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The Premier Magazine For Food Entrepreneurs EntrepreneurialApril 2017 Issue 10 How To Get YOUR Chef FOOD PRODUCT On SHELVES Irvine’s NO Holds BARRED The FINANCIAL Formula For Side of Your SUCCESS BUSINESS PLAN The 14 year Old Food Entrepreneur Who Proves AGE IS JUST A NUMBER ROBERT IRVINOTHINENG IS IMPOSSIBLE Entrepreneurial Chef Magazine April 2017 Volume 2 Issue #10 Publisher Rennew Media, LLC Editor Editor’s Note Shawn Wenner Cover omeone once told me, “I don’t care what Robert Irvine business you think you’re in, you’re always in the people business.” At the time, many years Cover Photographer S Ian Spanier past, I naively shrugged off the one-liner as a “quote of the day.” It wasn’t until I matured both in life and Graphic Designer business when I realized the statements profound Rusdi Saleh truth. Contributing Editor Perhaps it’s the reason my favorite part of this Kaiko Shimura issue was our interview with Robert Irvine when Contributors he said, “I think any true entrepreneur will tell you Deb Cantrell, Christian J. Fischer, hardwork and desire will take you so far and that Adam Lamb, Tiffany Smith, Anna Dolce, Amy Riolo success comes to those who are able to adapt and cater to the ebbs and flows of consumer demands. Photo Credits At the end of the day, no matter what industry you Ian Spanier, Paul Sirochman, Chris Lampkins, Hannah Burton, are in, you are ultimately in the business of pleasing Sara Snyder, Robin Lam, David Verdini people.” You see, entrepreneurs and companies alike are Special Thanks David Sabin w/Brickhouse PR, in the business of pleasing people. Yet, too often we Robert Irvine, Franco Lania, Jenny Dorsey, see countless examples of them becoming fixated Amirakal Marketing, Zac Kara on the wrong levers, thereby destroying their brand. What Irvine appropriately reminds us is that without No content, for example, articles, graphics, people, your business, brand, product or service designs, and information in this publication would not exist. A thought worth keeping top of can be reproduced in any manner without mind. written permission from the publisher. As always, I sincerely hope this issue provides you For advertising information, with fresh ideas, inspiration, and actionable advice in letters to the editor, or submission your entrepreneurial pursuits. inquiries, please email: [email protected] Cheers, All Rights Reserved © 2017 Entrepreneurial Chef Published by Rennew Media, LLC Shawn Wenner 2 ENTREPRENEURIAL CHEF Contents Editor’s Note .....................................2 Robert Irvine Nothing Is Impossible ........................4 Attracting Ideal Clients With 17 Killer Brand Positioning ..................17 Jenny Dorsey The Experimental Gastronomist 4 of the Entrepreneurial Kind ...........21 21 Going from Restaurant Employee to Entrepreneur ............32 Culinary Leadership: You’re 37 in Charge… Now What? .................37 Franco Lania Design Your Dish, 32 Design Your Life ................................41 41 Getting Comfortable with Being Uncomfortable .....................55 Zac Kara 55 62 Entrepreneurship Has No Age ........62 Finding Your Niche in Food Writing .................................72 Business Plan Writing: The Financial Side of 76 72 Your Food Business .........................76 3 ENTREPRENEURIAL CHEF Success Story ROBERT IRVINE NOTHING IS IMPOSSIBLE 4 ENTREPRENEURIAL CHEF Success Story a celebrity chef who appeared and hosted a variety of Food Network programs such as, Dinner: Impossible, Worst ASCooks in America, Restaurant: Impossible, A Hero’s Welcome, All-Star Academy, Guy’s Grocery Games, Chopped: Impossible and Restaurant Express, Rob- ert Irvine requires little introduction. A powerhouse, both in physical stature and culinary depth, Irvine continues to build a legacy predicat- ed on empow- ering people through food and fitness. Though a culinary enthu- Fast forward hundreds of siast at a young age, Irvine episodes from his collec- cemented the direction tive television career so far of his career during time and Irvine’s focus remains served in the British Royal acutely simple, “I have a pas- Navy, where he explored and sion for cooking,” he says, and developed his culinary skills. Af- “being able to help people is what ter his service, he continued to expand drives me.” his knowledge while working in hotels, casinos In our interview, we capture a side of Irvine and cruise ships and later recalls how relation- seldom seen – that of an entrepreneur. With ships formed in those establishments became a wildly successful name brand and ultra-pro- the catalyst for his most memorable career mo- ductive lifestyle, we asked his advice on topics ments – 2006 Academy Awards head chef, US such as generating new ideas, evaluating busi- Navy consultant, and his start in television. ness opportunities, patterns for entrepreneur- After courageously pitching the Food Network, ial success, productivity routines, and even Irvine would launch his television career with touched on personal fears and sacrifices he’s the show known today as Dinner: Impossible. faced to date. 5 ENTREPRENEURIAL CHEF Success Story The Q&A with ROBERT IRVINE Do you believe there is some sort of pattern or for- 1 mula to becoming a successful entrepreneur? Whether yes or no, can you share your thoughts on the matter? Successful entrepreneurs got that way by distinguishing themselves. They come up with creative solutions to every day prob- lems, put a major spin on something tried and true, and took risks. My advice to en- trepreneurial chefs is to pick one unique thing that you’ve always wanted to do but haven’t. Then, identify what steps you need to take, and evaluate your position each step of the way. Ask yourself the tough questions and do the work to en- sure that you are differentiating yourself, still relevant in your industry, and most im- portantly, maintaining your reputation. 16 ENTREPRENEURIAL CHEF Success Story What is your How do you process for generate new evaluating whether 2 business ideas? 3 a business venture will be worth your time, energy, and/or money? To follow up, It sounds counterintuitive, but the best way to start with ideas for new business is to narrow down the are there red flags you look scope. The best advice I can give to entrepreneurs for when evaluating an hoping to be great chefs is to pour your values and opportunity? personal experiences into your cooking. This will help you identify a signature style that is unique to you. Look to your background and everything The first thing I want to know is if it fills a need. that has made you who you are. Stay true to your- Every potential venture has to either create self and the way the world will identify you will something people need, or enhance something be genuine. Then start to incorporate that into the people already are using. If it doesn’t satisfy business you’re building. one of those two requirements, chances are the idea will fail. No one is looking for someone Some values that I always incorporate into to reinvent the wheel. my businesses include supporting our troops, my passion for healthy eating, and of course, I think the biggest red flag for me is if the creating delicious food. Any new business idea seems easy. If it’s easy, it can be improved ideas that don’t involve one or more of these more. Nothing worthwhile was ever achieved 2key values is probably not a great fit. with little effort. If you have a real desire and knowledge, your wildest dreams could be lucrative. — Robert Irvine 7 ENTREPRENEURIAL CHEF Success Story The best advice I can give to entrepreneurs hoping to be great chefs is to pour your values and personal experiences into your cooking. — Robert Irvine What would you say are key elements for starting and 4 running a successful business? To start a business, you need a great idea, or something unique to offer. However, before you run or even a business, you have to work to establish a reputation. It’s what will help you get the first client in the door, run the business successfully, and help you to achieve your big- gest dreams. What do you feel are the most lucrative opportunities in 5 the industry today that are worth pursuing by aspiring entrepreneurs? I think all corners of the industry can be lucra- tive if you’re bringing the right combination of passion and know-how. Every day I see new concepts that, just a few years ago, nobody thought could work. If you have a real desire and knowledge, your wildest dreams could be lucrative. It’s all about finding your audience and delivering quality. 58 ENTREPRENEURIAL CHEF Success Story It’s a very human thing to think back and imagine a clean slate where everything goes smoothly, but it’s a trap. — Robert Irvine 9 ENTREPRENEURIAL CHEF Success Story At the end of the day, no matter what industry you are in, you are ultimately in the business of pleasing people. — Robert Irvine With so many projects in the works simultaneously, how 6 do you stay on top of everything? Do you have a productivity routine or advice you can share? To what do you most attribute your success? Having a routine is key. It helps that I know 7 how my days, weeks and months are planned. I get up early every day to make sure I get in I think any true entrepreneur will tell you hard a great workout, always make time to fuel up, work and desire will take you so far and that and monitor my schedule rigorously. Without success comes to those who are able to adapt a routine, things can run off the rails quickly. and cater to the ebbs and flows of consumer After years of managing my own businesses, I demands.
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