Strengths

• Over four decades in the furniture business has established Shine Company as one of the most reliable furniture stop shops in California. Shine Company has also served as a primary drop-ship vendor in the U.S. for the past 15 years.

• Shine brags of manufacturing exceptional furniture with the right mixture of comfort, style, and value. The company prides itself on offering a diverse variety of products that meet different consumer needs. For instance, Adirondack furniture which provides a variety of color, and utilizes polyurethane paint that is resistible to sunlight and heat. Cedar products, on the other hand, are incredibly durable and resistant to decay.
• In 2017, the company expanded and embraced recycled plastic furniture for commercial and home use. This has enabled Shine to meet the growing demand for eco-friendly products.
• Shine also provides a relatively more extended warranty on its products, as compared to its rivals. Recycled plastic products have five and three-year warranties for residential and commercial products, respectively.

Weaknesses

• Shine Company fails to utilize the full benefits of social media. Shine's social media pages are not linked to the website page. In addition, the company's Facebook, Twitter, and Instagram pages are unverified. Shine Company has 15 followers on Facebook, about 100 followers on Instagram, and 3 followers on Twitter. This reveals a dire need for a social media revival to realize the full benefits of social media marketing for Shine.
• Product prices offered by Shine Company appear to be fixed. In addition, there are no discounts or marketing strategies such as free shipping that may attract a customer to purchase a product. On the other hand, Outdoor Elegance, a competitor, provides discounts on multiple products. Based on this fact, a customer could easily overlook Shine and settle for the competitor's product(s).

• The company website does not provide a phone number for customers that may need direct assistance from a company representative. Instead, an address and a contact form are given. This communication channel might not be useful for customers in need of an immediate response. Companies must provide contact alternatives, including emails and a variety of phone numbers. Outdoor Elegance, one of their key competitors, provides a variety of contact options, including two phone numbers and an email.
• Shine company has neglected content marketing in the promotion of its products and services. The company should consider creating and marketing its content through blog posts and videos for improved SEO, website visibility, and other benefits that lead to improved sales.

Opportunities

• Studies show that website conversion rates are 6X higher for content marketing adopters than for non-adopters. Studies have also revealed that 78% of consumers prefer to know a company via articles than ads. Content marketing is an excellent opportunity for Shine to attract a new audience.
• Reports have shown a steady growth curve and growing consumer spending on US furniture. Another report by Statista has also revealed a 0.7% CAGR between 2020 and 2023 for the industry. Shine is likely to benefit from this projected growth.
• The rise of environmental consciousness in the purchasing of products is an opportunity for Shine to market its recycled plastic furniture. The company should take advantage of this trend to market its new eco-friendly products to the millennial market.

Threats

• Shine company faces stiff competition from luxurious and established brands like Outdoor Elegance, Brown Jordan Company, and Universal furniture. Universal Furniture, for instance, receives publicity from features in a wide range of renowned magazines like The Hollywood Reporter, Southern Living, and Food&Wine.
• Outdoor Elegance's showroom, on the other hand, is open every day of the week while Shine Company only opens from Monday to Friday.

Strengths

• Perhaps the greatest strength of Tiny Organics is the company's highly differentiated and yet widely appealing product set.
• As a New York City-based producer and distributor of baby food, Tiny Organics is uniquely suited to satisfy a diverse array of baby food preferences, including the desire for baby food that is plant-based, organic, free from Big-8 allergens, consistent with baby-led weaning and available in a wide variety of flavors.
• In addition to the fact that these product features appeal to a variety of consumer segments and needs, the formulation of all of the company's baby foods are also backed by science.
• In particular, Tiny Organics is a member of the Food and Nutrition Innovation Council at the Friedman School of Nutrition Science and Policy at Tufts University.
• Moreover, all of the company's products are created under the direction of Dariush Mozaffarian, MD, DrPH, who is a professor at the Friedman School.
• This prominent association with well-credentialed research institutions and nutritional leaders offers Tiny Organics a level of credibility that is essential for the business, not only as a startup, but as a producer of goods and services for a highly sensitive retail segment.
• Finally, the company also benefits from the financial backing and support of its investors, most notably including Elizabeth Street Partners and Human Ventures.
• Not only have these firms provided Tiny Organics with a substantial $2.5 million in seed funding, but their leadership alongside other key company hires (e.g., Carolyn O'Hare, Victor Friedberg) offers much-needed expertise to a startup whose founders have limited professional experience in the food industry.

Weaknesses

• Amid these advantages, however, Tiny Organics also faces a variety of substantial corporate weaknesses, including the company's limited distribution network, low level of public awareness and relatively untested concept and operations.
• At present, the company's sales are entirely based on a direct-to-consumer model, wherein customers order products through the company's website, and Tiny Organics ships these orders frozen through the mail to all US states except Hawaii and Alaska.
• While this distribution model appears to be fairly efficient and offers the company a relatively high level of control over product quality, it may limit Tiny Organics' visibility and reach with interested customers.
• Additionally, the limitations of this sales and distribution approach appear to be exacerbated by Tiny Organics' limited customer visibility.
• While the company has received some coverage in the media (e.g., CNet, AlleyWatch, Food Navigator), it currently struggles with very low website visibility (less than 2,500 monthly visits) as well as limited followings on Facebook (1,503 followers), Twitter (63 followers), Instagram (12,300 followers) and Pinterest (878 monthly viewers).
• Finally, Tiny Organics' concept remains relatively unproven, including the appeal of its products to consumers in different geographies and its ability to scale operations.
• Specifically, the company recently completed a pilot with 100 families in New York, and launched nationwide shortly thereafter in October 2019.
• This significant and immediate expansion of the company to a national scale and new consumers markets may create the possibility for operational failures as well as a potentially less favorable product launch across the country's diverse communities.

Opportunities

• Despite these weaknesses, Tiny Organics is likely to benefit from the larger opportunities within the US baby food market, as well as the trend towards plant-based and organic food in the country.
• According to Statista, the US baby food market will reach $7.857 billion in 2020, and will continue to grow annually at a rate of 1.4%.
• In addition to the tremendous revenue opportunities that this sizable market represents, ResearchAndMarkets adds that growing demand for organic products is a major industry trend, and is shifting market share to more expensive products and natural food retailers.
• Combined with other US trends towards plant-based and allergen-free food products, the goods and services offered by Tiny Organics are well-positioned to attract positive attention and gain market share.

Threats

• However, Tiny Organics also face significant competition for market share within the overall US baby food industry, as well as in niche categories such as organics.
• According to ResearchAndMarkets, the US baby food industry is led by a consortium of established conglomerates with greater experience and brand recognition, such as Nestle (Gerber), Abbott, Mead Johnson, Hero and Campbell Soup.
• Moreover, many of these players, including Nestle, Abbot and Hero, have already entered niche markets such as organic baby food in the region.
• As such, competing for brand visibility and customer share of wallet will likely be ongoing challenges for Tiny Organics as the company navigates this highly competitive market space.

Strengths

• Founded in 2014, VillageLuxe is a luxury clothing rental site based in New York City. VillageLuxe is recognized for offering well-known designer brands, such as Balenciaga, Gucci, Chanel, Saint Laurent, The Row, Hermès and Céline.
• The company's distribution model allows peer-to-peer borrowers to pick-up directly from lenders, have deliveries made via courier or utilize standard shipping methods across the United States.

• On VillageLuxe, users gain access to goods at a fraction of the retail cost. Whereas a new pair of Chanel size 7 shoes may retail for $1200, a registered member may rent them used for as low as $113/week or purchase them outright for nearly half the original price.

• The platform has created a community of like-minded women who are able to both share and see a return on their investments. Rather than leaving unworn clothes in closets to gather dust, VillageLuxe allows women to advertise and profit from their luxury goods.
• Renters are often also borrowers. Over 40 percent of the women who list apparel on the site use their earnings as credit for renting.
• The company seeks to promote the ultimate cycle of sustainability, keeping otherwise unworn clothes in use and accessible to many who might otherwise be unable to afford them.

Weaknesses

• Previously, VillageLuxe was an invite-only platform, thus an interested party was only able join the site if a current member invited them. With more than 20,000 interested individuals on the marketplace's wait list, they transitioned to an open platform and now anyone is able to register to borrow or purchase clothes. While opening up to the public has created more opportunities for sharing, it has also degraded the trust factor between owners and borrowers.
• As is the case with any sharing economy platform, VillageLuxe users may face safety risks. This concern may be of particular interest to those sharing in the wake of the spread of Covid-19.

Opportunities

• As the sharing economy expands, so too will opportunities for VillageLuxe's growth. In 2017, the global online rental market was valued at $1 billion and by 2023 is expected to reach $1.9 billion. North America stands as the market leader, accounting for 40 percent of the global market share in 2017.

• In 2018, the rental site secured a substantial $2 million in seed funding and boasted over $10 million in apparel. As the platform grows, the company's worth will grow along with it.
• As of 2016, two years since the company's launch, VillageLuxe hadn't "spent a penny" on marketing, yet the company already enjoyed a rather large membership base. Looking to the future, founder Julia Gudish Krieger intends to focus much more on branding and marketing.
• Presently, VillageLuxe is a women's only clothing site. Therefore, there is room for growth into men's fashion, as well.

Threats

• The biggest threat to VillageLuxe is the rise of similar sharing platforms. Not only are there nearly identical sharing apps, such as YCloset, but many clothing apparel stores are beginning to offer renting options of their own. Among these are such notable brands as Eileen Fischer, Anthropologie, Banana Republic and more.

Strengths

• Public Goods has highly differentiated itself from its competitors by offering products that have passed standards in environmental sustainability.
• Public Goods offers products at a lower price than most of the retailers in the market today by cutting out the middlemen in the supply chain.
• The company has a strong corporate social responsibility program through which it donates extra inventory and product development samples to a string of charities, shelters, schools, and non-profit organizations. Some organizations that Public Goods has managed to support include; Clean the World, Eden Reafforestation Projects, Freedom House, Feeding America, Project Q, CHiPS, Miss Amazing, and Welcome Home.
• They also have a strong and loyal customer base. Some of Public Goods's products have as many as 148 reviews with an average rating of 4.5. Furthermore, the company has a broad audience reach of 90k followers on Instagram.
• Public Goods has employed effective content marketing strategies to promote its products. The blogs have targeted audiences who either use the products or share the objectives of environmental sustainability. The company's content team is also up to the task in responding to comments made and giving out coupons for valuable contributions. Readers can also easily share blog posts on various social media platforms, including Facebook, Pinterest, Twitter, and LinkedIn.

Weaknesses

• Currently, Public Goods is a team of only 10 employees. Compared to multinationals like amazon and Wallmart, Public Goods cannot satisfy a wide range of customers.
• Only the Instagram social media page is available on the website's landing page. There is no evidence to show that they have a presence on Twitter and their Facebook page is not linked to the company's website.

• There is little to no information on the website regarding the team behind Public Goods, meaning that their audience is in the dark as to who the team leader is.

Opportunities

• There is plenty of room for global expansion as the world streamlines its focus on environment-friendly products. Studies have revealed that buyers are now more than ever, leaning towards recyclable, low-cost, and high-quality products.
• The company does not have a physical store. This should also be an opportunity for the company to grow its reach to a broader audience that is not open to online shopping.

Threats

• Although the vast majority of products are American-made, others, including bamboo-based products, come from China. The COVID-19 pandemic is a threat to the constant supply of bamboo materials. Many Chinese cities are still in lockdown while workers have been forced to stay home after the outbreak of the new Coronavirus.
• Launched in 2016, the Public Goods Company is relatively new in the market. The company faces stiff competition from established brands like eBay, Trader Joe's, Target, and Amazon, which already have a substantial presence in the market.

Strengths

• Aside from being the largest marketplace of its kind, OpenSea also offers the widest variety of crypto asset categories at better prices than their competitors. Examples of some types of crypto assets include digital collectibles, gaming items, digital art, and other digital goods.

• The company is diligent about joining forces with other talented users and developers. By working with expert game developers, it has allowed them to build a customizable website/online store fronts that permit users to buy and sell their digital assets automatically.
• OpenSea consists of only a few employees, all with backgrounds from notable institutions and companies, including UC Berkeley, Stanford, Facebook, Pinterest and Google. The company is also backed by some of the most well-known capital venture firms, including Coinbase Ventures, Blockchain Capital, YCombinator, Blockstack, Founders Fund, and 1Confirmation.
• The company utilizes smart contracts, which essentially means that customers own their digital assets through the site. Users can buy, sell or trade any of their assets using a smart contract, ensuring more security and authority over them.
• Currently, 7 out of 10 non-fungible tokens (NFTs) are solely mechanized through OpenSea.

Weaknesses

• OpenSea is only compatible with Ethereum but it is one of many computing platforms that have a smart contract component.
• IOpenSea is still a start-up company, with many of their competitors being more established in the industry.
• Just like any other marketplace involving goods and/or services, they are not immune to fakes and forgeries.  
• The idea of trading crypto assets, is still not that popular of an idea and many people are not knowledgeable about the topic.
• OpenSea currently takes a fee from all successful transactions that are completed. Other close competitors, such as Rare Bits, do not.

Opportunities

• OpenSea has plenty of opportunity for growth as the digital world is becoming more focused on blockchain-based assets. There are also increased growth opportunities by incorporating other blockchain technology platforms besides Ethereum.
• The company has a lot of growth potential with NFTs as it becomes a more widely-used and accepted currency on the Internet.
• The company does not currently share a lot of information publicly, which gives them the opportunity to grow their reach and user understanding by announcing their plans for the future as well as any other information that would be helpful to new and/or existing users.

Threats

• OpenSea's top competitors all offer similar services to the company. A few of the company's major competitors are Rare Bits, Block Punk, and CryptoKitties.
• Rare Bits, despite being a more rent startup, is more profitable than OpenSea. They also do not charge any fees, unlike OpenSea.

Strengths

• Kaiyo makes their discount immediately visible to customers and consumers who visit their website in the form of a pop-up dialogue box that prompts the website visitor to take advantage of the opportunity.
• Kaiyo tries to keep their customers engaged by displaying the newest/ the latest available furniture first, and includes information such as the price (with a comparison of 'then' and 'now') and a brief description of the product.
• The company/brand has been recognized for its sustainable efforts and highlights sources/places that it has received mentions including Forbes, Money, Fast Company, Business of Home and Martha Stewart. It has also pledged to plant a tree for each completed order, via the National Forest Foundation.
• Kaiyo has helped to lessen the waste in landfills with its resale of high quality furniture business model, by preventing 1,187,632 pounds of furniture from being dumped there.
• The company is able to reach a wide audience with its online presence across social media platforms such as Twitter, Facebook, LinkedIn and Instagram.
• It also makes it easy for consumers and customers to understand how to purchase and sell furniture in only 3 steps and provides contact information on the same page. In addition to this, they also use the tagline, "Fast, free delivery on orders $999+" to attract more customers.

Weaknesses

• Although Kaiyo provides live support in the form of a pop chat box, its 'Contact Us' page is currently unavailable for customers who might be looking to get direct contact information without having to speak with a representative or chat bot.
• When compared with its competitors (e.g. Chairish takes 3 — 20%), Kaiyo takes a higher percentage (up to 40%) of the profits from each completed order that is to be shared with the donor of the furniture.
• Kaiyo promises to play its role in making the planet more sustainable, however, in cases where an item has been on the shelf for a long time and is not re-claimed by the donor or a local charity, the company sends items to a landfill; which goes against its mission.
• According to Alpay Koralturk, Kaiyo's founder, their clients are mainly younger than 35 years old suggesting that the company may not be doing enough to attract and take advantage of a wider demographic.

Opportunities

• To remain competitive, Kaiyo needs to consistently provide sustainable products and engage more customers with even more 'green' initiatives to attract consumers who are becoming more interested in eco-friendly products. This may become more profitable to the company since the used furniture market is estimated to amount to $10 billion annually.
• Kaiyo could create more targeted marketing for consumers that are interested in secondhand products, persons trying to play their part in 'saving the planet' by supporting businesses that promote eco-friendly products as well as older consumers (i.e. older than 35 years old). Less than half of U.S. shoppers would consider changing "their consumption habits to benefit the environment".
• Kaiyo has a YouTube channel with only 15 subscribers and no content and does not make this available on its website. The company should consider taking advantage of this platform to attract customers who are more visual and would like to see more interactive messaging about the products that are available in short videos; including it on the company's website would also help to increase traffic once content is uploaded.
• Since Kaiyo makes products available "for up to 90 percent off the original retail price", using this as a tagline or in the website banner could also be attractive to price-conscious shoppers.
• The company could also consider further discounting items that have been on the shelf for long period rather than resorting to sending them to a landfill and create ads for them accordingly, to increase visibility of those items.

Threats

• The used furniture market is rapidly becoming saturated .
• Kaiyo will need to be able to keep up with the demands for sustainable for products and remain unique in its provisions to retain their customer base.
• With an increasing demand for sustainable and high quality products, Kaiyo will need to source more used furniture and cover the cleaning, repairs, and storage costs to remain competitive which could end up being costly.
• There could be loss of time and resources to review products from previous owners, especially if they aren't of high quality, since those would not be placed on the platform.
• Becoming more interactive with donors of used furniture and tailoring inventory accordingly might pose challenges for Kaiyo as well as getting the public to see the benefit of using the secondhand furniture rather than owning one.

Research strategy

Strengths

• The Lemonade company boasts of good crews of workers who have a passion for what they do. The staff ''seek creativity in what they do.'' As self-starters, ''they get a kick out of delivering quality stuff fast in the face of an impossible task.''
• Lemonade has employed the use of the latest technology. In a story published by Forbes and local Atlanta News, AI Jim Lemonade claim bot assisted in flagging off claims made by fraudsters, thereby, minimizing loss to the company.
• The company has also developed an application, Chatbot Maya, which helps to craft perfect insurance for clients within 90 seconds.
• Lemonade charges renters and homeowners insurance premiums from as low as $5 and $25, respectively, compared to the national average of between $15-$30 and $120.42. This enables the firm to get clients from other insurance providers, as can be seen from the company website.

Weakness.

• Lemonade has about 277 employees and has been in operation for less than a decade. Compared to other rental and home insurance companies like Allstate, which has about 46,290 employees and was founded in 1931, Lemonade does not have the capacity to satisfy a wide range of clients.

• On the Better Business Bureaus (BBB), customers have filed 67 complaints against Lemonade Inc., with more than half (50) reporting a problem with its product and service. For example, clients express their disappointments with the company subscription offering and the fact that it doesn’t have contact information on the website.

Opportunity

• The company's robust social media platform provides another marketing opportunity for it to expand its services and reach new markets. The social platforms that Lemonade maintains are Twitter, Facebook, Instagram and YouTube, which aren’t frequently used to engage customers.
• From the company's website, it has distribution channels mainly in the USA and Germany. Lemonade has the opportunity to expand its wings to other countries around the globe for growth.

Threats

• Despite the company showing tremendous growth since establishment, it faces stiff competitions from other insurance companies offering the same services and constantly innovating. These competitors are Amica insurance, Erie Insurance, and Homesite Insurance.
• One of the threats the insurance industry in general, including the renters and homeowners segment, faces is economic instability. When the country’s economy slows down, this will likely affect lemonade such that it might be forced to increase their rates, thereby, leading to a negative brand image.

Strengths

• The app is available on all major platforms (Web, iOS, Android, ChromeOS). This offers great flexibility and allows users to work on presentations from multiple machines. The majority of its competitors focus more on Web and iOS or Android systems.
• The app has some specific features that make the product unique. The most important one is the ability to record a session and capture all the process. It allows recording the user's voice while drawing, and then after a video is finished, it can be edited or refined. Once the video is final, it can be saved to be shared online (e.g. on YouTube) or can be downloaded as an MP4.
• Another important feature is the integration with cloud storage systems like Google Drive, Dropbox, Evernote, WebDav, Box or SkyDrive. This makes everything go much faster, since a user can import media in the app or send a project to a shared folder without spending extra time.

Weaknesses

• There are a few weaknesses the Explain Everything experiences; namely, the translated languages. While 14 languages that are currently covered is a notable number, other apps such as Padlet cover up to 29 languages.
• In some online reviews, users have complained about the time is needed for videos created in Explain Everything to be uploaded on YouTube, especially when the user wants to upload a large quantity of videos, which can be time-consuming.
• Another weakness is the time the app needs to start running with all the features and functionality, something that seems more difficult for young students. To learn how to make the most out of this app, the end-user has to dedicate lots of time in learning.

Opportunities

• The app is extremely popular in the education sector. However, in the business sector, it is less well-know, and there is a great opportunity to increase the number of subscriptions also in this area. There are alternative apps such as Miro that have a more business-oriented profile. Miro is famous for creating formal presentations to teammates or stakeholders. A user can Invite colleagues via email or Slack, making internal collaborations faster and more effective.
• Another opportunity for Explain Everything would be to increase its integration platforms. The company created an Explain Everything Slack integration in 2019, which lets a user run a collaborative whiteboard in a Channel or a Direct Message in Slack. This new feature has not been advertised enough, as there was limited information found online. Increasing integration with platforms can give a competitive advantage to Explain Everything. Another platform that seems important is GitHub and Sketchboard, a competitor of Explain Everything provides integration with it.

Threats

• The only threat for Explain Everything has been identified in the difficulty of some teachers to use interactive whiteboards. A number of teachers do not use web-learning resources because are not familiar on how to use them, and consequently they waste time in their class.
• Considering that education industry is a big part of Explain Everything business, this might be an obstacle for further growth. In addition, any potential lack of investment, especially from public educational institutions can slow growth for Explain Everything.

Strengths

• One strength for Coterie is that its diapers are made in such a way that they can "hold up to 25 times their weight in fluid." They also get moisture "away from the baby’s skin in 16 seconds."
• The Coterie diaper features a re-imagined core that absorbs fluids two times more than national leading brands. This provides dryness that lasts, it eliminates the need to buy different products for the day and night.
• Diapers made by Coterie come with an 'apparel-grade backsheet' that is made using the Apex Technology. This helps to prevent rashes and irritation.
• Coterie diapers also come with an absorbent core manufactured using "sodium polyacrylate and totally chlorine-free wood pulp" from forests that have been sustainably grown.
• Coterie carried out detailed global research for more than two years to design a better diaper that has a high-quality softness and unequaled absorbency. Each diaper was skilfully made to help reduce leaks and blowouts.
• Coterie diapers are clinically proven hypoallergenic and are free of heavy metals, fragrance, alcohol, dye, chlorine bleaching, parabens, and harsh chemicals, among others.

Weaknesses

• Since Coterie only sells its diapers in the 50 states in the United States, this limits its market reach to only one country. This compares with its competitors that sell products worldwide and have more sales.
• Coterie states that it does not currently ship its products to army post offices and fleet post offices for the navy. This limits its market share.

Opportunities

• According to Statista, the baby diaper market in the United States amounts to $6,217 million in 2020 and is forecast to grow by a 0.5% CAGR annually between 2020 and 2023. Coterie has an opportunity to take advantage of the baby diaper market that is forecast to grow.
• There is an opportunity for Coterie to expand its product distribution into the international market and to other countries since it currently ships its diapers to just the 50 states in the United States.
• There is an opportunity for the company to increase its sales in the future if it starts shipping its products to army post offices and fleet post offices for the navy since Coterie does not serve these market segments at the moment.

Threats

• According to CNN, one threat facing companies in the diaper business, such as Coterie, is that people in the United States are having fewer babies and the falling birthrate has affected diaper sales. The birth rate in the U.S. has dropped to its lowest figure in three decades, after starting the decline in 2008 when the recession hit. The trend has also been driven by younger Americans having children later and the improved access to contraceptives.
• There were 3,853,472 babies born in the United States in 2017 and the figure represented the fewest babies born in the country in 30 years.
• Competition from other companies in the diaper industry in the United States is another threat facing Coterie. Diaper brands such as Amazon’s Mama Bear/Earth + Eden, and Honest, are providing competition to Coterie. Coterie also has to compete with new technology from competitors such as Procter & Gamble, which for example, teamed up with Verily to create smart nappies that use sensors, video, and software to monitor when babies sleep, wee and poo.

Strengths

• Environmental impact is a major strength of ByHumankind. The company was founded as a solution to single-use plastics. The products sold are packaged in reusable materials. When a consumer's product runs out, they are able to get a refill in the original container that once held the product.
• The branding of the company relies on the consumer's awareness of the plastic problem. The website states that the Pacific Ocean itself contains as much plastic as twice the size of Texas. 54% of global plastic waste in 2015 was a direct consequence of single-use plastic.
• ByHumankind claims to reduce single-use plastic by 90% in comparison to other sustainable personal product brands. The shipping packaging protocol of the company is also sustainable. Shipping packaging is made up of biodegradable materials such as bamboo.

• An important strength of ByHumankind is that their products are free of harsh chemicals. The products are marketed as "safe for daily routines." The issue of chemicals in personal products is a detrimental issue to public health. The Environmental Working Group has stated that women, on average, use about 12 products throughout the day, which roughly contains around 200 chemicals. ByHumankind ensuring that these chemicals influence the chemistry of their products ensure the consumer that there are healthier options when it comes to personal care products.
• ByHumankind announced in November 2019 that they are officially carbon neutral. The company has linked its carbon emissions to its supply chains, office spaces, and production. The company is offsetting their carbon footprint by investing in foresting projects that will neutralize the volume of emissions the company produces. The two projects that the company is offsetting its carbon with are Manoa REDD project and the Hudson Farm Improved Forest Management Project. With these projects, the company will help preserve forests the size of two football fields over the year.

Weaknesses

• A weakness that impacts ByHumankind is that for the time being, they only ship within the United States. It can be logically reasoned, that international shipping will increase their business and impact.
• Another weakness of the company is the price point of the products. The average price of deodorant in the United States is roughly between $4-$8. The ByHumankind deodorant will put you back $12 plus shipping.

Opportunities

• There are a few opportunities that can benefit ByHumankind. The first is implementing international shipping. Currently, the New York-based startup is only shipping within the United States. The company consists of 2-10 employees. Expanding the company's size and its geographical reach can benefit future sales.

• The rise of global environmental consciousness is an opportunity that can widely benefit ByHumankind. Consumers are now more than ever more interested in the process of how their products are made. Green cosmetics is a sustainable change occurring in the beauty and personal product industry. ByHumankind can take advantage of the current trend of green products by being one of the companies that can meet modern-day consumers with products that meet their sustainable needs. Plastic and chemical reduction is not only on-trend for companies but politics as well.

Threats

• A threat to ByHumankind is the competitive nature of other subscription-based sustainable personal care companies. ByHumankind is relatively new on the market in comparison to other sustainable subscription-based products. Companies like Myro and Native are a few examples of competitors. Myro can ship its products to South America and the United States while Native ships to the United States, Canada, Australia, and various countries in Europe. Native also provides a subscription service that discounts the products if customers were to register for the subscription. The geographical reach of ByHumankind's competitors is a large threat to the customer base of the company.

Strengths

• Atoms Inc. is the sole manufacturer of the Atom Model 000 shoes. These shoes have a patented design that is meant to be comfortable, durable, and odor resistant. The shoes are made of high quality material but Atoms Inc. is interested in making them affordable to its customers.
• Another great feature of these shoes is that the elastic laces only need to be tied once. After that, persons are able to simply slide the shoes unto their feet.
• In order to meet its customers needs, Atoms goes further to offer quarter sizes that are available in each foot of the shoe. Persons who would like to try the shoes in the comfort of their home can do so by scheduling a home try-on session with the company.
• There is also a member's only section where customers can order custom-made shoes of particular colors.
• Where its company culture is concerned, Atoms Inc. cultivates a collaborative environment where team members are cross-trained, and there is potential for in-house promotion.

Weaknesses

• While customers love the comfort of the shoe, there is some concern with the lack of variety in its color options. This could put a limit on the number of shoes that are sold.
• The company's shoes are mainly available through its online platform and with customized options, there tends to be a significant waiting list. While the company opened a pop-up store recently, this may not sufficiently address this issue.

Opportunities

• Atoms Inc. may have carved out an impressive niche for its products because of its unique approach to ensuring customers have the best fit, but there is room for expansion. To meet the needs of customers who like variety in their shoe styles, Atoms Inc. could consider some trending designs. These include platform sneakers and colorful options.
• Even though being online store gives them a fairly wide reach, there are benefits to creating a few strategically placed pop-up shops. This can give the company an opportunity to connect with its customers on a more personal level as well as get test the market for new products.

Threats

• Atoms Inc. focuses on giving its customers a better fit with shoes that come in quarter sizes, but Nike has also taken the step to provide its customers with sneakers that are custom-made for them.
• This system would implement a machine that measures the individual's foot and give them a unique measurement instead of the traditional sizes. Customers who are already loyal to Nike would be likely to try out this program instead of switching to Atoms.
• Nike's move to fully launch this 'Nike Fit' brand is also a threat because the company already has an established online, mobile and retail store presence to easily reach its customers.
• Of particular note is the changing technology that allows persons to visit certain stores and get their perfect fitting sporting shoe. For example, Road Runner Sports has a Perfect Fit Zone where individuals can go through a short process to receive their ideal fit in running shoes, socks and insoles. This access to a variety of styles and customized service may be a threat to Atoms Inc.'s current inventory and business model.