An Opportunity in the Pen Market

I’ve been thinking about the economics of the FP retail market for a good year or so, and one of the things that stood out in the beginning was the gaping hole between US$200-400. There just didn’t seem to be many good FP options for users who were ready to step up from their Lamy 2000s and Pilot VPs but weren’t yet ready for a premium pen. As a believer in (relatively) efficient markets, I assumed that the brands were aware of the gap and that some were probably developing products to fill it. But twelve months on, there hasn’t been a lot of change and the market continues to be underserved.

For today’s post, I thought it would be interesting to go through the first two steps of product development: identifying a gap in the market and working out what sort of product users would want to buy. I’ll also discuss which companies I think are positioned to be successful in this space.

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