Whiskey, platforms and the network effect

The innovation files 6

Imagine Mike, let’s say Mike Wazowski, has a whiskey bar. Better, an exclusive whiskey bar, he is known for his expertise and rare brands of whiskey. The price of a 33 cc glass of whiskey varies between € 8,- for a Nikka Coffey Grain or Caol Ila 12yr and € 25,- for a Longrow 18yr or a Middleton Very Rare. Business is going well, but Mike decides to start a promotion campaign to attract a new audience. On February Thursdays, Special Whiskey Night, all whiskeys € 12,-. When he does his bookkeeping at the end of the month, he discovers that the sales volume of the special whiskey nights rocketed, and so did the profits. The decision is made: from now on, every day, all whiskeys € 12,-. Business is booming, and he can open another bar and decides to adjust the concept.

A good whiskey deserves a good bite, an exclusive bite, one that fires an ecstasy of pure delight right to your taste buds and is complementary to the fine palate of the whiskey. Luckily he has a friend, let’s call him James P. Sullivan, who is specialised in that kind of bites. He opens a counter in Mike’s bar. When Mike pours in a whiskey, he tells what bite goes best with the whiskey. Sulley advises clients which whiskey to combine with North Swedisch Red Pepper Jasmin pork sausages. The new place is getting crowded, and Mike opens a third, fourth and fifth, and invite more friends that deal in special exclusive food and drinks. Within a year, Mike’s places are the places to spend a whole day from breakfast till closing time to indulge yourself in an exclusive delightfully gastronomic ecstasy. But Mike’s own business changed.

Platforms
Due to the business success of the many places he opened, his activity isn’t pouring whiskey anymore. Nope, not even one evening a week. The only whiskey he pours is when he comes home after a long day taking care of distributing supplies, setting up new places and taking care of finances for him and all his partners. Mike even started a franchise and a home delivery service because people wanted the products served at Mike’s bar at home during their exclusive hedonistic private parties. And besides, many delicatessens that don’t sell at Mike’s bars asked him to take care of their delivery because of his transportation network, quality of service and expertise…