One of the key pieces of advice I give to aspiring entrepreneurs is to ensure they have a recognisable unique selling point (USP to use the jargon).
Often this involves finding a niche which has yet to be explored commercially. Sometimes this can be a niche within a niche. If the topic is truly unique and even better controversial, this will help to generate interest from potential customers and the press.
An example would be the coffee my brother kindly bought me back from Indonesia. Wild Kopi Luwak is apparently the world’s most expensive and low-production coffee. It is made from the beans of coffee berries eaten by the Asian Palm Civet.
According to Wikipedia, in its stomach, proteolytic enzymes seep into the beans, making shorter peptides and more free amino acids. Passing through a civet’s intestines the beans are then defecated, keeping their shape. After gathering, thorough washing, sun drying, light roasting and brewing, these beans yield an aromatic coffee with much less bitterness.
Not every coffee drinker will aspire to drink something which has been source from animal excreta. However, I can confirm that this coffee is definitely not ‘shit’, and has one of the smoothest tastes I have ever sampled.
Peter Dominiczak from the Evening Standard tasting Baby Gaga
A more extreme example would be Baby Gaga ice cream at a mind-bending £14 a go.
The Icecreamists have been at it again (Sex sells – but call it Maturialism for now), and this time they have scored a hat-trick, with extreme high price, and combining amazing taste and amazingly bad taste in one product.
Their unique selling point? The ice cream is made from fresh human breast milk. The contributors of the milk are paid £15 for every 10 ounces they provide, and apparently are queuing up to meet the demand.
The Evening Standard sent intrepid reporter Peter Dominczak along to try out the controversial new ice cream.
‘I have never been less excited by the thought of ice cream on a sunny day. I am served by a woman imitating Lady Gaga who pours the breast milk into a metal top hat before pouring liquid nitrogen over it. I am provided with a shot of Calpol – apparently to assist with any brain freezes – and some Bonjela for any issues with sensitive teeth. Even with two biscuits, I’m not sure it warrants the £14 price tag. But it tastes fantastic. Light and creamy with just enough of a vanilla tinge. I am told breast milk tastes like overly-sweet skimmed milk, but this ice cream tastes better than almost any I’ve had before. Despite the issues I have with drinking the contents of a stranger’s breast this might catch on.’
The Daily Mail also got excited about the story, One from the chest freezer: Restaurant sells breast milk ice cream
Company founder Matt O'Connor, 44, and the Lady Gaga waitress in the central London store - Source - Daily Mail - http://www.dailymail.co.uk
Update – 1 March 2011
Perhaps I shouldn’t be surprised that this story is set to run and run. Today’s update in the Evening Standard was, Breast milk ice cream seized for safety tests. Westminster Council staff took the Baby Gaga flavour at and sent it away to test for viral infections, after complaints.
The original story in the Standard has attracted quite a few comments, some positive, some negative, and some just silly.
My favourite so far is from MS in London who says;
Not very good marketing for the company. Next time I go to Covent Garden, I’ll make sure I don’t buy any icecream from this business (breastmilk or not).