Michel Et Augustin is an innovative French food brand created in 2005, with activities on several food markets: biscuits,crackers,yogurts and desserts. Different products are sold, such as little round and good biscuits, sweet and savory, fresh mixed fruit juices, drinkable yogurts called cows to drink in the jargon of the brand,little squares not very square coated biscuits,little cookies from France and cows in little and big jars.These products can be easily spotted thanks to a black and white cow, which is the symbol of the company.
The concept is nature: fresh foods, tasty, healthy, with a creative packaging, and the most important,which puts in a good mood! These products are distributed in supermarkets and hypermarkets, in convenience stores, delicatessen shops, snack outlets, high quality fast foods and even in video clubs!Augustin and Michel started to launch the venture in 2005, being only two, but today there are more than 30 people involved in the adventure. They make a turnover of 20 millions euros and are very famous in France for the way they adopt to communicate about their adventure and their products.
[...] Once graduated, Michel worked as a consultant for the London-‐based strategy-‐consulting firm L.E.K. Consulting in the food industry. As far as I am concerned, I first worked as an analyst in strategy at the Club-‐Med. I loved the job but I was not very gifted for it. Then I made my first move in entrepreneurship with the creation of a technologic start-‐up. It was a project quite weird as I never really understood the activity of the firm but I was a co-‐founder, and the company has been resold very well to an American guy, which enabled me to make some money. [...]
[...] Well, when I think about it now, with hindsight, I realize that Michel and I took high risks as we both had a comfortable situation, with a good job. But at that time, as far as I am concerned, I was not satisfied with my job, and I knew entrepreneurship was for me. So I did not perceived the venture as a risk. Moreover, my wife encouraged me, and we had money so I could take that risk. And I have to say that both of us are not often worried. [...]
[...] Farlow, B., Martin: BU 611 A Entrepreneurship, Laurier Course Package, Winter Term Lecture Slides: Slides from class 1 to Class Appendix Interview of Augustin Paluel-‐Marmont, co-‐founder of “Michel Et Augustin” Can you explain what is the company “Michel Et Augustin”? Michel Et Augustin is the innovative French food brand we created in 2005, with activities on several food markets: biscuits, crackers, yogurts and desserts. So we sell for example “little round and good biscuits”, sweet and savoury, fresh mixed fruit juices, drinkable yoghurts called “cows to drink” in the jargon of the brand, “little squares not very square” coated biscuits, “little cookies from France” and ”cows in little and big jars”. [...]
[...] And this is Michel who told me his will to make biscuits with me. So from here, we decided to work together, and today it goes perfectly well. Did you meet difficulties in finding partners/associates? Not really, because we started the venture with people we already knew thanks to our network. We knew who they were, and what they knew. Then, we needed to expand the team, we well communicated about the kind of people we wanted to recruit, and now we have the chance to work with great and skilful people 10) What was the initial investment you needed? [...]
[...] This common project made them realize how much they loved entrepreneurship and how much they produced effective results working together The key success factors So Augustin and Michel launched into an original adventure, with the will to create a new brand, very strong, embodied by two guys, close to consumers true, with smile, pleasure and love of life. After having read and analyzed the interview, we understand that innovation and creativity are they key success factors of the brand. It started with their funny goal to make the planet smile. [...]
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