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Best Energy Bar in the World (with your help...)
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122 people pledged
NZ$10,000 minimum target
Pledges will only be confirmed if the target is reached by: 05/11/2016 at 12:00 AMMake a Pledge
Best Energy Bar In The World (With Your Help...)
Project 2016-07-19 17:29:53 +1200
Best Energy Bar in the World
Pretty lofty claim. No joke. We stack up pretty good. But over the years our business has remained pretty small, and our delectable products reserved for athletes in the niche sports market. But the truth is Em's are for anyone who loves good food and needs wholesome, delicious energy!
We took a big hit on the re-brand cost last year that has seriously set us back. There was just over $18k of old packaging stocks we could no longer use due to labeling law changes outside our control and the cost of re-branding (it was a good thing we wanted to re-brand anyway!). So in order to crack on with achieving our Vision and recoup some of that loss, we decided to crowdfund.
In exciting news
Since launching the campaign, we’ve had someone come forward with an investment offer, so we’ve dropped the funding target to $10k. But we still need help.
So far we've raised over $8,000 but we need to reach $10,000 by Friday 4th Nov Midnight. If we don't reach our goal we get nothing. Zero.
Rewards for your Pledge
For every Pledge we have allocated "Rewards" in return for your help. It is NOT money for nothing (you're basically buying something). Now is your chance to grab a bit of Em’s history, and support our growth... we still have some previously-loved Vintage Power Bites left. But once they’re gone – that’s it!
To become a household name and much-loved NZ brand
In fact, Em has been making her 'Power Cookies' since she was a little brown-nosing teenager waaaay back in 1987 and she's still going strong. A huge part of what motivates Em is the joy she sees her products bring to people. But keeping the business small is not viable longterm.
For the last 12 years Em has been exclusively been self-funding Em's Power Cookies but the reality is, this is not sustainable and is not ever going to be enough to achieve the potential of this awesome brand. It has not been easy. But because we love what we do and believe in the products we have presevered.
In late 2014 we launched into grocery stores in NZ but discovered that the packaging didn't look that good on the shelves and the products were not well-represented or recognisable for new customers. So it was decided to do a rebrand overhaul.
AFTER REBRAND (way better aye!)
We completely went back to the basics, and realised that Em's was simply a diamond in the rough. We needed our packaging to do a much better job of telling our story - that we are natural, wholesome, healthy, yummy, Kiwi, and authentic. We launched the rebrand in June 2016 and it was been super well-received. We are completely stoked with how it turned out and now we're ready to take Em's to the next level.
To realise our Vision, we need help
We really do have awesome products, created by a real athlete in a real kitchen, not dreamed up in a boardroom or concocted in a science lab requiring a science degree to decipher the contents. Em's Power Cookies are real-food products, they actually taste delicious and they WORK!
Us Vs. Them
Our Peanut Bar
Their Peanut Bar
NZ Rolled Oats
Soy Rice Crisps (soy protein isolate, rice flour, barley malt extract, soy beans, soy flour)
Real Dark Chocolate
Added Fibre (apple, oat fibre, inulin, milled flaxseed, psyllium)
Just cuz you love us $5+
You can pledge any amount, like a donation. Nothing back from us except a massive THANK YOU!
Tour de France Yellow Bikini Poster $20+
An autographed A4 poster of Em doing her thang, mixing it up with TdF winner Aberto Contador and 2nd place Andy Schleck and a posse of crazy Basques. Epic photo. Perfect for the pool room. You're welcome.
Em's Power Cookies Sampler Pack $35+
This is a sampler pack of 1 of each of the Em's Range. A good little teaser to get you hooked. (Shipping outside of NZ is extra)
Vintage Power Bites $40+
We just re-branded, but still have a few boxes of the old stuff kicking around. Once these are gone, that's it. Get a piece of history before it's history! PS: they still have a good shelf life. (Shipping outside of NZ is extra)
Em's Power Cookies Products - various options $45 - $70+
We have Power Bites box of 24, Original Power Cookies box of 8, Cookie-Bars box of 12 and Mixed box of 12 Bars available. Visit our website for Product details
Em's Tee $80+
Cool functional Em's Tees, white with black logo printing. Dri-fit material so can be used for active wear or casual. Available in women's sizes 8, 10, 12, 14, etc. and men's S, M, L, XL, etc.
Shoot the sh!t with Em $175+
This is for 1hr of Skype-action with Em. You can have a nutrition consult (Em's also a bad-ass Nutritionist). Or you can just shoot the breeze with Em about whatever you like, be it business, mentoring, philosophy, or the virtues of choosing a proper IPA
Yoga or Core with Em $500+
Em has always been a yoga and core fiend. Have a 1hr session with her and learn about some of her secrets that kept her body in one piece during her years of smashing out Coast to Coast training. Within NZ only and travel is extra.
Run with Em $500+
Although Em is retired from racing she still keeps her running fitness up, as one of her "life-tips" is to always be able to run 10k. She will come to where ever you live and go for a 10k run, or walk with you. Within NZ only and travel is extra.
12 month subscription to Em's Power Cookies $600+
Get a box of Em's product, your choice of Cookies, Bars of Bites, delivered to your doorstep every month for a year! You don't need to do anything else just sit back and let the goodness come to you (Shipping outside of NZ is extra)
Powergirl Costume $800+
For all you closet-dominatrix's out there, this is the actual Powergirl costume that Em's has been known to unleash at events over the past few years! The side-zip has had a blow-out, but you just do it up with safety pins (included) and it gives a real authentic cat-woman look. Whip included.
Mingah-Deception Run/Tramp - 1-2 people $1000+
Ever wanted to do the C2C but need some help with the mtn run? Today is your lucky day. Em knows the run like the back of her hand, having been through there over 50x. She'll get you through, as well as provide heaps of advice about the event, from race planning to training tips, to support crew advice to nutrition. Just meet Em at the Deception Footbridge
The Old Ghost Road - 2 people $2500+
The OGR is gaining notoriety as the "Milford Sound of mountain biking". Google it. It's an 85km back-country experience you will NEVER forget! We can either tramp it or MTB it, up to you. Just get yourself and a friend to Em's place conveniently situated near the West Coast end of the track, bring your bike and gear, and Em will take care of the rest. Note: this is a grade 4 MTB track so a high level of fitness and MTB skills is required.
My oh my. Thank you for digging deep in helping our dream come true. For your generous donation, you get the TdF poster, autographed and framed, as well a Skype session with Em and the 12-month subscription to Em's Power Cookies delivered to your doorstep every month for a year. Muchos gracias.
Starring in our Pledge Me video, our Flemish Giant fur-baby Darwin had to make the list. But you didn't REALLY think we were going to give him away, did you?!?
What we need the funding for:
Please tell a friend, check out our awesome rewards and help us make Em's go HUGE!
- Daimon Schwalger of Nomad Audio and Video for the RAD video (soooo much fun shooting it!!) You can find him Here on Facebook
- Lynne Duncan and her girls Riley and Loretta, who nailed the mini-Richie McCaw role perfectly, ha ha
- Darwin who missed his usual breakfast snacks, and had to stay in all AM on a nice day until we finished shooting the video
- Mr Houser, the drama teacher at Westport High for playing the role of "Mr. Pritchard" on literally 1 hr's notice
- Alison Poulter for your awesome social media support
- Anna Guenther for your advice and encouragement to embrace transparency (damn it does feel GOOOOD)
- Everyone at EPIC Westport for all your support and tech-skills. If not for EPIC we wouldn't have done this
- YOU!!! To all our friends, fans, customers, crowd, supporters. Without you we are nothing. With you anything is possible. THANK YOU!
The People Behind Best Energy Bar in the World (with your help...)
I grew up in Saskatchewan Canada, and was travelling when I came to NZ in 2004 to race the Coast to Coast. Naturally I fell in love with NZ, the C2C and a hot Kiwi bloke, and so I decided to make NZ my home. I used to be a Dietitian, but I wanted to put my nutrition skills to better use as well as have more fun. I had always made good cookies since I was a teenager, in fact I always kept my recipe secret because in the back of my mind I had a feeling I might start a business one day...
When I was racing C2C I really struggled with finding good energy food, so I started using my old tried and true cookies. They worked so well it only made sense to start Em's Power Cookies and there you have it.
Since 2004 I've been self-funding the business. It has not been easy. But because I love what I do and believe in my products I have presevered. In late 2014 I launched into grocery stores in NZ but discovered that my packaging didn't look that good on the shelves and the products were not well-represented or recognisable for new customers. So it was decided to do a rebrand overhaul. We completely went back to the basics, and realised that Em's was simply a diamond in the rough. We needed our packaging to do a much better job of telling our story - that we are natural, wholesome, healthy, yummy, Kiwi, and authentic. We launched the rebrand in June 2016 and it was been super well-received. We are completely stoked with how it turned out and now we're ready to take Em's to the next level. Em has also self-funded the rebrand campaign, but now to realise our Vision, we need help.
Please tell a friend, check out our awesome rewards and help us make Em's go HUGE!
Post-Pledge Me update. Whew!!!
23/12/2016 at 4:02 PM
What did we do with the Pledge Me dosh??
After the dust settled we were left with $6559.05 out of the $12,000 raised.
Costs of the campaign were $5440.95 and went to:
- Product and merchandise Rewards
- Courier costs
- Video production
- Admin costs paid to staff (Em's personal time not included)
- Pledge Me fees
What did we do with the $6559 cash? It helped us to fund:
- 3x Healthy Food Guide adverts Oct-Nov-Dec 2016 issues
- Samples for Healthy Food Guide food shows attended
- 5000 brochures printed plus some business cards
- Additional sponsorship: Kepler Challenge, Rasdex Classic RR, plus a few more
- We will be sponsoring the Rotorua Marathon in May!!
- We are attending the Healthy Food LIVE! Show in Auckland in May!
- Legal fees for a Terms of Trade document
We believe that as a result of the extra marketing spend, particularly with HFG and the extra exposure from the Pledge Me campaign itself, we saw a lift in sales both in the grocery and sports channels in Nov and Dec. Exporting will take more investment and resources before we can undertake serious exploration into markets overseas but we're working on it. Crowdfunding was definitely a good start to fulfilling our Vision to become a household name and much-loved NZ brand!
We still have A LOT of work to do in the North Island grocery stores. So if your local New World or Pak N Save is not stocking Em's, please ASK. Sometimes the only way the stores will listen is if it comes from you. And we still need Countdown to stock us as well...
You need to pledge to see this update.
OK now we're done. Mic drop....
05/11/2016 at 7:36 AM
Woo hoo now we are closed up. Final tally is $12,070 and 122 generous pledgers which is well over what we expected. The ride is over, but really just beginning. We will need to collate all the pledges, organise the bits and pieces then get everything underway. It will be all hands on deck! We will be in touch next week if we need any details from you. Have a great weekend everyone. With many thanks and love, Em
We're still going!
04/11/2016 at 12:05 PM
OK this is funny... Pledge Me had never had a campaign closing at midnight before, so their clock shut us down last night when the clock struck midnight! Woopsies. But we're re-opened so now there's just under 12 hrs to go! Wondering if we can get to $12k??? That would totally rock. Let's go for it!
Still a day to go!
03/11/2016 at 12:05 PM
We are so rapt with this campaign. The Old Ghost Ultra entry has been snapped up. Well done! With a day to go we can relax now the target has been reached. However there are still some nice keepsakes that can be pledged on if you know anyone who wants some stickers or an Em's tee this is a great way to go about it. Thanks again everyone :-) Still on a major high. The best part is going to be doing up all the rewards and sending them out. This is such a great way to connect with people, loving this concept of crowdfunding. Can't believe we did it!!
You need to pledge to see this update.
What!!!!!? WE DID IT!!!!
02/11/2016 at 11:26 AM
Still over 2 days to go and we have ALREADY reached our funding target!!! Not done yet. We have sampler packs of Em's, stickers, tees, and the Old Ghost Ultra discounted entry available. So we are going to see how high can we go! Massive thank you X a million for everyone who has pledged. I am so grateful, happy, and humbled that people got behind our campaign. THANK YOU!
01/11/2016 at 10:08 PM
The sheer number of everyone getting on board with this and making all sorts of pledges to this campaign is truly humbling. I am lost for words. Thank you so much :-)
Wow its getting close!
01/11/2016 at 11:27 AM
We are getting very close to the target, currently approaching $8k! It's looking like we can do this! Massive thanks to all our pledgers! Just posted a video on our FaceBook page https://www.facebook.com/emspowercookies/ calling out all those good people who've ever received sponsorship or freebies from us. Would love to see you getting onboard with this project! Much love and gratitude. Em
Old Ghost Road Pledge has been taken!
30/10/2016 at 7:56 PM
Wow - huge thank you to all our pledgers so far. We're blown away. Extra huge thanks to Claudia H who has taken the Old Ghost Road reward which is so cool because she was here in NZ to visit our place when writing a book on NZ mtb and OGR. Can't think of a more perfect person to take through the track!! So excited woo hooo!!! And so now we're approaching the $6k mark not too far to go BUT still need to make $10 before Fri 4 Nov midnight.
New target thanks to some direct help
21/10/2016 at 11:38 AM
We've adjusted the target to $10k because we've had someone come on board to help us directly! Big thanks to all the Pledgers so far. Let's keep this going and make it happen!
We got hammered with some big expenses from the rebrand and in order to keep doing what we do, we really need this help. Big thx :-)
28/09/2016 at 2:48 PM
After just a few days we're nearly up to $2000! Woo hoo! But still a long way to go... Remember, this ain't money for nothing. There are some high-value awesome Rewards up for grabs and we want to be able to execute! How fun will that be??
24/09/2016 at 8:00 AM
We are live and open for pledges! Off to a good start thanks so much :-) Tell a friend and let's do this! Em
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2016-11-04 21:37:42 +1300
"Love these cookies!!"
2016-11-04 21:29:39 +1300
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2016-11-04 19:08:43 +1300
2016-11-04 17:43:01 +1300
"Goof Luck Emily, from the team at FuelMe.co.nz"
2016-11-04 17:31:36 +1300
2016-11-04 13:04:16 +1300
"Anything to help :)"
2016-11-03 21:45:54 +1300
"Go Em. Wishing you all the best for this next step of your business development! It's a privilege to be part of it. Hugs H and the boys xx"
2016-11-03 21:44:14 +1300
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2016-11-03 09:15:10 +1300
"All the best Em"
2016-11-03 08:05:24 +1300
"Vintage suits some of us!"
2016-11-02 21:33:49 +1300
"love your cookies, they've got me through many events, Peter"
2016-11-02 21:14:57 +1300
2016-11-02 20:47:00 +1300
"Thanks for being a key supporter of those who make up the numbers at these multisport events"
2016-11-02 19:37:44 +1300
2016-11-02 19:35:24 +1300
"Love your products - good luck Em"
2016-11-02 18:45:05 +1300
"This is your time, Go for it Em! Xx Amelio says 'whaaaaaaa wooooo'!"
2016-11-02 18:05:38 +1300
"My computer will LOVE this"
2016-11-02 17:52:52 +1300
"Em's cookies have saved my life on many long rides :)"
2016-11-02 16:59:57 +1300
"Looking forward to many more years eating Em's Cookies!"