Business built on taking the piss

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By Dwain Duxson

Business built on taking the piss - This is a lesson in how to build a bush business. The Collie Hotel has been a success story since Tom and Emily Hancock took over the pub 7 years ago. Now it's time for them to sell.

How have they gone to where 95 percent of pubs don't go? Their brand has been built on the back of bush humour, short videos that take the piss out of Stock Agents, Truckies, Shearers, Builders, Farmers and the like. These short videos have then been uploaded to their 20,000 Instagram, 45,000 Facebook and 77,000 TikTok followers. 

Many people have connected with the witty ditty's, which has turned into mega bums on seats and merchandise sales. And all this with Covid in the middle. 

It's a testament to their commitment to creating content on a regular and consistent basis. Running a pub can be full on, and constantly thinking of ways to entertain your audience and executing on that can be equally exhausting. No wonder they need a break.

Building a strong business in the bush requires you to do something unique, and these guys have nailed it. But to those that buy it, they will have to find a new way to keep the momentum going. Surely it's not repeatable.....

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