From studying law to building a savvy nootropic business

From law firm to functional food 

After graduating, Mark began working in law firms where long hours and high-pressure situations were common. 

“I always believed studying law could help me make a positive impact on the world,” says Mark.

Yet, his rotations in criminal, family, property, mortgage and commercial law left him feeling disconnected from the impact he hoped to make. In addition, many of his colleagues were facing chronic stress and anxiety, that was leading to exhaustion and burnout. 

Noticing his peers’ heavy reliance on caffeine, Mark observed its benefits and obvious drawbacks – a short burst of energy ending in increased stress, anxiety and mood swings.

This sparked a thought: “Surely there’s something better than caffeine for energy and focus. If there are so many supplements to optimise the body, surely there must be ingredients to improve the brain.” 

Mark spent his evenings delving into academic research on ancient remedies and traditional medicines, like Ashwagandha, Panax Ginseng and Rhodiola Rosea, alongside modern nootropics that support cognitive function. After a year of trial and error, he perfected a homemade powder, blending 22 carefully chosen ingredients at the ideal doses, and creating a product that offered sustained energy and mental clarity without the usual caffeine crash. 

Word spread quickly. Colleagues at his law firm began requesting what they dubbed ‘the brain boost potion,’ and Mark soon realised his creation had broader potential. 

“At first, it was just a fun side project,” he says. 

“But when people asked me where they could get it, and there were literally no options, I felt compelled to do something about it. Why should I keep this a secret when this could help so many others?”

Building SAVVY from scratch

Determined to bring his idea to life, Mark registered SAVVY BEVERAGES in late 2016. However, launching a business was unfamiliar territory. 

“I had no experience with manufacturing, supply chains or scaling a product,” he admits.

Fortunately, his educational background became his foundation. His business degree provided important skills in marketing, accounting and finance, while his Juris Doctor helped navigate the legal and regulatory challenges of launching a functional food product.

“The first step was learning the rules of the game,” Mark explains.

“I dived into the Food Standards Code of Australia and New Zealand, which governs all food-related products.”

Years of drafting legal documents, public speaking and negotiation also paid off when pitching his product, creating business proposals and writing grants. 

“My legal training wasn’t just wasted because I quit law – it was paying dividends in a whole new chapter of my life,” he reflects.

“These skills also helped me establish credibility and open up bartering options when I was seeking new business opportunities.” 

The value of community 

Mark first applied to UTS’s startup program early in his business journey, but it wasn’t until the relaunch of UTS Startups in 2018 that he joined the community. At the time, SAVVY was still in its prototype stage. 

“UTS Startups was a lifeline,” he recalls.

“Having access to experts in legal, accounting, marketing and more was crucial.”

By 2019, he was refining his packaging and products for launch. UTS Startups provided guidance on market research, pricing and branding. For instance, when Mark initially priced his SAVVY products based on what he would personally pay, a mentor challenged him: “You’re creating something unique with lots of benefits. Why aren’t you charging more?” This advice helped position SAVVY as a premium brand. 

The community also became a testing ground.  

“UTS Startups was a goldmine for quick and effective market research,” Mark says.  

“I tested packaging designs, gathered feedback on taste and even had people try the product for a week to share their experience.”  

A key piece of advice from Murray Hurps, Head of UTS Startups, unlocked new opportunities.  

“Murray encouraged me, saying, ‘Why not approach companies like Google, and other large firms where providing food and drinks for staff is standard?’.”  

That advice paid off – SAVVY products are now stocked in many offices, including top tier law and accounting firms as well as Google offices. 

Through UTS Startups, Mark accessed discounts on tools like HubSpot, expert advice on CRM systems and valuable mentorship sessions that supported his operations and business growth. 

Having a workspace outside his home also helped Mark embrace his new role as an entrepreneur.  

“Being around other entrepreneurs was crucial,” he says.  

“Transitioning from law to running a startup was daunting, and imposter syndrome often crept in. The UTS Startups team kept telling me, ‘You’ve got this!’ Hearing that enough times made a huge difference.” 

Mark honed his skills and expanded his business through pitch competitions, award recognitions and showcasing his product at events. He was invited to UTS Open Day to present his product, an experience he says mimicked a real-life trade show, minus the hefty costs. UTS Startups even arranged for SAVVY to appear on digital screens in Ultimo, boosting brand visibility. 

The UTS network also connected Mark to grants, including the Research and Development tax incentive, which allowed him to reclaim nearly half of innovation-related expenses. 

Regular founders’ meetings provided a space to share challenges, trade ideas and receive advice. 

“The team always asked, ‘What’s your biggest challenge, and how can we help?’,” Mark says. This support kept him focused and moving forward. 

Scaling success 

By 2022, SAVVY was doing well, and Mark was able to dedicate himself fully to the business. 

“This is my sole source of income now, and it’s reached a point where the business is profitable each month,” he shares. 

Today, SAVVY’s offerings have grown to include nootropic drinks, coffee, collagen bars, greens powders and more, with products available in over 700 stores across Australia and New Zealand. 

Despite its growth, the business remains a deeply personal project for Mark, who aims to empower and support people to thrive and live vibrant lives by choosing healthier products. 

As he explores ways to expand online sales and scale the business, he acknowledges the challenges ahead. 

“It’s scary but exciting,” he says. 

“Every problem becomes tenfold as you scale.” 

With his entrepreneurial skills, degrees and law career to fall back on, Mark feels well-equipped to take on the risks involved in growing the business. 

Now, Mark also serves as a mentor within the UTS Startups community, eager to give back and share his journey to inspire and support the next generation of entrepreneurs.