May 8, 2021

How two Australian mothers launched a thriving business that makes them $210k a MONTH

Two Australian mothers who saw a gap in the market for organic children’s products  built a multi-million business starting with just $500 dollars each. 

Alisa Latto and Danni Crews, from Perth, launched 123 Nourish Me in 2016 when they could not find organic goods for their children. 

The business, which sells items such as sunscreen, hand wash, sleep balm, and packaged treats, started in their kitchens with the friends making products themselves from scratch. 

Now, their successful venture garners $2.5million a year- or $210,000 a month-pumping out between 150 to 200 orders a day. 

Perth-based friends Alisa Latto (right) and Danni Crews (left) launched 123 Nourish Me in 2016 with $500 each

‘The beginning was incredibly humble. We had just enough to buy the real basics and the raw materials, starting from a simple basepoint,’ Ms Latto, who has twin boys, told news.com.au. 

The pair promoted their products on social media where they instantly attracted interest, with daily orders surging five-fold to about 50 within the first 12 months.  

At the time, the youngest of Ms Crews’ three children was just a newborn, often cradled on her hip as the women prepared goods in their homes.  

As sales boomed, the business expanded, now comprising of eight female staff.

But the journey has not been a smooth ride, with the mothers revealing there have been bumps along the way.  

‘There were two big hurdles at the beginning. We slipped up because we got advice from branding companies and removed our elephant from the logo. The rebrand looked too professional and clinical and we lost customers overnight,’ Ms Crews said.

‘We listened to the experts that you have to look a certain way, but it wasn’t aligned with our audience.’

The mothers became inspired to start the business after realising there was a gap in the market for organic children's products. Pictured: Their Wellness Warrior essential oils

The mothers became inspired to start the business after realising there was a gap in the market for organic children’s products. Pictured: Their Wellness Warrior essential oils

The business sells items such as sunscreen, hand wash, sleep balm, and packaged treats

The business sells items such as sunscreen, hand wash, sleep balm, and packaged treats

All products are manufactured in Australia, with the team offered flexible working options to support mothers in the workplace.   

The line has built a community of followers, with 66,000 fans on Facebook and more than 17,000 on Instagram, and is now available on Amazon Australia. 

This year, the brand’s best-selling product Sleepy Head Balm won the Favourite Baby Sleeping Aid Product category in the My Child Excellence Awards and their Magic Sprinkles were voted as a finalist in Favourite Toddler Food.   

The organics range is also dedicated to being environmentally responsible and uses sunscreen ingredients that will not harm ocean ecosystems. 

The mothers, whose friendship extends more than 25 years, said the focus was never on money, but about assisting kids’ health by getting their products into as many homes as possible. 

Ms Crews, a family therapist, and Ms Latto, a writer who has studied nutritional medicine, herbal medicine and health sciences over the past decade, also pen blogs on their website using their respective areas of expertise. 

For mothers wishing to kick-start a business, they recommend doing market research to find a gap in the market and develop a niche. 

Ms Latto said choosing something your passionate about is key to tackling obstacles as they arise and a product or service that extends your own values.  

Ms Latto said those starting a business should choose something they are passionate about and is an extension of their values

Ms Latto said those starting a business should choose something they are passionate about and is an extension of their values

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