Sabrina Matai’a has worked in the foodservice industry her whole life, originally starting in Hotel Management. Her F&B experience extends from Event Management, Contract Catering, Education foodservice, Aged Care, Retail and Commercial dining, Tertiary education halls of residence and Restaurant Services.
When considering new products, Matai’a is always on the lookout for the ‘wow-factor’.
“Who is the target market and how is this going to ‘wow’ them? The product will need to have a point of difference and set itself apart from anything that exists in the market. This doesn’t have to be totally new – but definitely a noticeable improvement.”
Matai’a noted that while supporting local businesses plays an important role in new product development, there are many factors to consider, particularly since New Zealand has a very closed market.
“This generally drives price up, even in comparison to the import industry. I think it is important to have some elements of local suppliers within a New Zealand product, but this is not always practical and needs to be considered.”
Not doing enough market research is a mistake Matai’a has seen small brands make.
“Test the product, even on a smaller test group. Find research to back up your findings (either from overseas or locally). It is easy to convince yourself that your product is ground breaking, earth shattering because it’s your own idea. We need to get out of our ego and see things from other perspectives.”
Matai’a’s main advice is to be authentic.
“Consider the big picture. Convince the audience how this is going to affect the end user. Paint the picture to allow decision makers to believe there is a gap, and that your product will fill the gap. Future proof the idea… where is this going to go in 2 years – 5 years. Is this something that can keep evolving when competitors copy or improve your product?
“I wish all entrants the best of luck!”
