"My dad makes chocolate" blurts out my 5 year old son to his school-mates at class assembly one morning.  I'm not sure if that makes me Willy Wonka or just a really cool dad.  But launching a brand new chocolate company is no walk in the park.

My friends are a little less enthusiastic; "aren't there enough chocolates already?"  Their assumption is that we're trying to compete with the Cadbury's and Lindt's of the world by making something cheaper.  Truth be known, there isn't any margin worth getting out of bed for in supermarket chocolates.

So what would make me think I have a snowball's chance in hell at making any profit at all in the chocolate game?
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