Rosalind Beere of Chi Fit
5th June 2019
Launching a business can be dauting and exciting in equal measures. For June’s Women Who Launch we speak to Dr. Rosalind Beere of Chi Fit.
THE ELEVATOR PITCH
Chi Fit sells functional teas and coffees that taste delicious and have amazing health benefits.
Our company tag line is: Chi Fit – Be Your Best Self
THE OPERATION
I established Chi Fit in February 2018. Through extensive research and sampling of over 60 different teas, I found an organic producer in Yunnan, South West China that is family owned and sustainably sourced. With a focus on wellbeing and the environment, all Chi Fit tea bags are chemical free, biodegradable, and vegan-friendly. In addition to this, all packaging is eco-friendly and fully recyclable. Chi Fit currently has seven tea, coffee and latte blends on the market and I will continue to expand the product range this year.
THE FINANCIALS
The company has seen a dramatic increase between its first and second year in business, experiencing 400% growth from 2018 to 2019. I have boot-strapped the business from the beginning and took a stock loan when I needed it – I’m now looking at investment options.
TARGET MARKET
Men and Women aged 25-55 looking to improve or maintain their health and fitness but not compromise on taste or quality.
BRANDS YOU LOVE
Deliciously Ella, the Happy Pear, VITHIT, Fulfil bars, Virgin.
BIGGEST ‘WIN’ TO DATE
Selling out of my first stock order within a month of launching in February 2018, securing and getting our products into Boots Pharmacy group in April 2019. Uniphar are taking us on as well as many other large chains.
BIGGEST ‘SLAP IN THE FACE’
When I was about to launch and realised the labels needed to be redesigned. I felt like I had to start over and redesign our logo and labels to allow me to expand our range but ultimately I think it’s been a good thing.
ARE YOU SOCIAL WHEN IT COMES TO MEDIA?
Social media is hugely important. Pre-launch I posted 100 packs of my tea to influencers and friends asking them to try it and see what they thought – the response was amazing. Our brand ambassador @gailsrails posted in February 2018 about my Original blend product and in 12 hours I had sold 200 packs and knew I was onto something! We engage with social media as we sell online www.chifittea.com as well as into our stockists but we support all our endeavors through social media.
I run my business from my iPhone and my laptop without them there wouldn’t be a business. My website is run using shopify. I use LinkedIn for business contacts; Instagram and Facebook to reach customers and support our customer service. I do insta stories daily myself and we post regularly.
BUSINESS MODEL YOU WOULD LIKE TO EMULATE?
I love Deliciously Ella and how authentic she is and how far she’s come. I met her at Wellfest in Dublin and she was just as lovely as I’d imagined, the success she has achieved is amazing. Also Irish company VITHIT by Gary Lavin – I think it’s ground breaking how quickly they have expanded and internationalised, I’d love to emulate their business model.
IF YOU HAD A BLANK CHEQUE
I’d hire a fantastic team – people, product and process are key for me so I’d get the best people to add to the business; I’d launch the new products I have in development and I’d invest money in internationalisation and marketing efforts to grow the brand and the business…
YOUR TRAITS – BEST AND WORST
Best…
Kind, determined, optimistic
Worst…
Relentless, workaholic, impatient
BEST BUSINESS LUNCH DATE (past or present)
Richard Brandon or Nelson Mandela or Michelle Obama
IDEAL BUSINESS PARTNER (past or present)
Richard Branson or Deliciously Ella!
BEST BUSINESS ADVICE
Go for it!! Believe in yourself and even if you experience a form of failure or a set back never give up – resilience is my favorite word!
