Weaver & Loom
Turning Textile Innovation into
Commercial Growth
How Will Be Live helped Weaver & Loom turn a new way of making rugs into clear messages, useful content and stronger business development.
Weaver & Loom brings together digital design and traditional rug production. Will Be Live shaped the narrative, positioning and content that made that offer easier to understand, and supported the commercial conversations that followed.
The Challenge
A different way to make. A clearer reason to buy.
Weaver & Loom brought together digital design and traditional rug production. Communicating that offer required more than describing how the product was made.
The content needed to connect manufacturing capabilities with practical customer interests: customization, design possibilities and the process of bringing a bespoke product to life. It also needed to support ongoing conversations with prospective customers and
commercial partners.
The Mandate
The Approach
Build content around the conversations the business needed to have.
audiences bring to a sales conversation.
process and customer applications.
and its value clear over time.
Outcomes and evidence
Commercial progress, supported by a clearer story.
Weaver & Loom joined the Techstars Toronto Accelerator in 2023. Across the engagement, Will Be Live supported founder communication and relationship development around the business. The case brings together the strategic work, examples of execution and the company milestones that followed.
Content in action
Content that made the offer easy to understand.
on cutting 12 middlemen from bespoke rug-making.
Strategic Outputs
messaging direction
an editorial plan
supporting visual content
engagement reporting
relationship development
Commercial Application
The work gave Weaver & Loom content it could use to explain its offer, maintain a professional presence and support business
development conversations.
Each activity served a commercial purpose: making the business easier to understand, giving prospective buyers relevant information and providing context for follow-up. This was the connection between content development and revenue generation.
“Over the past five years, the Will Be Live team has transformed our social media networks and helped us leverage LinkedIn as a formidable business development tool. With their strategic advice (provided both online and in the real world), we were able to generate hundreds of thousands of dollars in revenue and connect with key investors and advisors. This traction, along with these contacts, were essential for our acceptance into Techstars, the world’s most active pre-seed accelerator, through which we secured funding for our next phase of growth.”
Content should give buyers a reason
to continue the conversation.
For technology and manufacturing businesses, technical expertise is only part of the commercial story. Buyers also need to understand what that expertise makes possible for them. Will Be Live connects Brand Strategy and Demand Creation through clear messaging, relevant content and practical support for business development. The purpose is to help companies explain their value and move commercial conversations forward.
