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I was sitting in my kitchen and I was thinking: Oh my God I have sold
so many lovely beautiful kitchens and here I sit in my own kitchen
and it is so ugly!
It has to be possible to do something cheap and easy to change this!
So I started to experiment on how to change the kitchen doors,
I took one of the doors out and I cut a hole into it and I started
to fill it with different stuff…
I thought this is a good idea with the magnets!
So I went on thinking and I sawed a hole into the kitchen door
and placed magnets into it.
I took it under my arm and I visited different persons in the branch:
the kitchen branch, the organization for wood in Sweden etc.
I visited them and we had a discussion and they thought it was a great idea!
They said: why didn’t anyone do this before and said: just go - go for it!
So I went on and I had focus groups with women
because women are our target group.
After the focus groups it was very important to write everything down
in our business plan of which a big part is about the brand:
the brand name and the brand values.
For us it is even more important because we cannot to take a patent on our product
because it is so easy to copy and to change, so we decided to go for a mental patent!
We will load our brand name with the values that we would like to show
and that we would like to make visible in different ways
-and that starts in the business plan.
Our products are in fact a feeder business from IKEA
–I’m sure you all know who they are – and our market is where IKEA has its market.
IKEA is international and is operating in all European countries
so for us the Community Trade Mark was very natural – a natural choice!
We were very happy that we could just go on-line and fill in one single application
- it was very easy, very quick and very cost effective – to have our brand name registered.
Dooor as a trade mark and as business is newly born! We are so young
and we are just learning how to walk.
What we are looking for now that we are growing and expanding
is a new partner.
What we would like to have from that partner is competence, capital and contacts.
That is our wish for the future.