It is not just about avoiding waste. Our idea created a powerful emotional benefit to both the sender and receiver
is undoubtedly that the idea we came up with solved a simple problem. However, it is not just about avoiding waste. Our idea created a powerful emotional benefit to both the sender and receiver of a Seedling card. Once planted, the card provides lasting pleasure and memories – far more than an ordinary greeting card. Seedling redefines a market category with originality and offers several reasons to choose it over ordinary cards – a more enduring, beautifully made message that also helps the customer feel good by caring for the environment. Redefining a market category with a quality product can lead to great sales success – a famous example is the way Apple made its iPhones and iMacs essential to our daily lives. However, if innovation slows, or the product goes out of fashion, initial enthusiasm can turn to disillusion – here it is Blackberry, made bankrupt when its mobile phones were overtaken by Apple’s, that provides the example. So it’s essential that Seedling innovates with new, seasonal designs, giving loyal customers constant benefit from the product as it changes with their needs. We also plan to make a leap into a business-to-business model, for example co- operating with online card retailer Moonpig (a bigger brand) to supply our cards for their range – which would further boost our profit and growth while winning more loyal customers. We also need to win more business, maintaining quality at all times and constantly reinforcing the emotional connection our customer makes with the product. As humans, we make decisions based on emotional factors, not rational ones – so our customers need to love us! In addition, by targeting an audience in a more affluent demographic, and with high brand loyalty, we are able to raise our margins by charging higher prices. If the customer feels they have the best of the best in Seedling, it can be a very successful business. So although it’s early days, Seedling can certainly grow into a greater power in this market if we play our cards right (if you’ll pardon the pun). The key to making our product special is harnessing the power of the customer’s emotional attachment to what they buy. Instead of being discarded straight away, what was a simple greetings card can now solve a problem of waste, help the environment and become a truly meaningful gesture that will live long in the memory of both the giver and the receiver.
The Seedling team
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