April 29, 2013
Maureen (Mo) Ellis founded Eddie’s Chilli Jam to produce and distribute sweet chilli condiments inspired by her West Indian father. They are made from the freshest ingredients, locally sourced where possible, and can be purchased online or purchased where fine foods are sold.
What’s the name of your business and what promise does it make to customers?
My business is called Eddie’s Chilli Jam. We make premium chilli condiments to add flavour, spice and heat to a range of savoury foods. Our jams are available in three flavours, Sweet Chilli, Scotch Bonnet and Sweet Chilli & Sundried Tomato. We are currently developing other varieties to add to our collection.
What made you decide to start your business?
I have always loved cooking and knew one day I would start my own food business. I wanted a solid foundation to start from but never found the time to complete a course.
My son Joseph had difficulties at school and although he was bright, I worried about his future. One day he came home and told me he was self-employed. He had signed a contract with a major company for a six-figure salary, the opportunity to travel, commission and benefits. This was his first job; he had no formal training and was only 22.
I believed in my products and my son proved to me that if I worked hard, applied myself, and remained focused, my dream of being my own boss could become my reality.
What made you decide to enroll in School for Start-ups?
I met the S4CS Creative Director Medeia Cohan-Petrolino at the Brixton Supper Club. She introduced herself after the owner told her about my jam. We spoke about the course and I liked that it required no business expertise and the structure did not interfere with my job. I took her details but did not complete my application until I bumped into Titan Binki Taylor who encouraged me to attend the schools open event at Somerset House. At that event I felt inspired by entrepreneur Doug Richard’s presentation and his approach invigorated my ideas. I took the opportunity to speak with staff and students to gain further insight. It felt wonderful to be surrounded by like-minded people. I knew at the end of the evening I wanted to participate.
What meaningful answers did you discover in working with Doug Richard and the experts he brought in to advise and mentor you?
I came to understand that entrepreneurialism is a state of mind. It is about solving problems rather than accepting defeat. It became apparent, over time, that everyone experiences setbacks. To move forward you deconstruct the problem, revaluate and move forward. Most important, it became apparent that what you put into your business is what you will get out of it
What useful knowledge have you acquired over the last year through School for Creative Startups?
In the past I’ve been shy about asking for assistance however the school taught me there was no reason to be afraid. They were there to guide and support me, and were just as interested in my challenges and obstacles as I was myself.
I learned how important it is to price your products properly. I lost revenue because my products were inappropriately priced and I’ve seen much more success since I’ve priced them correctly.
I also learned how to kook at my business from my customer’s perspective. You really cannot assume they see what you see. You have to actively create the experience you want them to have when they see, purchase and use your products.
Which speakers have had the biggest impact on you and your business?
All the speakers were incredible but the two that stood out were designer Dan Maier and Dinny Hall.
Dan Maier proved you do not need fancy ideas or branding to sell products. Her lampshades consisted of four silk panels constructed on a thin wire holder. They were simply produced and flat packed inside transparent plastic bags. This enabled her to keep production cost low and to generate enough profit to buy a studio and sustain a workforce.
Dinny’s spoke of her poor decision-making skills early in her career and how it was reflected her business and personal life. She never waivered in her belief that she was an exceptional jewellery designer and it was this conviction that eventually led to her success. She decided to learn how to make better decisions because her work was worth the investment.
How has having access to business support and mentoring day in and day out helped you and your business?
Information from successful business people, organizations and programs have provided tools that help me feel comfortable, grounded and confidant about the tasks that lie ahead.
Mentoring and one-to-one sessions to discuss my development, and the School for Creative Startups Community website has been important to. Its been very handy to have 24-hour access to fellow students as well as course related material and events.
Which of your products are you proudest of? Why?
I am equally proud of all my products. However, the opportunity to stock Eddie’s Chilli Jam at Selfridges Food Hall is a real honor and represents my ambition for my products to be made available in some of the world’s best food establishments.
Do you feel you’ve developed relationships through this program that will help you in the months and years to come?
I have met some wonderful people and developed a strong support network during my time in the program. I have no doubt I shall be working with other entrepreneurs in the program in the not too distant future. There are a lot of ways we can work together to build our enterprises going forward.
What are you looking forward to in the months ahead?
I plan to outsource jam production, which will free up time to concentrate on my sales and marketing push. There are a number of companies and food service providers I would like to engage with so I am working on developing relationships alongside looking for a manufacturer to produce two new chilli products I have been working on for some time now.