5 PLANS TO SCALE UP YOUR BUSINESS IN 2021.

Last year was a horrible year for business owners especially MSMEs.

Most companies are striving to stay in business, some are just on the verge of bankruptcy while others have been brutally battered by uncertainties & downward curves.

Red Bull is a weird and fascinating company.

- $7.4 billion in 2020 revenue
- 43% energy drink market
- Makes nothing

Nope, not even the drinks they sell. Instead, they focus 100% on marketing.

Here's what's going on

1/

Before Red Bull there was Krating Daeng (KD).

Founded by pharmaceutical entrepreneur, Chaleo Yoovidhya, KD was created to serve Thailand's country's working class.

Yoovidhya chose the gaur, a member of the bovine family from the region, as the brand's symbol.

2/

Dietrich Mateschitz was a toothpaste marketer. On a business trip to Thailand he discovered KD and fell in love with the drink.

With Yoovidhya, he decided to bring it to Europe. He made changes:

- Name became "Red Bull"
- Added bubbles
- Used a thin can
- Targeted elites

3/

The deal Mateschitz and Yoovidhya struck outsourced production of the drink to the Thai entrepreneur's pharmaceutical company.

That fundamental structure has remained in place today: Red Bull outsources production and focuses on distribution (marketing).

4/

Mateschitz noticed the rise of extreme sports starting in the 1990s. He thought Red Bull should be a part of it.

The years since have seen the company amass an insane empire across sports, media, and apparel.

1. A company that has been brewing just outside our Top-5 for some time now is the electroporation (EP) company MaxCyte. Modelio assesses it as one of the best investments to capture the growing gene editing and gene therapy space, especially in allogeneic ex-vivo treatments.

2. We estimate that MaxCyte stands before a huge inflection point that will accelerate both growth and profitability. We have seen signs of the accelerating underlying activity by the fact that they in the last two years have added 9 of their 12 commercial agreements.

3. What makes MaxCyte unique compared to other “pick-and-shovel” businesses is their claim to milestones and royalties, something usually reserved for pharmaceutical companies.

4. As per the January update, MaxCyte has a potential pool of $950m in milestones, and a 2-3% (our estimates) of sales in royalties, that excludes licenses and consumables for the machines.

5. Reviewing the partners' pipelines, we think milestone revenues will unleash themselves in 2021 and beyond as they move further into clinical trials.

#irrationalebullience If you want to understand the nature of this asset bubble and the epic capital mis-allocation at it’s heart, look no further than rates. CB’s only tool to push an uber-levered financial system that is highly interconnected through derivatives
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away from it’s natural convergence path towards collapse is to create opposing forces to push it towards divergence. Meaning: force, through financial repression, market participants to rely on price continuation, in a way that makes it self-fulfilling.
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The tool used is rates as it is the basis off of which all other financial assets are priced. Today any buyer of $UST across the curve up to 30Y is guaranteed a loss given reals are negative throughout. So the only hope of escaping this GUARANTEED loss
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is to angle for capital gains, i.e a continuous move downwards in real rates to push for some capital gains in real terms. The longer the financial repression lasts, the further investors are pushed out the maturity and credit risk curves.
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Here are examples to understand what exactly is happening. If an investors buys a 5 Y UST he is guaranteed to lose almost 2% in real terms, so making that up in capital gains is much harder given the v short duration.
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