BuildFold
Buildfold is a project that I started kicking around in the Spring of 2012. It's a high-end, custom wallet builder for men. The consumer designs and customizes their own wallet through an easy-to-use, online builder. BuildFold would be responsible for collecting the specs, manufacturing, and shipping.
Today’s consumers are more particular, quality conscious and fashionable than ever. They demand unique, high quality products that are easily accessible and customizable. Much of my business would be selling an online experience for the consumers just as brick and mortar stores sell their own type of shopping experience to enhance their brand.
The idea of Buildfold came to me while I was searching for a wallet for my boyfriend. He loved my wallet's pop of color in the lining but wanted a quality wallet that was slim and modern. I could not find the "perfect" wallet anywhere. As a self-proclaimed professional online shopper, I was frustrated. There were sites such as Blanklabel.com and Tailorstore.com that had custom quality men's shirts, but the men's wallet sector lacked attention.
As a bartender, I know that interesting wallets can be a conversation piece for men. It is an accessory that can set their style apart and showcase their personality. It is also an investment. Many men I have spoken with keep their wallets until they fall apart because they are unimpressed by the selection or style of wallets on the market. How cool would it be to open up your wallet and have a satin lining with Space Invaders characters? Maybe the fashionable New Englishman could build his wallet with a lobster pattern lining. The leather selection can range from distressed and casual to buttery- soft sophistication. They can even have a vegan option if they choose! The client has the option of choosing and customizing everything from the style, number of pockets, style of pockets, stitching, lining, secret pockets and fabric/ leather for each section of the wallet. They will also have the option of choosing a wallet that doubles as an IPhone case.
The Product
Early sketches.
The targeted demographic is the tech savy male who has a sense of style and wants to stand out from the crowd. It would also be a perfect gift from a girlfriend or wife looking to give a unique and memorable gift. I would try to reach my audience through purchasing Ad Words (example below) or Banner Ads on sites that talk about wallets or men's accessories such as Bonobos.com or JackSpade.com. Another great way of organically marketing is sending influential tech and fashion bloggers a free coupon code to design their own wallet. They could write about the fun experience of designing their own wallet and pass along free positive promotion organically through word of mouth. That would be especially helpful in the early stages of Buildfold due to financial limitations.
I continue to work on the idea of Buildfold through my senior year projects. I find that my classes are much more rewarding when I can focus on my own project that I am passionate about.
The Marketing
