Posted by Nicholas Stabler | 3 December 2008

Jan van Poortvliet

Chocogram

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Tags: marketing

Jan van Poortvliet is the founder and proprietor of Chocogram™, a concept that is simple - chocolate letters that form a message you can send to anyone. The birth of Chocogram™ originated in the Netherlands. After a successful beginning the idea was exported all over Europe, United States, Canada and now Australia.

Before relocating to Australia, Jan had also launched a successful advertising agency in the South of Holland. He is skilled in identifying and developing niche concepts, and has a sharp eye for marketing them. In the past, Jan has also been involved in sales, client liaison, and business development.

What makes Chocogram such a successful twist on traditional gift giving, even at an international level?

The concept of Chocogram is built around the personal message. Every chocogram is unique and the receiver is thrilled to be given a message that is just for them… it also helps that they can eat it when they have read it! As we say, it is the gift that won’t last! As consumers are running out of ideas in choosing gifts for loved ones, a Chocogram can always stand out and be different every time. Giving customers the chance to add their own personal touch is, I think, how the concept has been so successful.

Do you expect Australia to receive Chocogram with as much enthusiasm as the USA and Europe?

Yes, absolutely. Australians are fun, happy and giving and they like to please others. From our experience so far we see a lot of love being spread. But also happy birthdays and wishes being sent Australia wide. This is from a consumer point of view.

The business world is also reacting very positive to this new way of communicating. They can make a statement to their clients, use it to get past the gate keeper to secure a meeting or in continuing their customer relations, saying thank you for your business or support, introducing new products or services or, last but not least, acknowledging their staff.

How important is it to recognise gaps in niche markets? Is instinct and observation as important as experience and training?

It’s always better to be the first-mover in a market, then to try and catch up. You are the original brand and the one customers associate with a product. It’s being the first one to recognise a niche in the market that gives you this advantage. Though difficult it helps to always be observant. It might be that overhearing a conversation about an issue someone has or watching someone struggling with equipment gives you an idea that can become very successful. Being switched on while going about every day tasks is the key. Recognising that this is a product that can be feasibly developed is initially instinct. Some people can see there is an answer and some only see the problem.

Even when you have found a gap in a market, the hard part is still to come. You have to then develop the idea into a profitable product. When you are new in a country finding the right support and people that believe in your product is quite difficult, and takes a lot of energy. I think that perseverance and believing in your concept and your own strength is, like instinct and observation, critical to success.

Has your advertising, marketing and business experience in Holland carried through to your work in Australia?

Definitely. My experience with setting up strategies and developing ideas has been critical to the success of Chocogram in Australia. Having an experienced marketing career has helped me to create an effective business plan and develop a communication strategy. Strangely enough internet in Australia compared to Europe is relatively underdeveloped. It seems that businesses here underestimate the power of the web in relation to customer relation management and one to one marketing. It’s been interesting showing Australian businesses our product and helping them to catch a glimpse of this power.

What is the most important lesson you have learnt from your years of experience?

There are two lessons that I think are important. Firstly, after building my marketing and advertising company, an event decoration company, and now this brand new beginning in Australia I discovered that time is your friend as well as your enemy. Time moves slowly in the development stage as you always look to the future and see the potential of your business and so want to push ahead faster than is possible. On the other hand, time can also be your friend in growth stages as it allows you room to improve your business. It’s important not to move too fast and get carried away, always get as much done as you can, but don’t leave anything out in the development stage in trying to get ahead, or think you have plenty of time to plan later in the growth stage.

The second lesson is in customer services. This has always been my number one priority, so I try to keep customers in mind whenever I make decisions in the business.  Customer service can build or break your business. A well run business leaves room for their clients, they stay in contact and recognise their wishes. Customers appreciate this and not only do they return to your business, but they also refer you to others. This is the key to keeping a business alive.

Chocogram™ sell a chocolate message you can personalise and send to anyone.

See: www.chocogram.com.au for more.