How we began...
It occurred to Sarah early on in her career that if there was one thing she did best it was talking to people. In her own words Sarah credits her success in the finance field simply through “Talking”.
“Talking is so powerful because when you interact with someone you become more privy to their situation and in the business world this opens up endless opportunities”.
Starting out in business at a young age, Sarah learned that to one day operate her own business it had to be with something she felt passionate about. Over the years Sarah has developed working relationships with several business owners in Adelaide and Sydney.
With self-employed fast becoming an option to many Australians and a key driver in our countries economy, Young Einsteins was formed to strengthen these individuals through educational Events & Programs.
Sarah’s background in the Finance Industry allows Young Einsteins to further support business owners with their banking needs.See Your Money Vs Your Bank.
In search of a role model Sarah looked to Albert Einstein, as an example of someone who proved turning "big ideas" into a reality is not impossible.
With a young director, a young team and a new entrant into the business world… Young Einsteins was born.
"Standing out from the crowd " 14th July 2008
‘Unique, being the only one of a kind, different from others in a way that makes somebody or something special, worthy of note.’
In this last week I have been researching businesses around us that stand out from the crowd.
Their approach to winning is not like any of their competitors and the way they brand themselves is a clever strategy designed to provoke a reaction, allowing their brand to become memorable.
It works because love it or loathe it, client engagement has been won. From this point on their target audience becomes identified and they can focus on tapping into their consumer buying motives.
Sometime last year I went into Borders and scaled the shelves for a book that might support my plans to become a stand out in the business community. That's when I noticed “100 Great Businesses & the Minds Behind Them”
For people on the go this is brilliant, complete with short stories on the history and success of great businesses, this is motivation you can carry with you.
Let me share with you one story of a stand out…
Chupa Chups, There’s a sucker born every minute
Enric Bernat was a third-generation confectioner from Catalonia in north-western Spain. He became involved with a flagging Barcelona confectioner in the early 1950’s, making a deal that if he could turn around the ailing business, he would take a 50 per cent stake in it. His patented idea for the Chupa Chup lolly on a stick came about after he commissioned market research on sweets and was told two facts.
- Children like fruit flavoured sweets.
- Mothers hate their children eating lollies because they get messy and sticky in the process.
Bernat solved the problem of keeping mothers happy and tapping into ‘the physiological need of children to eat sweets’ with his fruit flavoured Chupa Chups, hard lollies on little wooden sticks that could also whistle.
In 1958, Chupa Chups were launched in Spain. Within five years there were 300,000 Chupa Chup distributors around the country, all receiving their supplies in custom-decorated Seat 600 trucks that were little mobile billboards for the brand. Bernat was soon able to buy out the whole company. The lollipop distribution was also boosted by the ingenious hedgehog-style stand that salespeople urged retailers to place as close as possible to the till to inspire impulse buys from sweet-toothed children.
In 1969 a logo was designed for the brand. In the next decade exports grew from ten percent of the business to 90 per cent. Today, more than four billion Chupa Chups are sold in more than 170 countries each year. Flavours are different, depending on where you live in the world.
The Bernat family still owns 100 per cent of the private Spanish company. Founder Enric Bernat died in January 2004, leaving a fortune of more than $1.5 billion.
This story was extracted from “100 Great Businesses & the Minds Behind Them”
Incredible that a lollipop could become a world wide hit.
So what made Enric Bernats idea so successful?
It wasn’t the product. Anyone can buy a sweet from a shop and it doesn’t have to be a Chupa Chup.
It was how he marketed it, how he designed it and how once he knew who he was targeting his approach became specific.
So don’t change your product change your approach.
Remember practice makes perfect.
Be bold, get noticed and stand out from the crowd.
Till next time....
Sarah