2. Background
SmegDesign is a startup all those involved appreciate this is going to be a hard slog, our reason for doing it is that we desire to create a long term family business that can involve all of us eventually, which is exciting, affords “more value for money” to the consumer and at the end of the day will be financially rewarding).
Passion for this project is a pre-requisite, we as a group are not intimidated by those things we don’t understand, we enjoy the challenge of reaching a solution (perhaps we are a little naive in that way), but its very satisfying to question the status quo and find a answer.
As a group we are adaptable and we see this as a key attribute given a changing competitive landscape. Six months ago we had little knowledge of viral marketing, imaging software and online retailing, and absolutely none regarding the complex print-on-demand technologies which are integral to the business. However we have researched examined and formulated a plan for success in this marketplace.
The name is slightly quirky and should appeal to large majority of younger consumers, who after all are the bulk of T shirt purchasers. Smeg is an abbreviation of smegma: 1819, from L., from Gk. smegma "a detergent,"
In reality we have an Old English Mastiff who is called Meg (see picture in appendices), she weighs 15 ½ stones and the breed has a habit of dribbling, these dribbles have the consistency of wall paper paste, and have been labeled as “Smeg” by friends/relatives with whom she has on occasion shared them.
2.1 Consumer Behaviour
Consumers are more individualised than ever, expecting every product, service and experience to be addressing their unique and oh so important selv ...