28 Nov

Creating Brands that will last a Lifetime-Nathaniel Ru and Sweetgreen

Business ideas that later turn out to be massively successful usually start from the need to fix an existing problem in the community. Think of a case where three finance students at Georgetown were looking for a healthy snack; then they discovered that there weren’t enough healthy food choices for them. Read more: Nathaniel Ru Blazes a Trail in The Height Food Industry | Affiliate Dork

They decided that they would try and create a solution for the problem. They came up with a business solution of Sweetgreen. The restaurant was to serve healthy food alternatives to the population. Today, what started as a dream by three college students is a business venture that has gained followers nationally.

The CEO and co-founder of the business Nathaniel Ru talked about the road to success for the trio that started the company. The other two are Nicolas Jammet and Jonathan Neman.

The first challenge that they had was getting a perfect location for their business. When they were performing the search, they realized that the landlady of the place where they stayed was also in charge of one of the premises they were eyeing. Read more: Nathaniel Ru | Dynamic Dialogues

Nathaniel states that at first, she was wary of their plan, especially because their business idea had not been fine-tuned. She guided the trio to a business consultant who helped them create a sensible business plan. When the business plan was good enough for her, she lent them the space they needed for their first store.

One thing that Nathaniel Ru says that he has learned about business and entrepreneurship is that the fear of failure is the greatest motivator. He adds that when the business survived the first winter when the students are usually at home, he gained to confidence that the business would last. The other challenge they now had was sourcing the appropriate raw materials to make the business.

They started with local farms and were aiming at ensuring that they created the least possible carbon footprint in the production of their food. They have farmers who supply them with 100 percent organic farm produce, and this included the fruits and vegetables that are in season.

Then there was the marketing challenge. Ru says that after studying the bulk of their customers, they realized that they would have to take the business online for the best returns. They planned to create an App which helped them increase sales.

The App currently helps them make more than 30 percent of their sales. These are the business ideas that have made Sweetgreen the national success it has become.

26 Nov

Nathaniel Ru and the Founding of Sweetgreene

Sweetgreenes is a chain of green food eateries founded in 2007 by three Georgetown University seniors, one of whom was Nathaniel Ru. Mr. Ru says that getting a chance to establish the startup was the result of luck, persistence and a stubborn dream.

They had to make a nuisance of themselves to the landlord of the space which they had identified as ideal for their startup, who was coincidentally also their landlord.

Once she agreed to rent the space out to them, they were required to seek backers, an architect and make a proper business plan.

Once they had achieved these milestones, however, their idea picked up immediately, and the company has experienced unprecedented success and growth since. Currently, Sweetgreenes has stores in Boston, Washington, Philadelphia, New York and all their suburbs and they keep growing.

The reason for the company’s robust growth over such a short period, Mr. Ru intimates, is their commitment to their core values which have made them more customer oriented than profit oriented. This has been reflected in their marketing plan in which the central question has always been why rather than what. Learn more about Nathaniel Ru: http://www.thehoya.com/nathaniel-ru-jonathan-neman-and-nicolas-jammet/

They ask themselves why a client would need to buy something before determining what it would be that they would buy and in what condition it should be. They have five core values that direct their business decisions and operations.

The first is a winning mentality, which is predicated o a belief that all the stakeholders in the business should feel that they have benefitted from all the decisions and operations of the company. The second is the idea of thinking in which they believe that every business decision should be able to sustain itself after it has been implemented.

The third is a commitment to authenticity, the fourth is making their products sweet and desirable, and the final core value is to make sure that what they do has a direct and indirect positive impact on the society. All these have been instrumental in steering organizational growth over these past years.

Nathaniel Ru graduated from the Georgetown University in Washington in the year 2007 with a Bachelor of Science Degree in Finance. It is the same year that he and two of his college mates founded Sweetgreene during their final year of college.

The idea behind the founding of Sweetgreene was predicated on the belief that there was a need for the creation of a healthy and eco-friendly dining option that was also delicious for the society’s benefit. It turns out they were right, and their company had grown to great success since it was founded.