In this conversational advice session, Evan Carmichael and Stephen respond to Franklin’s concerns about launching a food business with a twist, focusing on the need to believe in the concept. Stephen emphasizes belief, highlights market trends toward organic and vegan foods, and mentions their company’s policy of sourcing from small businesses, encouraging Franklin to ignore self‑doubt. He shares the inspiring story of 11‑year‑old Michaela Ulmer, whose personal experience led to the creation of Around Lemonade, eventually securing a multi‑million‑dollar deal with Whole Foods. Evan expands on this by urging Franklin to test the idea on a small scale, secure early sales, and build momentum through customer feedback, stressing that early wins make continued belief easier. The overall guidance is to maintain a big vision while starting with modest, actionable steps to validate and grow the food concept.
Okay, next, Franklin. I'm on my way finishing to set up a food business with a twist. The concept is created originally by me. The problem is I need to make myself believe more. So kind of related question there, that it will work no matter what. And I seek for more entrepreneurial guides. So I don't know exactly what the food is, but food, food business with a twist, and he doesn't believe in the concept no matter what. What kind of advice would you give Franklin on that?
Well, Franklin, I guess you've got to believe in the idea. And if you believe in the product in the food business, I think then you've got to find, you know, how do you go about the distribution channel? But I do believe in food. There's so much kind of change in food with organic, with vegan, with all the different diets that people are adopting around the world around healthy lifestyle. It's a golden time to be innovative in the food business. There's There's such an opportunity out there. And again, you know, I think we as a company have a policy of buying from small and medium businesses. We buy from startups. So loads of people would say, you know, I couldn't go and call on a big company. But we send the guys down here to get lunches just from the market stores downstairs. And so you kind of, you've got to, again, stop all those voices in your head saying you can't be successful. The key thing is you have to believe in the idea. And again, you know, pretty crazy example, an 11-year-old, Michaela Ulmer, was literally bitten by bees when she was, I think, 4. And her story is, you know, very personal. That gave her the idea of actually through a whole series of events of creating a product called Around Lemonade. And she eventually sold that on a multi-million pound deal to, multi-million dollar deal to Whole Foods. So, and it just came through a number of elements that are totally unconnected, but it gave her a really great idea that she really believed in. And then she did a multi-million deal as a result of that. And obviously, you know, the rest is history.
To expand on that, I'd love to see you test it, you know, test it on a small scale, see what's working. If you get some early wins, like Stephen said, you sell your first one, it's easy to believe in the second one and the third one, the fourth one. And I think too many times people make it such a big idea that they can't take the first step without a ton of money or without a ton of, you know, roadblocks in front of them. And so your food concept with a twist, I'd be looking at how can I just start making some sales of this? How can I start getting some momentum of this? And as soon as you start seeing people eating it and tasting it and liking it and spreading the word, then it's much easier to keep going and get some momentum. And continue to believe in yourself. So just have the big dream, but start small.
Yeah. And the other thing, Evan, you know, today, how many pop-up stores are there for food? They're everywhere. You know, you don't have to buy real estate. You can do things exactly as you say, start small, kind of mentally treat everything you're doing very carefully around your money because it's very scarce, almost run it on fumes. But Then think, how do I get market tested? How do I find out what audience is like? What is the consumer that's going to be really interested in my big idea? And if you go on a movie night or something and set up a pop-up store outside of the movie theater, that's a great way to go. And then you'll find out, you know, does your product appeal to the older generation, to the healthy generation? You know, should you set up outside a gym and all? So there's loads of things you can do, but I'd say constantly innovate. To Evan's point, change and course correct according to what works and double down on what works. And once you've got your idea kind of fully worked out, then think, how do you scale it up?
