The analysis
Buyer utility
What the buyer problem is at each stage, and the mechanism designed to remove it. Every mechanism here is a hypothesis unless its mark says otherwise.
| Stage | The problem removed | The mechanism |
|---|---|---|
| Discovery | A club deciding on a supplier has to imagine what it will get. It sees a price, a fabric sample and a promise, and the difference between suppliers is mostly the number. What it is choosing between is shirts: nobody at this level is shown a badge, a page, a shop and an off-pitch range and asked to pick. | EKANA shows the finished vision before the club signs: badge treatment, page, fixtures, sign-up, shop, three garments, one coherent identity. Two evenings of work, because the structure underneath is reusable. hypothesis |
| Purchase | Someone at the club collects sizes, chases the families who have not answered, collects money, and reconciles the two. In October it happens again for late registrations and size changes. | Families order on their phones, choose item, size and name, and pay directly, against a fixed deadline. The club is not the payment system. hypothesis |
| Delivery | Kit arrives in boxes and someone spends weekends sorting it into piles by team and by child before it can be handed out. | EKANA consolidates the paid orders, produces once, packs per player, and makes one delivery to the club. hypothesis |
| Replacement | A late registration or a lost shirt means a reorder that takes as long as the original batch, so the club either waits or the child plays in something else. | A small Madrid-held spare pool covering common items and sizes where the club's volume justifies it, with defined rules on what is held and when it is replenished. hypothesis |
| Community participation | People who do not play for the club have no way to belong to it. There is nothing to buy, nothing to be given, and nothing to wear on a Tuesday, and the club has never seen making any of it as something within its reach. | A set of mechanisms that each answer a different reason: a limited drop with a closing date, an earned product, an anniversary product, a season ticket with something in the hand. hypothesis |
| Business participation | A local business that wants to support the club can buy a logo on a shirt. That is the whole menu, and it is the same menu everywhere. | The business funds a defined run of a product it helped create, part given away by the club and part sold, with its name beside the club's on something the town wears. hypothesis |
| Club time | The repetitive administration eats the hours the club would need to do anything else, so the community side never happens even when the club wants it. | The order run, the deadline, the packing and the spares take the repetitive work out. The club spends the returned time on the part only it can do: the people, the stories and the local relationships. hypothesis |