Darren Tan had learned about the footwear business from his father, Tan Cheng Lay, the founder of the ShoeLove Company. Darren was very worried about his diminishing capital as the price of raw materials had increased drastically. He wanted to build up his business through new, modern and creative ideas in designing shoes. His ultimate aim was to penetrate the international market to attract a wider range of customers. To do so, he needed a good marketing strategy, skilled manpower and good quality raw materials.