We all gave 10 min pitches on our last week of class, and it was both educational to pitch, and to watch. The unfortunate thing that became quite apparent after our pitch is that we aren't clearly communicating our message, value, or purpose. This is a pretty valuable realization in that we have time to revise our message before we miss any big opportunities.
With that being said I'm going to put some ideas here because Practice makes apparent: (feedback is encouraged)
Canvas & Hide:
Who: A pair of tinkerers and makers who adventure on foot, by bicycle, and motorcycle to take in more of the world and better understand the things that surround them.
What: We use canvas and leather to make durable repairable equipment (bags, apparel, and accessories) for hard users. Right now we are focusing on bags and packs. We envision products from belts to hats to tools and racks, but we have to start somewhere. We see bags as the best medium for testing and growing our values.
Where: We are starting our focus with urban cyclists. We see this space growing while offerings continue to fall short of consumer wants and expectations. We later intend to extend into hikers, and trekkers as well as craftspeople and artisans.
Why: We were tired of choosing between form and function. We were tired of throwing away things that hadn't been designed and built to be repaired. We were tired of our needs outgrowing our gear.
How: Once we have prototyped and vigorously tested our initial products, we will be offering preorders through a crowd funding website. Every day we talk to people who are fed up in the same ways that we were and are yearning for equipment that can outlast and outgrow them. We believe that these will be our best investors. They understand our beliefs and will hold us to our values.
So what are these values that I keep going on and on about? They are what get us up in the morning and what make us triple check our work.
1. Products should wear in, not wear out: That shiny thing you just bought will soon be scratched and dinged, which will leave you wanting another one. Perhaps that was the original intention of the designer/ marketer/ or business owner, but it won't be ours. The more you use our products, the better they will work for you, the better they will look and the more you will love them.
2. Products should be designed for repair, not replacement: Certain things are built in a way that they lend themselves to repair. (cars, bicycles, homes, or computers) over replacement. Not only are these items designed to be repaired, but they are expensive and require a considerable upfront investment which encourages people to repair them. The second part is key in our process. In addition to designing our products to be repaired, we will encourage emotional investment in them so that when that fated day inevitable comes you will be eager to repair your products as opposed to replacing them.
3. Believe in people: We understand the influence that every strong brand has on society. We promise to use ours to lift up everyday people to empower them to do the amazing things that they are capable of. We won't propagate the sexist, ageist, or close minded stereotypes that traditionally surround our market. We will support the inclusion of the underrepresented in our advertising and marketing campaigns as we celebrate people.
4. Encourage Tinkering: We understand that we can't make the perfect equipment for everyone, but we want to encourage everyone to make our equipment perfect. This will require robust product warranties that encourage tinkering as well as supporting communities who empower others to tinker through how to's, project advice, and the celebration of changes. We also recognize that this is an invaluable pool of research and development being made possible by our users.
I've run out of steam here, are you still with me? I would love to hear your feedback. If you have trouble leaving a comment here, please send me an email at canvasandhide@gmail.com
Much Love - Ben.
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