How to let your customers' money grow your business

In this extract from his book, The Customer-Funded Business, John Mullins explains how businesses can grow without having to look for venture capital

17th August, 2014
Use your customers' cash to fund your business's development Picture: Thinkstock

Imagine this. It was 1995, and the Coca-Cola Company had just re-entered India after an aborted earlier effort, this time by acquiring the maker of Thums Up, India’s leading cola.

Along with the deal came a thick book describing each of the Thums Up bottlers’ territories in plenty of legal jargon, but without a single map. Coke needed a way to find and understand its newly acquired territories.

Alas, no one had maps...

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