Hyperfactory:
- 2001
- Mobile advertising communications.
- Agencies didn't know how big or how fast the mobile advertising would get.
- Realized that the agencies would start to competing against each other so decided to go straight to the client.
- Connect brands with their consumers using mobile SMS.
- Business plan becomes a bog scribble.
- Believed in the vision.
- Checking-in to make site you're going towards the goal.
- Using New Zealand as a test bed doesn't really work.
- Get a foot in with Saachi & Saachi through a friend.
- Dad had to mortgage his house for a quarter of a million dollars.
- Prepared to take the risk to see the rewards?
- Trouble: you have money. Tend to spend it too fast. Lose focus. Went to raise money from the market too late because of the global financial crisis.
- Trim down the business.
- When looking for capital, they got an offer to sell the business to a media company.
- Took one year to wind back and correct the misalignment and different visions and bad hires.
- Unwritten values hampered the hiring process.
- Global benchmarking.
- Time. Start early. The later you start, the more barriers that will come up.
- If the customer wants customized products then you end up being a customized services business.
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