Alexandra loves entertaining, whether hosting people in her home or regularly appearing on the Home Shopping Network (HSN). She was born to be a hostess. As a nod to her heritage, she would gift homemade pikliz (pronunciation: pick-lees), a traditional Haitian condiment made from pickled ingredients, including cabbage and peppers, to her friends and family yearly during the holiday season. But the more people she gave the condiment to, the more they wanted it regularly, not just once a year.
"Maybe I have something here," Alexandra thought.
She regularly traveled across Florida for her gig on HSN, and the pandemic allowed the Ft. Lauderdale-based entrepreneur to create her own business, with pikliz as the hero.
In the Kitchen with Alexandra was born and is on a mission to provide home cooks and hot sauce fans with the first-ever premium West Indian craft condiments.
A repeat Enthuse Foundation Pitch Competition applicant, Alexandra, was selected as a finalist in 2023. How are things going less than a year later? Check out our interview with her below.
Enthuse Foundation (EF): Describe your experience competing in the 2023 Enthuse Foundation Pitch Competition.
Alexandra Baker (AB): Everyone affiliated with the Enthuse Foundation is kind. The entire program, pitch, and party were flawless! Over and above my expectations! The support from Enthuse blows me away.
EF: Even though you didn't win, what did you learn from the Pitch Competition that has helped your journey?
AB: While I didn't win the competition, participating in the Enthuse Pitch Competition was an invaluable experience. Just one of those experiences you have to go through, not watch, but participate in, so it clicks! You get it! And I got it. Seeing the straightforward simplicity of SAYSO's deck resonated with me. The feedback I received from the judges and others in attendance was instrumental in refining my pitch and understanding the key areas where I could improve. Ultimately, I learned the importance of concise storytelling, highlighting the unique value proposition, articulating a clear go-to-market strategy, and effectively demonstrating market potential. Additionally, networking with other entrepreneurs and industry professionals was invaluable. These insights have helped me strengthen our business plan, refine our marketing strategy, and build stronger relationships within the CPG ecosystem.
EF: We are so glad to hear that. How has In the Kitchen with Alexandra grown since the 2023 Pitch Competition?
AB: In the Kitchen with Alexandra has experienced significant growth since the 2023 Pitch Competition. One of our most notable achievements has been our successful launch on HSN. In just nine minutes, we generated $15,000 in sales, received an overwhelming five-star rating, and witnessed a surge in repeat purchases. I also competed on Entrepreneur's Elevator Pitch, winning a $10K Amazon Business grant. We also dedicated time to analyzing customer data and identifying key trends. We've learned what resonates with our customers, what needs improvement, and how to better meet their evolving needs.
EF: We've noticed some fantastic press featuring In the Kitchen. What's your secret to getting publicity?
AB: Our success in securing press coverage for In the Kitchen with Alexandra is attributed to strategic outreach and a compelling story. First, I compiled a list of key publications and influential writers within the food and culinary industry. I then engaged in consistent outreach through various channels, including social media, email, and traditional mail. Sometimes, the right story aligns with a publication's editorial calendar, leading to unsolicited coverage. For example, our product, Alexandra's Pikliz Spicy Pepper Relish, landed in a piece with other fermented host gifts. It was featured in the July 2023 New York Times' T Magazine, demonstrating the power of a well-crafted pitch and a timely story.
EF: That's incredible and so smart. As we are amid pitch competition season, what advice would you give to founders who want to apply?
AB: You need to understand that, besides being a founder, I am a professional, award-winning TV presenter who has worked in LIVE television for the last decade. I don't get nervous. On the evening of the Enthuse Pitch Competition, out of nowhere, I was incredibly nervous minutes before the live pitch! I was shaking like a leaf. Deep down inside, I knew I had not practiced enough and needed to improve my deck. When you are not prepared, you get more nervous than usual. So, PRACTICE, PRACTICE, PRACTICE! Do your pitch to mentors and advisors, family, and friends. Get the timing down so you are not rushing; you are in the moment and not nervous!
EF: What's next for In the Kitchen?
AB: In the Kitchen with Alexandra is poised for even more exciting growth. We're thrilled to announce the launch of a new set of hot sauces. We are also expanding our offerings with milder versions of our existing products. They will be accessible to a broader audience and cater to a more comprehensive range of spice preferences. Flavor! Not so much heat! We're expanding our digital footprint by onboarding to TikTok Shop to expand our reach further. We're confident these initiatives will propel our business to new heights and solidify our position as a leading brand in the premium Caribbean cuisine market.
We are constantly learning. Alexandra Baker has been on television most of her career, but presenting at the Enthuse Foundation Pitch Competition was a different experience. Sometimes, you think you are prepared, the lights come on, and it's a different show. Every pitch competition or grant application is an opportunity to share your brand story. While winning is always the goal, valuable knowledge can be gained even when we don't achieve it. Those lessons make us better businesspeople and prepare us for the next prospect. Take advantage of the chance to share your product with hundreds and apply to the 6th Annual Enthuse Foundation Pitch Competition.
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