CurrySimple - My First Love

After a recent trip to a Whole Foods store I thought to myself... "What an adventure it has been!" The CurrySimple product development began in 2005 with an official online launch 1/02/2006. It has been by far the greatest learning experience of my life. A combination of launching my first "REAL" business that involved international trade, language barriers, 100 hour work weeks, and the absolute unknown.

In 2006 a "Ready to Serve" curry sauce was ahead of the curve. People would look at my Space Shuttle type packaging and say "What is this?" My family in DC had no idea what I was up to with this product. Although, it was the first business idea my sister liked (and she hated the previous 100 that I never launched) so that really did say something to me. She doesn't like anything! I put EVERYTHING I had into this. There was no turning back!

The first year launching the business was tough. The project was self-funded from my years of savings and help from Mr. Lim, my Thai business associate that passed away a few years back Thanksgiving day. (Lim I hope you can see how far the product has come from the heaven above). Three months after launch I was on the COVER of The Washington Post Food section. I was so sure I had something here. Then ABC News called for my first TV appearance. I landed a great article by John Kessler (Atlanta listens to this guy) of the AJC which really helped the product get recognition in Atlanta to kick-start it's success.

The following two years CurrySimple ROCKED! We landed shelf space in Whole Foods and other stores around the country. Life was good. I had a great conservative assistant, Tippy, that made sure my life didn't get out of control. I had worked so hard all my life for peanuts. It was amazing to feel a taste of success.

In 2009, the US Economy was on a serious landslide. This did NOT hurt the sales of CurrySimple. People would actually eat at home more and sales were great as they are today. The problem with the company was not the sales. It was more than that. Something totally out of my control. The steady decline of the US Dollar was really starting to squeeze margins. In 2006 the USD was worth 40 THB. In 2010 in was as low as 29 THB per USD. OUCH!!! (See chart below)

Then I started to feel the pain in 2010. A little late, but I restructured the company to become ultra efficient. A little late? Yes! The expenses for the business were SO HIGH and I didn't realize how much it would impact the bottom line when margins were squeezed. What an excellent experience despite the financial pain at the time. It has taught me the importance of running a "lean" business. I trimmed the product line and now focus on the core products. Things are great and I am looking for continued success in the future.

The experience I have had with CurrySimple has given me the confidence and knowledge to launch and be part of some other great projects as well as help other small business owners with theirs. Learn from your mistakes and experiences. Take what you have learned and apply it to your next venture. It does get easier. Don't worry about success or failure. You will never know if you can hit a home run if you don't go up to bat.

11 November 2011
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CurrySimple - My First Love

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