Who we are Our business is all about giving a clear and transparent picture of the profit making process in the mattress business. It may sound crazy, but its true. Our company's name is Sunrise Success Inc. We are a commercial company registered in Virginia by our founder, Dorothy. The pride of our company is a product named Sunrising Bed, our newest mattress brand. Sunrising Bed mattresses are manufactured by Delandis Furniture, the same firm that manufactures mattresses for famous brands like Mattress Firm, Sleepy and BOB Mattress. Our brand, our mission “Sunrising”, our brand, is meant to evoke the feeling of the sun rising in the morning. It makes us think of something warm, relaxing and pleasant, like gentle morning sunlight on our skin after a good night's sleep. That's how Sunrising Bed mattresses wake those who sleep on them. And like a cloudless, sunlit morning, Sunrising Bed aims to become an online brand that fully discloses how it makes its profits. With no clouds to obscure the truth. You may be thinking, "Why would they do that?" Keep reading. Our research For 9 months before we started out, we investigated the online mattress industry. What we found was a problem of information asymmetry in the market. For example, a buyer had no way of knowing how the sale price of a mattress was calculated. A buyer had no way of knowing: --The cost of materials as a percentage of the sale price --The cost of fabrication as a percentage of the sale price --The cost of storage and distribution as a percentage of the sale price --How much profit is made on a mattress --Will the mattress meet the buyer 's needs? A buyer could get a little information about a mattress by spending lots of time going over user reviews and other online sources. But this information will never tell the buyer if a particular mattress is worth only a tiny fraction of the sale price. The shopping process is time-consuming and the only true way to know if the product is right for you is to actually buy and try it. In other words, the shopping process is in some ways, a gamble. Our findings Through our research, we asked ourselves, “Is the business environment clear and transparent thanks to the internet age?” You should ask yourself the same question and do some research. You will find, like we did, that the answer is “NO”. Many businesses closely guard their information as trade secrets. This way, the buyer only has access to limited information. This enables businesses to real