300 francs, un four, et une vision : l’histoire de COOMS Cookies avec Annick

Summary of "300 francs, un four, et une vision : l’histoire de Cooms Cookies avec Annick"

This episode features Annick, founder of Cooms Cookies, sharing her entrepreneurial journey from launching her cookie brand with just 300 francs during the COVID-19 pandemic to building a multi-channel business recognized in Geneva and beyond.

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Main Financial Strategies, Market Analyses, and Business Trends:

• Bootstrap Start & Lean Launch: Annick started Cooms Cookies with only 300 francs, baking cookies in her kitchen and selling them through a new delivery platform (Up Delivery) during the pandemic lockdown.
• Product Development & Testing: She invested significant time researching and testing cookie recipes, focusing on creating a unique, game-changing taste inspired by experiences abroad (London brunches).
• Use of Delivery Platforms & Social Media: Early adoption of delivery platforms (Up Delivery, Uber Eats) helped reach customers during COVID closures. Instagram and TikTok were crucial for brand building, community engagement, and marketing.
• Freezing Raw Cookies for On-Demand Baking: To manage freshness and demand, Annick developed a system of freezing raw cookie dough, allowing baking only upon order, scaling from a small freezer at home to large industrial cold rooms.
• Event Sales & Pop-Ups: Participation in local events like the Geneva Christmas market and street food festivals helped build brand visibility and sales volume.
• Transition to Physical Points of Sale (Kiosks): Moving from home production to kiosks in high-traffic locations such as Place du Molard and Geneva train station. These kiosks focus on takeaway, aligning with the Swiss and Geneva culture of quick coffee and snack consumption.
• Raising Capital via Personal Network: To scale production for events like the Christmas market, Annick borrowed money from friends to finance inventory and laboratory rental.
• Diversification of Revenue Streams: Currently, Cooms Cookies operates with four income sources:
  • Events (street food festivals, Christmas markets)
  • Physical kiosks/shops
  • B2B sales supplying frozen cookies to restaurants and cafes
  • Online sales through delivery platforms
• Strategic Partnerships & Franchising: Collaborations with local businesses (e.g., ice cream makers in Neuchâtel) for pop-ups and corner shops, expanding geographic reach and brand presence. Preparing for franchise development.
• Branding and Legal Protection: Rebranding from "Kake Cookies" to "Cooms Cookies" to secure trademark approval, signaling a shift to a more serious business approach.
• Social Media Strategy: Heavy investment in content creation and community management. Annick leads overall strategy while a young team executes content production. Managing the emotional ups and downs of social media engagement is part of the process.
• Product Line Expansion: Launch of a second brand, Buns and Rolls Bakery, focused on Viennese pastries (cinnamon rolls) with a different business model emphasizing sit-down café experiences rather than takeaway.
• Work-Life Balance & Efficiency: Annick manages her time carefully, starting early, prioritizing important tasks, and maintaining family life while running multiple ventures.

Methodology / Step-by-Step Guide to Launching Cooms Cookies:

• Step 1: Identify a Market Opportunity Recognize a gap or cultural shift (takeaway cookies with coffee) and personal inspiration (cookies tasted abroad).
• Step 2: Product Development Research extensively, test recipes, refine taste to create a unique product.
• Step 3: Start Small & Use Available Platforms Bake at home, use delivery platforms to reach customers during pandemic closures.
• Step 4: Build a Brand Identity & Online Presence Create Instagram, website, and marketing materials to establish brand credibility.
• Step 5: Manage Production Logistics Use freezing techniques to preserve dough and bake on demand, scaling freezer capacity as demand grows.
• Step 6: Participate in Local Events Use street food festivals and markets to build brand awareness and sales volume.
• Step 7: Secure Funding Borrow from personal network to finance initial scaling (laboratory rental, inventory).
• Step 8: Move to Physical Retail Open kiosks in high-traffic locations for takeaway sales, maintaining brand visibility.
• Step 9: Diversify Revenue Streams Expand into B2B sales, online sales, and multiple physical locations.
• Step 10: Develop Partnerships & Franchise Model Collaborate with complementary brands and prepare for franchise expansion.
• Step 11: Maintain Active Social Media Engagement Continuously produce content, engage community, and adapt strategy based on feedback.

Business Trends Highlighted:

Growing culture of takeaway and on-the-go food consumption in