Smorgasburg的解剖弹出：从Smorgasburg继续前进

典型的星期六在Smorgasburg。[照片：Max Falkowitz]

Editor's note:成为布鲁克林受欢迎和竞争性的户外市场的供应商是什么感觉Smorgasburg? This series will follow one of the market's new vendors and get the inside story of how a pop-up food business goes from idea to reality.

After 11 weeks at Brooklyn'sSmorgasburg, Noah Arenstein is moving on. Over the last three months, we've taken an inside look at the struggles and accomplishments of his Jewish-themed pop up,Scharf & Zoyer, from fine-tuning his menu to figuring out portion control and balancing the costs of his ingredients to the inevitable bumps in the road a first time food vendor experiences. After a brutally rainy May, Noah took a step back to reconsider his plans. Smorgasburg seemed like the perfect place to be, but he realized that, for where his nascent business stands, it's just not the right fit.

"We get visibility at Smorgasburg and somewhere we're at every week, and it's a great opportunity. But at the same time, I can't afford it," Noah told me. "We've gotten the ingredient cost down, but the fixed costs of operating there are such that you have do a certain amount of volume. It takes a certain amount of clarity to know when you need to change something up, or it might not being working."

对于渴望给Smorgasburg射击的潜在企业家，请务必记住该业务的微妙程度。赚钱的机会每周一次，利润很容易消除，高间接费用，这是我们已经有了的。exploredin the past, leave little wiggle room. It's painfully apparent how limited you are in what kind of food you can produce, and the overhead costs restrict vendors even further. Do not enter lightly.

Despite Smorgasburg not working out as planned, Noah feels like he learned a good deal, and the experience has given him much easier access to press by the likes ofTime Outand the纽约Post比他本来会得到的。在他前进时，他会很好地利用这些课程。

更名的柏柏尔早餐三明治。[照片：James Boo]

强调他的菜单方面更广泛地吸引他人（例如演奏菜单的素食面），他认为他可以做得更好。虽然诺亚（Noah）觉得那些尝试过食物的人几乎总是喜欢它，但他意识到他的“全球犹太美食”标语不会引起任何怀疑论者。物品很小。

"In retrospect maybe what I should've done is larger plates. Because the people who were going to come were going to come, so they would've bought what I sold whether it was $6 to 7 or $10 to 12," which many other vendors sell. This line of thinking is tied up in a key question Noah started asking himself: is Scharf & Zoyer too niche for Smorgasburg?

对于诺亚（Noah）来说，这个问题与三明治（Kugel double）绑定在一起，这使他引起了他的注意，以及他的信念，即进来，一个更狭窄的概念是必经之路。当他申请Smorgasburg时，他最终进入了“全球犹太三明治”时，他对业务的最初想法要广泛得多，其中包括中国香肠鸡蛋三明治和小茴香猪油面包等物品。诺亚（Noah）出于务实的原因收紧了他的概念 - “除非您成立，否则您不能提供10个三明治” - 但还因为他认为狭窄的概念在市场上往往更加成功。对于潜在客户而言，它们更容易快速消化，并更加突出。在市场上散步，很明显，供应商将自己定位为例如“凤尾鱼家伙”。

但是狭窄的狭窄使诺亚陷入了一个利基洞，他觉得这不一定会完全转化为听众。对于许多供应商而言，狭窄意味着要专注于食品，例如巨型火鸡腿，Antojitos，Antojitos，An-A-Blanket或Pie。诺亚（Noah）选择一种美食，这种美食更深奥，并且在大多数Smorgasburg与会者的风味图表上没有大量注册。许多客户对犹太食品不熟悉或持怀疑态度，而不是正如诺亚最初假定的那样，正在寻找新事物。

美味kugel的第二个版本double。[照片：克里斯·克劳利（Chris Crowley）]

“就营销展位而言，有一个大部分会想到，'什么是库格尔？'有一阵子我一直在说我们有多小众，你知道，一切都在熟悉的舌头上。它不会引起他们的共鸣。有了很多选择，尤其是在威廉斯堡，客户不仅要去拿一件传单。我明白了。有些东西不像在那里做好那样平易近人。”

When Smorgasburg moved into its new location at the East River Park, the market nearly doubled in size. A whole new plethora of vendors came onboard, offering more chances to entrepreneurs and more options for customers, but the crowds didn't necessarily grow.值得一提的是，Smorgasburg的规模和成功是否使供应商很难成功。诺亚（Noah）在上周决定辍学的决定，当时他在两个星期日前与小家伙市场上的供应商进行了交谈。

"I was already pretty convinced that it would really would have taken us breaking even both days for it to really make sense financially. I think I knew before then," Noah said. "Just talking to other vendors, they said, 'look, it gets worse in July and August.' That was even last year, and how much bigger did Smorgasburg [in Williamsburg] get this year? It's just diluting the customer base more. I can see how certain stands would not do that well during the hottest part of the summer."

Noah Arenstein [Photograph:Dave Cook]

As Noah said to me during our interview, this is far from the end for Scharf & Zoyer. It's a new beginning. His decision to exit was predicated on the realization that Smorgasburg, despite the benefits of its highly visible platform, was not going to lead him down his personal path to success. The simple fact is that it doesn't make sense to continue operating at a market that demands another 25-30 hours of work on top of a full time job, when you're not breaking even, much less getting what you need from it and connecting with customers in a meaningful way.

What's next for Noah? Last night's pop up at Brooklyn Oneology was his first, and while he doesn't have any set plans aside from "pulling back and assessing what the next step is," he's already plotting. There are whispers of pop ups with other, similarly minded vendors, and Noah plans to start looking at a smaller markets, where there are fewer vendors and a greater sense that you, the customer, should get something you couldn't otherwise get.

"I think once we find our audience, we'll do very well."

虽然我们将对诺亚（Noah）和他的进步保持一致，但该系列将把注意力转移到他的一些同伴供应商身上，以使他们深入了解。

Previously

Introducing Scharf & Zoyer »
Opening Day on 1 Hour of Sleep »
集中精力，开发一个“杀手级应用”»
供应商如何弄清楚部分控制»
Meeting Customer Expectations and the Bottom Line »
身体和心理伤害，第1部分»
A Look at Couscous Specialists NY Shuk »
恶劣天气的挫折»
The Psychological Stress of Lost Opportunities »
Changing the Menu, Expanding Beyond the Market »

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