He combined two trends and created a third
THE PRINCIPLE
You can create a new business by combining trends
Trend 1: Food enriched with vitamins and minerals
Trend 2: People willing to spend more money on their pets
Marco Giannini spotted these trends and figured out a way to combine them. His product is Dogswell, dog treats infused with nutrients to help pets stay healthy. In 2004 he invested $30,000 (about £20,000) of his own money to produce the first lorry-load of sample treats and took them around to 200 independent pet stores in California.
The orders came rolling in and he grossed about £338,000 in sales his first year. Four years later he had sales of £10.8 million. That’s a lot of treats. Next: Catswell.
Michael Sands, co-founder ...
Get Creativity Now, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
