We were approached by Bangra Furniture, a manufacturer based in Jaipur, India, specializing in high-quality French-Style and Modern furniture. While successful in the domestic market, they faced a significant challenge in breaking into the export segment.
For two years, they had invested heavily without success:
- They used platforms like IndiaMART.
- They paid substantial fees to multiple marketing agencies.
- They exhibited at several trade shows with walk-ins and dedicated stalls.
Despite these efforts, they had failed to secure a single export order.
The Challenge: A Limited Budget and a Profit-Sharing Model
Our initial conversation with Bangra Furniture was unique. The client was understandably wary of burning more money on traditional marketing channels like SEO, Google Ads, or social media campaigns. They wanted a concrete, effective strategy that could work within an extremely limited budget.
The Proposal: They offered Linea Digitech a share of the order value—up to 20%—if we successfully generated export sales.
This proposal signaled desperation, yet it presented a compelling challenge. We had to ask ourselves: How could a manufacturing unit producing top-notch, cost-effective furniture not be able to secure export orders? Though we typically do not work on a profit-sharing basis, the unique challenge and the quality of their product convinced us to meet the team and explore a solution.
Diagnosis: Identifying the Gaps
Our on-site visit confirmed that their products were of top-notch quality and their pricing was significantly below market averages for comparable items.
The core issues lay in their sales and digital infrastructure:
| Category | The Issues We Found |
| Digital Presence | Website was in poor shape; no business listings; no “trust signals” for international buyers. |
| Sales Process | Leads were not followed up properly; responses were inadequate; lack of experience dealing with large business houses in Europe/Gulf. |
| Campaigns & Leads | Past campaigns targeted the wrong products; difficulty converting leads due to high Minimum Order Quantity (MOQ); no verifiable international references. |
| Infrastructure | No robust lead management or Customer Relationship Management (CRM) system in place. |
Our Solution: The End-to-End Deal
We sat down with Mr. Rakesh Sharma, the owner of Bangra Furniture, and presented a comprehensive, end-to-end plan:
- Our Fee: 20% of the final order value.
- Client’s Investment: A one-time, limited upfront investment of approximately ₹40,000 INR for a basic website build and another ₹40,000 INR for essential tools and resources.
- Timeline: Two months to secure the first orders.
He agreed, and we immediately began execution.
Phase 1: Building Trust and Infrastructure
Once the contract was signed, we allocated a dedicated team to build the essential foundation:
- Website Development (12 Days): We launched a basic, professional website featuring:
- A brief company profile and history.
- Detailed product categories and listings.
- An inquiry cart feature for wholesale buyers.
- A sign-up option for wholesalers.
- Creating the Pitch Deck: We simultaneously created a simple yet powerful PDF presentation answering the core questions of any potential B2B buyer: Who we are, what we can do, and why you should consider us.
- Establishing Trust Signals: Crucially, before any marketing began, we focused on building credibility. We created profiles on platforms like Trustpilot and contacted all of Bangra Furniture’s past domestic clients. We secured 15 genuine client testimonials in just three days.
Phase 2: Targeted Market Analysis and Data Extraction
Our marketing team analyzed the markets in Europe, the Gulf, and the USA to identify high-potential sectors and platforms:
| Target Region | Target Audience |
| Europe | Co-working Houses, Wholesalers of Office Furniture, Wholesalers of Domestic Furniture. |
| UK Specific | Bespoke Contract Furniture suppliers. |
| The Gulf | Furniture Wholesalers, Office Furniture Wholesalers. |
We then leveraged our tools to extract and filter data, compiling a list of over 40,000 targeted business houses. This data included business names, verified email addresses, mobile numbers, and LinkedIn profiles.
Phase 3: Launching Multi-Channel Campaigns
We were ready to launch our first campaign:
- Customized Email Campaign: We launched a first-day campaign to 5,000 prospects. The emails were highly customized—not just with the recipient’s name, but also with a small personalized detail about their business, ensuring the message did not appear as spam before pitching Bangra Furniture. This immediately generated a few quick replies.
- LinkedIn Networking: We started sending connection requests from the Director’s (Mr. Rakesh Sharma’s) LinkedIn account, carefully managing the sending rate to build a genuine network of decision-makers over time.
- WhatsApp Marketing: We reserved WhatsApp for follow-up. We targeted the prospects who had not replied to the email campaign and launched a WhatsApp marketing sequence. This instantly generated hundreds of inquiries.
Phase 4: Lead Management and Conversion
The sheer volume of leads necessitated immediate action.
- CRM Integration: All leads were exported and centralized into a dedicated CRM. We configured the website database with the CRM to enable fast, one-click quotation generation.
- Becoming Industry Experts: A dedicated Linea Digitech resource was allocated for lead management. While we relied heavily on Bangra Furniture’s product knowledge initially, within 10 days of managing the constant flow of technical queries, we became experts ourselves, efficiently handling buyer questions.
The Conversion Breakthrough: Solving the MOQ Problem
The biggest challenge, as anticipated, was the Minimum Order Quantity (MOQ). Most leads wanted small samples, not large container orders.
Our campaign design helped us solve this. We had pitched only a few top-selling, customizable products. This allowed us to categorize and group the leads:
- The Grouping Strategy: We identified 43 leads inquiring about similar armchair frames with different fabrics/carvings.
- The Pitch: We convinced these 43 leads to order 5 sample pieces each, telling them we were consolidating a small shipment anyway. 38 of them agreed.
- The Result: $38 \times 5 = 190$ chairs. We successfully grouped other small orders (study tables, side tables) to achieve the volume equivalent of three full containers primarily destined for Europe and the Gulf.
Solving the Shipping Barrier: To manage the smaller, initial orders and shipping logistics, we leveraged our network. We contacted two of our existing furniture clients—one in the UK and one in the Gulf. We explained the situation, and they agreed to receive the consolidated containers under their names.
Within two months, with all deposits and shipping fees secured, we shipped two containers to the UK and one to the UAE, distributing the goods to the end clients via a local delivery tie-up.
The Results: Exponential Growth
The first share of the profit was a crucial milestone, but it was just the beginning.
- Month 3: The initial sample clients began placing full orders, typically twice the size of the MOQ they had initially resisted.
- Major Deal: A co-working space in Europe placed a massive order for 75 phone booths, 300 writing desks, and 700 chairs, totaling more than €200,000 Euros to be fulfilled over eight months.
This success was the result of hard work, meticulous planning, trusting the process, and solving every unexpected challenge—and it validated a new business model for us.
Conclusion: Our Commission-Based Export Model
We are now working with a growing number of exporters on a commission-based model, where we generate verified international orders and receive a percentage cut upon payment receipt.
Are you an exporter looking for international orders?
Get in touch and schedule an obligation-free call. We can discuss your business and explore the possibility of working together on a similar, results-oriented basis.
✉️ Send an email to support@lineadigitech.net
This is an excellent addition to your case study, helping to summarize key takeaways for your website visitors and improving search engine optimization.
Here are the Frequently Asked Questions (FAQs) based on the case study, followed by the necessary Schema Markup.
Frequently Asked Questions (FAQs)
1. What was the main challenge Bangra Furniture faced before working with Linea Digitech?
Despite producing quality, cost-effective French-Style and Modern furniture, they failed to secure any export orders for two years, even after spending heavily on marketing and trade shows. Their major internal issues included a poor digital presence, a lack of international ‘trust signals,’ and an inability to convert leads due to high Minimum Order Quantity (MOQ) demands.
2. How was the partnership between Linea Digitech and Bangra Furniture structured?
The partnership was based on a profit-sharing, commission model. Linea Digitech took 20% of the value of any export order generated. Bangra Furniture’s only upfront investment was a small, one-time fee (approximately ₹80,000 INR) for basic website development and essential marketing tools, minimizing their financial risk.
3. What was the key strategy used to overcome the Minimum Order Quantity (MOQ) challenge?
The key was a grouping strategy. Linea Digitech consolidated smaller, initial inquiries from multiple different clients for similar products (like armchairs) into a single, consolidated sample order. By convincing 38 separate leads to take 5 sample pieces each, they met the volume needed for a full container shipment, effectively solving the MOQ problem for the initial client batch and allowing the shipment to proceed.
4. Which marketing channels were most successful in generating the initial hundreds of inquiries?
A multi-channel approach was used. The campaign started with highly customized email marketing and strategic LinkedIn networking with decision-makers. The highest volume of instant inquiries came from a follow-up WhatsApp campaign, which targeted prospects who had not responded to the initial emails.
5. What were the final results of the two-month engagement?
Within two months, three full containers of furniture (two to the UK, one to the UAE) were successfully shipped, generating the first profit share. This success quickly led to larger, recurring orders from the sample clients, including a major long-term contract worth over €200,000 Euros from a European co-working space.
