NEW YORK CITY, 1971
Michael Dadap moved to New York City to study music from Hinunangan, Leyte a provincial town on a southern island in the Philippines. As an aspiring musician with limited resources, he drew from his experience as the 13th of 14 siblings to stretch a dollar and cook delicious meals to entertain his friends and family.
He worked odd jobs, sweeping the floors at a luthier in Hell’s Kitchen, and playing cocktail hours at a french restaurant where he learned advanced culinary techniques from the head chef after hours.
Decades later, he perfected a hot sauce inspired by the flavors of his hometown that he showcased at family holiday gatherings. His loved ones would leave the house with jars of the delicious sauce - it paired well with so many dishes, and cuisines and appealed to people with varied tastes. This hot sauce somehow cured a sense of homesickness for all and created a sense of home in the present, on the plate.
TASTE THE AMERICAN DREAM
By pairing exotic ingredients from around the world, our sauce is a harmonious expression of what happens when people from different cultures and flavors from different places come together in a unique and delicious way.
To create a melting pot of international flavors by taking distinctive ingredients from around the world and blending them together into something decidedly unique: a product that is greater than the sum of its parts.
To enhance your plate with the healthy, delicious, robust flavor you’ve been searching for.
To support local small business and the arts with creative opportunities.
To provide a high-quality product that complements and elevates any food it collaborates with.
Djablo Sauce is the first and only Filipino hot sauce on the market with a distinct and unforgettable punch. Made with care in small batches and working with local markets and small businesses, we strive to use the freshest ingredients to create the ultimate product. Our recipe is all natural comprised of garlic, ginger, a blend of peppers from around the world, olive oil, vinegar, salt, and chia seeds. Djablo Sauce comes in two flavor varietals and two size options, 5oz and 12oz.
PRICING + PROMOTION
At the moment, we are a small business, comprised of two employees. By the end of 2019, we plan to expand to 4-6 employees. Our marketing strategy includes: social media channels, word-of-mouth, farmer’s markets, and a NYC-based guerrilla marketing campaign. Djablo Sauce is already is in-demand pre-sale. Once we establish the capital to hit the market, we anticipate a formidable and steady stream of regular customers.
Projected marketing budget: $1000/year.
Guerrilla marketing campaign overview: leaving bottles with local food trucks and eateries, as well as partnering with local merchants to showcase Djablo with their cuisines.
Bulk discounts with a percentage off on larger purchases.
Bottle discounts for local customers who recycle their bottles.
5oz. bottle- At cost: $2.50, Wholesale: $5, MSRP: $8
12oz. bottle- At cost: $4, Wholesale: $12, MSRP: $16
As we are a hot sauce start up, we plan on starting at a local level and expanding our business as demand grows. Our locational plan is this:
Our plan for additional product sales will be made in person, at local farmers markets in NYC, through Amazon.com, and our website.
While working under his mentor, restauranteur Dusan Bernic, Dadap found his true calling upon meeting his wife and future business partner, Dr. Yeou-Cheng Ma. After hiring her as a violinist to play duets with at the restaurant, the duo worked to provide music education for hungry young minds through Dr. Ma’s father’s non-profit, The Children’s Orchestra Society. Like Bernic, the two gave subsidized or complimentary lessons to any student who had a passion for the arts but did not have the means to pay for lessons. Their entrepreneurial and philanthropic spirit inspired their daughter and son in law, co-founders Laura Dadap and John Gilmartin, to create a company that could be a positive force in the community through the establishment of a scholarship fund with the orchestra.
WHAT WE CAN DO WITH 30K
Kitchen Rental, Product Storage $12,000
Legal and Startup Fees, Certifications $4000
Shipping, Transport $3000
Ingredients, Supplies for Djablo Sauce $10,000