Is the market saturated?
The kitchen sink market certainly seems saturated.
You got your basic stainless Home Depot special for $30-50, your fancy cast iron single or double for $100-500, your even fancier apron front farmhouse style for $300 to $1000+, your ULTRA luxe hand-hammered copper or custom soapstone unit for… well… let’s just say “more.”
I bet you don’t know a single person who needs a sink and doesn’t have one.
And folks don’t change their sinks all that often, either. It’s not a fast-churn product like soap or seasonal clothing.
Does that mean all the companies that make and sell sinks are crazy and doomed to fail?
Maybe especially one that costs an average of $5,000?
No, I didn’t make that up. (And no, it’s not made out of diamonds.)
Behold, The Galley Sink:
This sink is 5 feet long and has 2 faucets.
I believe I speak for everyone when I say 😯
And yet… they sell!
A: Like this: Watch their demo video. Yes, it is truly worth your time. I’ll wait…
Back? OK AWESOME LET’S TALK SHOP.
How brilliant is that video?
Yes, the pacing is a bit off and the music is cliché and it could be, in many ways, so much better. But it doesn’t need to be.
It is a brilliant demo video.
Of course, they couldn’t make that brilliant demo video if they couldn’t perform a brilliant demo.
And they couldn’t perform a brilliant demo if they took the industry standard approach to selling sinks:
“It’s just like any other sink, but prettier and/or fancier material.”
There probably are enough Just Like Any Other Sinks in the world.
But if you can take a “saturated” product and figure out how to make the actual function and experience a hundred times better?
People will be willing to pay a hundred times more.
You change the conversation… the objections… the justifications:
Regular Sink: “Why pay $5,000 for a sink when you can get one at Home Depot for $50?”
Galley Sink: “Why pay $5,000 for a sink? Well it’s a lot cheaper than enlarging your kitchen. Because you need three times the counter space for the same functionality. And you’ll still be wiping those counters down between every step.”
A sink could be just a hole to stick your dishes in.
Or it could be a powerful ally in the messy and work-intensive process of producing food.
That’s the power of observing what people really do, what really hurts, and creating a product that really kills those pains.
And then the marketing practically produces itself.
And you can pull the plug on “saturation.”