Goraw stall at an Expo
Since graduating in 2015, Andrej has created a values-driven venture known as Goraw desserts. A venture which all started when Andrej developed a business plan as a part of his MBA studies. We, the MBA Team sat down with Andrej to talk about his entrepreneurial journey, what led him to pursue an MBA and everything in between.
Tell us about Goraw desserts! What led you to start your own business?
Goraw desserts is a passion project that was born in my home kitchen. As someone who became more health conscious, I found myself struggling to satisfy my sweet tooth without compromising my values. I noticed that many of our favourite indulgent treats were often filled with nasty ingredients and artificial sweeteners, and that guilt-free options were often lacklustre and unsatisfying. Additionally, making healthier treats at home can be time-consuming and inconvenient.
That's when the idea for Goraw desserts was created. Our treats are made with simple, clean, certified organic ingredients that are free from GMOs, refined sugars, fillers, emulsifiers, preservatives, or colours. They are indulgently rich and creamy, yet still plant-based. When doing market research as to what was available for consumers, I saw that there was a gap in the market for organic, healthy, tasty, and convenient desserts, then I knew I had to act on it.
After trialling our concept at the Gold Coast farmers market and receiving overwhelmingly positive feedback, we invested in ready-to-eat, grab-and-go packaging with a spoon included and started approaching retailers. The combination of our delicious and guilt-free treats with the convenience of our packaging made us a winning choice for health-conscious consumers. It's been an incredible journey, and I'm grateful to have been able to share my passion for healthy and delicious desserts with the world.
What does a typical day at Goraw desserts look like for you?
A typical day at Goraw desserts for me involves a lot of problem solving, planning, and relationship management. Whether it's working with business partners, such as marketing firms, or managing key accounts with distributors or retailers like Woolworths or IGA, my focus is on ensuring the success and growth of our business.
Each new project or growth phase comes with its unique set of challenges, and it's my job to navigate this and ensure that we are always learning and improving. This means that we must have the in-house capability or partner with the right experts on a particular subject matter. Whether it be regulatory requirements to packaging design, NPD (New Product Development) and microbiology of food, national and global logistics challenges, and more, there's always something new and exciting to tackle.
Overall, no day is ever the same, and the intellectual stimulation of running a business is one of the things I love most about this experience.
What is your professional background, and how did this help you with your business?
Several of my roles were with large corporations, which gave me a great understanding of the bigger picture and the ability to manage key stakeholders from separate departments and sometimes even continents to achieve a common goal.
One of the highlights was working in the head office of Michael Hill Jewellers as a Project Manager working on global projects. This experience honed my skills in project planning, including managing timelines, budgets, and resources, which spilled over into running my own business. While the budgets were comparatively minuscule and the resources were often just me, the methodical approach to project planning and staying on track with each workflow has been invaluable.
This disciplined approach has helped me ensure that projects and tasks across many facets of the business receive the necessary time and attention they require, rather than merely managing the business on a reactive, day-to-day basis.
In addition to that, my time in sales and sales management has also been instrumental to my success as a business owner. Understanding customer behaviour, relationship building, and effective communication are all transferable skills that have proven invaluable in building relationships with retailers and customers alike. Persuasion and negotiation skills have also been critical in securing new business opportunities and partnerships. Overall, my professional background has been instrumental in my ability to run my own business effectively and efficiently.
What entrepreneurial challenges have you experienced along the way? And how did you overcome this?
As an entrepreneur, I have faced several challenges that are common to many startups, regardless of industry or product. One of the most significant challenges has been capital, as prototyping or proof of concept can often be achieved on a shoestring budget, but scaling up requires a significant increase in capital. To avoid getting stuck in this bottleneck, it has been essential to have a clear understanding of our future capital requirements. To overcome this challenge, I have taken the time to educate myself on the different types of funding arrangements available and have chosen the most suitable option for our situation ahead of time.
Another challenge I have encountered is the need for specialised knowledge in areas where my expertise is lacking. This is especially true in a values-driven business, where the founder's focus may be hyper-focused in one area, leaving significant gaps in others. For example, when scaling a food manufacturing business, I realised the need for specialised knowledge in food science and microbiology to assist with shelf-life validation and designing manufacturing processes with optimal quality in mind. To address this challenge, I have found the right people and entrusted them. This has included existing staff members with new responsibilities, new hires, and consultants who can assist with ad hoc projects in the required area.
Finally, entrepreneurship is a relentless rollercoaster of success and failure. The more innovative ideas I attempt, the higher the likelihood of failure along the way. To manage this, I have found it essential to have a plan, knowing where we are going, why we are doing it, and how we will achieve it. I have developed the discipline to stick to the plan regardless of the outcomes, and the resilience to keep going because there is a deeper purpose driving us forward.
What or who inspired you to pursue a values-driven MBA?
The decision to pursue an MBA was inspired by several factors. First, I have always had a passion for business and a desire to continuously improve my skills and knowledge. I believe that a strong foundation in business is essential for success in any field or industry, and I saw pursuing an MBA as a way to gain the expertise and insights needed to drive meaningful change.
I was motivated by a desire to align my personal values with my professional pursuits. As I believe that businesses have a responsibility to create value not only for their shareholders but also for society as a whole. And I wanted to learn how to build and lead organisations that also prioritise social and environmental impact alongside financial success.
What book would you recommend to an MBA student/alumnus?
Whilst different to many of my usual reads, "Can't Hurt Me" by David Goggins is an incredible book that I would highly recommend. This memoir tells the story of Goggins, a former Navy SEAL who overcame incredible adversity to become one of the world's most elite endurance athletes. Through drive, persistence and resilience. All which are directly transferable to business.
For me, it is a powerful reminder that we are capable of achieving so much more than we often think is possible, and that with hard work, determination, and a willingness to push ourselves to our limits, we can accomplish incredible things.
If you have a question for MBA Alumnus, Andrej Maletic, we encourage you to connect on LinkedIn.
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