Fr. 28.90

fritz and goliath - How to build a successful business from scratch | Englische Ausgabe: A start-up story with tips and insights told by the founder

English · Hardback

Shipping usually within 1 to 3 working days


Read more

The original and authentically candid success story of fritz-kola
The story of fritz-kola is unbelievable: founded in 2003 with just 7,000 euros in startup capital (and no overdraft limit) from a student dorm in an extremely shirtsleeve style. The founders, Marco Wiegert and his now-departed partner, commissioned two versions of caffeine-rich sodas from small breweries and let their friends try out which one tasted better at a party. The party lasted until 10 a.m. The winning mix had been found, showing that fritz-kola tastes good (less sweet, more lemon) and packs a caffeine punch.  

The two then set off for Hamburg's Schanzenviertel district and sold the first cases of their soda on commission to cool clubs and bars using handwritten receipts. With their direct sales approach, they were able to compete with Coca-Cola's poor sales support structures and earn both sympathy and market share.  

The book is written from founder Mirco Wolf Wiegert's first-person perspective and is full of lively anecdotes, pictures of relics (such as the first bottles with a homemade logo and distorted self-portraits, to avoid having to pay for copyrights), as well as helpful tips about starting a company and mistakes to avoid. It is important, for example, for a startup to find an authentic product or service that reflects the founder's own lifestyle (in this case: partying, going out, alternative consumption), and not to be afraid to approach creditors directly if payment difficulties arise. It is also important not to accept lazy compromises or rotten demands from customers-under the motto: you have to buy your place on the list, but you should also generate demand on your own. The book also describes fritz's legendary marketing ("cocaine is so eighties") and its commitment to social and political activism as well as environmental protection and sustainability.

Today, fritz-kola has almost 300 employees, has refused to be bought out by corporations despite numerous attempts, and has still managed to maintain its image as a small, alternative, and cool soft drink label.

About the author

Mirco Wolf Wiegert, born in Hamburg in 1975, studied foreign trade and international management after completing his civilian service and education in a freight forwarding company. In 2003, he founded fritz-kola together with a friend from his scouting days. As the managing director of the company, he is the entrepreneur behind the indie brand.

Product details

Authors Oliver Domzalski, Oliver (Dr.) Domzalski, Mirco Wol Wiegert, Mirco Wolf Wiegert
Publisher Econ
Languages English
Product format Hardback
Released 29.11.2021
EAN 9783430210737
ISBN 978-3-430-21073-7
No. of pages 304
Dimensions 130 mm x 30 mm x 210 mm
Weight 440 g
Subjects Non-fiction book > Politics, society, business > Business administration, companies
Social sciences, law, business > Business > General, dictionaries

Gastronomie, Marketing, Erfolg, Wirtschaft, Hamburg, Porträt, Autobiographie, Coca Cola, Marken und Markenkonzepte, Biografie, Essen und Trinken: Nicht-alkoholische Getränke, Alternativ, Industrien und Branchenstudien, Unternehmensführung, Unternehmensgründung, Chef, Management und Managementtechniken, Management: Innovation, Marketing und Vertrieb, Autobiografie, Biographie, Koffein, Erfolgsstory, Geschäftswettbewerb, Unternehmensethik und soziale Verantwortung, CSR, Existenzgründung, entdecken, Unternehmer, Hotel- und Gastronomieberufe, Bewirtung, TECHNOLOGY & ENGINEERING / General, Marke, Unternehmensgeschichte, Startup, selbständig, Start-up, selbstständig, Biografien: Wirtschaft und Industrie, BIOGRAPHY & AUTOBIOGRAPHY / Business, BUSINESS & ECONOMICS / Entrepreneurship, BUSINESS & ECONOMICS / Business Ethics, BUSINESS & ECONOMICS / Industries / General, Gründen, BUSINESS & ECONOMICS / Crowdfunding, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Customer Relations, Kundendienst, Firmenchef, BUSINESS & ECONOMICS / Management, Markenrecht, LAW / Intellectual Property / Trademark, Indie, COOKING / Beverages / Non-Alcoholic, Independent, Kola, Entrepeneur, Firmenbiografie

Customer reviews

No reviews have been written for this item yet. Write the first review and be helpful to other users when they decide on a purchase.

Write a review

Thumbs up or thumbs down? Write your own review.

For messages to please use the contact form.

The input fields marked * are obligatory

By submitting this form you agree to our data privacy statement.