Strategic workhop of Miuki brand development

Client_

Miuki is a Polish manufacturer of poufs and beanbags that has been operating since 2008 and is known for supplying high-quality designer products.

Challenge_

Client approached us seeking support in analysing its current position on the market and exploring potential directions for development.

The dynamically changing business environment was a challenge that the brand wanted to face in order to effectively build its future. Inspired by the positive feedback about our Product Strategy Discovery workshops, the owners of Miuki decided to participate.

Scope of works_

• Customer Interview
• IDI Interviews
• Personas
• Competition benchmarking
• Impact Mapping
• Defining the vision
• Defining goals
• One day workshop
• Summary materials

Completed work_

Step 1: IDI interviews and personas

We began preparations for the workshops with in-depth IDI interviews (Individual In-depth Interviews), which allowed us to better understand how the Miuki brand is perceived. We delved into the knowledge of its customers and their needs, as well as identified the key challenges and development opportunities that the company faces.

Step 2: Competition benchmarking

Based on the collected market data and information from the Client, we conducted a benchmarking of the competition, which allowed us to better understand Miuki’s positioning in the market and identify potential areas for development. The analysis also provided us with knowledge on how other companies respond to customer needs, what services they offer and what solutions they use. Additionally, we delved into the topic of Unique Value Proposition (UVP) among competitors, analyzing their key differentiators, communication strategy and marketing activities.
 

Step 3: Workshop

During an intensive workshop led by our experts, together with the owners of Miuki, we defined a clear vision, goals and strategic direction for the brand’s development. We started by defining its fundamental values, which constitute a solid basis for action.

We analyzed the current situation of the company and set specific, measurable goals to achieve. Based on detailed data, such as persona and competitor analysis, we developed an Impact Map. Thanks to it, we identified new approaches and key solutions that will enable precise achievement of the assumed goals and further development of Miuki.

Solution_

The workshop brought Miuki a number of significant benefits that helped it to further develop and strengthen its unique vision. After the workshop, the company’s owners gained confidence in the validity of their business decisions and set a clear path for development. The workshop allowed them to look at Miuki’s goals from a new perspective and confirm that their approach – focusing on solution design and close contact with customers – is appropriate and consistent with the established values.

Based on the workshop, instead of following imposed trends, they decided to focus on authenticity and brand values, which as a result allowed them to make decisions in line with the vision developed during the workshop.

Miuki’s owner sgained:

01 Confidence in business decisions

The workshop allowed Miuki owners to confirm the validity of their assumptions and take bold steps towards achieving their goals, which gave them greater confidence in their decision-making.

02 Improving cooperation with subcontractors

Thanks to the clarity of the vision and brand values, Miuki improved communication with subcontractors, which resulted in greater efficiency of operations, especially in terms of SEO.

03 Better internal communication

The workshop helped to align the vision and goals within the team, which had a positive impact on decision-making.

04 A holistic view of the company

The workshop allowed the owners of Miuki to look at the company’s activities from a new perspective, which enabled better planning of the next steps of development.

Thanks to the Product Strategy Discovery workshops, the owners of the Miuki brand gained confidence in their decisions, which will help them effectively develop their brand without losing its unique identity.

Testimonials_

“The key factor in the workshop was the atmosphere of safety and partnership-based exchange. The team didn’t judge us, but asked questions that allowed us to find the answers ourselves. A bit like with a psychologist – you don’t get advice, you get questions. This approach created space for openness and reflection, while at the same time helping us develop concrete decisions that were fully aligned with our values and goals”.

“After the workshop we felt positively exhausted, but above all we gained confidence about the direction we are heading. The workshops helped us implement changes that better reflect our unique vision. This, in turn, improved our cooperation with subcontractors and increased the effectiveness of our activities, especially in the area of SEO. It was definitely time well invested”.