He found new ways in troubled times

About 6 months ago I was approached by Jonas Als, the creative person and one man army behind Woodcraft by Jonas Als.

Jonas has a degree in natural and cultural heritage management and is a self trained wood carver. Years of practice has taken him to a level, where his carvings and designs, have made it into some of the best Nordic restaurants like Kadeau, Ekstedt, Jordn?r, Brace, H?bel, Gemyse, Aluette as well as the Danish National Culinary Team.

Jonas wanted help to define his business and reach more relevant contacts to boost his sales, elevate his branding and reach more PR opportunities both domestically and abroad.

Talking about his budget it was clear, that he would be the smallest business, I had ever consulted. I was humbled, when he said that “I can not afford not to do this”. 

"I can not afford not to invest"

We had constructive dialogues and quickly settled on the key stories to communicate and selecting key sales channels to push. 

Jonas did his magic and within weeks, we had build a pipeline of contacts and matched him with likeminded people, who represented the best restaurants and creative chefs.

His cutting classes offered to small groups between 5-8 people grew in numbers and participants and we found new partnerships to get the story out and even co-host future events

His Social media accounts on YouTube and Instagram grew in both number of followers and engagement.

So did the sales of his original designs in his webshop for private collectors and fans of authentic crafted products.

BOOM - COVID19 comes around and everything STOPS 

All restaurants are at immediate lock down and all dialogues stopped as no restaurant managers, no chefs, no owners had any idea when they would welcome guests again.

As a result of this, ALL orders went on hold or were cancelled. 

When the government stopped all gatherings, all carving classes stopped from one day to the next.

Relying solely on the online sales from his back catalogue the income of the coming weeks, months was at risk and how do you quickly rethink your approach and the strategy you had just implemented with success?

New ways in troubled times

When you are the owner of a smartphone and you are not a novice standing in front of the camera the rescue became Boon TV

The online broadcasting platform with opportunity to publish and sell online classes, as well as building a libary of recorded versions.

This week with a debut in Danish for 33 participants, for a one hour class about the basics of hand carving in wood (normally an live session in his container studio can take 5-7 people and the duration of 5 hours.

The 2nd class was held 2 days ago in English and brought in paying students participating from counties like Argentina - USA - Slovakia and Sweden. 

Jonas will likely see this platform, not as a Corona temporary thing, but as a new main business with steady subscribers and those wanting to buy access to a single class. 

Selling access to the recorded session from last week, will allow him to make money from his video archives, while making new content and new products for his online shop and restaurant clients (may they soon be back in business).

What are you waiting for

I do not think anyone would pay me for a golf lesson or live broadcast to be tought my personal pizza recipe (though really good)

But for many of the creative spirits, being chefs, craftswomen/men, architects and designers in my network, this should be a thing of the future. 

Be your own channel

take 100% charge

take 90% of the cut....

Take charge of your own content and put it online at www.boon.tv or similar.

why give it all away to the masses,

if you can sell it to a few?

Your audience can very well live next door, but they can also live on the other side of the world and will not need to be in the same room as you to hear your tips and tricks.

Hit me with comments of whom you would like to join a masterclass with, or if you want my secret pizza tips/tricks. 

Happy uploading

Peter - pH value