Presentation by Bobby Kerr of Insomnia and Dragons Den on behalf of Donegal County Enteprise Board March 2011

2. W
Working The New Way
March 2011

3. Bobby Kerr

4. Key Facts - Insomnia
Irelands leading Coffee Company
5 million cups of coffee sold annually
60 Shops
12 Million Turnover
200 Staff
First Irish Company to go 100% Fairtrade and Organic
All our coffee is roast to order
Partnership with BWG foods(Spar & Mace)

5. How we stay in business
 Who are our customers ?
 Analyse our footfall numbers
 Focus on the average value transaction
 Be ahead of the competition
 Have a clear pricing and promotional strategy
 Declutter the shops of too many messages
 Drive sales through a consistent value proposition
for all 2010
 Reward Loyalty – Expand our Zappa technology
 Maximise every PR opportunity

6. Power of Brand
The Best Marketing is Free Marketing!

7. Its My Business & Up To Me
 Act professionally & honourably at all times
 Use the power of the brand
 Communicate regularly with your current & past
customers
 Constantly be alert to opportunity
 Embrace technology – it makes life easier and
more efficient
 Embrace the new ways of marketing, Facebook,
Twitter
 Look for new ways to do things better

8. Enter the Dragon…
 One of the 5 Irish Dragons
 Two series completed
 Have made 8 investments
 Surfseeds
 The Hangout
 Kaylite
 Bintrasher
 Beal Organic Cheese
 Grab radio App
 Boiler Bleed
 Mother and Baby Show
 Viewing numbers over 500,000 per show
 Back for Series 3 in 2011

9. All the Dragons

11. Top Ten Business Points
1. Don’t be afraid of Hard Work
2. Keep an eye on the Competition
3. Embrace Challenges
4. Take Calculated Risks
5. Always Reinvest in the Business
6. Good Communication is essential
7. Commit to Develop People in the
organisation
8. A Clear Concise Strategy is vital
9. Plan all expenditure
10. Don’t forget about luck

12. Reasons to be Cheerful!
BOBBYS TOP TEN LIFE TIPS:
1. Forget the begrudgers
2. Enjoy what you do
3. Be thankful you have your health and family
4. There is real value out there go and get it
5. Surround yourself with positive people
6. Set goals and targets for yourself
7. Be realistic
8. Don’t be afraid to adapt or change the plan
9. Network – learn from others
10. Stay in the ring – It will get better

13. Questions?

14. www.donegalenterprise.ie
http://www.facebook.com/DonegalEnterprise
http://twitter.com/DonegalCEB