Um exemplo da actuação de David

Um exemplo:

"“We found a void,” Stoffers says. “So we did our research on why bikes are so expensive, and we found it was because of the gears. Adding eight or 30 gears to a bike is costly.”
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The solution: fixed-gear, single-speed bikes, or “fixies,” which have been trendy among city riders for almost a decade. Instead of having a complex multisprocket gear shifter mounted on the back wheel, fixies are rigged like most children’s bikes, with one gear. Sure, single-gear bikes require a little more mustard to propel up hills, but they’re cheaper, more reliable and, if kids and urban hipsters are any indication, more fun than their multigear counterparts." (Moi ici: Existem clientes "overserved" que podem formar um segmento importante?)

"That’s why the Pure Fix boys set out to design the ultimate, budget-friendly fixie. Adding college friend Zach Schau and his computer-whiz brother Jordan to the posse, they mocked up designs for their dream rig, and Stoffers, whose family has import-export experience, worked on finding an overseas manufacturer to make it a reality" (Moi ici: Produto simplificado, mas especial num atributo específico muito valorizado. Depois, não é preciso produzir. Há sempre alguém capaz de produzir. O importante é a concepção e o canal de comunicação com os consumidores - o importante é ser dono da prateleira)

"They hired Andy Abowitz, a former senior executive at Priceline.com, (Moi ici: Importante o recurso a quem tenha capacidade de gestão) as president and began selling their bikes nationwide, using their own distribution system, which kept costs remarkably low. “Usually with bicycles there’s a distribution chain, with large companies purchasing from manufacturers and selling to distributors,” Schau explains. “By acting as our own distributor and supplier, we’re able to have an affordable product right off the bat.”" (Moi ici: Este é o tempo de testar novos modelos de negócio, de testar novos canais de distribuição, de tirar partido dos portugueses espalhados pela Europa como facilitadores para chegar a prateleiras na UE)

"he guys cite their small stature and super-lean operation as prime advantages. “Because we’re smaller, we’re able to innovate faster. We can switch our manufacturing process and come out with something new almost immediately,” Schau says, pointing to recent innovations like frames for kids and a fixed-gear “trick” bike." (Moi ici: Seguir a via de David, apostar no que proporciona rapidez, flexibilidade, vantagem)

Trechos retirados de "How a Group of Friends Made a Dent in the $6 Billion Bike Industry"