Transcript
Introduction
Dietrich Mateschitz is one of the most successful entrepreneurs of our age, a man who single handedly changed the landscape of the beverage industry by creating not just a new brand, but a whole new category, the energy drink. He is the visionary who brought the world Red Bull. In return for his innovation, the world has made him very rich over the last few years. He was taking anywhere from $500 million to $800 million a year in annual dividends, and he had a net worth somewhere between $20 billion and $30 billion.
Mateschitz also runs an efficient enterprise. In 2010, Red Bull employed just 7,758 people, which works out to more than $667,000 in revenue per person. This success is the realization of a business plan that shoos conventional advertising in favor of marketing through its own events, shows, sports teams and publications. Red Bull has produced its own TV programs, films, magazines, websites and a steady diet of videos online featuring snowboarders, rally cars, surfers, cliff divers and concerts, and a guy jumping from space.