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.