The Birthday Cake Philosophy
Competitors offered better margins. Bigger schemes. More incentives. Yet when I needed that extra push during month-end, when I had supply crises, when rivals tried to poach my partners — they stayed.
The Situation:
Competitors offered better margins. Bigger schemes. More incentives. Yet when I needed that extra push during month-end, when I had supply crises, when rivals tried to poach my partners — they stayed.
What I Did:
Maintained a database. Not just business metrics. Birthdays. Anniversaries. Kids’ exam results. And I didn’t just send WhatsApp wishes. I sent cakes. Actually delivered to their homes.
The Lesson: ₹500 for a cake, 6-7 occasions per partner per year. ₹35,000 annual investment for my top 10 partners. The return? Loyalty you can’t buy with margins.
