5 Min ReadBusiness 24 February 2020
Organic growth has made all the difference for my company. Since its start in 2010, Fresh n' Lean has delivered more than 7.2 million organic meals that are free of pesticides, hormones, GMOs, and other additives. The business itself has grown organically, too, without the help of any outside capital.
Over the past decade, Fresh n' Lean's bootstrapped operation has grown into a 220-employee company with nine-figure revenue. Here's how I've been able to successfully build my business without taking on a penny of outside funding.
1. A Hard Decision
The decision of whether or not to take on outside capital is a difficult one.
I was lucky— I relied on personal savings to fund Fresh n' Lean at the company's onset. I thought Fresh n' Lean was a meaningful endeavor, and I believed in myself and my vision.
Not every business owner would be financially able to make the same decision I did. Either way, it's important that your company's growth happens gradually and naturally.
2. Start Small
I was an 18-year-old college student when I launched Fresh n' Lean.
I would regularly work upwards of 20 hours a day— cooking dishes, arranging the meals in tupperware containers, handwriting the labels, and personally delivering them to some of our earliest customers.
Either way, it's important that your company's growth happens gradually and naturally.
Pretty soon we were shipping meals nationally, and I began renting a commercial kitchen space.
We generated a ton of enthusiasm from our customers, and that support prooved that we were on to something. But the early days featured lots of trial and error. We made mistakes and learned from them before scaling the business.
3. Rely On Your Network
Fresh n' Lean started with a team of five people. My friends and relatives chipped in, and my brother Thomas joined Fresh n' Lean as co-CEO.
Relying on those close colleagues was so meaningful in helping me get the company off the ground. I often look at Fresh n' Lean's employees as a family, and that mentality was especially true in those early days.
As I ramped up the hiring, my experiences with every aspect of our operation made me sharp at understanding the company's needs— and helped me to hire employees with the right skill set and mentality to drive the company forward.
4. Hold Firm
Fresh n' Lean embodies a lifestyle choice, a chance for everyone in the United States to have access to nourishing meals amid their busy lives.
We probably could have driven more sales by offering non-organic meal options, but I wanted the company to remain true to my mission.
A decade later, I'm so proud to see the impact Fresh n' Lean has made in redefining fast food.
5. Capitalize On Industry Trends
We live in a society of instant gratification— we want everything now, and our world is completely focused on convenience.
When Fresh n' Lean was launched, the idea of receiving ready-to-eat meals on your doorstep was a strange concept. But a decade later, we're used to having everything delivered to our homes. Recognizing and capitalizing on those changing consumer habits was a big part of our growth.
6. Don't Bite Off More Than You Can Chew
For years, I wanted to open our own kitchen facility— it was a top priority.
But building the space was a difficult and extensive process that could have financially devastated us if we attempted it too soon. In those early years, the project would have left the company too vulnerable.
Instead of moving forward with the project, we waited. In the meantime, we continued renting commercial kitchen space. One day a week turned into two, and then three and four, and eventually we were renting the space five days a week.
In time, we had no other options but to build our own kitchen facility— and our restraint before moving forward with that project was crucial, even if it was frustrating for the short-term.
7. Focus On You
As you build your company, it's easy to try to compare it to the growth other companies experience.
But headlines and press releases don't reveal the full story, and outside funding can mask structural and foundational problems. One example is the online ordering and meal delivery service Munchery, which secured more than $125 million from lenders before closing in early 2019.
Every company's story is unique! You can't judge your company's success based on the ups and downs of others. Focus on making your company the best you can.
8. One Thing At A Time
Our meal offerings have expanded through deliberate, strategic planning and extensive customer feedback.
Building the recipes takes time— we want to be sure to get it right. And our customer feedback ensures that there's built-in interest before rolling out new meal options.
9. Be Resourceful
Building the company without outside capital forced me to be more resourceful. I couldn't throw money at everything I wanted to change— I had to be patient and find alternative solutions.
It's similar, in a way, to cooking a dish without having every ingredient listed in the recipe. You must have the key ingredients! Our executive chef was one of our earliest hires.
One day a week turned into two, and then three and four, and eventually we were renting the space five days a week.
But you can adjust and improvise on some of the secondary ingredients, using whatever alternatives you have available and relying on tried-and-true methods to fill in the gaps.
Who knows? Through experimentation, you just might find a better way to cook your dish or guide your company forward.
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Sometimes it takes falling to rock bottom in order to be built back up again. I learned this many years ago when the life I'd carefully built for myself and my family suddenly changed. But in those times, you learn to lean on those who love you – a friend, family member or someone who can relate to what you've been through. I was lucky enough to have two incredible women help me through one of my lowest moments. They taught me to love myself and inspired me to pass on their lessons each da
If it weren't for the empowering women who stepped up and brought fitness back into my life, I wouldn't be standing – in the door of my own business – today.
In 2010, I was a wife, a mother of three, and had filtered in and out of jobs depending on what my family needed from me. At different points in my career, I've worked in the corporate world, been a stay-at-home mom, and even started my own daycare center. Fitness has always been a part of my life, but at that point being a mom was my main priority. Then, life threw a curveball. My husband and I separated, leading to a very difficult divorce.
These were difficult times. I lost myself in the uncertainty of my future and the stress that comes with a divorce and found myself battling anorexia. Over a matter of months, I lost 40 lbs. and felt surrounded by darkness. I was no longer participating in my health and all efforts to stay active came to a halt. I didn't want to leave my home, I didn't' want to talk to people, and I really did not want to see men. Seeing my struggles, first my sister and then a friend, approached me and invited me to visit the gym.
After months of avoiding it, my sister started taking me to the gym right before closing when it wasn't too busy. We started slow, on the elliptical or the treadmill. This routine got me out of the house and slowly we worked to regain my strength and my self-esteem. When my sister moved away, my good friend and personal trainer started working out with me one-on-one early in the morning, taking time out of her busy schedule to keep me on track toward living a healthy life once again. Even when I didn't want to leave the house, she would encourage me to push myself and I knew I didn't want to let her down. She helped me every step of the way. My sister and my friend brought fitness back into my everyday routine. They saved my life.
I began to rely on fitness, as well as faith, to help me feel like myself again. My friend has since moved away, but, these two women made me feel loved, confident and strong with their empowerment and commitment to me. They made such an incredible impact on me; I knew I needed to pay it forward. I wanted to have the same impact on women in my community. I started by doing little things, like running with a woman who just had a baby to keep her inspired and let her know she's not alone. I made sure not to skip my regular runs, just in case there was a woman watching who needed the inspiration to keep going. These small steps of paying it forward helped me find purpose and belonging. This gave me a new mentality that put me on a path to the opportunity of a lifetime – opening a women's only kickboxing gym, 30 Minute Hit.
About four years ago, I was officially an empty nester. It was time to get myself out of the house too and find what I was truly passionate about, which is easier said than done. Sitting behind a desk, in a cubicle, simply didn't cut it. It was hard to go from an active and chaotic schedule to a very slow paced, uneventful work week. I felt sluggish. Even when I moved to another company where I got to plan events and travel, it was enjoyable, but not fulfilling. I wanted to be a source of comfort to those struggling, as my sister and dear friend had been to me. I wanted to impact others in a way that couldn't be done from behind a desk.
I began to rely on fitness, as well as faith, to help me feel like myself again.
When I heard about 30 Minute Hit, I was nervous to take the leap. But the more I learned about the concept, the more I knew it was the perfect fit for me. Opening my own gym where women can come to let go of their struggles, rely on one another and meet new people is the best way for me to pass on the lessons I learned during my darkest times.
Kickboxing is empowering in itself. Add to it a high energy, female-only environment, and you have yourself a powerhouse! The 30 Minute Hit concept is franchised all over North America, acting as a source of release for women who are just trying to get through their day. I see women of all ages come into my gym, kick the heck out of a punching bag and leave with a smile on their face, often times alongside a new friend. 30 Minute Hit offers a convenient schedule for all women, from busy moms to working women, to students and senior citizens. A schedule-free model allows members to come in whenever they have a free half hour to dedicate to themselves. Offering certified training in kickboxing and a safe environment to let go, 30 Minute Hit is the place for women empowerment and personal growth.
Through my journey, I have learned that everyone is going through something – everyone is on their own path. My motivating factor is knowing that I can touch people's lives everyday just by creating the space for encouragement and community. It's so easy to show people you care. That's the type of environment my team, clients and myself have worked hard to create at our 30 Minute Hit location.
Fitness saved my life. If it weren't for the empowering women who stepped up and brought fitness back into my life, I wouldn't be standing – in the door of my own business – today. The perfect example of women empowering women – the foundation to invincibility.
This article was originally published September 12, 2019.