That’s an RBI or “Richard Branson Idea”
I’m going to pick on the guys on my side of the venture community fence.
Over the years, but in particular, over the last few months I’ve been approached by fellow entrepreneurs, who have a “hey I’m going to start a business” great idea.
To be precise though, the ideas have been great BIG ideas.
And that’s the problem.
I’ve given these sorts of ideas a name – and in honor of Richard Branson – I’ll call them Richard Branson Ideas – RBI for short. In addition to the notion that you can hear them coming – literally – hear them, RBIs’ have 5 markers:
· It’s completely Boardwalk-and-Park-Place-with-Hotels BIG.
· It usually requires, at a minimum, $25 million from the get go to kick start. Most of these ideas though, require a lot back-up-the-truck more.
· It always relies on a couple large partners to – at the same time – get on board with the idea. Think NASA space docking guy with the vest asking for updates “same time” synchronization.
· It usually involves a national rollout. Not Covina, California one deli store rollout but national 7 Starbucks ine one city block rollout-ness.
· Typically – the entrepreneur doesn’t have vertical market domain expertise.
RBIs usually have some financial model that scales wildly. “Imagine I can get $ 0.02 cents per commercial aired on TV” says my wide eyed peer, “this business would make 8 kabillion dollars in
4 years”.
Regarding the RBI markers – here’s how to come down out of your hot air balloon:
· Remember that good and great business ideas scale.
· Most VCs (the sane smart one’s) invest incrementally.
· Idea’s that require 9 planets to line up rarely make it past concept stage.
· All ideas rollout with one step forward
· Become an expert on your vertical. No excuses.
Now I’ve been guilty of having my own RBI. I think any entrepreneur worth their Morton’s Salt has one in their sordid past.
But let’s face it. Only the Richard Branson’s of the world can pull off a Richard Branson idea.