The cofounders of a business that advertises bright coloured, high quality and boldly designed men's socks had just discovered in the producers of a popular Canadian reality television show, Dragons' Den.
They were chosen to pitch their business idea to the show's venture capitalists in hopes of receiving investment funds.
Since they were at the cusp of their business development plans, with an innovative business model and product design, the co-founders still had some key advertising decisions to make before their on-air pitch to the "Dragons" in a month. The partners' notion of the business was innovative: for every set of socks 20 per cent of the sales could be given to Kiva, an organization that facilitated microfinance financing. The sale of every pair of socks would aid entrepreneurs all over the world who have been beginning their particular businesses.
PUBLICATION DATE: April 17, 2014 PRODUCT #: W14128-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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