Minerva Blog

Creating a niche is a key for any business to succeed in its respective industry. Since husband-and-wife entrepreneurs Alan and Jill Mecca purchased The Personalized Doormats Company (www.personalizeddoormats.com) in 2007, they have crafted their own niches to make a much-needed product serve its purpose and also stand out as a conversation piece.When the Meccas bought the company, one of their first moves was introducing the “Write Your Own Mat” series, which allows consumers to express their tastes by the doormat they create. The selection of designs for this series is plentiful and includes dog breeds, college sports, animals, camo mats (for hunting and outdoors enthusiasts), leisure, sports, military, baby/child, religion and wedding categories.

Earlier in 2009, the Meccas received a product sample that was intended for a logo commercial mat. The high quality mat made of synthetic coco-like fabric is manufactured in Europe and had not been widely used in the United States. The Meccas thought the mat would be ideal for residential purposes because of its durability, so they trademarked the name DuraCoir™ and added the DuraCoir™ Signature Series and the DuraCoir™ Inlay Elite Series to their product offerings.

“Commercial mats are typically a higher quality because they are built for heavy foot traffic,” Alan Mecca said. “Many residential mats that are sold are made of coco, but coco mats shed, fade and ultimately deteriorate because they are a natural material. DuraCoir™ mats don’t shed or stain, and they can be used outdoors. Once we introduced them, they immediately became top sellers.”

The Meccas call the Inlay Elite Series the workhorse of residential mats. The personalization and border are inlayed so the mat will not fade and the personalized message will not wear out.The Signature Series mat offers the same polypropelene finish and solution dyed fabric as the Inlay, but features an added elegant touch. These mats are flocked instead of inlayed, which gives the artists more flexibilty with the finer lines, resulting in a more elegant appearance.