Brooklyn loves the craft

http://www.nytimes.com/2009/02/25/dining/25brooklyn.html

This is a nice article sent to me by my roommate. It talks a lot about how brooklyn supports local high quality>

Rick Mast, 32, said he and his brother were initially attracted to the borough because it was cheaper than Manhattan. "But now I think the real draw is the creativity," he said. "In Brooklyn, to be into food is do it yourself, to get your hands dirty, to roll up your sleeves. You want to peek in the kitchen in the back, as opposed to being served in the front."

"There's an appreciation here for craftsmanship and people who work with their hands," Mr. Bukiewicz said. "I had no idea there was going to be this convergence of artists, artisans and food culture in Brooklyn."

"I love being a part of this community," said Mr. Sklaar, 28, noting that Fine & Raw's packaging was created by a lingerie designer paid with chocolate. "Brooklyn is always in beta testing."

Marketing Strategy

Marketing Studio 1thousand is a delicate process in today's climate. Marketing and advertising in the design world is a delicate and challenging opportunity. When selling a high value item, many times it is important to appeal to the gatekeepers before the check writers. Due to opportunities on the internet, there are a lot of chances to shed light on the brand with little to no money. There are two main groups which S1k needs to interface with directly, which will lead to sales. We call the first group, "finders," and the second group the "choosers." These individuals or organizations are the people who will ultimately suggest and choose the fixtures for the final client, the "check writers."

The Finders, as a group, are design junkies. These people read lots of blogs, they might even have their own blog. They are searching for cool things, interesting projects, just neat things in general. These people and their blogs spread images, words, sounds, movies far and fast across the internet. They lend a variable amount of credibility to a product based on how much status the blog has. This blogroll includes: inhabitat.com, Notcot.org, core77.com, mocoloco.com, coolhunter.com, psfk.com, even Kanye West's blog.

To capture the interest of these taste makers, these idea merchants, S1k will work to provide content in short and long form. Part of this group is going to establish a small personal relationship with the brand. Through twitter, and the blog, they want to know what the company is doing and the trials and tribulations of everyday management of a company. Its a way to keep S1k in their minds at all time. This as a strategy does not necessarily reach people who will pass this information on to others.  

To stop and capture the attention of people who might show this off to other people, even the next people, the choosers, S1k will create small vignettes which explore key branding points of S1k. The first movie short will show how a Constellation lamp is made in the USA. Short interviews with the people who make the different components of the lights, will show the diversity of people who live and work in the United States, and come together to make products. This is a way to show clients how their investment goes back into the USA. These people include a 20 year old railing company, and a group of immigrant woman who live in Massachusetts.

The goal of this type of abstract branding is to engage people in a web of different opportunities and time commitments. Some people may just see the image and decide they might like it, while others might like watching the video because they like seeing things made. The ultimate goal is to show the humanity necessary to produce this product.

Tools, How many do you need?

In my tool box: hammer, lots of screw drivers, levels, tape measures, 4 kinds of tape, heat gun, screw gun, olfa knives-two kinds, rulers, vice grips, tweezers, 3x pairs of pliers, soldering iron, etc.

in my computer box: CS, FCP, office, iwork, ilife, xtorrent, adium, quicktime, quick silver, skype

in my internet box: im, gmail, twitter, facebook, google, google, google, godaddy, pando

in my pocket: keys, ipod, phone, pens, notebook, glasses, wallet

in my bag: something to read, something to write on, clif bar, biz cards, product cards

I'm missing a lot. both in the list, and in my knowledge. People ask me stuff. I either tell them the answer, or I tell them my best guess as to where I think they can find the answer. I have all these tools, but I don't really ever feel like I have all the answers. I feel like I know a lot, never everything, and there is always room for more. I feel like my brain cross-links all sorts of things. I don't think that makes me smarter... Is there one tool that is going to get me there? I wish I could say that in the kitchen I only use my knife for everything, and I wish that I could say that I don't need anything else in my kitchen, but I need a fine mesh strainer. To make ginger ale.

When everyday is the same, what is interesting?

I have been waiting for a check for a long time from client 1. I think, like anything, it takes a long time to get the first one out, and needing this money BAD, I am not going to give up on this. But man, waiting for money is hard, and even then, there is so much to do. I applied for unemployment today. relatively painless, and very fast. But I don't think I am going to be getting anything. The way that system is set up right now is not going to work in this current situation (shitty) that we are in now. Talk about all the options, I'm interviewing for unemployment at the same time I am applying for a job at Condé Nast. Good news is that I made $240 this weekend on a fashion show. I got some Plyboo laser cut. its really amazing how nice that stuff cuts.  I get the ply at www.bettencourtwood.com and I get things laser cut at www.nydesigns.org. ask for Mike.

The constellation is moving along, It looks like I might do the bulk of the soldering myself, I have to see if the numbers work out for making these things. I went to talk to the NYSBC in brooklyn on tues, and my man JM de Jesús gave me a lot of resources. the #1 on my list. the group of library sciences masters and PHD candidates up in albany who you can ask research questions. I fired of my first list today, its a full sheet of questions. I cannot understate how amped I am at having those types of people helping me, even if they are anonymous.

I think next week is going to be time to start asking for money, jsut a couple thousand here and there to keep me going. even in the downturn, there are people who have money, and this round its going to be the just to pay some expenses to keep me going.

What is a company overview?

How do you explain to other people that the company that you are starting is basically  physical manifestation of yourself? How do you tell your investors that you have been told for ever and ever that you are not supposed to litter, that salmon are dying because of you, and that driving your car around is something you should think about? Am I ahead of the curve? Are kids just starting to learn this now? Perhaps its because I got a paid education. But fuck that.

Ostensibly, you write a business plan because you want people to give you money, and in return, after a couple years, you are going to give them their money back. But are they giving you money because they are looking for a good investment? what is a "good" investment? Because I want them to get their money too, but that is not at the top of the list. That is probably third in a triple bottom line. 1. giving back to the communty, 2. Don't mess up the environment, 3. Make money.

How do you explain that to people? Perhaps the people who I am asking for money will have similar goals or perspectives. I think I need to search for those people...