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An I.P.O. Process That Is Customer-Friendly
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The 1995 IPO of Samuel Adams and how it was made open to all investors, especially targeting its customers by attaching information tags on the IPO on each 6 pack of beer. For this IPO 100,000 customers sent in checks of $15, only 30,000 were accepted because the original estimate for the IPO was set at 30,000 shares. Founder Jim Koch says it benefitted the company because it created a loyal shareholding base and rewarded loyal customers- shares have since risen to $100 a share. Koch says it gave him the right feeling to do it this way.
Samuel Adams 1995 IPO
02/18/2012
Samuel Adams made its IPO offering open to all investors especially its beer drinking customers. A information tag was attached to each six pack of beer informing customers they could buy shares at $15 a share in the IPO. This made for a loyal shareholding base for Samuel Adams, and rewarded the loyalty of customers, creating a positive image for the product in the marketplace. It also fitted in with the founder's sense that this was the right way to do it, rather than let insiders manage the IPO for their own benefit.
Grouped Articles
An I.P.O. Process That Is Customer-Friendly
New York Times 02/18/2012
Obama Signs Bill Easing IPO Rules
Wall Street Journal 04/05/2012
Samuel Adams beer company
02/18/2012
Grouped Articles
An I.P.O. Process That Is Customer-Friendly
New York Times 02/18/2012
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