Language Selection

English French German Italian Portuguese Spanish

'Virtual brewery' could float on stock exchange

Filed under
Web

A 'virtual brewery' started by former employees of Computer Associates and Red Hat could be listed on the Newcastle Stock Exchange by the end of the year.

Brewtopia, described by former Red Hat employee and now chief executive officer Liam Mulhall as "... a marketing experiment to see if you could bring a product to market that did not exist without spending money on advertising", succeeded by using a strategy Mulhall calls "viral equity".

The scheme sees would-be customers awarded a share in the company if they join its email list, an additional share each time they buy a case of its "Blowfly" beer and another share each time they encourage four friends to join the email list.

The idea has worked so well the company has more than 29,000 members in 29 countries and - fuelled by a web-based custom beer labelling tool that makes it possible for anyone to produce their own brand of beer - sold out of its product last Christmas.

Members of the email list were also polled to design the company's product. "The whole point of the business model was to be a beer company by the people for the people," Mulhall says. "The public built our business. They built and designed the product.

"We always said we would float the business and make the shares worth something. This is the closing of the loop."

The company therefore polled a section of its membership by email earlier this year and 97 per cent of responses approved the idea of the IPO, generating what Mulhall characterises "pledges" of AU$1.5m.

The company will use its float to fund a push into retail sales. "Unless you drop your stuff in a shop people don't believe you are a real company," Mulhall says. "Virtual and viral marketing have given us a great start. Now it's time for the next step."

Source.

More in Tux Machines

Ubuntu Archive Still Free Software

In conclusion there is nothing which restricts people making derivatives of Ubuntu except the trademark, and removing branding is easy. (Even that is unnecessary unless you’re trading which most derivatives don’t, but it’s a sign of good faith to remove it anyway.) Which is why Mark Shuttleworth says “you are fully entitled and encouraged to redistribute .debs and .iso’s”. Lovely. Read more

Xubuntu 15.10 Beta 1 Drops Gnumeric and Abiword in Favor of LibreOffice Writer and Calc

Canonical has announced the release of the first Beta build for Ubuntu 15.10 (Wily Werewolf) opt-in flavors, which include the well-known Xubuntu distribution built around the lightweight Xfce desktop environment. Read more

Technology, the law and you: Open-source software

But “free as in beer” isn’t really the point – huge numbers of corporate open-source users opt for paid commercial versions of open-source projects, for simplicity and support. And then there are all those various licenses that protect the openness of the software – GPL, Apache, Eclipse. But the good news is that, with very few exceptions, there aren’t many legal issues for the average company to worry about. Read more

Today in Techrights