Build a Customer Funded Business: Interview with John Mullins
Mar 22, 2019
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John Mullins, author and professor, discusses the concept of building a customer funded business, conducting road tests, understanding customers, turning a service into a product business, and interviewing a successful entrepreneur. Also, the hosts talk about reading preferences, online education with Zoom, and the importance of finding customers and funding for a business.
Building a customer-funded business enables entrepreneurs to avoid external funding and borrowing by getting customers to pay for products or services in advance.
Matchmaker models, utilized by companies like eBay and Airbnb, focus on connecting buyers and sellers without directly owning the products, allowing them to leverage customer relationships and generate revenue.
Deep dives
Customer-Funded Business Model
One of the key ideas discussed in the podcast is the concept of a customer-funded business model. This model emphasizes the importance of getting customers to pay for your product or service in advance, before you have even built it. By using this approach, you can have the customers' money to fund your business, helping you avoid the need to seek external funding or borrow money. The podcast features the example of Michael Dell, who implemented the pay-in-advance model by offering customers the opportunity to pay for their desired PC upfront and then assembling and delivering the product. This customer-funded approach allowed Dell to have cash on hand, enable the growth of his business, and ultimately retain a higher stake in the company compared to other entrepreneurs who relied heavily on venture capital.
Matchmaker Models
The podcast explores matchmaker models, which are exemplified by companies like eBay, Airbnb, and Uber. These platforms act as intermediaries, connecting buyers and sellers without directly owning the products or services being offered. The matchmaker model allows these companies to generate revenue by charging a fee or a percentage of the transaction from the buyers or sellers. By focusing on facilitating transactions rather than owning inventory, these companies can leverage the power of customer relationships to grow their businesses and generate profits.
Subscription Models
Another business model discussed in the podcast is subscription-based models. The podcast mentions popular subscription-based services such as Netflix, Wall Street Journal, and even box subscriptions for groceries. These models involve customers paying a recurring fee or subscription price in advance to access a particular service or receive regular deliveries. Subscription models provide a steady stream of revenue for businesses and allow them to plan and allocate resources accordingly. With a strong and loyal subscriber base, businesses can continue to provide value and expand their offerings to keep customers engaged and satisfied.
Scarcity-Based Models
The podcast introduces scarcity-based models, with Zara being highlighted as an example. Scarcity-based models involve creating a sense of limited supply or exclusivity to drive customer demand. In the case of Zara, the company produces limited quantities of each clothing style and makes sure they stay in stores for a short period. This strategy creates a sense of urgency among customers, encouraging them to make a purchase sooner rather than later. By carefully managing supply and demand, businesses can create a perception of value and uniqueness, ultimately driving sales and customer engagement.
Hate borrowing money? Don't want to have too many people telling you how to run your business? John Mullins has written a book called The Customer Funded Business which takes us in depth into making a sustainable bootstrapped business that is less strapped for cash. Professor at London Business School. Find out more at www.johnmullins.com
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