Entrepreneurship makes it possible: Buying more cheaply without marketing costs?

Saturday was “Masterclass time” again: the entrepreneurship group at the University of Berlin—online, of course—and I was right in the middle of it. 😄

Here is an excellent keynote by the initiator, Professor Faltin.

This time, the discussion centred on a rather unusual question:

How can a “one-armed monk” become a judo world champion—in other words, how can a business become virtually unassailable?

Translated into business terms: How can a company become so robust that external attacks largely miss their target?

One route involves price, quality, genuine transparency and certification—and perhaps another fairly radical idea: simply leaving out the central element of many businesses, namely marketing.

Could a company eliminate the entire conventional marketing apparatus—advertising, campaigns, marketing teams and so on—and pass the savings directly on to customers?

I increasingly believe the answer is yes.

Imagine a community that regularly buys certain products that are often expensive. These products could be purchased centrally, in large quantities and on excellent terms—for example by us—and then made available to the community through the new auteniQ website, without blogs, Google Ads, Amazon or expensive campaigns.

In short: good products and excellent prices, with everything else stripped away.

Would you participate in such a model? Even more importantly, which products would you choose? What do you buy repeatedly and want to obtain permanently at a lower price if the entire marketing overhead were removed?

I am currently thinking about more unusual products such as organic pistachio cream or almond butter, which I eat on bread instead of butter every day.

There is still room on the website for your products and ideas. You may be a solar community, but solar enthusiasts also enjoy good food and drink—and like saving money, don’t they?

Write to me:

Alexander
a.kaub@auteniQ.de

P.S. The “Q” stands for “quality”. 😄