Walnut, a moving company that focused on a great customer experience, is closing. It's interesting to read that albeit successful, the cut-throat practices against workers from the competition is what ultimately made this type of business difficult to maintain in the long run. A very interesting read.
Despite our early successes, we’ve decided to close Walnut. Our tests revealed that we could create an experience customers loved, but we doubted our ability to be profitable long-term. Building a sustainable business depended on transforming poor unit economics, and that wasn’t a future we were excited to invest in.
This story explains what worked, what didn’t, and why we’ve shut down operations. We’ve included lessons about strategy, positioning, and consumer behavior. We hope our experiences help you think about your own entrepreneurial journeys, and the hard decisions you'll face along the way.
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