Value over Volume

Guys, we have to talk about “Value over Volume”.

I’m just going to admit something… MNML GOLF is bad for the planet.

We make products that cost water, energy, and some raw materials (all of our fabric is recovered ocean plastics but buckles and other accessories are not).

Estimates suggest that around 10,000 to 20,000 liters of water are needed to produce just one kilogram of cotton, and the production of one cotton t-shirt requires around 2,700 liters of water.

This is kinda gnarly. Like, that’s a lot of water.

Can we agree that we are buying too much stuff? 

Ok but let’s be real, we need stuff. 

But what if we bought things that had such a high value that we wouldn’t have to replace them for years???

Could we do that? 

Most of the time the value of a product is directly related to the price. So buying a high value item means spending more - a lot more.

Ok so a 5x multiplier is industry standard - a product is typically priced at 5x it’s production cost. 

So if a golf bag retails at $450, divide that by 5 = $90, and you have the production cost. 

Don’t feel bad. This is just the way it is these days. Marketing, advertising, endorsements, salaries, warehousing, digital services.. It all ads up.

But check this out, if MNML GOLF did the typical 5x multiplier, our bags would be $1000 (more with tech). 

And then sure, we could offer 15% off when you sign up for an email list.

We could offer 40% off for black friday.

We could give free bags to influencers and sign endorsement deals. 

And all of that would drive volume!

It would trick you into buying something because it was endorsed by a paid athlete and is 40% off this one time and for a limited time you can get 15% off if you sign up blah blah blah.

But we don’t do that. 

And that’s why you can buy a MNML GOLF Bag with insanely high value for the same or less retail cost. 

We ARE an outlier. And it’s intentional. 

Intentionally adding value over volume

- Founder, Sam Goulden