Lisa Gross missed out on some important experiences like cooking with a grandparent, who could tell stories about life in the old country while sharing a classic recipe from back home. It was this gap that helped her create an inspired business idea called League of Kitchens, where she is marketing authentic experiences.
Like most wonderful ideas, it’s a simple notion.
Lisa finds immigrants, who have come to New York from such remote places as Afghanistan or Azerbaijan, and hires them to teach cooking classes. The classes take place in the kitchens of the immigrants, and Lisa arranges 4-5 students. Like a food travel agency, she brings education and entertainment to the streets of New York.
The real power of this idea centers on storytelling and the human condition. I can only imagine the magnitude of how this experience connects with Lisa’s customers. Students share Instagram photos of their class and the meals they learn how to cook.
The League of Kitchens is a great example of how a business markets itself through the sharing by its customers.
The cost for classes is between $149 for full day immersion classes and $95 for a two hour event. And she doesn’t hire anybody. She carefully screens her instructors to make sure that they have the personality and skills required to bring great value to her guests.
Lisa handles the online customer service, marketing and business side of the venture. And, like Uber, those who have kitchens and skills, provide the labor force. It is a classic blend of matching needs and finding a new way to deliver value.
Starting a Business by Solving a Problem
Consumers, who consider themselves foodies, are always looking for new kitchen experiences. The Food Network and Cooking Channels have inspired millions of consumer in search of new cuisine experiences. Intersect that trend with those who want to create with their own hands, and you can see how The League of Kitchens can bring a new experience to consumers hungry to learn and be entertained.
Marketing With Authenticity: Lessons from the Kitchen
What can you learn from Lisa and her kitchen friends?
- A business can be born from a longing you have that may meet a market need
- Don’t try and conquer the world. Start small. Take a chance. Take an idea out for a walk to see how it resonates with others.
- Entertainment and education are yin and yang that go hand in hand. Finding the right balance helps.
- Authentic experiences that are hard to mass produce create special opportunities
- Finding an untapped workforce can give you a chance to bring new experiences to an audience
- The teachers and their unique stories give you a chance to have a business modeled on real people teaching real skills. Its authenticity is a powerful marketing draw.
- This business celebrates the immigrant cook and the time-honored value of cooking from scratch.
This business model could work in other categories where expertise exists and you have consumers hungry to be educated and entertained. Could you find craftsmen and woman, who could teach classes in their homes, while you organize the business? Are there artists who could teach classes in their homes or studios? Imagine tapping into other people’s expertise and the lessons they could share, from their home and their life experiences.
What authentic experience is cooking in your kitchen?
Need help finding an authentic approach to marketing? I know the recipe. Give me a call.
Photo courtesy of League of Kitchens
