Sometimes the best way to make money from your business is to stop thinking about making money and just have fun with your brand. That is what Faraz Ramji did and urban bites became a big deal. When you have passion and offer value, the money will always follow. Urban bites was basically Faraz Ramji’s pet project. He wanted to have fun so he created this fancy packaging and when he saw the brand, he worked tirelessly to deliver amazing potatoes inside, and just by doing so Urban potato crisps came alive. He spent hours, days and weeks searching for the best product to put within his amazing packaging. This was his passion driving him and the need to offer value to the market. However, he battled with pricing. After conducting a market research and finding out that his product was actually better than his competitors in terms of the taste, flavors, and even packaging, Faraz decided to increase their selling price from Kshs 35 to Kshs 40 just above their competitor. This sent a not-so-subtle message to the customer that they had better value and led to great success. Interestingly, his competitors followed suit and increased their price too, but he would always have better packaging, and better crisps. Faraz Ramji, was a guest at Un.thinkable roast (our monthly 10X Growth Leaders Meet-up) in March 2018. Click here to apply for membership in Un.thinkable.