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Schumpeter - Apple's duel with Facebook is a new form of big-tech rivalry | Business


AST WEEKEND Mark Murrell, the founder of Get Maine Lobster, bought an Oculus virtual-reality (
VR) headset. It is a plaything, but he quickly thought of business. “I can’t wait until everybody has one,” he says. “If only I could have an ad in one of those.” His business is delivering lobsters, at an average $190 a box, to homes across America. In his fantasy
VR world, he would take customers via their headsets out on boats to see the catches, or give them cooking lessons all while gently nudging them to place orders. Since his business started in 2009, its primary means of reaching new customers has been through ads on Facebook. It is not lost on him that Oculus is also owned by the social-media giant. “I was like ‘wow, watch out!’,” he says. ....

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Investing in the Future of Food: Get Maine Lobster drives DTC online sales with partnerships


Selling direct-to-consumer (DTC) online has emerged as a favorite go-to-market strategy for emerging brands launching during the pandemic, and while it can offer better margins, a more intimate connection with shoppers and flexibility around pricing and assortment, the CEO of the DTC seafood company Get Maine Lobster warns going it alone online comes with significant challenges.
Among the most notable hurdles selling DTC online are driving discovery and brand building, which Mark Murrell explains he overcame when he founded Get Maine Lobster in 2009 by forging partnerships, some unexpected and others counterintuitive on the surface.
But, he explains in this episode of FoodNavigator-USA’s Investing in the Future of Food​, maintaining this practice over the next decade and through the pandemic helped him drive 6X year-over-year growth and see a 425% increase in boxes and product shipped to more than 36,000 new consumers acquired in 2020 alone. ....

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