The “Michael Process” – A Case Study (Segment IV)
Preface: The day Ray Kroc watched the “Michael Process” at a level unparalleled in all his years of visiting customers as a salesman, (two industrious restaurant entrepreneurs from New Hampshire, who thought they could strike it big in California,) he could see plainly his “Michael Process” opportunity too. The “Michael Process” – A Case Study (Segment IV) Simple, effective and powerful, now for an analysis case study of the three step “Michael Process” A) passion for a marketplace, B) a concisely defined problem(s) the marketplace needs (re)solved, and C) providing an effective solution to the marketplace problem(s) defined in step B. Ray Kroc watched the “Michael Process” firsthand in 1954. In preparation for his big day, he also invested decades of effort and work before he became an entrepreneur. As a fifty-two year old milk shake machine salesmen, Ray was performing his duties earning a fading yet comfortable $12,000 a year working as a Multimixer salesman, in an industry heading towards obsolesces from heavy competition. “That evening Ray Kroc, a connoisseur of restaurant kitchens, saw the business potential…… he felt the McDonald brother’s business model was uniquely designed to succeed beyond their wildest dreams”. One month he took a business trip to meet his biggest clients. One of those clients was a restaurant in San Bernardino, CA, that needed 8 Prince Castle Multimixers to churn out 40 milkshakes at a time. As Ray stood looking at his client Richard and Maurice McDonald’s restaurant, with lines of customers waiting to order from the low priced nine item menu, with the two golden arches lighting up the night sky, he envisioned the future career possibilities. As he watched “Michael Process” lifting those two local entrepreneurs, his saw opportunity to apply the process too. That evening Ray Kroc, a connoisseur of restaurant kitchens,…