A presentaion by Sarah Nic Lochlainn of Aruna Sauces as part of Enterprise week 2013 - Food Product Development Workshop

2. Agenda
• Aruna Founders
• Aruna Story
• Critical Path to date
• Plans for the future
• PR and Marketing
• Funding & Finance
• Challenges
• Coping Strategy

3. Aruna Founders
Sarajit Chanda (Director)
First learned to cook from his mother Aruna in Bangladesh
Executive chef in restaurants in Calcutta – Sydney - Dublin since 1997
MD in own food business since 2005
Passion for New Product Development. International experience in recreating
authentic ethnic recipes
Sarah Nic Lochlainn (Director)
BA in languages led Sarah to travel and gain international experience in
business
Keen eye for opportunities and how to exploit them
Experienced in management of business and brands
Trained in strategy, production, viability, finance, logistics & marketing
Established contacts with media, state agencies, food trade & distributors

4. Sarajit
Chanda, Chef/Proprietor
of Fuchsia House
Restaurant
uses his mother Aruna’s
recipes to create
authentic, nutritious, del
icious curries

5. In 2010 Sarajit and
his wife, Sarah
spotted a gap in
the growing
“Dining at Home”
market and used
Aruna’s recipes to
create the
award-winning
Aruna Sauces range

6. Aruna Sauces provide
home cooks with the
opportunity
to create
restaurant-quality
food in their own
kitchens, without
compromising on
quality or heritage

7. Available in
Curry, Korma, Roganj
osh, Tikka Masala
Gluten Free
and Madras, Additive Free
Aruna Sauces are MSG Free
clean label

8. Aruna is multi Award-winning
and is produced in a BRC Grade A facility

9. In 2012, we listed 250 new stockists
in Ireland and Northern Ireland.
These include Superquinn, Supervalu,
Spar/Eurospar, Dunnes.
Aruna will be listed in Tesco in April ’13.

10. In April, we will move to a Larger pack for same RSP
pre-printed pouch which greater value for money for consumers
opens Aruna up to family market
improves Aruna as follows:
RSP €2.49
appeals to cost-conscious shoppers
Packaging more robust
no breakages
Packaging more attractive
better stand out on shelf
Longer shelf-life, 8 weeks
0% waste
Clearer instructions for use
Aruna Sauce + Meat = Meal Solution

11. Aruna’s USPs:
Authentic recipe
passed down from mother to son
Restaurant Quality food at home
prepared by professional chef
Gluten Free
Fresh, chilled sauce
allows consumers to create
healthy, nutritious meals
with ease and convenience

12. 2010
• Founded Aruna
• Sold product at local farmers markets
• Completed feasibility study
• Launched branded range
• Won Blas na hEireann Awards
• Designated HPSU status by EI
• Listed in 20 retail outlets

13. 2011
• Won many awards including Best Start-up and
Best Overall Business in Co. Louth
• Sold Aruna at regional food festivals nationwide
• Production outgrew Fuchsia House
• Appointed contract manufacturer
• Listed in 60 retail outlets
• Doubled 2010 sales

14. 2012
• Dragons’ Den
• Moved production to factory
• Meetings with multiples
• Appointed distributors
• Began exporting
• Won Bronze at National Start-up Awards
• Listed in 300 retail outlets in ROI and NI
• Doubled 2011 sales

15. 2013
• Changing product offering based on
Market Research
• Appointing a distributor for ROI
• Launch in Tesco April ‘13
• Developing a strategy for UK
• Meeting with ROI, NI and UK multiples

16. Projected Sales
• 2013 €350-400k
• 2014 €1m
• 2015 €3m

17. PR & Marketing
• Local Newspapers and Radio
• Ireland AM
• National Newspapers – SBP, Times, Indo, FJ
• Dragons’ Den
• Nationwide
• EI & CEB Bulletins
• National Women’s Enterprise Day
• Facebook & Twitter
• Websites & Blogs

18. Funding & Finance
• Running Costs funded by sales
• Growth funded by directors’ salaries
• Louth CEB – Feasibility Study
• Bord Bia – MAP Grant
• Louth CEB – Priming Grant
• BOI - €5k overdraft, €5k term loan, €2k credit cards
• Dragons’ Den – Gavin Duffy €30k
• Applying to BOI for funding to print new packaging

19. Challenges
• Time management
• Cashflow management
• Recruitment
• Childcare
• Creating a “no-brainer”
• Social Protection Policy

20. Coping
Mechanisms

25. Enjoy the Flight!

26. sarah@aruna.ie
+353 (0) 41 6871122
Aruna Sauces, Fuchsia House, Dundalk Road, Ardee, Co. Louth, R.O.I.
Facebook.com/arunasauces
@arunasauces
www.aruna.ie