Why a startup can die, but our mission live on

For 18 months, I worked tirelessly to build my first startup Nourish’d.

We built a food-tech platform delivering food to businesses from our bedroom with no tech, startup, food or delivery experience and about £300 of seed money.

Along our journey we built our tech ourselves, we hired 16 people, fired 1, we launched a production kitchen, we delivered breakfasts and lunches across London and we worked with over 40 clients.

In October we were ready to close our second funding round (led by JustEat), but instead we shut down the business.

I want to share my reasons for making that decision to give people the freedom that walking away might be the right thing to do if you can come back stronger to fulfil your mission.

So where to start…. Back in October, knowing that we were about to close our funding round, my co-founder and I decided to spend the weekend discussing our progress.

Had we hit our targets? Were our projections realistic?

The answers were “No” and “No”.

One of our original assumptions was incorrect… we had not retained clients often enough. We would likely reach profitability but the business’s scalability wasn’t there.

We‘d never been looking to run a lifestyle business, we had aspirations of scaling our business as far as we could.

There was more damning news, we both admitted that we had started to fall out of love with Nourish’d. We’d set out with a mission to make people happier but our service wasn’t having the lasting impact.

For the first time I felt there was life outside of Nourish’d. It no longer had the potential to give us what we wanted.

An hour later we were sitting in Spitalfield’s Market ready to shut down the business.


From this point, continuing Nourish’d would have been out of a sense of pride not to “fail”.

By taking the investment we were in danger of becoming trapped by the very thing that was meant to give us freedom.

Nourish’d was our first vehicle to fulfil on our mission to help people be happier.

It had enabled me to learn so many skills. However, it was no longer the best vehicle to fulfil on this mission.

Since closing down Nourish’d I feel free. It is strange being back in the world and looking for opportunities with all of the things that I have learnt.

I am a different man to the one that shyly sold to our first client, that nervously pitched for investment, that was scared to hire our first team member.

The Nourish’d journey has given me the confidence and self belief to do whatever I want in my life.

I am such an advocate that you have to go through adversity to grow. We could have closed Nourish’d a hundred times, but we never did because we new we were quitting before the race was run.

However, we quit only when we knew Nourish’d could no longer give us what we wanted, and I’m so glad that we did. I don’t feel like we’ve failed, I think we’ve just given ourselves the chance to come back stronger.

I am an entrepreneur on a mission to help people live lives they love.

Nourish’d was the start of this journey, Nourish’d may have died, but the mission hasn’t, all that has changed is my level of experience and skill.

So what is next?

Our journey with Nourish’d was an incredible battle to live powerful lives and breakthrough all of the thoughts and habits holding us back. We learnt so much about how to do that.

We are building a community that focuses on making people happier.

This business has been 5 years in the making but now we are building a global movement that will change the Gross Happiness Level of Society.

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