How to explain the VALUE of your business and the Big Mamma Group example
By: Fernanda Sigilião
Tags: Brand Strategy, Branding, Business Strategy, Konmari, Pitching

While working as a consultant for entrepreneurs and companies in different development stages, one of the questions I get asked the most by my clients is “how do I get my customers to understand the real value of what I do?”. This sentence usually comes along with the following: “I do so many different things, that is so hard to explain!”. That’s why as a Marie Kondo disciple (for business, not for my house unfortunately) I really pay attention to the importance of organising the building blocks that structures the business concept as much as to developing it. A great idea has no power if you’re not able to get it across in a way people understand.

But first things first. What is a “business concept”? And what is “value”? I see a business concept as a short and clear statement that explains what the business does and what makes it unique. The value, in this context, would be the perceived quality that customers get when in contact with the business.

The Big Mamma Group is a great example because they explain their business concept in a seamlessly way. Victor lugger and Tigrane Seydoux met at HEC Business School and knew from the start they wanted to create something together. So, in 2014 they launched a business inspired by a shared passion they had for Italy and food: The Big Mamma Pizzeria. Not only it was a great success, as it also revolutionised the pizzeria scene in Paris, creating colossal queues every night with people craving they’re delicious food. The key to their success? A customer experience beautifully designed from beginning to end, an authentic concept supported by a young and friendly Italian staff and high quality products bought directly from certified producers in Italy. A lot to say in a statement, right? But that’s how the magic works. Tigrane and Victor are very consistent on how they explain what Big Mamma does and are pretty much aligned on how the business concept should be told in a simple way.

“If I am to define Big Mamma, I want to tell you about our mission. We tell ourselves that if we haven’t had created Big Mamma, the thousands of people that eat at our restaurants wouldn’t starve. Because of that, our work is to try and give our clients the best moment of their day. The best way to do that was to create a restaurant that when you open the door, you feel in Italy. Good food, at a reasonable price, served with a smile.” Victor Lugger

Victor Lugger & Tigrane Seydoux — Pink Mamma

Here are a couple of things to keep in mind if you also would like to explain your business concept in an effective way:

1. Use the building blocks

Think problem-solution. Who is your target and what is the problem or tension your business is solving? Be empathetic and put your customers at the center of the problem-solving equation, this is the foundation of design thinking. Your business purpose and mission are connected to this answer.

Mention your product/service. Might sound as the easiest one, but being straight to the point isn’t a piece of gateau. However, it helps people not only understand, but also remember what you actually do. Have priorities. It’s ok if you’re a restaurant with a delivery service, that doesn’t take reservations and an on-line platform that promotes new chefs in town. But what do you really want people to remember? What is your core product/service? The main one you want people to think of you as an expert at (this is how you build brand positioning).

Know your points of differentiation. What are the emotional and rational benefits of your business? Which emotions and feelings buying or experiencing your offer can spark in people’s minds? What is it that you do — and maybe only you do — that competitors don’t? Not sure? Ask your colleagues and past clients, feedback can be helpful.

Another example of the building blocks in action: “Hello, I am Marie Kondo. My mission is to spark joy in the world through tidying. I do that through the KonMari Method to organize by category rather than by location. We tide in five specific categories in a specific order: First is clothing, next is books, then paper, Komono and sentimental items. It’s easy, it’s a way of treasuring what you have and anyone can do it.”

2. Repeat Mode on

Write and practice and practice. After crafting you business concept pitch, train it with friends before having a go with potential customers, mentors and strategic partners. Make a list of people whose opinion you value and ask for their advice, see how they react to it.

3. Adapt your pitch

It’s good to adapt how you explain you business concept after sharing the story a few times and, of course, it’s also good to improvise and adjust the pitch according to who you’re talking to. Is this person familiar with the problem you’re trying to solve? Maybe you could bring a little more depth on this part. Do they look like they’re trying to understand complex quantum mechanics? Maybe an example could be helpful.

In the end, sharing your business concept is getting the world to understand your idea and its value. It puts you in the right direction because it unleashes your business potential. Once you have people assimilating what you do, they will be able to help you build, shape and develop the idea with you :)