The 'Secret Sauce' entrepreneur series: Admoor

When Market Gravity recruit new team members, we look for an entrepreneurial spirit. The ability to inject entrepreneurialism into projects is at the heart of what we do to help big businesses create new, successful propositions. It’s this ‘secret sauce’ that makes us different to other innovation and proposition design consultancies.

 

Many of team at Market Gravity are entrepreneurs. They’ve started their own businesses outside of Market Gravity – something we advocate and actively look for. Our entrepreneurs know the work it takes to get something off the ground. They are passionate about ideas in the same way our clients are passionate about theirs. And they’re able to draw on their experiences when working together to create new products and services.

And because we love to share, celebrate and support our teams’ entrepreneurial passions, we’ve created a series of blogs about them. This month we chatted to Sonia Byun one of our Consultants in New York about a start-up she helped create and launch – Admoor.

 

Hi Sonia. What did your startup do?

Admoor offers an online tool which small businesses can design and purchase the outdoor ad units.

Times square, New York. Photo sourced from unsplash.com

Where did the idea come from?

I used to work in an advertising agency and saw that media buying for outdoor units is very difficult for small business. The reason is that the process of media buying is not transparent and requires a lot of industry knowledge to execute as a small business. However, people in general remember messages on outdoor ads 20% better than those on online ads. My team thought that we should create a tool that helps small business can utilize outdoor ad units.

 

What did you find most rewarding about the experience?

We got funding! Our team did many pitches in front of a variety of audience. We have pitched the idea during a seed fund event with more than 200 people, and have pitched in front of private investors as well. What is very rewarding is when the audience asks relevant questions, compliments on the idea, and sees the potential of the business. Receiving a fund is great because it shows confidence in our business and the team!

 

What was most challenging?

Most outdoor ad units/real estates are owned by a few media companies such as JC Decaux or CBS channels, and without an established relationship it is very difficult to navigate this oligopoly industry. Many companies also did not want to share their pricing information, as they are all scared of going into the open market. However, without them we cannot deliver the entire value chain experience to our customers.

We pivoted our plan and reached out to small outdoor media owners who focus on digital outdoor billboards. Their feedback was much more positive and they would like to work with us to display their units on our site.

 

Funniest anecdote?

Our team did a pitch of this idea throughout the entire school year at various events, and some of our MBA colleagues/friends became regulars to come to these events to support us. They start to even remember when we do certain animations within the pitch slide. They start to call themselves as “Admoor Groupies.”

How has the experience helped you at Market Gravity?

Everything we did to roll out a prototype of Admoor is relevant to MG. From creating a business plan including GTM, growth strategy, to putting together a team to develop a platform, many of these activities are relevant to what MG offers. This experience definitely helps me see the potential of a project and consider a growth plan for any product/project we roll out.

If you’d like to talk over any ideas that you have for launching a new proposition, or how to overcome innovation challenges you’re facing- get in touch.

Sonia.byun@marketgravity.com

Find Sonia on LinkedIn


The 'Secret Sauce' entrepreneur series: Dirty Baps

When Market Gravity recruit new team members, we look for an entrepreneurial spirit. The ability to inject entrepreneurialism into projects is at the heart of what we do to help big businesses create new, successful propositions. It’s this ‘secret sauce’ that makes us different to other innovation and proposition design consultancies.

Many of the team at Market Gravity are entrepreneurs. They’ve started their own businesses outside of Market Gravity – something we advocate and actively look for. Our entrepreneurs know the work it takes to get something off the ground. They are passionate about ideas in the same way our clients are passionate about theirs. And they’re able to draw on their experiences when working together to create new products and services.

And because we love to share, celebrate and support our teams’ entrepreneurial passions, we’ve created a series of blogs about them. This month we chatted to Sheena Campbell our Office Manager about a start-up she helped create and launch – Dirty Baps.

Sheena and Oz working their Peckham market stall

Hi Sheena. What does your startup do?

Dirty Baps is part of the street food wave in London. Selling outrageously tasty breakfast sandwiches from good quality ingredients at a reasonable price. Let’s face it we all like to indulge at the weekend and stop counting calories. We have sold at a few Markets across London; Hoxton Street, Brick Lane and currently pitched at Peckham Square. http://www.dirtybaps.com

Dirty Baps comes in four mouthwatering varieties

Where did the idea come from?

The ideas man behind it all is Oz. He visited L.A a lot for work over the last few years and sampled a lot of the local food trucks and breakfast spots. One which stood out to him was EggSlut. At the heart of the L.A food scene Oz upholds they do the best breakfast sandwich in existence (apart from Dirty Baps of course).  A breakfast bap is sometimes a lost concept in the UK with little choice between a greasy spoon or expensive brunch spot. With his love of food and passion to start his own business, Dirty Baps was born.

Dirty Baps is about making breakfast classics even better with unique sauces and ingredient combos. Let’s face it, we all like to indulge at the weekend and stop counting calories. We try to keep our margins as low as possible but never cut on quality. Ingredients are sourced mainly from the Ginger Pig farm, local brioche bakers, and cooked to order for only £5!

As Oz’s partner, I naturally got involved with helping him start his journey to break into the street food scene in London. I try to get stuck is as much a possible, from working on the stall every Saturday to creating a digital media campaign and the odd bit of accounting.

 

Where did the name Dirty Baps come from?

The name Dirty Baps of course conjures up a mental image far from breakfast sandwiches. We wanted the name to be memorable, something which would make people smile. It’s a light-hearted pun on the product. The breakfast baps are dirty; we make them with runny eggs and melted cheese in a brioche bap. We must spend half our profit on napkin stocks as you need a lot of them when eating one!

 

Dirty Baps are all made with top quality, locally-sourced ingredients

 

What did you find most rewarding about the experience?

There’s always that feeling you get when you make your first sale and suddenly it all becomes real you’re selling your own product. For me though it must be the feeling that comes when we sell out! In our first week in Peckham, we sold out within three hours and ended up turning away so many customers. It was an incredible feeling we were both overwhelmed with how well it went and Dirty Baps seems to go from strength to strength each week. It’s that feeling which makes it all worthwhile.

 

What was most challenging?

There are a lot of challenges which we have come up against – from finding somewhere to trade, to setting ourselves up to work every weekend. For me, it’s learning that less is more. We have gone through so many iterations of the brand, stall design and product. It takes a long time and many hits and misses before you settle on something you’re happy with.

 

Funniest anecdote?

The name does create a lot of buzz with customers. Someone will walk past and ask for a picture under the sign because they find it so funny. The best one had to be a lady in her 70s – she couldn’t stop laughing and had us take a photo of her under the sign to show her husband. I have this image of her showing friends the picture over a glass of wine and having a giggle. I love that it made someone laugh, the name is definitely memorable!

Hungry punters arriving at the Dirty Baps stall

 

How has your experience helped you at Market Gravity?

When you start a business and you must learn it all yourself, build your website, create a digital media campaign, manage a budget, business accounting, juggle third party relationships. Some are part and parcel for me in my job but others are new and have given be confidence to add value to Market Gravity through those skills, like Marketing for instance. My role as Office Manager has always been a varied one but now I can contribute so much more from having first-hand experience with my own business.

 

 

If you’d like to talk over any ideas that you have for launching a new proposition, or how to overcome innovation challenges you’re facing- get in touch.

Sheena.campbell@martketgravity.com

Find Sheena on LinkedIn


Women in Innovation - driving growth through gender diversity

JOIN US: Women in Innovation networking event on Thursday 15th September.

Innovation is a hot topic. Industries are being disrupted, start-ups are eating away at your business model and the average company these days lasts about a third of the lifespan of 50 years ago. Consequently, there is plenty of thinking and advice out there around different methods and approaches to drive innovation; from design-led thinking to co-creation and agile development.

But how important is diversity in driving innovation, and specifically gender diversity? What can women bring to the table and why are they still under-represented in this space? Should companies do more to attract, develop and retain female innovation talent, and if so, how?

We will be exploring and debating these questions at our Women in Innovation networking event on Thursday 15th September, being held in our central London office, from 5-7pm.

During the evening, we will share our research findings on the topic, having interviewed a number of leading women and men working in innovation. This will be followed by a panel debate, facilitated by the writer and entrepreneur Polly Courtney with leading figures from the field of diversity, entrepreneurship and innovation, including:

  • Suzy Levy, Managing Director, The Red Plate
  • Moran Lerner, CEO, Chirp
  • Alison Hands, Director of New Customer Proposition Development, Boots
  • Jo Towers, Director of Strategy & Planning, Payments and Cash Mgmt, HSBC
  • Rakhi Rajani, Global Director, Customer Experience and Design, Travelex
  • Kaisie Rayner, Head of Strategy & Investment Development, Aegon UK

After this, you will have an opportunity to network with colleagues (men and women) from across sectors over nibbles and drinks, as well as explore a jewellery trunk show from Stella & Dot - an inc 500 fastest growing company based out of San Francisco and a social selling venture that creates flexible entrepreneurial opportunities for women.

For more information and to request your place at the event, please contact Heidi O'Leary - heidi.oleary@marketgravity.com

Header courtesy of wocintechchat.com.