Entrepreneurship and Innovation

IntroductionFrench agro-food company, “a range of new-to-the-market products” 2004 , ParisMichel De Rovira Augustin Paluel-Marmont  

1- High schoolBachelor in Management graduated in 1989

2- Michel (“the brain” of the organisation) → New York for Finance industryAugustin (creativity through recipes) → Hotels ‘Club Med’ (=friendship, adventures, sports and fun) marketing branch in Air France, French Airline Company.  3- 2003 → “The Parisian bakeries Guide” 2.000 etablishements, testing both “baguettes” and “pains au chocolat”   4- January 2005 Salah sold out “the little round and good biscuits” Reasons to become entrepreneurs: being their own bosses, working together, implanting their ideas, collecting financial rewards thanks to their ideas.

My presentation follows the 4 steps of entrepreneurial process.

Margaux Ronfaut – Case Study July 2013 Entrepreneurship and Innovation

Deciding to be… Nature of the firm80 different recipes

3 global categories: sugary biscuits, salty biscuits and fresh milky products.

Michel’s stepmother’s kitchen

6.000 outlets → Fr, Switz, Lux, Belg, USA, Russ, Jpn, Singpr and Taiwan

2006 → supermarkets, “Monoprix” as a privileged partner

Target → upper middle class clientele

Average consumption of biscuits = 27g per day /children

22g/day/adult (3 cookies)

Plenty of competitors

Nature of entrepreneurship lifestyle start-up

entrepreneurial firm

1st product, “little round and good biscuits” → home-made + new quality onto the food market in

France

Risk Taking & Leadership

High level of creativityConcept → to offer gourmet products (fun at the

tasting) and healthy

Wish to share team’s real-time momentsPromotion is their main innovation

+complicity+packaging

Margaux Ronfaut – Case Study July 2013 Entrepreneurship and Innovation

Developing successful ideas…

Who is targeted?

12-25 y.oldMothersHigh purchasing power

Willingness to consume products made with Fresh ingredients (home recipes) + biologically designed

Flat management

“The banana plantation”

Innovation as the constant lighthouse

Possible new market(s). News products HR Capital reinvested Export

Margaux Ronfaut – Case Study July 2013 Entrepreneurship and Innovation

Management practices

“Do what others do not want to do”.Use of storytelling 46,000 followers on Facebook18 million units of sales in 2012Income: 22 million AU$/2012

Promotion Strategy → make the ‘Buzz’ http://www.youtube.com/watch?v=sLJ4Tb2Ys4s

July 2009: ‘Tribute to Michael Jackson’ http://www.youtube.com/watch?v=1XliC5OiCe8

February 2010: ‘Bill Gates drinking ‘a cow to drink’ in the Entrepreneurs’ forum Paris’ http://www.youtube.com/watch?v=X5bFBGsql4Y

November 2011: ‘Real Cookie’ Launch

Margaux Ronfaut – Case Study July 2013 Entrepreneurship and Innovation

Managing every day…

Margaux Ronfaut – Case Study July 20013 Entrepreneurship and Innovation

Risks analysis

Market that is almost saturated

Keep their position + motto

Being different and creative can endanger

packaging around French presidential elections

Suggestions to maintain competitive advantage(s)

Bakeries’ chain in Africa

Foundation which helps new venture’s managers

Overseas implementations

Competitors

Margaux Ronfaut – Case Study July 2013 Entrepreneurship and Innovation

https://www.youtube.com/watch?v=BiW8yEUVzL0

Conclusion