Luke's $616K agency

Hey, it’s Guy & Farzan.

Surfed a few times this long weekend. Arms tired from paddling. Sunday brought soggy rain, so had an afternoon nap with Enzo the cavoodle. Now for this week's founder stories.

Reading time: 9 mins

In the mail today. 3 founder stories, 1 bit of founder advice, 1 quote

 Founder story 1 

How Luke turned a fresh start into a $616K agency, helping businesses across the Gold Coast find top talent

The Journey
- Grew up on the South Coast of New South Wales in challenging circumstances
- Worked multiple jobs during high school, including at IGA and a Chinese restaurant
- Became Australia's youngest FM radio Content Director at age 19
- Worked in multiple locations including Broome, Canberra, Dubbo, Goulburn, Jindabyne, and Nowra
- Started Coceptive Recruitment in 2019, commuting 4 hours daily between Batemans Bay and Canberra
- Weathered bushfires, floods, and COVID within the first year of business
- Rebranded to Whitefox Recruitment and relocated to Gold Coast in 2023
- Transformed personally, dropping from 150kg to 83kg while growing the business

The Evolution of Vision
- 2019: Founded Coceptive Recruitment, initially commuting between Batemans Bay and Canberra
- 2020: Scaled to a team of nine before COVID forced downsizing to just two people
- 2021: Rebuilt after pandemic challenges, focusing on both white-collar and blue-collar recruitment
- 2022: Rebranded to "Whitefox" to reflect resilience and adaptability
- 2023: Relocated the business from Canberra to Gold Coast for a fresh start
- 2024: Established as the most reviewed and trusted recruitment agency on the Gold Coast
- 2025: Reached $616,000 in annual revenue with national recognition and awards

Overcoming Obstacles
- Experienced childhood trauma and abandonment when his father left at age 8
- Faced bullying and social challenges throughout school years
- Built the business while commuting 4 hours daily in the early stages
- Navigated devastating bushfires that cut off access between his home and business
- Survived the COVID pandemic that decimated his initial team of nine
- Struggled with personal health, reaching 150kg before committing to transformation
- Battled mental health challenges, including two suicide attempts
- Built a business without connections, capital, or industry support

Today's Impact
- $616,000 annual revenue
- 5 employees
- Most reviewed and most awarded recruitment agency on the Gold Coast
- Successfully serves both white-collar and blue-collar sectors
- Personal transformation to 83kg - the healthiest he's ever been
- National recognition and numerous industry awards
- The only Gold Coast agency offering a 12-month replacement guarantee

Growth Strategies That Worked
- In-House Marketing: Invested in photography, videography, and branding from day one
- Human-First Approach: Built genuine relationships instead of transactional interactions
- Hyper-Local Focus: Fully committed to the Gold Coast market instead of spreading thin
- Creative Content: Used video storytelling to stand out in a traditional industry
- 12-Month Guarantee: Offered industry-leading 12-month replacement guarantee for all placements
- Quality Over Quantity: Targeted headhunting instead of relying on job boards
- Comprehensive Tech Stack: Implemented Loxo, Lusha, Quil, and VXT for operational excellence

Key Milestones
- Started career as Australia's youngest FM radio Content Director at 19
- Founded Coceptive Recruitment in 2019
- Signed first commercial office lease in Canberra
- Survived first-year challenges of bushfires, floods, and COVID
- Rebranded to Whitefox Recruitment
- Relocated to Gold Coast in 2023
- Transformed personally from 150kg to 83kg
- Established as the Gold Coast's top recruitment agency
- Received national recognition and multiple industry awards

"That one's personal. I've been through storms most people don't see — both in life and business. And no matter how heavy it gets, I've learned to hold the line. Because after every setback, there's always light. You just have to keep walking toward it. That's what resilience is."

Founder story 2

See how Bert left the U.S. for India and built a $23M burrito business

"India favors the patient. Fortune favors the bold, but India favors the patient."

This is Bert Mueller describing his journey building California Burrito in India. Today his company has 103 stores and $23M in revenue. But this success took 12+ years of persistence.

Here's the fascinating story:

→ Moved from Maryland to India in 2011 with just an idea
→ Raised $250K from friends and family for the first store
→ Had to build his own supply chain (even imported avocado trees)
→ Now operates 103 restaurants across India
→ Planning to reach 300 stores by 2030 with potential IPO

But the real insight isn't the numbers, it's the cultural adaptation:
- 2011: "I wanted somewhere radically different than the US"
- 2012: "We need to grow our own ingredients"
- 2018: "Elephants trampled 60 of our avocado trees"
- 2023: "India stretched me as a person"

The journey has its challenges:
- Extreme patience required to get things done
- Health scares (dengue and typhoid last year)
- Developing supply chains for authentic flavors
- Adapting international cuisine for local tastes

Then everything changed. Bert discovered that being part of India's economic growth story was deeply fulfilling.

Today's results:
- $23M in revenue
- 10% profit margin
- 103 restaurants
- Plans for 300 stores by 2030

Key insight about international business:
Success isn't about imposing your vision. It's about "letting India be India" and adapting. For Bert, embracing unpredictability was the secret sauce.

The best part?
Living comfortably on $1,200/month rent in a duplex with his own avocado tree, experiencing "this incredible once in a lifetime growth story" that is modern India.

Founder story 3

How a small-town engineer built a $550M media startup by simplifying news to just 60 words.

Studio Ghibli: Built on Art, Not Algorithms "How Hayao Miyazaki Stayed True to His Craft and Created Wealth & Legacy - A Masterclass in Building a $245 Million Cultural Empire While Refusing to Compromise on Artistic Vision."

The Journey
- Founded in 1985 by Hayao Miyazaki, Isao Takahata, and Toshio
- Suzuki Miyazaki born in 1941 in post-war Japan, father ran an airplane parts company - Studied political science and economics at Gakushuin University
- Started career at Toei Animation in 1963, working his way up from in-between frames
- Co-directed Lupin III: The Castle of Cagliostro in 1979
- Created Nausicaä of the Valley of the Wind in 1984, the film that sparked Ghibli's founding
- Named the studio "Ghibli" after an Italian word for hot desert wind

The Evolution of Vision
- 1985: Founded Studio Ghibli to bring fresh air into the animation industry
- 1986: Released first official film Laputa: Castle in the Sky, establishing their unique vision
- 1988: Released My Neighbor Totoro and Grave of the Fireflies, showcasing their emotional range
- 1997: Princess Mononoke became highest-grossing film in Japan at that time
- 2001: Spirited Away won Academy Award for Best Animated Feature, cementing global fame
- 2002: Partnered with Disney for international distribution, facilitated by Pixar's John Lasseter
- 2022: Valued at approximately $245 million (36.6 billion yen)

Overcoming Obstacles
- Built during a time when the animation industry prioritized speed and profit over craft
- Survived early years on modest profits from previous films and brave investors
- Maintained commitment to hand-drawn animation while industry moved to digital
- Refused to create sequels, franchises, or merchandise-driven content
- Took nearly two decades to achieve international breakthrough
- Navigated global expansion without compromising artistic values
- Balanced commercial success with creative integrity

Today's Impact
- Studio valued at approximately $245 million
- Spirited Away grossed over ¥30.4 billion ($234 million) in Japan alone
- Films recognized with numerous awards including Oscar and Golden Bear
- Established as a cultural institution that transcends animation
- Created iconic characters that serve as enduring symbols
- Built multi-generational fan base across cultures
- Influenced artists and filmmakers worldwide

Growth Strategies That Worked
- Quality Over Speed: Prioritized hand-drawn animation and meticulous craftsmanship
-Strategic Partnerships: Collaborated with Disney for international distribution
- Controlled Merchandising: Capped merchandising profits at $100 million to maintain exclusivity
- Diverse Revenue Streams: Created TV commercials for Japanese brands while maintaining artistic standards
- Cultural Relevance: Addressed universal themes of environmentalism, spirituality, and humanity
Iconography: Developed instantly recognizable characters and imagery Artistic Integrity: Refused to compromise vision for commercial gains

Key Milestones
- 1984: Nausicaä of the Valley of the Wind success provided foundation to start the studio
- 1985: Official founding of Studio Ghibli
- 1988: Totoro became the face and logo of the studio
- 1997: Princess Mononoke broke Japanese box office records
- 2001: Spirited Away won Academy Award, first non-English animation to do so
- 2002: Partnership with Disney expanded global reach
- 2003: Spirited Away earned approximately $275 million worldwide

The Philosophy "You don't need to scale fast or sell out to win big. Ghibli grew deliberately. Its fans pay, return, and stay loyal not because they're sold to, but because they're moved. It's a masterclass in how art, business, and culture can meet without compromise."

"For startups and entrepreneurs, the lesson is this: you don't have to grow fast to grow big. Ghibli wasn't built on blitz-scaling. It was built on quality, consistency, and trust. Each film was a long-term investment in brand, community, and emotional resonance."

 Founder advice from Marshall Haas

I’m 35. What would I tell my 20-year-old self?

Not much.

Because if I knew how hard the journey would be, I might not have started.

Imagine a "career day" where they tell you what it's like to be a doctor.

They talk about med school, long hours, and the potential salary.

Now, imagine an entrepreneur stepping up and saying:

- "You’ll probably fail at 30 different ideas before one works."
- "You’ll doubt yourself more times than you can count."
- "It will be brutal."

Would you still go for it?

Truth is, grit is a requirement.

But there’s also beauty in being naïve.

That blind optimism that says, “Screw it, I’ll try anyway.”

If I had known how hard it would be, I might have hesitated.

And that hesitation would have cost me everything.

So what’s my advice?

Go for it, man.

Jump in, get punched in the face, learn, adapt, and keep pushing.

The struggle is part of the process.

👋 Hey 20 year old me, see you on the other side.

 A quote we loved

That’s it for this week.

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Guy + Farzan
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