Customer Simulation Report: Priya Sharma

Brooklyn Brownstone Creative Director

CUSTOMER PROFILE

Name: Priya Sharma Age: 34 Occupation: Creative Director at Ad Agency Income: $140,000/year Location: Park Slope, Brooklyn Property: Brownstone with 200 sq ft backyard Budget: $24,000 Purchase Likelihood: 75%

Key Characteristics: - Design-obsessed professional with sophisticated aesthetic standards - Social media savvy with influential network - Status-conscious but authentically sophisticated - Values both form and function - Instagram content creator mindset - Limited space optimization expert

SHOPPING SIMULATION EXPERIENCE

Initial Website Impression (Design Professional Lens)

First 30 Seconds:

Okay, so I'm immediately struck by the clean aesthetic. As a Creative Director, I appreciate the minimalist design language—very on-brand for what I'd expect from a contemporary outdoor living company. The hero imagery is aspirational without being unrealistic. Good use of white space. The photography is professional, which matters to me because I'm evaluating both the product AND the brand's design credibility.

The value proposition is clear: "Rethinking the way we live outside." I like that it's not just selling furniture—it's selling a lifestyle transformation. That resonates with me as someone who thinks about my brownstone's backyard as an extension of my interior design aesthetic.

Product Range Discovery:

Five models ranging from $12,000 to $34,000. Two size options: 10'x12' (120 sq ft) and 12'x20' (240 sq ft).

Hold on—this is where things get complicated for my situation. My backyard is exactly 200 sq ft. The smaller deck (120 sq ft) would leave me with 80 sq ft of additional space, which could work. But the larger option at 240 sq ft is literally bigger than my entire yard. So right off the bat, I'm limited to the S10 models.

Available Options Within My Space Constraints: - S10 Base: $12,000 (10'x12' deck only) - S10 Haven: $18,000 (appears to include pergola based on pricing)

This is actually perfect for my budget. The S10 Haven at $18,000 leaves me $6,000 for furnishing, plants, and styling—which is exactly how I'd want to approach this project anyway.

Design Appeal Assessment:

The aesthetic is very modern-minimalist. Clean lines, neutral palette, composite materials that look like wood but with that contemporary precision. From a design perspective, this reads as "sophisticated but not trying too hard"—which is exactly the Park Slope vibe. Not too polished, not too rustic.

I'd need to see more detailed imagery of the finishes. As someone who obsesses over material choices, I want to know: What's the exact color of the composite decking? How does the aluminum frame finish look? Is there any customization available? These details matter when you're trying to create an Instagram-worthy space that also needs to complement a historic brownstone's aesthetic.

Small Urban Space Evaluation (200 sq ft Reality Check)

Space Planning Concerns:

Let me think through this practically. I have 200 sq ft total. A 10'x12' deck is 120 sq ft, leaving 80 sq ft. But that's assuming my yard is a perfect rectangle, which it's not. Most Brooklyn brownstone backyards are quirky shapes—mine narrows toward the back and has a weird jog where the property line cuts in.

Critical Missing Information: 1. Site assessment process: How do they determine if the product fits my specific space? Do they do a site visit before I commit to purchasing? 2. Terrain adaptation: They mention "adapts to uneven ground," but Brooklyn yards can have serious grade changes, old tree roots, buried utilities, and random brick pathways from 1920. 3. Boundary clearances: How close to my fence/property line can this go? My neighbors on both sides can see everything, and I need to be thoughtful about sight lines. 4. Access pathways: After installing 120 sq ft of deck, where do I walk? Is there a recommended circulation pattern? Do I need to leave specific clearances?

What Works for Small Spaces:

The modular, prefabricated approach is actually brilliant for NYC. Traditional deck construction in Brooklyn is a nightmare—contractors with uncertain timelines, material deliveries blocking the street, months of disruption. The promise of "one-day installation" is genuinely compelling because time is money, and I can't have my backyard torn up all summer.

The 10'x12' footprint is substantial enough to feel like a real intervention—not a token gesture—but small enough that I'd still have breathing room. I could envision: - The deck as the primary entertaining zone - Surrounding perimeter with potted plants and vertical gardening - String lights overhead (does the pergola accommodate this?) - Small bistro set or modular outdoor seating

What Concerns Me:

The website doesn't show any examples of tight urban installations. All the photography appears to be suburban yards with generous square footage. Show me a Brooklyn brownstone. Show me a Philadelphia rowhouse. Show me San Francisco's narrow lots. Where are the urban case studies?

I need to see proof that this system works in constrained spaces before I commit $18,000.

NYC-Specific Concerns (The Reality of Urban Installation)

Permit Nightmare Potential:

This is my biggest concern, and the website is completely silent on it.

In NYC, outdoor structures often require permits from the Department of Buildings. The requirements vary based on: - Structure height - Foundation type - Square footage - Whether it's attached to the house - Historic district regulations (Park Slope has landmark zones)

Critical Unanswered Questions: 1. Does Outer Spaces handle NYC permits? This needs to be explicit. If I'm responsible for navigating DOB, this becomes exponentially more complicated. 2. GroundLock Anchor system and NYC building codes: Is this foundation system approved for NYC installations? Has it been through the DOB approval process? 3. Brownstone-specific regulations: My block has landmark designation. Do I need Landmarks Preservation Commission approval? That process can take 6-12 months. 4. Insurance and liability: Does their installation insurance cover NYC requirements?

The website mentions "design consultation, project management, shipping, and installation" are included in pricing. But "project management" in NYC could mean wildly different things. I need to know if they have dedicated experience with NYC's regulatory environment.

Access and Logistics Challenges:

Here's the reality of Park Slope brownstone installation:

Access Scenario: - My backyard is accessible only through the house or via a narrow side alley (32 inches wide) - Street parking is alternate side, residential permit required - No loading zone in front of my building - Nearest parking is often 2-3 blocks away - Ground floor access through basement or parlor level

Installation Questions: 1. How are materials delivered? Do they need to carry everything through my house? Through the side alley? That's a 100+ foot carry from the street. 2. Equipment requirements: Can this be installed without heavy machinery? No crane access in my location. 3. Installation crew logistics: Where do they park? NYC alternate side parking means they might need to move vehicles mid-installation. 4. Waste removal: How do they handle packaging and installation debris in a zero-setback urban environment? 5. Neighbor notifications: In attached housing, vibration and noise impact neighbors. What's the installation process like in terms of disruption?

Red Flag: The website emphasizes "one-day installation" but doesn't address urban access constraints. A one-day installation in suburban Connecticut is very different from a one-day installation through a Park Slope brownstone. I need confirmation that they've done this before and know what they're getting into.

Park Slope Sophistication Standards

Neighborhood Context:

Park Slope isn't just Brooklyn—it's a specific aesthetic ecosystem. My neighbors include architects, designers, creative professionals, and people who read Dwell magazine cover to cover. The bar for outdoor design is high. I've been to backyard parties where people discuss the provenance of their Ipe decking and debate the merits of various outdoor furniture designers.

What Would Impress Park Slope:

Sustainability narrative: The "For people and planet" tagline is good, but I need details. What's the environmental impact of the materials? Is the composite decking recycled content? What's the carbon footprint of manufacturing and shipping? My friends will ask these questions.
Design pedigree: Who designed this system? Is there an architect or industrial designer behind it? Having a name attached gives me something to reference when people inevitably ask, "Where did you get this?"
Material authenticity: The composite decking needs to look intentionally modern, not like it's trying to fake real wood. Park Slope sophistication means owning your material choices. If it's composite, celebrate that—don't apologize for it.
Customization and personalization: The five model options feel limiting. Can I customize the railing? Choose decking colors? Add integrated planters or lighting? I want to feel like I'm making design choices, not just selecting a pre-packaged solution.

What Would Concern Park Slope:

Generic suburban aesthetic: If this looks like it came from a big-box store, it won't fly. The photography needs to show elevated styling.
Lack of urban context: Not seeing any brownstone or rowhouse installations makes me wonder if I'd be a guinea pig for their first NYC project.
No design community validation: Are there any architects, designers, or tastemakers who've used and endorsed this product? Testimonials from other design professionals would carry weight.

My Instagram Standards:

I'm not just buying this for my own enjoyment—I'm creating content. My Instagram feed has 8,500 followers, many of whom are NYC-based design enthusiasts. If I post about this installation, I need: - Beautiful photography opportunities from multiple angles - Interesting material details and construction process documentation - A story about why I chose this (sustainability, innovation, design efficiency) - Styling potential (how does it photograph with plants, furniture, lighting?)

The Outer Spaces aesthetic is clean enough to photograph well, but I'd need to see the finished product in person or at least see extensive user-generated content from other design-forward customers.

Missing Information Deep Dive

Critical Gaps That Prevent Purchase Decision:

No NYC Service Confirmation
The website never explicitly states they serve New York City
No service area map or coverage information
This is a deal-breaker—I need to know they even operate here before I go further
Zero Urban Installation Case Studies
No brownstone examples
No tight-access scenario documentation
No customer testimonials from NYC or similar urban markets
All imagery appears to be spacious suburban settings
Permit Support Ambiguity
"Project management" is mentioned but not defined
No clarity on who handles DOB permits
No information on landmark district considerations
No timeline estimates for permit approval process
Insufficient Product Customization Details
Can't see decking color options
No information on railing styles or options
Pergola configuration unclear (louvers, blinds, glass sections mentioned but not visualized)
Lighting integration options not shown
No Design Consultation Preview
"Design consultation" is included in price, but what does this entail?
Is it a phone call? Site visit? 3D rendering?
Do I get to see a rendering of the product in my specific space before committing?
Installation Process Documentation
How is site assessment conducted?
What are the exact steps on installation day?
What preparation do I need to do beforehand?
What's the noise level and disruption factor?
Limited Visual Content
Need to see the product from multiple angles
Want close-up material details
Need to see different styling approaches
Want to understand how it looks in different seasons/lighting
No Furniture/Styling Guidance
Is there a recommended furniture package?
Partnership with outdoor furniture brands?
Styling services available?
Examples of decorated/furnished spaces?

PURCHASE DECISION ANALYSIS

Would Priya Purchase? CONDITIONAL YES - 60% Likelihood (down from 75%)

Current Status: NOT READY TO PURCHASE

Despite being the ideal customer profile (appropriate budget, right aesthetic sensibility, perfect use case), I'm not ready to commit based on the website experience alone. Here's why:

What Would Push Me to Purchase:

Minimum Requirements: 1. NYC service confirmation - Explicit statement they operate in Brooklyn with brownstone experience 2. Permit support clarification - Clear outline of who handles DOB and LPC permits 3. Access consultation - Site visit to confirm the 10'x12' deck fits my space and can be installed given my access constraints 4. Urban case study - At least one example of a similar installation in a Brooklyn/NYC context

Ideal Additional Information: 5. Design consultation preview - Understanding exactly what the design process looks like 6. Material samples - Seeing and touching the decking and frame materials in person 7. Customization options - Knowing what choices I have in finishes, colors, and configurations 8. Timeline transparency - Realistic timeline from order to installation including permit processes

Why I Haven't Purchased Yet:

Deal-Breakers if Not Resolved: - No confirmation they even serve NYC (this is fatal) - No evidence they understand Brooklyn brownstone logistics - Permit support is undefined (I can't risk a $18,000 purchase becoming a regulatory nightmare)

Strong Hesitations: - Lack of urban social proof (where are the brownstone installations?) - Missing customization details (I want to make this feel personal) - No material tactile experience (I need to see this in person) - Installation logistics unclear for my specific access constraints

What Would Change My Decision to 90%+ Purchase Likelihood:

Book a Design Consultation: If I could speak with someone knowledgeable about NYC installations who could address my permit and access concerns, I'd move forward quickly.
See a Local Installation: If they could show me a completed project in Brooklyn—or even better, let me visit a Park Slope installation—I'd feel much more confident.
Get a Custom Site Assessment: If they offered to visit my property and confirm the S10 Haven would work given my space and access constraints, that would remove my biggest uncertainty.
Receive Material Samples: If I could see and touch the decking material and frame finish, I could evaluate whether it meets my design standards.

The Money Question:

With an $18,000 price point for the S10 Haven, I'm actually under budget. This isn't a cost objection—it's a confidence objection. I'm willing to spend the money, but I need assurance that: - The product will physically fit and work in my space - The installation is feasible given my brownstone constraints - The permit process won't be a multi-month nightmare - The final result will meet my design standards

Timeline Consideration:

If I were to move forward, I'd want this installed by late spring/early summer to maximize usage during the season. That means I need to understand: - How long is the permit process in NYC? - What's the lead time from order to installation? - Can this realistically happen for summer 2025 or am I looking at 2026?

COMPETITIVE ANALYSIS & ALTERNATIVES

What Else Am I Considering?

As a design-savvy Brooklyn resident, here are my realistic alternatives:

Option 1: Custom Deck Builder - Pros: Fully customized to my space, local contractor familiar with Brooklyn constraints, can integrate exactly what I want - Cons: 3-6 month project timeline, uncertain final costs (likely $25K-35K), construction disruption, contractor reliability risk - Why Outer Spaces is better: Speed, fixed pricing, professional installation, warranty

Option 2: IKEA/CB2 Deck Tiles + Pergola Kit - Pros: Affordable ($3K-5K total), DIY-friendly, easily removable, can source quickly - Cons: Looks DIY, won't impress Park Slope standards, not Instagram-worthy, less durable - Why Outer Spaces is better: Professional appearance, integrated design, longevity

Option 3: High-End Modular Systems (Tuuci, Extremis, etc.) - Pros: Design pedigree, European sophistication, conversation pieces - Cons: Often $30K+, may not include decking solution, requires separate installation coordination - Why Outer Spaces is better: All-in-one solution, better value, included installation

Option 4: Do Nothing/Minor Improvements - Pros: Zero risk, spend budget on other projects - Cons: Backyard remains underutilized, missing opportunity to create entertaining space - Why Outer Spaces is better: Transforms unused space into asset, increases property value and lifestyle quality

Outer Spaces Competitive Position:

The sweet spot they occupy—professional design at accessible price point with turnkey installation—is genuinely unique. If they can prove they execute in NYC contexts, they'd win my business. But right now, I'm stuck in research mode because the website doesn't give me confidence they understand my market.

RECOMMENDATIONS FOR OUTER SPACES

Immediate Actions to Convert Urban/Brownstone Buyers

1. NYC Service Area Clarity (Critical)

Problem: No mention of whether they serve New York City Solution: Add explicit service area information to homepage and FAQ Implementation: - Homepage section: "Now serving [specific cities including NYC]" - Interactive service area map - City-specific landing pages (spaces.liveouter.com/nyc)

Problem: All imagery appears suburban, no brownstone examples Solution: Create dedicated urban installation portfolio Implementation: - Photo gallery of Brooklyn, Boston, Philly, SF installations - Customer testimonials specifically from urban brownstone/rowhouse owners - Before/after documentation of tight-access installations - Video walkthroughs of urban projects

3. Permit Support Transparency

Problem: "Project management" undefined, no permit discussion Solution: Create detailed permit support page Implementation: - State-by-state/city-by-city permit requirements guide - Clarity on what Outer Spaces handles vs. customer responsibility - NYC-specific permit timeline expectations - DOB and LPC process documentation - Testimonials from customers who went through NYC permitting

4. Access & Logistics Page for Urban Environments

Problem: No discussion of installation in constrained spaces Solution: Dedicated page addressing urban installation logistics Implementation: - Minimum access width requirements (critical for side alleys) - Equipment and machinery needed (or not needed) - Typical installation day timeline for urban vs. suburban - How materials are delivered and staged - Neighbor impact and notification recommendations - Parking and street access considerations

5. Design Consultation Process Preview

Problem: "Design consultation" included but not explained Solution: Create transparency around what customers receive Implementation: - Step-by-step breakdown of consultation process - Example 3D renderings or visualizations - Sample site assessment report - Meet the design team (put faces to the service) - Calendar integration to book consultation calls

6. Material Library & Customization Options

Problem: Insufficient detail on finishes and customization Solution: Comprehensive material exploration tools Implementation: - High-resolution close-up photography of all materials - Decking color/finish options with actual product samples - Frame finish options (powder coating colors?) - Railing style variations if available - Order physical sample kit option ($50 refundable with purchase) - AR tool to visualize products in your space (smartphone-based)

7. Small Space Optimization Guide

Problem: No guidance for customers with limited square footage Solution: Create dedicated small-space planning resources Implementation: - Space planning tool: input your yard dimensions, see what fits - Small space design inspiration gallery - Multi-functional design ideas for compact yards - Furniture recommendations scaled to different deck sizes - Integration ideas: vertical gardens, lighting, storage for small spaces

8. Instagram-Worthy Styling Content

Problem: Minimal styled photography, no lifestyle inspiration Solution: Create aspirational content that design-conscious buyers can envision Implementation: - Seasonal styling photoshoots with proper furniture and accessories - Partnership with outdoor furniture brands for complete looks - User-generated content campaign: #MyOuterSpace - Design influencer collaborations (especially NYC-based designers) - Pinterest-ready imagery with save/share functionality - Behind-the-scenes installation content (the process is interesting!)

9. Price Transparency & Package Options

Problem: Starting prices shown but full options unclear Solution: Clear pricing architecture with build-your-package tool Implementation: - Base price vs. fully-loaded price ranges for each model - Add-on options with individual pricing (louvers, blinds, glass, lighting) - Furniture packages at different price points - Financing options visibility (if available) - "Typical customer spends" guidance by model

10. Local Showroom or Partnership Network

Problem: Can't see/touch product before $18K+ purchase Solution: Create opportunities for physical product experience Implementation: - Partner with high-end outdoor furniture showrooms in NYC - Display model in Brooklyn (Gowanus? Industry City?) - Open house events at recent installations (with homeowner permission) - Material sample library at local design stores - Pop-up experiences in target neighborhoods

NYC BROWNSTONE BUYER PERSONA INSIGHTS

What Makes This Customer Unique:

Space Constraints Drive Decision-Making: - Every square foot matters - Needs proof the product fits before purchasing - Concerned about circulation and access around the deck - Wants to maintain some green space/plantings

Access Logistics Are Critical: - Delivery and installation through house or narrow alley - No crane or heavy equipment access - Street parking challenges - Neighbor proximity and shared walls

Regulatory Environment Complexity: - DOB permits required for most structures - Historic district/landmark considerations - Co-op or condo board approvals (if applicable) - Insurance requirements

Design Standards Are High: - Sophisticated aesthetic expectations - Material quality matters - Wants unique/customized look - Competing with professional-grade renovations in neighborhood

Social Proof Needs: - Wants to see examples from similar properties - Values design community validation - Looks for Instagram/social media evidence - Needs assurance they're not the first urban customer

Timeline Sensitivity: - Wants to use space during prime outdoor season - Needs realistic expectations including permit time - Values quick installation (minimizes disruption) - May have specific event deadlines (party, gathering)

Investment Mindset: - Views this as home improvement investment - Considers property value impact - Willing to spend for quality - Not looking for cheapest option, but wants value

FINAL ASSESSMENT

The Verdict: Promising Product, Incomplete Urban Market Readiness

What Outer Spaces Gets Right: - Excellent product concept for urban small spaces - Appropriate price point for target market - Strong design aesthetic that appeals to sophisticated buyers - Turnkey installation approach solves real pain points - Modular system is actually ideal for constrained spaces

What's Preventing Conversion: - No evidence of NYC/urban market experience - Missing critical logistics and permit information - Lack of urban social proof and case studies - Insufficient customization detail - No physical product experience opportunity

For Priya Sharma Specifically:

I am the PERFECT customer for this product. I have: - The exact budget they're targeting ($24K, product costs $18K) - The exact space constraints their smaller model addresses (200 sq ft yard, 120 sq ft deck) - The design sensibility to appreciate their aesthetic - The social media platform to share and promote their product - The professional network to influence other potential buyers

But I'm stuck at 60% purchase likelihood because they haven't given me the confidence that they understand my market. I'm ready to buy—I just need proof that they're ready to sell to NYC customers.

The Path Forward:

If Outer Spaces reached out to me directly and said, "Priya, we'd love to make you our first Park Slope installation. Let's do a site visit, walk through the permit process together, and document your installation as a case study," I'd say yes immediately.

I'd even be willing to be a brand advocate, share the installation process on Instagram, and help them break into the NYC design community. But right now, the website experience doesn't give me a clear path to even start that conversation.

Bottom Line:

Would I purchase? Not yet, but I'm very close. What would change my mind? A single phone call with someone who knows NYC, followed by a site visit. Would I recommend to friends? Once I see a successful local installation, absolutely. Would I wait for them to figure out NYC? Yes, for about 6-12 months. After that, I'd go with a custom builder.

APPENDIX: NYC-SPECIFIC QUICK WINS

If Outer Spaces wants to crack the NYC market (which they absolutely should—it's massive and underserved), here are the highest-impact, lowest-effort actions:

1. NYC Landing Page (1 week)

Create spaces.liveouter.com/nyc with: - "Yes, we serve all five boroughs" - Brooklyn brownstone case study (even just one) - DOB permit information - Access requirements for typical NYC properties - Contact form specifically for NYC customers

2. Partner with NYC Design Community (2-4 weeks)

Reach out to Brooklyn/NYC design influencers
Offer first installation at cost in exchange for documentation
Target Park Slope, Carroll Gardens, Fort Greene, Prospect Heights
Document entire process as case study

3. Material Sample Program (ongoing)

Create physical sample boxes
Partner with local design stores to display
Mail samples to serious prospects
Include QR codes linking to full product info

4. Permit Support Documentation (2 weeks)

Create one-page NYC permit guide
Clarify what Outer Spaces handles
Set realistic timeline expectations
Provide customer testimonials who've been through process

5. Virtual Consultation Offer (immediate)

Prominent CTA: "Book NYC Design Consultation"
30-minute video call with design team
Address space planning and access concerns
Provide preliminary feasibility assessment

These five actions would address 80% of my concerns and likely convert me from 60% to 95% purchase likelihood.

Report prepared: October 11, 2025 Simulation duration: 45 minutes Customer type: High-intent, design-focused, urban small-space buyer Outcome: Qualified lead requiring additional support to convert Revenue potential: $18,000 product + $5,000 estimated styling/furniture add-ons = $23,000

Key insight: Outer Spaces has an excellent product-market fit for urban brownstone customers, but lacks the market-specific content and support infrastructure to convert them. The opportunity cost of not addressing this market is significant—NYC alone represents thousands of potential customers with appropriate budgets and space constraints that perfectly match the S10 product line.