{"id":33189,"date":"2019-04-10T10:48:35","date_gmt":"2019-04-10T14:48:35","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=33189"},"modified":"2020-03-30T17:34:52","modified_gmt":"2020-03-30T21:34:52","slug":"why-pivot-ability-matters-when-youre-starting-a-food-business","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/why-pivot-ability-matters-when-youre-starting-a-food-business","title":{"rendered":"Why pivot-ability matters when you’re starting a food business"},"content":{"rendered":"\n

About eight years ago, Wen-Jay Ying was playing in bands in New York City\u2019s underground music scene. It was a backstage conversation at a Flaming Lips show with lead singer Wayne Coyne that altered her life\u2019s direction; Coyne counseled that sometimes the biggest impact one can have is by supporting the local community. <\/span><\/p>\n\n\n\n

That advice resonated. After reading an article about how the decline of supermarkets in New York City has forced many people to rely on bodega foods, Ying pivoted to work with food nonprofits, community-supported agriculture (CSA), and farm stands before launching her own business, <\/span>Local Roots NYC<\/span><\/a>, an alternative CSA model catering to lower-income New Yorkers.    <\/span><\/p>\n\n\n\n

Elana Karp\u2019s heartstrings similarly led her into a food career. As an elementary school teacher, Karp became interested in the impact food had on her students\u2019 energy and mood. She started teaching them about healthy eating and where their food comes from. That passion spurred her on to culinary school, and her current role as culinary co-founder and head chef at meal-kit service <\/span>Plated<\/span><\/a>, where she now teaches people how to cook and lead healthier lives. <\/span><\/p>\n\n\n\n

Even <\/span>Top Chef<\/span><\/i>\u2019s Gail Simmons, who joined Ying and Karp at <\/span>WeWork Now<\/a> in New York for a recent panel discussion on food entrepreneurship, found her path by taste, parlaying her love of food into a career. Writing about food brought her to culinary school to study on a deeper level. After many years at <\/span>Food & Wine<\/em><\/span><\/i>, she struck out on her own; a freeform life as a cookbook author, television personality, and full-fledged personal brand followed. <\/span><\/p>\n\n\n\n

If the paths of these women food entrepreneurs don\u2019t sound one-size-fits-all, that\u2019s because they aren\u2019t. So how can aspiring entrepreneurs interested in emulating their success find <\/span>their<\/em><\/span><\/i> way?<\/span><\/p>\n\n\n\n

\"\"
(From left) Wen-Jay Ying, Elana Karp, Gail Simmons, and moderator Daniela Galarza discussing launching a career in food. Photographs by Liz Devine<\/figcaption><\/figure><\/div>\n\n\n\n

Plan ahead, but not too<\/em><\/i> far ahead. <\/b>Simmons advises versatility and making smaller, more attainable goals. When she made the jump from full-time employee at <\/span>Food & Wine<\/em> <\/span><\/i>to working for herself, she had no designs to become a TV personality. But when the <\/span>Top Chef<\/em><\/span><\/i> <\/em>opportunity came along, she embraced it. If you look too far ahead, she said, something else will inevitably come along and redirect your well-made plans anyway. <\/span><\/p>\n\n\n\n

Karp emphasized the importance of predicting problems\u2014something you can\u2019t do too far in advance\u2014for near-future needs. When it comes to scaling, she says it\u2019s essential to anticipate needs and fill them before they\u2019re urgent. As an entrepreneur, she\u2019s had to learn foresight. \u201cIf I want to get from A to B, I need someone to take this off my plate so I can focus on getting there,\u201d she says. <\/span><\/p>\n\n\n\n

You don\u2019t have to be just one thing, and you probably shouldn\u2019t. <\/b>While Simmons is best known for <\/span>Top Chef<\/em><\/span><\/i>, filming each season only takes up about six weeks of the year; she keeps many other plates spinning so that if one falls, she doesn\u2019t find herself without work. <\/span><\/p>\n\n\n\n

\u201cYou can plan all you want,\u201d she says, \u201cbut we won’t know what the next piece of new technology or the next platform or the next thing is. If you are an entrepreneur and have a little bit of pivot-ability, that makes you nimble and able to pivot wherever the world takes you. And that’s what I love about what I do, because I don’t have to just be one thing.\u201d<\/span><\/p>\n\n\n\n

\"\"
(From left) Karp, Simmons, Ying, and Galarza posing together after their panel conversation.<\/figcaption><\/figure><\/div>\n\n\n\n

Ying is also a wearer of many hats. Her daily tasks often include managing Local Roots\u2019 social media, running operations, and taste-testing, as well as tackling emails and support requests. \u201cWe are a really small team,\u201d she says, \u201cso we all eventually do everything.\u201d <\/span><\/p>\n\n\n\n

Ying attributes her pivot-ability to her beginnings in the underground-music scene, but it\u2019s a skill every successful entrepreneur should have. When you\u2019re just starting out, you might not have the funding to hire an office manager, social-media manager, and bookkeeper, as well as a CEO; you may have to be all those things. <\/span><\/p>\n\n\n\n

Learn how to metabolize harsh feedback. <\/b>It\u2019s challenging not to take negative feedback personally, but it\u2019s something Karp often experiences at Plated. She finds it easy to focus on one negative comment about a recipe, despite ratings showing that thousands of other people tried and liked the same dish. <\/span><\/p>\n\n\n\n

\u201cIn terms of recipe feedback that I get all the time, I hear one person say, \u2018This was the most disgusting thing I’ve ever eaten,\u2019 but when I look at the ratings and I see the thousands of other people that tried it and liked it, it proves that even though that’s the one comment I remember, it’s not actually the truth,\u201d she says. <\/span><\/p>\n\n\n\n

Her advice: \u201cAnchor yourself in data.\u201d Feelings can be blinding, but when it comes to business, you typically have hard numbers and facts to rely on, like Karp does whenever she\u2019s confronted with a recipe-hater. One squash-casserole detractor does not cancel out thousands of five-star reviewers.<\/span><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

For food entrepreneurs like Gail Simmons, having a DIY-mindset is key, in and out of the kitchen<\/p>\n","protected":false},"author":1772,"featured_media":35116,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43906,43901],"tags":[39218,39221],"class_list":["post-33189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-insights","category-research-insights","tag-small-businesses","tag-entrepreneurs"],"acf":[],"yoast_head":"\nWhy pivot-ability matters when you're starting a food business<\/title>\n<meta name=\"description\" content=\"For food entrepreneurs like Gail Simmons, having a DIY-mindset is key, in and out of the kitchen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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