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Another week, another dozen interesting new business ideas from around the world. This issue features talking gift tags, reverse graffiti used for guerrilla advertising, an affordable system for recycling grey water, and more. Our next edition is due on 31 October 2007. In the meantime, check out our daily postings on www.springwise.com, send us your tips, and please don't forget to tell your friends and colleagues about us. Much appreciated! |
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Guerrilla marketing techniques have been around for years, but they've also acquired a bad rep for sometimes defacing public property; city officials tend not to look too kindly on adverts scrawled in spray paint on city pavement, for example. Now Street Advertising Services is offering a less antagonizing—and more legal—solution by creating images out of water. The British company's Street Art service uses high-pressure cleaning machines to wash brands, logos and adverts onto dirty pavements. First, clients provide their design, and SAS turns it into a giant stencil. Then, working at night, the SAS team blasts the stencil with water and steam on dirty walls, roads, pavements or even road signs. The result is a sparkling clean image in the shape of the company's logo or message. Nothing but water and steam are used, and it's all perfectly environmentally friendly and legal, SAS stresses. Pricing for a street art campaign with 15 to 20 adverts throughout a city begins at GBP 1,000 per city plus initial setup costs. Clients so far have ranged from newly opened businesses to global brands. The idea for the service, which launched last year, came to founder Kristian Jeffrey out of sheer frustration. Jeffrey explains: "I run several small online businesses, and was searching for cost-effective advertising to attract consumers to my sites. My potential customers were walking around me every day, and it was when I was walking through the dirty streets of London that the idea came to me: why not take advertising literally to the street? Having experimented with several different methods, we wanted to apply a technique that was not just eye-catching and effective but also friendly to the environment. What could be more natural than water?" SAS has operated primarily in the UK so far, but it's open to projects anywhere in the world (as long as there's dirty pavement!). The company is also keen to explore reciprocal arrangements with other entrepreneurial enterprises, Jeffrey says. One to get in on while it's still early? So much dirty pavement, so little time.... Website: www.streetadvertisingservices.com
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Working with SK Telecom, McDonald's in Korea is testing food ordering by RFID (radio-frequency identification). A pilot program in Seoul's Shinchon neighbourhood lets customers place an order by pointing their cell phone at the items they want. Actually, it's not quite that simple—they first need to download software to their phone and then, seated at their McDonald's table, plug an RFID reader into the phone and aim their handset at a menu with built-in RFID chips. Items are automatically charged to their cell phone bill. As soon an order is ready, a message is sent to the customer's cell phone, letting them know that they can pick up their tray at the counter. According to SK Telecom, McDonald's "Touch Order" system is the first in the world that lets customers use RFID to place orders at a restaurant. Like GoMobo, the company that enables members to order food by text message at a growing number of US restaurants, Touch Order allows customers to avoid queues, making the buying process faster and more convenient for both the restaurant and its patrons. One to watch if you're in mobile commerce or the fast food business! (Related: Food ordering by text message.) Website: www.mcdonalds.co.kr Spotted by: Bjarke Svendsen
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Food and beverage marketers have long known that there's nothing quite like sampling to convince a consumer to try something new, but the high cost and limited reach of traditional sampling campaigns are often prohibitive. Enter First Flavor, which converts flavours into Peel 'n Taste strips that can be mass-distributed in a broad-scale tryvertising campaign. Readers of Rolling Stone magazine may already be familiar with Peel ‘n Taste strips, which made their debut in the fall entertainment preview issue of the magazine in September. As part of a promotion of its new "Cane" TV series about a family rum business, CBS placed a two-page ad in the magazine featuring a taste strip flavoured like a rum mojito. The insert included a thin, tamper-evident pouch with a nonalcoholic, dissolving taste strip—much like the breath strips already on the market—that enabled readers to try the full-flavour taste of the rum drink. First Flavor's strips contain no sugar or calories, and all ingredients have been FDA-approved. They're produced in bulk quantities of 100,000 to 10 million or more, and quantity-based pricing ranges from 7 to 40 cents per strip. Possible uses for the strips include not just print advertisements but also direct mail, product-on-product, and in-store coupon dispensing applications. Though only four promotions have launched so far, First Flavor's customers range from small, entrepreneurial firms to large, Fortune 50 companies, president and CEO Jay Minkoff says. The US-based company, which was founded last year, already has sales representation in the EU, but it has also received inquiries from around the world. It's open to the possibility of nonexclusive partnerships to help bring Peel n' Taste to more consumers, Minkoff says. We've already shone the spotlight on the tryvertising trend, and this is yet another piece of evidence that it's taking hold. Only time will tell how consumers take to it in this form, but it's a concept worth considering for any business in food and beverages or beyond. We're just hoping a chocolatier will sign up soon.... Website: www.firstflavor.com Spotted by: Diana Zhou
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Techies the world over know that open source computer operating system Linux can compete head to head with high-priced commercial counterparts such as Windows, Unix and Mac OS. While free is a great price for anyone, consumers in developing societies often don’t have access to a broadband internet connection. Which means their access to Linux and other open source software is very limited. Unless there’s a Freedom Toaster around. As those behind the South African venture explain, a Freedom Toaster is much like a candy vending machine. Users insert a CD, follow the easy instructions on the touch-screen monitor and—presto—a copy of Linux is “toasted” by the unit’s internal CD burner. Since copies of the software come from the kiosk’s own hard drive, there’s no need to hook the Toaster up to the web, a major plus in areas where broadband access is scarce. And in fact the Freedom Toaster has already been deployed at libraries and other public locations throughout South Africa, whose large computer-literate population must often contend with spotty internet access. The Toaster’s offerings consist of popular versions of Linux along with e-books and free applications for Windows. Since thousands of open source programs exist, the Freedom Toaster’s usefulness is likely to grow over time, as consumers become accustomed to the notion of alternatives to Windows. Its founders also hope to locate Toasters worldwide. In the true spirit of the open source movement, instructions for building Freedom Toasters are freely available on the organization’s website. Makes for an interesting new distribution model to study—and sponsor—if you’re keen on getting digital products or information to consumers in low-bandwidth communities. (Related: Prepaid computing.) Website: www.freedomtoaster.com Spotted by: Patrick Duarte Silveira
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The auto industry’s transition to alternative energy won’t just affect oil companies. It’s destined to disrupt and reinvent supply chains for fuel, financing and just about everything else that makes a car run. All of which translates into unprecedented opportunities for entrepreneurs. The latest evidence: Norway’s two-seat, electric-powered Think City car—set to go on sale in the coming months—will come with an owner financing package unheard of in the auto industry. Consumers will pay an estimated USD 15,000 to 17,000 for the vehicle, but the company plans to lease the Think’s battery. And for good reason: on its own, the battery would cost an estimated USD 34,000, more than the price of a low-end luxury vehicle in most countries. Moreover, the Think battery’s useful life will depend on how the vehicle is used. Meaning: if Think owners were compelled to buy the battery along with the car, they’d be assuming risks few vehicle buyers would tolerate. The workaround Think has devised is a USD 100-200 per month bundle that will include the battery lease plus other services such as insurance and mobile internet access. The latter will enable the company to remotely monitor the battery’s remaining useful life. As the battery’s ability to recharge declines with age, the company will automatically offer owners the chance to replace it or alternately keep the battery in exchange for a lower monthly leasing fee. Think’s battery-leasing business model differs sharply from that of US electric car maker Tesla Motors. With a batteries-and-all price tag of about USD 100,000, the sporty Tesla is being marketed as status symbol for Hollywood celebrities and Silicon Valley titans. Notwithstanding, under an agreement announced this spring, Tesla will help supply Think with battery packs. Notably, both Think and Tesla are start-ups, aptly illustrating how the switch to alternate fuels will make room for innovative upstarts in an industry dominated by giants. (Related: The going is green—and electric.) Website: www.think.no Spotted by: HL Tay
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We covered mobile pizza kitchen trucks back in 2005 with our look at Wisconsin's Super Fast Pizza. Super Fast Pizza didn’t make it* but today the Big Green Truck has picked up on that concept and brought it into the Experience Economy. It all begins with a beautifully restored 1946 International Harvester truck—yes, it is green—the interior of which has been converted into an upscale pizzeria, complete with Italian-made wood-burning oven, cappuccino machine and ice cream makers. The wooden sides of the truck lift off to make tables—one for preparation, four for serving; a chimney gets attached, an awning slides out, and presto! There's a pizza bistro right on the spot for backyard parties, weddings or company picnics. All pizzas are made fresh before guests' eyes using homemade dough and sauce. A wide variety of topping options include fresh vegetables roasted over the wood fire as the oven heats up. Pizzas are then served buffet-style al fresco along with salad, drinks and gelato for dessert. Rates start at USD 950 for a party of up to 50 people. "What surprises me about the truck is how it instantly creates an ambiance that everyone loves," explains Doug Coffin, chef and owner of the Big Green Truck. "It has something for everyone: a novel idea, an engineering puzzle, a wood fire, a beautiful antique, a friendly staff making you whatever you want, a cooking show, Ray Charles on the CD player, great food—what's not to like?" The Big Green Truck currently operates just in the area of New Haven, Connecticut, and it has a packed schedule. Pizza-minded entrepreneurs in the rest of the world—what are you waiting for? Start shopping for an antique truck! Website: www.biggreentruckpizza.com Spotted by: Bjarke Svendsen * We'd love to know what happened to Super Fast Pizza! If you have more information, please leave a comment.
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New Yorkers whose closets are bursting at the seams have a high-tech solution for storing their off-season or special occasion duds—without having to worry their garments will be out of sight, much less out of mind. Garde Robe is a first-class, full-service wardrobe storage facility that not only provides a place to stow pieces that currently are out of rotation, but digitally photographs each item to be organized in an online Cyber Closet. Customers can browse a catalogue of their belongings at their leisure from anywhere they access the web and arrange for delivery as needed. Items are stored in an air-conditioned converted loft space, specially designed for proper storage and maintenance of clothing, shoes and accessories. Pieces are available for delivery 24 hours a day, 7 days a week, though advanced notice is required during off hours. Wardrobe storage fees begin at USD 350 per month for clothing, and USD 225 for shoes only. Garde Robe also offers special services, including a first-class seamstress for fittings and alterations, a professional image consultant who can help customers define their style, and a hairdresser and make-up artist to help polish off any look. There's also a packing service, French hand laundering, and shirts and linens can be hand-pressed upon request. And customers who are doing fine with space, but lacking in organization skills, can opt to have Garde Robe create Cyber Closets for them for USD 150 per hour. Garde Robe markets their services to business travellers, too, who might want to avoid the hustle and bustle of baggage claim during frequent trips to the Big Apple. Obviously, this makes for a great solution for those living tight spaces—as many city dwellers do. While Garde Robe is hardly the first to tackle this niche (see City Closet, for example), it’s definitely upping the ante by offering a super-premium version of mini-storage. One to replicate to any major metro where customers' eyes for fashion are bigger than their closets! Website: www.garderobeonline.com Spotted by: Susanna Haynie
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M&Ms began offering customized colour versions of its classic coated-chocolate candy some years ago, followed soon after by the option of adding personalized text. My Fruit Roll-Ups Factory from General Mills is taking the idea a step further by allowing consumers to customise its fruit-flavoured strips with not just text but also images. The concept is targeted at parents, not surprisingly, since the snacks are a kid favourite. Ordering is a matter of choosing a cartoon-style picture from the site's collection of more than 400 (birthday cakes, sports symbols and seasonal images are particularly well-represented); adding a message in the font, size and colour of your choice; and placing the order online. Pricing is by the box at about USD 1 per roll; delivery takes about 3 weeks, and is currently only available in the United States. The market possibilities for customized M&Ms may be broader, since they're popular with grownups, too, and therefore can tap into the corporate market. But with birthday parties and kids' celebrations becoming an increasingly big business, it makes sense to target personalized snacks at the younger set—or at least at their parents. Goldfish, Oreos—where are you on this? Other snack makers: now's your chance! For a refresher on one of mass customization's main drivers, check out trendwatching.com's gravanity briefing. (Not new, but still worth a quick browse.) Website: www.myfruitrollups.com
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As the season of gift giving draws ever nearer, so too does the Herculean challenge of penning countless holiday cards, letters and notes to family, friends and colleagues near and far. Pre.vu is offering a digital-age alternative that could make such tasks a little easier by allowing consumers to record a personalised message onto a CD case or gift tag instead. Voice, music and sound effects can be included in a 60-second message that’s incorporated in a credit card-sized gift tag or CD case to accompany a set of holiday photos, for example. The resulting recordings can be played back hundreds of times at the touch of a button. Shockwave is required for online recording, but consumers can also record their messages by phoning in to Pre.vu. Pricing is GBP 5.50 for a gift tag or GBP 2.50 for a talking CD case. Pre.vu, operated by U.-based Origgio Ltd., sells its Talking Messages products direct to consumers via its own site, but it also offers the functionality to e-commerce retailers, which in turn can offer the service to consumers much like gift-wrapping or regular, printed gift tags. In addition to the possibilities in online retail, Pre.vu also markets its Talking Messages products for enterprise packaging applications and direct marketing—one message can be recorded on multiple tags or CD cases, for example. Feels like the sky's the limit on the global possibilities for this one in both the B-to-B and B-to-C worlds. Novelty and personalisation tend to be a winning combination, and in this case, the language barriers take care of themselves. Now how about taking it a step further with Moving Messages, a video equivalent...? Let us know when you're done! Website: www.pre.vu
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Garden watering bans are a fact of life these days, and not just in dry climes like much of Australia and the Western US. But a new Australian invention can keep lawns and gardens green without using any extra household water. The Water-Leech, which retails for AUD 200 and up is a breadbox-sized device with a universal hose attachment that hooks up to shower or sink drains. Instead of letting grey water escape down the drain, a pump in the unit draws it into a self-contained storage tank. The pump is powered by a rechargeable battery instead of a wall plug to prevent any possibility of electric shock while it’s in operation. When the Water-Leech tank is full, owners simply wheel the unit outside to water their plants. (Providing biodegradable soaps and detergents are used, water from showers, baths, laundry, sinks and dishwashers is completely reusable.) Water-Leech inventor Paul O’Callaghan believes his product fills a vital need at a time when environmental experts point with alarm at fast diminishing global water supplies. Though attractively styled and relatively compact, the Water-Leech still might seem a cumbersome way to reclaim water. But competing systems used to collect grey water must be retrofitted into a home’s plumbing, a task which can cost thousands of dollars. And even in areas without restrictions, the unit’s ability to reuse water can help it pay for itself. O’Callaghan says the average households can conserve 35,000 liters annually, which adds up to a nice way to keep gardens green and help conserve precious drinking water. Thanks to his product’s success in Australia, his company is building out a worldwide network, which spells opportunities for potential distributors outside Australia. Website: www.waterleech.com.au Spotted by: Wendy Williams
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University students in the UK rack up an average of more than GBP 12,000 in student debt by the time they graduate, leaving them with a significant financial burden to cope with as they begin their professional careers. Do Good 4 Debt was recently founded by one such graduate with a two-pronged purpose: to help relieve some of that debt, and to give companies more control over their charitable contributions. The premise is simple: debt-burdened students are matched with companies interested in sponsoring them to do charity work. They then choose from among a few different participating charities to work for over a period of up to 6 months following graduation. At the completion of each set milestone during the assignment, the student's corporate sponsor pays off a chunk of the outstanding debt. The site was founded by recent graduate Ian Wallace, who finished his law studies with GBP 14,000 in debt. While working at a local factory to pay off some of it, Wallace explains, he heard the owner of the business bemoaning the way most charitable contributions never produce visible results for the donor. The proverbial lightbulb went on, and Wallace printed up a brochure explaining his idea. Soon after, he was sponsored by three companies. At the conclusion of his charity assignment, he presented a report to his sponsors to show how his work had helped. Meanwhile, his debts were paid off and he had gained valuable work experience. Membership costs GBP 16 and is open to anyone struggling with debt—not just students. The maximum amount of debt that can be paid off is GBP 9,000. The site won't launch officially until January, but four companies and 100 students have already signed up—Wallace is aiming for a maximum of 500 to begin with. Currently Do Good 4 Debt serves only the UK, but it hopes to recruit ambassadors in different countries over the next year. It's a concept that sounds like a win-win for everyone involved—one to bring to an area near you? Spotted by: Scott Penn Note: Unfortunately, Do Good 4 Debt's website is currently down. We've contacted Ian Wallace, however he might not be able to respond very quickly: "Ian is currently on a sponsored placement in Rwanda, Africa, helping a local village with various tasks such as teaching, water and crop plantations. Upon returning to the UK in November, he hopes to sign up 500 candidates to the Do Good 4 Debt scheme." An alternative place to leave a note is: www.myspace.com/dogood4debt. — 26 October 2007
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Media organizations increasingly rely on syndicated content, but access to such material typically requires expensive subscriptions or syndication deals. New York-based Mochila has devised a way to offer articles, photos, audio and videos a la carte while dispensing with subscription fees and protecting authors' rights. Launched earlier this year, Mochila's website is essentially an online marketplace for content. Sellers offer up their wares along with price and any restrictions; buyers search for what they need and choose the best match. Content can be instantly downloaded into any publishing system, and purchases can be made in two ways: either by paying the price set by the original content owner, or by agreeing to post advertising along with the item, in which case the content is free. In the ad-supported arrangement, advertising revenue is shared among the buyer, the seller and Mochila. For sellers, the benefits include new revenue opportunities and increased exposure; for buyers, decreased operational costs, more ad pages and revenue opportunities, and the rub-off effect of big-name content are among them. More than 1,000 media organizations have joined Mochila so far, including Reuters, the Associated Press and Hearst Magazines—you can't get much bigger than that. World media spent just under USD 2 billion on syndicated news content last year, and that figure is expected to grow to USD 3 billion by 2008, Mochila says. The time is ripe for a new content model, and it looks like this one is taking hold. How about putting a niche or curator’s spin on the concept? (Related: Agency connects bloggers and press.) Website: www.mochila.com Spotted by: Susanna Haynie
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Customer-made: DIY wedding rings
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