Today, we’d like to introduce you to Mikhail Sidorenko.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
It all started in 2015 with a simple idea and a conversation about turning a healthy, balanced meal delivery service into a business. I was deeply captivated by this idea and set out to make it a reality. However, since the market for healthy meal delivery was virtually non-existent, I had to learn everything about building and launching a business from scratch.
This meant going to the first client’s house to take orders, preparing everything in a home kitchen, creating recipes, learning how to build a website, and advertising. However, the most crucial and challenging task was explaining to clients how our service could make their days easier and improve their health.
Within a year, we had built a base of 50 regular clients, and a small staff, and shared a kitchen with other companies. We realized the market had formed, and for us to grow, we needed our kitchen. After another seven months of construction and renovation, we opened a new kitchen in North Miami.
This move increased our growth tenfold, reaching 300 regular clients. By fine-tuning the entire cycle from marketing to sales, kitchen operations, packaging, and delivery, we understood that we wanted to be number one in Florida for producing healthy, balanced meals. This led us to the decision that we needed a production facility.
In 2022, we opened a commercial kitchen at Miami Shores specially designed for meal prep. Today, we serve 450 regular clients, amounting to 15,000 meals and 1,200 deliveries a week. We cover all of Miami-Dade and part of Broward County. Our goal is to cover all of Florida by the end of 2024.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
The most challenging aspect was conveying to our customers the importance of understanding what they consume and how meal preparation can significantly ease their lives. It helps save time and money while eliminating the hassle associated with grocery shopping, cooking, and cleaning dishes.
Another considerable hurdle was establishing our operations. Meal prep delivery service is a complex business involving numerous facets that require seamless integration for the convenience of both our team and customers. It felt akin to diving into water without any swimming experience.
However, the driving force behind my perseverance was the realization that if I could find a way to make this work, I could address a daily issue affecting billions. Every day, approximately 9 billion people face the same question: “What will my family and I eat today?” This commonality was my motivation. Regardless of the situation, meals are a necessity that people cannot skip.
During my tenure in the restaurant industry, my primary concern was always the wastefulness associated with food. From the outset, my goal was to achieve a zero-waste kitchen, and I am delighted to announce that we have accomplished this. We have developed our software and operations to ensure no food or leftovers are wasted.
Can you tell our readers more about what you do and what you think sets you apart from others?
I moved to the United States at 21 to study at Boston University, facing the challenges of not knowing much English and having no money. I started working in a small food place, beginning as a dishwasher, then learning to cook, and finally worked my way up to being a server, bartender, and manager.
These jobs in the food business taught me a lot and helped me start my own business. I love learning new things, which is why I have earned many certificates in different areas. I’ve worked as a bookkeeper, lawyer, triathlete, soccer referee, and scuba diver. But at heart, I see myself as a businessman, focused on creating things that make life easier and more enjoyable for people.
Networking and finding a mentor can have a positive impact on one’s life and career. Any advice?
I’m not sure. When I was younger, I always had big dreams about what I could do and who I could be. Here’s my first piece of advice: always Dream BIG. I learned something important when I was 16: there’s no magic way to succeed, and no one will just give it to you. You have to work hard and learn a lot to make your dreams come true.
After I finished college in Russia, I got a job at a big company. There, I met the person who started the company, and he showed me how he built it from nothing. Now, he’s even mentioned in Forbes magazine. Seeing what he did made me want to see if I could do something like that too. But right now, in Russia, it’s not easy to start a business.
Even so, I still look up to big names in business like Elon Musk, Jeff Bezos, Steve Jobs, and Bill Gates. Running a business is tough. It takes a lot of hard work, and you have to be ready to handle big problems. This is my challenge now.
Pricing:
- Our meals start from $12
Contact Info:
- Website: https://afmeals.com/
- Instagram: https://www.instagram.com/athleticsfitmiami/
- Facebook: https://www.facebook.com/AthleticsFitmeal/
- Twitter: https://twitter.com/AthleticsF38334
- Youtube: https://www.youtube.com/@AFmeals
- Yelp: https://www.yelp.com/biz/athleticsfit-healthy-meals-plans-service-miami-shores
