Avda. Països Catalans, 34
SANTA COLOMA DE FARNERS (Girona)
Hours per week
Virtual Work Available
The BYBELNE project’s main objective is to provide financial independence to the invisible collective of older women who for various reasons are living in very precarious conditions that don’t allow them to afford their daily expenses.
They are very active women who take care of the house, the grandchildren and some have had to take in their unemployed children.
All of them are very good at doing all kinds of crafts so we set out to create ecological high-quality women’s footwear, including parts of the design that could be woven and sewn by them.
We are committed to total sustainability:
– in the field of people going for active aging in order to improve the quality of life
– in the field of the environment through an environmentally friendly product, investing in the common good economy and raising awareness towards sustainable consumption that avoids fast-fashion. We create collections that are durable and timeless because we want to escape the eternal remake that fashion has become.
We are just at the beginning: you can check our website www.bybelne.com (It’s created in order to test the product. We check the interest of the project via twitter.).
If we increase sales, the number of older women in poverty will decrease. Therefore, our entire focus is sales oriented. We are familiar with the difficult sector which we are in, so we need to build and communicate our value proposition in a differentiated manner.
We firmly believe that you create value when you are able to transcend the simple customer service and get memorable brand experiences that connect with current and potential customers in a more emotional and authentic way.
We are concerned about how to raise value in order to create stronger links with anyone that we communicate with (customers, suppliers, etc.…). We are concerned about what “proportion” and priority we must communicate of all the “pillars” of our project (product, social-environmental impact, economic and management transparency …).
We wonder, why will a user select our product or online store from the millions out there, buy, recommend us and come back to buy? What can we do to distance ourselves from the competition?
The most complicated part: to find the value proposition that catches customers, that is relevant to them and evolve base on the environment.
We’d love for you to join us voluntarily to help build the brand from the beginning. It is a challenge because we want to make a difference in the way we reach the end customer (we will have to be very creative, however outlandish it may seem, we won’t discard anything). Do you dare?
1. Brand Territories
Define the brand
Define the product portfolio
Detail functional & emotional benefits
Search relations between the benefits it provides & situations, specific places
How do we prioritize the territories? Should we apply them equally to an end customer and to an intermediate customer (shoe store, multibrand store, etc.…)?
How do we differentiate our brand territories from the competition?
Can we bind ourselves to places or situations that we want consumers to associate with us? (Example: Why a car company sponsors the national soccer team of a country?)
Strategy: Define it (credibility, visibility, recognisability…)
Cultural: Can all cultures share the same strategy?
Public: Typologies. Does it use content? (What kind? What subject? When? What format?)
Product: Does our product sector generate conversations? Is it an interesting category? Do people often search content related to our category? What are the categories of the most searched content? Are we interested in being associated with any?
Values: What are we going to convey? What is the archetype of our brand? What personality do we want to have?
3. Content Plan
What issues we will discuss: Structured (brand, product, experience, territory …)
Where: In what channels do we want to communicate?
How much: Each channel has different dynamics. (For example, a tweet doesn’t last long in the users’ time-lines, so the frequency can be greater than Facebook, where the optimum point of a content may take a day.)
When: Each channel has an optimal time to publish content. We will find when it generates more results or when there is less noise. The time of publication is key. Do elements outside of the channel have an influence (weather, holidays,…)?
4. Content Creation – Planning & Timing – Budget
5. Follow up
Of Clippings (daily control of our own news and news that has occurred in the industry)
Of Competition (weekly monitoring of activities performed, their impact and in what media)
Clipping Book of our brand
6. And many more… (gamification, networking, synergies search, trends,….)