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«Teníamos las ideas bastante claras desde el principio y hemos ido dando pasos alrededor de estas»

27 febrero, 2019 - Entrevistas Emprendedores
«Teníamos las ideas bastante claras desde el principio y hemos ido dando pasos alrededor de estas»

Entrevistamos a Funidelia, un pure player de eCommerce español dedicado a la venta online de disfraces, accesorios para disfraz, decoración temática para fiestas y merchandising.

 

 

¿Cómo surge la idea de montar Funidelia?

Teníamos en la mente la idea de lanzar un eCommerce, sin tener claro en qué sector. La idea surgió cuando vimos que amigos y familiares compraban disfraces en Estados Unidos, asumiendo altos costes de envío y plazos muy largos. Vimos una oportunidad de cubrir esta demanda a precios más asequibles y con entregas en 24 horas. Hicimos un estudio de mercado, analizamos la competencia a nivel europeo y… nació Funidelia.

 

¿Cuántas personas sois y cómo se organiza el equipo? ¿De cuántas nacionalidades?

Somos aproximadamente 60 personas en las oficinas de Zaragoza, y alguna persona trabajando en remoto (desde Cantabria y Madrid). Nos organizamos en diferentes departamentos o áreas: Financiero, Atención al cliente, Producto, Tecnología, Negocio, Recursos Humanos (People)… Ahora mismo en el equipo humano de Funidelia trabajan personas de 7 nacionalidades diferentes.

 

¿Cuáles son la mayores dificultades qué os habéis encontrado a lo largo del camino?

La tremenda estacionalidad de nuestro sector. El grueso de la facturación se produce alrededor de tres momentos: Halloween, Navidad y Carnaval. Toda la empresa ha de girar en torno a esto, a todos los niveles: recursos humanos, atención al cliente, flujos de caja, stock, tecnología, publicidad… durante esos meses de “campaña alta” nada puede fallar. Y eso es una presión enorme.

 

¿Cuál es vuestro modelo de negocio?

Somos un eCommerce de venta directa a cliente final (B2C) de disfraces, material de fiesta y merchandising. Nos dedicamos por tanto a la venta al por menor (retail), pero también tenemos un área de venta a empresas (B2B) que supone un porcentaje pequeño de la facturación. En los últimos dos años hemos empezado también a diseñar y fabricar algunos modelos de disfraces.

 

¿Teníais experiencia previa en el sector online? ¿Os habéis planteado montar una tienda física?

Los fundadores habían trabajado anteriormente en compañías de tecnología (consultoría y desarrollo de software), habiendo estado por tanto ligados al mundo tecnológico previamente. Nuestro modelo es puramente online y de momento no nos planteamos montar tiendas físicas.

 

¿Habéis contado con asesoramiento a la hora de poner el marcha el negocio?

En realidad teníamos las ideas bastante claras desde el principio y hemos ido dando pasos alrededor de estas. Sí es cierto que estando participados desde nuestro tercer año de actividad por dos fondos de inversión (Big Sur Ventures-Necotium y Cabiedes & Partners), contamos con la ventaja de poder contrastar nuestros movimientos estratégicos con ellos, que están constantemente analizando compañías eCommerce y viendo cómo se desarrollan a muchos niveles.

 

¿En cuántos países vendéis? ¿Y cuáles son vuestros mayores mercados?

Contamos actualmente con 32 dominios propios y hemos vendido en casi 100 países. Nuestros mayores mercados son los “grandes” países europeos, particularmente : España, Alemania, Francia e Italia.

 

 ¿Cuál es vuestro producto estrella? ¿La fecha en la que más facturáis?

Es complicado nombrar un solo un producto porque nuestro negocio se apoya en la diversidad del catálogo. Contamos con casi 40 000 referencias, productos muy distintos para todo tipo de públicos y bolsillos: Disfraces para niños, para adultos, disfraces muy económicos o para coleccionistas, merchandising, decoración festiva, etc…De manera general los productos que más se venden son por un lado los “clásicos” como los disfraces de Star Wars, de super héroes o de princesas. A estas categorías “atemporales” se añaden disfraces de moda como los de la Casa de Papel, Ladybug, PJ Mask. Como curiosidad, el disfraz más vendido del año pasado fue el de Goku (Dragon Ball). Un disfraz de licencia oficial diseñado y fabricado por Funidelia.

En cuanto a fechas, el mes previo a Carnaval es habitualmente el mes de más facturación (las fechas fluctúan según los años). Otros momentos muy importantes en nuestro negocio son el mes de Octubre por Halloween y Diciembre por Navidad y Reyes.

 

¿Qué novedades tenéis previstas para este año?

Este año hemos abierto almacenes en Francia y Suecia, dando continuidad a nuestra estrategia de expansión logística. Esto persigue el doble objetivo de acercar los productos a los clientes (con la consiguiente mejora en las condiciones de envío para ellos, que redunda en una mayor conversión web y en, a la postre, unos menores costes de marketing por pedido para nosotros) y reducir la presión logística sobre los almacenes.
Además, estamos reforzando nuestras líneas de merchandising y decoración festiva, con la dedicación de equipos especializados y la apertura de nuevos acuerdos con fabricantes específicos de estas líneas de trabajo.

Y por último, estamos ampliando el número de licencias y productos para las que diseñamos y fabricamos nuestros propios productos. Este año hemos lanzado Masha y el Oso, Street Fighter, Emojis, ampliado el número de productos de Dragon Ball, y creado una línea de producto genérica (piratas, hippies, policías, frutas y verduras, y otros muchos disfraces clásicos)

 

¿Se ha cumplido el objetivo de facturación?

Aún no hemos cerrado este ejercicio (cerramos año fiscal a finales de Marzo, después de Carnaval) quedándonos por delante las semanas más importantes del año.

 

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