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From: Mark Rifkin (
Subject:         Re: Do ONE Thing and Do It Well
Date: February 23, 2006 at 10:32 am PST

In Reply to: Re: Do ONE Thing and Do It Well posted by Julie on February 23, 2006 at 6:19 am:

Hi Julie,

Thanks for your post. This is similar to the answer to Larry (one post down). In general, I think opening a storefront to sell cooking demonstrations and equipment would burden you with unnecessary overhead costs.

A lower-overhead option would be to start conducting your cooking classes at local community colleges (via the non-credit program), Boards of Adult Education and possibly even private schools (those that have adult educ. classes) and natural food stores. You may even be able to sell kitchen equipment this way.

Additionally, unless the veg'n community is particularly large, I'd avoid using the "V" word in marketing/advertising---using the word "meatless" or "dairyless" would be more marketable. Raw "cooking" classes would be more unique and targeted; using the "raw" word would thus be more acceptable.

After you've built up a following, then you could open a storefront.

As a dietitian, I wouldn't seek endorsements per se. I might seek referrals from MDs, whom I plan to target with a marketing campaign in awhile.

I think most MDs are reluctant to endorse any non-medical facilities/programs. This is made even more of a challenge by 3 things:
1) the lack of a related degree
2) the mixed conclusons from vegetarian-related research published in peer-reviewed journals
3) few, if any, studies on raw diets.

The only this might happen is if you're able to develop a relationship with a medical professional as a customer. Then they might be more interested.

Mark Rifkin, MS, RD, LDN

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