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by Fraser Doherty
SuperBusiness: How I Started SuperJam from My Gran's Kitchen
Cover Page
Title Page
Copyright
Contents
About the ‘Jam Boy’
Acknowledgments
My Adventures in Jam
Chapter 1: Why Start a Business?
Family Influences
Being Your Own Boss
Being an Entrepreneur
What Do You Want from Life?
Chapter 2: Eureka! Super Idea
Finding Inspiration
Be Interested in Everything
Gaps in the Market
Being Inspired by Other Companies
Finding Ideas from Other Countries
Road Test It
Keep It Super Simple
What Is a Good Idea?
My ‘Eureka’ Moment
Chapter 3: Finding Support
Slowly Building Up
Taking the Leap
Finding a Mentor
Creating a Board
Raising Finance
Chapter 4: Researching and Pitching Your Idea
Getting to Know the Competition
Understanding Your Customers
Getting the Pricing Right
Finding Outlets for Your Product
Researching My Super Idea
Getting Your Brand Out There
Writing a Business Plan
Pitching Your Product
Pitching to Waitrose
Creating the Brand
Super Heroes
Finding a Factory
Pitching Again
Picking Myself Up to Try Again
Solving the Branding Problem
Finding a New Factory
The Final Pitch
Chapter 5: Launch!
Start Small
Building a Website
The SuperJam Website
Beta Launch
Trade Fairs
Launch Party!
Announcing the Launch
Chapter 6: Telling a Story
Knowing What Your Message Is
Talking to the Press
Writing Articles
Giving Good Interviews
Global Student Entrepreneur of the Year
Speaking at Events
Chapter 7: Sell, Sell, Sell
Afraid of Selling
Finding Customers
Knowing Who You Are Selling To
Building a Relationship
Print Advertising
Giving It All Away
Direct Mail
Online Advertising
Television Advertising
SuperJam in the Spotlight
Events and Trade Fairs
Partnerships with Other Brands
Chapter 8: Love Your Customers
Encouraging Loyalty
Talk to Your Customers
The Lovers and the Haters
Acting on Feedback
Replying to Every Letter
Creating a Sense of Community
Chapter 9: Do Good
Your Chance to Change the World
The Business of Doing Good
Business as Protest
Ben & Jerry's
Selling out
Three Bottom Lines
A Cup of Tea and a Laugh
Remember Why You're Doing This
Chapter 10: Building a Team
Attracting the Right People
SuperJam's Recruits
Flexible Working
Outsourcing
SuperJam's Manufacturing Partners
Chinese Production
Crowdsourcing
Chapter 11: Diversify and Grow
Finding New Markets
Diversifying the SuperJam Range
Don't Stretch Your Brand too Far
Going International
The Future and Beyond
A Handful of Places to Go for Inspiration
Support Organizations
Websites
Books
Index
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