Dragons Den vs. The Supermarkets

[Tatters]

Hello,

I’ve recently desinged a household product that I think could prove to be very popular with the general public. I came up with the idea last year but it’s taken some time to refine. It shouldn’t prove that costly to produce due to its simple design (costing £3-£5 per item) and should retail for approximately £10.

The thing is I think the product lends itself to being produced and sold through supermarkets under their logos. This would mean that the product would be designed and embossed with say a ‘Tesco’ or ‘Sainburys’ stamp instead of its own ‘name’ or ‘logo’. The product could even use the primary destinguishing colours of these large companies....i.e. Blue for Tesco or Orange for Sainsburys for example.

My question is.....Should I approach the supermarkets directly with my idea or go on Dragon’s Den to see if they think the idea has legs and gain some public interest at the same time?

I watched the ‘Breaking into Tesco’s’ program on channel 4 this year and it does seem that supermarkets are keen to take on new products. I consider my idea to be quite unique and is different to anything I have seen on the market currently.

Any help is appreciated.

Many Thanks

 

[solidlockltd]

Hi,Tatters.
Why give 50% away to the Dragon's. Try contacting the supermarket direct, you might be surprised.
The cost of your product to make is say £5-00 the retailer will put his mark up, say £3-00 this will leave you only £2-00 profit and the Dragon's cut 30%-50%. If you think your product will sell, go for it.
All the best Solidlock Ltd

 

[Tatters]

Hi,Tatters.
Why give 50% away to the Dragon's. Try contacting the supermarket direct, you might be surprised.
The cost of your product to make is say £5-00 the retailer will put his mark up, say £3-00 this will leave you only £2-00 profit and the Dragon's cut 30%-50%. If you think your product will sell, go for it.
All the best Solidlock Ltd

Thanks Solidlockltd,

That's exactly what I though......it doesn't leave much in the bank once the dragons have taken their pound of flesh. The only thing I could think of in their favour would be their quick access to the market whereas it may take me double the time to get there.

However I presume the supermarkets would have business analysts to assess the marketablity of my product and give me a quick answer to their level of interest?

 

[ADW]

If you can go straight to market, do just that. Dragons Den is just a gimmick. If what you need is high exposure to get the uptake of the product it might be an option but very few get through.

What category/sector is the product in? There might be other options available depending on your needs to get the product moving.

 

[Write My Site]

I met the founder of Gu Puds once, and he said his top tip for contacting supermarket buyers is to ring them at lunchtime as that's the only time they're not on other calls.

 

[Tatters]

If you can go straight to market, do just that. Dragons Den is just a gimmick. If what you need is high exposure to get the uptake of the product it might be an option but very few get through.

What category/sector is the product in? There might be other options available depending on your needs to get the product moving.

Hi ADW,

The product is based in the environmental sector.....something which I think the supermarkets would be quite interested in at the moment. Hopefully they might see the product as something to improve their image whilst making money at the same time (their primary objective).

Thanks for the reply.

 

[ADW]

Is the product covered by patent? If so, you have little to lose by getting in touch with the big chains. This is something they like to flaunt to show how much they care but there are many people going to be knocking at their door with similar ideas. Just got to hope yours is of more interest. There was someone on here recently with a similar scenario based on the carrier bags.

You will probably need to have some staying power but get on the phone and start asking who the correct person is to speak to on such matters. You will be knocked about to several different people but just persist with it until you get to the correct person.

Another thing, without knowing the details, your manufacturing cost seems steep compared to RRP. Have you got it down as low as you can?

 

[gk141054]

As ADW has said above, MAKE SURE YOUR IDEA IS PROTECTED BEFORE YOU DISCLOSE TO ANYONE!!!

Apart from that, get ringing those supermarkets... also ring the distributors who supply the supermarkets, they might be a good bet rather than just the supermarkets direct.

It will be difficult, I have no doubt but if you can get hold of the "gate keeper" then you might just do it.

BTW, if you have trouble with UK supermarkets, would your product apply to foreign markets?

If so, I may be able to assist further with a direct contact.

 

[nusecurity]

Hi Tatters,
I would agree with what everyone has said earlier. If it is of interested, shortly we are launching a new eco friendly product to these major supermarkets. We are and will continue to be in touch with the 30 or so large retailers who have set up a committee for waste & recycling. These have an appointed environmental specialist and are actively seeking ways and new products to reduce their waste. Each retailer will now be developing its own work programme. Companies involved are Asda, Boots, Budgens, the Co-operative Group, Londis, Iceland, Kwik Save, Marks & Spencer, Morrison's, Sainsbury's, Somerfield, Tesco and Waitrose. If you feel you may require some help or indeed feel that a joint working relationship or joint presentation to these major stores than please feel free to give me a shout.

 

[Tatters]

Is the product covered by patent? If so, you have little to lose by getting in touch with the big chains. This is something they like to flaunt to show how much they care but there are many people going to be knocking at their door with similar ideas. Just got to hope yours is of more interest. There was someone on here recently with a similar scenario based on the carrier bags.

You will probably need to have some staying power but get on the phone and start asking who the correct person is to speak to on such matters. You will be knocked about to several different people but just persist with it until you get to the correct person.

Another thing, without knowing the details, your manufacturing cost seems steep compared to RRP. Have you got it down as low as you can?

Thanks ADW,

I'm curently checking the validity of my product in line with the patent processes and rules. Hopefully one major part of my product complies with these rules and will be accepted as being unique to my product.

It's going to be a long road that's for sure but you only live once so I'm going to give it a go.

Regarding the manufacturing costs...the £3-£5 is a deliberate over estimate to ensure that I don't get any rude surprises with actual costs. I hoping to manufacture the product in China so I'll have to see if I can get them down a little.

 

[Tatters]

As ADW has said above, MAKE SURE YOUR IDEA IS PROTECTED BEFORE YOU DISCLOSE TO ANYONE!!!

Apart from that, get ringing those supermarkets... also ring the distributors who supply the supermarkets, they might be a good bet rather than just the supermarkets direct.

It will be difficult, I have no doubt but if you can get hold of the "gate keeper" then you might just do it.

BTW, if you have trouble with UK supermarkets, would your product apply to foreign markets?

If so, I may be able to assist further with a direct contact.

Hi gk141054,

Thanks for the advice.....I'll have to gather some distributor details.

Hopefully the product will apply to all supermarkets no matter where they're located. I'm actually from Australia and I can see it working there.

I've given myself another 6 months to get this project off the ground but I think the key is to find that 'gate keeper'! If they like the idea then I think I'll be half way there.

I'll keep you informed with my progress.....a direct contact in the marketplace would help a great deal.

 

[Tatters]

Hi Tatters,
I would agree with what everyone has said earlier. If it is of interested, shortly we are launching a new eco friendly product to these major supermarkets. We are and will continue to be in touch with the 30 or so large retailers who have set up a committee for waste & recycling. These have an appointed environmental specialist and are actively seeking ways and new products to reduce their waste. Each retailer will now be developing its own work programme. Companies involved are Asda, Boots, Budgens, the Co-operative Group, Londis, Iceland, Kwik Save, Marks & Spencer, Morrison's, Sainsbury's, Somerfield, Tesco and Waitrose. If you feel you may require some help or indeed feel that a joint working relationship or joint presentation to these major stores than please feel free to give me a shout.

Thanks nusecurity,

Has gaining access to these major supermarkets been easy or difficult with your eco friendly product?

Is the joint committee seeking products from the wider market or are they trying to develop their own products?

The very fact that these 'large' companies have put together such a committee seems very promising.

I hope to have a working prototype in the next couple of months. The plan is to then put it through a testing process to ensure that it ticks all the boxes. I have to apply to the patent office also. Once I have all of these points resolved I'll start to contact the relevant companies and committees like the ones mentionned above.

Thanks for the offer of help also....I will be in contact for advice...a joint working relationship could possibly be the best way forward.

 

[nusecurity]

Tatters,
As ADW said, staying power will be required. It takes a long time to get a reply from these people let alone an appointment. They are looking for similar type products and would be willing, eventually, to set up trials for these new products. Keep us posted with regard to the prototype and with our meetings taking place over these next few months let us know and perhaps we could highlight the benefits of your prdouct at these appointments.

 

[Tatters]

Tatters,
As ADW said, staying power will be required. It takes a long time to get a reply from these people let alone an appointment. They are looking for similar type products and would be willing, eventually, to set up trials for these new products. Keep us posted with regard to the prototype and with our meetings taking place over these next few months let us know and perhaps we could highlight the benefits of your prdouct at these appointments.

Many Thanks nusecurity,

I'll keep you informed of any developments....some inital feelers I sent out regarding the prototype construction should come back to me soon. Once I have this sorted the rest of the project process should move forward...fingers crossed.

 

[CISK]

Hello,

I've recently desinged a household product that I think could prove to be very popular with the general public. I came up with the idea last year but it's taken some time to refine. It shouldn't prove that costly to produce due to its simple design (costing £3-£5 per item) and should retail for approximately £10.

The thing is I think the product lends itself to being produced and sold through supermarkets under their logos. This would mean that the product would be designed and embossed with say a 'Tesco' or 'Sainburys' stamp instead of its own 'name' or 'logo'. The product could even use the primary destinguishing colours of these large companies....i.e. Blue for Tesco or Orange for Sainsburys for example.

My question is.....Should I approach the supermarkets directly with my idea or go on Dragon's Den to see if they think the idea has legs and gain some public interest at the same time?

I watched the 'Breaking into Tesco's' program on channel 4 this year and it does seem that supermarkets are keen to take on new products. I consider my idea to be quite unique and is different to anything I have seen on the market currently.

Any help is appreciated.

Many Thanks

Tatters
Speak directly to the buyer at the supermarket group who buys your product area.
Also speak to the secondary retailers, the discounters and the symbol groups.
Plus you have the buyers at the leading wholesalers, cash and carry's and delivered wholesalers to approach.
Dragon's Den is good knock about TV, but their ability to influence your customers is minimal.

http://www.tastees.info/

 

[BusinessIdeas]

As well as my core business I am currently looking for household products that would be of interest to my customers. I already sell a number of products door to door. If anyone reading this thread feels that they may have something of interest to my business, please pm me.. Gina

 

[phoneforbusiness]

Tatters,

Two people you may want to talk to are ex-Tesco directors Andrew Dixon (Clubcard) and Rod Wood (Purchasing).

The two are to be found at ecademy - I'll plead guilty if they ask whose idea this was.

If you can't find them, pls tell me. If you don't think this is a good idea, pls tell me