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•Ten Greatest Ideas that Do Not Fit a Pattern 161

Similarly pubs, originally designed to make money out of drinks, now make the
real profits from food. Packaged holiday companies have wafer-thin margins on the
holiday itself but do well out of selling holiday insurance. And so it goes on.

The principle is simple. Use the core business to cover your costs and make the
cream on the top with other products, which can be cross-sold.

Ask yourself
Does such an idea have relevance in your business?

Idea 99 – Know your risks

There is a major parade taking place right through central London and some 25,000
people are expected to come to watch it. You have an opportunity to buy one of the
concessions. If you buy the ice-cream concession and it is a nice day you will clean
up. If you buy the umbrella concession, you will make a fortune if it rains.

There is an alternative to this high risk/high return decision. You could go in
with someone else and effectively own half of each concession. You are bound to
make money, but nothing like the fortune you would have made had climatic
conditions suited you.

You pays your money and you takes your risks.

Idea 100 – Its up to you

There is no idea 100. It is almost certain that in this compilation I have missed your
all-time favourite, brilliant business idea of all time. So this is your opportunity.