Goodfish Ltd (‘Stique)

The Company

Serving Tier 1 Suppliers and OEMs, Goodfish Ltd is an established, high growth tool-making and injection moulding company based in Cannock Staffordshire.


The Opportunity

Goodfish were looking to invest in developing their own product line. They approached us having heard about the range of support available for West Midlands SMEs in product and service development. Managing Director of Goodfish, Greg McDonald, had developed a new product concept for a bicycle tyre lever and was looking for some support in bringing it to market.

The Solution

Greg attended several workshops, including a session about customer centred innovation, and a session highlighting the different Additive Layer Manufacturing (ALM) technologies that are available for prototyping and low volume manufacture. He then worked with our polymer specialists to develop his product ideas further. We produced printed prototype parts so that Greg could test the mechanical and aesthetic properties of a particular material, and offered some further insight into the feasibility of Goodfish investing in their own ALM capabilities for product development purposes.

The Results

Following the various trials at WMG, and additional work Greg and the team at Goodfish undertook to develop the product, the ‘Stique Multilever launched on Kickstarter in the summer of 2014. The product successfully secured £15,000 in investment to set up tooling and bring the product to mass manufacture and is now selling well. The team at the newly formed company ‘Stique Ltd are now developing a range of other cycling products including new iterations of the multilever as well as pedals, lights and bottles. The ‘Stique product is a clear example of how supply chain SMEs can create their own products and brands, and sell direct to their customer, realising strong margins.

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