August 2009
www.homebusinessnetwork.co.uk 5
CASE STUDY :: STEwED LETTErS
Chef looks to dish up his stews nationwide
Dear Home Business Network
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North Yorkshire
Dear Home Business Network
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Girl Friday Virtual Assistant
Derbyshire
Alan Rosenthal: Cooking up a national plan
From the forum...
Having got his range of four cartons of stew listed in the likes of
Hi,
Waitrose and Harvey Nichols, Alan Rosenthal is now looking to sell
Andrew Colwell
nationwide. Philip Smith reports.
I’m a professional freelance
group Marketing
copywriter. I began my business,
MENTION stew to most people and We want to prove to the masses that a director, b2b Marketing
www.briarcopywriting.com,
school dinners spring to mind but as Alan good stew is one of the best things that
about 2 years ago after
Rosenthal says, many dishes are stews – money can buy – wholesome, nourishing, THE challenge of taking the brand and completing a BA (Hons) in English
just masquerading under a different name. exciting and most importantly delicious. We products nationwide won’t be easy and Language and Literature with the
“It does have negative connotations but promise always to use British meat - unless will require careful geographical and
Open University. I also have a blog
casseroles are stews, so too is chicken it’s things like chorizo where Spain still is socio-economic considerations given
www.freelancecopywritersblog.com
tikka masala,” says the former Woolworths the best place for that - and never to let an the consumer audience for his existing
which was voted among the top
employee who left a year before the high artificial flavouring or preservative go near range of stews. While many stews
100 freelance blogs on the internet
street chain went under and switched his one of our pots. These taste really good.” may traditionally have been created
retail skills to cooking and selling stews. He would say that, but getting a listing by the working classes, “Persian” and
by oDesk in April this year.
“I had always wanted to be a chef,” says in Harvey Nichols is no fluke, nor is “Moroccan” stews, or indeed ones
I have worked from home
Alan, 33, who honed his craft during a securing shelf space in Waitrose. Add to which contain chorizo sausage and
for the past nine years in one
short stay in France. “I love cooking – it’s that list the convenience chain Budgen’s chickpeas undoubtedly appeal to a
form or another. It suits my
a real passion.” Alan and you have the quite different demographic.
situation perfectly as I am
created Stewed! In Therein lies the challenge - going
mother to two boys so I have
2007 and designed
❝
We have turned the concept
Stewed outlets.
Which brings Alan national with the brand can be achieved, the flexibility of putting my
his range of four
of a stew on its head in terms of
to his challenge: he but in order to do so efficiently and brain to good use while still
recipes – Persian
its look and branding. It’s about
has just secured a cost-effectively, Alan Rosenthal will
being there for my family.
chicken (its most need be mindful that he will have a
Admittedly it gets a bit crazy
popular), Moroccan
re-educating people.
❞
place on the Ocado
trucks – best known much better success rate in those areas
at times - especially now in the
chicken, chorizo (a for its Waitrose across the country that will match the
summer holidays - but at least
sausage), chickpea and pork, and chickpea, home delivery service – and from that London consumer demographic.
sweet potato and feta – selling his first he wants to branch away from simply a The good news is that he has an
I don’t have to worry about
batch at a market in April 2008. London customer base to encompass the excellent case study in already being
funding childcare.
“We don’t dabble in dainty or ‘hints of’ whole of the UK. placed at Harvey Nichols and Waitrose -
and because our stews are all handmade, He wants to get listings in more interestingly, Harvey Nichols has a major
Best wishes,
each tub overflows with great big chunks supermarkets – he is already in discussion presence in Manchester, Birmingham,
and intense flavours,” he says. with one chain - and he wants to raise the Leeds and Edinburgh. Equally,
Sally Ormond
He plans to rotate the range to reflect Stewed brand profile. “I am focusing on Sainsbury’s and Tesco all have major
the seasons, so the old-fashioned favourite that particular product – stews – but we do store footprints in the affluent areas of
of beef stew and dumplings may well need to build presence in the retailers and all the major metropolitan cities.
appear in the winter. He’s also looking to drive awareness,” he says. In order to generate a level of national
write to:
add a range of accompaniments but first “Moving into Waitrose’s London stores brand awareness across the right
Home Business Letters
he has to boost the demand for the chilled is stage one. If it sells they will push it out demographic, Alan Rosenthal may wish
Red Lion Lodge
products, which sell for around £5 a tub to others. National is what we want and I to consider some lower cost sponsorship
Bentley
and which, with the addition of rice or will probably look to get a UK distributor opportunities - national schools rugby
Farnham
couscous, can serve two, he says. early next year,” says Alan who still runs union springs to mind having the right
Surrey, GU10 5HY
“We have turned the concept of a the business from his Wood Green, London demographic in the right geographies at
stew on its head in terms of its look and home. The stews now, though, are made a comparatively reasonable cost.
Or email:
letters@homebusinessnetwork.co.uk
branding. It’s about re-educating people. off premises by a mass producer.
Grants to help with business development are a specific industry sector. Some grants are linked
available from a variety of sources, such as the to specific geographical areas, e.g. those in need of
art of the total costs involved. government, European Union, Regional Development economic regeneration.
However, as long as you keep to any conditions Agencies, Business Link, local authorities and some
attached, you will not have to repay it or give up charitable organisations. Ceri Henfrey
n
E
E
d
t
O
K
n
O
W A grant is a sum of money given to an individual
or business for a specific project or purpose. It
usually covers only p
shares in your business. These grants may be linked to business activity or Alliance & Leicester Commercial Bank
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