Georgia McDermott

CITY: MElbourne

Business: Georgeats

What? A gluten free, FODMAP Friendly and predominantly vegetarian recipe website and now cookbook


How did the idea for your business first come about?
I was bedridden after a wisdom tooth surgery accident, and started a food Instagram account to pass the time. I'd always been interested in making food pretty, but quickly realised my friends weren't enthused by my avocado toast uploads, so Georgeats was born (initially under a far more cringe-worthy name)


When did you have a ‘f*ck-it moment’ and decide you were going to go all-in and start your business?
A few weeks into starting Georgeats Instagram, I knew it was something I'd wrangle into a career, eventually. Starting an Instagram was such a low-risk investment (I had just finished Uni and was living at home) so it was a no brainer.


What were some major challenges you had when starting your business? And how did you overcome them?
Implementing a business strategy and a profitability after spending my first four years in business as a 'free-wheeling creative.' Training myself to become interested in the business side of my business has been a necessary challenge, overcome in most part by connecting with likeminded business owners and listening to relatable business podcasts.


What has been your biggest “pinch me” moment?
Last month, I published my debut cookbook, FODMAP Friendly, with Pan MacMillan at 26. I walked past my book in Kmart the other week and two people were reading it in the aisles - that was surreal.


Starting a business can be gruelling - what keeps you motivated, and keeps you going?
Some weeks I'm motivated by a rush of creativity, some weeks by keeping the lights on, and some weeks I'm not motivated at all. What keeps me going through it all, though, is that Georgeats has become such a huge part of who I am, and I wouldn't want to be doing anything else.

How do you create a work-life balance?
To be honest, I don't have one at the moment. I work from home which makes it really hard to stop working ever, but I'm currently trying to implement a 'rostered' day off, and a work curfew! 

Instragram: @georgeats
Twitter: @georgeats