Hey guys,
yesterday I stumbled over something I think is a great fastlane example. I met up with some friends for BBQ and our host presented a new liquor he found at the local grocery store (yes, you can buy liquor at grocery stores in Germany). Instead of a regular bottle it was filled up in a genuine oilcan. It instantly reminded me of MJs example with the vodka in the skull bottle. Except that here the owner even cared to develop a whole new product, not only giving an old one a new packaging. It tastes a little bit like Jaegermeister combined with some coffee liquor, has a nice dark oil-like color and is pretty drinkable. At least we emptied half a litre of it last night with four people. Although main target consumers seem to be bikers and gearheads ("real man" as the marketing states) the creamy coffee component made it even accessible for women.
It is often said you should "enjoy the process". Well, these guys did it and even described it on their website (unfortunatelly only in German), how they mixed and tried, mixed and tried again until the product was finished and everybody was completely drunk. They called the stuff 10T30 Kopfgetriebeoel (translates Head Transmission Oil) referring to common oil designations like 10W30. Anyhow if you like to check it out, here's the website:
http://www.kopfgetriebeoel.de
Shall we check the fastlane commandments together?
NEED - Not sure if their is a real need for this product, but their surely is demand. Targeted at a specific niche, although something almost every guy can relate to. And some sort of liquor is always needed, isn't it?
ENTRY - I'd say it's fullfilled. They needed to have a special machine build that is able to fill the liquor into the oilcans and also not everybody can easily produce an alcoholic beverage and distribute it.
CONTROL - They have their own online shop with control over their business. This one is only partially met because I guess they sell the most over the big grocery chain. But this weakness can be accepted I guess
SCALE - this one is met. You can produce large quantities and the grocery chain with stores all over the country will distribute many of those. Of course like all physical products upscaling is limited to you production capacity without investing further to increase your output. But you can definetly scale it.
TIME - once the business is setup it can be automated to some degree. With physical products there will be always more hastle than with a pure online business. But with sufficient growth everything can be delegated to a CEO. Therefore the commitment of time can be met.
So it might be not the truest fastlane in it's inner sense but still a great business. And I'm pretty sure the founder is a millionaire by now.
Anyhow I think it's a great example I just wanted to share with you guys. And no, I don't get paid by these guys for saying this.
yesterday I stumbled over something I think is a great fastlane example. I met up with some friends for BBQ and our host presented a new liquor he found at the local grocery store (yes, you can buy liquor at grocery stores in Germany). Instead of a regular bottle it was filled up in a genuine oilcan. It instantly reminded me of MJs example with the vodka in the skull bottle. Except that here the owner even cared to develop a whole new product, not only giving an old one a new packaging. It tastes a little bit like Jaegermeister combined with some coffee liquor, has a nice dark oil-like color and is pretty drinkable. At least we emptied half a litre of it last night with four people. Although main target consumers seem to be bikers and gearheads ("real man" as the marketing states) the creamy coffee component made it even accessible for women.
It is often said you should "enjoy the process". Well, these guys did it and even described it on their website (unfortunatelly only in German), how they mixed and tried, mixed and tried again until the product was finished and everybody was completely drunk. They called the stuff 10T30 Kopfgetriebeoel (translates Head Transmission Oil) referring to common oil designations like 10W30. Anyhow if you like to check it out, here's the website:
http://www.kopfgetriebeoel.de
Shall we check the fastlane commandments together?
NEED - Not sure if their is a real need for this product, but their surely is demand. Targeted at a specific niche, although something almost every guy can relate to. And some sort of liquor is always needed, isn't it?
ENTRY - I'd say it's fullfilled. They needed to have a special machine build that is able to fill the liquor into the oilcans and also not everybody can easily produce an alcoholic beverage and distribute it.
CONTROL - They have their own online shop with control over their business. This one is only partially met because I guess they sell the most over the big grocery chain. But this weakness can be accepted I guess
SCALE - this one is met. You can produce large quantities and the grocery chain with stores all over the country will distribute many of those. Of course like all physical products upscaling is limited to you production capacity without investing further to increase your output. But you can definetly scale it.
TIME - once the business is setup it can be automated to some degree. With physical products there will be always more hastle than with a pure online business. But with sufficient growth everything can be delegated to a CEO. Therefore the commitment of time can be met.
So it might be not the truest fastlane in it's inner sense but still a great business. And I'm pretty sure the founder is a millionaire by now.
Anyhow I think it's a great example I just wanted to share with you guys. And no, I don't get paid by these guys for saying this.
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