Want to launch a business?
Most entrepreneurs head to cities like Dallas, Denver, San Francisco and Seattle, but two young software engineers disagree.
June of 2012, with $6,000 in start-up money Daehee Park, seen in the company's website video, and his friend JT Marino, quit their jobs in Silicon Valley which many consider fertile ground and headed for the valley of the Sun to launch a mattress company.
They say despite what you may have heard, Silicon Valley is not a good launching pad for young businesses.
"People view Silicon Valley as the land of opportunity but it also forces you into a funnel," said Tuft & Needle co-founder, Park.
"Rents are high wages are high it's very competitive," said Tuft & Needle co-founder, JT Marino.
But why mattresses? First hand experience motivated the duo, a nightmarish experience for JT and his bride.
"And that's around time when JT got married and experienced terrible mattress shopping going to these stores so we wanted to start our business on a problem that was very intimate to us and that we were very passionate about us."
They picked Grand Avenue in Phoenix to buy a building and set up Tuft & Needle, a mattress showroom.
Some see this area west of downtown Phoenix as run down, shabby, and sketchy. These two see massive opportunity.
"You just sort of need some early pioneers to get it going. There is an enormous amount of talent it's community based a lot of people want to help you and want to see success and support you."
As shown on their website, it is an easy set-up and you can take it for a test snooze for 100 days, if you don't like it, they ask that you donate to charity.
"If you don't like it they refund your money once you can prove you donate it to a charity. Isn't that excellent?"
Their marketing is bold and eye-catching challenging the traditional mattress makers with slogans like "Mattress Companies are greedy"
Pricing ranges from $350 for Twin mattress to $750 for a Cal King.
Park and Marino say they say see a big future in Phoenix as more entrepreneurs realize what they did and choose the Valley over the bigger cities.
The company has been in downtown Phoenix for four years and has about 190 employees.
The mattresses are manufactured in southern California.