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Post by Brad on Mar 7, 2008 1:11:19 GMT -5
Well everyone, I've finally pulled the trigger. After 2 years of research, I've put my business plan in place, and started ordering equipment and product to open my first CHOKLAT franchise store. www.SoChoklat.comIt is very unique in that: 1. ALL chocolate for the business will be made on site, right from the bean. 2. ALL chocolate will be made with premium product 3. ALL truffles will be made to order on the day they are requested. 4. The front of the store will also be a small coffee shop. 5. A person will be able to order and pay over the internet, and then pick up their order on their way home from work. 6. The cash register/order system is a custom "state of the art" online ordering system I've personally designed and written. THIS BUSINESS WILL BE DESIGNED IN SUCH A WAY THAT IT CAN BE FRANCHISED FOR LESS THAN $100,000 AND ALLOWS THE FRANCHISEE THE ABILITY TO MAKE THE CHOCOLATE RIGHT FROM THE BEAN, THEREBY DIFFERENTIATING THEMSELVES FROM EVERYONE ELSE LOCALLY. The first prototype store will open July 01, 2008! This has been the most fun of any venture I've started yet! VIVA LA CHOCOLATE! LOL P.S. I'd be interested in your comments about the website. It's far from complete, but at least you will get the idea. Brad Churchill Choklat www.SoChoklat.com ;D ;D ;D ;D ;D
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Post by FeralOne on Mar 9, 2008 4:57:01 GMT -5
Very nice site! The pictures are wonderfully done, and I love the layout of the site. The only critique I have, and please do not take this the wrong way, is reading through the comparisons of your company to others, you come across sort of pompous. I DO NOT mean that as a personal attack in any way, what I have read on here you seem very knowledgeable and helpful. So let me explain, as a consumer, if I were to be a huge fan of any of the companies you listed (which I am not) I would get irritated by you pointing out their shortcomings and probably pass on your product. I have found you cannot convert anyone from their favorite chocolate brand regardless of the quality, people in general could care less about the quality and only how it tastes, of course there is the handful who care about quality, but I think the general population could care less, look at Hershey's. I would suggest changing it so that you do not name the companies, just sort of say 'some other big companies that you all know well' or something of the like. Other than that, it is a great site, very nicely executed. Good Luck in your venture! Andrea
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Post by Brad on Mar 9, 2008 18:58:53 GMT -5
Andrea;
Thank you very much for your comments. You have some valid points, which I have been struggling with significantly in the past few months.
I would first of all like to say that as a rule I don't believe that it's necessary to speak negatively of a peer in order to make my product appear better. Nowhere do I say that the chocolate is bad. In fact the chocolate that Mr. Callebaut uses is very good. What I do however is clarify a blatant public misconception, necessary to differentiate my product from those of my peers.
One of the biggest challenges I'm faced with in opening my first shop, is that in Calgary, Bernard Callebaut has literally become a household name, synoymous with fine chocolate. Also, in a recent study I conducted of 150 people, 142 of them believed that he actually made the chocolate himself. They also believed that the bulk couverture sold in stores under the name "Callebaut" was also his, when in fact it is not.
I also tried (almost verbatim) your suggested alternative phrase, and the response back to me was, "That's fine Brad, but Bernard Callebaut makes his own choclate. In fact his factory is right in downtown Calgary."
It was after trying to swim up-stream against such blatant consumer misconception that I decided to pull the punches, and get to the point. I've more or less had to adopt a mindset that if a consumer was going to be upset with me for telling them the truth, then so be it.
If I were in a city other than Calgary, which didn't have such a prolific competitor, I would certainly tone it down.
You are also right about the general population not really caring, and that some people have their favourite brands. I am not targeting the general population. It will be an almost impossibly expensive process to educate the masses about fine chocolate. However their is a significant growing following of fine dark chocolate, and also fine milk chocolate. It is this market that I am going after. These people are generally more affluent, and can justify spending up to $10 for a "limited edition" chocolate bar, or a $25 box of truffles. Like a fine wine, they also appreciate the other fine things in life and are prepared to spend the money on them. I thank Mr. Callebaut for paving the path in Calgary for me in that regard.
Again Andrea, thank you very much for your feedback. I want you to know that I'm in no way defending the site or what I've written, and know that I'm sticking my neck out in being so forthcoming to the public. I may very well get my head chopped off for it. If that happens, in a year or so I'll have some really cool and slightly used chocolate equipment for sale on the forum! LOL
Best Regards. Brad Churchill.
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Post by jamescary on Mar 11, 2008 2:17:13 GMT -5
Congratulations, brad! The site looks good.
I like the cafe/chocolate idea. The only place I've seen like that is ethel's (I visited there Chicago store) and the place was doing very well.
Best of luck
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Post by FeralOne on Mar 11, 2008 2:31:15 GMT -5
Well Brad, that does put a different spin on things, if the general population is not your target customer base, I think your site is perfect! Beautifully done. Good luck and have fun! ;D Andrea
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Post by Brad on Mar 11, 2008 18:34:01 GMT -5
Thanks everyone. Keep the comments coming! Good Or Bad. Brad
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Post by Mark on Mar 26, 2008 22:06:54 GMT -5
Brad, I'd like to send you a sample bag of beans to test if you're interested. Let me know.
mjmoors@hotmail.com
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