For many, queuing is a waste of time. For others, it’s a business opportunity. Such is the case of Robert Samuel, a former employee of AT&T in New York, who has managed to turn a mundane experience – waiting in line to buy an iPhone – into a thriving business model. Today, he runs Same Ole Line Dudes, a company that charges up to 40 dollars an hour to stand in line for its customers.
An idea born in a queue for the iPhone 5
The story begins in 2012. While working in the telecoms industry, Robert Samuel suggested queuing on Craigslist for the new iPhone 5. A client hired him for three hours, but cancelled at the last minute. Rather than waste his time, Samuel sold his place to another buyer, then to a second, cashing in for $300 in a single day… without moving from his chair.
This anecdote gave him an idea: why not monetise this wait? He set up an account on social networks, then a company, which continued to grow.
A company made for New York
Today, Same Ole Line Dudes has 45 employees. All of them offer a simple but effective service: waiting in the place of customers to buy concert tickets, attend a high-profile trial or buy a product that is in great demand.
And the prices? Between $25 and $40 (around €30 an hour), with a minimum of two hours’ service. Additional charges apply: 3 dollars an hour in bad weather, 15 dollars for an overnight wait, 20 dollars for urgent requests. During busy periods, such as Christmas or the launch of highly sought-after items, rates also increase.
When asked about the secret of his success, Robert Samuel remains humble. His philosophy: “Look at what annoys people. Behind every complaint, there may be an opportunity.”
In New York, queuing is a frequent and often frustrating ordeal. By turning this frustration into a service, he has not only solved a problem but created a new market, based on the management of personal time as a precious resource.
Surprising stability in a fast-moving market
In a city where trends change every week, Samuel’s business has been able to adapt. He says that demand is constant, driven by a constant stream of new products, event launches and endless queues.
Even legal institutions have called on his services. During the high-profile trial of Sam Bankman-Fried, the company was asked to reserve seats in the courtroom. Robert Samuel epitomises the power of a simple, well-executed concept. By listening to the needs of his environment, he has built a profitable, stable and unique business, proving that sometimes all it takes is a good idea… and a little patience.
