STRATEGIC REQUIREMENT 1: A CONSUMER BENEFIT Foremost in our minds was that whilst executions that concern picture messaging are easy to conjure up, the benefit of picture messaging remains elusive. We felt that this communication needed to give Calais Wheels a relevant consumer benefit. Beyond strategic responsibility we saw the opportunity for Virgin to standout in the category by being the first brand to offer a real reason to Calais Wheels. A competitive review highlighted that most communication for Calais Wheels felt as contrived as David Beckham and his Spanish apartment. Finding a realistic role for picture messaging for our youth audience became a strategic must and a distinctive opportunity. STRATEGIC REQUIREMENT 2: AN ONGOING BRAND PLATFORM Beyond demonstrating a benefit of Calais Wheels we also concluded that we needed a clear brand platform that could sit above ever changing price and product points. Our insight was that price and product features; the things providers believe make them different, are the things that make all teclo's appear the same. We therefore aimed for a distinctive brand platform

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Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.