THE ACCIDENTAL ENTREPRENEUR
THE JUICY BITS
Janine Allis
The first edition of this work was published by John Wiley & Sons Australia, Ltd under the title The Secrets of My Success in 2013. This second edition was first published in 2016 by John Wiley & Sons Australia, Ltd.
42 McDougall St, Milton Qld 4064
Office also in Melbourne
© Allis Investments Pty Ltd 2016
The moral rights of the author have been asserted
National Library of Australia Cataloguing-in-Publication data:
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Creator: Allis, Janine, 1965- author.
Title: The Accidental Entrepreneur: the juicy bits / Janine Allis.
ISBN: 9780730327738 (pbk.)
9780730327745 (ebook)
Notes: Includes index.
Subjects: Allis, Janine, 1965-
Businesswomen — Biography.
Entrepreneurship — Australia.
Women-owned business enterprises — Management.
Success in business.
Dewey Number: 658.4092082
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All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be made to the publisher at the address above.
Cover design by Wiley
Cover image by Jarryd Biffin at Bang Studios Collingwood
Disclaimer
The material in this publication is of the nature of general comment only, and does not represent professional advice. It is not intended to provide specific guidance for particular circumstances and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication.
CONTENTS
Introduction
Part I: The Surprise Entrepreneur Chapter 1: The scenic route to Boost Just a simple girl from a simple world
First job, bad hair and many lessons
The adventure that was supposed to last three months
Landing back in Oz with a thud
Chapter 2: Natural born winners What does it take to succeed?
Ten characteristics of a dynamite businessperson
Thinking positively
Fighting negativity
Part II: Finding a partner in crime Chapter 3: The winning formula Working with movie stars and finding my soulmate
Dormant DNA
Chapter 4: The power of team Picking the right bunch
Firing the wrong 'uns
Generals and foot soldiers
Part III: Getting your systems in place Chapter 5: Growing like a weed Vision to fruition
Making the decision to franchise
Surrounding yourself with greatness
Running at full tilt
Chapter 6: Structure for growth To franchise or not to franchise …
Mixing up your marketing
Getting the edge
Part IV: Seeking investors, mentors and acquisitions Chapter 7: Scaling up for the win Picking the right mentor
Adding a Boost to Viva
Business Woman of the Year
Cracks in the foundation
Hitting the wall
Building a Zoo
Chapter 8: Show me the money! Keep it in your pocket
Attracting an investor
Connecting with investors
Mentors: you don't have to learn the hard way!
Avoiding business pitfalls
Part V: World domination Chapter 9: Leaping into new markets Pausing to reflect
A new age of Boost
A rainbow of culture
Rise of a global empire
Chapter 10: The giant leap Get ready to jump
Still loving life
Taking care of yourself and your health
The secret
And then you win … Now what?
The last words
Index
Advert
EULA
INTRODUCTION
A few years ago, I was playing cards with my gran, who at the time was 93 years old, and she was telling me what it was like to be a woman of the 1940s. She told me about when the war started and most of the men headed to war, and she and her friends starting working in an ammunition factory. It made me think about what an unusual time it must have been — when your life as you know it is turned upside down, your husband leaves you for up to five years and you have to survive by working in a factory. You start to make your own money and start to feel the freedom that this brings, only to be told to get back in your box when the men come home. To think that she was not allowed to work or even have a loan in her name now seems unbelievable.
In her time, women were not the bosses; they did not run businesses. So, in her mind, what man would listen to a woman in the workforce? She constantly told my mother not to ‘get above herself'. For her, a woman had very little to no real power, even in her own home. It took my gran years to understand that at Boost, I — her granddaughter, not her grandson — was running the business. She couldn't get her head around a woman boss, because that was not what girls did in her day. Why would they even listen to Janine? The funny thing is, it took a Herald Sun article for her to believe that I had actually started the business (because clearly everything you read in the paper is true). This wasn't beliefs from 100 years ago; this was only my gran, two generations away. But times have changed.
For me, life is a marathon, not a sprint — mind you, it took me years to realise this. When I was younger, I wanted everything now (sound familiar?) and did not have a patient bone in my body. I am getting better at this. I love the journey that I am on and appreciate every day.
For those who are picking up this book for the first time, here is what you are in for …
The first thing is that you will not be blown away by my literary skills. Like singing and painting, I have no talent in this area. But what you will read is my honest account — warts and all — of my journey to date.
The great thing about getting older (because there are a lot of negatives and you have to see the positives) is that you get to embrace who you are and see all aspects of your journey. And you're happy to share — even knowing that people will judge you, rightly or wrongly, but you don't care. What I hope is that people see that it's okay to not get everything right in life. You don't always have to be happy with the decisions that you make. And, yes, you are very dumb when you are younger but (if you're lucky) this enables you to have adventures that you wouldn't have when you are older because you aren't as stupid as when you did all those crazy, mad things!
Often people are afraid to make mistakes — and they live a life half-lived because of it. So this story is my journey — from an ordinary girl from the 'burbs to marrying my soulmate Jeff, to starting Boost Juice and Retail Zoo and becoming a shark on the TV show Shark Tank.
For all those people who have given me feedback on the first edition of this book, thank you! I was surprised and delighted by the impact that this book has made on people's businesses and lives, and I'm happy to say that the book is a bestseller. My English teacher from high school will honestly never believe it!
What is different in this book is it brings
my story, and the story of Boost, into the present-day — including some of the experiences I've had on Shark Tank and the lessons I learned through this experience. This book is full of the tips that are the heart of how I believe businesses should be run and what you need to do to be a success. Whether you're in the start-up stage, growing like a weed or looking to expand into new territories — or even if your business is still just a great idea that you have yet to realise — there's something here for you. No matter where you are on the journey, it's always great to be reminded of the simple things that can make all the difference in helping you become a success.
PART I
THE SURPRISE ENTREPRENEUR
When you ask successful businesspeople how they got started, they may tell you about the little businesses they started in primary school — the ingenious corner lemonade stand, the school chocolate-bar sales or the lawn-mowing service employing other 12 year olds. The types of businesses that led these overachievers to climb that first rung on the ladder to success. Sales charts, forecasts and ROI calculations lined these kids' walls like Andy Gibb lined mine. The entrepreneurial spirit seems to be part of their DNA.
My story is drastically different. You could say that my entrepreneurial spirit was … umm — dormant. Okay, it was non-existent. To be honest, if you'd asked me what an entrepreneur was in primary school, I may have thought it had something to do with food and would have had no idea how to spell it (actually, I still struggle with spelling that word). It was 20 years after primary school that foreign entrepreneurial DNA somehow began to morph my behaviour.
During the 20-year, pre-DNA takeover, I travelled around the United States, Europe, parts of Asia and Australia. I had 30 jobs, got fired from some, moved on to others, made money, lost more, met the wrong man, had a beautiful baby and met my soulmate. What I didn't realise at the time was all the lessons and tools I was picking up with each triumph and pitfall. Each piece of my journey was enabling me to have the strength to take a tiny idea and turn it into a passion.
Of course, I don't really think having the skills to become a successful entrepreneur literally needs to be part of your DNA. I also don't believe there is a cookie-cutter process for success, or that success has to be hard or come easy. What I have attempted to do in the following chapters is to share with you my journey; it has many ups and equally as many downs. If someone had done the same for me, perhaps the learning curve would have been less bumpy. This is a short, honest glimpse into my archives so that you can see I'm human, just like you. I too trip over the kids' toys, go to work with my children's fears and problems running through my head, laugh, cry, make mistakes, learn from them and try to grow.
I hope that you take something from the following and follow your dreams.
1
THE SCENIC ROUTE TO BOOST
Growing up, I was a typical suburban kid. My passion was netball and I spent as much time as possible outside throwing a ball at the brick wall in our garden. After leaving technical college, my first job was in advertising — during the 1980s (think shoulder pads, big hair and liquid lunches) — and I even gave modelling a go. Sensing there was more to life, I worked three jobs to save for a travelling adventure. Telling my mother I would be away for three months, I set off — returning six years later with a two year old.
Just a simple girl from a simple world
I once read a book that suggested we actually ‘pick' our parents. If that's the case, I picked the quintessential ‘Aussie Mum and Dad'. Mum stayed home and Dad made the bacon. Dad worked for Fibremakers, a carpet-making company, in a middle management position. His aim was to move up the corporate ladder during the week and enjoy his time off on the weekends.
I'm the youngest of their four kids, born in Knoxfield, about 30 kilometres east of the Melbourne CBD. Back in the 1970s, the suburb was semirural. Our home was a tiny green weatherboard house — only 10 squares — but it was set on a quarter-acre block of land that had previously been an orchard. It was full of fruit trees, with an abundance of fruit every year (which could have something to do with my brother needing to manually pump the septic tank every day). Uhmm … perhaps the love of fruit started here? We were outside children by necessity. Weekends were spent at the football oval for my brother, Greg, or the netball courts for my sisters and me. Our family was obsessed with sport. Netball was the one thing I was truly interested in during those years. I played and trained six days a week (even as an adult, I played netball until I stumbled into yoga at 41). Okay — healthy living and a bit of obsessiveness started to shine through during my childhood, but the availability of fruit and overachieving netball skills do not a businesswoman make.
My childhood was relatively uneventful; my siblings and I were much loved, and it was a stable upbringing. Life was simple, with not too much money being left over after the expenses were paid, so everything we did have was appreciated. I remember as a child the joy of seeing black and white television for the first time. I also remember going to the movies and watching that huge man on a horse, telling everyone how good for you it was to smoke Alpine cigarettes — as opposed to the other horrible, unhealthy cigarettes. I wasn't sold on the habit of smoking but, on the big movie screen, I did notice the vibrant green of the grass, so when I returned to the black and white television, I made a point of telling my whole family what colours we were missing.
Holidays were eight-hour road trips to Robe in South Australia, in a car without air conditioning or seatbelts. For Christmas one year, I got a bike that was second-hand with a damaged seat. (Mum told me Santa had damaged it on the way down the chimney and, of course, I believed every word because I knew Santa existed.) Looking back at my childhood, my memories are happy ones; my parents ensured we never felt like we missed out.
Even though my parents were encouraging of anything and everything we did, their aspirations for my siblings and me were minimal. Neither thought that someday we would own our own business, become a lawyer or even a doctor. This had nothing to do with not believing in us, and everything to do with expectations and our environment. My parents sent me to Knox Secondary College for two reasons: it was close to home and it had a business course. Okay, it was more of a typing course … In our neighbourhood, you completed your Leaving Certificate and then you got a really good job as a secretary, preferably in a bank. My school only went to year 11; my parents had no expectations that I would go to university. In fact, it was never discussed. Being the youngest, I could slip through the cracks. I was never the class clown or class dunce; I was smack in the middle — Miss Average. I never pushed myself too hard and rarely did my homework. How is that for dormant entrepreneurial DNA? I seemed to be always thinking, What is the point to all of this? In contrast, my older sisters, Rae and Lisa, were diligent, smart students. Not seeming to match them in potential or politeness, I was a bitter disappointment to the teachers who had taught my sisters prior to me.
My school was a technical college, focusing on practical skills like woodwork, typing, basic bookkeeping, graphics and metal work. As a result, I can type, build a solid birdhouse and do basic drafting, and I'm very handy with a soldering iron. But don't ask me the capital of Azerbaijan or where the country is located on a map!
At the age of sixteen years and ten months, I left tech school and could type 100 words per minute. At the time, I didn't realise that this was probably the most useful skill I had learned; everyone on earth was about to switch to computers. I could also handle very basic bookkeeping, which would serve me well later when Boost was without a CFO. The technical drawing class came in handy when building the birdhouse, but also when designing the first Boost Juice stores. You never know what subjects are going to be helpful in the future.
When I left school, my mother made me sit for the Commonwealth Bank test so I could get a job at the bank. She thought working in a bank would be the perfect job for me; I could think of nothing worse. My parents' plan for me was to finish school, get a good stable job, marry well, ha
ve lots of babies and live happily ever after. God forbid you not having a child by the time you were 21 (this was Mum's expiration date for starting a family). All I wanted was an adventure. But, to please Mum, I attended the Commonwealth Bank test to see if I could get a job. I doodled my way through the test and I didn't get the job (surprise, surprise).
I would like to be able to say that it was during this time that a wise teacher saw the flicker of an entrepreneurial spirit in me and encouraged me to think higher, but I would be making it up. My childhood was loving, yet simple. I was happy, but somewhere buried deep within, I knew there was a bigger point to this, that there was more to life. I just needed to figure out where and what more was.
First job, bad hair and many lessons
After turning my back on a safe bank job, I managed to get a job in advertising. My sister Rae was working for a huge ad agency at the time and she recommended I go to the employment agency she used to get her job. So, in I went, even though I had absolutely no experience. The woman I met with told me she thought she had the perfect job, and with a quick phone call she'd arranged an interview (telling my future boss I was a ‘freebie' for him and that she thought I would be perfect, even though I was a bit green). After a ten-minute interview, and answering the question on whether I made good coffee (‘Absolutely!'), I got my first job.
I was a very junior, junior (did I mention I was junior?) media assistant at an advertising agency. Advertising in the 1980s was all about short skirts, bad hair and long boozy lunches. Each Friday, lunch started at noon and ended at 5 pm. For a while, the fun in advertising significantly outweighed the boredom of my first job. (And it was a very dull job, mostly just typing little numbers into little squares, which, to be honest, after many liquid lunches, was a challenge.)
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