Try, Try, Try Again

One of the primary drivers of my partnering with Northern Vessel and becoming a part owner was the business plan to launch of weekly bottle subscription service. Through our proprietary app, people could subscribe to a recurring monthly membership that would provide them with one 64-ounce bottle of our signature cold brew latte each week. I knew this idea was gold, and I was willing to invest my time and money into it.

Three months into the program, it completely failed. Not only was it not a wild success, but it wasn’t even a little bit successful. It bombed, to be frank. I still believe in the idea as much as I did back when we were formulating the business plan, but our execution didn’t give our customers what they wanted, how they wanted it. In our model, people were committing to their bottle every week, on a specific day. There was no way for them to skip when traveling out of town, nor was there a way for them to buy additional bottles when they wanted extra. Requiring pick-up on a certain day also caused inconveniences for people’s schedules and logistics. Lastly, the price tag of $120/month was simply too high for most people. They were getting a fantastic deal for what they were getting, but $120 is still $120. In other words, there were a lot of reasons for people to say “no”…….and that’s exactly what they did.

Every ounce of us wanted to hold onto the idea and try to jam a square peg in a round hole, partly out of conviction and partly out of pride. But we need to listen to the customer. They don’t want that program. They spoke with their actions……or lack thereof. This week we introduced a new program. Instead of people committing to a large sum of money for a certain amount of product, they are committing $10/month to become a club member……which has many benefits to choose from (one of which is an attractive discount on our 64-ounce bottles of cold brew latte). That’s the beauty of this new model. People can use the membership in a way that best suits their lifestyle, schedule, and interests.

Here’s the kicker. This program will allow us to accomplish the same goal as the original model, but better. It’s easy to play Monday morning quarterback and say we should have done it this way from the start, but that would be unfair. We didn’t know what we didn’t know. We learned a lot through this experience (er, failure). It has allowed us to put together an even better program that meets people’s desires. Will this new program succeed? I don’t know, but there’s only one way to find out!

That’s the importance of trying, trying, and trying again. If we admit failure, be willing to humble ourselves, learn from our mistakes, and try something new, we’ll ultimately end up in a far better place!