READ OUT LOUDTHE STORY BEHIND

- KRONAN -CONQUERING THE WORLD ON AN

OLD-TIMER BICYCLE

BEFORE YOU START….

please look into your camera and tell us slowly your name, city and country… Then you can start reading this paragraph out loud… Have fun!

Kronan quickly became successful – particularly in Sweden, Denmark andthe Netherlands. In six years’ time, they sold more than 150,000 bicycles. “I foresaw a whole lot of other possibilities with the Kronan

brand. My dream was to introduce other products into the market, under the Kronan-banner. As I myself did not have the required funds to do that, I brought in an investor. In retrospect, the fact that I

sold him a majority share proved to be the biggest mistake I ever made. He turned out to be a wolf in sheep’s clothing, who swept through the organization like a tyrant. He fired almost everyone and gave his spoiled

daughter, who had spent her entire life doing nothing except horseback riding, control of the company. I could only watch from the sidelines, powerless to do anything. Finally, I threw in the towel and sold him my last shares.”

- END OF RECORDING-