Paimona is an online design firm from Pakistan that aims to showcase Pakistani culture through modern furniture pieces. They apply the 4Ps of innovation as follows: P1- They introduce cultural furniture and decor pieces like lamps, benches and tables that blend Pakistani elements with modern design. P2- Paimona innovates their process by selling products online without a physical store and transforming traditional crafts methods. P3- The firm redefines their positioning by introducing Pakistani culture to the international market, a radical move. P4- Internally, Paimona trains craftsmen in modern design techniques. Externally, as a new startup they focus on sustainability over partnerships currently.

1. And the The 4Ps of Innovation

2. Contents
• Introduction to 4Ps
• Introduction to Paimona
• Application of 4Ps on Paimona
products
processes
positioning
paradigm

3. Introduction to 4Ps

4. The 4Ps of Innovation
• P1 - innovation to introduce or improve products
• P2 - innovation to introduce or improve processes
• P3 - innovation to define or re-define the positioning of the firm or
products;
• P4 - innovation to define or re-define the dominant paradigm of the
firm
• Note:They are not alternatives: firms can pursue all four at the same
time

6. Introduction to Paimona

7. Introduction to Paimona(online firm)
• Paimona is an online design firm trying to showcase Pakistan’s culture
and heritage with a touch of modernity through furniture. Paimona
takes from the elements of Pakistan’s culture and transform them into
modern pieces of furniture that speak of the timeless heritage and
history of Pakistan. it create pieces that have both, function and
aesthetic value.
• CEO Sana Khan Niazi got the idea of paimona when she was in Dubai
and visiting a home decoration store there she found beautiful
furniture and home décor pieces from India, Bangladesh, China,
Nepal but not a single from Pakistan.”

8. • Sana came back to Karachi and started researching. “I started off from
Katchiabadis of Karachi then I went to outskirts of the city, then
Hyderbad, Hala, Bhit Shah, Gujranwala, Lahore, Gujrat as many place
as I could go to meet the people who are carrying this craft forward”.
• And that’s how Paimona came into being, she said. “So what I did was
I designed furniture that spoke of our cultural values and elements
using skills from these artisans and trained and educated them and
most importantly, make them aware of what’s happening out there
and help them bring back this (craft) to the mainstream market,
especially to the international market I started working with them to
create handcrafted pieces using their skills in a way that would appeal
to the global aesthetics.”

9. Application of 4Ps on Paimona

10. P1 - innovation to introduce or improve products
• Cultural product into modren furniture and decorating pieces (redical )

11. Chainak Chandelier ($460)

13. Ajrak Lamp ($175)

14. Charpai Bench ($375)
Rs39,000

15. Dhol Accent Table ($365)

16. Belan Cigar Stand ($270)

17. P2 - innovation to introduce or improve processes
• Paimona sells the product
online no physical store exist.
• Transforming old method of
crafts formation with new by
making samples before
making a final piece and then
every piece, every design
undergoes a research and
development phase, from
idea and sampling to trying
and testing.

18. •As painoma also imbed the fuctions into the product
as in the case of lamp and chainak Chandelier so they
undergoes to different process according to required
product design.
•Admitting that quality of products has been one of the
reasons why Pakistani products are not there in the
international market.

19. P3 - innovation to define or re-define the
positioning of the firm or products;
•By introducing pakistani cultural product
into international market paimona
redefine the positioning of the firm .
•Targetting to international market is a
redical (do something different)
positioning .

20. P4 - innovation to define or re-define the dominant
paradigm of the firm
• It is useful to categorize two types of innovation in
paradigm.
• These are:
•Type A—innovation in inner-directed paradigms
•Type B—innovation in outer-directed paradigms
(business models)

21. Type A—innovation in inner-directed paradigms
• Paimona also trains craftsmen associated with it. Although these
artisans have been working for decades, but they don’t know how to
use their skills in in accordance with the contemporary style, said
Sana. They are never told to take care of the smaller elements. “For
example, how to take care of the consistency of the design that they
are making, they go agar yeh thora sa off ho jae ga to koi baat nahin.
It doesn’t work that way, you have to make sure everything is in
accordance with the design.They always welcome the training and the
knowledge shared with them,”

22. Type B—innovation in outer-directed paradigms
(business models)
•Paimona is a new firm and still just focusing on
the sustainability of its business as there is no
acquisitions, mergers, joint ventures and
alliances so it has not bring pradigm cahnge in
type B.

23. Refrences
• http://tribune.com.pk/story/1155803/pakistani-startup-showcasing-
countrys-timeless-heritage-furniture/
• http://paimona.co/
• https://www.techjuice.pk/this-new-startup-paimona-is-hoping-to-
take-the-label-made-in-pakistan-to-a-global-arena/
• http://www.innovation-portal.info/toolkits/4ps-approach-for-
exploring-innovation-space/

24. Thank you for listening