Iintlobo zakudala uthumele into ebonakala ngathi ithande ileta evulekileyo egweba etyhola omnye wabakhuphisana naye ngokuzama ukuphazamisa abatyali mali. Besisoloko sibamba iintlanganiso ezinkulu kunye nabacebisi kunye nabatyali mali abanokubakho mva nje, u-Andrew Specov owayengusomashishini wase-Classic wabhala. Yiyo loo nto simangalisiwe kukuva ukuba umntu ubabalisela, 'hey..Qiniseka ukuba uyalazi ibali elipheleleyo ngasemva kweClassic Specs (wink).'
Ngubani onokufuna ukusasaza amarhe malunga neClassic Specs, ethengisa iiglasi zayo ezinesitayile eBrooklyn Flea kwaye inikele ngenxalenye yemali yayo kwisisa? Ukuthengisa kwethu kuyaqhubeka nokukhula ngenxa yokuba sinemveliso entle ethandwa ngabantu (kwaye siyasihambisa ngesandla ukuba ukufuphi) kwaye ngenxa yokuba sinenja enomtsalane njengemascot, uMnu.Lipovsky wabhala kwileta evuselelayo, eyayifaka umfanekiso Yale pooch.
Umnumzana Lipovsky urhanela ukuba umhlebi UWarby Parker Iiglasi zamehlo e-vendor, darling darling kunye nemvakalelo yabathengi, eyenzeka kananjalo ukuba isekwe eNew York. Ngoba? Kuba uWarby omkhulu kakhulu wayezama ukuvala i-Classic ngaphambili, watyhola.
Ibali lalibonakala linayo yonke into: ikopi, ukhuphiswano olungalunganga, kunye nabangaphantsi kweenja, kwaye ladubula laya phezulu Iindaba eziHacker izolo ntambama, kuqokelelwe amanqaku okugqibela angama-169 kunye nezimvo ezingama-71. Umlo weHipster, wabhala omnye umgqabazi. Yonke le nto indonwabisa kakhulu ukuba ndinayo i-LASIK kwiminyaka embalwa edlulileyo, yatsho enye.
Kodwa yintoni kanye kanye le yenkomo?
Umva
IiClassic zakudala ezisungulwe ngo-Okthobha, 2010, kwiinyanga ezisibhozo emva koWarby Parker, enewebhusayithi efanayo ngokumangalisayo kwayeIsindululo esifanayo, nangona iiClassic zakudala zitshintshe uyilo lwazo. Kwimveliso yezigidigidi ezingama-20 zeshishini ezilawulwa ngumdlali omnye (iLuxxotica Group, ephethe iLenscrafters, iSunglass Hut, iPearle Vision, njl njl.) Kunye neempawu ezinje ngeChanel, Prada, Ralph Lauren), ezi zinto zokuqala zenza ukuphola, izakhelo zakudala kwaye uzithengise kwi-Intanethi. Bobabini bayakuvumela ukuba uzame ngaphambi kokuba uthenge, kwaye banikela ngemali kwisisa.
UWarby Parker, nangona kunjalo, une-13.5 yezigidi zeedola kwinkxaso-mali evela kumashishini afana ne-SV Angel, iLerer Ventures, kunye ne-Thrive Capital * kunye ne-brand yesizwe.
I-Classic Specs, esingazange sive ngayo kude kube izolo, ikwinkqubo yokuzama ukunyusa inkxaso-mali.
Ukuqina kwakuphezulu kwasekuqaleni.
Kwiposi, umseki we-Classic Specs u-Andrew Lipovsky watyhola uWarby Parker (1) ngokuzama ukoyikisa inkampani yakhe ukuba ingabikho ngokukhupha ileta yokuyekisa nokuyeka ethi ukophula umthetho ngokungekho semthethweni kwiintsuku nje ezimbini emva kokuba ii-Classic Specs zisungule i-beta; kwaye (2) xa oko kungaphumelelanga, i-badmouthing Classic Specs kubatyali mali abanokubakho kunye nabacebisi.
Awuyiyo inkampani yokuqala emhlabeni ukuthengisa iiglasi zamehlo (ngaphandle kweintanethi okanye kwi-Intanethi), wabhala uMnu Lipovsky, ofumana i-acerbic engakumbi apho. (Uphelisa, umzekelo, ngokutyhila ukuba uthumele ibhokisi engenanto kunye nenqaku elinesithukuthezi kumfazi womnye wabaseki baseWarby Parker xa wayezama ukwenza iodolo.)
Umthombo osondeleyo kuWarby Parker, ngokwendalo, unebali elahlukileyo kakhulu ukuxelela.
Ukuchola kwiNxeba eziDala
Kwinguqu yeziganeko zika-Mnu. Lipovsky, ileta ka-Warby Parker ka-2010 yokuyeka kunye nokushiya-ethi i-Classic Specs ikope ngabom kwaye ngabom inxenye ebalulekileyo yewebhusayithi yeWarby Parker kwaye ngokuthengisa iimpahla ezifanayo (okt iiglasi zamehlo kunye nezakhelo) akukho semthethweni Ukuziqhelanisa neshishini-kukugqithisa, ukuyibeka kancinci.
UWarby uthumele le leta ngoLwesihlanu. NgoMvulo olandelayo, uMnumzana uLipovsky uxelele uBetabeat, wathetha emnxebeni nabasunguli beWarby Parker uNeil Blumenthal noDavid Gilboa. Bathe ngamagama amaninzi 'Thatha indawo, unikezele yonke into yakho, unikezele ngayo yonke inzuzo yakho kwaye uvale ishishini, utshilo uMnu. Lipovsky.
Nangona engakhange ayikhankanye le nto kule posi, kamva waxelela iBetabeat nge-imeyile, kuba sasingazi ukuba bazakwenza ntoni ngokulandelayo, ngoMvulo umhla we-18, sayithatha okwethutyana indawo sayenza utshintsho ngobuninzi bolumkiso ( besingenayo inkxaso-mali yangaphandle kwaye besingenakukwazi ukuhlawula naluphi na uhlobo lomlo osemthethweni we -.... kwakhona, ibiyiveki yethu yokuqala kwishishini). Ngokukhawuleza nje ukuba siqeshe igqwetha lethu, into yokuqala awathi masiyenze yayikukubuyisela indawo kwakhona kuba ngokuqinisekileyo sasilungile. Emva kosuku okanye mhlawumbi ezimbini isiza sibuyele umva.
Ukusukela ngoko, utshilo uMnu. Lipovsky, khange eve kuWarby Parker okanye igqwetha lakhe lezomthetho. Kodwa ukrokrela ukuba uqalise ngasemva ngamarhe okusasazeka kwizangqa ezincinane zotyalo-mali eNew York malunga neClassic Specs. Emva kokuba sibanikile amaxwebhu, [abakhoyo] abatyali mali ngokwenene baba nomsindo [ngakuWarby Parker] malunga nayo yonke le meko, utshilo uMnu. Lipovsky, ongavumanga ukubiza abatyali mali. Igama abanye babo abalisebenzisileyo 'lalibuhlungu.'
Umncintiswano okanye uCopycat?
UWarby Parker walile ukuphawula. Nangona kunjalo umthombo osondeleyo kwinkampani ethethe neBetabeat izolo phantsi kwemeko yokungachazwa inikezele ngolunye uhlobo lweziganeko. Umnumzana uLipovsky wayengomnye wabathengi bokuqala bakaWarby Parker, wade waya kufikelela kwi-imeyile abasunguli bayo ukuba bayincome le nkonzo.
Kodwa xa i-Classic Specs yaphehlelelwa, umthombo wanyanzelisa, uMnu.Lipovsky wakopa iinxalenye ezithile kunye nokujongeka kunye nokuziva kwewebhusayithi, eyayingunobangela weleta yokumisa kunye nokushiya. Amabango kule leta yokuyeka kunye nokushiya ayinanto yakwenza nokukopa imodeli yeshishini likaWarby Parker, utshilo umthombo.
Ulwimi lwalukhutshelwa kwiimeko ezininzi iitatimenti, yayingenguye nomnxeba osondeleyo, yayiyinto efanayo, utshilo umthombo, osithumelele izilayidi zokuthelekisa kwesi sithuba.
Ke kutheni uWarby Parker engayi phambili nebango lokophula umthetho ukuba i-Classic Specs ayithathanga indawo yayo? Umthombo uthi kuba nje ukuba iwebhusayithi ibuyele kwiveki elandelayo, Baye batshintsha igama elinye kwisivakalisi ngasinye sekopi yabo, enokuthi ukuba uyazibuza kuya kwenza kube nzima ukwenza ulwaphulo-mthetho. Babuye bayibuyisela imali kubo bonke abathengi babo. Ukuba iiClassic zakudala azange zenze nanye imali ngaphandle kweemveliso, umthombo uphawulile, ityala lilahlekelwa ngumgangatho. UWarby usungule njengophawu olupholileyo nolutsha, utshilo umthombo. Unokuhlawula i-95 yeedola kwaye kwenzeka ukuba unentlalontle elungileyo iqhagamshelwe kuyo. Xa beqalisa, kwakungekho mntu wumbi owayefana nabo kwisithuba. Ukuba usungula inkampani kwaye ubeke igazi lakho, ukubila kunye neenyembezi, kuyo kwaye inkampani ikopa lonke ulwimi kunye nayo yonke loo nto, unyanzelekile ukuba usabele. UDavide nxamnye noGoliyati Umnumzana Lipovsky uphendule kula mabango nge-imeyile. UWarby uxelele abantu abaliqela ukuba sivumelane ngemigqaliselo yabo kwaye sahlala… andikhumbuli amazwi am ngqo, kodwa ibiyindlela eyahlukileyo engenandlela (ayibonakali ngathi kukuhlala kum), ubhale wongeza, e kwangelo xesha linye sayithatha le ndawo, sabuyisela imali kubathengi ababebeke iiodolo kuthi. Kwakungabantu abali-9 kuphela, kwaye kuba inkonzo yabathengi ibaluleke kakhulu kuthi, sabathumela i-imeyile kwaye sabazisa ukuba sibuyisela imali yabo kuba sasingafuni ukuba babuyele kwisiza esasifumaneke okwethutyana. Ewe kunjalo, sisabathumela imveliso abayi-odoleyo. Sizibhale kwakhona izivakalisi nokuba sitshintsha isigwebo sonke okanye igama nje ngokuxhomekeke kwimeko, wongeze watsho uMnu. Ezinye izinto asitshintshanga konke konke-ezo yimigaqo esemgangathweni yomzi-mveliso ngendlela othetha ngayo ngezinto ezithile kwi-optics. Ngokuqinisekileyo yayingelilo ukutshintsha igama elinye kwisivakalisi ngasinye. . . Sasisoyika nje kuba le yayiyiveki yethu yokuqala kwishishini kwaye safumana le leta isoyikisayo izama ukusingcungcuthekisa. Kungenxa yokuba babhala ukuba kwi-imeyile kuthi akuthethi ukuba sivumelene neliphi na ixesha. Bebezama ukukhawulezisa oko kuthi ngokukhawuleza kangangoko banako kuba bayazi ukuba asikabinalo igqwetha kwaye banethemba lokuba sizakusayina ngokusisidenge ngomhla wabo wokugqibela. Ayisiyiyo Kuphela Ithambo lokugqibela lempikiswano phakathi kwaba babini? Ngelixa uWarby Parker wayephume ngaphandle echitha i-Classic Specs, uMnu.Lipovsky uxela-ebanga ukuba ukuqala okuncinci akunikeli ngoncedo, phakathi kwezinye izinto-akukho mntu ukhankanye ukuba uWarby Parker ngokwakhe watyholwa ngokuba ngumkopishi. Kwileta evulekileyo eya kuWarby Parker eposwe izolo, uMnu. Wongeze lo mbono ulumayo: Kukhangeleka ngathi uWarby Parker uvumile kwisenzo esigwenxa kwaye wazinza kwityala elinye elikhankanyiweyo… ingaba ndilungile? Mna andikaze ndizibone ezi nkcukacha nakuliphi inqaku elininzi malunga noWarby Parker, kwaye ngokuqinisekileyo kubonakala ngathi kushiywe ngaphandle kwi-wink wink nudge nudge ephefumlele le leta kwasekuqaleni. Umthombo osondeleyo kuWarby Parker, nangona kunjalo, uxelele uBetabeat ukuba ijaji iyazichitha izityholo zokunyhashwa kwamalungelo obunini ngokukhetha, isithi i-Classic Specs ibibambe iindiza ukuzama ukujongela phantsi uphawu lukaWarby Parker. Uhlaziyo: Ngelixa ukugxothwa kwejaji kwamatyala okophula umthetho kungumntu wonke, iSalt Optics yafaka isimiselo esidibeneyo sokulahla ityala, yiyo loo nto nasiphi na isivumelwano esinokubakho esinxulumene nezinye izityholo kwityala, kubandakanya Ukophulwa kwemithetho yokunxiba, ukhuphiswano olungenabulungisa, kunye nokusetyenziswa gwenxa komthetho oqhelekileyo ayifumaneki esidlangalaleni. Nangona kunjalo, saxelelwa ukuba i-Salt Optics ivumile ukuba ichithe onke amabango ezorhwebo kunye nomkhethe. Njengoko besikhe sayichaza ngaphambili, ikopi yenzeka rhoqo kwi-Intanethi (kwaye ukuzama ukuyisikwaza kunokuba nokubi Isiphumo seStreisand ). Sithambekele ekuboneni ukuthathwa okufanayo neHacker News commenter vm, eyabhala, Iinkampani ezininzi zikopa uWarby Parker. UWarby wayengowokuqala kwaye ubuncinci ezinye iinkampani ezine zikope, ezantsi kumyalezo wentengiso, uphawu kunye neemveliso. . . Isifundo? Ukutsala iesile xa sele ufumene imveliso yentengiso.
