Boost Juice founder Janine Allis launches The Business Academy with branding expert Matt Purcell

Boost Juice founder Janine Allis launches The Business Academy with branding expert Matt Purcell

KYU Media founder Matt Purcell (left) with Boost Juice founder Janine Allis (right).

Sydney-based branding expert and KYU Media founder Matt Purcell is once again going into business with one of his former podcast guests, as he joins forces with Boost Juice founder Janine Allis to launch The Business Academy.

The Business Academy co-founders highlight the latest data from Small Business Matters from 2023 that shows 43 per cent of small businesses are making zero profit and 75 per cent report they are earning less than the average Australian wage despite putting in significantly more time and effort.

In response to this predicament that many founders find themselves in, they designed a four-day course that delivers hands-on, practical business education and guidance based on the lived and learned experience of growing a global brand.

Allis describes The Business Academy as a program she wishes had existed when she first took a major risk in starting Boost Juice in 2000.

"I started Boost Juice with no business experience from my kitchen table while managing the chaos of three young children. We risked everything, including our family home. The journey was filled with mistakes, but each one taught invaluable lessons," she explains.

"Today, I can look outward and say business is simple, but we overcomplicate it and focus on all the wrong things.

"That is what we are teaching in this program, and our approach is straightforward - it's based on real-life experience, not just theory. The Business Academy is borne from all the lessons learned while actually doing business, not just studying it."


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Matt Purcell, who originally co-founded his creative agency as Mentored Media with Yellow Brick Road founder Mark Bouris before the latter eventually exited and the company was renamed, highlights the importance of guidance in entrepreneurship.

"For business owners, it’s often not about a lack of resources, but a lack of clear next steps. Where do you invest? How do you manage growth?" says Purcell, who won the 2023 Sydney Young Entrepreneur Award - PR, Media & Events.

"Guidance is incredibly undervalued in business. The best way to grow is to learn from those who’ve actually done it – and Janine is a prime example of real-world success."

The KYU Media founder interviewed Allis in late 2018 as part of his The Examined Life with Matt Purcell podcast which has also included guests such as Bouris, Dr Suzy Green of The Positivity Institute, KingKong founder Sabry Subi and The Entourage founder Jack Delosa.

KYU Media has run campaigns for the likes of American Express, Land Rover, Sony, Westfield and the Wallabies, and Purcell also runs the course Social Kung Fu, providing verbal self defence and confidence training for schools.

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