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Domenick Celentano

New Product Launch Story - Woman Entrepreneur Launches Momma Lenas Pound Cake - Week 1

By November 28, 2012

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New product launch is exciting!

Momma Lenas Eggnog Poundcake founded by Woman Entrepreneur Deborah HurleyI love to cover New Product Launches.  It is particularly exciting when I am working with a client on new product launch... it is the step that is "getting out of the kitchen".

I started working with Momma Lenas founder Deborah Hurley several months ago. The power of networking brought us together... we met through Own It Ventures an organization founded by Melissa Gasnick Cloeter, that "provides a unique approach for women entrepreneurs to meet and market their companies, goods and services to Angel Investors, the Media, Retailers and Consumers."

I have been coaching Deborah on launching her business and the new product launch of her first product Eggnog Poundcake has been text book perfect! In fact it is going faster than predicted and I am glad she took my advice for planning for upside surprises so she would be ready for opportunities that present themselves.

Many people see successful entrepreneurs as... well... lucky!  Well... luck is the intersection of being Prepared and finding an Opportunity. So if you spend time on planning for success and opportunity presents itself... well then others may think you are lucky BUT in reality you planned for that "lucky" success.

I will be following Deborahs foodpreneur journey from Kitchen, to the Retail Shelf to the Consumers Plate to give those aspiring food entrepreneurs inspiration and knowledge on how to launch your food business and your products.

New Product Launch Week 1

Momma Lena's Eggnog Poundcake new product launch started on Monday November 19 at The Marlboro Bake Shoppe in Montclair, New Jersey and Plaza Pastry, Nutley, New Jersey. She has been a busy food entrepreneur so I finally caught up with Deborah and wanted a recap of the week.Momma Lenas eggnog poundcake first purchase

How many cakes did you sell in week 1?

We baked 50 cakes for Nov. 19th.  And w/News12 Shout Out!, Blogging, FB, and Tweeting efforts we sold 40 cakes by Nov.  21st the day before Thanksgiving! What price are you selling each for? $8.99

Do you have a few customer comments we can share with my readers?

One customer said "It was a perfect blend...moist, light, and a dash of powdered sugar was enough for the cake, especially for those who don't like icing."-Deborah Hayes, Roselle, who took a drive on a Sunday afternoon after church just to purchase the cake in Montclair.

In-store product support is critical so did you so any demos?

I made samples for each day. By end of day, samples were always gone!

You left me a message that someone wanted to order 400 cakes! Wow! How did this person hear about you?

John Catelli, Owner of Plaza Pastry and Marlboro Bakeries gave one cake to a loyal customer to taste. He loved it! And apparently, he owns a business and between staff and clients, he would like to give these out as holiday gifts. My good friend who is a partner at a law firm has placed an order for 20 cakes. I will be taking the sampling and selling of cakes on the road this week.

So where else will you be launching your product?

Wednesday, 28th, Not for Profit, Jersey Cares is hosting a Dessert Tasting, fundraiser at the Chart House, Weehaquan from 5:30 pm to 9:00 pm. I will be selling and providing samples for 150 people. Then on Friday, Nov. 30th - all day - I will be at the Own It Ventures Roadshow, providing samples, taking orders, and selling cakes. Final stop, this Saturday, from Noon - 4:00pm I will be providing samples, selling cakes and taking orders at The Banyan Tree Shop, 208 Bellevue Avenue, Upper Montclair, New Jersey (the owner told me that I should sell the cakes for at least $12.00! It's too yummy she said!...Gotta love that review!)

Any closing thoughts for other "foodpreneurs"?

I'm still in shock that I have a product that people, besides my family and friends love in two local bakeries! It has been truly an amazing experience!


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