Export NZ and  Bay of Connections recently hosted another E.A.T Breakfast. The E.A.T Breakfasts are initiated to connect local businesses while being fed at the same time. This time the event had "Business with Heart" as the main topic. Cheryl MacGregor from bay of connections described the event well by quoting Thomas John Watson (former CEO IBM): “To be successful, you have to have your heart in your business and your business in your heart.”

Three guest speakers were invited to tell their personal stories behind how they started their companies.

Nature Baby 
Jacob Faull

Nature Baby is a family business specializing in products that nurture you, your baby and nature. It was established in 1998 and began as quest for innovative products for our own family. We found that like us - other parents wanted their children to grow up in a pure, beautiful, chemical-free world.

Jacob's journey started with an Arts degree and had intentions to start a Gallery in Europe with his partner. They travelled and did end up in Europe, London to be exact, only to find out that they were expecting a baby and all of a sudden everything changed. With the arrival of their little one, they realised that there weren't enough baby products around that would support their way of raising a child in a natural responsible way. And so, Nature Baby was born.

Their backgrounds trained them to look into the full experience of products and how they are presented and displayed. They have a strong philosophy and like to think in ideas instead of numbers – it made them write a business poem instead of a classic business plan. Jacob also has strong economic background, coming from his first experience as a Christmas tree salesman having to deal to with buying, selling and cash flow to now owning two stores in Auckland, distribution into New Zealand and international export.

Nature Baby smartly used its costumer database to target possible new location for export opportunities. It was important to understand their target audience, where they might live and how they spend their money. As it turned out that was a good start, but quickly realised that a brand message is interpreted and perceived in different ways across different countries. Cultural differences mean you have to adapt your message or make sure the story is fully represented – and for Nature baby this meant that it was important to deliver the full store experience overseas. They soon opened up concept stores overseas and drew the attention of big overseas players and even celebrities. This approach led to incredible collaborations with companies like Jaw crew (USA) and the department David Jones (AUS) where Nature Baby places compact store in store modules to penetrate the market.

Nature baby evolved from selling the idea to themselves to selling the idea to partners and stores that love the brand.

Social Code
Siobhan Bulfin

Social Code’s solution helps prevent and manage chronic disease through connected care. Our goal is to enable people to take ownership of their health by giving them the tools, support, information, motivation and confidence to manage their health. We want to help people be the best they can be.

Two and a half years ago Siobhan started Social code, to create solutions to help people lead healthier, happy lives. An ongoing journey that is freaking hard work and requires a good head heart and gut. A rollercoaster that in the end is incredible fulfilling and meaningful.

From early on Siobhan learned to think in "we" instead of "me". Coming from a large family, of 8 kids, and losing her mum at an early age she soon realised that teamwork is key and that you have to work hard for your health. When, later in life, her sister was diagnosed with cancer Siobhan realised that there were no real networks out there that provided the support needed. The two most powerful words for anyone who's struggling: me too.

There were some online communities but no real platforms that offers full connected care or information on how to change lifestyle and to prevent reoccurrence. Social code offers a personal solution that combines peer, clinical and family support, with patient engagement and ways to change behaviour.

Based in Wellington, Siobhan and Social Code and decided to expand to the US, the biggest growth market, as soon as they could. In order to succeed Siobhan gave herself a hard deadline of 12 weeks in Silicon Valley in which she had to land at least one customer, a partner and/or investor. An incredible challenge which she successfully tackled through intensive pitch training, endless amount of meetings and perseverance. Having the right amount of naivety in the health market, staying positive and perhaps being slightly delusional proved to be the right mixture for success. 

Social Code's primary focus chronic decease, one of the biggest drain on the healthcare system. It is all about positive change. And although they had many different ideas on engaging with their audience they realised early on that it is not important to make what you like or want it is important to identify what is important for your users.

The hard work is paying off and Social code's portfolio is growing steadily and one of their latest projects Code Blue is a finalist in the Mobileys Awards. But the true recognition lies in the adoption of the health industry and the positive impact it has on the users’ lives.

Addiction foods
Jerel Kwek

Addiction was founded by a leading Holistic Veterinarian and Clinical Nutritionist who saw thousands of disease-stricken cats and dogs all over the world plagued with skin and gastrointestinal conditions caused by allergies to artificial preservatives and additives. Frustrated by the lack of healthy food options, he set out with a mission to develop a range of ultra-premium dog and cat foods that contain no by-products, fillers or preservatives.

In 2002, Jerel at the age of 23, invested his $6000 savings into a pet food company, in partnership with a Singapore-based veterinarian and animal nutritionist. The idea was simple create healthy food that pets crave and saw it as an opportunity to combine his love for animals with his entrepreneurial talents. It worked.

Addiction foods came to New Zealand, one of the cleanest places in the world to manufacture pet food and is free from most diseases such as Mad-cow Disease and Foot and Mouth Disease. Strategically a strong move especially after backlash of the melamine contamination in US and the rising demand of New Zealand made product. They continued their journey in reinventing pet nutrition and experimented with exotic combinations that include ingredients like Possum, which has high Omega 3 levels even higher than Salmon.

Things were going well and sales were growing rapidly worldwide, but out of the blue, their main supplier decided that they wouldn’t supply to Addiction food’s anymore. Devastating news that could have easily put Addiction food’s out of business. But through accepting that failure is common and vital part of the journey, used it as a stepping stone to better things. They decided to set up their own production plant which ultimately saved them a lot of cost and logistics and created a better financial position. Ultimately, it is how you deal with it and keep going. For Jerel, entrepreneurship is about feeling vulnerable at times, showing your strength and weaknesses and understanding where you need help or support. It makes you grow – and when you grow, your company grows. It also allows him to run the business with heart, and not only look at what the customers want but also what the people at Addiction food want, making sure that the soul of the company is as healthy as the food they produce.

Listening to the three speakers there is no way of denying that start-ups are hard work. Without truly believing in the product and perseverance to see it through you are bound to fail. You might start out with making something that you want to have but as your company evolves it is most important to do what's good for your customers and the people you are responsible for. This is when you have your heart in your business and your business in your heart.