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Agenda
•   Aruna Founders
•   Aruna Story
•   Critical Path to date
•   Plans for the future
•   PR and Marketing
•   Funding & Finance
•   Challenges
•   Coping Strategy
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
Sarajit
Chanda, Chef/Proprietor
   of Fuchsia House
       Restaurant
uses his mother Aruna’s
    recipes to create
authentic, nutritious, del
      icious curries
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
Aruna Sauces provide
 home cooks with the
      opportunity
       to create
 restaurant-quality
  food in their own
   kitchens, without
   compromising on
   quality or heritage
Available in
Curry, Korma, Roganj
 osh, Tikka Masala
                       Gluten Free
    and Madras,        Additive Free
  Aruna Sauces are     MSG Free
     clean label
Aruna is multi Award-winning




and is produced in a BRC Grade A facility
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.
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
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
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
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
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
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
Projected Sales
• 2013 €350-400k

• 2014 €1m

• 2015 €3m
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
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
Challenges
•   Time management
•   Cashflow management
•   Recruitment
•   Childcare
•   Creating a “no-brainer”
•   Social Protection Policy
Coping
Mechanisms
Enjoy the Flight!
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

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Aruna Sauces - Food Development Workshop

  • 1.
  • 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
  • 21.
  • 22.
  • 23.
  • 24.
  • 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