• Passionate about what we do.
• Business school graduates, but no tech expertise on the founding team.
• Knowledge of eyewear manufacturing through work in non-profits in the developing world.
• Attract and employ talented Millennials who want to do work that matters.

• Design is key to everything we do.
• We believe design tells a story about who we are and what we stand for.
• We love high-quality print.
• We are a values-led business: we believe in design, innovation, community and excellence.
• Excited to come to work every day.

• We want to bring joy and make people happy.
• Hardwired for pride in what we do.
• We want to be an integral part of our community.
• Fair.
• Caring.
• Stand for what matters.
• Not willing to compromise on quality.
• Our team is essential to our success. We want to give them the best so they can give their best.

• $65 billion industry.
• Oligopoly.
• Only 1% of eyewear was sold online before Warby Parker launched.
• Illusion of choice. One company owns many brands.
• Need to introduce your brand through a trusted source.
• Industry focused, not customer centric.

• $100 billion industry.
• Many other printers have chosen to use new technologies and the Internet to simply reduce the costs (and often the quality) of printing.
• Very traditional.
• Stale and lacking in innovation.
• Relying on old business models.

• The market for gluten-free products is experiencing double-digit growth and is expected to exceed $6.2 billion by 2018.
• There is a lack of excellence and quality in the market.
• Some businesses in the food industry cut corners; there is a culture of taking shortcuts.
• The baking industry is becoming a process of assembly rather than a craft to be mastered.

• Want to replace their glasses more than once every two years when their prescriptions expire.
• Savvy and fashion conscious; appreciate quality.
• Millennials.
• Value trust and authenticity.
• People in the developing world need access to eyewear that makes them feel good.

• Individuals and companies that don’t follow the crowd.
• Creatives and entrepreneurs.
• Appreciate great design.
• Need stationery and business cards that make a statement and help them stand out.
• Want to express their individuality.
• Need to look professional.

• Mostly local; some visitors from out of town.
• Some—but not all—of our customers need gluten or dairy-free products.
• Don’t want to be made to feel different.
• Come to enjoy a treat and to feel special.

• To build a global lifestyle brand that has a positive impact on the world.
• To build a brand that stands for fun, creativity, purpose and beautiful design.

• To ‘provide great design for everyone’.
• To be the best printer on the Internet.
• To ‘disrupt the $100 billion global print industry by com-bining the values of profession-al design with the accessibility and reach of the web’.
• To change the world one card at a time.

• To delight all who enter the bakery or taste our products.
• To provide sweets of the highest calibre, notwithstanding the constraints on ingredients.
• To serve both the people who need our products because of allergies and dietary restrictions and the people who will enjoy them because they taste so good.

• People who don’t expect a high level of caring from typical retail brands.

• Our customers are entrepreneurial and often work independently or in small teams.
• Many run online businesses.

• Local people; many within a few blocks.
• Visitors from out of town who are seeking GF products.
• What do they care about?
• Those seeking out gluten-free baked goods.
• Often feel excluded because they can’t eat what others eat.

• New Economic Order.
• Discerning; they care about style but also about social issues and the environment.
• Like to have choices in their eyewear and like to treat eye-wear as fashion statements, not just functional objects.

• Our customers are ambitious, clever, resourceful, passionate and nice.
• Care about making a great first impression.
• Want to change the world, or their corner of it.

• Customer service is everything.
• Build trust and community.
• Offer great experience.
• Provide free home try-ons.
• Engage with customers through social media.
• Own the customer relationship.

• Communicate what we stand for in everything we do, from the tone of our website copy to the kind of products we launch.
• Give our customers something to talk about and share with friends.
• Create products and services that allow customers to connect their online and offline brands.

• Exclude nobody.
• Serve the whole community, not just people with dietary requirements.
• Develop a relationship with locals.
• Remember our customers’ names and favorite products.

• Engage with customers where they want to be and shop. Create content that people want to engage with and share.

• Encourage active conversations and communication with our customers.
• Create better products for our customers by listening to them and understanding their needs.

• Invest in making people feel like this was made just for them.
• Convey quality in everything we do, from cakes to packaging.
• Use the best ingredients. Absolutely no compromise on this.
• Donate beautiful products to community events.

• Glasses are expensive.
• There is lots of choice.
• You need to go into a store to buy your glasses.
• What would you like them to believe about you?
• They would never consider buy-ing their glasses anywhere else because of the affinity they feel to our brand.

• Good design matters.
• Design is one of the ways they tell their story.
• Design can demonstrate their values and value to the world.
• What would you like them to believe about you?
• We want them to experience us as the best printer in the world.

• Gluten-free products are for people with celiac disease.
• Gluten-free products are healthier.
• Gluten-free is tasteless and unappetizing.
• Speciality baked goods are always more expensive.
• No one would eat gluten-free unless they had no choice

• They would never consider buy-ing their glasses anywhere else because of the affinity they feel to our brand.

• We want them to experience us as the best printer in the world.

• We want them to think this is the best cookie they have ever tasted.

• Quality.
• Fair price point.
• Good value.
• Looking great.

• Quality prints.
• Good value.

• High-quality baked goods, made from scratch with the best ingredients.

• Doing good (WP’s one-for-one model donates a pair of glasses for every pair sold).
• Environmental responsibility (WP is carbon neutral).
• Free home try-ons; free shipping and returns.
• Great user experience on the website.

• Quality and attention to detail.
• Innovative, customizable business cards and stationery.
• Full-color products; premium paper.
• Short print runs.
• The ability to print a different image on each card, creating a pockct-sizcd portfolio or catalogue.
• Great user experience on the website for easy card design.
• Packaging and copy that are part of how we add intangible value.

• Baked goods so delicious that they shatter the perception of what gluten and dairy-free goods taste like, and people won’t think about what’s not in the cakes.
• Packaging that feels like a gift.

ex: Honest, Reliable, Overachievers

Zappos.com Core Values:

• Deliver WOW Through Service.
• Embrace and Drive Change.
• Create Fun and A Little Weirdness.
• Be Adventurous, Creative, and Open-Minded.
• Pursue Growth and Learning.
• Build Open and Honest Relationships With Communication.
• Build a Positive Team and Family Spirit.

Ex: Internal Happiness Survey, Customer Satisfaction Survey etc.