Dei Mare Capstone

Topics: Palos Verdes, Palos Verdes Estates, California, Palos Verdes Peninsula Unified School District Pages: 9 (2006 words) Published: May 2, 2014

The Evolution of Dei Mare
Justin Iida, Damien Johnson
Marymount California University

BUS 498 Capstone Project
11 April 2014

Conceived in the summer of 2012, Dei Mare began just as the name implies.  Meaning "of the sea," our work stems from the labors of the Italian immigrants who settled the port-town of San Pedro, California. Voyaging across the Atlantic and through the greater United States, these men and women made their abode along the coast of California. It was here where these individuals took to the sea, trolling the coastal waters and casting hand-woven nets, aiming to capture the fortitude within the Pacific. Heavily influenced by lavish Italian history and ever-so alluring Pacific Ocean, each work of Dei Mare bears a story of its own.

Consisting of ceramic, glass, and fibrous materials the body of work, which Dei Mare produces, is diverse, however at the same time unified by a heavy oceanic influence. Designed from an artistic perspective, the work remains fully functional. Each item is handcrafted, signed, and dated by the artist to preserve the uniqueness and quality of the work, for quality will always be the foremost emphasis, not production.

Developed originally for family and friends, our ideas have been transformed into something greater. What started as mere exploration of shapes and patterns has been cultivated and refined into a line of both functional and nonfunctional artwork and home-décor. Initially crafted for use in the quintessential Italian kitchen, the fruits of our labor began to run wild amidst the horizon of innovation. Under careful guidance, all of the work is designed and produced by hand in Rancho Palos Verdes, CA utilizing eco-friendly materials as well as recycled materials when applicable.

Founders of Dei Mare are long-time friends Darren Iacono and Justin Iida. Owner and a lifetime resident of the Palos Verdes Peninsula, Darren hails from a large Italian family with a rich fishing history. Pairing this oceanic influence with God given ability, Dei Mare was born. Also a lifetime resident of the Palos Verdes Peninsula, Justin is quite the analyst having been gifted in the areas of administration and marketing. The reason we chose this as our capstone project is primarily because it is our business that we created and would like to have the business expand but we are facing problems as a new startup business. We also both have the entrepreneurship mindset and are both avid businessmen. Issues

As a start up business, we are facing the problem of integrating our products into the market. There are several components that we must face in order to get our company into the public eye. We understand that we will be facing adversity while we are going through this process. Our company needs to obtain credibility, as it is essential and a strong component for any business. We have will need to meet with various retailers, owners and managers to display our product to them in hopes that they will be attracted to the product and make purchases. We will need to involve our company in distribution channels, which are a set of interdependent organizations involved n making the product available for consumption. We are in a niche market that creates a problem because it causes the product not suitable for everyone. We have noticed that there is not a compelling enough value proposition, or compelling event, to cause the buyer to actually commit to purchasing. Another problem that we foresee is that if the demand for these bottles increase significantly, how are we going to be able to meet the demand with such a small labor force? This product is not a necessity; it is more of a home décor that only attracts a small market.

Our projects problem statement is to develop a plan that will profitability integrate our product into the marketplace and have the manufacturing ability to meet the growth in demand. A) We...
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