It's been almost exactly 6 months since I started by Substack. Here is what I've learnt so far. (1/x)
Substack is a new platform. Many niches are still up-for-grab.
I was hoping that "Asia-Pacific value stocks" would be enough of a niche so that I could survive as a Substack writer. It worked. Substack is now my full-time profession.
Branding: A friend recommended "The 22 immutable laws of marketing". Brilliant.
Create a visual design language that's both distinctive and provokes the right associations.
Pick an easy-to-remember name. In hindsight, "Asian Century Stocks" is probably too generic / long.
2/ Product portfolio:
• Liquid milk (72% of sales): Ultra milk, Ultra Mimi (for children), condensed milk
• Tea and health drinks (19% of sales): Jasmine tea, mung bean and tamarind drinks.
• Other (7.4% of sales): Production for 3rd parties such as Unilever
3/ Competitive position:
• Indonesia's largest dairy brand ("Ultra Milk") with 40% market share in liquid milk
• Strength in UHT milk, which has shelf life of 6-9 months at room temperatures (convenient)
• Also has a presence in RTD tea with Teh Kotak
5.3 trillion cigarettes are sold each year to 1 billion smokers. Would be unwise to exclude the industry from your universe just because of ESG / unpopularity.
While volumes have dropped globally, retail value has stayed flat. It would have increased was it not for the stronger dollar since 2014.
How to brainwash someone:
• Compel the person to make an inconsequential statement
• Dig deeper and ask the person to make other related statements that are increasingly at odds with the person's beliefs
• Constant repetition until the person's self-image has changed