Rooted is a business designing and producing customised family history products with contemporary design sensibilities. Products include books, posters and artwork as well as social media posts.

It is targeted at 20-40 year olds as they are currently underserved by the genealogy industry.

A primary research survey showed that people of this age group do have some knowledge of their heritage, but most of that information is stored in boxes, on subscription services such as Ancestry, or is simply passed down through word of mouth.

Secondary research showed me that my target audience cares about family and wellness over most other things. There is also strong evidence to show that children who know about their family history are far more resilient when faced with challenges than those who do not. This led me to conclude that the branding of the company needed to link family history and wellness, to help us differentiate ourselves from our competition.

You can see the full business plan here.