Personal Finance

Food Delivery Apps are Eating Up Your Money

August 3, 2020 By Nagesh Belludi Leave a Comment

Food delivery apps have been the salvation for restaurants—and laid-off workers—during the COVID-19 pandemic. However, the promotions and fees charged by the likes of Uber Eats and GrubHub are bleeding restaurants dry. According to the Washington Post, one restaurant with $1,043 in food sales was left with just $377 after GrubHub’s charges for delivery, commission, processing, and promotions.

The food delivery startups’ #eatlocal and #keeprestaurantsopen promotions are exploiting customers’ generosity. Customers aren’t really helping out local restaurants as much as they may think. WIRED notes,

Uber Eats has waived delivery fees to consumers on most phone orders but still charges a 25% commission on orders from restaurants it partners with.

On a normal Wednesday night, [one Miami restaurateur] would expect roughly $5,000 in revenue. This Wednesday, the total was $665. Of that, $523 came through delivery apps, primarily Uber Eats. Those commissions totaled $131, leaving him just $534 to cover rent, plus the cost of food and staff. His typical daily overhead is about $3,000. With reduced staff, it’s now $1,200—more than twice as much as his revenue Wednesday. “It’s not sustainable,” he says.

Uber Eats isn’t the only company accused of trying to capitalize on the crisis. GrubHub’s “Supper for Support” initiative, meant to encourage buying from local restaurants, drew widespread criticism. The deal offers a $10 discount on certain orders between 5 pm and 9 pm, but restaurants that opt in cover the discount, and GrubHub still charges its commission on the full price.

Customers ought to know about these apps’ deceptive business practices and be able to make meaningful choices about patronizing local businesses.

In 2018, food delivery raked an estimated $161BB in sales worldwide, and the potential market size has attracted a great deal of startup funding. En bloc, the food delivery business has struggled to sustain itself profitably. The restaurants are particularly agitated, not least because food is a low-margin business, and the fiercely competitive meal-delivery firms just can’t recompense restaurants and riders as much as needed.

Idea for Impact: If you want to support your local businesses, patronize them directly. Call your order in. Pick up the order yourself or get your food delivered by the restaurant itself. Cut out the intermediary.

5 Crucial Tips for Writing Polished Email Marketing Copy

May 20, 2020 By Nagesh Belludi Leave a Comment

So here you are with a great product, service, idea you’d love to offer to the world. You have, everything is ready, you are ready to start and declare about it to the world. You know your next step should be a brand new email campaign. Though the creation of a strong and unique marketing copy is not an easy task. Where should you start? How to create the context? How should it look like? All these questions are piling up before you have even touched your keyboard.

Fortunately, you don’t have to start from scratch on your pursuit. The art of email marketing copy has been exciting for decades now. You don’t have to be an expert to master this technique. Of course, it is constantly changing and evolving. Though, the key ideas are ever the same. So here are our five tips on writing polished email marketing copy.

5 Crucial Tips for Writing Polished Email Marketing Copy

Know Your Audience

First and foremost, you have to decide who your target audience is. If you try to make your email copies appealing to everyone they will most likely fail. Why? An email copy that tries to lure in a wide range of people is never personal. It plays safe, the text is too abstract and the appeal is too weak.

Now, you actually define who is that person you want to sell your idea to. This way you’ll know how to speak directly to that person. This is your target audience now. You need to customize your emails in accordance with the needs and interests of your audience. You are expected to use the language that your audience uses and images that will speak to them directly. Honestly, it is not that hard to do once you have the image and full understanding of the people you are speaking to. Know who they, what they like, what they do and see how your product/idea of service can benefit them. If you sincerely believe that your offer can make their life better, they will feel it in your emails.

Work on that subject line

Once you know who you are addressing your emails to, you are good to write. But here is the trick. No matter how well written, shiny and pretty the body of your email is, people may not even see. Why? Because there is always a chance they will not open your email, to begin with. A person may see a new unrecognized email address in their box and just delete it or send it to spam right away.

People these days are very particular with their time, they don’t like wasting it for no good reason. So, to prevent this from happening to your emails you gotta have a killer subject line. People usually do not look further than that. Thus, your subject line is the key to your success – us it wisely. Create a line that intrigues people. It should promise them a positive outcome, a reward for trusting you in opening the email. You can play with people’s fear to miss out on a good opportunity. Ensure them that their life will benefit from the email that is only one click away. Of course, perfecting subject line writing is a tough job but it requires nothing more from you than time, patience, and practice.

Writing Polished Email Marketing Copy

Don’t Neglect the Preview

On the same not here, be sure to think of the preview text. Usually along with your subject line a.person can see the first few words of your text so keep that in mind. It will tell your potential clients about the context of your email. A few words can give away your written style, the tone for the conversation, and much more. So don’t lose this opportunity for empty words. Start your email nice and strong, leave your readers wanting for more.

Make it Bright and Shiny

Once you have the attention of your readers of is important to maintain it. Even if you have convinced them into opening your email nothing stops them from deleting it within the first few seconds. There are many reasons why this can happen. First, bad grammar and poor language. Nothing looks more unprofessional than that. Second, they are simply not interested in what you are offering. Thirdly, the email does not appeal to them or it is hard to read. That doesn’t take much to fix this issue. All you need to do is to set the right tone for the conversation. Pick an appropriate style, for instance it can be a formal style for a business offer or conversational for other occasions. The body of the email must be short and sweet; with nothing extra but yet thoughtful and well designed. Your paragraphs should be short. Each of them must carry its own main idea and conclusion. Just find a minute to check your text on plagiarism, this plagiarism checker is a game changer. Don’t forget to use it for a better result. Also, try to use strong verbs and active voice. This indicates confidence and reassurance.

Set the Goal Right

Once the email is open and read (by the way, congratulations on this victory) your potential customers should be left with the feeling like they know what to do about all the information they have just received. This means that you need to include an instruction to their further actions. Though before you can do that you need to settle in what goals you are pursuing with this email. Do you want them to buy something? Do you want them to learn more about your product/service? Do you want them to spread the word? What is it exactly that you want from them and why are you writing this in the first place? These questions have to be answered once you start writing.

It will be such a shame to lose customers whose interest you have sparked all due to some confusion in further actions. You must gently guide your readers into the next phase of your marketing strategy. Thus, set the right goals before you start writing and insert it in the summary of your email. That can be a link to your website, a button for subscription, or anything else you want them to do.

Conclusion

We hope you have enjoyed our brief take on the email marketing tips. We know how challenging it can be to start your own business. Though we can assure you that with the right product and good marketing strategy anything is possible. The power of nice and polished email marketing copy is hard to overestimate. A good email can work wonders on your sales as long as you write with a full understanding of why and how you are doing it. So don’t be hesitant to start! Go on, grab your pen or a laptop, and give it a go. We wish you good luck in all your beginnings!

Never Enough on the Hedonic Treadmill

February 10, 2020 By Nagesh Belludi Leave a Comment

In Enough: True Measures of Money, Business, and Life (2008,) mutual fund pioneer John C. Bogle puts emphasis on the virtue of contentment:

At a party given by a billionaire on Shelter Island, Kurt Vonnegut informs his pal, Joseph Heller, that their host, a hedge fund manager, had made more money in a single day than Heller had earned from his wildly popular novel Catch-22 over its whole history. Heller responds, “Yes, but I have something he will never have … enough.”

Enough. I was stunned by the simple eloquence of that word—stunned for two reasons: first, because I have been given so much in my own life and, second, because Joseph Heller couldn’t have been more accurate. For a critical element of our society, including many of the wealthiest and most powerful among us, there seems to be no limit today on what enough entails …

We chase the false rabbits of success; we too often bow down at the altar of the transitory and finally meaningless and fail to cherish what is beyond calculation, indeed eternal. That message, I think, is what Joseph Heller captured in that powerful single word, enough.

The Hedonic Treadmill: Never Enough American entrepreneur Seth Godin describes the never-ending ratchet of consumption:

It used to be that a well-tended lawn of 50 by 100 feet was wasteful indeed. Today, it’s in the by-laws of the local housing association. You could impress the neighbors with a new Cadillac, now you not only need a Tesla, but you need a new Tesla. And you could show off by flying first class, but then you needed to charter a plane, then charter a jet, then charter a bigger jet, then buy a fractional share, then own the whole thing, then get a bigger one and on and on.

Conspicuous consumption is not absolute, it’s relative.

It’s sort of a selfish potlatch, in which each person seeks to demonstrate status, at whatever the personal or societal cost, by out-consuming the others.

It’s a lousy game, because if you lose, you lose, and if you win, you also lose.

The only way to do well is to refuse to play.

In times of yore, the Roman stoic philosopher Seneca the Younger counseled about the excesses of desire in his Ad Lucilium epistulae morales (Moral Letters to Lucilius; tr. Richard M. Gummere; 1917):

It is not the man who has too little, but the man who craves more, that is poor. What does it matter how much a man has laid up in his safe, or in his warehouse, how large are his flocks and how fat his dividends, if he covets his neighbour’s property, and reckons, not his past gains, but his hopes of gains to come? Do you ask what is the proper limit to wealth? It is, first, to have what is necessary, and, second, to have what is enough.

Our consumerist society encourages us not to be grateful for what we have.

Consumerism encompasses dissatisfaction—if people are happy with what they’ve got, then they are less concerned about getting more.

Idea for Impact: Why is more and more always better if it can never be enough?

Yes, Money Can Buy Happier Times

October 7, 2019 By Nagesh Belludi Leave a Comment

Is you're overwhelmed, could money buy you some happiness

Harvard consumer psychologist Ashley Whillans’s cover article in the January 2019 issue of Harvard Business Review considers why the pursuit of money may not bring you joy.

As a society, we really have more time to spend than in previous societies (a result of convenience and mechanization.) Yet, she observes, we tend to use our free time to work yet more and expand our bank accounts, rather than invest that time in things that can provide us with more happiness—meaningful relationships, for example.

The article (and the related podcast) explains how to value your time over money, in particular by hiring help. Here is a précis:

You may not be able to change how many hours you work in a week, but you may be able to change how much of those non-work hours you’re spending on chores.

If you are having a really busy weekend and you have four or five hours of chores to do at home, that means you’re going to have four or five less hours to spend in any other ways that could promote meaning and happiness.

When considering how we can use money to increase our happiness, most of us think of investing it in positive experiences like Hawaiian vacations. But it’s also important to think about how to eliminate negative experiences from our day. Take small actions—don’t do anything too drastic, but just sit down and think about whether there’s anything you can outsource that you really don’t like, that stresses you out a lot, that you can afford.

Idea for Impact: Money allows you to compress some of your routine tasks, should you so choose

If you feel increasingly strapped for time, use the mental model of opportunity costs and consider earmarking a fraction of your discretionary income to hire a personal assistant. Buy yourself some more of that most valuable of life’s supplies, free time.

Start by asking your friends for referrals for a reliable assistant. Outsource your housework, shopping, errands, and other tasks that you dislike. Use the salvaged time to seek activities that bring you joy—recreation, relationships, spiritual and intellectual nurturance, or even productive work.

However, farm out your personal chores in moderation. According to the aforementioned article, there’s some evidence to suggest that people who outsource too much have the lowest levels of happiness, perhaps as a consequence of indolence.

How to Buy a Small Business // Book Summary of Richard Ruback’s ‘Buying a Small Business’

June 26, 2018 By Nagesh Belludi Leave a Comment

Beyond the capital markets and startups, I’ve been exploring buying a suitable small business to invest in and operate. To inform myself with the process of searching and valuing privately-held establishments, I recently perused Richard Ruback and Royce Yudkoff’s resourceful HBR Guide to Buying a Small Business: Think Big, Buy Small, Own Your Own Company (2017.)

The authors of this HBR Guide teach a popular Harvard Business School class on “acquisition entrepreneurship.” Their curriculum trains self-employment-inclined MBA students to search, negotiate, and buy an established business and become an entrepreneur-CEO within a year or two.

According to the authors, MBA students are drawn to their class by the prospect of a meaningful leadership responsibility earlier in their careers, as opposed to slowly climbing the corporate ladder or taking on the great risk of starting a company from scratch and establishing a viable business model.

The first section of the HBR Guide to Buying a Small Business can help you decide if entrepreneurship is a good match to your temperament, lifestyle, work-experience, and career ambitions. The largest part of the book provides a comprehensive roadmap for all aspects of acquiring a business—bankrolling the search process, deal-sourcing, managing risk, organizing equity- and debt-financing, running due diligence processes, structuring the purchase, and closing the deal. The final section of the book discusses changing the leadership over and transitioning into operating management.

Reflection: Is Acquisition Entrepreneurship Right for You?

Self-employment is not for everyone. Entrepreneurs need to be smart, driven, business-savvy, self-motivated, strategic, resilient, persuasive, and be able to deal with uncertainty.
On top of the challenges of self-employment, acquiring and operating a small-business will require reaching out, projecting self-confidence, and persuading people you don’t know—business brokers, financiers, investors, regulators, sellers, employees, and customers.
During your exploration of what business to buy, you’ll have to quickly learn about unfamiliar industries, markets, and companies. As a leader, you must be able to develop cross-functional expertise quickly.

Searching: A Full-time Job in Itself

Plan to commit full-time for six months to two years to raise funds from financiers, identify and vet potential acquisition targets, and negotiate with sellers on a realistic purchase price. Afterward, plan for no less than three more months to perform due diligence and complete the transaction.
“When you are seeking out a business to buy, you might face months when you work 12 hours a day and simply not find a desirable prospect. It’s a frustrating experience with lots of effort and no reward.”
Arrange for debt and equity financing from potential backers and risk-sharing partners. Contact affluent folks in your network and investors who specialize in small-businesses. The networks of people you bring together to help your mission can also lend a hand during the deal making and the due diligence processes.
To find potential businesses to buy, try reaching out directly to businesses whose owners may be inclined to sell. Engage small business brokers (there’re some 3,000 small business brokers and intermediaries in North America,) or comb through databases of small businesses for sale.
For potential sellers, look for business owners who, after building their firms over the decades, are approaching retirement and don’t have an inheritor interested in running the business. Many aging business owners are determined to ensure that their businesses live on.

Seek Enduringly Profitable Businesses: Recurring Customers and Predictable Revenue

Look for “enduringly profitable businesses”—stable, slow-growth companies in dull-and-boring industries (such as sandblasting, equipment maintenance, industrial repair and overhaul, window-cleaning, service-providers) in small, defensible niche markets.
Seek businesses whose business-to-business customers are unlikely to switch vendors because the product or service their customers buy isn’t a big part of the costs of their business. Consequently, they’re not motivated to shop around for lower-cost vendors and squeeze margins.
Focus on businesses with yearly revenues of $5 million to $15 million and cash flows of $750,000 to $3 million.
Avoid promising start-ups and risky turnaround opportunities; “it is tempting to imagine buying a troubled business or one with uneven performance, because the purchase price would be very low. But we strongly advise against it, because you’ll have to reinvent the business model and doing so is a very difficult and risky endeavor. Instead, buy a profitable business with an established model for success—one that is profitable year after year.”
Avoid high-growth businesses because “high growth means that your new customers will quickly outnumber your existing ones. Because new customers bring new demands, there are many ways to get in trouble. New customers are, well, new; they have no loyalty to the company and no history. High growth requires great management effort. It also absorbs money rapidly, and raising that money puts a strain on the business and its owner. A rapidly growing firm also attracts competitors, which see the expanding market and the opportunity to attract new customers. So, in a high-growth business, you could work hard and still fail if you cannot keep pace with your competitors. And even if your business survives, you might find that competition has forced you to sell at low prices, so you enjoy little financial reward after all. Making this all the harder, the seller will demand a much higher price for a business that has the potential to grow quickly.”
Avoid technology-driven companies (they face shifting customer needs and therefore demand constant reinvention,) cyclical business, and businesses with well-established competitors.
Small business-owners usually don’t hire large consulting firms or investment banks to sell their businesses. Their businesses are too small to appeal to private equity firms. “We think it makes sense to buy a business with between $750,000 and $2.0 million in annual pretax profits. … At the upper end of our size range—$2 million or more in profitability—we find that institutional investors, like smaller private-equity firms, start to become interested and that competition raises the purchase price, reducing the financial benefits of owning the business.”
“EBITDA margin (EBITDA/revenue) ≥ 20% for services and manufacturing or 15% for distribution and wholesale”

A Checklist for Enduringly Profitable Businesses

Initial Filters:

Is the prospect consistently profitable?

Is it an established business instead of a startup or turnaround?

Is it in the right size range?

Is it located in a place you are willing to live?

Do you have the skills to manage it?

Does it fit your lifestyle?

Deeper Filters:

Is the prospect enduringly profitable?

Is the owner serious about selling the business?

Seek Enduringly Profitable Businesses: Recurring Customers and Predictable Revenue

Valuing the Company and Negotiating a Deal

Use the company’s past financial information to project future earnings and your return on investment. Then decide on how much you should pay for a small business: “You’ll need to base the offer price on the general range of 3x–5x EBITDA.” Adjust the multiple for profit margins and growth prospects.
Run a primary due diligence—“a focused period of rapid learning in preparation for making an offer. This is when you’ll test the seller’s initial claims and verify the information that has made the business appealing to you. … You’re looking for any reason that you might not want to acquire this business.”
Finance using equity and debt. “Visit banks and approach your investor network to raise money for the acquisition. You should be prepared to provide information about the business and its industry, details on the due diligence that you’ve done, your financial projections, and the deal terms that you are proposing.”
Once your offer has been accepted after negotiations, run a confirmatory due diligence “in which the company’s records will be fully open to you. You will typically have around 90 days to work with your accountant and attorney to check for any inconsistencies and red flags. … This can be an extremely nerve-racking time for both the buyer and the seller, so it’s important to be patient and calm.”

Transitioning into Leadership and Emphasizing Business-as-Usual

As part of the negotiated deal, try to get the seller to stick around for 3 to 6 months to help you in the transition.
“After closing the sale, you should focus on four tasks: introducing yourself to all your managers and employees, meeting with external stakeholders, communicating the transition plan to everyone, and taking control of your cash flow.”
“The most common trouble for small firms under new owners is running out of cash. … So set up a process whereby you approve all payments before they go out, and review your accounts-receivable balances at least weekly. You should also implement a 90-day rolling cash-flow forecast.”
Meet with all the constituencies and reassure them that they won’t see any immediate changes. Lay emphasis on “your overarching goals for the company—for example, excellent customer service, commitment to quality, a satisfying work environment—and encourage people to stay focused on their work.”
Visit every major customer as soon as you can. Keep your ears open for ideas to improve your product- and service-offerings.
Don’t make any big changes early on, get to know the business, and be very respectful of all the constituents—they know more about the business than you do.

Recommendation: Read ‘HBR Guide to Buying a Small Business’ for a Very Good Introduction on How to Buy and Organize Finance for a Business

Richard Ruback and Royce Yudkoff’s HBR Guide to Buying a Small Business is excellent manual for prospective entrepreneurs, employees of small businesses, financiers, and value-seeking investors. You will also become acquainted about interactions with bankers, brokers, sellers, accountants, and attorneys you meet while searching for a business to buy.

Wealth and Status Are False Gods

April 25, 2017 By Nagesh Belludi Leave a Comment

Wealth and Status Are False Gods While it’s certainly one thing to know that money is a way to fulfill your requirements in life, it’s quite another when money becomes your primary motivation and measure of success, or when you come to equate happiness or worthiness with your wealth.

While there nothing characteristically wrong with material wealth or its pursuit, it’s easy to expect too much from money.

The New Testament (1 Timothy 6:10) reminds you to be aware of the difference between need and greed, “love of money is the root of all kinds of evil.” Money can push you to take on or keep you in unhealthy relationships and unsatisfying careers. It can lead you to neglect your social life and undervalue the importance of relationships. Besides, money can adulterate your soul, germinate dishonorable conduct, and make you unworthy regardless of the wealth you accumulate.

Status Is the Enemy of Passion

Prestige, cachet, status, wealth, and approval as dominant extrinsic motivators are appropriate and can be life-affirming in the short term, but they eventually confuse and undermine you from the things that do offer deeper rewards for a life well led. The British-American venture capitalist and essayist Paul Graham wrote in his stimulating 2006 article “How to Do What You Love” discussed the hollowness of pursuing “prestige”:

What you should not do, I think, is worry about the opinion of anyone beyond your friends. You shouldn’t worry about prestige. Prestige is the opinion of the rest of the world.

….

Prestige is like a powerful magnet that warps even your beliefs about what you enjoy. It causes you to work not on what you like, but what you’d like to like.

….

Prestige is just fossilized inspiration. If you do anything well enough, you’ll make it prestigious. Plenty of things we now consider prestigious were anything but at first. Jazz comes to mind—though almost any established art form would do. So just do what you like, and let prestige take care of itself.

Prestige is especially dangerous to the ambitious. If you want to make ambitious people waste their time on errands, the way to do it is to bait the hook with prestige. That’s the recipe for getting people to give talks, write forewords, serve on committees, be department heads, and so on. It might be a good rule simply to avoid any prestigious task. If it didn’t suck, they wouldn’t have had to make it prestigious.

Materialism is Shallow

Modern society is remarkably driven by status As a modern society, we are remarkably driven by status—because we regard ourselves more worthy of others’ respect if we possess a home in a status neighborhood, a vacation property, brand-name or even designer-label clothes, luxury watches, expensive jewelry, and so on. But the pursuit of a materialistic lifestyle comes at a high cost.

Writing about the shallowness of materialism, the Christian apologist Ravi Zacharias wrote in Recapture the Wonder (2003),

In a culture where the possibility of wealth and the acquisition of things is so defining of success, we end up pursuing things that, even if we are successful, can never deliver what we envisioned they would. The reason riches become such a snare is because we end up evaluating life in mercenary terms and being seen by others in such terms, and life is just not so.

Money can buy lots of things that make us feel good and important. However, people preoccupied with money and status are never satisfied. Often, their desires and debts grow faster than their means. The more they have, the more they think they need. Discouraging gluttony and lavish spending habits, the great Roman Stoic philosopher Seneca wrote (per Dialogues and Essays,)

Shun luxury, shun good fortune that makes men weak and causes their minds to grow sodden, and, unless something happens to remind them of their human lot, they waste away, lulled to sleep, as it were, in a drunkenness that has no end…. Although all things in excess bring harm, the greatest danger comes from excessive good fortune: it stirs the brain, invites the mind to entertain idle fancies, and shrouds in thick fog the distinction between falsehood and truth.

Idea for Impact: You are rich if you think you have enough

Put the value of money and the pursuit of wealth in perspective. Feel rich and have a soft spot for certain indulgences. But, don’t get trapped in the spectacle of riches.

Being rich and seeking status can cost a fortune—the things that you may have to do to flaunt your wealth can cost almost as much as your wealth itself. As the French philosopher Jean-Jacques Rousseau once said, “The money you have can give you freedom, but the money you pursue enslaves you.”

You are Rich If You Think You Have Enough

March 7, 2017 By Nagesh Belludi Leave a Comment

You are Rich If You Think You Have Enough Money isn’t the most important thing in life, except when you truly don’t have enough of it. Nevertheless, virtually everyone at every income level seems to place too much importance on it.

The relationship between money and happiness is well established: money can buy happiness, but it can only buy less than most people think. Beyond a humble middle-class living, study after study shows that people with more money are no happier.

What Money Gets You

Wealth can actually give you three essential things.

Firstly, money can help establish a financial foundation. Money can reduce or eliminate the despair caused by poverty and debt. Once you amass a sufficient amount of wealth, financial troubles will not weigh on you so heavily. Money allows you to not only live a longer and healthier life, but also defend yourself against worry and harm. Further, a sizable wealth can give you independence from the entrapment of having to make money just to make money. Berkshire Hathaway vice-chairman and Warren Buffet’s business partner Charlie Munger once said, “Like Warren, I had a considerable passion to get rich, not because I wanted Ferraris—I wanted the independence. I desperately wanted it.”

Secondly, wealth can allow you to have vacations, gatherings, and spend meaningful time with family and friends. Many studies have shown that the tenor of your social life is one of the most significant influences on your emotional wellbeing. Folks with many deep social connections are less likely to experience loneliness, sadness, low self-esteem, and problems with eating, sleeping, and relaxing.

Thirdly, wealth can allow you to invest your time absorbed in activities that you’re passionate about. Happiness research is clear: people are often happier when they spend their money on life experiences rather than on purchasing material goods. We humans seek meaning. Therefore, life experiences—especially those involving other people—make us happy primarily because events often generate vivid memories that we can later recall with pleasure. In contrast, we quickly adapt to material goods we purchase. Harvard Psychologist Daniel Gilbert, author of the bestselling Stumbling on Happiness (2006,) explained the pleasure from buying experiences as opposed to material goods in a 2011 paper in the Journal of Consumer Psychology:

After devoting days to selecting the perfect hardwood floor to install in a new condo, homebuyers find their once beloved Brazilian cherry floors quickly become nothing more than the unnoticed ground beneath their feet. In contrast, their memory of seeing a baby cheetah at dawn on an African safari continues to provide delight. Over time, {people exhibit} slower adaptation to experiential purchases than to material purchases. One reason why this happens is that people adapt most quickly to that which doesn’t change. Whereas cherry floorboards generally have the same size, shape, and color on the last day of the year as they did on the first, each session of a year-long cooking class is different from the one before.

Another reason why people seem to get more happiness from experiences than things is that they anticipate and remember the former more often than the latter. … Things bring us happiness when we use them, but not so much when we merely think about them. Experiences bring happiness in both cases …. We are more likely to mentally revisit our experiences than our things in part because our experiences are more centrally connected to our identities. …

A final reason why experiences make us happier than things is that experiences are more likely to be shared with other people, and other people … are our greatest source of happiness.

Experiential Purchases Make People Happier Than Material Purchases.

Idea for Impact: You are Rich If You Think You Have Enough

Put the value of money and the pursuit of wealth in perspective.

Money is an opportunity for happiness. Money allows you to do what you please. But don’t fall into the trap of thinking that more money and more material goods will unavoidably make you more happy. Even in Ontario’s real estate market, plenty of high-end new condos in Etobicoke are available in a value-oriented price range. A certain amount of money will surely make life easier and satisfied, but more money and more material goods bring more problems.

Feel rich, have a soft spot for certain indulgences, and invest in memorable experiences rather than in material objects.

Don’t get trapped in the spectacle of riches.

Don’t let money own you.

Surprising Secrets of America’s Wealthy // Book Summary of ‘The Millionaire Next Door’

February 12, 2016 By Nagesh Belludi Leave a Comment

The Millionaire Next Door summarizes anthropological research from the ’90s on the attributes of unassuming wealthy Americans. The authors, marketing professors Thomas Stanley and William Danko, offer unique insights into millionaires’ lifestyles and their buying habits. They explain that, in contrast to today’s earn-and-consume culture, the many ordinary folks who accumulate wealth live modestly and prize frugality.

When first published in 1996, The Millionaire Next Door generated widespread enthusiasm for its core message: that anybody could become rich by living below their means, efficiently allocating funds in ways that build wealth, and ignoring conspicuous consumption. Consequently, the book sold millions of copies and stayed on the New York Times bestseller list for three years.

A bulk of The Millionaire Next Door focuses on rejecting the stereotypical view of the wealthy; the authors write, “Most people have it all wrong about wealth in America. Wealth is not the same as income. If you make a good income each year and spend it all, you are not getting wealthier. You are just living high. Wealth is what you accumulate, not what you spend.”

The authors discuss the fancy trappings of wealth and the high cost of maintaining social status. They explain that wealthy individuals prioritize financial independence over a high social status. Further, they did not receive sizable financial support from parents, and raise their own children to be economically self-sufficient adults.

The Millionaire Next Door is a definitive example of books that present simple concepts by reiterating them ad nauseam with an overabundance of statistics, tables, charts, and anecdotes to attain a respectable book length. For instance, a tedious 31-page chapter discusses how the wealthy purchase cars and includes statistics for average price-per-pound of popular cars.

Recommendation: Skim. The Millionaire Next Door defends the timeless values of thrift, disciplined spending, and prudent accumulation of wealth. However, the book overemphasizes penny-pinching and the merits of hoarding money. The book feels dated (it was first published in 1996) and engages the reader in crude generalizations and oversimplifications.

When Getting a Great Deal Might Not Be Worth Your Time

November 20, 2015 By Nagesh Belludi Leave a Comment

Life Spent Searching for Deals

Most consumers love a deal. However, some of us spend untold time searching for the best possible bargains.

If you’re one of these obsessive bargain-hunters, unless you derive some hedonistic pleasure in snatching deals, you may not have considered the possibility that you’re putting too low a value on your time.

Perhaps you could benefit from some perspective: the time you spend hunting for deals and trying to save that last penny may not be worth it. While you can quantify how much money you save by shopping around, you may not realize the opportunity costs of deal-hunting: it often comes at the cost of your time.

You may have a vague sense of the fact that “time is money,” but this might not be telling enough. You can find the approximate value of an hour of your time by dividing your annual income by 2,000 (or, more easily, by disregarding the last three digits of your annual income and dividing the result by 2.)

Obsessive Bargain-Hunters, Coupon Craziness Based on your “hour’s worth of money” or some fraction thereof, set a cost threshold, say $15, for the cost per hour you could spend bargain-hunting. Unless you’re saving as much as this cost threshold, deal-hunting is quite simply a waste of your time and money. So, don’t poke around the internet for a better deal or follow an auction on eBay if you’re saving less than $15 per hour spent deal-hunting. Similarly, don’t run to the Costco at the other end of town just to save a dime a gallon on 20 gallons of gas.

I’ve written previously that life is all about values and the priorities you assign to those values. Therefore, decide which choices in your life really matter and focus your time and energy there. Let numerous other opportunities pass you by.

Another part of leading a wise and meaningful life is not always seeking the best but instead making good-enough choices about the things that matter and not concerning yourself too much about the things that don’t.

Idea for Impact: Don’t spend more time on a task unless it really warrants this in terms of “time-is-money.” As the American Philosopher Henry David Thoreau said, “The price of anything is the amount of life you exchange for it.”

Clever Marketing Exploits the Anchoring Bias

November 17, 2015 By Nagesh Belludi Leave a Comment

Clever Marketing Exploits the Anchoring Bias

In the ’70s, psychologists Amos Tversky and Daniel Kahneman were the first to study a cognitive phenomenon called “anchoring” and its influence on decision-making. Over the decades, extensive research on anchoring has explained that the way and context in which we receive information profoundly influence how we synthesize it.

The effects of anchoring are very visible in marketing, sales, merchandising, and product pricing as it profoundly influences consumer behavior. By offering clever price contrasts, marketers can shape customers’ purchasing decisions. For example,

By offering lower prices and promotional sales, department stores induce customers to compare the sale price against the original price—the “anchor”—and think they’re getting a bargain.
By displaying shiny, expensive new cars in the showroom, car dealerships encourage customers to accept the prices displayed on their used cars or less flashy models.
Patrons at restaurants tend to order the second least-expensive bottle of wine in an attempt to avoid looking cheap. Therefore, restaurants tend to put the highest markup on that very bottle.

The Case of the $429 Breadmaker

Anchoring Bias: Williams-Sonoma $429 Breadmaker Customers are usually more likely to purchase a product when competing alternatives are included, as opposed to having only one product option.

Consider a classic example of this “single-option aversion” phenomenon. A few years ago, Williams-Sonoma couldn’t get customers to buy their $279 breadmaker. They cleverly added a spiffier-and-slicker deluxe breadmaker model to their product line for $429. While Williams-Sonoma didn’t sell many of the new and expensive breadmaker, they doubled sales of the original and less-expensive model.

When the $279 breadmaker was the only model available for sale, customers couldn’t tell whether the price was competitive because there was nothing to compare it to. By introducing a better product for a higher price, Williams-Sonoma provided an anchor upon which its customers could compare the two models; they naturally sided with the $279 model as an attractive alternative.

The Case of the $69 Hot Dog and the $1000 Chocolate Sundae

Anchoring Bias: Serendipity 3's $69 Hot Dog Usually, absurdly expensive premium goods are less of publicity stunts and more of strategic marketing tactics.

Consider the case of Serendipity 3’s menu anchors. In 2010, the popular New York eatery introduced a $69 hot dog called “Foot-Long Haute Dog” with dressings as exotic as medallions of duck liver, ketchup made from heirloom tomatoes, Dijon mustard with truffle shavings, and caramelized Vidalia onions to justify the high price. Of course, Serendipity 3 gained plenty of publicity when The Guinness Book of World Records certified this hot dog as the most expensive wiener of all time.

The true purpose of these ridiculously priced premium items is to make the next most expensive item seem cheaper. Customers who were drawn by the Haute Dog’s publicity gladly ordered the menu’s $17.95 cheeseburger. Even if $17.95 was too pricey elsewhere, Serendipity 3 customers deemed it reasonable in comparison to the $69 hot dog.

A few years previous, Serendipity 3 similarly offered a $1000 “Golden Opulence Sundae” that was only available with a 48 hour-notice. They sold only one Sundae per month. Nevertheless, this was just a shrewd marketing ploy to convince customers to spend more on high-profit margin desserts such as the $15.50 “fruit and fudge” confection or the $22.50 “Cheese Cake Vesuvius.”

Unsuspecting customers ended up paying too much for other meals at Serendipity 3 while believing they were getting a great deal.

Idea for Impact: Be Sensitive of Anchoring Bias

In both the above case studies, even if the companies sold almost none of their highest-priced models despite the publicity they generated, the companies reaped enormous benefits by exploiting the anchoring bias to induce customers to buy cheaper-than-most-expensive high-profit products.

In summary, anchoring exploits our tendency to seek out comparison and our reliance on context. The anchoring bias describes our subconscious tendency to make decisions by relying heavily on a single piece of information.

Call to Action: Sensitize yourself to how anchoring and anchoring bias may subconsciously affect your decision-making. If you’re in marketing or sales, investigate how you could use anchoring bias to influence your customers.

For more on cognitive biases and behavioral economics, read 2002 Nobel Laureate Daniel Kahneman’s bestselling Thinking, Fast and Slow. Also read Nir Eyal’s Hooked: How to Build Habit-Forming Products on how to influence customer behaviors and build products and offer services that people love.

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