Getting Your Recipe to Market: A Case Food Entrepreneur and ...
Getting Your Recipe to Market: A Case Food Entrepreneur and ...
Getting Your Recipe to Market: A Case Food Entrepreneur and ...
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<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>: A <strong>Case</strong> <strong>Food</strong><br />
<strong>Entrepreneur</strong> <strong>and</strong> Product Development<br />
Uri Kushner, Program Facilita<strong>to</strong>r <strong>and</strong> Business Advisor<br />
Small Business Development Center at CLIMB Center<br />
Portl<strong>and</strong> Community College<br />
Presented at:<br />
98 th Annual <strong>Food</strong> Manufacturing <strong>and</strong> Packing Expo <strong>and</strong> Conference
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>: A <strong>Case</strong> <strong>Food</strong><br />
<strong>Entrepreneur</strong> <strong>and</strong> Product Development<br />
• Our Collaborating Partners<br />
SBDC CLIMB Center at Portl<strong>and</strong> Community College<br />
OSU <strong>Food</strong> Innovation Center<br />
<strong>Food</strong> Biz Startup<br />
New Seasons <strong>Market</strong><br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Presentation Objectives<br />
A <strong>Case</strong> for <strong>Entrepreneur</strong> <strong>and</strong> Product Development<br />
• Introduction :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Outreach > Recruitment > Enrollment<br />
• Alumni Survey : The Impact of <strong>Entrepreneur</strong>ship<br />
Past > Present > Future<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Introduction : <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Outreach<br />
(Ongoing)<br />
Recruitment<br />
(3 – 4 months)<br />
Coursework<br />
(12 weeks)<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Introduction :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Outreach<br />
• Collaborating Organizations<br />
State, Local & Other Economic Development Agencies<br />
• Social On-line Media<br />
PCC.edu, Twitter, Facebook, YouTube<br />
• Relationships with Others<br />
Alumni, Advisors, Advocates<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Introduction : <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Outreach > Recruitment<br />
• Individual Research<br />
• Expert Referral<br />
• Advisor Review<br />
Small Business Development Center<br />
<strong>Entrepreneur</strong> Development Series<br />
<strong>Food</strong> Innovation Center<br />
<strong>Entrepreneur</strong> Seminar Overview<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Guided Interview Process<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
GYRM <strong>Market</strong>ing
Introduction :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Outreach > Recruitment > Enrollment<br />
Spring <strong>and</strong> Fall Sessions (13 weeks)<br />
Produce a Safe <strong>and</strong> Wholesome Consumer <strong>Food</strong><br />
Determine how <strong>to</strong> develop, package, label <strong>and</strong> produced a<br />
commercial ready product<br />
Promote a Product through Established <strong>Market</strong>s<br />
Evaluate if the product concept fills a unique consumer need that<br />
will result in repeat sales<br />
Profit from Product Sales as a Business<br />
Forecast manufactured cost of goods sold as well as distribution<br />
<strong>and</strong> marketing expenses <strong>to</strong> determine profitability<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Introduction :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Outreach > Recruitment > Enrollment<br />
Produce Promote Profit<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Introduction :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Outreach > Recruitment > Enrollment<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Introduction :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Outreach > Recruitment > Enrollment<br />
◊<br />
Produce Promote Profit<br />
◊<br />
Time <strong>to</strong> <strong>Market</strong>:<br />
A Local <strong>Food</strong>s Showcase<br />
◊<br />
Weeks 1 <strong>to</strong> 12<br />
36-student contact hours Coursework<br />
15-hours one-on-one Advising<br />
Weeks 13<br />
Public Trade Show<br />
Sales Presentation<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Presentation Objectives<br />
A <strong>Case</strong> for <strong>Entrepreneur</strong>ial Partnership<br />
• Introduction :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Outreach > Recruitment > Enrollment<br />
• Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past > Present > Future<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past<br />
Explorers with ambitions <strong>to</strong> start a food business<br />
Entrants working as small <strong>and</strong> medium-sized enterprise<br />
Enterprises with specific technical <strong>and</strong> business needs<br />
Exp<strong>and</strong>ers with market opportunity <strong>and</strong> business experience<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past<br />
Measure Program Impact<br />
Many<br />
Explorers<br />
# <strong>Entrepreneur</strong>s<br />
Few<br />
Entrants<br />
Enterprises<br />
Exp<strong>and</strong>ers<br />
Low<br />
$ Value<br />
High<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past<br />
<strong>Food</strong> <strong>Entrepreneur</strong>s – Explores, Entrants, Enterprises, Exp<strong>and</strong>ers<br />
Commercial Product<br />
A<br />
Yes<br />
<strong>Market</strong> Channel<br />
No<br />
B<br />
Yes<br />
Specific Problem<br />
No<br />
C<br />
Yes<br />
<strong>Market</strong> Expansion<br />
No<br />
D<br />
Yes<br />
No<br />
Explorers Entrants Enterprises Exp<strong>and</strong>ers<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past<br />
Alumni Survey (F06, S07, F07, S08) Before <strong>and</strong> After Workshop (n=17)<br />
Binary coding scheme <strong>to</strong> calculate Program Impact ( 1 = Yes <strong>and</strong> 0 = No)<br />
Before GYRM 5.2<br />
After GYRM 8.4<br />
Fall 2008 - Survey Results<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past > Present<br />
Alumni Survey (F08, S09, F09, S10, F10) Before <strong>and</strong> After Workshop (n=15)<br />
Binary coding scheme <strong>to</strong> calculate Program Impact ( 1 = Yes <strong>and</strong> 0 = No)<br />
Before GYRM 6.9<br />
After GYRM 10.8<br />
Fall 2011 - Survey Results<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past > Present > Future<br />
Before :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
BEFORE … SCORE … AFTER<br />
< 0 <strong>to</strong> 0<br />
< 1 <strong>to</strong> 2 > ><br />
< < < < < 3 <strong>to</strong> 4 > ><br />
< 5 <strong>to</strong> 6<br />
< 7 <strong>to</strong> 8<br />
< < 9 <strong>to</strong> 10<br />
< 11 <strong>to</strong> 12 > > ><br />
13 <strong>to</strong> 14 ><br />
< < < 15 <strong>to</strong> 15 > > > > > > ><br />
After :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past > Present > Future<br />
Before :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Explorer – Ambition <strong>to</strong> Start a <strong>Food</strong> Business<br />
After :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
“ I found the classes very beneficial <strong>and</strong> helpful, <strong>and</strong> although I<br />
have not yet proceed with my product, I still have all the<br />
information should I be able <strong>to</strong> proceed. ”<br />
Fall 2007 Response<br />
Explorer – Ambition <strong>to</strong> Start a <strong>Food</strong> Business<br />
Fall 2011 - Survey Results<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past > Present > Future<br />
After :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
^<br />
^<br />
^ ^<br />
^ ^<br />
^ ^ ^<br />
^ ^ ^<br />
^ ^ ^ ^ ^<br />
Retail-Grocery..<br />
Direct Sales..<br />
Retail-Other..<br />
Wholesale-Distribu<strong>to</strong>r..<br />
<strong>Food</strong> Service-Restaurant..<br />
Over 70% sell a “Commercial Product”<br />
11 of 15 responses have a commercial-ready product<br />
Over 45% sales <strong>to</strong> non-retail “<strong>Market</strong> Channels”<br />
7 of 15 responses wholesale, direct or food service<br />
Over 40% sell <strong>to</strong> “Traded Sec<strong>to</strong>r”<br />
3 of 7 responses sell <strong>to</strong> Interstate or International <strong>Market</strong>s<br />
Capital Investment range
Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past > Present > Future<br />
After :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
“ The intense <strong>and</strong> at times overwhelming amount of information<br />
presented gave us <strong>to</strong>ols that have proved invaluable as we<br />
moved through all the processes involved in actually producing<br />
<strong>and</strong> selling our products. Now we can walk in<strong>to</strong> s<strong>to</strong>res <strong>and</strong> see<br />
our bread on the freezer shelf. We can go <strong>to</strong> any one of several<br />
hundred restaurants who serve our bun <strong>and</strong> order a gluten free<br />
hamburger. ”<br />
Fall 2009 Response<br />
“ I think it is a valuable class <strong>to</strong> take for anyone interested in<br />
starting a business in food. The information was good during the<br />
class <strong>and</strong> follow up men<strong>to</strong>ring has been priceless. ”<br />
Spring 2010 Response<br />
Fall 2011 - Survey Results<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past > Present > Future<br />
After :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Advising Sessions<br />
80<br />
70<br />
60<br />
50<br />
40<br />
30<br />
20<br />
10<br />
0<br />
0 5 10<br />
Years<br />
24 Jobs Created <strong>and</strong> Retained<br />
6 Enterprises with 3 or more years<br />
18 or more Advising Sessions<br />
$ 2.2 Million New Sales <strong>and</strong> Capital<br />
3 Exp<strong>and</strong>ers with 5 or more years<br />
44 or more Advising Sessions<br />
Fall 2011 - Survey Results<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Presentation Objectives<br />
A <strong>Case</strong> for <strong>Entrepreneur</strong>ial Partnership<br />
• Introduction :: <strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong><br />
Outreach > Recruitment > Enrollment<br />
• Alumni Survey :: The Impact of <strong>Entrepreneur</strong>ship<br />
Past > Present > Future<br />
• Panel Discussion :: The Strength of Collaboration<br />
Context > Discussion > Possibilities<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Panel Discussion :: The Strength of Collaboration<br />
Context<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Panel Discussion :: The Strength of Collaboration<br />
Context<br />
“To be the premier<br />
entrepreneurial<br />
development <strong>and</strong><br />
support center in<br />
Oregon”<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Panel Discussion :: The Strength of Collaboration<br />
Context<br />
“To foster the success<br />
of food <strong>and</strong> agriculture<br />
enterprises through<br />
innovation”<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Panel Discussion :: The Strength of Collaboration<br />
Context<br />
“To provide sciencebased,<br />
businessready<br />
information for<br />
the food entrepreneur”<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Panel Discussion :: The Strength of Collaboration<br />
Context<br />
“As a locally owned<br />
business, we take<br />
pride in supporting<br />
local farms, ranches<br />
<strong>and</strong> other small<br />
businesses”<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Panel Discussion :: The Strength of Collaboration<br />
Context<br />
<strong>Food</strong><br />
<strong>Entrepreneur</strong><br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Panel Discussion :: The Strength of Collaboration<br />
Context<br />
PUBLIC<br />
BUSINESS<br />
<strong>Food</strong><br />
<strong>Entrepreneur</strong><br />
SCIENCE<br />
PRIVATE<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Panel Discussion :: The Strength of Collaboration<br />
Context > Discussion<br />
PUBLIC<br />
Tammy Marquez-Oldham<br />
Uri Kushner<br />
Sarah Masoni<br />
BUSINESS<br />
<strong>Food</strong><br />
<strong>Entrepreneur</strong><br />
SCIENCE<br />
Claudia Knotek<br />
PRIVATE<br />
John Henry Wells<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
Panel Discussion :: The Strength of Collaboration<br />
Context > Discussion > Possibilities<br />
… The Impact of <strong>Entrepreneur</strong>ship …<br />
… is reflected in …<br />
… The Strength of Collaboration …<br />
<strong>Getting</strong> <strong>Your</strong> <strong>Recipe</strong> <strong>to</strong> <strong>Market</strong>
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