EKANA
Slide 30 of 34

Proof

Evidence, hypothesis and test

Three different kinds of claim sit on this site, and they are never allowed to look the same. A hypothesis is never presented as evidence.

What we know

Supported by the as-is canvas Karim and Nader agreed on 4 September, 2026, and by what already runs today.

  • EKANA today is essentially the cheaper version of the custom-specialist proposition. Its line sits on top of theirs on nearly every factor, only cheaper and without a shop. The two rows where it scores highest, fully custom design and flexible terms, it shares with the specialists. It is not meaningfully differentiated, and price is the only argument it has, which is why the cheapest supplier wins the year and the next cheapest wins the next. That is the red ocean, and it is where this exercise started. evidence
  • Three people. evidence
  • A custom sportswear company, making fully custom sublimated kit. evidence
  • Producing in Egypt. evidence
  • Rooted in football, and selling to lower-division clubs and academies around Madrid. evidence
  • Commercially flexible, though now flexible in a few defined shapes rather than deal by deal. hypothesis
  • The core club kit, which is the business as it exists today. evidence
  • Normal kit economics, unchanged in kind from what the club has today. evidence
  • Fully custom design evidence

What we believe

What the new model believes could be valuable, argued from the case but not yet paid for by anyone. Every analysis page on this site examines one of these in full.

  • The point of putting the three together is not a bigger invoice, and not a discount on three bills nobody is paying. It is that the same design system, the same order run and the same delivery serve all three, so the second and the third cost a fraction of what they would cost bought on their own. EKANA's invoice moves up a step; what arrives with it is a category the club had ruled out at any price it would have accepted. This is what the Four Actions Framework calls value innovation: the cost side and the value side moving at once rather than trading against each other. hypothesis
  • The club as a community identity: Paid demand, and nothing else. Not likes, not followers, not what people say at a match. Paid preorders, conversion, the share of buyers who are not players, and repeat orders. hypothesis
  • Local business participation beyond sponsorship: One real partnership. One club, one business, one defined product, one fixed quantity, one funding arrangement. Measured on whether the business will actually fund it, how much, whether the club takes part, whether the product moves, and whether the business comes back. hypothesis
  • A unified club sportswear identity: Whether clubs buy beyond the match kit at all once it is offered as one thing: the share of clubs taking a second and third category, and whether the second category costs EKANA materially less to design than the first. hypothesis
  • The integrated club care layer: Whether a club signs on the strength of the finished picture, and whether the person running the club's kit reports less repetitive work a season in. Both are measured on one club before any of it is offered as standard. hypothesis
  • Club effort and coordination burden: This is a buyer-burden hypothesis, not audited market data and not part of the twelve-factor baseline. The twelve factors were rated by Karim and Nader on 4 September, 2026 from Nader's routine club contact; these five numbers were not. They are a reading of how much work each kind of supplier leaves with the club, drawn from the same picture of the market and from what the person handling a club's kit orders is described as doing, and no club has been asked to rate it. They belong on the canvas because the whole strategy turns on this dimension and the original twelve never measured it, and they are drawn separately from the twelve so the comparison stays honest. EKANA today scores worst of anyone: no shop, one payment method, and everything beyond the match kit arranged by hand. hypothesis
  • Increase the total amount of economically useful activity around the club, rather than taking a larger margin on one football kit. This is also how the price question resolves. A club that set out to get all three jobs done would need a kit supplier, a training and leisure supplier and a web and identity supplier, and coordinate the three itself, which is a total almost nobody at this level pays, because almost nobody at this level tries. EKANA's own invoice goes up, from roughly the cheapest custom kit in Madrid into the band the specialists already occupy, and what the club gets for that step is not three purchases merged but two it had ruled out, carried by the same design system, the same order run and the same delivery as the first. The comparison with three suppliers shows what the job would otherwise cost; it is not a description of what a club is paying now, and the site never merges the two. No percentage is promised, on either side: the efficiencies are designed and not yet measured, and the club-side activity has not been tested with a single paid order. hypothesis

What we still need to test

What must actually be measured before any of the above is treated as more than a hypothesis. See Tests for how each of these would run.

  • Will people pay to identify with the club? test — One club, one community product, one preorder window with a closing date and a minimum. Nothing produced until the window closes above the minimum. Sold through the club's own page to whoever the club can reach.
  • Will a local business fund a run? test — One club, one business, one defined product, one fixed quantity, one funding arrangement, one distribution and sales model. Written down before anything is made.
  • Does a Madrid spare pool pay for itself? test — A deliberately small pool for one club's most common items and sizes, held for one season, with every draw from it recorded: what was taken, when, why, and what it replaced.
  • Does AI-assisted design actually make customisation cheaper? test — The full workflow on real clubs: the club supplies its identity material, EKANA works from reusable structures, AI assists the exploration of variations, a human selects and refines, the club receives a convincing visualisation, and the production file stays properly custom. Every step timed against how the same work is done today.