13th December 2009
First Day of Trade
In the busy metropolis of Melbourne, Australia, at Federation Square, Tielka has a 3 x 3m stall at Fair@Square, a celebration all things ethical trade, for the first day of trade.
The event has forced me into action with a very real deadline - I have to purchase stock, design branding and packaging, and the clock is ticking. I never knew so much work would be required for launch.
The price of the 3 x 3m stall, at $750 in 2009, is quite an amount to stomach. We will have to sell a very large sum of tea just to cover costs.
We set up in the early hours of 13th December 2009 at Federation Square and start welcoming our first customers. The first purchase, just prior to the event, is made by my brother, a small glass teapot.
I have support from my cousins Elizabeth, Luke, and Miriam to run the stall, as well as my husband Alexei.
The stall is brimming with people. The cute glass teapots set upon a candle lit base draw people in for tea tasting.
We sell quite a bit of tea, around $650 worth of product. I remind myself the event and the hard work is about brand exposure, not making money that day.
Late January 2010
First Tea Party
We launch Tielka's first Tea Party at a friend's house in Hawthorn, Melbourne.
Similar to a Tupperware party, a host invites friends to their house, and I set up and run a tea party. The Tielka Tea Party includes tea education, hands-on tea brewing and tasting, followed by purchasing of products.
I have a love-hate relationship with the party plan format of sales. Guests arrive a little cautious, and understandably so. Party plan events (and network marketing in general) can leave a nasty flavour in your mouth. However, in spite of the usual initial apprehension (on my part too!) it doesn't take long to engage with guests. I love the process of educating on all things tea, and the brewing and tasting is a lot of fun. Many tea parties are highly successful, both educationally, and financially.
The Party Plan format continues through 2010. We engage two sales reps to run tea parties, one in Brisbane, and one in Melbourne.
Late 2010
I am expecting our second child, and the pregnancy is taking its toll, making running tea parties a little difficult.
Indeed the whole party plan model is no longer sitting well with me. Aside from the underlying awkward crossover of sales and friendship fostered in network marketing, the basic maths reveals that sales reps are coming away with barely a few dollars per hour for their hard work. Hardly a beautiful, ethical business.
I decide to abandon the party plan model.
2010-2013
Tielka Pivots
Alongside running Tielka, I am heavily involved in musical theatre, operetta, and dance lessons. Gilbert and Sullivan is my operetta of choice, and I play lead roles in a number of shows. The only thing missing is acting, so I begin acting lessons.
I meet many fascinating people at the acting lessons, including someone who owns a busy café in South Yarra. He offers to use my tea, and I start to supply him.
Inspired by my unforgettable tea experience in Kielce, Poland, I create a beautiful tea menu for his café.
Café patrons love the tea, and the tea menus.
A new path, creating a beautiful tea experience for cafes, becomes clear for Tielka, which I enthusiastically pursue!
More to come...