Chat with AI
Entrepreneurial Small Business 4th Edition by Jerome Katz ,Richard Green
Edition 4ISBN: 978-0078029424Entrepreneurial Small Business 4th Edition by Jerome Katz ,Richard Green
Edition 4ISBN: 978-0078029424 Exercise 8
SCENTED CANDLES FOR MEN
It was such an obvious idea, a kid could think of it-and did. Imagine scented candles but with scents that would appeal to men Instead of strawberries or roses or vanilla how about fresh-cut grass, or bourbon and coke, or a tailgate party
It turns out that a 13-year-old Marysville, Ohio, boy named Hart Main came up with the idea in 2010 when the scented candles his sister was selling as a school fundraiser turned him off. He wondered why there weren't smells he liked. So with scents like cut grass and a new mitt, he got into the business. With a YouTube video and a website, he went live, and even a bit viral, in 2011.
A few hundred miles away, Johnson Bailey was in the second year of operating his company, The Original Man Candle. He came up with the idea while trying to think of an unusual present to give his dad. His first scent was Football, a leathery scent. A student at Oklahoma State, he built a business plan, won the campus competition, and even was a finalist on the TV program Shark Tank but didn't win an investment.
Unaware of each other, these student entrepreneurs were also unaware of the competition already out there. Mandles had already started in southeastern Michigan with scents like Bass Killer, inspired by freshwater and freshly caught fish, and The Slab, because everyone loves
bacon, while California's ManScents has fragrances like Draft Style with a root beer smell or Smoke and Grill for that barbecue experience.
With all of these firms looking to grow their markets, the giant of the industry, Yankee Candle, watched and in 2012 nationally launched its first scent aimed at men: Man Town, which was inspired by a "man cave" with a mix of spices, woods, and musk. By this point, The Original Man Candle's website is offline, but the other competitors who created the industry are still in there pitching.
How could Yankee Candle's getting into the business actually help the smaller competitors
It was such an obvious idea, a kid could think of it-and did. Imagine scented candles but with scents that would appeal to men Instead of strawberries or roses or vanilla how about fresh-cut grass, or bourbon and coke, or a tailgate party
It turns out that a 13-year-old Marysville, Ohio, boy named Hart Main came up with the idea in 2010 when the scented candles his sister was selling as a school fundraiser turned him off. He wondered why there weren't smells he liked. So with scents like cut grass and a new mitt, he got into the business. With a YouTube video and a website, he went live, and even a bit viral, in 2011.
A few hundred miles away, Johnson Bailey was in the second year of operating his company, The Original Man Candle. He came up with the idea while trying to think of an unusual present to give his dad. His first scent was Football, a leathery scent. A student at Oklahoma State, he built a business plan, won the campus competition, and even was a finalist on the TV program Shark Tank but didn't win an investment.
Unaware of each other, these student entrepreneurs were also unaware of the competition already out there. Mandles had already started in southeastern Michigan with scents like Bass Killer, inspired by freshwater and freshly caught fish, and The Slab, because everyone loves
bacon, while California's ManScents has fragrances like Draft Style with a root beer smell or Smoke and Grill for that barbecue experience.
With all of these firms looking to grow their markets, the giant of the industry, Yankee Candle, watched and in 2012 nationally launched its first scent aimed at men: Man Town, which was inspired by a "man cave" with a mix of spices, woods, and musk. By this point, The Original Man Candle's website is offline, but the other competitors who created the industry are still in there pitching.
How could Yankee Candle's getting into the business actually help the smaller competitors
Explanation
Verified
Verified
SCENTED CANDLES
The small businesses ca...
Entrepreneurial Small Business 4th Edition by Jerome Katz ,Richard Green
Why don’t you like this exercise?
Other Minimum 8 character and maximum 255 character
Character 255
