GRAND RAPIDS, MICHIGAN, April 11, 2008 – A product development company based on insider insights? That’s a Viable idea.

Launched in February 2008, Viable is a start-up company co-owned by Via Design (www.viadesign-inc.com) and Scott Sikkema, the former co-owner and president of Sweetwater Products, Inc. This collaboration combines the design, market, and product awareness of Via principals, Valerie Schmieder and Brian Barkwell, with the engineering and manufacturing background of Sikkema, who is also Schmieder’s younger brother. 

Asked what inspired the partnership, Schmieder explains, “Scott and I designed a refrigerator together before we ever thought of doing this as a business.  After he sold Sweetwater, we discussed the possibility of a start-up.  For six months we elaborated on the idea and decided to launch Viable.”

Catering to the architecture and design community, Viable will fill the niche for items people would like to incorporate into their designs, but simply can’t find. “There are so many unmet needs,” Sikkema explains. “Because Via is so attuned to the market, they’re discovering them constantly.” 

Many well-known architects and designers have moved into designing for other companies, but few design firms get into actual product development and manufacturing, according to Schmieder. “How many times have you said, ‘I wish I could find something like that’?” she asks. “Now instead of wishing, we’ll create and market these products ourselves.”

Viable’s product line may vary from architectural, construction, and furniture to educational products, but according to Barkwell, they’ll all be based on making people’s lives better. “The pursuit of happiness isn’t just an empty phrase,” he says. “It really is important to our everyday quality of life.” All Viable products will also be designed with environmental issues in mind. “That’s just a core value,” explains Sikkema.

While Via’s primary focus is architecture and design, Viable will allow the business to extend beyond a traditional service model. “We’re always talking about diversifying and creating new designs, but we’re pretty busy running the business day to day,” says Schmieder. “With Scott, we have the right person to make things happen.”