Viviane Jaeger & Emma-Jayne Parkes, SquidLondon

Viviane Jaegar and Emma-Jayne Parkes are co founders and directors of SquidLondon and are responsible for the highly innovative umbrellas the "Squidarellas". The umbrellas are developed with material technology that means the umbrellas reveal a colourful design when it rains. The pair came runner up in the Deutsche Bank Award 2008 and the first 100 limited "London Skyline" umbrellas sold out within 100 days.

Both Viviane and Emma-Jayne gained first honours degrees at the University London College of Fashion in Product Design and Development and decided to commercialise the prototype of the umbrella they created. In this video interview, the co founders of SquidLondon talk about the importance of developing a strong relationship with the manufacturer, which in their case was in China, as well having a cultural understanding of foreign business practises. The importance of efficient market research is also highlighted, looking at the viability of the business idea and the presence of competition, as well as identifying target audience and potential retailers.

The entrepreneurs also speak of risk taking and the advantage of starting up young and how to deliver a good pitch. The product design pioneers are hoping to set the trend with material technology by connecting science, design and marketing. In the words of BBC Radio 4 "SquidLondon are the entrepreneurs to watch in the future".

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