There is nothing that is more inspiring than young people who have realized there is a gap in the supply chain and take it upon themselves to fill that gap. Such is the success story of Nathaniel Ru, Jonathan Neman and Nicolas Jammet with their Sweetgreen venture.
The three started thinking about opening their business when they realized that there were very few healthy food alternatives at Georgetown, where they were studying. The CEO of the group, Nathaniel Ru says that it has taken determination, a relentless spirit and a lot of dedication to become the national success that they are.
The first challenge the business had was getting an appropriate venue. The main problem they were having with securing a venue was the fact that their business plan as it was did not inspire a lot of confidence in their possible landlords. Read more: Sweetgreen Founder Interview – Nathaniel Ru | Business Insider
They, therefore, decided that they would look for someone to help them come up with a convincing business plan. Luckily, the lady who owned their apartment complex had a space they could rent, and she helped them get a person who created a sound business plan for them. It is this plan that brought their current principal investors on board.
The next step in the process was creating trust in their prospective customers. Ru knew that if they wanted to sell themselves as a company that offered organic and green alternatives to food, they would have to be honest about the entire process.
He, therefore, came up with the idea of getting their produce from the local farms that had been certified to be organic. This move has paid off well because now they cook the locally available fresh produce according to the seasons.
They then embarked on marketing their brand. It included getting an app to help them make digital sales. Ru is proud of this move because it accounts for more than 30 percent of the sales that the company makes.
The next part of the process was to create a brand that was concerned with making people feel that they belonged. The idea of Sweetlife Ventures was born this way. The event is an annual music festival that is aimed at bringing together their customers and celebrating life.
The company has headquarters in New York, but the leaders believe in being more on the ground than being at the offices. It is easy to see that the trio will achieve even more success if they keep up the same spirit.
Read more: Nathaniel Ru | Crunchbase