand in Adelaide.
Each one crafted with the same care she'd put into a client's
home. Certified sustainable linen. Vegan inserts. Made to order.

CHAPTER 3: THE VISION
But a beautiful bedroom is more than one cushion. Emily began
curating everything needed to style a complete bedroom—sheets,
throws, lighting, furniture—all selected with a designer's eye.

CHAPTER 4: THE INVITATION
Today, Arlem is Australia's bedroom styling destination.
Whether you're starting with one handmade cushion or styling
a complete room, we're here to help you create a bedroom you
love waking up in.

THE NAME
Arlem = Arlo + Emily + M(arried)
(Arlo is the dog. The real boss.)

REVENUE GROWTH

     $5.0M |                                    ★
           |                                  ★
     $3.0M |                              ★
           |                          ★
     $2.0M |                      ★
           |                  ★
     $1.0M |              ★
           |          ★
     $500K |      ★
           |  ★
     $100K |  ★
           +--★──────────────────────────────────
           2024  2026  2027  2028  2029  2030
          (past) (now)

Target CAGR: 60-70% annually 2026-2030

DEFENSIBILITY ASSESSMENT

STRONG MOATS (Hard to Copy):
┌─────────────────────────────────────────────┐
│ 1. Emily's Credentials + Personal Brand      │
│ 2. "Bedroom Specialist" Positioning          │
│ 3. Accumulated Content/SEO Assets            │
│ 4. Customer Relationships (Email List)       │
│ 5. Curation Reputation                       │
└─────────────────────────────────────────────┘

MEDIUM MOATS (Copyable with Effort):
┌─────────────────────────────────────────────┐
│ 6. Partner Relationships                     │
│ 7. Product Quality Standards                 │
│ 8. Brand Recognition                         │
└─────────────────────────────────────────────┘

WEAK MOATS (Easily Copied):
┌─────────────────────────────────────────────┐
│ 9. Individual Products                       │
│ 10. Pricing                                  │
│ 11. Website Features                         │
└─────────────────────────────────────────────┘

                    HIGH IMPACT
                         │
    Scaling Too Fast     │     Competitor
    (Quality Drops)      │     Response
                         │
                         │
LOW LIKELIHOOD ──────────┼──────────── HIGH LIKELIHOOD
                         │
    Economic             │     Capacity
    Downturn             │     Constraints
                         │
                    LOW IMPACT

THE ARLEM FORMULA

1. SPECIALIST > GENERALIST
   └── Own bedroom while others do everything

2. CURATION > CATALOGUE
   └── Less is more. Quality over quantity.

3. AUTHORITY > ANONYMITY
   └── Emily as expert. Face and voice.

4. COMMUNITY > TRANSACTIONS
   └── Build relationships, not just sales.

5. CONTENT > ADS
   └── Organic foundation, paid amplification.

6. PATIENCE > HASTE
   └── 5-year vision, not overnight success.

THE 5-YEAR MARCH

YEAR 1 (2026): FOUNDATION
├── Relaunch successfully
├── Own bedhead cushion category
├── Build content foundation
└── Milestone: First $15K month

YEAR 2 (2027): EXPANSION
├── Launch bedding textiles
├── Establish styling authority
├── Grow email to 5K+
└── Milestone: First $100K quarter

YEAR 3 (2028): SCALE
├── Add accessories, lighting
├── First furniture curation
├── First hire
└── Milestone: $850K revenue

YEAR 4 (2029): ESTABLISHMENT
├── Full bedroom range
├── Brand recognition achieved
├── Team growing
└── Milestone: Seven figures

YEAR 5 (2030): DESTINATION
├── #1 online bedroom destination
├── Complete product platform
├── Sustainable, profitable
└── Milestone: $3-5M revenue