Developing a concept based on my SWOT analysis

I felt that, as I had acknowledged a flaw in my product – the fact that if it is muddy you will not be able to write on the boots, I should not only look into developing a solution, but look to develop an alternative.

I therefore thought that, if the Wellingtons were designed with signatures etc BEFORE the event, this would eradicate the problem, however this defeats the whole object of getting festival friends to sign the boots.

I therefore began to look into projects and companies who do such things with Wellington boots, or who provide such a service, and thought of ways I could manipulate this to my advantage.

My aims yesterday were to gain a substantial number of articles / stories revolving around this theme.
Below I have documented my achievements:

I looked into a company called ‘Wedge Welly’. This is a family orientated company who design Wellington with a wedge, and aim the boot specifically at festival-goers.
They are constantly looking for new ideas, I therefore sent my proposal over to them for approval/disapproval.

I had a reply from Mike at the family, saying he would discuss it when the trio were reunited on Friday and get back to me, so fingers crossed he considers it has potential to be developed.

I became a ‘follower’ of this company of Blogspot, and also joined the Facebook group, to be kept up to date with any of the companies developments.

I then came across a discussion forum on a site about ‘How Can I Recycle This?’ One lady had put up a post about ‘how can I reuse of recycle … old wellies?’

She stated that Glastonbury Festival organiser Michael Eaves hates all of the wellies being ditched. I was unaware of this perspective, but it actually grounded my proposal even further, especially with regards to the festival endorsement.

I posted my proposal on the site, and read other peoples comment ideas and perspectives.

I then accidentally stumbled across an ‘information inspiration’ site, in which an article talked about Dunlop recycled Wellington boots. The boots are made from polyurethane, PVC and rubber. The latter is a natural resource, but the former is not. The PVC also has a range of issues associated with it.

Dunlop offer a service which I found interesting. They ‘take back’ old Wellingtons from customers who send them through the post, the boots are ground down and manufactured into new boots. Perhaps Dunlop is a brand I could take onboard…
I visited their website, however, and could find no further knowledge of this. I then read on a blog that this system was no longer in place.


What next?
I must continue to look into the same strategies employed above, working how to target them at my specific demographic.