Scaling a brand brings a different set of challenges than launching one. In this section, the founder reflects on the transition from instinct-driven decisions to building repeatable systems, sharing lessons on hiring, delegation, and maintaining momentum while navigating rapid growth. A candid look at what changes when a business moves from founder-led to team-led.

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When acquisition costs started rising, the team realised the answer wasn't simply spending more. This case explores how a stronger focus on retention, customer experience, and creative testing improved overall profitability while reducing dependence on paid media. A practical example of how sustainable growth often comes from optimising the entire customer journey rather than a single channel.

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