Clawing Out A Unique Experience
Posted on September 2, 2008
How do you transform the speculative (and rapidly disappearing) craft of lobstering into a uniquely profitable experience? Take one part Nantucket Nectars, two parts Vineyard Vines, add a pinch of You Tube add the personality of a blog, a bit of gambling and a dollup of Community…and presto, you’ve got Catch A Piece Of Maine.
For $3,000 you get a lobster trap for the year…and everything that it hauls in. You pick the captain you want to “team up with”…and you are off. They promise you a minimum of 52 lobsters…but what you get is a unique taste of The Experience Economy and a lesson in the power of a value added business model.
Seth Godin would be so proud.
From video clips from your captain, to maps that show the location of your trap on that particular day, to “all the fixins”, these two brothers have created a niche business that is built less upon overnight seafood delivery (there are a number of Maine companies who do that) and more about “getting your feet wet” in a unique industry that takes place in a special part of the country.
Finally, this approach increases affinity for and awareness of an industry that is under fire. A number of factors from climate change to “over lobstering” have pushed this craft to the brink. Catch A Piece of Maine is not just a fascinating “change the game” approach to the lobster business, but it just also may help bring positive waves of change to an evaporating American craft business.
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