Overcoming Early-Stage Challenges in Your Food Business: Insights from Bonnie Chung

Advice for New Food and Drink Founders from one of Mission Kitchen’s Experts In Residence

If you're in the early stages of building a food or drink brand, you’re probably dealing with a thousand decisions and plenty of questions. You’re not alone. We’re lucky to have Bonnie Chung, founder of the award-winning Miso Tasty, as an Expert In Residence at Mission Kitchen. Her Agony Aunt-style sessions offer valuable guidance to new and aspiring founders. Bonnie shares the most common challenges she sees again and again, and how early-stage founders can get unstuck and build with confidence.

1. Biggest challenge a founder has brought to your sessions?

The biggest challenge founders bring to me during my sessions is actually those who are at that very early stage of their concept when they are experimenting with a number of ideas at once, and they are unclear what their product will be.  In these situations, I encourage them to really think about why they want to start their own business and what drives them. There are many other ways to be creative or to enjoy their passions without starting a business.  Without a clear strong product and a conviction around why they want to start the business, it is hard to see how far the founder will go. It takes so much to start and grow a business, it takes more than hard work and some ideas to make a concept flourish into a business.

The reason why this is such a big challenge for a mentor is because the reason lies within the founder themselves and only they can identify their intentions.  Once they have a clear concept and motivation, then it is then very easy for me to support them, but first the founder must do their own work to be super clear on what they want to do and why.

2. What surprised you in these sessions?

In my sessions, I am surprised at how female dominated they are, and the gendered themes within them.  I am very aware that women tend to start businesses because they want to see a problem to be solved that they personally need and want, but they cannot find in the market. This is very true in my groups. I wonder also whether it is because women are more comfortable asking for help!  I would really encourage men to also come to my sessions and get any support that they need as well.

3. Common misconception you’ve had to clear up?

I have had to burst many bubbles around the commercial value of someone's special recipe. A lot of founders are very protective of their recipe and are quite afraid of it being copied; whether by competitors or their contract packer. I am often asked questions around patenting recipes or asking companies to sign NDAs etc, which is the right professional approach, but realistically at this early stage of the business, the focus should be on proving demand for your business concept and idea, and demonstrating a proof of concept, not paying lawyers to create a lot of paperwork.

I have had to be clear on several occasions that it is not the recipe that is the most important part of their business becoming a success; positioning of the product in the market and branding of the  business is far more important in terms of getting the business moving. The recipe is important but it is part of the bigger picture of their business USPs rather than as a pivotal piece in their venture.

4. The most rewarding part of these sessions?

I love my sessions so much - the clarity that I can quickly provide for someone is incredibly rewarding. I love that my (hard-won) experiences can benefit others and to see someone become unstuck, following my advice is a brilliant feeling. I ran my business without mentoring and I really regret that.  Startup Agony is therefore a project that has been cathartic to my journey  - I want to offer my time for free to help others who are starting on a journey that I have completed.  

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Got a food business headache of your own?

Bonnie's Expert In Residence sessions run regularly at Mission Kitchen and are open to Kitchen and Network members. Whether youneed a sounding board, a second opinion, or a push in the right direction, we've got you. Become a member today and keep an eye on the community calendar to find out about upcoming sessions.