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You just have to tell me if I make any gross errors, ok? This is natural Bart.
Okay so my name is Bart Greenhut and I just got associated with, or I just now understand
the Reddit community and this is like a miracle in my life. And it’s not really because
of my doing; David (Who’s sitting in a place you can’t really see him) is responsible
for this. And hopefully we’re going to do some good and change the world and make a
lot of people a little bit happier- and not just with chocolate chip cookies. The reason
I say that is because, since I posted about my chocolate chip cookies, I’ve received
literally thousands of emails and I actually tried to respond to each one. If I haven’t
responded to you I’m very sorry but I will! This gives me an opportunity, and… I see
that everybody is interested in some of the learning’s that I’ve had and some of the
experiences that I’ve had and I’ve been asked a lot of questions, I’ve been asked
about love- which is the number one aspect of success in life. I’ve been asked about
money, I’ve been asked about risk, I’ve been asked about slotting and my little diatribe
on slotting which, as you, when you get your chocolate chip cookies if you look at the
bottom of the box you’ll see a little paragraph about slotting which is something that very
few people really know about.
So here you go, I may as well start with slotting. Most people don’t understand, they ask me
why we’re not in Ralph’s or why we’re not in major chains with our chocolate chip
cookies. Here’s why: Major chains, in virtually every store in America except Whole Foods
and a few others charge a fee to be on their shelf. A typical fee for a large grocery chain
isn’t like $100 or $500, it’s like $25,000 or $30,000. What the buyers do in different
sections- and this only applies to small, entrepreneurial companies and unique products,
they will take naive people, like I used to be, and tell you that you have to pay to be
on the shelf, which you’re more than happy to do. When you look at the numbers it seems
like, okay $25,000 and 700 stores shouldn’t be much of a stretch… But what the problem
is- they sell you the shelf space and then the cost of the shelf space, they give you
90 days, approximately 90 days and they make it impossible for you to make back the investment
you made into the shelf space and then they kick you out and sell the same shelf space
over again. So over multiple times, they sell the same shelf space to (mainly) entrepreneurial
companies.