November 14, 2005
Just desserts | A chat with Susan Eminger, founder of Eminger Berries in Auburn.
By Whit Richardson
Founded: March 2005
Employees: Three
Startup costs: $15,000
Projected revenues, year one: $190,092
Projected revenues, year two: $240,000
Contact: 888-642-3779
26 Vernon St., Auburn 04210
www.emingerberries.com
Tell me about Eminger Berries' products.
Eminger Berries provides luxury, dessert-stuffed, chocolate-covered strawberries. When you bite into one of our giant chocolate-covered strawberries there isn't only strawberry, it's also stuffed with your favorite dessert. [Customers] select the dessert off the website they want to fill it with. There are 11 different options, including cheesecake, crème brulée, cookie dough, tiramisu, truffle and caramel apple pie. Eminger Berries is the only company that can offer this product because it's patented.
How did you go about receiving a patent on chocolate-covered, dessert-stuffed strawberries?
It took several years and I did it entirely on my own. I actually bought some information on how to go to the U.S. Patent and Trade Office website, and from there began submitting my forms and my drawings. As I made mistakes in the application process they always returned it to me with a notice to file missing parts and let me know what I needed to change. So, I changed it and sent it back. They accepted the application first, but it still took three years.
What prepared you to launch your own gourmet dessert business?
I spent many years as a chef in restaurants and hotels such as the Dunraven Arms Hotel in Ireland, the Ritz Carleton Buckhead Hotel in Atlanta and Greens Point Events in Denver. I was lucky to start very young at working my way up the ladder to become an executive chef. By the time I was 20 I was on the Today show. I knew in the back of my mind working with upscale clients that they were always looking for something new.
Where did the idea for stuffed strawberries come from?
The idea came from my husband. We were discussing strawberries, chocolate and cheesecake and I was telling him about the different creations I was making. In the next moment he commented, "Wouldn't it be great if you could stuff the strawberry with cheesecake before you dip them in chocolate?" Then I thought, "I can try and do that."
How do you market your business?
The website [which the company launched in September] is my storefront. With this product I primarily expect to capture the luxury market and the top 10% of food buyers. So I have to make sure the website portrays the highest level of luxury. I've also done some target media where I have purchased addresses of people currently purchasing gourmet food products. And I've targeted New England because shipping costs vary so much throughout the country.
What is the competition in your field like?
Because my product is so unique, my competition is a little bit different. There are many, many websites ˆ hundreds, thousands ˆ that sell gourmet chocolate and desserts and other food gifts. So my competition is very expansive.
How do you make yourself stand out from all those competitors?
What I'm trying to do is get the Eminger name to become as familiar as Godiva. Another twist I'm putting on Eminger Berries is that most gourmet food companies portray more of a corporate image, where I want Eminger Berries to portray something that even the wealthiest person desires ˆ and that's magic. As I take the order from each client I ask them what their desired outcome is, whether it is to win the affection of their girlfriend, impress their guests at a wedding or close a sale by giving a corporate gift. I envision that [goal] as I'm creating their berries.
What are your plans for growth?
My long-term plans are to hopefully get some contracts with, for example, gift bags for people who host the Oscars. I would also like to see Eminger Berries on Oprah's favorite things list.
You spend all day making rich, gourmet, luxury desserts ˆ do you even eat them anymore?
No, there's something that comes over you when you know your product is for sale ˆ you don't want to eat the profits. But, in creating them and putting my specials together I have certainly tasted everything.
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.
Employees: Three
Startup costs: $15,000
Projected revenues, year one: $190,092
Projected revenues, year two: $240,000
Contact: 888-642-3779
26 Vernon St., Auburn 04210
www.emingerberries.com
Tell me about Eminger Berries' products.
Eminger Berries provides luxury, dessert-stuffed, chocolate-covered strawberries. When you bite into one of our giant chocolate-covered strawberries there isn't only strawberry, it's also stuffed with your favorite dessert. [Customers] select the dessert off the website they want to fill it with. There are 11 different options, including cheesecake, crème brulée, cookie dough, tiramisu, truffle and caramel apple pie. Eminger Berries is the only company that can offer this product because it's patented.
How did you go about receiving a patent on chocolate-covered, dessert-stuffed strawberries?
It took several years and I did it entirely on my own. I actually bought some information on how to go to the U.S. Patent and Trade Office website, and from there began submitting my forms and my drawings. As I made mistakes in the application process they always returned it to me with a notice to file missing parts and let me know what I needed to change. So, I changed it and sent it back. They accepted the application first, but it still took three years.
What prepared you to launch your own gourmet dessert business?
I spent many years as a chef in restaurants and hotels such as the Dunraven Arms Hotel in Ireland, the Ritz Carleton Buckhead Hotel in Atlanta and Greens Point Events in Denver. I was lucky to start very young at working my way up the ladder to become an executive chef. By the time I was 20 I was on the Today show. I knew in the back of my mind working with upscale clients that they were always looking for something new.
Where did the idea for stuffed strawberries come from?
The idea came from my husband. We were discussing strawberries, chocolate and cheesecake and I was telling him about the different creations I was making. In the next moment he commented, "Wouldn't it be great if you could stuff the strawberry with cheesecake before you dip them in chocolate?" Then I thought, "I can try and do that."
How do you market your business?
The website [which the company launched in September] is my storefront. With this product I primarily expect to capture the luxury market and the top 10% of food buyers. So I have to make sure the website portrays the highest level of luxury. I've also done some target media where I have purchased addresses of people currently purchasing gourmet food products. And I've targeted New England because shipping costs vary so much throughout the country.
What is the competition in your field like?
Because my product is so unique, my competition is a little bit different. There are many, many websites ˆ hundreds, thousands ˆ that sell gourmet chocolate and desserts and other food gifts. So my competition is very expansive.
How do you make yourself stand out from all those competitors?
What I'm trying to do is get the Eminger name to become as familiar as Godiva. Another twist I'm putting on Eminger Berries is that most gourmet food companies portray more of a corporate image, where I want Eminger Berries to portray something that even the wealthiest person desires ˆ and that's magic. As I take the order from each client I ask them what their desired outcome is, whether it is to win the affection of their girlfriend, impress their guests at a wedding or close a sale by giving a corporate gift. I envision that [goal] as I'm creating their berries.
What are your plans for growth?
My long-term plans are to hopefully get some contracts with, for example, gift bags for people who host the Oscars. I would also like to see Eminger Berries on Oprah's favorite things list.
You spend all day making rich, gourmet, luxury desserts ˆ do you even eat them anymore?
No, there's something that comes over you when you know your product is for sale ˆ you don't want to eat the profits. But, in creating them and putting my specials together I have certainly tasted everything.
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.
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