The core idea was to have a methodology of building a database of those wishing to replace/exchange their old furniture for new ones. For this we floated a 'fake second hand furniture' dealer, who advertised their services as buyers of second hand furniture or repairers of old furniture. When people contacted them, representatives would make ridiculous offers on the old furniture and get rejected. But the most important data would get captured. That is, those looking at replacing furniture, and the type of furniture they wanted to dispose. Subsequently exchange offers were sent on the same type of furniture to the prospects.

Over a 3 month period, the 'fake second hand dealer' got some 1000 plus calls, from those wanted to sell or repair their furniture.

Mailers offering them good exchange deals were sent and around 352 such sales took place.