Two young Ottawa-based entrepreneurs, Mackenzie King and Matthew White, are looking to spruce up the men’s fashion industry with their new venture, High Tide Bow Ties. The pair sells unique, custom-made bow ties at $35 each both online and at tradeshows. While they’ve had some small successes, they are looking to expand countrywide.
The Globe and Mail turned to Assistant Professor Dominic Lim for his entrepreneurial expertise and advice on possible next steps.
“It sounds like most people buy your bow ties because they want them, not because they need them,” said Lim. “In that case, it is particularly important to understand why they buy them. And if they end up not buying, why not? Who are your customers and what are the values that your customers seek?”
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