Healthy Korean Meal Kit Delivery

Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with DooJin Kim, founder and CEO of doofood, located in Whitestone, NY, USA.

What's your business, and who are your customers?

Doofood is a Korean meal kit company. Our goal is to have every household in America try an authentic Korean meal at home at least once by making them as convenient and accessible as possible. We do this by prepping all the ingredients and packing them together with sauces and recipes. So customers can simply add ingredients to a pot/pan and boil/stir.

A good portion of our customers is young moms who do not have the time and knowledge to cook Korean meals at home. And our non-Korean customer base has also been growing due to the variety of dishes and ease of preparation.

Tell us about yourself

I am a father of two girls and married to one of my best friends, whom I have known for a long time. I initially gained the idea of doofood after struggling to cook Korean food at home while I was a newlywed. Because my wife and I did not know how to cook, we ended up cooking the same simple dish every night or ordering takeout. After talking with a few of my friends, I realized they all had the problem. We all wanted to cook Korean food at home, but it was too difficult to do so.

A few weeks prior, I heard of a company called Blue Apron for the first time. I connected the dots, and after seeing there was no Korean meal kit option available, I decided to start my own.

My primary motivation today is my family. During the past five years, we went through many difficult times as most start-up early stages companies do. I've had lots of support from my family, and I am working to make this journey a success.

What's your biggest accomplishment as a business owner?

Surviving the first five years. We went through two near bankruptcies, unable to pay the bills for a stretch, a DDoS attack, and many others. We are still small, and survival is not guaranteed, but we continue to move forward.

What's one of the hardest things that come with being a business owner?

Finances. When you are a business owner, a positive income is not guaranteed. You can work 80~100 hours a week and still have money going under in your bank account. I did not make any profit for nearly the first three years, which got me deep into debt and a lot of trouble (it's been resolved now). The financial risk that accompanies being a business owner can be very hard.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

If you are looking to start, start now. One of my favorite quotes is from Mark Twain “To succeed in life, you need two things: ignorance and confidence.” I know when I launched doofood in 2017, I had an abundance of both. It was necessary for me to launch a business despite having a small amount of money, no prior entrepreneurship experience, and ignore people who said this was a too risky move. Once you start and are willing to put up the work, I think you will likely find a way.

Where can people find you and your business?

Website: https://www.doofood.com/
Facebook: https://www.facebook.com/doofood.family
Instagram: https://www.instagram.com/doofood.family/
LinkedIn: https://www.linkedin.com/in/derekdoojinkim/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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