LaserMonks: The Next Amazon.com?

There was a great article today in the LA Times about 5 monks in Wisconsin that started an online store called LaserMonks to sell printer ink cartridges to help support their cause. This is not a completely unique happening... a few years back there was a best-selling CD called Chant by a group of Benedictine monks and I remember reading a story about a convent of nuns in California who were having success making olive oil, not to mention the fact that Belgian Trappist monks have been making some of the best beer in the world for about 700 years.

However, the thing that struck me was how big a business these monks had built. Starting in 2002 with $2,000 of revenue, they hit $4 million last year and are estimating $7 million this year. Whoa! That's not bad for 5 guys with day jobs (albeit, they probably have a bit more available time than your average working Joe).

What you're seeing here is the same type of shift I spoke of yesterday. In the 20th century, manufacturers and retailers were innovating and driving consumer demand, but in the 21st century it's consumers who are reinventing themselves and driving business. With a "long tail" of products and suppliers now available in the digital world, consumers are free to express themselves in more and more ways. For those who care about what happens to the profits from their purchases (a growing segment of the population), the monks' marketing message resonates...

COMMERCE WITH COMPASSION: Given the same product at comparable pricing, wouldn't you rather purchase from the company whose proceeds support our communities?

This shift in consumer behavior is creating many opportunities for businesses. Companies like Zlio, that provide the capability for anyone to set up an online store in a matter of minutes, will help to create a long tail of stores that will allow any individual or group to quickly become a retailer and leverage their own particularly unique positioning, whether that's being an abbey of monks or an expert on hot sauce. That's pretty exciting stuff.

Obviously, there's still a place for the large retailers (and a big place for retailers like Nordstrom who understand how to build customer loyalty and value through great experiences), but these types of niche businesses with unique positioning will take some of their revenue... they are meeting a demand of the 21st century consumer.

P.S. I just love the top nav on LaserMonks...

... on what other eCommerce website do you see an option for "Prayer Requests"!