The intention

Launching a new umbrella label for a small niche: people who apply the Lean Startup method on a daily basis. The umbrellas bear the term 'shit umbrella', in reference to the term as used within the method: Managers and product owners need 'shit umbrellas'’ are for their team. They must ensure that their staff is protected from unnecessary meetings, interruptions and random changes so they can focus on their work.

The approach

we got it in 24 set up hours after an event (Online Tuesday) where the term and the Lean Startup method were discussed. A webshop for umbrellas and other accessories. Completed with a rationale of the idea and a webpage introducing the product.

The result

Very limited sales of products and minimal attention to the initiative. The mugs with the SH*T UMBRELLA logo were the most popular.

The lessons

We did not realize beforehand that the term was underloaded within the Lean Startup movement. When the initiative was live for a week, with the necessary communication from our side around it, and many people didn't seem to automatically understand the goal, we decided not to elaborate it further. The term was not self-evident enough and was therefore not appealing to reach a large audience.

The initiative is still active and available via: http://shitumbrella.nl