Lynda Scantlebury, Founder of Inner Ego and The Pure Press has a passion for healthy living and eating. She started her cold-pressed juice business Inner Ego in 2013 when she became curious about alternative options to treat her gluten intolerance and realised that there was a market for juice cleansing.
The rapid growth of Inner Ego saw Lynda’s brand grow to encompass some of Australia’s best health and wellness products, giving people the gift of vitality and holistic wellness.
What is the vision for your business?
I started Inner Ego because I wanted to make amazing juice without preservatives and sugars for people, as the only juice available was store bought. I know how annoying and time consuming it is to buy produce and make your own juice at home and so Inner Ego gave the ability for people to get quality products delivered to their home. My vision is for Inner Ego to be more than just juice, and to sell other products and be at the forefront of health and upcoming trends.
Was there a significant turning point when you decided to become an entrepreneur?
I have a gluten intolerance and I googled alternative treatment options and juice cleansing came up. I did some research and found that there was no one making cold-press juice cleanses in Perth so I decided to start a business. I wanted to cure myself and as soon as it started working I knew I could help others and that there would be a market for it.
What was your initial marketing strategy, and how has it changed?
When I first started it was all Instagram. But I did have a Facebook page that I rarely checked or posted too. I literally just posted twice a day on Instagram and the orders started flooding in. Word of Mouth was also very powerful, especially as 5 years ago, juice cleansing wasn’t really heard of and we were “that great company” on Instagram that everyone wanted to try and everyone told their friends about. It was really easy – we were very lucky as back then we didn’t have to pay for advertising offline or online.
These days, health has become so popular and there are more people doing what we do so we need to set ourselves apart which is why we do the food and the soup and pay for online advertising. I find health is becoming overwhelming for consumers and people are more aware and cautious of businesses making health claims so this just makes it harder for us compared to what it was like at the beginning.
What has always worked best for us has been to tell people the truth. I have always told people the truth and sent them away to other things if juice cleansing wasn’t going to work for them.
What do you think was the biggest mistake you made in business?
Not believing enough in myself. If I could go back I would have invested more in the business. I was too cautious and should have capitalised in it more and spent the money. For example, instead of getting a proper website I built it myself and in the last 5 years I have rebuilt my site 3 times. I should have just done things right from the start.
Who do you look up to in business?
The company Moon Juice in LA. They are super innovative in their recipes and what they do. I find American companies are so far forward in health compared to Australia so it’s always interesting to look at what they do – they are next level.
What was the best advice that you have been given?
To believe in yourself and know your strengths. I find many people who start a business are too scared to outsource and try do everything themselves and this isn’t always a good thing. Stick to your strengths.
Other than Inner Ego, what other hats do you wear?
I also run The Pure Press which manufactures and distributes Almond Milk. It is stocked in IGA’s and a few other local shops.
What is your favourite thing to do in your downtime?
I love watching movies especially really cheesy sci-fi films. The matrix is my all time favourite.
Outsource the skill or learn the skill?
Outsource the skill. Unless you’re passionate about it then definitely up skill. But know your strengths and get the right people in to help when you need it.