Implementation of the Start-Up Company 'Strumpfbody' on the Basis of the Business Model Canvas

Seminar paper from the year 2015 in the subject Business economics - Company formation, Business Plans, grade: 1,6, University of Cooperative Education Ravensburg, language: English, abstract: This paper shows the implementation of the business model Canvas with reference to a specific example. It describes how we came up with the idea of the new start-up company which, is called "Strumpfbody".

In the 19th-century machine-made cotton stockings became available for women. After World War I (1914-1918) short skirts were fashionable and long silk stockings were worn again. With the discovery and ultimate use of Dupont Nylon in the late '30s and early '40s, the primacy of silk in women's hosiery waned. Silk was ultimately replaced by nylon after the war. Nylon stockings which became popular after World War II (1939-1945) and completely replaced the silk stocking usually had seams until the late 1960s. They were knitted flat and "fully fashioned" which means that they were shaped to fit the leg like modern sweaters. By decreasing the number of stitches as the stocking was knit towards the ankle, a garment was created that was "knit to fit". By the early sixties, "fully fashioned" or seamed stockings were rapidly replaced by the modern reinforced heel and toe seamless stockings.

In the 1960s when skirts were worn very short, many women began to wear tights (pantyhose) instead of stockings. To show, "a bit of stocking", was no longer accepted and while stockings fought for market share by becoming extremely long, they became nearly extinct as pantyhose gained in popularity. "For much of the 20th century, pantyhose were an essential component of any polished woman's outfit. But then, many Gen X and Boomers stopped wearing pantyhose years ago, dismissing them as uncomfortable and easily ruined by runs. Most Millennial women have never even worn them, and thanks to more casual office wear, they don't need to in most offices." The majority of the leading brands of pantyhose and nylons in the United States have to struggle with this development. Therefore the market needs a new innovation, which will be described in the following paper.