3 Goals That Propelled Our Business To The Next Level

February 24, 2021 16 Comments

3 Goals That Propelled Our Business To The Next Level

3 Goals That Propelled Our Business To The Next Level

In case you are new here and have not yet read our last blog post, Olive & Fig is a company lead by two extraordinarily passionate go-getters on the mission to build the business and life of their dreams.


George & I (Olivia) resigned from our reputable corporate jobs six months ago to pursue the side-hustle that unexpectedly and rapidly prospered during the heart of the pandemic.

The decision to leave our corporate jobs was not one we took lightly. We were risking stable jobs with consistent, solid income and entering unknown territory. There was (and still is) a significant element of fear in throwing caution to the wind and following our dreams. But in considering the opposite - working 30+ years in the corporate world believing your life is destined for so much more than climbing the corporate ladder - we knew we had to take the leap and design our own life. 

“It’s the possibility of having a dream come true that makes life interesting.” — Paulo Coelho, The Alchemist

We want to share our entrepreneurship journey in hopes to educate and inspire others who are currently taking or would like to take a similar path. We are constantly learning along the way and find it important to reflect on and share our experiences. It has been six months of full-time entrepreneurship and building a profitable business is neither quick nor easy. We hope to bring you along with us as we continue to post updates on our blog. 

For this post, we are sharing three goals that we set to achieve in the past six months that have been effective in propelling our business forward. 

A Bit Of Background 

While we were corporately employed, Olive & Fig operated as a side-hustle, a hobby, a passion-project with no real intention for it to become more than that. My goal in life is to fulfill my potential and so with that, I am constantly seeking to learn and test my abilities. With that mentality in mind, I took action to make Olive & Fig a legitimate company, side-hustle or not. The company was federally incorporated, a business bank account was opened and I created an ecommerce site with Squarespace (the first of it's kind in the Toronto grazing sphere). 

There was no long-term goal for Olive & Fig at the time it began (summer 2019); I was merely having fun, but also continually trying to live up to the lofty expectations I set for myself (to fulfill my potential and test my abilities). One example of a deceptively simple task was the company logo design. There were many iterations (below) before finally deciding on a final version. oliveandfiglogo

With George's input of course, Olive & Fig's first logo was the following:

With Olive & Fig becoming our full-time gig in October 2020, it was with no question that our first order of business was to build a stronger, more professional business foundation. And with full steam ahead, we began: 

Goal 1: Refreshing the Olive & Fig Brand

With George and I committing 100% to Olive & Fig, we began sharing our ideas for the business and agreed that a slicker, more professional look was necessary.

We spent hours and weeks designing our new logo and business card via Canva at local coffee shops (in the months this was permitted) like true budding entrepreneurs.

While I consider myself a perfectionist, George takes that term to the next level; we are able to balance out our strengths which lends superbly well to the business. We discussed fonts, spacing and taglines for days and the end result was something we are immensely proud of:


With a new logo underway, we also began refreshing our website. While I will always have a soft spot for the Squarespace site I built during my evenings eating pizza and drinking wine cross-legged on my couch, the place we needed to be was on Shopify as the platform provides so many functions that Squarespace does not, primarily being the addition of a delivery widget. 

We learned the ins-and-outs of the Shopify platform and began building the website we envisioned. We quickly learned that buying a Shopify template didn't mean you got all the fancy bells and whistles that they showed on their demos and that Shopify Apps were absolutely necessary to implement in order to have the website function as we desired it to. 

George and I built the website you're reading this on with no outside assistance other than good ol' Google. We learned how to code, we learned about SEO and we learned that great things don't happen overnight. After three weeks of several iterations of the site you see today and a lot of patience, we finally launched our final website and overall brand refresh on October 26th, 2020.

Our site definitely differentiates us from the many grazing companies that have since saturated the Toronto market and we take pride in its professionalism. We are one of few grazing companies that offer ecommerce as well as delivery throughout the GTA and surrounding areas. We are a leading player because of these offerings. 

With essentially all shopping today carried out online and the need for instant gratification, a manual order form that may take 24-48 hours to confirm is not the way we wanted our business to operate. 

We allow for a minimum 24 hours' notice and a click of a few buttons for your order to be confirmed and delivered on the date, at the time and to the address of your choosing (within our delivery zones). Potentially coming soon - a partnership with Skip The Dishes! 

While our site still requires tweaks to improve our customer experience, our hard work, attention-to-detail and corporate experiences have proved to be key elements to the success of our site, our overall business and brand. 

Goal 2: Rent A New Kitchen Space 

When we made the decision to become full-time entrepreneurs, we wanted and needed a commercial kitchen space to call our own vs a shared kitchen space or home-based business. While operating a home-based food business in Ontario may be possible with the proper regulations, health inspections and zoning, this would not provide the foundation for the scale of business we envision for Olive & Fig. 

With many administrative elements of the business to solidify and last year's holiday season fast-approaching, the hunt for our own space was initially a passive one and full-on efforts had to be (frustratingly) placed on the the back-burner. We visualized at that moment and agreed that our goal date to secure a new kitchen space would be January 15th, 2021.  

There must be a lot of vacant spaces due to the pandemic? 

While, unfortunately, many restaurants spaces were suffering and being sold due to the pandemic, they did not meet our needs or vision and to purchase a commercial space in such an unpredictable time was not something we could consider. 

We are a virtual brand and it is not currently in our plan to operate as a dine-in space in the near future, pandemic or not.

Our next blog post will dive into the rising trend and popularity of ghost kitchens - a new concept of which many brands around the world operate within.

Finding and securing a space came with much research, determination, hard work, creativity and an open mind. We reached out to business owners in the hospitality industry on Facebook, Instagram, Kijiji, via direct email, phone call and even visits in person as a part of our search efforts (never give up!). 

When searching the 'Food and Wine Industry Navigator Page" on Facebook, we messaged and subsequently met with the owner of a bar located in Bloordale Village in October of last year. 


While the owner was absolutely fantastic and we LOVED the aesthetic of the space, we unfortunately had to keep looking as location (in the middle of the city and not close to highways) and lack of parking were deal-breakers for us. 

Our next two kitchen tours occurred on Thursday, January 14th (one day before our set goal). The first was a catering kitchen in Etobicoke that unfortunately had been closed since last March due to COVID as they primarily cater to larger-scale events.

We found them after excessive researching when we discovered a site that seems to be the equivalent to an AirBnB for commercial kitchens - Kitchenlend. They were one of only three kitchens listed for daily rentals in all of Ontario. I emailed the owner and we set-up a tour with his partner and head Chef.

Although the location was further from home than the other locations we had come across, the kitchen tour was great and everything else met our requirements. A massive plus was ample counter space, an entire walk-in fridge, two separate entrances for delivery driver pick-up and not to mention that we would get the space all to ourselves! We decided to think about it as we had one more space to see the same day. 

That evening, we went to an art gallery and event space on Queen West with a catering kitchen for rent. Again, a beautiful space and trendy location, but parking and delivery driver accessibility was an issue as well as monthly price - way out of budget for us without much flexibility on their end. 

George and I took a couple days to decide whether the catering kitchen in Etobicoke was going to be the place for us or whether we should keep looking.

Goal Achieved - January 18th! 

After a few very pleasant phone calls and negotiations with the owner, we signed our agreement on January 18th for a new kitchen space. Given that December was blur and we had so little time in January, we believe that it was only the power of visualization which helped us achieved our goal - only three days after the date we had set for ourselves! 

Goal 3: Reach a Larger Audience

We entered entrepreneurship to follow our passions, to contribute to the community and to build a dream that otherwise we would not be able to create working for others. Without building our brand, our dreams would remain only dreams. With this thinking in mind, another 2021 goal was formed - to broaden Olive & Fig's exposure.

The Greater Toronto Area has a population of ~6 million and as at the date of writing our business is built on only 7460 followers on Instagram as well as thousands of monthly visits to our new Shopify site. However, our focus has always been on community and authentic engagement rather than mere followership. 

So imagine what Olive & Fig could be if everyone in the GTA was aware of our brand - but how do we do this? 

We are in the infancy of what Olive & Fig could become, so increasing awareness is key to building our business and our brand. Our dream is to offer everyone within our reach the opportunity to experience Olive & Fig and decide for themselves whether they can live without us or not :). 

While this is an ongoing and long-term effort, we have primarily focused on increasing our marketing efforts and presence on social media. 

Increased Marketing Efforts & Presence on Social Media

To help with expanding our reach, we engaged a stellar marketing team in mid-January that has already helped in generating thousands in revenue from their ad campaigns and social media consultation. 

We have also added LinkedIn and Pinterest as additional social media channels for our brand. We finally got around to updating our LinkedIn profiles, I wrote an article and started posting frequently. With my corporate career being in executive recruitment, I am fortunate to have almost 8000 professional connections with many engaging with my recent career change. With the power of analytics, we have been able to attribute LinkedIn as a source of many of our purchases.


We are still becoming accustomed to Pinterest, but with our products being extremely visual, I can only imagine the power that this platform will have for Olive & Fig. We also have a TikTok account, but barely being a millennial myself, that platform is going to take some time to navigate and perfect.

An Unexpected & Pleasant Surprise 



This Narcity article came as an unexpected and pleasant marketing surprise just before one of our business' most popular holidays - Valentine's Day. Not only was our photo used as the article's thumbnail image, but we were listed first on their list amongst staple and trendy Toronto companies such as Food Dudes and General Assembly. 

Extremely excited to see this, I tracked down the author and asked how she found us and why she chose to feature us. She told us that she discovered Olive & Fig through Valentine's Day hashtags and that "our company looks amazing." 

Sometimes effort can pay off in unexpected ways, the hashtags which drew Narcity's attention were recommend by our newly-hired marketing team (thank you Ben and Tyler!). 

Hundreds of followers and orders came through as a result of this feature. The power of a well-known online publication (and a fun, visually-appealing image of our Valentine's Day Box that George & I worked very hard to achieve, if I may add) can absolutely have a huge impact. 

In addition to our above ongoing efforts, we are grateful that our referrals and marketing expansion have led us develop many working relationships with major corporations such as Bell Canada, TJX Canada, KPMG LLP, TD Canada, PWC and Sanofi, among others.


While our order flow has increased and our reach has expanded, our marketing is ongoing and social media is not the only place we focus our efforts. Word-of-mouth, referrals and loyal customers are huge for us. Our branding, customer service, consistency and quality are significant ways in which we are constantly marketing Olive & Fig. 

Our Journey Continues

This is the beginning of our first year as a full-time business, as entrepreneurs and we have many more goals to achieve in 2021. We are not certain where this journey will take us or if it will ultimately become as successful as we imagine it to be, but George and I can only try our best. We are definitely enjoying the path and learning a lot along the way.

We have our wonderful, loyal Olive & Fig customers to thank for our success so far and we look forward to continuing to provide value to our community.

Stay-tuned for more updates on our entrepreneurial journey. We have a lot more of our many goals in the works as we change, influence and build our dreams and life. We're excited to take you with us. Here we go!


16 Responses

Trendy Living
Trendy Living

July 04, 2021

trendy living
trendy living
trendy living
trendy living
trendy living
trendy living
trendy living
trendy living
trendy living

Jeremiah Agware
Jeremiah Agware

June 28, 2021

Good day I am so grateful I found your blog, I really found you by accident, while I was browsing on Bing for something else, Anyways I am here now and would just like to say thanks a lot for a marvelous post and an all-round interesting blog (I also love the theme/design), I have bookmarked it and also added your RSS feeds. I really love the information you provided about the fast and furious here. Please do keep up the fantastic job. I hope you see my article about and waptrick


June 08, 2021

download facebook spy tool

bonjour apple download windows 10download latest teamviewer for windows 10best pc games free download windows 8teredo adapter download windows 10 freewindows movie maker download free deutsch freed link connection manager for windows 10 downloadgta 4 download for windows 10 64 bitdownload firefox free for windows 7 freeantivirus free download for windows 10 32 bit full versionwindows movie xp maker free download free
mib browser download for windows 10

download whatsapp for pc windows 7 32 bit

free adobe acrobat download windows 10

century gothic font free download pc

brain teaser games free download full version for pc

evolve network adapter download windows 10 free

download facebook lite for pc windows xp

download 8 ball pool for pc windows 7

free download 3d builder for windows 10

slideshow themes for windows 7 free download free

biohazard 5 pc game free download
bluetooth software for pc windows 7 64 bit free download
excavator simulator pc game download windows 7
windows movie maker for windows 8 free download filehippo free
call of duty 3 pc game setup free download

boost download speed windows 10
bobby carrot pc game free download
adobe acrobat reader for windows 10 pc download
geometry dash full version free download windows 10
free download full version for windows 10 64 bit

7 zip pc games free download
sims 3 game free download full version pc windows 7
real player 11 free download for windows 7 64 bit free
download adobe flash player for windows 10 32 bit
download game pc ram 4gb

download gmail app for pc windows 7
download game fifa online 2 pc
asphalt 9 legends windows 10 download
ftd2xx dll windows 10 download
download beyond compare for windows 10

download diskmaker x for windows free

bose qc35 driver windows 10 download

egg games free download for pc

belkin f5u103v windows 10 driver download

download game prototype 1 pc

aorus graphics engine download windows 10

downtown run pc game download

download nox for pc windows 7

opera mini for windows 10 pc free download

logitech download assistant startup windows 10 free


June 07, 2021

free download vlc for pc windows 10free vice city game download for windows 10download microsoft visual basic for windows 10pc icons download windows 7clean master download for windows 10clue for pc free downloadwindows 7 64 bit drivers download free freescientific calculator free download for pc windows 8barbie secret agent pc game free downloadcandy crush saga free download for pc windows 10
windows 10 download pc games

download 3d pool game for pc

candy crush saga download for pc windows 8.1

best puzzle games for pc free download full version

fable 3 windows 10 download

alien shooter 3 pc game free download full version

rsat for windows 10 download free

fingerprint software download for windows 10

gta san andreas download pc windows 7 free

dream league soccer 2017 free download for pc

ubnt discovery tool download for windows free
windows 10 pro download 64 bit for pc
ardour free download for windows 10
android root for pc free download
deep freeze software for pc free download

wifi map for windows 10 free download free
adobe photoshop 6.0 free download for pc
diary free download for pc
free windows vista sound driver download free
alienrespawn windows 10 download

fs 14 game free download for pc windows 7
burnout paradise big surf island free download pc
download facetime for pc windows
idrive download windows 10
download java for 64 bit windows 10 free download for windows free
download kodu game lab free pc
download driver lenovo g400 windows xp free
bluetooth pc download free windows 10
free download pc cleaner for windows 7 free

limbo pc emulator windows 10 download

fallout 1 download windows 10 free

download minecraft java edition windows 10

music player software free download for windows 8 free

c++ programming software for windows 10 free download

bluestacks for pc download windows 10 32 bit

kodak i2800 scanner driver download windows 10

download free video editor for windows 10 without watermark

audio converter pc free download

xvideoservicethief 1.7 1 free download for pc windows 7


June 06, 2021

autocad 2007 64 bit free download windows 8 freecisco usb console driver windows 7 64 download freech340g driver windows 10 64 bit download freecontra pc game free download for windows 7hp truevision hd webcam driver download windows 7 freebluetooth for laptop windows 10 free downloadwindows 7 digital clock gadgets free download freegta vice city download for pc windows 7line windows 10 downloadinternet explorer version 9 free download for windows 10
download windows password recovery tool full version free free

bluetooth windows 10 download pc

ebay icon download windows 7 free

download bluetooth device for pc windows 7

windows 8 oem iso download for hp free

instagram for pc windows 10 download

microsoft virtual wifi miniport adapter driver download windows 7 free

fifa 19 pc game download

burger shop 2 free download full version pc

free pc games free download full version for windows 7

download conexant smartaudio hd windows 10
fifa 2008 game download for pc
classic solitaire for windows 10 free download
commando game download for pc free
internet explorer free download for windows xp 32 bit free

blackberry desktop manager software for pc free download
mozilla firefox 32 bit windows 7 free download free
java download windows xp 32 bit offline free
app store free download for windows 10 free
bacchikoi game free download pc

free adobe reader windows 10 download
java for windows xp download free free
bitdefender total security download windows 10
call of duty pc game full version free download
download icon folder windows 10

download disassembler for windows 10
brick breaker ball game free download for pc
download heic codec for windows 10
download windows 10 virtual
bomberman download pc windows 10

download puttygen exe for windows 10

free games for windows 10 free download

digital voice recorder software for pc free download

gmail application download for windows 10

free download chrome for windows 10

download chrome for windows 10 64 bit free

final cut windows 10 download

visual studio free download for windows 10 64 bit free

asus motherboard lan drivers for windows xp free download free

amiduos download windows 10


June 02, 2021

знаки зодиака дева камни
знак зодиака камни козерог
турмалин камень знак зодиака
знаки зодиака камни лев
камни знаки зодиака даты

знаки зодиака камни дева
драгоценный камни знакам зодиака
знаки зодиака камни планеты
телец камень знаков зодиака
гематит камень знак зодиака

камень знаков зодиака рыбы

знаки зодиака близнец камень

знаки зодиака близнецы камни

камень знака зодиака скорпион
знаки зодиака камень
рыба камень знака зодиака
камень знака зодиака рыб
камень стрельца знака зодиака


May 16, 2021

музыка бесплатно 2021


May 16, 2021

песнь песней мп3


May 16, 2021

слушать музыку бесплатно без остановки


May 16, 2021

песни хороши mp3


May 15, 2021

лучшее mp3 бесплатно


May 15, 2021

бела бела песня


May 15, 2021

песнь песней мп3


May 14, 2021


May 12, 2021


May 12, 2021

Высокорамные полуприцепы, Успехспецтех Объявления.

Leave a comment