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The adventures of Jam Boy. Fraser Doherty.

The adventures of Jam Boy. Fraser Doherty. How did start?. My Gran taught me to make jam I sell homemade jam door to door Local papers cover the story Leave school and make 1,000 pots a week. Original Packaging. “From our Family - to yours”. The big idea.

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The adventures of Jam Boy. Fraser Doherty.

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  1. The adventures of Jam Boy. Fraser Doherty.

  2. How did start? • My Gran taught me to make jam • I sell homemade jam door to door • Local papers cover the story • Leave school and make 1,000 pots a week

  3. Original Packaging “From our Family - to yours”

  4. The big idea. • Need to move into a factory • Come up with the idea of making ‘healthier’ jam • Grape juice as a sweetener • 100s of batches later, I have a product • I want to supply supermarkets • Channel 4 think this would make good TV…

  5. What’s so super about ? • Made entirely from fruit and fruit juice. • All natural • Made from ‘super fruits’, like blueberries • Cooked in small batches • Tastes damn good!

  6. I meet with Waitrose. • Waitrose like my idea • Have to find a factory, get labels designed and perfect the recipes • Potential of a national listing • I decide to give it a shot • Some mentors feel this is too risky…

  7. Giving birth to the brand. • Contact agencies for quotes (I have no money) • Most are too expensive • IAS Smarts offer to help me out • They come up with some ideas • We agree on ‘Super Man’ theme…

  8. Setting up production. • Visit many factories • Most don’t believe in the idea • One company finally does • 3 months later, they are ready to produce…

  9. Waitrose say ‘No’. • Doesn’t like the labels - off brand • The chosen factory is too expensive • He doesn’t like all of the flavors • We go back to the drawing board….

  10. Second attempt. • Find a new factory • More research into the target market • Clarify the value proposition • Create a new brand that focuses on Brand Values better….

  11. Waitrose say ‘yes’. • Launch in 185 stores in March 2007 • Extensive media coverage • ‘The Jam’s 2007 UK Tour’ • Launched in Tesco in October • Sold over 500,000 jars in first year

  12. Winning Awards. • Enterprising Young Brit Award (2004) • The Independent’s ‘Top 40 Children’ (2005) • Outstanding Young Person of The World Award (2007) • Biggart Baillie Innovation Award (2007) • Young Entrepreneur of The Year (2007) • Supernova’s Brightest Young Business (2007) • Global Student Entrepreneur of The Year (2007) • ‘Top 10’ in The Observer’s ‘Future 500’ (2007) • Shortlisted for ITV’s ‘Britain’s Best’ Awards (2008)

  13. Disaster Strikes. • Factory bought over and set to close • Have to move to a new site • Find a new factory • Now producing over 40,000 jars a month

  14. What’s next? • Supplying more shops • Launching across Europe • Wee jars for airlines • Setting up production in America • New flavours

  15. The Tea Parties

  16. What are the problems? • Elderly population is growing • Loneliness affects millions • Suicide is highest amongst women, 70+ years old • Many outlive their partners/friends and have no family nearby • Care homes are depressing, boring and inhumane.

  17. A cup of tea and a laugh. • Monthly ‘tea parties’, run by students • Local schools send along bands, drama groups • Posh food and drink from Waitrose • Activities; knitting, dancing, story-telling • The students can learn from the guests

  18. Why? • Not about getting rich • I want to create something I can be proud of • If I make money, I can do good • ‘A new way of doing business’

  19. The End. Website: www.superjam.co.uk My Blog: www.superjam.co.uk/blog With thanks to Nan.

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