{
 "company": "fab",
 "as_of": "2026-10-05",
 "choices": [
  {
   "id": "fab-p02",
   "business": "Design-goods ecommerce",
   "category": "product",
   "dimension": "Merchandising",
   "statement": "Bradford Shellhammer brought home-design retail experience to the product selection.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA6"
   ]
  },
  {
   "id": "fab-p03",
   "business": "Design-goods ecommerce",
   "category": "product",
   "dimension": "Sales format",
   "statement": "The early service offered time-limited selections from outside designers; the student analysis describes this model.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FA4"
   ]
  },
  {
   "id": "fab-g01",
   "business": "Design-goods ecommerce",
   "category": "go_to_market",
   "dimension": "Initial demand",
   "statement": "Goldberg reports $18m of merchandise sales in the launch year; this is not profit.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-p01",
   "business": "Design-goods ecommerce",
   "category": "product",
   "dimension": "Business pivot",
   "statement": "Fab changed from a social network to design-goods flash sales.",
   "event_date": "2011-06",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-p04",
   "business": "Design-goods ecommerce",
   "category": "product",
   "dimension": "Recurring discovery",
   "statement": "Daily email introduced the changing assortment to registered shoppers.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-p05",
   "business": "Design-goods ecommerce",
   "category": "product",
   "dimension": "Physical delivery",
   "statement": "The operating model depended on people, inventory and warehouses, according to Goldberg.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-g02",
   "business": "Design-goods ecommerce",
   "category": "go_to_market",
   "dimension": "Demand growth",
   "statement": "Goldberg reports $112m of merchandise sales in 2012, below the $140m plan.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-g03",
   "business": "Design-goods ecommerce",
   "category": "go_to_market",
   "dimension": "Email audience",
   "statement": "The founder reports more than 10m daily-email signups, which are not active buyers.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-g04",
   "business": "Design-goods ecommerce",
   "category": "go_to_market",
   "dimension": "International entry",
   "statement": "Fab expanded into Europe through acquisitions.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-g05",
   "business": "Design-goods ecommerce",
   "category": "go_to_market",
   "dimension": "Paid acquisition",
   "statement": "The founder identifies online marketing and television advertising among major spending commitments.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-p06",
   "business": "Design-goods ecommerce",
   "category": "product",
   "dimension": "Retail transition",
   "statement": "The outside analysis identifies a move toward holding inventory and a broader ecommerce offer.",
   "event_date": "2013",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FA4"
   ]
  },
  {
   "id": "fab-p07",
   "business": "Design-goods ecommerce",
   "category": "product",
   "dimension": "Assortment",
   "statement": "Shellhammer's later account criticizes the loss of a coherent product selection as the company grew.",
   "event_date": "2013",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA6"
   ]
  },
  {
   "id": "fab-g06",
   "business": "Design-goods ecommerce",
   "category": "go_to_market",
   "dimension": "Strategic choice",
   "statement": "Goldberg says the board chose continued high growth over a US-only route toward profitability.",
   "event_date": "2013",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-g07",
   "business": "Design-goods ecommerce",
   "category": "go_to_market",
   "dimension": "Funding dependence",
   "statement": "The growth plan required a larger financing round than the company ultimately obtained.",
   "event_date": "2013",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-g08",
   "business": "Design-goods ecommerce",
   "category": "go_to_market",
   "dimension": "Marketing reduction",
   "statement": "Goldberg reports that cutting marketing was followed by falling sales.",
   "event_date": "2013",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-g09",
   "business": "Design-goods ecommerce",
   "category": "go_to_market",
   "dimension": "Referral acquisition",
   "statement": "Fab used referral credits, described by Shellhammer's interviewer as part of its acquisition drive.",
   "event_date": "2013",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA6"
   ]
  },
  {
   "id": "fab-p08",
   "business": "Design-goods ecommerce",
   "category": "product",
   "dimension": "Remaining stock",
   "statement": "Goldberg says remaining Fab inventory complicated the effort to separate the later Hem business.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA1"
   ]
  },
  {
   "id": "fab-p09",
   "business": "Design-goods ecommerce",
   "category": "product",
   "dimension": "Separate furniture offer",
   "statement": "Hem launched as a furniture business while the Fab brand still existed.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA6"
   ]
  },
  {
   "id": "fab-g10",
   "business": "Design-goods ecommerce",
   "category": "go_to_market",
   "dimension": "Buyer trust",
   "statement": "Shellhammer connected retail sustainability to trust in the assortment rather than signups alone.",
   "event_date": "2015",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FA6"
   ]
  },
  {
   "id": "fab-p10",
   "business": "Design-goods ecommerce",
   "category": "product",
   "dimension": "Business transfer",
   "statement": "PCH acquired the Fab business; the source reports a cash-and-stock transaction.",
   "event_date": "2015-03-03",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FA7"
   ]
  }
 ]
}