Mijni Case

MIJNI CASE

SOUFIANE EL AISSAOUI

SECTION B

1. Are the Mjini founders onto something big? How do you assess their progress?

Clearly, the Mjini founders have a unique expertise into the urban culture which is growing at great level. The urban culture is drawing attention from multiple sides: media, apparel, advertisements agencies. In order to succeed in this field, those multiple companies definitely great need insights into a community that is a great market but also has set specific needs.  

By developing their own network and their unique method of addressing and understanding the urban market, Mjini have developed a competitive advantage over other market research agencies which is putting them in a very good position into this specific market

1. Is it now time to scale Mjini´s operations?

As Mjini is facing a growing market and a growing demand from customers, the first answer would be that they should scale their operations. But they are facing two major problems if they wish to do so. Their business model is not defined yet, as they don’t know how to charge their customers for future projects. And the capabilities of the company is based on the expertise and knowledge of the two founders. If they scale, they will need to hire. But how and who to hire? Identical skillsets as the founders would be difficult to find and how the community and the customers would react in having to deal with employees other than the founders.

1. What are key lessons learned regarding doing market research for innovative products?

The key lessons learned about doing market research for innovative products is to know the audience and the customers that you are targeting, test the product in the targeted customers and listen to their feedback about the product, but also test the brand against the targeted customers to understand if the brand is accepted and adopted .