The Student Company 2011 - SOCKme

Kristjan Kangro, Carl Erik Puskar, Karl-Alexander Sepp, Artur Luhaäär and Airiin Kadakmaa
Supervisor: Hardy Rassmann

Concept
SOCKme is a combination of two simple things – an ordinary sock and a mobile phone. Its function: to give cell phones and other pocket gadgets with touchscreens a new youthful “skin”. As the young entrepreneurs of SOCKme themselves point out, it keeps the smartphones free of scratches and looking good, and it’s also a kind of a status symbol. The mobile sock also helps extend battery life when it’s cold outside. It also comes with an optional service where a customer can get his or her face printed on the sock in about an hour (the picture is taken, a computer portrait is generated and printed on the sock).

A brief look at SOCKme
One day in economics class, five schoolmates in Estonia’s capital got the idea to start their own student firm. They brought their ideas to a brainstorming session, where Kristjan’s idea of making trendy covers for cell phones was picked as the best one. Actually the idea had occurred to others, too, it had even been tried, but it was SOCKme that tackled the concept with particular ambition and vigour. They didn’t just set out to make a sustainable and profitable product but also one that would be popular among as many people as possible.
And that’s what they did. The mobile sock has since proved very popular, and it has even been given as a gift to President Toomas Hendrik Ilves. SOCKme has plenty of work in the coming months thanks to a new order for 10,000 mobile socks, which are sewn by retirees.

The innovativeness of SOCKme can be seen in its use of material and design. The company stands out with its active sales activity and has taken part not only at student firm fairs but other types of fairs as well, and has also travelled to the Riga international student firms festival.
www.facebook.com
 

SOCKme and the story of its mobile socks

SOCKme, a student firm that makes trendy “socks” as mobile covers, is led by five students from Secondary School No. 21 in Tallinn. They hold not just the title of best student firm 2011, which allowed them to advance to a Europe-wide student firm competition in Oslo in August – they can also flaunt an order for 10,000 mobile socks. What lessons will these 18-year-old entrepreneurs take with them into their future professional lives?

Carl Erik Puskar, managing director
The most important thing is to remember that without happy employees there are no happy customers. For me, that means that if you create a good place to work for the team, and keep people’s morale high, the company as a whole will do well.

Kristjan Kangro,marketing director
I think that the best end result is when the entire group has the same vision but different opinions. The end result is reached through discussions. Selection of the team is also very important. For instance, when hiring, you should think through who to sign and who to pass over – some people work harder and contribute more than others.
The topic of social responsibility is very important to me. A company cannot be devoted solely to earning money, it has to have social responsibility. For example, we donate to dog shelters. That idea came to us at SOCKme quite unexpectedly. At first, we thought that we would achieve better sales and figures by making donations, but really it generates a better, more positive image of our company as a whole. And it feels good, too.
We are also thinking about the environment – our mobile socks are environmentally friendly, and last longer. In addition, we also give back to society by the fact that we offer work to the elderly.
Even though there are many large companies in Estonia with plenty of extra money, I have not seen much giving back to society. But why not invest into social responsibility? On top of everything else, it is a very good marketing strategy.

Karl-Alexander Sepp, CFO
We have kept a closest eye on the aspect of social responsibility as it relates to our other activities, and I have realized that it is possible in business, too. We have succeeded in implementing it. I see social responsibility as responsibility to society, customers, shareholders and nature.
The entire student company program is very good and I certainly encourage everyone to take part in it. Why? Because it is inspiring and encourages you to go into business for yourself. Working for a student firm has enriched me with many experiences to use in my future life, for instance skills for communication with major corporations.

Artur Luhaäär, organizer of partnership relationships
Working for a student firm has instilled in me is that it is not always good if all of the team members share the same opinion. Criticism is good and differences of opinion are welcome, because it can lead to a better end result. We had a good deal of differences and disputes and that was very necessary.
I also find that as many people as possible should be involved in the decision making process, people who see situations and opportunity from a different angle. And certainly I’d like to acknowledge our mentor Hardy Rassmann, who has been a source of great support and help to us in building SOCKme.

Airiin Kadakmaa, art director
In fact, we didn’t even try to think up anything very new or innovative, we just took an idea and tried to create a quality product from it. It was a good experience and an example that if the concept and team are good, your idea will work out.
I consider “just do it” a very important principle! First, of course, you have to think everything through, what to do and how, but it isn’t wise just to give up. You should also remember that if at first you don’t succeed, you should find another way to reach your goal. There’s certainly no point in giving up. And teamwork is also important, already because it broadens your horizons.