HOW KATE MOSS AND A SENSE OF SENSE OF HUMOUR HELPED AN ENTREPRENEUR TO LAND A DEAL ON SHARK TANK
12 September 2017, Written by Ben Hall
WITH a tried and tested family golden ginger cookie recipe, a sprinkle of sarcasm and a background in marketing and advertising, Emma Head scored an investment on Shark Tank from Janine Allis and Andrew Banks.
I started making these biscuits for friends just to make them laugh and feel good about Valentine's Day, and everyone loved them and it was a family recipe and I just kept getting more and more requests for them. Then I got asked by a friend to make some for his café and then from there another café wanted them, and so I just kept doing it on the side and then it happened quite naturally. It was then that I realised that I was on to something. I had a delicious cookie, but I had a little point of difference, which was the humour. So, the decision was made for me and it all happened quite naturally really.
What were some of the initial slogans or things you had that worked well? Which were the ones that were the most popular early?
Emma: I started writing things like 'treat yourself, you deserve it' and 'cal free', and I started using the cookies as a bit of a platform to make social commentary of all the green and healthy eating that was on Instagram.
"Then I started marketing 'Kate Moss lied'. Her famous saying was 'nothing tastes as good as skinny feels'. So, I started writing that Kate Moss lied that these biscuits taste better."
Anyway, I was mixing it up every week with different quotes that I write things out of movie lines. I was doing this all on the side just to make it all happen, and it was just a matter of keeping up with demand. I had to find a commercial kitchen and I was quite reactive in the way that the business took off. It was basically me keeping up with orders really.
"It's quite funny, I went to Uni and studied media, and thought I'd go down that path, but I've ended up using all my social media and marketing experience in selling my cookies."
So, I've ended up following the family way of working in food.
How are you actually doing the manufacturing now? You can't do it all by hand, can you? Or are you still doing that?
No, no, I can't. I've had to find someone to bake my recipe. So, a contract manufacturer, who I'm working with quite closely and they're baking my recipe for me, and I am finding I'm getting a lot more of a consistent product that I can scale and I know that every biscuit is the same, and there is no variances in the product. So, it's actually made the products even better.
And obviously that your background is marketing. What's your main strategy with the marketing? Is there any advertising involved or how do you get your name out there?
"I'm involved in Instagram and our website and building that but we don't really do a lot of paid advertising. It's all mainly through social media, Instagram and word of mouth."
So, I've been really lucky that most of my sales have been organic through Instagram or people that have followed me on Instagram, and worked this brand, and want them for this event, or there might be a food buyer that they've seen them on Instagram. Honestly, I haven't spent any money other than just recently been refreshing my website. I haven't spent a dollar on advertising, and it's all been just through organic reach on social media.
How did you find the actual experience of being on the Shark Tank programme? Was it as nerve racking as it looks when you watch other potential business people pitching?
Correct. And I also got Andrew Banks on board as well. So, I got two sharks.
Business News Australia
Author: Ben Hall