$0 to $23B/year (Michelin's growth hack)

In 1900 there were fewer than 3,000 cars in France where Michelin brothers manufactured their tires.

They thought:
How do you get car owners to drive more (= increase tire wear).

Idea:
What if we create a guide with a list of exceptional Michelin-starred restaurants?
1. Restaurants fit our wealthy target audience.
2. People get hungry 3 times a day.
3. Exceptional food experiences will motivate car owners to drive long distances.
4. We can advertise our tires for free in this guide.

In 1900 they printed 35,000 copies and gave them away free of charge.

Now:
1. Michelin is a 23.6 billion dollar a year company.
2. And their catalog became the world famous gastronomic guide (over 30 million copies were sold).

Source: en.wikipedia.org


Cheers,
Charlie Patel ;)



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