Despite the fact that the chocolate business is seasonal, Seattle Chocolates has an annual income of $12-15 million. According to the company’s owner, Jean Thompson, “In the world of chocolate, women are the influencers, adopters and frequent buyers. It’s advantageous to be a woman running the company in an industry like this because you completely understand what women like and want. The chocolate industry is still quite dominated by men owned companies. Our products are all about quality and taste and we believe that women want that in chocolate.�
Seattle Chocolates is a chocolate confection manufacturing company; they make fine, all-natural, European style chocolate. We asked Jean Thompson 7 questions about Seattle Chocolates and Chick Chocolates.
1. What ways have you found to be most effective in marketing your product or service to get sales?
JEAN: Trial. Once people try our chocolates, they are hooked. We use a distribution and broker channel to get our products in the hands of consumers nationally. We have 5 direct sales managers who manage 80–100 broker reps who call on distributors and customers all over the country. Without them, we couldn’t reach all the right decision makers.
2.Has the media picked up on your story?
JEAN: We have had some success in the media – on the Food Network and local papers and radio stations. We haven’t made much of an effort to date to attract the press, but we have a great product line called Chick Chocolates that directly targets women with a fun, fresh, empowerment message and it has gotten us noticed. The “Survivor Chick� profits are donated 100% to female cancer research, so “she� is often noticed by the press, too. I think the media really pulls for women in business.
3. How long did it take before your business became profitable?
JEAN: At the time I joined, the company was showing declining sales (-8%) and within a year, we were able to grow the business 57%. I quickly recognized that we weren’t using our machines to anywhere near their capacity. Within 6 months, I won the Frango’s business for Bon-Macys and increased our production +40%. Other private label customers followed. At the same time, we expanded our own distribution nationally.
4. How do you manage juggling the responsibilities of being a mom/wife/entrepreneur?
JEAN: I follow my gut on maintaining balance in my life. If I feel like my kids are missing me or if I’m out of touch with the office, I shift some time in the appropriate direction. I never miss my kids’ events, if at all possible. They feel like I’m always available to them. I have that luxury as the owner of the company and I cherish that flexibility. The right staff allows this to happen, so I spend time making sure I have great people.
5. What would you tell someone who wants to be an entrepreneur but doesn’t know what they want to do, or where to begin to get their idea up and making money?
JEAN: I think it’s the wrong approach to decide you want to be an entrepreneur. Entrepreneurs happen because they have a great idea and a certain mindset. If you’ve got that, you are one. Getting the idea up and running is extremely difficult and risky, so find a partner or someone to help share the mental and financial burden. I think that makes it more fun, less lonely and a lot easier.
6. Why did you decide to start this particular business?
JEAN: I did not found the company, but was an early investor because we felt it had great potential and great products. When my youngest daughter went off to kindergarten, I joined Seattle Chocolates and I hoped to use my marketing experience from Microsoft, to grow what was then a marginally profitable business into a real moneymaker.
Seattle Chocolates was founded in 1992, and my family bought the majority share in 1998. I’ve been running it since 2002.
7. Have you noticed certain advantages to being an entrepreneur because you are a woman?
JEAN: Definitely. One of the less obvious ones is that women are not afraid to ask questions and admit to not knowing something. That opens us up to the great resources and minds around us. I’ve been running Seattle Chocolates for five years and don’t hesitate to admit that I still have a tremendous amount to learn. Women tend to be more nurturing and more in tune with other people’s feelings than men. People are the most crucial component in the success of a company and keeping them happy and motivated is my most important role as CEO. Women are better at this instinctively, in my opinion.
We would love to hear from you and about your company. Questions, comments, compliments… whatever is on your mind. We are here for you. Gotta run, I’m going to find a place where they sell Seattle Chocolates.
This entry was posted on Sunday, October 21st, 2007 at 7:21 pm and is filed under Work, Starting a Business, Growing a Business, Women in Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.8 Responses to “Chick Chocolates and the Sweet Taste of Success”
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October 21st, 2007 at 7:45 pm
[…] Check it out! While looking through the blogosphere we stumbled on an interesting post today.Here’s a quick excerpt marketing experience from Microsoft, to grow what was then a marginally profitable business […]
October 21st, 2007 at 11:33 pm
It’s always inspiring to read about women business owners who find ways to blend their passion, their business savvy, and their commitment to family into a fabulous, complete life. Thanks for sharing this story.
October 22nd, 2007 at 9:25 am
Chocolate is totally my passion, and I know this chocolate! How inspiring to read about Jean Thompson, a woman making a product that most women love. And to top it off - Seattle Chocolates makes some kick ass chocolate. I love the hazelnut and the dark chocolate bars! Thanks for the great read - and especially the great EAT.
October 23rd, 2007 at 4:30 am
[…] Check it out here: http://weekend.entrepreneur.com/2007/10/21/chick-chocolates-enjoys-the-sweet-taste-of-success/ […]
October 23rd, 2007 at 4:42 am
Thank you for such an informative post. I love her advice when Jean said, “I think it’s the wrong approach to decide you want to be an entrepreneur.” It definitely should start from an idea that inspires you or an interest that you are passionate about. And finding a partner who can share the financial burden is also great advice.
October 23rd, 2007 at 12:09 pm
[…] Weekend.Entrepreneur.com: Despite the fact that the chocolate business is seasonal, Seattle Chocolates has an annual income of $12-15 million. According to the company’s owner, Jean Thompson, “In the world of chocolate, women are the influencers, adopters and frequent buyers. It’s advantageous to be a woman running the company in an industry like this because you completely understand what women like and want. The chocolate industry is still quite dominated by men owned companies. Our products are all about quality and taste and we believe that women want that in chocolate.â€? […]
October 23rd, 2007 at 2:20 pm
What a great article. Jean had a lot of great advice, and I’m so glad that there are women out there that are continuing to plow through and make it through the tough times to become mega successful. For all of you female entrepreneurs trying to make it to the next step, but lacking the funding, you should check out this great contest that I found. It’s called “Make Your Dreams Come True with Mirassouâ€?. They will be awarding one aspiring business woman $50,000 plus a team of highly professional consultants to help kick start your business. Visit http://www.mirassou.com/women_in_business/dreams.asp for more info and to enter. I work with them so just wanted to give you the inside scoop! Keep plugging along ladies!
February 21st, 2008 at 4:07 pm
I gave Seattle Chocolates for Valentine Gifts in our Real Estate Office. They made “a huge hit”. When people told me how good they were…it started coming back, that I had heard or read about them, not sure where(?). I am not
“a chocolate luv-er” but I think what I might have heard/read and filed away is what I see you are saying…”they are not so sweet and FINE INGREDIENTS”!! So I guess I will be trying them for myself next….:-)
FYI Good Marketing going on!!~My Best~ M. SOPHER