Grassroots Growth

Grassroots Growth
Ayr is a former scientist with an MBA from Harvard. After several years with McKinsey, he decided to follow his dream to create a chain of fast and friendly vegetarian restaurants.

He could have hired a chef and tested his menu with focus groups, but instead he decided that it would be better to run a lot of experiments at low cost. So he launched his restaurant from a food truck parked outside the MIT campus, updating his customers about daily specials through text messages and blog posts.

After six months, the results have been phenomenal. By starting small and prototyping, Ayr is learning while he shapes his business. He’s adding additional trucks, developing permanent spaces, and has begun to cater special events. Each experiment brings him closer to his ultimate goal.

How can you intentionally limit your resources to create a more inspired offering?



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