We did it. We actually did it! It is with a considerable amount of relief, emotion, elation, trepidation and excitement that we write those words.
After a year and a half of slog, development, standing in fields at 4am at Electric Picnic and wondering if it will ever actually be a real product on shelf, we launched Cool Beans into the retail market. As part of the Food Academy programme (a collaborative initiative between Musgraves, Bord Bia, and the County & City Enterprise Boards), we launched our product in five SuperValu stores in Dublin.We added another 10 stores to that the following week and we are due to launch in Cork in the coming weeks.
It has been the most amazing journey and we can’t thank all our supporters and naysayers enough. Our supporters believed we could actually get this far and the naysayers challenged every aspect of our business, ultimately pusing us to prove them wrong. There were times when we didn’t think we could or would make it but we did and it feels oh-so-good.
But enough of all that sap, we want to share some things we learned from the launch to help others improve their experience and not make the same mistakes we did. Don’t get us wrong, overall it was an extremely positive experience but there are always tips which can be passed on. Below is a list of the things to do and the things NOT to do when you are launching your first retail product and conducting in-store tastings.
DO: Bring your mum on in-store tastings. It's probably the default position of human nature; when you need support, you call your mum. Our mums drove up from Cork and Tipperary to help set up stands, talk to customers and basically hustle... and man can they hustle. Customers love to see the people behind a brand, and with our mums there we were able to find our feet in what can be a pretty daunting situation.
DON'T: Forget to check all your equipment in advance. It may seem simple but make a list of everything you can possibly think that you will need (we're talking extension leads, sanitiser wipes to clean down surfaces and hygiene gloves for serving the samples) and have it all prepared the night before. You don't want to be pestering the store manager or staff to provide items that you've forgotten.
DO: Get to know the staff in the stores. They are your best barometers of customer sentiment and feedback. They are your eyes and ears on the ground when you're not there so it's important to have them on side. Talk to them, seek their opinion and thank them for their help.
DON'T: Presume you are top of other people's agendas. As part of the Food Academy programme we have been well mentored and supported with the development of our product. That being said, unless you push your brand and product you can't expect other people to do it for you. We are great believers in the saying "if you don't ask, you don't get" and we are always willing to chance our arms. Ask for better locations in store for your product and for dual citing if suitable. That might mean being moved to the grab and go section or next to the deli, depending on the type of product you have and the customers you're targeting. They might say no (and sometimes they do) but a lot of the time they're willing to try things and you won't know unless you ask.
DO: Rest up and ensure you eat well before embarking on what is a very long day.
DON'T: Use a docket book for the first time in front of a customer! Sarah: I'm calling Isolde out on this one; it took her five attempts until she got it right and used the carbon paper properly. No one teaches you this stuff so practice it in the car park before you go in. Despite the crippling embarrassment it probably gave the store manager their laugh for the day which is some consolation.
DO: Get your sales pitch perfected in advance. What are you key messages? What are the potential difficult questions you might face (cost is always one that pops up)? Be clear about what you want consumers to know about your product and talk clearly and concisely about it. You also need to be able to tailor your pitch to your audience. Cool Beans is a product which is about living a healthy lifestyle while also offering convenience. We have lots of benefits which we can talk about, no added sugar, gluten free, low in calories, but not everyone cares about the same things so try to see what gets a reaction in the person you are talking to and expand on that point.
DO: Use social media to share what you are doing, remind people where the product is and when you are in store. If nothing else your friends who live locally might pop in and give you some moral support.
DON'T: Position your tasting stand directly in front of a chill fridge! Adjacent is where you want to be. Sarah unwittingly set up in SuperValu Mount Merrion right in front of a cold display and suffered from chilly bum for the rest of the day. Let's be honest it's just too embarrassing to ask the store manager can you move because your bum is cold. Ruins all credibility!
DO: Put a smile on your face and enjoy it. There is actually no feeling like it when someone tastes your product, makes that yum face, says something nice about it and buys one of each flavour. It is the best buzz out there and makes standing for hours at a time pass really quickly.
So there you have it, our insights from initial launch tastings. Now the fun begins as we add stores and try to grapple with the challenges that brings. Watch out for us in a SuperValu or a gourmet food store near you and thanks to everyone who has met us and been so supportive and friendly - you rock.
