What will my family and friends think of me if it fails? What if my idea is a dud? Will I end up poor if my venture doesn't succeed? What if I fail?" These are the common fears all entrepreneurs face. For some, it stops them in their tracks and they never take their idea further. But not for Trey Turner, founder of YELLOWMAN.DK! He said that "exchanging the well-paid job and higher quality of life for a lack of financial security, continuous sacrifice, neverending hard work, higher stress levels and little-to-no pay was an easy decision to make". It was easy because "we believed in our business". As anyone working in Denmark can testify to, the pain of shopping for everyday essentials, like groceries and dry cleaning is a pain people can do without. People with limited time, have no alternative other then planning their lives around limited store opening hours. But now, it's all just a click away.

Why hasn't it been done before?

Yellowman.dk is an online supermarket, bakery, butcher, dry cleaner, and more. For only 49 DKK, they will shop, pack the order and deliver it in the one-hour time-slot you chose (between 16.00 - 22.00). Trey came up with the idea because HE really wanted this kind of service. Together with his co-founder, Maria Andersson, they were surprised and disappointed that someone hadn't already successfully done it in Denmark. Frustration turned into talk. Talk turned into possibility. Possibility turned into profit.

Having worked for more then 10 years since college, Trey discovered that he wasn't going to get very far at a nine-to-five job. "The criteria with which you are generally judged happen to be mostly things I'm not very good at". On the other hand, Trey has always been exceptionally motivated, engaged, and happier when working on his own projects. So he figured it was time to be his own boss. The possibility of solving this pain was the perfect project Trey was waiting for.

He took his idea to Venture Cup to improve their chances of actually starting up and get the basics right. The structure of the competition provided them with deadlines and milestones which spurred them on to complete what they started. This was very helpful, as they "completed a business plan and preliminary budget much quicker than I think we would have on our own". It was also valuable for him to have access to experts outside of his own network.

Spread the word

The future is looking very bright for Yellowman. Operating for a little over a year, the company is experiencing significant and steady growth. Not one to rest on his laurels, Trey is currently investing in the company's infrastructure and delivery systems in order to expand at an even faster rate. "Our customer satisfaction has been phenomenal and, as such, we have been required to invest very little in advertising and marketing to date". Well, with the benefit of saving busy people ‘time', its no wonder Yellowman has enjoyed strong word-of-mouth.