The Idea Seed
The Imperial Press concept started in the summer of 2014 when Oliver was searching for some interesting prints to add a little visual interest to his home. He’d seen a Victorian copy of ‘The Graphic’ within a cafe while on holiday, and thought it was not only a beautiful example of an engraving, but also a snapshot into life over one hundred years ago.
Oliver searched around to find an example for himself and happened to stumble upon a collection of original Victorian newspapers. The book was full of amazing images, but the accompanying stories were the thing that brought them to life! Finding one describing a ‘fungus society trip to Herefordshire’ – his home town – gave Oliver the opportunity to own a piece of history that was personal to him, and something he could really associate with. This was the spark that made him think other people might be interested in these prints, he just needed a way of setting up an eCommerce site… hence our first Business in a Day was born.
Preparation before the BiaD
We can all get hooked up on the smaller things, so Oliver decided to get these out of the way before the day. He said it was like preparing for a fancy dinner – you need to make sure all the ingredients are there before you start cooking. His pre-BiaD ingredients included:
- Name of business – this can take far too long and requires researching Companies House and web domain providers. Before the day we had bought the domain name and ensured it was available as a Limited company.
- Competitor research – keep it brief.
- Mission statement – the price, product, promotion, place (one liners)
- Copyright issues – the business was selling reproduction prints, so we needed a little legal investigation
- Four trial products – prototype prints and their info
- Plan for the day – a clear instruction for the day, who was doing what, and what outcomes were required
- Buying a reception bell – Forget the post-its; the purpose of the day was focused on doing and outcomes. We needed to rapid prototype ideas, concepts and creative solutions so all decisions were made in 30 seconds and ended with a ‘DING!’ on the reception bell!
Outputs from the day
The day went extremely quickly, but by the end of it we were all really pleased with the outputs. We had the bones of a complete business, with products ready for photoshooting, and four of them on the working website (mobile and desktop compatible) with the ability to continue populating the rest of the website in-house. Oliver could send the weblink out to people for review and user testing.
A complete brand was created, with accompanying tone of voice to be used in a targeted marketing campaign.
Supply chains for product packaging and logistics were found and included in a draft user journey for the customer.
Draft financial predictions were there, but more info was required to finalise.