Passion and the desire to innovate are at the heart of the entrepreneurial movement. Augustin (by Michel & Augustin) during a plenary conference of the entrepreneurs’ fair had underlined how much the sense of adventure, the search for new ideas were part of the DNA of the entrepreneur. Zoom on what could allow you to succeed against big competitors.
I sent believe with a passionate team
If Michel and Augustin succeeded, this above all seems to have placed the values of friendship and sharing at the heart of their adventure. Choosing employees who are a team of enthusiasts and who want to work together has given the brand an authenticity that permeates product creation and communication and not the other way around. This is one of the reasons why they did not hesitate to open their doors for years, of course, to customers but also to those who wanted to meet the teams of the famous cow brand. In the same way, they did not hesitate to ask for originality for recruitments and to seek brand enthusiasts.
From the kitchen of an apartment and the desire to make small round cakes, offered first and foremost at the local grocer, Michel and Augustin were able to rediscover traditional and family flavors, a guarantee of authenticity for the consumer. Nothing was more discouraging than reading the labels of products in supermarkets that ask to be deciphered to have a Nobel Prize in Chemistry. Finding meaning is not a gauge.
Quality as the first prince of differentiation
For this Michel and Augustin, far from contenting themselves with the usual products, searched the world with the help of their agricultural engineers for the best products, vanilla from Madagascar for example. They have become experts in ingredients. To be even more efficient, they have put quality at the center of their company and it represents one of the major differentiating elements. Just because you’re smaller doesn’t mean you can’t outperform a big company. It is precisely the opposite!
The economic reality: a level of funding
Some sectors do not grow without moving to a fund level. This is the difficulty because the development of growth is expensive. In the case of Michel and Augustin and to obtain margins like Danone or Nestlé, the staging, the ideas of communication which are dear to their way of communicating, are no longer sufficient. They therefore had to go to the next level to finance gross margins which were not sufficient, it seems that the volumes were not there. Leaving the old fundraising model (40 friends) and going to the next level, translated by an illustrious entrepreneur François Pinault to support their development in France and abroad, proved necessary for Augustin.
The entrepreneur, a butterfly hunter
The entrepreneur often has a characteristic: that of listening and sharing.
Thanks to the open doors of the banana plantation (which is the headquarters of the company) to invite consumers to come and taste the new recipes, to the many events, to the most bizarre encounters, Michel and Augustin gather opinions, ideas, proposals… Because meetings give birth to new ideas.
Plus an entrepreneur is above all one who has the ability to chase butterflies and catch them in his nets to make them successful. It is the ingenuity to detect, to identify the idea, to trap the butterfly which will allow his company to remain perennial. It is also the speed of execution that allows him to come back, that allows the whole project to become real. Do not be afraid of all mistakes and failures are only lessons.
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I am a digital marketing consultant, speaker and trainer specialized in social media strategies, search engine optimization (SEO and SEM) and personal branding at “A Community Manager” agency and digital marketing blogger. In addition, he has recently created the influencer marketing agency, The Troop.