Chapter 4. Logistics (or The Site Isn’t Everything)

WE CARRIED INVENTORY, and we shipped bacon. People didn’t believe us at first, but we did. We stored it in refrigerators inside garages and in our office. We got it from supply centers and direct from the farms. We packed it in ice packs inside insulated cold shields and shipped it via USPS.

We could have used a shipping facility, or found a place that would drop-ship for us, but we didn’t. We figured just selling bacon wasn’t interesting. We wanted to create a brand and a product. And since we weren’t making the bacon, we had to create something else.

So we shipped an experience. A wrapped-in-butcher-paper-goodness experience that people wanted to tell their friends about. An experience that, ...

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