In 2024, JVM will be offering:
1. Spill-proof mortgages;
2. Pastel colored mortgages;
3. Extra large mortgages that fit in cupholders;
4. Mortgages with more ergonomic handles; and
5. Fireproof mortgages.
We’re also trying to get a bunch of influential Utah moms to endorse us on TikTok, and, most importantly, we’re wrapping our mortgages around ice and desperately trying to get them to survive a car fire without the ice melting (this is proving to be much harder than we thought though).
We are confident that this will work so well because it worked extremely well for Stanley, as explained in this great post on X by Joe Pompliano.
What Happened To Stanley
Stanley is a 110-year-old company that focused primarily on their renowned thermos bottles for years – that they marketed only to men (big mistake).
In 2019, they had total sales of about $70 million, but total sales are expected to exceed $750 million this year!
What Stanley did was bring over the guy from Crocs, who actually made Crocs cool.
Sidebar: My brother is a developer living on a 700-acre ranch in Texas. He’s never worn anything but cowboy boots since emerging from my Mom some 64 years ago. BUT now he wears camo-colored Crocs because “they’re just too comfortable not to wear.” Converting a lifetime cowboy to a Crocs wearer may be the strongest proof there is of the marketing talents of the former Crocs guy.
Anyway, the former Crocs guy made Stanley cool by focusing on the famous “Stanley Quencher,” and by offering it in larger, cupholder-friendly sizes, and in a multitude of cool colors.
Stanley also had the wonderful fortune of seeing one of their Quenchers survive a car fire with the ice un-melted, as seen in this viral video (only 15 seconds).
This 10-minute video, How Stanley turned a 110-year-old water bottle into a $750 million business, tells the entire story and it is very worth watching if only to see Stanley’s head designer – who is right out of central casting (fit, middle-aged, European hipster with an accent and leather jacket).
This, however, is what I find most interesting: I think the Stanley fad will come crashing down. They have become a huge sensation, and people are now collecting and hoarding them – paying for more than retail to get them.
But, as soon as someone comes out with something cooler or better, Stanley will not only become instantly uncool, the value of all those “collectibles” will no doubt plummet.
AND THAT IS WHEN I PLAN ON SWOOPING IN TO PICK UP DOZENS OF THEM – SO I CAN USE THEM TO STORE MY BEANIE BABIES!
2024 is going to be a very good year indeed!
