small talk instead of BIG DATA; Selling = Communication
summary
A rural butcher turned a traditional shop into an online business that now earns about 50% of its revenue by prioritizing personal communication and detailed product information rather than heavy analytics. The talk describes building a webshop (since 1997 online, shop since 2004), international shipping, a local delivery network, cooking courses and bratwurst events that drive word‑of‑mouth, with 8 employees and annual online growth of roughly 10–30%, showing a profitable, scalable niche model.
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chapters (9)
- 0:00Introduction
- 1:56Small talk to digitalization
- 3:21Internet as communication channel
- 6:09Strategy: What not to do
- 8:15Services and branding online
- 10:21Monetization and specialization online
- 13:05Online consulting and market research
- 14:34Tradition meets digitalization
- 15:37Persistence and follow-through