From Sketch to Success in Michelin-Starred Restaurants: The Story of Effium
Surya Prakash is one of the founders of Effium. He turned his idea — an energy-saving frying pan — into a company. Today, his pans can be found in the kitchens of Michelin-starred restaurants around the world, as well as in the homes of passionate home cooks. But that did not happen overnight. It is particularly in the choices he made along the way that you’ll find insights which are immediately useful to you as an entrepreneur.
Choose what you won’t do
Induction pans, sauté pans, new markets: following the success of the frying pan, the next steps for Effium seem obvious. But Surya is deliberately taking a different approach. “For now, we’re focusing on one type of pan, one size, one colour. I want to change the world of sustainable cooking, one pan at a time, with a pan that works.”
That focus also means he’s turning down opportunities. No rapid expansion, but continuing to improve what’s already there. “If you make one pan that has to do everything, you end up with a pan that doesn’t do anything really well.”
“A good idea only becomes valuable when you know exactly whose problem you are solving and how you are going to solve it."
What can you take away from this?
Entrepreneurship means making choices, from idea to market launch.
Read how to make smart choices from the start to protect your idea.
Listen to your customers and be prepared to adapt
During the pandemic, Surya visited chefs, restaurants and food trucks. Not to test his idea, but to improve it. “I didn’t want to make a product for someone I couldn’t see. I wanted direct feedback.” He had them test every prototype – more than ten in total. That’s how the pan improved, step by step.
And something else changed. “We thought people would buy the pan to save on gas. But in the reviews, they say the pan cooks fantastically.” A nice bonus: these enthusiastic customer reviews help drive Effium's growth through word of mouth.
What can you take away from this?
A strong idea grows in stages.
Read how to ensure your invention remains yours, even while it's still in development.
Don’t try to do everything yourself
Even whilst studying in India, Surya applied for a patent for an invention himself. It didn’t go to plan. The application needed to be reworded, but he didn’t follow up on it. Eventually, the application lapsed. “That proves you shouldn’t try to do everything yourself. Experts exist for a reason.”
He took that lesson with him to Effium. To protect his ideas, he brought in specialists for patents, trademarks and designs. And he worked out for himself what he should and shouldn’t record and share, so that he could collaborate safely with restaurants and gather open feedback.
“To give you an idea: I had the restaurants testing my pans sign an NDA. All 14 staff members!”
What can you take away from this?
Good preparation helps you collaborate with greater confidence.
Read how to make clear agreements with partners right from the start.
For connoisseurs: how Effium protects its idea
Effium protects various aspects of its innovation.
- The name Effium® is registered as a trademark.
- The pan’s technical functionality is protected by a patent.
- Its unique design is protected by design registrations in Europe and beyond.
| Surya Prakash explored the options, but also called in experts. “Experts exist for a reason.” |