What We Looked At
275 product reviews from Okendo across multiple product types (Custom Logo Rug, Custom Area Rugs, Custom Circle Rugs, Custom Square Rug, Custom Rug Carpets). 258 five-star reviews, 16 four-star reviews, and 1 three-star review. Many include photos showing exactly where and how the rug is being used, which reveals the use cases that text alone does not.
What We Found
Rugtomize positions as a B2B custom logo rug company: "Trusted by 10,000+ Businesses." But when customers describe the product in their own words, more than half are talking about something other than a business entrance mat. 38 reviews describe home studios, gaming rooms, and personal spaces. 27 describe events, trade shows, and car shows. 24 describe gifts and memorials. 27 are from service companies using rugs on customer job sites. The product is the same. The reasons people buy it are not.
The most striking pattern: 3x more reviewers describe using the rug outside a traditional business entrance than inside one, yet the entire website, every ad, and all positioning targets business lobbies. Customers are telling Rugtomize where to go next. The website is not listening.
Across all four non-core markets, 116 reviews contain clear signals that the customer bought for a reason the brand does not acknowledge. These are not hypothetical markets. They are markets where customers are already purchasing, already leaving reviews with photos, and already describing the product in that market's language. The opportunity is not to attract new types of customers. It is to speak directly to the ones who are already here.
Analyzed
Identified
Use Cases
Non-Core Markets
What the Brand Says vs. What the Product Actually Is
The key insight: the brand says "logo rug" but the product accepts any image. Customers are uploading DJ logos, pet photos, baby pictures, sports team emblems, car club crests, church logos, military unit patches, and gaming designs. The product does not care if the image is a business logo or a photo of a 14-month-old baby. But the marketing only speaks to one of those use cases. Every other buyer has to imagine themselves into a product that was not built for them, and they are doing it anyway.
Five Markets. One Product.
This is the market Rugtomize already owns. Customers who mention business entrances, office lobbies, waiting areas, or professional branding account for 89 reviews. They describe the rug as a first-impression tool, a conversation starter, and a way to make a new space look established. The brand's current messaging aligns well with this audience. The insight here is not about repositioning but about recognizing that this market, while strong, represents a smaller slice of the total opportunity than the website suggests.
Works Alongside (Not Against)
Buyer Types in This Market
Angles That Work Here
What They Say
"Folks walk into the office and immediately look down to comment on the awesome rug. Vibrant colors, long lasting material. This is my most proud purchase for the whole year. If you're debating purchasing one of these, just do it!"
Douglas M., Verified Buyer"I absolutely love our new rug! It is strategical placed where all my clients that come in see it first thing and they just love it too!"
Erasmo Yarrito J., Verified Buyer"I received a call from customer service the day I received the new rug to get my opinion on the product. To me that's enough to buy more rugs from them. The rug I ordered looks great and feels great. My company logo is exactly how I hoped it to be. Overall, five stars for actual customer support and high quality product."
Walter D., Verified BuyerThis is the largest untapped market in the data and possibly the highest-growth opportunity. These customers are not buying a business branding tool. They are buying a statement piece for a personal space. Music producers putting their studio logo on the floor. Gamers putting their gamertag in their setup. DJs making their apartment floor pop. Sneaker collectors tying a room together. The product is identical. The buyer and the motivation are completely different from anything on the Rugtomize website.
Works Alongside (Not Against)
Not a business logo mat. A statement piece for recording studios, gaming setups, car collections, and the rooms where your identity lives. 38 reviews already describe this product. The brand just does not show it yet.
Buyer Types in This Market
Angles That Work Here
What They Say
"I needed an area rug for my new apartment so I decided to do the unusual and use my DJ logo as a design and WOW does this pop on my floor. I get major compliments from guests and they're so amazed they don't want to walk on it! It's definitely a conversation piece and I look forward to years of enjoyment from my new rug. "
Thomas L., Verified Buyer"Im not sure where to start. I sent in a idea that was very busy and Arya was immediately available to help. She was very responsive, helpful and communicative on the steps to complete the design. Pricing is beyond fair for the quality and shipping was very fast. This rug is used in my office space on tile floor and no cushion under it so my chair rolls great and it's still soft enough on the feet to feel comfortable. I will be purchasing another soon for my son's bedroom and im hopeful to have Arya assist with that as well."
Donald D., Verified Buyer"They were the pictures i sent, on a sizeable rug i ordered, they even came with hardfloor stick to stick holder corners to prevent slipping. Im ordering another rug, just ask yourself if you need a personalized gaming space or mancave upheaval to encourage your lifestyle, pick a better picture and make it worth your while, every yesterday is self emprovement."
Adam K., Verified BuyerThese customers are not buying a permanent floor covering. They are buying portable branded signage that lives on the ground. They bring it to trade shows, car shows, fundraisers, and pop-up events. They roll it up, throw it in the trunk, and set it up at the next event. The lightweight format that some permanent-use customers see as a drawback is the exact feature that makes this work. One reviewer described it as the thing that helped them "stand out as small business in a very large trade show."
Works Alongside (Not Against)
Not a permanent floor rug. A reusable event asset that rolls up, travels in a trunk, and sets up in seconds. Lighter than a banner stand. More visible than a table sign. 27 reviews already describe this exact use.
Buyer Types in This Market
Angles That Work Here
What They Say
"Walking into a room full of sponsor logos, having the IOA logo at the entrance cannot be denied!! Quick and easy ordering to meat our deadline and we added additional custom rugs for future events."
Kevin W., Verified Buyer"Rug arrived quickly and in perfect condition! I use it to compliment my hot rod at car shows. Rug also seems to big hit by the spectators."
Terry S., Verified Buyer"I love it...the rest of my Corvette Club will be ordering the same rug...we are going to use it as our club display at car shows...I definitely recommend this company...5 Star product & rating from 5 Star Company"
James J., Verified BuyerThese customers did not buy a rug. They bought an emotional object. A high school mascot rug for an old friend. A baby photo turned into a nursery rug. A church logo for the foyer. A military unit patch for a veterans meeting room. The consistent thread in these reviews is the reaction: people describe not wanting to walk on it, hanging it on a wall, or calling it the "star of the show" at a party. The emotional weight is high. The personalized gift market is massive and Rugtomize is not positioned in it at all.
Works Alongside (Not Against)
Not a business product. A personalized gift that takes any photo, logo, or memory and turns it into a rug. For the person who has everything. For the church that needs something in the foyer. For the friend who graduated from the same high school. 24 reviews describe this exact purchase.
Buyer Types in This Market
Angles That Work Here
What They Say
"A rug is exactly what I hoped it would be. I am going to give it as a gift to a good friend of mine who graduated from the same high school as I did… Our mascot is the bulldog. It will be perfect for nights when he goes downstairs because he is too nervous to watch the Jayhawk basketball team playing! Thank you so much for an outstanding product."
Gregg T., Verified Buyer"It turned out perfect. Ordered it for a birthday party and it was the star of the show!"
Dino R., Verified Buyer"This is insanely cool. Our son Hudson is 14 months and we decided to make a rug from him for him!"
Brett H., Verified BuyerThis market has the highest potential lifetime value per customer. Service companies do not buy one rug. They buy one per truck, one per crew, one per job site. One reviewer ordered 15 at once. The use case is different from every other market: the rug protects the customer's floor while advertising the service company's brand. It does double duty as floor protection and on-site marketing. The lightweight, washable format is not a drawback here. It is the reason this works.
Works Alongside (Not Against)
Not office decor. A functional mat that goes into customer homes with every service call. Floor protection plus branding in one piece. Service companies buy multiples because every truck needs one. 27 reviews already describe this use case.
Buyer Types in This Market
Angles That Work Here
What They Say
"Attached are some pics of our job sites with the incredible rugs that we purchase from you and have given our company that extra impressive appearance that we all care. Thank you again and look forward to more business"
Dr R., Verified Buyer"Our company rugs look amazing! Our drain cleaning machines fit perfectly and keep them from doing any damage to floors! Thank you for the great customer service and product! Would highly recommend!"
Danielle H., Verified Buyer"Our order was process fast. I received my 15 rugs within 2 weeks of placing the order. The rugs wasn't what I expected. They actually exceeded my level of expectation. Colors, and sizes match exactly what was sent on the proof."
William C., Verified BuyerSide by Side
| Market | Current Presence | Review Evidence | Market Size | Top Angle |
|---|---|---|---|---|
| Small Business Branding | Full brand identity | 89 reviews | Large | "First Impression at the Front Door" |
| Home Studios & Personal Spaces | Zero positioning | 38 reviews | Large | "The Room Is Not Done Until the Floor Is" |
| Events & Trade Shows | Some overlap | 27 reviews | Medium | "Portable Branding for $100" |
| Gifts & Memorials | Zero positioning | 24 reviews | Large | "The Gift They Will Never Walk On" |
| Service Companies On-Site | Zero positioning | 27 reviews | Medium | "Your Logo on Their Floor" |
The takeaway: The current market (Small Business Branding) has the most review evidence, but it accounts for only about a third of all reviews. The other two-thirds are split across four markets where Rugtomize has zero dedicated positioning. The product is already selling in these markets. The website, ads, and messaging just do not reflect it yet.
Three Ways to Enter New Markets Without Leaving the Old One
Build a "Personal Spaces" Landing Page for Studios and Gaming Rooms
38 reviews describe non-business use cases, but the entire website says "Trusted by 10,000+ Businesses." Create a separate landing page showing rugs in music studios, gaming rooms, and apartments. Use review photos as social proof. Run Meta ads targeting home studio builders, gamers, and content creators. This audience does not see themselves in the current branding and is being lost to Etsy and Redbubble.
Launch Gift-Occasion Campaigns Timed to Father's Day, Christmas, and Graduation
24 reviews describe the rug as a gift with emotional reactions: "star of the show," "overjoyed," "too beautiful to step on." Create a gift-focused ad set with a simple message: turn any photo, logo, or memory into a custom rug. Time the campaigns to peak gift-buying windows. The personalized gift market is massive and Rugtomize is invisible in it.
Create a Service Company Package with Multi-Unit Pricing
Service companies are the highest-LTV customers in the data. One ordered 15 rugs. Others describe needing one for every truck. Create a dedicated landing page for plumbers, HVAC companies, and cleaners that leads with floor protection plus branding. Offer tiered pricing (5-pack, 10-pack, 20-pack) to capture the fleet buyer. Each new truck is a new sale.
How to Validate These Discoveries
The Home Studios and Personal Spaces market is the clearest first test. The audience is targetable today on Meta (interest targeting: home recording studio, gaming setup, music production, DJ equipment). The review photos provide ready-made ad creative showing the product in context. And the competitive set (Etsy, Redbubble, Society6) offers generic custom rugs without the design support, fast turnaround, or quality that Rugtomize provides. A dedicated landing page with 3-5 ads using review photos could validate this market within 2-4 weeks of spend.
The Gift market is the second test, timed to the next gift-buying peak. Father's Day is the natural first window. The messaging is simple: "Turn any photo into a custom rug." The emotional hook writes itself from the reviews.
The Service Company market is lower volume but higher LTV. A targeted LinkedIn or Meta campaign aimed at plumbing, HVAC, and cleaning business owners with a "fleet pricing" angle could convert at high value per customer. One 15-rug order is worth more than a dozen single-unit sales.
What we did not include: This analysis is based on publicly available review data. With first-party data (order frequency by customer segment, average order value by use case, acquisition channel breakdowns, and repeat purchase rates) we could confirm which markets produce the most valuable customers and at what cost per acquisition.