Sharon Thurin turned a simple idea into an incredibly popular international business. Slim Secrets is a true Australian success story, bringing healthy, appealing, and guilt-free snack options to fans from her local area to celebrities at the Oscars.
Rescu. caught up with Sharon to find out her secrets to success and how to start a successful small (and expanding) business.
RESCU: What were you doing before you started Slim Secrets?
Sharon Thurin: I have done many things before my career led me to starting Slim Secrets in late 2005.
My most recent job prior to setting up Slim Secrets was assisted specialists in starting up an anti-ageing clinic, I was working with clients as a Health and Wellness Coach and it was this role that led me to the idea of Slim Secrets.
I have Arts/Law degree and Diploma of Education but spent the bulk of my early career working with my husband Peter in his pharmacy business while looking after our young children (they are all now in their twenties).
I also wrote a bestselling first aid book aimed at children with my sister-in-law with part of the proceeds going to SIDS.
RESCU: You’ve experienced huge success in the health food market since 2005. Tell us about the inspiration behind Slim Secrets and how you started.
Sharon Thurin: I made the move to launch Slim Secrets while I was working as a weight loss coach.
It concerned me how many overweight patients I had and how their weight issues usually affected their overall health. It was during this time that I saw a gap in the health/wellbeing market for on-the-go snacks that were nutritionally balanced, didn’t contain aspartame or artificial colours, tasted great and that were also a bit cheeky (most of the other products available were either geared towards the body builder or the ‘let’s start a diet on Monday club’).
I thought this was a good idea as a hobby to help my clients out and after discussing it with my target market (clients, friends and family) decided to start this adventure.
Little did I know that the so-called hobby would be become this rapidly expanding global business!
RESCU: How did you manage the transition to business owner whilst juggling that and your job as a mother of three?
Sharon Thurin: My kids were aged 13, 19 and 20 when I launched Slim Secrets so the transition was not as tricky as if they were younger. I started operating my business from home, which also made it easier.
With different parts of the business outsourced, I didn’t need to be in an office and to be honest it’s the thing I still love most about what I do – being able to work from home (usually with my exercise gear on) and be there if any of my kids wanted or needed me.
My family is amazingly supportive and have loved watching the Slim Secrets brand develop and grow, with all of them playing a part in the business in some shape or form. This has definitely made it easier as they could see what was happening.
RESCU: Was there a moment you realised that Slim Secrets was going to be a success?
Sharon Thurin: I still today scratch my head in amazement at how something I thought would be a small range of three health bars for my clients has grown into a global business.
I think the moment I saw the products on the counters of Boost Juice nationally and in Coles supermarkets within the first six months of launching I thought the potential was there.
I really realised that Slim Secrets was going to be successful when I was getting emails from customers thanking us for helping them find a solution to their snacking dilemmas and reaching their goals. Truly the most satisfying of everything that has been accomplished!
RESCU: What was your biggest hurdle in your business start-up and how did you stay motivated enough to work through it?
Sharon Thurin: There were many challenges that had to be overcome in the early days and some that continue today.
Initially challenges included my lack of knowledge in the area of food, labelling and lack of business experience as well as being a new brand and competing for shelf space with some of the better-known large brands.
Having a brand with unique characteristics helped to overcome the challenge to prove to distributors that Slim Secrets would be a success.
RESCU: What does your average day look like now?
Sharon Thurin: My daily role is very diverse and can include; marketing, accounts, sales, production, new product development, customer support, export management and more.
I love the fact that my day is never boring. I can be doing invoices one minute, working out an online strategy the next, liaising with distributors, chatting to customers, tasting new products, chatting to my overseas countries…and that can all be in the space of a couple of hours!
Of course whilst there is never a dull moment in my day I also have very little time out during the day and often at night (with exports) and all the multi-tasking can be very stressful! Then it’s time for that massage or time out with my family!
RESCU: How has the role of your work life in your home life changed over the last ten years?
Sharon Thurin: My motto is “work hard, play hard” and I am loving all aspects of my life and making the most of everything.
As I only have my 21-year-old son at home now who is very independent, everything in my work and home life has changed.
I don’t need to think so much about “looking after” my children and can now spend time on myself as well as travelling and enjoying non-working time with my husband Peter.
I do however spend less time cooking and cleaning as my workdays can be very long and often take me into the evenings.
RESCU: What would you say your career highlights are at this point?
Sharon Thurin: I’ve had many career highlights but the main milestone achievement would be growing a brand from scratch to be a well-recognised and respected brand in Australia and stocked in 10 countries around the world.
In the very early days of Slim Secrets, it was a highlight to see the range on front counters of Boost Juice nationally and now it would be our impending US license agreement for 2014.
Over the years we’ve also won a number of awards including; the Healthy Eating Awards, Smart Company Best New Product Award and being chosen as the Victorian finalist in the Telstra Business Women’s Awards.
This being said, every time we get positive emails from our customers about how they love the brand and the range has helped them with their health goals is a big highlight for me!
RESCU: Looking back, can you think of the best and worst decisions you made whilst building Slim Secrets?
Sharon Thurin: The best decisions I have made are:
- Involving my family and working from home
- Manufacturing our products in Australia
- Getting involved in some great PR and sponsorship opportunities such as having our product in the Oscars gift bags, sponsoring Miss Universe and many more
- Outsourcing most of my business
- So far my choices in people that have worked with me have been great ones!
The worst decisions:
- Being too trusting of a few people I met along the way
- Not delegating enough, it can be hard to let go but I am learning
RESCU: What’s next for Slim Secrets? How do you plan to continue staying on top in a market that is becoming more and more saturated by the second?
Sharon Thurin: We have some very exciting activity in the pipeline including innovative new products and expansion into the US under a new license agreement.
Yes the market is becoming saturated but I think it is our philosophy that sets us apart, we’re all about finding healthier ways to have it all – not extreme dieting!
We keep ahead of the trends such as gluten intolerance and other allergies and use quality ingredients in our products. We are one of the few brands that are nutritionally balanced and are a real lifestyle brand with fewer calories and of course products that taste great!
We are excited about the future for the health and fitness market and have some exciting marketing planned for 2014/15 to continue our growth.
