I know, I know, you read my stuff about where catalog brands and e-commerce brands are headed, and you repeatedly see me suggesting that you are in a "SELL" quadrant and you get upset with my line of reasoning.
You've been in business for forty years ... you just need to figure out a path to the future. Every company has rocky stretches. You made it through the Great Recession. You are a success story.
Selling doesn't mean you are selling today.
Selling means that the end-game is to be sold.
Look at HelloFresh (click here). They appear (my opinion only) to be employing the time-honored three-step process.
- Go from 0 to 60 in 1.8 seconds.
- Pay initial investors via an IPO.
- Pay IPO investors by selling to Kroger or Albertsons (or Target or Wal-Mart or Amazon).
Companies are sold for many reasons.
- They are dying and can be purchased for pennies on the dollar.
- They serve a purpose in the future of competitive commerce.
- They are incredibly healthy and somebody "has to have the brand" and is willing to pay top dollar.
Why can't you be in the third category?
I'm trying to help you avoid being in the first category.