#SWAAYthenarrative

#HowIDidIt: From Cooking Meals Out Of My Apartment To Running A 9-Figure Meal Delivery Brand

4 Min Read
Business

How can we help overcome the national health crisis and allow people access to nutritious food on a regular basis?

It's a question I've been driven to answer since 2009, catalyzed by one of the scariest scenarios a daughter can imagine: the health crisis of a parent.

Determined to help my father overhaul his lifestyle and overcome the sudden obstacles he faced, I began prepping healthy, homemade meals. When friends and family members noticed the remarkable recovery he made, they became interested in the plans too.

This inevitably led to the birth of Fresh n' Lean, my organic meal delivery service. What started as a solo 19 year old student cooking meals out of a one bedroom apartment in Redondo Beach, CA, has since evolved into a 9-figure brand, with 100+ amazing employees operating out of a state of the art facility.

I'm often asked why Fresh n' Lean has continued to grow while other food delivery services struggle. I believe it comes down to many interacting variables that I wish to share with you today, with the hope that they might someday help you as you embark in your entrepreneurial journey too.

Know Your Values: Fresh, Convenient, And Delicious

Whenever you pursue something in life, whether it's a scary fitness goal or starting your own company, it's important to know your values, and to stay true to them. This is something I was taught from a young age, and was super aware of with Fresh n' Lean.

Our mission has always been to achieve three things: to make food that's healthy, accessible and delicious. It's about getting that balance between each component. If any one of them is missing, the formula doesn't work.

Sure, it would be easy to cut corners with the quality of our ingredients to save money, but that's not the point! I have a strong desire to impact people's lives in a positive way –– a 'reason why' that directly ties into the work we do. I'm also surrounded by a tribe of inspiring individuals who believe in the vision, which helps massively.

Our mission has always been to achieve three things: to make food that's healthy, accessible and delicious.

The collective understanding of our value system helps us stay true to the mission and to be completely transparent with how we operate the business. This creates trust and brand loyalty amongst our customers - a key component for future growth.

Taking Risks: Bootstrapping To Nine-Figures

Anyone who has started their own venture can attest that the early days are a little shaky. There are always going to be problems that pop up (usually at the most inconvenient times), and key decisions that need to be made.

One of the latter that I was faced with at the very beginning was whether or not to turn to investors for capital, or to bootstrap Fresh n' Lean. I went with the second option and committed my life savings to self-fund my venture. Looking back, it was a bold move. I put it all on the line to make my dream a reality, and thankfully the risk paid off.

Sure, initially it meant that we had certain restrictions when it came to funding, but I like to think those restrictions lead to innovation. Because we had limited options, we were forced to be creative and to come up with novel solutions to challenging problems.

It has also meant we've had a much easier time when it comes to choosing the direction of our business. Because we don't have to answer to a board of investors, we're able to explore various avenues with a degree of freedom –– like our recent move from online to in-store.

Be Creative: Leaping From Online To In-Store

The latest evolution of Fresh n' Lean has been a dive into the brick and mortar sector, with the recent opening of our first On The Go store in Santa Monica.

Though many people believe brick and mortar is dying, we still feel that there are various opportunities to pursue. Grab-and-go healthy food near business centers is still something that's lacking in many areas. We're also in the process of partnering with Hak's Foods to bring ready-to-eat meals into grocery stores such as Whole Foods, Gelson's, and Costco.

As well as being a viable business venture in itself, having food in stores also gives people a chance to try our product before signing up for an online subscription. We're always trying to think outside the box when it comes to business growth, and this is just another example.

There are always going to be problems that pop up (usually at the most inconvenient times), and key decisions that need to be made.

Sure, we could have listened to the naysayers, played it safe and stuck to what we know. But if we always take the comfortable route, how will we ever know what we're truly capable of?

If I could sum up the main things I've learned over the past ten years, it would go something like this: the key is to never stop learning, growing or innovating. Know your mission, keep moving forward, and always be ready to adapt.

This article was originally published August 19, 2019.

How to Learn Much More From the Books You Read

It is one thing to read and another thing to understand what you are reading. Not only do you want to understand, but also remember what you've read. Otherwise, we can safely say that if we're not gaining anything from what we read, then it's a big waste of time.

Whatever you read, there are ways to do so in a more effective manner to help you understand better. Whether you are reading by choice, for an upcoming test, or work-related material, here are a few ways to help you improve your reading skills and retain that information.

Read with a Purpose

Never has there been a shortage of great books. So, someone recommended a great cookbook for you. You start going through it, but your mind is wandering. This doesn't mean the cookbook was an awful recommendation, but it does mean it doesn't suit nor fulfill your current needs or curiosity.

Maybe your purpose is more about launching a business. Maybe you're a busy mom and can't keep office hours, but there's something you can do from home to help bring in more money, so you want information about that. At that point, you won't benefit from a cookbook, but you could gain a lot of insight and find details here on how-to books about working from home. During this unprecedented year, millions have had to make the transition to work from home, and millions more are deciding to do that. Either way, it's not a transition that comes automatically or easily, but reading about it will inform you about what working from home entails.

Pre-Read

When you pre-read it primes your brain when it's time to go over the full text. We pre-read by going over the subheadings, for instance, the table of contents, and skimming through some pages. This is especially useful when you have formal types of academic books. Pre-reading is a sort of warm-up exercise for your brain. It prepares your brain for the rest of the information that will come about and allows your brain to be better able to pick the most essential pieces of information you need from your chosen text.

Highlight

Highlighting essential sentences or paragraphs is extremely helpful for retaining information. The problem, however, with highlighting is that we wind up highlighting way too much. This happens because we tend to highlight before we begin to understand. Before your pages become a neon of colored highlights, make sure that you only highlight what is essential to improve your understanding and not highlight the whole page.

Speed Read

You might think there have been no new ways to read, but even the ancient skill of reading comes up with innovative ways; enter speed reading. The standard slow process shouldn't affect your understanding, but it does kill your enthusiasm. The average adult goes through around 200 to 250 words per minute. A college student can read around 450 words, while a professor averages about 650 words per minute, to mention a few examples. The average speed reader can manage 1,500 words; quite a difference! Of course, the argument arises between quality and quantity. For avid readers, they want both quantity and quality, which leads us to the next point.

Quality Reading

Life is too short to expect to gain knowledge from just one type of genre. Some basic outcomes of reading are to expand your mind, perceive situations and events differently, expose yourself to other viewpoints, and more. If you only stick to one author and one type of material, you are missing out on a great opportunity to learn new things.

Having said that, if there's a book you are simply not enjoying, remember that life is also too short to continue reading it. Simply, close it, put it away and maybe give it another go later on, or give it away. There is no shame or guilt in not liking a book; even if it's from a favorite author. It's pretty much clear that you won't gain anything from a book that you don't even enjoy, let alone expect to learn something from it.

Summarize

If you're able to summarize what you have read, then you have understood. When you summarize, you are bringing up all the major points that enhance your understanding. You can easily do so chapter by chapter.

Take a good look at your life and what's going on in it. Accordingly, you'll choose the material that is much more suitable for your situation and circumstances. When you read a piece of information that you find beneficial, look for a way to apply it to your life. Knowledge for the sake of knowledge isn't all that beneficial. But the application of knowledge from a helpful book is what will help you and make your life more interesting and more meaningful.