enjoy the difference
Kenyan interior textiles with a hidden message
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Enjoy the Differerence is a modern collection of interior textile products (tablecloths, aprons, cushions, bed covers) made by Kenyan tailors with the traditional East-African 'khanga' cloth, using the hidden statements on the cloth as unique selling point. Part of the profit is used to support marginalized groups in Kenya. Products will be sold in trendsetting interior shops in Europe, aiming for the Cultural Creatives target group.
Facts
2007
| Two years ago: | |
| Last year: | |
| This year: | 26,000 |
| Year 2: | 60,000 |
| Year 3: | 103,000 |
| Two years ago: | |
| Last year: | |
| This year: | 440 |
| Year 2: | 21,500 |
| Year 3: | 49,000 |
| Two years ago: | |
| Last year: | |
| This year: | 5 |
| Year 2: | 15 |
| Year 3: | 30 |
Finance needed
| Finance needed for fixed assets (buying of machines, buildings, ...) | |
| Finance needed for working capital (salaries, stock, rental, leasing, transport, ...) | 2,000 |
| Total Finance needed (US$) | 2,000 |
How do you expect this to be financed?
| Own Contribution in cash | 3,000 |
| Loans (debt) | |
| Shares in your company that you offer to investors (equity) | |
| Other sources | 1,000 |
| Total Finance needed (US$) | 4,000 |
The Business
The products are tablecloths, cushions and bedcovers made from high quality textiles from Kenya. The design is a mix between Western minimalism and African colourfulness. Traditionally khangas (the main ingredient of the products) are given as a present from man to woman and function as a subtle communication tool: Next to the colourful symbols, every khanga cloth contains a statement in Kiswahili about African daily life. The messages are often statements that cannot be said out loud. They vary from secret love affairs to houshold tips: nothing is left 'unsaid' in this way. These statements are translated and included in this product collection with a humouristic blink to African life: the themes for these products vary from Love (' Calm down your heart, I am yours') and Relationships ('A good partner is a blessing in the relationship') to Confidence ('You can do whatever you want but you can't stop me') It creates a product with a unique story, and a unique selling point.
The products will be made by small tailoring companies (mainly women) in the region of Machakos, Kenya. The products are easily made with a sewing machine. The only training needs to be in straight stitching and colour selection.
Target market is in year 1 trendsetting interior shops in the Netherlands, and in the following years in more European countries.
Target groups are 'Movers' and 'Perfectionists' (source: Smart Agency Company). Movers live in urban areas, are impulsive and like products with a story. They use internet and usually buy in city centers. (They are also known as cultural creatives). Perfectionists go for quality, brands and design products. They usually buy in exclusive but easy accessible malls. For both target groups price is not a crucial buying argument. Interior textiles are usually bought in 2 periods of the year: spring and around Christmas.
Raw material is available troughout the whole year: Khanga fabrics are printed continuously in the coastal region of Kenya. This is the same for plain cotton. Suppliers are selected by the export organisation.
The products will be marketed trough displaying and selling them as narrative brand products in trendsetting interior shops. Lifestyle magazines and interior magazines will be contacted to publish the story with the statements behind the items to reach the target customer directly.
The products will be given to brand ambassadors: this will take place at art academies and universities, but also hip restaurants (tablecloths), hotels (cushions, bed covers) and tv shows (e.g. cooking programs).
The website www.enjoy-the-difference.nl will be used as an online shop, and to provide more background information about the products and the meaning of the statements.
The products will not be sold through regular Fair Trade channels.
Competitors are other wholesalers or producers of textile design products. (In the Netherlands this is e.g. 'Gewoon' , 'Blond' or designs by Tord Boontje)
The quality and design is as good as these high end competitors; the price is average in this target area ( cheap is 30 USD for a tablecloth; expensive is 150 USD). It is the right price to still be able to be attractive for impulse buyers.
This product is better than the competition because it appeals to the 'experience' orientation as well as the brand focus of the target group, who is looking for meaning, stories and status in their consumer behaviour. No other textile wholesaler producer has this kind of story behind its products.
Unique about the products are:
1.the combination between good quality design products and the colourfulness Africa,
2. the East-African statement on every product and the story behind it.
The Entrepreneur & Management
I design interior products and I have a good insight in trends and developments in the interior market. I also have an overview of the interior market and interior shops.
I have a good understanding of the target groups because I have been designing, working with and following these groups for 3 years.
I have cooperated in the successful business set up of the Ragbag bags from India. I learned a hands on mentality and to think of creative solutions.
I have worked in Mexico with groups of craftwomen. The project is delayed because we did not question them well enough about their needs. This is something I learned to do better the next time.
Development
The company will provide direct employment to 30 small tailors/seamstresses in the region of Machakos, Kenya within 3 years. Part of the profit of every product will be invested by export organisation Mango True Mirage in the alleviation of poverty of 200 marginalized groups of craftmen and women in that same region by improving skills and marketing of their craft-products.
