"SQUADRA is built to exceed the expectations and demands of our customers. Simply put, our mission is to make the best gear and offer the best service. It is time to further our company's personal growth and nurture the development of our own brand," quotes Dan Weatherford, Founder and President.
This company was licensing someone else's brand. Short tutorial on licensing. One company, the licensee, (usually a manufacturer) pays a royalty of say, between 4%-6% to what is called a licensor for the priviledge of selling that particular brandname. For instance, TREK is licensing the name Greg Lemond.(although Lemond can't keep his mouth shut) TREK uses the cycling greats name to sell bikes, Lemond gets a fat check. I tell you what, I saw the deal and alot of it is based on actual bike sales, but Lemond set it up with what is called a 'Minimum Royalty' which says "Even if yu don't sell one bike, you need to give me $180,000 for 10 years!"
Anyway, this company SQUADRA, doesn't want to sell someone else's products anymore, so they threw the lincensor off the boat and decided to go it alone. My only issue is this; why doesn't SQUADRA cut the BS and say what they are really thinking instead of putting out the above quote?! Dan, Mr. President of SQUADRA, your products and customer service aren't gonna be any better than anyone of your competitors and if you think it is, you are only going to frustrate yourself! I am a partner in a company and I know for a fact that it is a good thing to push for great customer service with your employees, but don't think you are fooling the Public with that WEAK press release statement! You could've come up with something a little more original, don't you think?
Let me tell you something else I KNOW you haven't thought of. In the very near future, customer service is going to shift from the 'Front Desk' to the 'Back Office'. All I am encouraging you and your team at Squadra to do is BE YOURSELVES! Take this opportunity as you roll out your own brand, to 'Rollout your own company culture.' There is NOTHING WORSE than something as unoriginal as your press release, I mean, it is right down pathetic. As crazy as this may sound, instead of of saying all of that...well..nothingness...you should have just said "SQUADRA...COMING SOON!" At least this little bit of information as compared to your press release sounds a bit less regurgetated! Or tell the truth;
"SQUADRA has decided that we can not only make better products than Castelli, who was our licensor, but we have taken the last several years, really not given 100% to our Licensor because we have been developing our own brand, picked up and improved on their practices, and will now do what is best for our own company! Why should we keep giving them 4-6% when we can keep it for ourselves and not drag our feet, and give you, OUR FUTURE CUSTOMERS, BETTER PRODUCT."
Hell, at least be real with it. You tell the public what they can expect from you AND you let Castelli know out front "We are going to CRUSH YOU!" You think Castelli doesn't know? Also, how are you going to make 'The Best Gear.' What does that mean? I hope it is manufactured somewhere here in the U.S. baby boy! I have this little old blog, many,many,many readers, no college education to speak of, but one thing I will not be is unoriginal...SQUADRA...these people read my blog, not because it's is a GREAT OR NICE LOOKING website, not because I gave them some 'Line' like you did in your press release, but because I am real! Read some of my posts, check out my language and my flow...All I am asking is, "Now that you are dumping Castelli, who IS SQUADRA?" Communicate this to us, we, your customer want to know.
I also want to save you the effort of saying "Well, you don't know what it is like to launch a company or brand." Sure I do! It is because I do know that I can sit here and write these things. It is because I know the importance of seperating yourself from the pack that I can say these things. It is because I know when you are launching, every word that comes from your mouth Dan can make or break your profitability that I can exhort you to stop the BS!
Mr. President, I understand, even better than your Executive Team,why this time between the break from Castelli and yur launch is SO CRITICAL..You are stepping away from a known quantity and gambling on an unknown brand name, even if it is your own. This isn't merely the next 'Step' for SQUADRA, but it is a 'LEAP' into uncharted territory. A message has to be genuine, not that crap you released to the press. Take a breather and figure out what GENUINE looks like to SQUADRA! Good Luck!
09 January, 2009 Labels: bicycle design, bike, bike community, lincensing, major taylor, squadra Posted by Dale 7:00 AM