The challenges of an umbrella-sharing startup

This article about the challenges faced by an umbrella-sharing startup was the funniest piece of content I read this week.

I wanted to check whether the story is true or just a parody and, although I couldn’t find the company’s website, the number of credible news sources that covered the story suggest that it’s likely true.

It’s a useful reminder that X for Y startups, where X is a category-defining startup in a very large category and Y is a new category where company X’s model is applied, don’t work unless there’s a real customer need for X’s model to be applied to Y.

It’s also a reminder of the beauty of capitalism.

Here’s the article.