Restaurant to Retail: Creating an E-Commerce Platform for Culinary Creators
Disha Gulati
April 16, 2024
Disha’s primary goal is for Here Here Market to be the largest marketplace for foodies and culinary creators across the United States, and perhaps even the world!
Background
Disha Gulati launched Here Here Market in 2019 as a dining platform. But with the onset of COVID-19, they pivoted to support food artisans and restaurants online. She transformed her business into a marketplace for culinary creators to sell packaged products, aiming to address the challenges faced by small brands in marketing and distribution. “Here Here” Market serves as a convenient channel for consumers to discover and support small businesses while also championing emerging brands.
Childhood
Disha grew up in Dubai, from an Indian expat family whose father was a five-time published cookbook author (the self proclaimed 'Super Indian Cook')." Disha was never “into cooking”, but mostly “into eating” and never thought she would end up in the world of culinary arts. Disha holds the conviction that food possesses a magical quality, fostering connections among people and facilitating the exploration and appreciation of diverse cultural backgrounds.
Journey
Disha Graduated from Chicago Booth for Business School, worked as a consultant and was Head of Analytics for Modelez International (one of the largest snacking companies in the world), before working at 1871, a tech incubator space and then launching her dining platform in 2019 and then Here Here Marketplace in 2021.
How do you pick culinary creators
Love the story first and learn about the brand then taste the product. The story really is important.
All products that are sold on Here Here platform are made in a commercial kitchen or restaurant kitchen
Only deal in consumer products that have a shelf life of 90 days or more
“Chefpreneurs” are what we call innovators in the kitchen
Lots of data and analytics around what snacks people eat and if people like this various product
Being an entrepreneur
Believe in the problem you are trying to solve and everything else will fall into place.
Comfort and growth are not in the same sentence. You have to be uncomfortable in order to grow.
Failure is a necessary part of learning and growing.
Being an entrepreneur is tough.
Diversify revenue streams as much as possible
Should I be a solopreneur?
Entrepreneurship is romanticized.
Ask yourself to define your affirmation for starting a business. Do you need validation from Linked In and other platforms?
Importance of Networking
Starting a new business can be daunting sourcing developers, investors, and lacking a network
Start small, but make a goal of meeting 3 people from a conference.
Stated the importance of surrounding herself with a supportive community.
Your village or network offers invaluable feedback, facilitated opportunities, shared resources, and provided essential guidance to keep you on track.
Understanding the significance of cultivating such a network, Disha encourages others to start building theirs early on, emphasizing that it's a step one can take without financial investment, yet with significant potential for future success.
Every week Disha meets with new people and discusses new ideas. Open yourself to connections and you will expand your business.
Why Chicago was a great locale to launch Here Here Market
Very lucky to live in such a foodie town with diverse artisans
Microcosm of talent in area, ecosystem that is really thriving and multiplying
60% of sales are national, Chicago has nationwide following
Lots of Consumer Packaged Goods (CPGs) are based in Chicago
Venture capital, investment communities exist in Chicago and they are foodies!
Motherhood and being an entrepreneur?
Having a child four years ago was one of the best things for three reasons.
Prioritize your time at work and never waste energy
Prioritize goals and forcing what is important for that day and then leaving everything else for the next day.
Compartmentalize - when you leave the office to go be with your child, they force you not to think about anything else but them.
Hardest Parts
Challenges evolve over time. Once you figure out one problem then another pops up and then you have to tackle that problem.
Fundraising is one of the most challenging, more founders need to share more about the raises, fundraising and the metrics
Here Here fundraising was not easy or linear in any way
Nothing about this business was serendipitous. We researched everything.
Lucky enough to find a strategic investor in the first- round Gordon Food Services.
Gordon Food Services has an accelerator program for start up called the Food Foundry (https://www.thefoodfoundry.com)
The second round of funding was even more challenging. More investors come out of the coasts than the midwest
We are excited, because we are starting to see interests from big businesses to use the platform to learn more about emerging brands.
New Product Recommendations available on Here Here Market:
Vietnamese sauce company from New York - S Kitchen, try them all!
Spicy Betty BBQ sauce - Chef Dominiqe Leach
Superkhana Chili Oil
