How would you describe an Ossining Innovates! event?
Many small business startup classes teach the nuts and bolts of starting a business, but OI takes a more holistic, big picture approach that is informative, creative, and helps foster possibilities.
What brought you to your OI! event? What were you looking to get out of coming?
I met Henry and Abby when they were just talking to everyone about their ideas of inclusive entrepreneurship and the power of entrepreneurial thinking to transform lives and communities. They were hosting a series of dinners and small gatherings to learn what people in the community needed, thought of their ideas and dreamed of seeing here in the community. When they held their first event I wanted to see what it was all really about.
At the start of 2019, they held a workshop: “Marketing Demystified.” I was interested in growing my customer base so I attended.
What did the event spark for you?
I’ve been in business a long time but my restaurant was just over a year old. I was essentially building a whole new business to compliment what I already had and I was looking for new ways to attract more customers.
At the workshop, I learned about applying the concept of empathy and some simple tools as a means to more deeply understand my customers. As homework, we had to interview our customers, to go beyond the easy answers (“I love your food,” “it’s delicious”) and understand more about their lives, the daily choices they make, how and when they buy and eat my food. Once I figured out how to make the time, it was fun. It’s really meaningful knowing what my food and service means to my customers and their families.
After the workshop, I worked more closely with Rochelle Udell, one of the teachers. She helped me take my goals, my vision, and the results of the interviews, and package it all into new branding for my meal plan service. It wasn’t so much a brand new product but we simplified my messages. With the launch of the “Green Plate Club” I think I’m more directly speaking to what people need. To the service they can’t find elsewhere. Now I’m starting to get more requests for information and to join. It’s early but it’s promising!
Before I went to the workshop I thought of marketing as “advertising.” Now I realize marketing is so much more, and if I’m serving my customers’ needs they’ll be my best channel to new customers.
What one thing do you want people to know about your business or nonprofit?
Our food and services gives our customers an enjoyment of food that sustains their health so they may live their lives to the fullest.
What one thing do you think people should know about OI!?
Ossining Innovates! is about creating community. It’s the OI! Community but it’s also about helping entrepreneurs and budding entrepreneurs learn to identify and create a community of business owners.
Laurie Gershgorn
www.goodchoicekitchen.com
