Naughty Nutrition: What to STOP DOING to grow your health & nutrition business

[REAL ENTREPRENEURS] What These ‘Naughty’ Nutritionists Stopped Doing To Grow Their Business

Welcome to the first post of the REAL ENTREPRENEURS guest blog series!

I’ll be featuring a number of health & wellness entrepreneurs who are at various stages of their entrepreneurial journey.

They’re going to be sharing where they’re at right now! It will be real, raw and unfiltered. Just as life should be – when you’re grabbing it by the lemons, that is 😉

All of the posts in this series can be searched under the CASE STUDY category.


Launching an online nutrition platform has been one of the most difficult, busy, and incredibly rewarding experiences.

We say it as if we had a baby, but that’s really what it is — our new baby!

At first, it’s like, oh what the heck are we doing? How can we nourish this and raise it to be well adjusted and successful?”

Then things start to happen, you start connecting, start learning things you had no idea you would ever be interested in, you formulate a long-term plan, a strategy, and everything starts to fall into place.

You grow, you flourish and your hard work starts paying off.

But this doesn’t come easy and you definitely make mistakes along the way. A hard truth we’ve had to learn is how to accept the mistakes for what they are so that we grow and do better next time.

That’s why this article is more about how we didn’t grow our business as opposed to how we did.

Although this is more to show you the mistakes we’ve made, we also hope that it can shed some light on how those mistakes shaped us, personally and professionally – to bring us to where we are today.

We’re NAUGHTY NUTRITION (formerly The Naughty Nutritionists)

There’s a chance you’re still on ‘The Naughty Nutritionists’ platform checking it out, scoping the scene, but here’s the inside scoop…

We’re about to become ‘Naughty Nutrition’ because we’re completely switching things up!

The Naughty Nutritionists started in 2016 (ish) when we decided to create a cookbook filled with recipes developed by nutritionists nationwide. It was meant to be a hobby project, and our initial intentions were never to grow it into a business.

But, after receiving 150 recipes and realizing that publishing a book when no one even knows who we are wouldn’t help anyone, we decided to build a platform and start showcasing and promoting all those recipes online.

For anyone who’s thought of ‘hobby blogging’, it’s kind of a tricky thing. If you have no desire to monetize a blog, then your blog will basically be an online journal. No one will read it unless you ask them to.

We really wanted people to read our online journal, but something got disconnected along the way and the platform became more about making a dollar than our initial intention, which was the promotion of other nutrition experts.

The 5 Things These Naughty Nutritionists Stopped Doing to Grow Their Business

So, if you’re looking to grow an online platform (or even just a wellness platform of any kind), tune in because these are some of the top mistakes we made in the pursuit of our final goal.

Top 5 Things We Didn’t Do To Grow Our Nutrition Business

Like we mentioned, we started this to promote recipes from nutrition experts nationwide. But something happened and we got confused with everybody else’s opinions on how to create a thriving online platform as well as Done-For-You (DFY) programs.

1) LOST SIGHT OF OUR MAIN FOCUS

When we look back, our first program launch wasn’t what we wanted it to be; it was too generic, we were using marketing terms we didn’t feel comfortable with (because that’s how sales pages were supposed to work) and we weren’t happy with the results.

But, in hindsight, realizing we weren’t happy with the first program helped us hone in on what we really wanted to do and exactly who we wanted to be. This also helped us touch base with WHO our ideal client is.

LESSON LEARNED: Be true to yourself, what makes you happy and how you want to help people. Your business shouldn’t make you into someone you’re not!

2) DIDN’T DEFINE WHO WE WERE

They say that you should be able to describe who or what your business is in one sentence, but if you asked us in the beginning, it would come off as if we wanted to help everyone!

Being a nutritionist is great, but it’s going to be very hard to narrow down your target market if you want to tackle it ALL.

If you’re online, you really have to build a following of people that trust you, and that’s not easy. But, if you have a message that instantly connects with a certain type of person, that’s much easier. Click To Tweet

Figuring out who we really wanted to be, took a solid pow-wow and a really hard, deep look inward to realize what we DON’T want to be.

LESSON LEARNED: Looking into what you’re not or don’t want to be can really show you what and who it is you DO want to be.

3) DIDN’T START WITH A BUSINESS & FINANCIAL PLAN

No word of a lie we just finished our business plan and strategy at the end of 2017, phew!

We finally have a plan in place, an end point, something to work towards and a visual of how we’re going to get to where we want to be.A business plan is key. It gives you goals to aim for, a way to track your spending and earnings, a way to know where you didn’t hit your goals or targets and why. It's your business roadmap! Naughty Nutrition

We didn’t have a solid plan for the first year of launching our platform, and it showed.

Part of the reasons why we couldn’t clearly define who we were, was because we didn’t have an endgame in sight.

LESSON LEARNED: Start with a plan, end goal and track your progress along the way.

And yes, you *must* have a financial plan in place as part of your business plan.

There is a common misconception that online businesses don’t need a budget for their start-up!

LEARN MORE ABOUT THIS:

“9 Things No One Tells You When You Start An Online Wellness Business”

4) LISTENED TOO MUCH TO WHAT OTHER PEOPLE WERE DOING

We try to absorb as much good and useful information as we can, but one of the biggest mistakes we made in our earlier days was to listen to everything from a literal standpoint.

The funnel system is the only way.

You need to do ‘this’ with your Facebook ads.

People need to live, eat and breathe your story in order for them to connect to your brand.

Do this to drive X traffic and make XXX blogging.

Don’t get us wrong, there’s so much valuable information and great advice out there and we’re lucky to be living in an age where we have easy access to it.

But, if you’re listening too much to what other people are doing to make a buck, you’re going to get lost in what they’re doing and obsess as to why it’s not working for YOU.

LESSON LEARNED: Have a business plan and goals you can track, see what works best for you and come up with your own techniques tailored to YOUR business.

5) TRIED TO DO IT ALL OURSELVES

This is one of the hardest things to let go of when you’re just getting started. You might have limited funds, or are curious about learning all the skills, but trying to do it all can remove focus from what you do best.

You’re not a robot, you can’t do it all, and the important parts of your business may not get your full attention because you have spread yourself thin.

Businesses are investments, if you have faith in your success, have a solid business plan in place and a great marketing strategy (whether you outsource or not) that bit of money you spend outsourcing will come back into your pocket. Click To Tweet

That’s not to say you shouldn’t learn! We have learned so many applicable tools and strategies and feel very comfortable in the direction our platform is going.

Learning is great, knowing SEO, marketing, design, photography, copywriting, recipe development, meal planning…etc. are also amazing skills to have on hand when it comes to a nutrition business BUT you don’t need to be an amazing copywriter or photographer to have a nutrition business!

(And you don’t need to specialize in healing the gut if that’s not your thing!)

LESSON LEARNED: Figure out what you can do – and love to do. And what you can’t do, or don’t want to do. And if you’re really struggling in one area — outsource!

Knowing your mistakes, and learning from them is also going to be one of the most important skills you can learn, and take it from us, you will make mistakes (hey, we know we’re not done either), but that’s all part of the experience.

Just have faith in your fabulous ideas, keep learning and your business will grow!

Connect with Jenni + MimiNaughty Nutritionists: What Not to Do to Grow Your Business

Jenni Bourque & Mirna Sharaffedine are the co-founders of Naughty Nutrition – formerly known as “The Naughty Nutritionists”.

Our goal is to give you access to the most accurate, up-to-date, science-based health solutions alongside delicious, simple and healthy food. We’re 90% nutrition, 10% chocolate + 0% BS!

And if you want a safe space to ask questions or form discussions, you can always pop into our brand new group on Facebook, Canadian Wellness Bloggers