There are hundreds of thousands of businesses starting and failing every single day, for example, designer gold shoelaces companies. The most successful businesses are the ones with new creative, innovative, and daring ideas that set them apart from everyone else. Penetrating an already established market with a new product can be very daunting and require a lot of effort, time, and money. The most difficult task to undergo, is creating your own market and niche from scratch with a new idea that could revolutionize another market.
The shoe market is an ever changing market that is very difficult to penetrate with companies like Nike, Addidas, Reebok, and others dictating the next evolution of shoes. The best way to re-invent an industry is to create an innovation to the already large market that will change the “game.” Shoelaces is that evolutionary change for the shoe business.