Due to overwhelming demand. I’ve decided to post the Project Prospectus here:
Sometimes a startup just make sense. Logical in hindsight to the point where it feels like we should have done it.
Vitamints is one such startup. It is what it says – Vitamins which are also mints.
This Australian startup has taken some really clever insights to form the basis of the product format and it goes a little deeper than vitamins that taste nice. They found that houses were graveyards for half used vitamin bottles (I know mine is!!). The basic idea was to get vitamins out of the kitchen cupboard and into peoples pockets, like gum. So why not package it like gum? Why not make it taste nice? Why not distribute it in more convenient locations?
And aside from the fact that mints in convenience stores are almost the fastest growing impulse purchase, Vitamints taps beautifully into the mobile society we now live in. Your vitamins now live in your pocket people. Sounds a bit like a classic web mashup business, but in an old tired category. Once again industry incumbents need to take a lesson from an innovative new business – maybe that’s why I like it so much.
I can’t wait to read about them getting bought out by a multinational pharmaceutical company in 10 years time.
We are all born entrepreneurs. Entrepreneurship is inextricably linked to human behaviour. To explore, to understand, to invent and to embrace take risk. Risk which results in a better situation for us and our stakeholders. Knowing that we will fail, and even learning to endure, no less enjoy that as part of it. Civilisation and evolution of humans is due to our entrepreneurial nature. It’s why we live in houses, drive cars, have climate control and everything we enjoy today. It’s part of our genetic code. It’s what differentiates us from all other creatures.
The word Entrepreneur
Noun: A person who organises and manages any enterprises, esp a business, usually with considerable initiative and risk.
The word origin is from 1875-80 coming from the French word ‘Entrepren’ – meaning to undertake. To do something. Also the word Enterprise. Is about entering and taking. Enter / prendere.
To be entrepreneurs is it about doing. Not over replanning or talking. It’s about action. Learning on the job. The most insightful ideas and poignant moments I have had in my life haven’t been while writing or typing, but when I’ve been acting.
Our code must be acted upon. Go act out your code.
I’ll be doing a live chat on all things StartUp and Entrepreneurship this Wednesday night Australian EST at 7.3opm.
Problogger has inspired this idea from his session today – big ups.
I’ll be using the relatively new service http://www.twitcam.com – where you can ask live questions which I’ll answer.
It’ll be using my twitter sign in which is @sammartino
here is the url: http://twitcam.com/user/sammartino
Here’s where you challenge me, ask me, disagree with me for anything I’ve written on this here blog. Ask me questions about marketing, startups, outsourcing, getting to revenue, and generating massive free TV coverage. I’ve done them all successfully. These are the things you start up needs to rock the world. Looking forward to chatting with you.
It’s one thing to be clear and succinct in our copy writing, and it’s another thing entirely to create language which means something to consumers. Language which paints a clear picture in the consumers minds that you can solve their problems. The best way to do it is to relate numbers to something we are all very familiar with…. ‘Join for the price of a coffee a week.’
In recent times some of the world leading websites have done this beautifully. Web businesses where scale matters to the end users, websites where this type of language can be the difference between a click out, and instant confidence.
Seek.com.au – A new job loaded every 30 seconds (Great this’ll have the job for me for sure…)
Elance.com – $201 million in provider earnings. (Wow, I will make money using this site…)
Flickr.com – 2744 uploads in the last minute (This is a safe place to store my photos…)
As soon as we read information like the examples presented above we know we are in the right spot. That we can do our business right there, right at that moment. And I know what you are thinking, this is the type of language that is limited to the successful few – not so, all it takes is a little bit of creativity to find some numbers which mean something….
We just need to work out what we are the most, best, biggest, quickest at, and there will be something. Maybe your site is the hyper local expert. Has more X from your city. The most members in Y community or the lowest click out rates for the industry? Even a micro website does something the best. And as soon as we work out what we are the ‘most’ at, we need to put it right there on the home page, no better yet, the top of every page on our website.
This is the oldest marketing lesson in the book – What to call our brand. It seems it doesn’t matter how many times the story is told, but some businesses never seem to learn. Here’s a bad example of a clothing brand name which I saw in Bloomingdale’s today.
Yep, Acne. Which means pimples here in Australia. I’m surprised it even made it instore. So here’s the startup blog rules for brand names. Which I’ll keep short:
- Try to invent a word that currently has no meaning. (our job is to invent meaning under it)
- Ensure you can ‘own it’ globally. (No confusion, registerable)
- Make sure it doesn’t mean something ridiculous, in your country or another.
That’s all that matters in real terms. Other rules are made up by people who are focused on stuff which doesn’t really have much to do with brand building.