Category: First65

by Adrian :: 30.09.12

F-Commerce = Group Buying

We’ve been at it for over a year. It’s taken far too long but this week we launched our first product. Please welcome Demand Beer into the the fold.

When my co-founders of The First 65 and I sat down in the very early part of 2011, ideas were thrown around in abundance- so much to excite us about the promise of the digital world. One of the shiny topics we debated was “The Big Bang of F-commerce” (F for Facebook, btw)

We concede: there hasn’t been much to celebrate yet. But then most brands have served nothing more than their E-commerce offer framed in Facebook. We don’t think this is F-Commerce.

In fact, we are yet to see anything earth shattering in the F-commerce space and that’s why we decided to do something different.

We think F-commerce is about sharing a buying experience. It should be about clubbing together with a few friends to buy something together. How about a gift?

We created a platform called PlainSocial.com. The proposition of implementing PlainSocial is a real cracker! It’s a marketeers’ dream to have multiple people involved in a single sale: a powerful word of mouth amplification.

Take DemandBeer.com for instance: A case of cider delivered to the recipients door costs £40. Find 20 people and all they have to do is contribute £2 each. Hardly felt by each contributor’s pocket – the recipient feels loved by all their 20 friends and in so doing we manage to reach 20 people in this single transaction. We’re pretty convinced that the whole ordering process is so frictionless that several of the 20 people will return when left scratching their heads for a gift for someone.

Why not give it a try? Until the 18th October 2012, we are running a promotion with the The 3 Beards in London. Just give the Facebook app a test drive (no purchase is necessary) – check out how to enter here. We’d love to hear your feedback so please email us at help@demandbeer.com

I’m going to be bouncing our app idea off the Don’t Pitch Me Bro community in London on Thursday 4th October – If you’re in London join us from 7-11pm at Wayra’s HQ –  tickets are still available (at time of writing) (donate what you can afford)