Monthly Archives: August 2015

Fringe performance versus Startups

We have had fun sponsoring Confessional by Tennessee Williams in the 2015 Fringe Festival.

It’s an interesting story of a show that nearly didn’t happen as the sponsors pulled out at the last minute, leaving a large financial gap for the theatre company. Through crowdfunding and our sponsorship we filled the gap, but it got me thinking about running a fringe show and running a startup.

If you have been to the Edinburgh Fringe you will realise the massive amount of theatre, comedy, poetry and art that is on over 4 weeks in Edinburgh. Since I live in Edinburgh you notice the sudden swelling of the population, the busy restaurants and general improved vibe.

It’s a great time to be in Edinburgh and I am sure most performers think this is what it is like all the time.

Anyway, running a fringe company and grabbing attention is really hard, you are fighting for every single bum on seat for your show and the competition is stiff.

There is a massive amount of flyering happens during the festival. I am not overly convinced that this form of marketing really works (especially if you look on the ground around Edinburgh).

Marketing is around making emotional engagement and although most actors can captivate their audience, doing this on a busy high street while competing for attention is particularly hard.

In addition social media and PR have become a big part of the festival, creating content and sharing this does help get the word out – but the twitter blitz of Edinburgh Fringe makes that hashtag #edfringe pretty useless.

So are we consider channels for marketing at Brewhive, we do think the same way a theatre company thinks – how are we going to stick out from the crowd of other startups in our space and do something different. A great little video above shows that each day you need to get up and start again!

First pictures of Brewhive

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So after exactly a year of planning we are launching Brewhive this week.

This is a pure play direct to consumer beer brand.

We have gained a lot of experience over the past decade in FMCG goods to consumers. We are excited about the opportunity and certainly the reaction we have from friends and family when talking about Brewhive has been very positive.

The core concept around Brewhive is still based on convenience and provenance. We let the hops do the talking rather than just letting them be a single line on the ingredient list.

Our core focus over the coming weeks is to gain approx 3,000 customers to test the proposition with. We want to gain feedback on what is good and bad about delivery, range, systems and pricing.

We have already lined up some interesting partnerships for later this year and plan to spend aggressively on customer recruitment and referral over the first 12 months of the brands life.

Interestingly we are avoiding subscriptions. Having tested Subscription v’s No Subscription we have seen a doubling of conversion rate without subscriptions. Products like Diet Chef lend themselves to subscription elements to keep you on track, but most consumers don’t like being tied in to subscriptions.