GoodnessMe Box founder, Peta Shulman

Three months to "make or break": GoodnessMe Box turns over $1 million

Christine D'Mello

When Peta Shulman ploughed her savings worth $20,000 into GoodnessMe Box, she devised a launch strategy designed to have an immediate impact.

It worked. GoodnessMe Box, a health food sampling service, turned over $1million in the first year of operation.

“I had a clear goal as I was acutely aware the business would have three months to make or break,” says founder and director Shulman. “Without a database and a captured audience there would be no brands wanting to supply product and, as such, no GoodnessMe Boxes to deliver.”

“Without a database and a captured audience there would be no brands wanting to supply product."

In a growing healthy eating and wellness industry, the GoodnessMe Box, which is delivered to the customer’s doorstep each month, is packed with six to 10 health food products, such as the newest superfoods, wholefood bars to eat on the go, herbal teas, gluten-free mueslis, etc.

Shulman says the business was profitable in its second month, acquired more than 10,000 social media followers in less than 10 days of launching and sold out its inventory in the first six months. “This was achieved with spending less than two per cent of revenues on advertising and without any external funding.”

Although Shulman wanted to start a PR company, health issues took her in a different direction. “After years of feeling unwell I managed to take charge of my health by going back to basics and being consistently mindful about my food choices.  At this time I asked myself, ‘What am I passionate about and what am I good at?’ I thought these two factors combined could make an unstoppable business.”

“The biggest challenge as a new business has been growth."

She had worked in PR for five years in the health and wellness space and that helped her develop an understanding of her target audience and the power of marketing.

“This lead to the development of GoodnessMe Box, a new-age way for brands to cost effectively market their product to a highly targeted audience,” she says.

Shulman launched GoodnessMe Box in June 2014 from her apartment. After a few days the first round of GoodnessMe boxes sold out. Within six months, she moved into an office space.

“The biggest challenge as a new business has been growth. GoodnessMe Box became a fully operational business from day one. Within a couple of months, I found myself having to manage a growing team, thousands of customers, multiple suppliers, logistical relationships and internal systems and processes.”

"We are disrupting the way health food businesses are seen and heard."

Shulman says from a brand point of view, GoodnessMe Box differentiates itself through successful and extensive marketing services. “Our goal is to help promote the brands and get into the hands of a highly targeted audience. Our customers are highly engaged and the strongest advocates for these brands.

“We certainly see ourselves as a disruptor in the wellness industry. We are disrupting the way health food businesses are seen and heard, providing a cost-effective platform for brand awareness and growth.”

Key to their success has been leveraging the power of social media for their marketing campaigns.

Their social media platforms collectively reach more than 100,000, she says, with Instagram their most popular platform - they're about to reach 70,000 followers there.

“On average we have achieved double-digit per cent growth every month since launching two years ago,” says Shulman, of the company’s growth.

Success has led them to expand into launching the GoodnessMe Box Wholefood Markets. The third event will be held in November in Alexandria, Sydney.

Christine D’Mello

Christine D'Mello is a freelance journalist who writes for The Sydney Morning Herald and The Age.

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