Why does a housewife need a telescope?

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Already at the stage of choosing a niche, it was clear that the demand for binoculars, micro- and telescopes within the country is limited. The optical equipment market is not as capacious as, for example, the smartphone market. If having several smartphones and TVs in a family is already the norm today, then you will have to look hard to find owners of two binoculars or microscopes.

The world lives in an era of marketing and latvia mobile database consumption, when people have many more things than they actually need. How can we convince them of the expediency of buying a complex optical device that they will not use every day?

The key idea is that telescopes and microscopes can be sold not as specialized equipment for professionals, but as everyday goods, as a toy and a token of attention. To do this, it was necessary to make an inexpensive device, give it to the client and teach him how to use it. And not through the counter, but to take the product out of the warehouse or store and let the buyer look through it at the Moon and stars, awakening the excitement of discovery.

Selling binoculars to a hunter is easy, but not so much to a housewife. She needs an accessory, a way to keep her child occupied, or something as a gift.

Housewife with a telescope.jpg

Therefore, from the very beginning, the focus was on:


a mass audience and a wide range of products covering the maximum possible number of niches;

creating an attractive image of traditionally “boring” laboratory equipment. For this purpose, they came up with the slogan Zoom&Joy – “brings you closer with pleasure”.

immersion of potential buyers in the microcosm and beauty of space. For the same purpose, they began to produce educational content and hold Open Astronomy Days.


The company supported promising requests with corresponding product lines. They made telescopes for a curious schoolchild, a budding astronomer, an experienced amateur of space observations, an ambitious scientist, etc. They did the same with microscopes and binoculars. Now the range is more than 400 items, and it is quite problematic for a competitor to offer something unique on the market. The niche is already occupied.