Inc. Magazine just did a great story “The 22nd Time is the Charm” on entrepreneurship, failure, perseverance, and finally success. When Beachbody first launched the P90X home fitness DVDs in 2005 the product was a huge failure: it was costing too much to make and the sales were dismal. By the end of that year the company’s revenues had sunk from $100m to $83m. With all of the production and marketing expenses involved in launching the product the per order costs were at roughly $250 (much of this due to sizable fixed costs and low sales volume) and they were only selling the DVDs for what they thought customers would be willing to pay at $120 per set – obviously not a sustainable business model.
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