A real-life business degree

When I started my first business at 21, I had $100 to my name and a big dream.

I didn’t know anything about running a business, and I certainly wasn’t thinking about making millions. All I had was a vision: to change how people approached food and wellness. Over 18 years, I scaled that business into a multimillion-dollar empire. It didn’t happen overnight, and it certainly wasn’t easy.

Every day was part of my real-life business degree. I learned by throwing myself into it and navigating through whatever was thrown at me. Here are the five key steps that took me from my small Bondi apartment kitchen to commercial setups in different cities and a 100-acre farm in the Southern Highlands, generating millions in revenue.

1. Solving a unique problem

At the start, I was surrounded by fitness enthusiasts who fueled their bodies with processed foods and protein shakes. Growing up with restaurateur parents, I was used to fresh, local produce. I saw a gap: What if I could provide healthy, fresh meals to busy professionals who didn’t have time to cook?

This obsession with solving the problem of convenience without compromising health became the foundation of my business. By offering high-quality meals to health-conscious individuals, I created a loyal customer base who kept coming back.

2. Brilliant branding, everywhere

Branding was key to growing my business to a multimillion-dollar level. I wanted to create a premium experience, not just provide meals. Every touchpoint – packaging, presentation, customer service – had to reflect quality and make customers feel special.

In the early days, I delivered the meals myself in a branded van. People started associating my service with health and convenience. I also understood the power of association – if admired people loved my product, others would follow. This wasn’t about celebrity endorsements but about aligning my brand with those who valued what I offered.

3. Getting my systems right early

One of the toughest lessons I learned was the importance of systems. Initially, I did everything – cooking, delivering, managing orders. It wasn’t sustainable, and I couldn’t scale without proper systems.

I invested in software to manage orders and streamlined processes for production. This allowed me to step back from the day-to-day operations and focus on bigger strategic goals like expanding the customer base.

4. Nailing my niche before scaling

Before scaling, you must ensure your business model works on a smaller scale. I learned this the hard way. At first, I tried to be everything to everyone, offering too many options. It wasn’t sustainable.

Once I focused on what I did best – providing fresh meals for busy professionals – I streamlined the menu and scaled without compromising quality. Scaling too quickly without perfecting your core offering can cause your business to crumble under pressure.

5. I kept reinventing myself

Just because something worked in the past doesn’t mean it will work forever. As the market became more competitive, I had to evolve to stay relevant. Building an organic farm in the Southern Highlands gave my clients complete transparency about where their food came from and kept us ahead of the competition.

We introduced new menu items, bundled products, and kept innovating to engage customers. Reinvention was key to maintaining growth.

These five steps helped me build a business from a small kitchen to a multimillion-dollar operation. Looking back, every challenge taught me something invaluable. Today, I get so much joy from helping other small-business owners and guiding them through the same hurdles I encountered. Being able to share what I’ve learned and help others grow brings me a deep sense of fulfillment.