Wells Craft Supply

Abstract

In this case, students are introduced to entrepreneurs Lynn and Dawn Wells, who established a craft-based business in Membertou, Nova Scotia in 2012. To differentiate themselves from other craft stores on the reserve, in addition to their own handicrafts, they sell supplies commonly used in the production of First Nation crafts. Situated within the Cape Breton Regional Municipality, Wells Craft Supply faces stiff competition from major retailers within a 10km radius that also sell craft supplies and, as a result of their size, are able to buy in bulk and offer lower prices. The Wells sisters are seeking strategies to compete and increase their market share, without risking the long-term sustainability of the business.