How does one make a living in the chocolate business?
Posted in: Tech Help, Tips, Tricks, Techniques
1. Drill it into your brain that business is about one thing: money. Business is not about talent and artistic ability. Business is about money. Period. Yeah, brownies are boring. 1,000 brownies are 1,000 times more boring. However 1,000 brownies over the course of the month pays your rent. Business is about money.
2. Find out what your customers want and then give it to them. Talented people go out of business for lots of reasons - one of the most common being Ego. They feel that THEY are the talent, THEY feel that only THEY can create the product that people like, and THEY don't manage their time/cost ratio. Yet they never ask the end customer what the customer thinks! Sure, they can make a chocolate sculpture that rivals a Michelangelo. However how many can they make in an 8 hour day which they canpackage and sellat prices that people will be willing to pay? Better yet, how many can their staff make? In the end, the talented person works themselves into a corner - busy being artistic, and in the end there isn't enough time in the day, and they don't get paid enough for what they do, so... poof! They don't make enough money and they're done.
A really good example of this is an "ice wine" truffle. When I started in the business, I had several chocolatiers insist that I "had" to have an ice wine truffle center on the menu. It was one of their biggest sellers. Today, my shop offers over 500 different varieties of custom made truffles, and the "ice wine" has been discontinued because it's the least popular. Why is that you ask? The reason is because when people visit an averagechocolate shop, they make their purchases through a process of elimination - starting with the ones they dislike the most, then narrowing it down to a couple of confections they like, and a few they can tolerate. Apparently the ice wine center fell into the "tolerate" category with my peers. Conversely at my shop, when people are given choices of anything they want, theyalways start with what they like most, and go down the list like that. In our shop people prefer other more convential centers, than the "creative" or "artistic" ones.
WHY???
BECAUSE PEOPLE ARE CREATURES OF HABIT!!! MOST PEOPLE DO NOT LIKE STEPPING OUT OF THEIR COMFORT ZONE - ESPECIALLY WHEN IT COMES TO SPENDING MONEY. Find out what your customers like, and then give it to them!!! Be artistic on your own time, but remember, business is about getting your customers to open their wallets and give you money.
2. Work smart not hard. What's your time worth? Should you be sitting over a vat of chocolate all day hand dipping truffles, or can you pay someone $10 per hour to do that simple task while you get on the phone and drum up some more business? Can the $10 per hour person drum up business? In the confectionary business, if you are making confections you aren't making any money.
These are three great rules to begin with, and will totally change the way you look at your business. I live by these rules, my business is doing extremely well, and after only a couple of years I never have to be in the shop helping customers and making chocolate or confections. I enjoy life, and research new recipes for my staff to offer our customers.
You can too. IF you follow some basic rules about business.
Cheers
Brad
