The analysis

Focus

Focus does not mean selling fewer things. It means every major move paying into the same three jobs, so that the machinery built for one of them is the machinery that makes the next one possible. The narrow catalogue is what makes the reusable design system work; the reusable design system is what makes showing a club a finished picture affordable; the finished picture is what gets the club to commit; the order run that follows is what frees the club's time; the freed time is what lets the club do the community half, which is the only part EKANA cannot do for it. Take any one piece out and the ones after it get more expensive. That is the difference between a strategy and a list of merchandise ideas.

How the three jobs pay for each other

• Look professional, and the community half becomes possible. Nobody wears the badge of a club that looks neglected, so the identity work is not decoration, it is the precondition. hypothesis
• Community identity, and the money question changes. The club stops being limited to what its own players will spend, which is close to fixed, and the second and third categories of product have somewhere to go. hypothesis
• Operational machinery, and both of the first two survive contact with a three-person company. Reusable design, a narrow product family, one order run, defined spares, structured funding and preorders instead of speculative stock. hypothesis
• For the club, the same machinery shows up as less repetitive administration, less chasing of sizes and money, things it had assumed were not for a club like this arriving with the order it was already placing, and time it can spend on the part that needs local people rather than a supplier. hypothesis