Contestable Markets - The Return of Doorstep Milk Deliveries
This is a fascinating readon the leadership challenges of reinventing a traditional industry - doorstep deliveries for milk.
Back in the 1970s, early ninety per cent of milk was delivered direct to people's doorsteps by a legion of milkmen and milkwomen with their trusty milk floats. With forty years, that percentage had dropped to less than five per cent as the majority of us relied on stocking up on milk from supermarkets and convenience stores.
But now a raft of new entrants into the home delivery sector are focusing on bringing milk and a range of other products to our doors with great emphasis on sustainability (drawing on the principles of the circular economy).
The Modern Milkman, founded in 2018, and DairyDrop provide competition to Milk and More which is the business featured here. Do have a read, it is superb context for #theme3micro