Sir Richard Branson has done rather well out of branded entrepreneurship, so I don’t think its such a bad model to follow. In Losing My Virginity (Amazon clicky), he talks about this in great detail, but for the sake of copyright infringement, the general gist is thus:
- Virgin put up the finance & branding for a new venture; and
- someone else puts in the effort (and possibly some funding) to get the product launched.
The SmarterGroup will replicate this, through its main trading activity: providing support and funding to young entrepreneurs.
Branded entrepreneurship also works in house, i.e. you get an employee of an existing business to run a new operation, backed with the finance and brand of the parent company. With the birth of my first child and some rather startling realisations about the associated costs, I’ve decided to go on an all out offensive throughout 2009 in an effort to ramp up the Smarter brand.
Over the past week, I have set-up holding pages for each of the following trading names:
SmarterGroup | Encounters of an Entrepreneur | SmarterGroup blog
SmarterHotels | SmarterHotels blog
SmarterHolidays | SmarterHolidays blog
SmarterCareers | SmarterCareers blog
SmarterStaff | SmarterStaff blog
SmarterBrands | SmarterBrands blog
SmarterNights | SmarterNights blog
DeliveryDan | DeliveryDan blog
For the time being, these are just basic directories, however traffic to each of the sites will be monitored closely. The best performers will be given the Smarter look and feel, as per SmarterHousing, early in 2009, and rolled out as fully functional businesses soon after.
Posted by Adam Arnold
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