At 21 years old, with $100 in my pocket and no business experience, I quit my job as a waitress and leapt into the unknown. Fuelled by my passion for health, I launched my first business—a premium home delivery company—from a tiny Bondi apartment writes Bianca Monley founder of Eat Fit Food
I started small, cooking healthy meals and selling them to friends at the gym. What began with just ten friends soon turned into thousands, and my side hustle evolved into a multimillion-dollar business, revolutionising the home delivery meal industry across Australia.
The journey wasn’t without its challenges. It was filled with mistakes, long nights, and constant learning. I’ve discovered that building a thriving business isn’t about luck—it’s about grit, adaptability, and action.
Now, as a business mentor, I share the lessons and insights I’ve gained to help others avoid the mistakes I made and scale their businesses much faster.
Let’s get you started with the five crucial steps that helped me build my empire.
Step 1: Get clear on what you want
One of the first lessons I learned was the importance of clarity. Success isn’t about doing everything; it’s about doing the right things. When I started, I didn’t have a grand vision, but I knew I wanted to help people live healthier lives. Over time, our mission became clear: to change the way people perceive healthy. I built the business, one meal at a time, with this clear mission.
Whether you’re just starting out or growing your business, ask yourself: what do I really want? Once you’re clear on your “why,” decision-making becomes easier.
Step 2: Build a brand people can’t live without
Branding is more than a logo or tagline—it’s how people feel about your business. We were the first company in Australia to offer fresh home-delivery meals and the only one to build a farm to grow organic vegetables. This allowed us to bring a sustainable farm-to-plate concept to homes, delivering each meal with love and quality.
The key to building a brand people can’t live without is consistency. Every touchpoint, from customer service to packaging, must reflect your values. It’s the small things that keep customers coming back.
Step 3: Hustle, but learn when to let go
When I first started, I did everything: cooking, packing, delivering meals, and managing finances. While that hustle was crucial, it wasn’t sustainable long-term. As the business grew—and as I had three children within two years—I had to learn how to let go and trust a team.
One of the biggest challenges entrepreneurs face is delegating. You can’t scale by doing everything yourself. As we expanded into Melbourne and Sydney and built a 100-acre farm, I brought on professionals, including chefs, nutritionists, and gardeners, to free up my time and focus on the bigger picture.
Seek out help and mentors who have navigated the path before you. Their guidance can save you time, energy, and costly mistakes.
Step 4: Embrace the challenges
Success is never a straight line. I remember sitting on the kitchen floor, overwhelmed by bills and pressure. But each time I hit a roadblock, I asked myself: What’s the lesson here? How can I grow?
Challenges aren’t there to break you—they’re opportunities in disguise. A turning point came when I landed Hugh Jackman as a client. He was photographed with one of our coolers, and suddenly, the business exploded. That success didn’t happen by accident; it happened because I embraced the challenges and pushed forward.
I also connected with high-profile clients like Miranda Kerr and Cate Blanchett, who became walking billboards for the brand. When Gwyneth Paltrow named us one of the top 10 delivery services globally, it was a game changer. That recognition came from persistence and building authentic relationships.
Step 5: Never stop innovating
In business, you can’t rest on your laurels. Just when you think you’ve “made it,” it’s time to think about what’s next. When we were delivering 10,000 meals a week, I knew we needed to innovate. That’s when I decided to purchase a 100-acre farm and develop a farm-to-door experience, providing transparency about where our food came from.
Innovation doesn’t always mean reinventing the wheel. Sometimes, it’s about improving what you already do well or exploring new avenues. Stay attuned to industry trends, listen to your customers, and be willing to adapt.
It’s a marathon, not a sprint
Reaching 5 million dollars in revenue didn’t happen overnight. It took years of hard work, sleepless nights, and learning from mistakes. The biggest lesson I’ve learned is that success isn’t a destination—it’s a mindset. Stay focused, embrace challenges, and never give up on your vision.
If I can leave you with one piece of advice, it’s this: back yourself. No one else will dream as big for you as you will. Whatever your goal, you have the power to make it happen if you’re willing to take action, learn from failures, and keep moving forward.
If you’re looking for guidance on your entrepreneurial journey or seeking someone to inspire and motivate your team or audience, I’d love to connect. Whether it’s through speaking engagements, mentorship, or business strategy, I’m here to help you take that next big step. So, what’s your next move?
