In Des Moines, IA it is tough to find good seafood and when you find a place that has it – you keep going back. Our place of choice is Waterfront, but as you can imagine, fresh seafood in Iowa costs a little more than it does on the coasts. So last week, we decided to try to make our favorite Waterfront cuisine ourselves at home.
To our surprise, Waterfront offers up their recipes on their website – in printable 4×6 recipe cards. They also have a market attached to the restaurant that sells fresh seafood daily.
Many businesses consider their recipes top secret – whether it be business processes, industry knowledge, or expertise. So why does a business like Waterfront embrace it? Why do they give out their recipes and all the means to make it yourself when their core business is to prepare and serve you food?
This act of giving away information is core to the Freemium business model. It is fundamental to the content strategies Doug and I discuss on our internet business podcast and is something I teach my clients when we discuss organic SEO. It’s the reason I blog, record a podcast, tweet industry details, etc. I give away my successful internet business recipes daily – but for what? Why give away something when I can force people to pay me for that knowledge?
Lets return to Waterfront… They give you a recipe and the ingredients – and send you on your way to make that delicious Halibut Royale that you’ve eaten in the restaraunt a number of times. Excitedly you arrive home and start cooking. As you work your way through the recipe you find it’s not as easy as you had thought. And when you finally pull it out of the oven and take the first bite – you realize it’s not near as good as it is in the restaraunt. So next time you get the craving for fresh seafood you will likely return to the restartaunt and purchase the expert-made halibut royale rather than attempting to prepare it yourself.
So I give away all my web strategy recipes. Some people will take them and run – never requiring my consulting services. But many will take the recipes and try to make them work themselves only to realize they aren’t cut out for it. Upon this realization who do you think they will return to? … the chef that gave them the recipe.
flickr photo via LittleGem2008
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{ 2 comments… read them below or add one }
In New Orleans, the business practice of giving something extra away to your customers is called Lagniappe. I agree that it is a highly valuable business rule of thumb.
Allen – Very interesting!