![]() One is how Enjoy can get away with selling at list price in a market notoriously full of price-cutting competitors. There are some obvious questions about the business model. Add the fact that customers can reach out for more help even after their delivery, and what you really have have is a combination of near-instant gratification plus a security blanket for anxious buyers. It’s easy to see how attractive the service can be. (Had I been a real customer, he would have also guided me through the new process to register it with the federal government.) At one point, he politely but quickly took control of the console, preventing me from allowing my nearly $3,000 fantasy purchase to smash into a stand of trees and advising me of the perils of nearby electromagnetic interference. We met at Enjoy’s offices and decamped to a nearby park, where Daniel showed me how to assemble the Inspire, mount the camera, and configure the iPhone app needed to control it. (After his time with me, Daniel was scheduled to pay a home visit to install an Ecobee smart thermostat.) Like all Enjoy experts, Daniel is a salaried employee-tipping is prohibited-who splits his time between appointments and training in the portfolio of gadgets Enjoy sells. In short order, I received an Uber-style email introducing my Enjoy “expert,” a personable young man named Daniel Duran. To get a taste of that experience, I arranged the mock purchase of a $2,899 DJI Inspire 1 drone-a piece of hardware that, in its complexity and cost, kind of terrifies me. The goal, he says, is not merely to make a sale it’s to “create an experience.” Johnson boasts that 97 percent of Enjoy deliveries arrive ahead of schedule. The buyer picks the location, which may be a home, office or even a café, and appointments are always set for a specific time-no cable-guy-style “delivery windows.” Mr. It’s like an Apple Genius Bar that comes to you, on your schedule. The difference is in what comes with it: a trained, knowledgeable human being, who at no extra cost delivers it to you in as quickly as four hours, then spends an hour with you helping you set it up and teaching you how to use it. ![]() You go to the site, buy a product and receive it. On one level, Enjoy is simply an online retailer. Johnson says the service will expand to more regions this year, based on lessons gleaned from his two test beds. Enjoy is currently available only in the New York City and San Francisco Bay areas, though Mr. Last year, after raising $80 million from backers including such Valley heavy hitters as Kleiner Perkins, Oak Investment Partners and Andreessen Horowitz, he launched-at age 55-his first startup.
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