The business model advocated by Ruslan Kogan is very simple, but simple ideas are often the most difficult to implement. This 29-year-old Russian-Australian has left Accenture to start a new business by financing it on a tightrope, with advances from customers and availability on various credit cards.
Now Kogan Technologies is Australia's largest online retailer of household electronics. The main product is the LCD TV and this is the business model: these are 'generic', non-branded TVs that are produced in China, assembling local and imported components, and then sold on Kogan's website directly to the consumer. It is not exactly a passage 'from the producer to the consumer', but almost. The intermediary is reduced to just one – Kogan – but the costs are very low because everything takes place online.
Ruslan Kogan claims as his role model, which he has now extended to others electronic products other than TVcan be applied in many other fields. His motto, printed on Kogan Technologies T-Shirts, is: “The question is not 'who will give me permission'; the question is 'who will be able to stop me'”.
