Repositioning the BrewDog Offer
Let's say you love BrewDog - love the beers, the experimentation, the attitude. But you're not keen on parting with 230 quid for a share in the company.
Because it costs too much / offers little financial return.
What if the offer was repositioned?
What if you could join a membership club, let's call it 'The BrewDog Pack'?
What if the benefits were;
- 20% discount at their online shop
- the chance to buy beers brewed only for club members
- newsletters/Tweets/SMS to alert you when new beers are available
- exclusive 'meet the brewer' sessions held around the UK
- an annual members get-together with lashings of beer
- your name etched into the wall of the new brewery, which your membership fee helped to fund
What if you paid £10 a year for the privilege?
Would you be interested?
So, what if you could only buy a lifetime membership?
What if that lifetime membership entitled you to an introductory case of beer brewed uniquely for members, along with a glass, t-shirt and bottle opener?
What if that lifetime membership also gave you an equity share in the business?
What if that cost £250?
Would you join the Pack?
Because it costs too much / offers little financial return.
What if the offer was repositioned?
What if you could join a membership club, let's call it 'The BrewDog Pack'?
What if the benefits were;
- 20% discount at their online shop
- the chance to buy beers brewed only for club members
- newsletters/Tweets/SMS to alert you when new beers are available
- exclusive 'meet the brewer' sessions held around the UK
- an annual members get-together with lashings of beer
- your name etched into the wall of the new brewery, which your membership fee helped to fund
What if you paid £10 a year for the privilege?
Would you be interested?
So, what if you could only buy a lifetime membership?
What if that lifetime membership entitled you to an introductory case of beer brewed uniquely for members, along with a glass, t-shirt and bottle opener?
What if that lifetime membership also gave you an equity share in the business?
What if that cost £250?
Would you join the Pack?
Even I, a bit of a tight-wad, would be tempted by something pitched like that. I've already bought beer from them totaling almost half that amount in a single order!
ReplyDeleteI think that's a very good suggestion - gives something back immediately to the purchaser, with a long-term interest, but takes the focus away from 'investment' with the implied 'but will I make a profit', to 'memberhsip' of a scheme, knowing you are supporting something you care about, with some immediate gratification in the case of beer & other goodies, your 20% discount ongoing, and still has the same result of raising capital for the brewers ... I suggest you point them to this, I don't see why they couldn't look at packaging this now they've made the announcement on the equity arrangement!
ReplyDeleteIt's actually better than that even. James Watt confirmed to me via email that if four go in to buy one share, all four receive the 20% discount for life.
ReplyDeleteThis makes investment very tempting indeed - at just £57.50 - so long as you can find three cohorts.
My post on that: http://bit.ly/17DZuv
Brilliant. I'm in!
ReplyDelete