Constant innovation is key for success

From a pop-up at a local market to a full-fledged online organisation, DRAWDECK founders believe that constant development is essential for success. In 2014, DRAWDECK began at the regional markets such as Ripe Market and Excellent Vibes Market at Alserkal Opportunity. “As a start-up, we bootstrapped and didn’t have adequate marketing spending plan to promote DRAWDECK. So, we went to the pop-up markets to construct brand awareness,” share co-founders Alex Dunn and David Hammond.

Six years on, DRAWDECK runs in the UAE and Australia with a studio in Dubai and a fulfilment centre in Brisbane.

So, what’s DRAWDECK all about?

It is a home-grown brand name started by Dunn and Hammond that offers affordable however high-quality digital wall art made by independent artists globally, and curated by the DRAWDECK group. Every sale made on DRAWDECK straight supports the artist behind the design.

Art inspires both Dunn and Hammond, and they were keen to develop a platform that artists might use to display their works. “In Dubai, there are either high-end galleries or idea and furniture stores offering printed artworks. We produced DRAWDECK as a platform that linked skilled artists from around the globe with people here who value art,” Hammond shares.

“We invite artists from around the globe to develop their profiles on DRAWDECK and sell their art work through our e-commerce platform,” Dunn elaborates.

DRAWDECK has 200 artists onboard, many of whom are based worldwide and are able to access a totally brand-new market through the online platform without being based in the area. The business model is wise however basic. “We are adding around five artists each month to be able to curate the art work thoroughly and promote the artists too. We have set a base price for all products. The artist develops on top of that base price depending upon what they wish to make per sale. This design guarantees that we receive a standard commission for every single sale made on DRAWDECK.”

We’ve included new profits streams

The e-commerce platform is just one of the revenue streams for DRAWDECK. With time, the brand name has gone from strength-to-strength, adding a business-to-business (B2B) section, complementing the business-to-consumer (B2C) platform.

On the B2B side, DRAWDECK supplies art work to industrial jobs. “As DRAWDECK began gaining popularity, we were approached by interior decoration companies and fit-out agencies. We started providing art work, made by regional artists in addition to internal, to dining establishments and hospitality jobs,” Hammond shares. “More recently, we also purchased a framing principle. The brand followed a traditional sales technique and utilized to depend on walk-ins. We modernised, rebranded and launched Draft Frames as a digital service in March 2020. It enables customers to upload photos through their cellphone and we frame and provide it to them.”

The earnings from the B2B side of business has helped DRAWDECK scale up the B2C platform. “It gave us the much-needed digital marketing spending plan that we didn’t have before,” Dunn states. “It has actually helped us to strengthen the technology foundation of business, by reinvesting and redeveloping the website.”

Strengthening the tech foundation

Currently, DRAWDECK is searching for a round of investment to further boost the innovation foundation to make sure that creativity is lined up with the consumer experience online.

“We have prepared for an interesting technology roadmap upon a successful Series A financing. We already have fulfilment partners in Australia, Europe and the US who are ready to start as quickly as we present the new website. While we have structured the payment procedure, we will soon add a ‘pay later on’ payment strategy on the site, giving consumers the alternative to split their payment throughout four months,” Dunn reveals.

“We also wish to develop our own algorithm using expert system (AI) that will curate material based upon the user’s preference. We wish to construct a virtual gallery wall that will assist the user visualise an art work in their home. We are keen to construct an enhanced truth (AR) made it possible for app that will assist the user to select an art work from DRAWDECK and superimpose it on their wall prior to purchasing,” he adds.

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Opportunities can emerge from a crisis

Even as the COVID-19 pandemic affected numerous companies, DRAWDECK’s B2C sales increased drastically. “Our revenue for the second quarter of 2020 increased by 82% compared to the previous quarter. In May, DRAWDECK taped a 70% increase in sales compared to April. The traffic to the website and social networks has actually increased substantially, so has incoming queries causing higher conversion and sales,” Dunn shares.

“On the B2B side, as some projects were put on hold, we had a slight influence on invoicing. The B2C business supported our development. Our numerous profits generation streams have kept us afloat,” Hammond states.

As DRAWDECK leveraged on the benefits of having numerous revenue streams, it has actually likewise been ‘accountable’ in its technique to doing business. “As part of our current collaboration with One Tree Planted, for each print sold on DRAWDECK, we plant one tree in return. A number of our wood frames are already FSC certified, as we source wood from responsibly managed forests,” Dunn shares.

“Importantly, we have always ensured having enough money in the bank to pay for overheads, including wages and rent. A lot of opportunities can emerge from a crisis, however as businesses, we have to believe about offering things that are meaningful, so that as soon as the scenario stabilises, people will return,” Hammond adds.

“And consistent innovation is essential for success,” they conclude.

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