Wary Of The “Next Warby” via @RedGiraffe

"If a product can be sold on Amazon, you can be sure the margin will asymptote toward zero."

-- @micahjay1

After Walmart started uprooting small towns of small stores, Sam Walton suggested that it might be true that it is hard for small stores to compete with Walmart on price, but they could beat Walmart on value add. What can be the value add for products that can be found on Amazon?

Can your product be custom made for individuals? Amazon could not do that. Can your product be made integral to some service only you can provide? Body oil might be cheap on Amazon, but Amazon does not do massages. Or therapy, for that matter. Amazon sells yoga mats, but it does not give yoga lessons.

When manufacturing itself is customized to each individual, Amazon is totally out of the picture. One size does not fit all. Not always. Maybe never, given the chance.

Well said: "if a product can be sold on Amazon, you can be sure the margin will asymptote toward zero" @micahjay1 https://t.co/iDpHJL3D31

— Sapna Shah (@RedGiraffe) November 16, 2015

Wary Of The “Next Warby”

I fear that many of the more recent consumer product-oriented startups put too much stock in their ability to build a brand, or — even worse — their ability to hire an agency to build the brand for them. Strong marketing is certainly necessary, but not sufficient for building venture-scale businesses. ..... Slick messaging and innovative industrial design capture consumer attention, but it’s the founder’s focus on outsize profit margins that captures VC interest. ....... Eye care in the U.S., and most of the world, is dominated by a Swiss company called Luxottica. You’ve probably never heard of them, but they control 80 percent of the market for eyeglasses. ...... Like Apple, Luxottica has vertically integrated to such a degree that it’s very difficult for anyone else to compete. ...... The $9 billion U.S. mattress market is essentially controlled by two private equity firms who bought up the most valuable brands in the market. The companies that ran these businesses cost-engineered the products to make them cheaper to produce, for instance, by making mattresses singled-sided — which forces more frequent replacements. ........ Mattresses are big and bulky, and rely on specialty retail locations staffed by salespeople that make used-car salesman look honest. Still, limiting competition and channels meant margins were protected. Until Casper came along. ...... Casper cuts through this knot by shipping a full-sized mattress in a conventional box via UPS or courier. ....... Casper has been able to create a differentiated product at a low cost, figure out a better way to sell and deliver, all while keeping margin along the way. ..... Like the market for glasses and mattresses, the $3 billion U.S. razor market is huge and concentrated, with Gillette and Schick accounting for 70-90 percent of sales. ....... Razors have never been better, but that fanaticism for follicle removal comes with an obscene price tag. ..... Basically, if a product can be sold on Amazon, you can be sure the margin will asymptote toward zero. ..... Founders should bathe themselves in the nuance of an industry by attending trade shows and talking to insiders. .......

VCs and founders can act a bit like lemmings.

...... Mattresses were comfy or cost-effective before Casper, but they were never cool.

25K Becomes $110 Million In 5 Years

Secretive, Sprawling Network of ‘Scouts’ Spreads Money Through Silicon Valley
Sequoia Capital has funneled millions of dollars to scores of well-connected entrepreneurs and academics, who invest and look for ideas

Startup investor Jason

Calacanis took a $25,000 gamble five years ago on a company almost no one had heard of called UberCab. That investment in what is now Uber Technologies Inc. has ballooned to roughly $110 million.

..... Most of Sequoia’s scouts are entrepreneurs whose startups were funded by the firm. That means they know a lot about what Sequoia is looking for and will recommend the firm to other entrepreneurs. ....... Forging tight relationships that generate new deals for venture-capital firms is more important than ever as the cost of creating startups falls. The resulting acceleration in company launches has made it harder for venture-capital firms to identify the best opportunities as startups emerge. And competition is growing as new investors who are flush with capital invade the technology world. ...... Sequoia made early bets on many of today’s tech titans, including Apple Inc., Google Inc. and Cisco Systems Inc. ...... It was the only venture firm that backed messaging company WhatsApp, sold to Facebook Inc. last year for $22 billion. Sequoia invested about $60 million for a stake valued at $3.5 billion in the deal. Sequoia now owns stakes in 33 private, venture-capital-backed companies valued at more than $1 billion apiece, more than any other venture-capital firm. ...... If a scout’s investment is successful, the vast majority of gains are shared by the scout and Sequoia’s limited partners, Mr. Botha says. Other scouts and Sequoia partners themselves get a small piece of the gains. ..... Sequoia says it instructs scouts to tell startups in which they invest where the money is coming from. But the firm tries to hide the investments from rivals by making them through limited liability companies with odd names. The names include Dragonsteed LLC, Vermillistock LLC and Rocketbooster LLC. ...... In addition to a small number of professors who are scouts, a separate team of unpaid students at Stanford, Harvard University, Columbia University and other elite colleges is on the lookout for promising ideas and entrepreneurs. ...... “VCs want their brand names on campuses,” says Daniel Liem, who says he was a Sequoia scout while studying computer science at Stanford. “They want to find the next Zuckerberg or Spiegel,” Mr. Liem adds, referring to the founders of Facebook and Snapchat Inc. ...... Sequoia’s scouts usually invest about $30,000 at a time and are given initial access to about $100,000 a year. Mr. Botha says the amount can grow if scouts identify even more hot ideas. ..... For scouts, the appeal is membership in an elite club and free money to make seed investments, which they might not be able to afford. .... Scouts are a “very early warning system, like having a bunch of little satellites installed across the Valley, picking up blips on the radar,” he says.