Startups Growth

IDU’s initial business idea was based on the design and manufacture of stone products. Products that people interact with within everyday life. Whether it’s at the workplace, at home, or restaurants and cafes, life can be defined in many ways.

Since stone is a natural material, it has inherent limitations and advantages in the design and production of IDU products.

Important decisions were made when the business environment and the value proposition and other important points of the supply chain process were seen in general. The main strengths and capabilities of IDU were design and production. Therefore, its sales process is based on collaboration with other brands to provide a sales platform.

Using the design thinking process, the market and consumer needs for this product were analyzed first.

According to the quantitative and qualitative studies, there are very few stone products available that meet the aesthetic and functional needs of the target audience. Thus, products were defined based on IDU customer segments in a specific space and lifestyle.

Until now, dishes have been defined as something for holding food, fruit, or liquid, and when they were used, their true meaning and concept were revealed. Then, after using another dish, it is no longer effective, so people place them in a cupboard or cabinet away from others’ eyes.

The results of the research team changed IDU’s point of view about the dishes.

As a result of the research and empathy process, we reached the following conclusion:

The dish can have beauty and function in space without being only a container.

The second conclusion that was considered in the research was that the dishes were designed for the customer based on a specific function from the beginning of the design and production process.

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It was seen as another weakness in existing products that the user has no freedom and can only use the product based on what the designer wants.

Another result of the in-depth analysis of the data is a new idea that’s presented to the market with a design that lets the customer define its preferred use. In fact, a container is designed in such a way that it has various uses.

The design thinking process enabled the IDU team to be able to present the idea and products to the market in advance of the needs and the target customers and how to present them.

Start-ups can deliver products that customers will accept as a new solution for today’s lifestyle with an in-depth study of the market. This approach helps to minimize the possibility of business failure.