STEP 2.2: A CASE STUDY
Gets Some Answers
Amina decides to run a small pre-order campaign for a single product to test her riskiest assumptions.
The Action
Amina partners with one artisan group to produce a limited run of 50 handwoven tote bags. She posts about the bags and the women who make them on her personal Instagram, with a link to a simple pre-order page.
The Result: The 50 bags sell out in 48 hours. She receives messages from people asking when they can buy more and if she has other products.
Aha Moment: The story is the product. Customers weren't just buying a bag; they were buying a connection to the artisans and a piece of the mission.
The Outcome
Amina's experiment validates her core assumptions: people will pay a premium for ethical goods, and the story is a powerful differentiator.