Editor’s note: This article was first published in August 2010: Zucker’s age (29) and the 75 shops and restaurants in the distribution network are 2010 figures.
Craig Zucker is a New Yorker who came up with a business idea at the age of 29. At first it might have seemed a little absurd, but he has managed to turn it into a very profitable and lucrative business: selling tap water. What is the secret of his success?
Craig Zucker knows that New York’s water is among the purest there is, and yet consumers buy bottled water brought in from elsewhere. With his business idea, Craig has touched New Yorkers’ hearts by appealing to their local pride. Why buy water from somewhere else when we have the best water right here?
Without wasting any time, Craig started selling tap water at a dollar and a half a bottle, about 35 cents cheaper than the mineral water people buy. The bottle says it plainly: this is New York City tap water.
Craig moved to New York and found a partner. They rented a warehouse in Brooklyn and started pumping the water that came out of the tap, paying 2 dollars a month and drawing as much water as they could and wanted. They also rented a truck to distribute the water from New Jersey.
Today, 75 businesses, including shops and restaurants, are signed up to their distribution network.
When he went to the bank for financing, he was asked why people would pay for something they can get for free. Craig replied that there aren’t that many drinking fountains in New York City.
Further reading
- The last goodbye on the internet: online funerals
- The million dollar homepage
- Bodog.com, a business built on vice
- How can I start a business with no money?
- The advantages of starting a business in times of crisis
Featured image: Petras Gagilas, CC BY-SA 2.0, via Flickr.
