Founder Series: The Messy Middle

The leap, the doubt, and what we refused to compromise on

Every brand has a beginning.

What people don’t often see is the messy middle - the part where things are uncertain, expensive, exhausting and not yet validated. The part where you’re working 80-hour weeks and still wondering if you’re crazy.

This is that part of our story.

The Leap

Turning matcha into Matcha Society wasn’t one dramatic moment. It was a decision we kept making, over and over again.

Yes to investing our own money into the product.
Yes to sacrificing time.
Yes to building something we weren’t technically “qualified” to build.

Alan

Balancing full-time work while building MS as a side hustle meant I was working close to 80 hours a week, 40 hours in my existing employment, then straight into Matcha Society. There were real-time constraints. That’s a big commitment.

On top of that, I was trying to maintain fitness. For me, that wasn’t optional. If my mind isn’t fresh, I can’t think long-term. So even in the busiest seasons, that discipline stayed.

The financial investment felt heavy. Packaging alone has a million combinations - colours, finishes, sizes, and all of it is overwhelming when you’re funding it yourself. Product businesses are expensive before they’re profitable. You’re committing money to something that hasn’t proven itself yet.

But if it’s worth doing, it’s worth doing well. And not many things are worth doing.

So we committed.

What Felt Scary

Samantha

Fear of the unknown was the biggest thing for me.

In healthcare, I knew what I was doing. I had qualifications. Structure. Experience. With Matcha Society, I was stepping into something completely different. No guarantees. No roadmap. Just instinct and research.

You don’t realise how many tiny details go into building something physical until you’re doing it yourself. Colours look different in print. Samples don’t match expectations. Minimum order quantities force big decisions. Every choice costs something.

Cashflow was tight. Building partnerships was harder than I expected. Behind every polished product are spreadsheets, negotiations, shipping timelines, testing, redesigning packaging and risk.

It’s not glamorous. It’s detail and pressure.

We wanted Matcha Society to feel elevated, intentional and fresh — not generic. That standard made everything slower. But it also made everything better.

The Early Struggles

Alan

We were learning everything in real time.

Negotiating contracts. Setting pricing structures. Discussing marketing campaigns with established brands like Perfect Stranger, Universal Store, Lovisa and Embryolisse - brands that had existed long before us. It was completely new territory, but we learned.

Stock shortages hit when matcha suddenly became very trendy. Managing supply while demand spiked was stressful. Executing contracts and negotiating pricing with our suppliers became crucial. Loyalty and gratitude matter to us. MS is nothing without the work of the farmers — they are the true heroes of our brand.

We also started hiring talent. Building a team means trusting others to help build something that feels personal. It’s about ensuring the MS team grows together.

Through all of it, I kept reminding myself: always think long-term. Don’t chase quick wins.

Imposter Syndrome

Samantha

For me, the hardest part wasn’t the hours. It was the self-doubt.

I had big visions. Very big visions.

But some days? Very small confidence.

A service-based business felt natural to me. I’m trained. I studied. I know how to care for people. A product-based business was a completely different world. Sourcing, margins, branding, importing — I had never had to think about those things before.

There were moments I questioned whether I was meant to do this at all.

Starting MS wasn’t a confident leap. It was a careful, slightly nervous one.

But it was rooted in care.

What We Refused to Compromise On

When things feel uncertain, it’s tempting to cut corners. We refused.

Alan

Don’t compromise quality. Don’t take shortcuts. Focus on the people and the product.

Daily business meetings became non-negotiable. Working every single day for the first 1.5 years — on top of 40-hour work weeks — became the standard. Invest your money. Sacrifice. Aim high. Shoot for the moon and land amongst the stars.

You don’t have to be perfect or the most qualified to start. But you do have to commit.

Samantha

Quality over quantity. In product and in life.

I would rather release less and do it properly than push something out just to stay visible. I would rather grow slower and protect integrity than compromise for speed.

Originality. Newness. Authenticity.

We were never going to copy what was already out there. We were never going to sell something stale or mediocre just because it was easy.

MS would never be mass-produced, trend-chasing or careless.

What Kept Us Going

Alan

In times of uncertainty, I go back to the drawing board. Write your thoughts down. Work on the solution. Don’t focus on the problem — there are already too many problems in business. No need to give yourself another reason why it won’t work.

I believe there is a need for a brand that represents Australia properly.

And I believe you can do anything in life if you’re willing to sacrifice and think long-term.

Samantha

The vision kept me going.

We could see it so clearly - the events, the collaborations, the community, the culture around it. I knew that if we did this properly, it would feel different.

And every time we tasted a batch that was bright green, smooth and layered, we’d look at each other and think, “Okay. This is why.”

The dream made the doubt quieter.

The Messy Middle Taught Us This

Matcha Society would never be rushed.
It would never be careless.
It would never compromise on quality.

It may have started as a slightly nervous leap.

But it was always built on care.

And if there’s one thing we hope people feel when they try Matcha Society, it’s this:

We didn’t rush this.
We didn’t cut corners.
We cared enough to do it properly.