How Blue Apron Lost $1 Billion in Value! - A Case Study for Entrepreneurs
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- Опубліковано 4 чер 2024
- In this weeks case study, The Biz Doc discusses How Blue Apron Lost 1 Billion in Value (DAMN!).
Sprinters train carefully to perfect their form in order to win and set world records - they don't try to pole-vault.
So why do CEOs and businesses jump into seemingly related lanes and justify it by saying, "Hey, it's all track and field?
Well, Blue Apron just tried to pole vault. It's is tanking and it's only going to get worse. Here's my case study explaining it.
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Blue Apron: Blue Apron Inc. is an ingredient-and-recipe meal kit service. It exclusively operates in the United States.
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I have no idea why in the world UA-cam recommended this video to me, as I don't have any history in topics such as this. But man... am I glad it did. This was surprisingly interesting, entertaining, and informative. Good show.
+StaticImage - I appreciate your kind words! Thanks for watching! - Tom
StaticImage the algorithm is getting smarter.
Same XD
I rarely watch Business/Entrepreneur videos XD
+StaticImage - Appreciate those kind words!!! Thanks - Tom
same for me! but super well explained and engaging video!
There are lots of kids in college who paid good money for that same lecture we just heard. EXCELLENT.
Liberty Loving Libertarian what joke of a college are you thinking of? I mean he’s really liberating community college level curricula but yeah sign me up for harvard any day.
If you think this is a uni lecture you must be pretty dumb
"I'm not a pedophile, but..."
@@sunnohh maybe not Harvard but a hell of a lot better than some of my community and even 4 year professors.
Always enjoy these case studies - thank you !!
+Growing Forever We appreciate that you are watching Thanks - Tom
Growing Forever - Yes I agree. This guy is very good.
i guess it's quite off topic but do anybody know of a good place to watch newly released tv shows online?
@Jake Kyler i would suggest FlixZone. You can find it by googling =)
Can you do a case study on Dollar Shave Club? Their marketing strategies and growth?
+Belligerent - I love this idea and I had the opportunity to meet with their CEO and founder a few years back. Thanks - Tom
Or make a comparison with the dollar shave club.
Duh I meant the dollar beard club. Sorry!
Valuetainment doesn't amazon sell their own brand of shavers these days?
I kept waiting for him to say that "in the beginning the growth was so exponential was because people were signed up for weekly deliveries who really didn't know if they wanted it." so they were showing potential growth from these people who paid for a years commitment before knowing if they like it.
They advertise on podcasts like crazy. You can't listen to a podcast without hearing about Blue Apron. The script is the same too. "I can't even pronounce the names of these ingredients!" Ugh.
+Miller Brummett - You are correct. That marketing ain’t working for them! Thanks - Tom
Miller Brummett
I've never seen/heard a Blue Apron ad. I'm not their target market so they or their ad agency are getting that right.
You left out the part about how they sold themselves to VC's as a tech company in that wave of "nanny apps" that were meant to replace the helicopter moms... Uber/Lyft/Flywheel, HomeJoy, Postmates, TaskRabbit, etc created the milieu of services ordered via app. They were all basically just "me too" businesses that capitalized on the shift from web to app. I doubt Blue Apron ever really got a handle on their core business and just got good at telling people (VC's, Regulators, Analysts, etc) whatever was trendy at the time. It's no wonder their marketing costs went up because they kept changing their story and their value proposition to potential customers. Even before Amazon/Whole Foods happened, they had several other "dinner in a box" competitors in the premium as well as at the 'fresh' categories that threatened to squeeze them out of the sprinter's lane. To continue with your analogy, Blue Apron tried to play it off like they were never sprinting but running hurdles before the post-IPO shift to pole vaulting.
+Quartknee K - beautiful explanation! Thanks Tom
It's taking a while, but it appears this tech overvaluation of mundane operations is finally cleaning up.
Food is something that inventory has to be carefully managed because it expires but everyone needs it so there is demand. Thanks for going back in-depth in your case studies Tom.
+Mitchell Smith - Hi Mitchell, great to see you here every week. You always make very intelligent observant comments. I really appreciate seeing you here. You're absolutely correct - if you're going to get in the food delivery business and get up against Amazon, you better know what you're doing. Thanks - Tom
One could argue that things panned out exactly how they wanted it to.
The ipo was the exit plan for the initial investors, and I'm quite sure the two matts and one elia got themselves a nice slice of the pie as well. It doesn't really matter to them at this point what happens to Blue Apron: everyone who were there at the begining now got what they wanted, the only losers will be the share holders who are left holding onto the shares of a company that looks set to continue to dwindle in value.
Like it or hate it, that's how things work right now: start a company, grow it, use growth figures to raise cash, use said cash to further feed the growth to raise even more cash later, look for a chance to exit before the whole thing collapses under its own weight. That's the script that many of these new fangled "tech" companies have been following for the last decade.
In a way, you could even say that all they're doing is applying the underlying idea of ponzi schemes in a different and more legally and morally acceptable way
+Val Kueh - I appreciate your comments and I happen to agree with you most of the time. There are exceptions where the team is dedicated to run a quality company. Blue Apron does not look like one of them. Thanks - Tom
I can sniff 'one step above ponzi scheme' startup across the pond.
Agreed, except where you said it's "morally acceptable"
Better than any business school class..
+Rick Peterson I deeply appreciate that comment as well. Even more so because I actually teach strategy, marketing and negotiation at business schools and often I look around at the other classes and wonder what the students are really paying for. Thanks - Tom
Well I'm glad I found this channel. I start from the bottom but I negotiated a 20 bucks an hours job and a bag of weed from a random dude in the park... just by being cool and starting to seriously discuss with him instead of brushing him off as some weirdo.
30 minutes down the road the guy says : "OK great ideas and all do you have income streams do you need income?" "well... I do need a dayjob.." "OK see you wednesday if you want to wok for the government doing nothing it pays 20 bucks an hour 10 hours a day. Plus free weed, cause I like you."
Fuck mate I got lucky. xD
Rick, this isn't in a position to be labeled as better than a biz school class, this is highly complementary to teaching the fundamentals of business and economics. The purchasing of the ranch is literally one of the dumbest things they could have done given all variables in play.
I've tried 20 different boxes and liked Blue Apron the most for years. It taught me Chef's techniques and more. It was the best for a long time, but now there are so many competitors flooding the market, taking away from their market share. Blue Apron teaches you a lot about the food, prep, and how to build flavor or sauces and to feel like you go from cook to chef as you learn these difficult recipes that take an hour or more.. Now I like to eat more vegetarian and Vegan and blue apron does not offer diverse enough recipes compared to all organic Green Chef who has a vegan option. Their vegan option has so much color, nutrition and flavor I haven't ordered a blue apron box in a long time. Although the recipe's are better for vegan, they don't teach you anything on building flavors, because half of it is prepped and chopped.. Blue Apron, teaches you how to make plates you pay $20.00+ for at a restaurant and conquer new vegetables that you never thought you could cook or know how to cut. Its too bad they aren't watching their competition close enough to see they are beating them on some key points, Flavor, price, options, and speed of cook time.
Did you never give a shot of all the trash you created during that time?
Your presentation style is one of the best I have ever watched. I enjoy your Case Studies and learn so much that helps me every day in running my small start-up company. Thank you.
Thank you for doing all these case study. Very informative.
Great Channel, love the information, just subscribed
Very educational! He take a case study, explains it clearly, and shows how it relates to broader principals that any entrepreneur can learn from. THANKS!
I'm really liking your videos.
This whole company (situation) just makes me think of a classic pump and dump operation. Three guys decide to sell expensive meals in a box to people that are too lazy or time constrained to go to the store to buy their own ingredients but have enough energy and time to prepare the meal. They start putting out flashy commercials with the strumming guitars and smooth voices that sell the idea of it being the latest and greatest thing that the hip and cool people are doing. Hey, you can get a gourmet meal in a box delivered to your door that you can say you made yourself! And of course with the controlling of so many by the power of commercials it takes off. That catches the eyes of the investment crowd, in comes the venture capitalist who feed in money and help build up the hype. When it approaches the boiling point they announce they're going public. Yes, now all you regular people can get in on the action if you like, invest, invest, invest! The venture capitalist gladly sell everything they can, walking away with their investment plus gains, while all the regular people (suckers) get left holding the bag, stocks in a company that is on the way down.
If Wall Street, the investment crowd, and the get rich as quick and easy as you can mentality wasn't such a disaster to real business, our economy, and country, it would be hilarious. Instead, there are a whole lot of people that should be visiting the inside of a jail cell for a nice long stay. And the only reason so much of what has been going on in the investment world for the last 40 years is legal is because our government is bought, owned, and controlled by the same people committing the crimes. It didn't used to be legal for a company to buy back it's own stock, now it's a regular occurrence. Since the tax cuts a whole lot of those big corporations that were supposed to use the money to create new jobs and invest back into the businesses has been instead buying back their own stock. The CEO, the executives pay, and investors returns are tied to stock value, buy back the stocks, which pumps up the stock value, and cha ching, more easy money for them to put in their bank accounts. It doesn't get anymore crooked and corrupt as that, but oh yeah, it's all legal now.
love your videos! keep up!!
Please never stop making such valuable vedios
Thank you
Tom Ellsworth
What you do is quite different from Patrick. Wonder why you don't have a separate channel devoted to dissecting business successes and failures? Love your videos.
I love these case studies videos
Another Great Video Tom you are legend!!!
+Aftechs Limited HA! I appreciate that! Thanks - Tom
Hi Patrick enjoy learning from you and thank you for sharing.
i am inspired and want to learn to sell please what do you recommend?
Wonderful Analysis!!!
first video and I am hooked!, thanks
+Keith McGlon Thank you sir!! Thanks Tom
Thanks this will stick with me. Make companies compete instead of trying to do it yourself. Thanks Tom
+Chris LeJune - Thanks - Tom
Chris LeJune really good tidbit to pull. Sadly I forgot this one myself. Gotta make it happen.
Chris Martin Are you in business for yourself? What do you specialize in?
Indeed I am. I specialize in the food and beverage industry.
Chris Martin That's what I am wanting to get into. I want to start in cajun food restaurant. Working on start up money now.
Pefect episode!
Great point on the master your craft before doing anything.
Hi, biz doc. Great continent as usual. Thank you for everything.
Please consider a case study on Embraer! As a brazilian, would be interesting to see a deeper analysis of its global reach by an outsider. It's part of a very minute set of homegrown companies that enjoyed any success in the international market. Great channel by the way, just discovered it today! Andre
Love it!
Best channel yet
You need your own channel. You are a diamond in the cesspool that is Valuetainment.
Great job !!
+Manuel Ibarra - Always great to see you here! Thanks - Tom
short answer: Amazon
+Edward Tay that's pretty close to accurate. But, they could've done a better job carving out a niche for themselves so they would be ready to fight Amazon who is a very broad company. Thanks, Tom
Long answer: "Amazon" but for fifteen minutes.
Clearly you just wasted fifteen minutes. If Blue Apron has perfected their business model and adjusted their growth as time went on they would be worth over 2 billion today or been acquired by amazon or etc for several billion dollars instead of being now a model people use to learn from as they watch it die.
Yeah, just what everyone needs, Amazon to get bigger than they already are. Jeff Bezos isn't obscenely wealthy enough.
I used to look at the kings and queens, royalty of the past, and wonder how they ever managed to stay in power considering how awful so many of them treated their subjects. Looking at the way so many people act today kissing up to people like Jeff Bezos, Bill Gates, Warren Buffett, the late Steve Jobs, etc., etc., it's pretty clear to see how they did so. Pathetically, in the year 2018, human beings still haven't learned from the past. And to think the United States of America was supposedly founded on breaking away from that worshiping of wealthy royalty. As a nation, we've certainly been driven backwards by the wealthy powers that be. Good old commercialization, if you control the means of communication you can sell and lead the public whichever way you desire.
i love you, Doc. amazing professor
Fantastic Content!
+ontario39212 Thanks - Tom
This is great supplement to my Supply Chain Management classes.
thank you for this. These are really interesting.
+StormyHotWolf88 Appreciate that. Thanks - Tom
Good work, thanks much! New subscriber
+Kristopher Driver Welcome to the group!! Thanks - Tom
The first thing I thought when I saw an ad for blue apron was what happens when youve received all the meals they offer? I think most of the appeal is the avoiding the work of finding and measuring all the ingredients, but once people are familiar with a recipe I think they'd realize how easy it is to just go to the store and get the same stuff for less money and use the recipe card they've already received. The idea of blue apron isn't sustainable, they would have to keep coming up with recipes to retain customers and even then, after a few shipments I think most customers would get over whatever it was that drew them to the idea of blue apron in the first place. They would realize that finding recipes online is easy, and a lot grocery stores do online ordering and in-store pickup or delivery. A decade, or more, ago Blue Apron would have made sense, but in 2017 the idea seems really outdated.
+evanislost - Good points and analysis. This kind of feedback helps everyone! Thanks Tom
I guess this depends on the amount of people you are cooking for. The biggest advantage that I see to this service is that they give you the amount of food you need for the recipe. I typically eat out because when I do go shopping I end up throwing out at least 50% of the perishable food. That being said, I haven't subscribed to any of these. There are a lot of corollaries between business and life; why buy a ranch (cook) when I can focus on my core competencies?
We actually tried the program for 3 months. Issues: 1) Preparation became burdensome & too complex, 2) With a three meal delivery the last meal becomes old, not fresh, 3) The packaging disposal was a significant problem, 4) Some delivery delays. Bottom line: Never again!
I love his personality- This is great!
+Deyanira Babcock - Appreciate the kind words! Thanks Tom
Very interesting video.
Thanks tom . .... back to the same old problem .... what are you solving for ... versus my ego is now so big I believe I can do it all .... and that is the beginnings of hubris .
Wonderful case study ..... .... would be good if valuetainment to help start ups understand the signs when your business is growing to fast and what to do to manage such a wonderful problem
you did leave me better then i found you. great job, thank you
+lungelo lekokotla - Appreciate those words! Thanks - Tom
interesting company! Great episode 👍 Thanks Tom
+Anees Hussein - i'm glad you got something out of it. We are here for you every Friday! Thanks, Tom
Eh... there are only two reasons companies go IPO. 1) They need the cash to expand their business - like what Ben and Jerry's did so that they could purchase and build more manufacturing locations to broaden their reach across America. Or 2) the original investors want to cash out on their investment.
Why go public and share the wealth with other shareholders if you can stay private and horde all the profits and keep control?
Also going public is insane. The amount of staffing you need for the accounting and finance portion of your company becomes HUGE as well as the quarterly costs you need to spend to get your finances audited by a public accounting firm. The amount of additional work that's needed to make sure all your departments have controls that support your financials can also make you have to additionally staff some people in your other departments and will require additional training and convincing of your employees.
Going public is not a choice to be taken lightly yet people have no idea the amount of work that is required to do it. That's why there are only a few reasons to go public because it's so much more cost effective to stay private along with keeping control of the company among a few shareholders and the board.
Lol... I see you actually noted that it's the cash out for the investors after I made my comment. People are so insanely clueless about IPOs and get overzealous about new public companies.
Same goes for mergers and acquisitions and thus the ultimate "restructuring" that occurs which often devalues the company because many of the original employees who made that company leave and thus take with them the actual value of the original company.
These are great, thank you. Btw, are you sponsored by those on your shirt?
I HAVE ALLWAYS BELEIVED IN THIS CHANNEL LAST TIME I SAW IT,IT ONLY HAD A FEW SUBSCRIBERS AM PROUD TO HAVE SUBCRIBED TO THIS CHANNEL.
+Kabelo Mk Thank you - we won't let you down! Thanks - Tom
I fking love this channel! Thank you guys for providing all this knowledge!!
+stephen jang I effing love the early viewers like you! Thanks - Tom
I would watch a whole channel about business case studies. Get on it, Patrick & Co!
this video helped me to realize who me and my business partner are..Thanks alot
I watch this channel because of these case studies! 👍👌
+Bob Taylon I deeply appreciate that you were watching. I hope we don't let you down. Thanks, Tom
Subscribing just for these case studies
+Justin Case Awesome! I hope we don’t let you down. Thanks - Tom
Well done! Analysis aged well!
Some part of me says that their purchase of BN-Ranch was to consider independent sourcing to control their costs for the most expensive part of popular menu/recipe items. Examining a related success {?} story like Souper Salad, who source from multiple local farms near their locations and play commodity futures, we could probably assume that Blue Apron could learn a thing or two. Casually, it looks like commodity market exposure along with mismanagement are the largest vulnerabilities for this business
I really like it when The Biz Doc says "There's only one word for that and that is DAAAAAMN!!!!"
Blue Apron stocks have now hit near-junk status and is at risk of being delisted if they don't turn things around fast, things have gone from worse to catastrophic for the company as it scrambles to salvage what little it has left.
This video is quite relevant as shown in the drop of stock today
I wish I could see an update on this
Omg I love this
+Miller Guy - Glad you stopped by! Thanks - Tom
Maybe they should have offered to sell to amazon as soon as Whole Foods came into the picture
+Blood Bath and Beyond Right!!! Thanks Tom
I love the enthusiasm and the info is well presented and interesting too. Although the way he stares at the camera almost the entire time kinda feels unsettling...
Can you do a video on NIO? Would love to hear your thoughts. Thanks!
This is a very informative lesson. I have a concept in the food business, and while i see your analysis as common sense, it can be hard to maintain discipline when things are going too well for you in your business. And this helps in strategies for how to not jump the gun and go under by biting off more than you can chew. Thank you
+Sam Sadowitz - I appreciate you dropping by to make a comment. It is amazing how much commonsense is lost when you have a bunch of venture capital and it is not your own money, so you think it is free cash. Thanks - Tom
You earnt yourself a subscriber.
+Peliyx OR - I love the fact that you said we earned one. Earning is the only truth in business. Thanks Tom
TY tom
+Daniel Chavez - You are very welcome Thanks - Tom
Could you do a case study on LVMH - the largest luxury brands group in the world?
+Luka Henigman I will put that one on the list there's a couple different angles we could take the case study. Thanks, Tom
Valuetainment, Thanks!
Tom is much better than some of the other hosts on this channel. Thumbs up.
Do a case study on Sears company and why they're failing!
+devilhunter1555 - that is a big case study that probably is multiple parts. Remember craftsman tools? Those were the tools that never broke! Thanks Tom
sir could you do case study on fitness band
I have NO entrepreneurial skills, but find these vids so interesting.
H.E.B. here in Texas has already started doing the meal kit model to complete with blue apron
+mild soup - When stores can easily copy the service (and they can) you know things are not going to end well for the public company. Thanks - Tom
Can you do a case study on SQUARE (SQ). Thanks
I would love to see an update to this video given that Blue Apron was the first well known of this kind of service and now there are over 20 different food boxes. We are nearly a year on after this video the market for this kind of service has changed.
Could you talk about Peach Wave? I don't know how present they are in Texas, but a lot around my area in Kansas City have shut down.
+Brandon Votaw - that will be interesting. Any relation to Ty Votaw?
Valuetainment There's a good chance that I am related to Ty, because I know that my ancestors settled in Ohio at one point.
Damn!
#1 Know your market.
Only one word for that.... DAMN!!! LMAO
+Joshua Yarbrough Glad you like it!! Thanks Tom
I had Blue Apron for about 4 months. I canceled for a few reasons: 1. Takes incredibly long to cook. While they take the guesswork out of combining ingredients, Most recipes were certainly longer than the indicated time and many of them took 45-60 minutes. As a busy person with my own business, I really like 30 minute or under meals. I think most Americans are already taxed in terms of time. Ain't nobody got time for epic 60 minute meals 3 or 4 times a week. 2. I didn't like the idea of all the packaging. The ice blocks and the cardboard boxes are incredibly wasteful. I HATED throwing out the ice blocks and recycling those boxes. I should just plan my meals on Saturday afternoon and get my groceries on Sunday. It's really not that hard. It does take a bit of time, but not terribly much. 3. I was disappointed in the lack of quality ingredients. Almost never organic. Of course anything coming in the mail and sitting in the refrigerator for several days likely wont taste great at that point. 4. Portions are often meager. I dont eat all that much and I found that their portions for 4 we really more for like 2 1/2. That won't work for my family. Anyway, those are my thoughts. The food is good, but not THAT good. I don't see them lasting long term. I think people will go to local meal prep places before going this route. There are a few of them in Seattle where I live. But again, I don't see tons of people running into these stores either. At the end of the day, food is personal. People are shorter on time than ever. I think grocery delivery services will continue to grow. We will see what happens with this pre-planned meal companies. But I think the future is bleak.
+amberviolina I thank you so much for an incredibly precise piece of feedback on this company. I love the specific first-hand research and you certainly have provided a ton of it. I didn't know about some of the things you mentioned! Wow - even more reason that they have no clue. Thanks - Tom
Indeed, there's so much value intrinsic to customer feedback, especially the returning customer. In the end, they're the ones really paying your salary and keeping your company afloat. Like you mentioned, a great new concept may initially attract the curious-minded, but only by providing the cost benefit they seek for, will you capture their loyalty , preventing customer migration to Amazon or HelloFresh.
But like +amberviolina any many other reviewers have stated, most recipes take longer than should for the time-constrained or novice cooks, and there's too much packaging waste. Returnable containers could be an option, but I've experienced first-hand during my DHL years that reverse logistics is an operational pain and a balance sheet drain.
Packaging materials in the US are just too cheap to justify returnables. One of the reasons reusable glass soda bottles in retail are pretty much gone (but still present in many other countries, like my in home country Brazil).
amberviolina A
amberviolina Great breakdown on exactly why I cancelled my service with them. Save for the portion size; I found it was almost always more than enough. Though perhaps more fitting an European diet than the average American one.
I especially hated the waste. I feel like utensils should be offered as an optional secondary order, perhaps coming free with your first subscription.
Can you do case study of Sony
there would be one advantage to owning the ranch is you can say look at this high end organic more market blurbs meat supplier
+NATHAN NEVILLE - Nor sure that’s what they are thinking. Thanks - Tom
do you think amazon had some one on the inside, and they brought whole foods (almost) right on time, just to crush blue apron???
Please sir do a case study on jet airways
You should look into the flaws in Uber and Lyft’s business model!
Entertained
You should do a case study on Fitbit, super successful IPO and then stock tank rapidly into the gutter and has never recovered since.
Blue Apron food was a huge disappointment
You should do a case study on BitPay... they raised over 150M, very interesting company
DAMN!
Can you revist this case?
Lol "No matter when you're watching this, Kim Kardashian was found buck naked in a tree." Worth watching just for that one line. :P
When you talked about them buying a ranch I was surprised you didn't mention vertical integration, which might have been the intent.
+Super Brick - that is absolutely correct. It was a failed vertical integration at the end. But along the way, the core model gross margin operating expenses and other key variables were never stabilized and the IPO Doc (S1) left out many issues related to this. Thank you for watching and I appreciate the comment. Thanks - Tom
CAN YOU DO A CASE STUDIO LAUNDRY COMPANIES LIKE WASHIO AND ANY OTHER MOBILE APP PICK UP AND DELIVERY LAUNDRY SERVICE
+HipHop POV Podcast I'll take a look and ask my guys to do some research. Thanks - Tom
They probably bought the ranch because "Meat comes from our own RANCH!" would be a big hit with their target demographic. Having already invested so much in marketing they were doubling down on being the ideal brand for their consumers because Amazon was coming into the game with Whole Foods.
Valuetainment can you do a case study on how luxury brands stay in business? Brands like Gucci, Louis Vuitton, Bentley... How do they survive in a bad economy
+merciless6 - see comment below seriously thinking about Louis Vuitton. Thanks - Tom
Hey Tom! Can you do a case study on WeWork?
+Gokul Easwaran Interesting growth story - Thanks - Tom
This and Matt Mcmuscles' WHA HAPPUN? Is teaching me more about how to run a business than success stories
Jersey City is only 17 miles from Linden. Poor planning in opening up distribution centers.
Can you do a case study on Hampton Creek?
+Stikkar Another good suggestion! Thanks - Tom