Finding the right partners to work with. Post #4 how we started our company.

Now it was time to have a semi-commercial product. It is December 2021. Now the hard part started. Where and how are we going to find a producer? We visited specialists in making sports bars. We talked with packaging and foil producers. We talked to private label companies and ingredients traders and producers. I had to learn a new jargon. But funny enough I found what I seem to like more than I already knew. I love pitching an idea, I love a little wheeling and dealing one could say. All my years of experience boosted me and kept me going and going, trying to find the right partner. I called the founder of a very successful new player in the food industry, and asked him how they did it. I called ex-colleagues that happen to be in the food industry now. And slowly but surely the magic of networking started to pay off. Soon I was talking with a seasoned food and nutrition production expert. He confirmed what I had learned so far: minimum order quantity (MOQ) is your problem. You need to have a minimum order of at least 30.000 units. What... 30K? How about 2000 to start with. I get it, the energy bars machines, the producers, the packaging, it is all aligned to make it worthwhile for everyone to produce the minimum quantity. And by the way, the producers like to dictate the recipe (based on an idea you have) and it needs to comply with the size of the bar because that is what everyone does. What the ‘peep’, where is the marketing thinking I learned in my first marketing class: think consumer. In other words, can we please make a product we know our customers want and not what the factory can make…. This is not going anywhere. Poop.?

Someone that launched a healthy snack some years ago warned me about another hurdle. He said: “watch out for the packaging costs, this will kill you". The nutrition expert introduced us to a small producer, the true hero in our story thus far. They liked our story, and was willing to help us create exactly what we needed. Our recipe, our form factor, simple packaging in small quantities. We shot videos, made pictures and off we were with our first boxes filled with our first product. Wow, that was so exciting to see your own product roll off the conveyor belt.?

With a true prototype, almost ready for commercial use we created packaging, set up Survey Monkey to do the survey and shipped all of them to recreational, amateurs and even ex-pro riders from all over. They even went across the waters to the UK. Waiting for feedback. They came in and although you are convinced of the idea, you don't really know what people will think. BIG thumbs up. They liked it. Of course we asked what to improve. And we got great feedback. Based on this we made changes and had the blueprint for a final product. But we also knew we needed more than one flavor. Quickly we went back to our recipe list and favorites and picked the next 3 recipes. Went back to our producer, negotiated a price for a real production run. 4 flavors this time. We are going places now.

?"Good energy comes in small portions in life."

I forgot to mention that somewhere at the end of phase 1, it was advised to me to set a deadline, a major milestone. The moment we go 'live' and decide if it has commercial potential. As you still have no idea if there is good product-market fit - really. So April 9 it is. At Amstel Gold Race we will launch by handing out samples and have a website and shop live. Quite an aggressive goal, but realistic (we said to ourselves...).?

But, as ambitious as we are, we added another wish. We need to also have an energy gel. From the feedback of our test panel it was clear that a gel is really in high demand with the more serious riders. Ok, we know the drill. Find the right producer. Right… Short story, I found our second hero producer. After having talked with major gel producers, it was clear they were not going to be able to help us. Stuck in their ways, not flexible. The industry is ruled by some players and that is it. Tough luck. No, we will not have it. Think outside the box. And we did. I asked a foil manufacturer who else makes portion packed food products. Bingo. We found one. He was great. I asked him: "Why are you willing to help us”. His reply was: “many years ago I had someone like you come in asking for something others are not willing to do, and we did. Now he is one of our largest customers”. My learning; if you ask people to help, they will. You just need to ask. They produced two recipe gels with our wishes and everything. Just in time for April 9th. Meanwhile we had to build a website and shop. Asked some people for help and within weeks we had our website and shop ready for business.?

During all this, we had to make another major decision: our name, our band. I can write an entire article about it. Ask me and I will tell you in person. So the short version - it had to be real, authentic. I want to tell the story of my grandfather and how he performed on normal, from kitchen food. It has to be true to what we do. So the only name (after 100+ alternatives) that made sense is: Kalkman. Weird to see your own family name on a product, a website, let alone a cycling shirt and flag. But it did something extra. It made it personal. Now it has to succeed, my family name is on it. Great…

Harvey and I left one of the two producers -? car full of boxes and he said; “Right, step 1 done, .... now find customers!” He was right. All the work until now was great, but the real work starts now. Step 0 was done, now… CUSTOMERS!

Let me think about that..., something to do with sales, distribution channels, ecommerce, marketing, partnership, building a brand. No biggy, I know that stuff. Let's go!?

This is where we are now. June 2022, only 8 month after the idea was born. Not bad. We met the deadline, we launched on April 9th and let potential customers try our products at the Amstel Gold Race, Fietselfsteden, Limburgs Mooiste, and many other tour rides. We reached our first revenues goal. We are creating partnerships with performance nutritionists, di?tists, content creators, tour organizers. We have Kalkman jerseys and flags. People are taking their Kalkman Energy Bites and Shots into the hills and mountains everywhere. We sponsor individuals so they can achieve their goals to become better and have true and great fun riding their bikes (see latest). What happens next is yet unknown of course. But ‘Good Energy’ keeps us going every day. I hope these posts (if I had more time, I would have made it shorter) inspired you or gave you insights into how this project became a company and a unique brand in the making. And don't forget: "Good energy comes in small portions in life." Ask people to help, they will. Have a great day!