How often do you see people selling umbrellas when it rains?
No often enough. Why not base a business idea to coincide with the weather or sell something at the very wrong time and leverage the entertainment value into unexpected consumption. IKEA often times its sales to coincide with bad weather. In rainy climates, it is very easy to get the most out of a rainy day by actually lowering the price of umbrellas when it’s raining, maximizing the value for the customer. This rainy day mentality can be applied to everything from search engine positioning to charter sales. Being able to time customer behaviour with consumption is one of the factors driving the success of EBay around the world.
When is the value the highest for your consumers to consume?