The Power of the Group and Exclusivity

Since I’m teaching tonight at the downtown campus of SFSU CEL, I was particularly interesting in the Groupon email in my inbox this morning. The offer is for $35 worth of scrumptious Italian food at Zuppa for $15. That’s a $20 savings and in any economy, that sounds like a deal!

Zuppa is on 4th Street, just around the corner from SFSU, so perhaps some of my students would like to take advantage of it for a late dinner.

If you haven’t heard of Groupon, it’s worth a look because there are some great offers and because they are usually one day only you feel special if you can take advantage of one. The limited time offer is the exclusivity.

The fact that the offer will only happen if enough people buy-in, i.e. want to take advantage of the offer and commit to being there is the power of the group. You see the business can only offer the special if they have enough people. With a critical mass, they are willing to make a special offer. If not enough people sign up, the deal is off.

So it’s one of those win-win propositions. The business uses Groupon to promote business and the customers receive a special deal because they are Groupon members.

Group (rock) on!

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