The temperature was a cool 97 degrees, and I was being pulled down the sidewalk by my panting dog Callie (who always seems to be in a hurry to get everywhere) when I saw the plywood sign: “Cool Lemmon-aide 50 cents”.
The words had been clearly printed in black magic marker in what looked like the handwriting of a 7 year old. The plywood was leaning against an aluminum card table, which held a pitcher of icy lemonade and a sleeve of paper cups. Next to the lemonade was a glass jar, filled about a quarter-full with loose change and crumpled dollar bills. Seated behind the table was my old friend Rick O’Shea, who has not been 8 years old for quite some time.
He stood up when he saw me walk over. “Want some lemonade?”
No. What the heck are you doing?
“I bought the stand from the kid who lives here. The little bugger was making a killing. I saw the opportunity and bought the rights to the stand for 50 bucks. He threw in the supplies and the use of the yard and hose. He’s inside somewhere, playing video games.”
Uh, Rick. Did you talk to his parents about this? What if they come home and see some guy selling lemonade in their front yard?
“Oh, I talked to the guy’s father. He looked at me a little funny, but when I produced the 50 bucks, he agreed right away.”
So, how’s business since the takeover?
“I have to admit that it’s been a little slow. Do you think it’s too hot for people to come outside? Maybe I should offer a free hose-down with every cup.”
Maybe it’s because people think it’s creepy to see a 34 year old guy selling lemonade in someone else’s yard?
“Come on. There is money to be made here. Do you want a cup of lemonade or not?”
Ah, that would be no, thanks.
I turned, and Callie tugged me home.
About three hours later, I was driving past the house when I saw Rick sitting on the grass next to the road. The piece of plywood now read, “Cool RICK’S Lemmon-aide 50 cents AND FREE iPod”. The 8-year old was back behind the card table, cheerfully serving a cup of lemonade to a grateful mailman. The money jar was now about half-full with crumpled bills and loose change. I pulled over and rolled down my window.
Rick walked over and leaned on my car. “Change your mind about the lemonade?”
Not really, Mr. Trump. What’s this about an iPod?
“Well, after about a half-hour with no business, I started having thoughts about torching the place for the insurance money.”
Yeah, probably not a good idea, since a) you don’t have insurance, and b) the owner is bigger than you and he might take exception if you burned down his house.
“Yeah, that’s what I thought. So, after another half-hour of zero business, I hired the kid back at 5 bucks an hour to sell the lemonade. Business did pick up a bit, but it was clear that I wasn’t going to make a profit without some kind of marketing campaign. That’s when I had the idea that if I gave away a chance at a free iPod with every cup, people would come running.”
Did they?
“No.”
So, with the 50 bucks to rent the stand, the 5 bucks an hour for the kid, and the money for the iPod, you’re taking a real bath on this whole thing.
“Not at all - I’m building brand loyalty. I have a three Saturday option on this stand, and soon I hope to buy out that kid down on Chestnut Street. Soon Rick’s Lemmon-aide will be a household name.”
Doesn’t that container say ‘Country Time’?
“Shhhhh…don’t be giving away trade secrets.”