To bring this vision to life, STRIDE started by examining the business model canvas, addressing pain points along the product journey. Staff engagement emerged as a central challenge, particularly in consistently sorting the food waste needed for dyes. To tackle this, an incentive package for restaurant staff was raised, to encourage participation. Additionally, STRIDE provided hands-on support through workshops in natural dyeing and screen-printing, equipping Will and his team with essential skills for production.
A strategic focus on transparency and ethics shaped the customer journey and market approach, ensuring alignment with the brand’s core principles of sustainability and community. Intellectual property advice from Briar Law and guidance on design licensing from Browne Jacobson solidified the brand’s foundational assets. For further sustainability goals, STRIDE facilitated a referral for guidance on B Corp certification.
Will’s experience in business management, combined with his connections in the local community and ongoing discussions with town council partners, offer promising funding avenues, anticipated to open later this year. By incorporating workshop sessions for children in dyeing and printing, the brand aims to enrich community engagement while prioritizing creativity, circular economy principles, and local, stable employment for three staff members. With support from STRIDE, Will is well-prepared to advance his strategy for a sustainable launch, ready to capture a unique segment of eco-conscious consumers while giving back to St Ives.