First Sip Brew Box’s subscription model gives them a lot of flexibility in terms of pushing shared values. It’s evident that they care for small businesses, primarily ones owned by minority, female, and veteran entrepreneurs. In most cases when people are given a choice about what products to consume, they won’t make that decision based on the desire to support a variety of social missions. People like what they like, they like what’s affordable, they like what they know about (this is important, as it touches upon irrational decision making), and they don’t care for a lot of great products in the world.
First Sip Brew Box is helping to remedy that, by making products from particular businesses directly available to the average person. It does the heavy lifting of charting the socially-minded course, and it creates a simple connection between producers and consumers. This is made especially feasible by the fact that consumers pay for random products every month, rather than paying for the same product every time. They know roughly what they’re getting, but it doesn’t matter to them that it always be the same bottle and brand of shampoo. The subscription model helps First Sip Brew Box engage its buyers with its social missions.
However, a limitation of the subscription model is that it poses a risk in the sense that a customer might receive a shipment of items one month that they really don’t like. The benefit to having a single product that a customer can repeatedly buy is that it’s certain that you are selling what they want. But the subscription model, with monthly variation, can be a hit or miss, and this can put off customers from purchasing again.
An opportunity for First Sip Brew Box could be that, through its dedication to minority-, women-, and veteran-owned businesses, it can grow within the community alongside the success of those other companies. As everyone who shares in these values expands and spreads their mission, they each will benefit. It has the potential to be reciprocal.
A challenge, on the other hand, could be navigating the potential struggles imposed by this interdependency on the other organizations. If a business with a particular social focus closes down, it would be out of line with First Sip Brew Box’s values to simply turn around to a major commercial supplier of similar products. They would need to work hard to either support their struggling partner or find a new business that can provide the same products and is mutually invested in the same goals.
I’m interested in both Finance and Marketing. I’ll briefly touch upon how I might be able to engage Marketing in an internship with an organization like First Sip Brew Box. I would really push the company’s value-driven mission. I would try to have that message integrated into the local school systems (beer might be a bit of an obstacle along that path), local sports teams sponsorships, and sponsoring corporate events like holiday parties. This would all contribute to a much better-informed and invested community.