Welcome to our next method profile! Our previous entry focused on using unwavering integration in social enterprise. In operating any venture, everything flows from your approach, and identifying a proper method helps you effectively fulfill your team’s initiative.
Together, we’ll be profiling interesting social enterprises to discuss an anchor method in their strive for social good. The term “anchor method” is to express the intentional and grounded nature of the approaches propelling a social enterprise forward.
This post is an outside observation of a company for inspiration in social enterprise initiative improvements.
In today’s post, we’ll look into nutritiously-sweet-alternative-to-refined-sugar Just Date Syrup leveraging side dish remedy. This food company, inspired from an Indian upbringing, creates sweeteners while providing health programs and education.
Knowing the Company
Slyvie Charles (Dr. Slyvie Charles) grew increasingly passionate about the negative impact on public health. During her medical career, she couldn’t ignore the number of patients with preventable chronic diseases. Her passion led her to seek a healthier sugar alternative. Sweetly, Sylvie came to think of the medjool dates used in the cuisine of her Indian upbringing. Harvesting the flavor of medjool dates would be a major move for Sylvie; once joined by her health conscious, tech savvy co-owner, Liselle Pires, Just Date Syrup would flourish.
You can get an idea for why dates are such an attractive alternative with this statement on the official site’s homepage:
“Just Date Syrup delivers all of the nutritional power of whole medjool dates: low glycemic index, rich in antioxidants, & high in vitamins and minerals like potassium and magnesium. It’s a sweet you can feel great about. We sure do.”
Slyvie and Liselle did not stop simply at dates. The company created a pomegranate syrup, and also sells boxes of fresh California dates. Adding on to the inventory, Just Date Syrup sells a cocktail recipe ebook and dates recipe cookbook. Note the expansion of the product catalog. It is not the typical “add five more versions of this first product”. This is where the side dish remedy begins.
Creating a Full Plate
We obviously need to explain what “side dish remedy” means before continuing on, or the anchor method might not sink in.
Generally, while eating, there is a main dish and side dishes. The main dish is the main attraction, but the side dishes compliment and elevate the meal. In a business scenario, we’re talking main purpose enhanced by additional service. For Just Date Syrup, the main dish is the combination of the syrup and the initiative towards better health. Then, the side dish in the scenario is the combination of the cookbooks and blog entries.
One department social enterprises may find their operations lacking is marketing. Not just marketing, but specifically generating content and presenting other opportunities for consumers to indulge in the initiative. Content gives the initiative and consumers the setting to discuss, explain, and inspire.
The best way to achieve this is to supply the content you wish to see. Just Date Syrup is an excellent social enterprise example for creating the setting with consumers in mind. Look at their blog where recipes are consistently posted. Recipes are actionable and can be immediately useful for their ideal consumer. A blog filled with strictly informative posts about “Why Dates are a healthier sugar” is prone to being less actionable and less memorable. To add on, posting recipes may also be a more popular content category searched by their ideal consumer.
Going above and far beyond, Just Date Syrup has recipes, informative posts, and even research on the official blog.
Variety Opens More Doors
In a way, by providing additional service Just Date Syrup is eliminating purchasing friction.
The dialogue would look like: “Hey, We heard you want a healthier alternative to traditional sugar, but don’t want to buy it since you don’t know what you would possibly make with it. Well, we fixed that issue. Here’s a cookbook. Have fun, and show us how it turns out!” Bam.
A number of positives could come from relieving friction exactly in the way of the previous example:
- Possible Testimonial
- A sale (leading to increased revenue)
- Customer Touchpoint (for the buyer and every time buyer suggests the cookbook to another person)
The variety Just Date Syrup gives their consumers resides a step down from the main ventures. Instead of numerous main topics (ex. sugar alternative, sustainable packaging, and energy efficiency), the company gives numerous subtopics (ex. the content is in reference to combating negative sugar impacts, specifically through dates as the refined sugar alternative).
Along with the recipes, informative posts, and research, the company curated side dishes for their social impact. Just Date Syrup:
- Sponsors inner-city youth on a health education & wellness retreat
- Works with medical researchers on the short and long-term impacts of refined sugar and sugar alternatives
- Partners with Bay Area Cooking programs to develop refined sugar education for youth
All of this is listed on the site, but the variety and depth might positively surprise consumers.
An anchor based on side dish remedy can help build marketing and reduce sales friction. You could survey your consumers on what they wish was included if they could create the ultimate package for your product, simply ask what is their concern with purchasing, or brainstorm on your own what “side dishes” could compliment your product.
Just Date Syrup’s delectable side dish remedy completes this profile.
People Helping People Podcast is seeking methods clearly supporting an effective impact. Observations and discussions on happenings in the social enterprise community is a significant part of our contribution to social good. Continue to check-in for more conversation-starting content.