My Cup Plc is first aiming to capture a number of niche markets. These include the gift market, the market for individualists, the special needs market, such as people who are disabled or who have large hands, and those that simply want to ring the changes and have say a different cup for each day! They know these people will pay a premium for something that is unique. They also hope to attract the creative types who will enjoy the experience of designing and using their own creation.

My Cup has purchased separate CAD and CAM systems from the US. It then commissioned an entrepreneurial Object Oriented software company to build the middleware linking the two systems, as well as building an easy to use Internet front end. Customers can define over 6 million combinations with the standard options - but unlimited if they define their own patterns, colours, pictures, text etc.. My Cup emphasises the uniqueness of each of their customers. Once they have established themselves, they will open up to address the mass market, with fast product design for those that have limited desire or time to design their own -  and at a mass market price. Watch out Super Cups Plc!
 

This page created March 1998    © Managing Change 1997,98     www.managingchange.com