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Anton Vänskä - Reindeer Jerky




Anton Vänskä - Reindeer Jerky #1


Describe yourself and your project. How did you get the idea?

I’m is Anton and I’m one of the founders of Renjer. Our project is reindeer jerky (dried reindeer meat), which is an adaptation of the small-scale Lapland produced smoked and dried reindeer meat. We recently started selling and are currently in four stores in Skåne. We got the idea of producing reindeer jerky from our co-founder Tim, he had tasted the original dried reindeer meat in Lapland and decided to bring it to the world.


Who are you? Previous education/jobs/ experiences etc.

I just finished my Master’s degree in Entrepreneurship and Innovation here in Lund, I did Business Administration for my Bachelor’s. Previously I’ve worked at Nordea for three years in customer service and sales, additionally I worked six months in a small online marketing start-up as a content/project manager. I’ve lived almost my whole life abroad, first because my dad was an expat and later because I simply could not stop exploring new places.


What will you do during these three months? How will you spend the time? 

During these three summer months we are aiming to expand our customer base. Firstly, we’ll continue to approach local companies here around Lund/Malmö region. Secondly, we have planned a sales trip to Swedish, Finnish and Norwegian Lapland, which lasts approximately three weeks. Through this we try to capture the interest of local companies in Lapland during the best summer season. Thirdly we open an e-commerce that allows private customers to purchase directly from us.


What do you expect to achieve during Leapfrogs? 

This summer will definitely guide us to the right direction with our project. Through customer acquisition and interaction, we gather vital feedback for our future success. We are open for product iteration, which might be necessary if our customers want to have something tweaked. Most crucially we’ll see if there’s enough demand for our product and if it looks like we can pay ourselves a salary through this business one day =)

Anton Vänskä - Reindeer Jerky #2


Tell us what you have done on your project so far during the Leapfrogs time. 

During the last two and half weeks we drove 6500 km around the Nordic countries and acquired a total of 31 new partners. We would say that our product is now verified by the market. More than ten of our new customers are from Norway, which forced us to rapidly learn about dealing with customs tariffs and export rules. Additionally, for our future B2C and B2B logistics, which are currently handled by our producer, we have contacted potential 3PL partners in Baltics and in the Nordic countries.


Has everything gone according to the plan? Has anything unexpected occurred? Has something been easier/harder than expected? 

When we started our sales trip, we did not really know what to expect. Our first large customer was Vasa Museum in Stockholm, which is the most visited museum in Sweden. After closing a deal with them, we realized that there is some real potential in our product. It has been most difficult to get customers in Sweden; Finland and Norway have been a lot easier. However, there is not a lot to complain since we sold out in one week and already sold one fourth of our next batch.


What will you focus on during the remaining time? Will you follow your original plan or has anything changed along the way? 

We will focus on doing more sales and taking care of our current customers. Our last sales focused on Lapland and Stockholm, but now it is the time to focus on Copenhagen and Helsinki. We also have a huge list of leads from our sales trip and will need some time to communicate with them. Additionally, we will have to do some after-sales communication with our recently acquired customers to make sure that they are happy and order more in the future.


Leapfrogs Working Group
LU Innovation, Sölvegatan 16
Box 117, 221 00 Lund

info [at]