How this busy mum made $10,000 in revenue in her first week of business
“At the start I remember saying to you if I spend this money it has to work and every piece of advice you have given me I have listened to and tried.
Life has thrown me curve balls but if I can come back from anorexia and a drug addiction I can build a business that gives my husband the option to retire”.
As a busy mum living in rural Australia, managing a farm, a home renovation, home life, her own health and now her new business, Maddie Mortimer is a testament to what works in business.
When a great idea fuelled with passion meets strategy, you have an unstoppable force. Maddie was on a mission to solve the problem that millions of Australians face; feeling like they've hit rock bottom, giving up on their hopes and dreams and definitely their health.
The solution, Functional Fat Loss.
Founded by Maddie Mortimer, a woman on a mission to turn rock bottom into a new beginning. Maddie experienced her own version of rock bottom physically, mentally and financially when she lost her love for herself and care for the world after a life of hardship that began with a severe eating disorder.
Maddie is a survivor of teenage anorexia, between the ages of 13-17 Maddie battled the disease which took its toll on her health and her family. Having been classified as one of the worst 3 cases in the country, the light at the end of the tunnel was dim for Maddie. Today the other 2 cases are no longer with us to tell their story.
Not only has Maddie survived the most crippling body image-related disorder, but Maddie also turned her life around with health and fitness, overcoming a life-crippling addiction to intravenous drug abuse. During this time Maddie lost her own father to suicide and felt the repercussions of this.
From being homeless and pregnant, living in a car with 4 dogs and her partner – it was Maddie’s new young family that gave her the purpose and passion needed to turn her entire life around.
How did Maddie go from her own rock bottom to a new beginning?
Maddie came to Big Uppetite with a dream to grow online, to help men and women who have felt the same despair rebuild hope through health. The brand was built true to her vision as a founder, and Functional Fat loss was registered in Australia.
When you build a startup, you need to establish the following.
Why
What’s your why, why are you here. Maddie has such a strong vision, mission and purpose. This was obvious, it usually is. You are your driving force when times get tough and results are slow, and as a start up, it can be a slow build. Especially when you haven’t launched yet and you literally are building.
What
How do you solve the problem of your market? As an online coach, it’s largely indifferent to your competitors. Most coaches communicate heavily on features & benefits:
Exclusive client app access
Periodised program design
Custom calories and macros
One on one check-ins
Community
Sound familiar?
What you do is largely indifferent, this is why it’s important to determine your USP and positioning. Positioning is a long game, messaging is a short term game, you build your positioning overtime with consistent messaging. For Maddie, we launched Functional Fat Loss, targeting the ‘gen pop’ audience with simple messaging.
Clearly stating the solution “get a fast start on fat loss and see results in 2 weeks”. It might sound like marketing puffery to the evidence based coach but it strongly hooks the market we are targeting.
How did Maddie make $10,000 in her first week with 100% ROI?
“At the start I remember saying to you if I spend this money it has to work and every piece of advice you have given me I have listened to and tried
Life has thrown me curve balls but if I can come back from anorexia and a drug addiction I can build a business that gives my husband the option to retire”.
Before the omni-channel marketing strategy we put together even had time to work, Maddie launched strong following immediately actionable tips.
A client winback campaign: Executed over SMS marketing and emails, we notified her former clients that Maddie is now offering the solution to their problem, online. Perfect for rural communities and clients who can’t commit to travelling to sessions, we saw instant uptake from here. Strategically worded with a follow up sequence, Maddie picked up clients right away.
A referral campaign: Incentivising her 20 existing clients to refer, we put together a compelling offer offering her market something they needed, a grocery voucher. “Feed your family for a week when you bring a friend to Functional Fat Loss”. It worked.
Strategic outreach: Reaching out to her inner and outer circle, leads, prospects, friends and family, Maddie spent at least 30 minutes a day engaging on social media. Simple & proven! Additionally, Maddie reached out to brands to collaborate with an outreach strategy we carefully create for our clients. Maddie picked up brand partnerships instantly!
What are the key learnings from Maddie and Functional Fat loss?
You can turn your passion into profit when you persevere.
Follow the plan proven to get results with online growth. Do the work and it will work for you.
We are so proud of you Maddie,
The Big Uppetite Team
