Question

Topic: Taglines/Names

Name For A Dessert Business

Posted by Anonymous on 2/22/2010 at 11:59 PM ET 250 Points
I am trying to get a dessert company started. Before I can get into the grocery chains, resturant chains or set up my website, I have to have a name for this business. I am starting with only three desserts for now. They are all citrus flavored desserts..very sweet, and tart. Those who have tried them keep telling me they crave them afterwards. Don't know if I should name the product itself, or the business after the product or each dessert separately? I am going to set up a website as soon as I have the name... Any assitance is greatly appreciated.

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RESPONSES

  • Posted on 2/23/2010 at 7:47 AM Accepted
    Can you give us more info about where you are located, what makes your desserts unique - what's your value proposition. Who are your competitors? Are these going to be fresh goods?

    K
  • Posted by mgoodman on 2/23/2010 at 8:04 AM Accepted
    Naming your company and/or products (a) should not be the first step in your marketing planning process, and (b) is not something you should take lightly or try to do "on the cheap."

    The dessert category (at least in the United States) is very competitive and has some very large and sophisticated marketers participating. They are not going to roll over and play dead for a new entrant -- especially a start-up without a serious launch program and financial backing.

    That means you will need a well-thought-out marketing strategy and a business plan that anticipate the tough defensive activities you'll face when you enter the market. The name should be the least of your concerns.

    Are you aware of the investment you'll need to make to gain retail distribution? Are you prepared to fund the slotting fees and promotion costs? Or are you planning to make this a small local business?

    I once served as the CMO for a small family-owned food processor that went from local to national distribution (in the US) for its dessert brand. We succeeded and met our objectives, but I still have the scars. It's a tough game.

    I'd be happy to help you if you are serious about your business ... but don't want to see you enter the market without a solid plan and marketing strategy. It could be a very expensive lesson.

    Don't worry about the name just yet. It's putting the cart before the horse.
  • Posted by Jay Hamilton-Roth on 2/23/2010 at 10:50 AM Accepted
    Crave
    Crave Desserts
    I Crave Desserts
  • Posted by mgoodman on 2/23/2010 at 2:36 PM Accepted
    Randall is asking the right questions. Just to clarify, though, I don't necessarily think a focus group is the right kind of research for what you need to learn. It might be, but it might also be redundant to what you know or insufficient for your purposes.

    You might need a quantitative taste test or a concept test, or both. If this is going to be a serious business venture, a focus group would probably be seen as "fluff" and not "real research" by potential investors and/or sophisticated retailers.

    Your best bet is to get some input from a professional market researcher.
  • Posted on 2/23/2010 at 10:14 PM Author
    I am so grateful for the valuable information. I really appreciate it. Several of items covered in respones have already been taken care of (insurance, wholesale contacts, location, commerical kitchen, etc. What I do not know about are the following could you elaborate. Slotting fees, promo costs, concept test, quantetive test, knowing how to price the product correctly. Have a friend who is already a success in the business and she has provided me with other information and assistance as I go along. I have been told by grocery chain I have to name, price, ingrediants lists, insurance and lisence to sale product before I can meet with them but they are very interested. Again thanks for your time and input.
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