It seems everyone today has some sort of side hustle. There has never been an easier time to turn your ideas into a fully fledged business.

Physiotherapist Randall Cooper started his side hustle Premax 12 years ago.

“My athletes would complain that the massage oils and warm up creams we used at the time left their skin greasy and uncomfortable, and it affected their performance. I did something about it,” he said.


How do you go about building your side hustle? Here are Cooper’s top tips for winning in your side hustle

Start small but dream big

Pick the smallest audience and customer base you can – maybe 50 people to start, and aim to win them over with your great product or service. If it’s good, they’ll tell others. Use Kevin Kelly’s simple notion of working towards 1,000 true fans. If you get there, then turn your side hustle into a real business.

Fund it yourself

Many people have a great business idea, but if you’re looking for others to invest in your next ‘big thing’ you’ll need to show proof of your concept (sales) and skin in the game (financial risk). Also remember, that the biggest slice of equity you’re likely to give away is the first – so get your business as progressed as possible before approaching others for cash.

Invest in learning

The Dunning-Kruger effect definitely applies to almost everyone who starts a business or side hustle. You’ll start off thinking you know it all, then quickly realise you don’t. It’s essential people dedicate some time, energy and money developing knowledge and skills on running a business. Do some short courses, read business books, find a mentor, and never feel shy about asking for guidance from the right people.

Get creative with marketing

You can have the best product or service in the world, however if no one knows – no one knows. Marketing budgets however are tight for most side hustles, so think of ways you can get attention without the big spend. When Cooper started his business, he spent weeks driving around giving samples to professional colleagues and staff at major sporting teams. The combination of a good product and making the effort worked!

Play the long game

Whilst so much attention is placed on the meteoric rise of tech giants like Google, Facebook and Uber, most businesses take “10 years to become an overnight success”. Be patient, keep learning, adapt, watch your cash flow and think more about your 5-10 year plan rather than putting all your chips in at the start.