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Blog

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5 Things I Wish I Had Known: James Averdieck of Gu

Tessa Stuart

I am currently addicted to Fru's blackcurrant and raspberry mini pot, a delicious tiny fruity mousse-y confection, with the same calories as a yogurt. It cheers up my lunchtimes no end.

My thanks to James Averdieck, the founder of Gu and Fru. Here are the five things he says he wished he'd known when he started the business:

1. The importance of equity when considering funding/incentivisation. Equity is precious - don't give it away easily just because your business is worth nothing at the start. One day, if your business is successful, 1% of the business could be worth £300,000 - which puts a lot into perspective.

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Are You A Challenger Brand?

Tessa Stuart

Tom Mercer, an ex-management consultant, set out to challenge the accepted notions of breakfast on the go in 2006. His bircher breakfasts and oat shakes, boldly branded by Pearlfisher, are now available at  London train stations, Waitrose, Ocado and on Virgin flights. Tom's aim is to banish bad breakfasts.  His wholegrain jumbo oats soaked in apple juice, combined with low fat Dorset probiotic yoghurt and fruit, are sustaining and delicious. (Especially the blueberry one.)  

Check out his splendid Vote for Oats campaign here: http://www.youtube.com/watch?v=6llHZvmJPFw

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Ten Things by Giles Brook of Bear

Tessa Stuart

Giles Brook co-founded Bear, healthy fruit snacks, and has the European rights to Vita Coco, a coconut drink, which recently sustained John Isner in his marathon Wimbledon match.

His Ten Things are:

1. Keep it simple. Get your business plan onto one page. The real test is that unprompted, someone should be able to pick it up and understand your business strategy without you explaining a thing.

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Five Things I Wish I Had Known: Rude Health

Tessa Stuart

Camilla Barnard of Rude Health's Five Things

It’s Addictive

It's addictive. Do you know anybody who has run his/her own business and then gone on to work for somebody else? We don’t. For all the responsibility, daft hours and frustrations, once you are a business runner, always a business runner. Either that or we're all unemployable.

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Peppersmith Pound the Pavements - Distribution

Tessa Stuart

Dan of Peppersmith  shares his thoughts on getting distribution.Peppersmith is an independent  British company that makes natural gum from quality ingredients : www.peppersmith.co.uk

Launched in January 2010, Peppersmith has just secured its first grocer listing, after growing success in the high-end independent trade.

Dan says:

1.  Choose the right strategy for your brand.

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