1. Describe how the entrepreneurs used customer-driven marketing to develop IOLLA?

2. How does IOLLA target a market niche?

3. How have the entrepreneurs used social media for promotional purposes?

Entrepreneurship in Action IOLLA Sees Eyewear Differently IOLLA All of IOLLA's glasses are designed in house by Stefan Founders: Stefan Hunter and Brian McGuire Hunter, a strategy the company claims cuts down on costs. The Founded: 2015, in Glasgow, United Kingdom company sources materials from around Europe and assembles Success: IOLLA's showroom has gained positive reviews from the glasses in Scotland, reducing shipping costs. Although customers and bloggers in its quest to change the eyewear IOLLA is a young company, its popularity is increasing thanks industry. to exposure on social media-IOLLA recently invited bloggers When Brian McGuire and Stefan Hunter began IOLLA, their to a launch party to celebrate the opening of its new show- objective was to bring fashionable, high-quality, affordable room. Looking toward the future, its founders intend to take eyeglasses to Scotland. Knowing that nearly an infinite variety IOLLA global.25 of glasses could be purchased online, the two men implemented a unique marketing strategy to gain the attention of potential Discussion Questions customers. First, in an effort to resonate with consumers, they 1. Describe how the entrepreneurs used customer-driven mar- named their variety of glass frames after influential individu- keting to develop IOLLA. als in Scottish culture. Second, they designed an unusual, yet 2. How does IOLLA target a market niche? inviting, showroom-one equipped with a coffee bar-to enable 3. How have the entrepreneurs used social media for promo- potential customers to try on glasses before purchasing. tional purposes