As a food entrepreneur you often have new ideas and want to launch new lines. We love being creative. But how do we manage that creativity so it doesn’t spiral and become a beast we can’t control? Trying to force it can lead to sloppy deliverables, which is always an outcome we want to avoid.
Here are 5 questions I lead my clients through when they have an idea about a new product or service. These questions help plan and shape the thinking around what you’re putting out so that you can produce a product that lives up to what you envisioned.
1. Who is the best customer for this?
You can’t sell to everyone. When you try to you end up with a diluted offer that serves no one fully.
Choose the person in your audience or network who feels like a perfect match for what you want to put together and create it for them.
2. What am I promising?
Pick a simple result. Beware of over-complicating what you are promising.
You will learn how to fold dumplings and have fun doing it is much easier to deliver on than You will learn everything about Korean cuisine.
The first is an easy achievement. The second is setting yourself up for failure.
3. What setup will serve them, and me, best to get the promised result?
Choose a set-up that allows you to deliver what you are promising. Don’t offer a 3 day class if it will burn you out. Don’t promise to serve 30 courses if your kitchen can’t handle it.
Pick what works for everyone, including you.
4. How long do they, and you, need to get the result?
Always ask yourself how much time is required – this includes making the decision to purchase, and for you to deliver. This also includes your development time and process. Once again, don’t try to force a result you can’t deliver on. If it takes you 3 days to successfully create a new product don’t try to do it in 2.
5. What is the best price for this that I know I can over-deliver on?
Something I see frequently is food entrepreneurs charging prices that they feel uncomfortable with. **********Don’t price yourself out of your comfort zone. Ensure you have your costs and profit covered and go with a price that is easy for you to sell. If you charge more than you feel you are worth you won’t do the work necessary to sell because you’ll feel fear and shame every time you try to. Pick a price that you know is right.