Simon Mellin, Founder & CEO @ The Modern Milkman
Simon Mellin, CEO of The Modern Milkman, shares the unconventional journey of reviving milk delivery by solving the core problems that killed the original industry. He reveals how population density fundamentals drive unit economics across markets, and why necessity-based subscriptions like milk create stronger business models than nice-to-have products.
Key takeaways
- •Traditional milk rounds failed because they couldn't adapt to a cashless society, creating an opportunity for digital-native approaches.
- •Population density directly impacts delivery economics - the US has 20% of UK density but higher consumer spending balances the unit economics.
- •Necessity-based subscriptions outperform nice-to-have products because customers genuinely need regular replenishment of essentials like milk.
- •Early-stage startups should focus on proving their model locally before worrying about global domain availability or expansion plans.
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