#811: Turning a Side Hustle into a Sustainable Business
Boutique Chat
Ashley Alderson
4.9 • 867 Ratings
🗓️ 12 May 2026
⏱️ 43 minutes
🧾️ Download transcript
Summary
What does it actually take to build a boutique business that lasts — not just for a season, but for decades?
Jennifer Kok of Next Wave Business Coaching joins Ashley to share the lessons she learned after building, scaling, and eventually selling her bakery business after 20 years. Jennifer breaks down the systems, mindset shifts, and leadership principles that helped her create a sustainable business instead of just another hustle.
You'll learn:
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The "9 pillars" framework for building a sustainable business
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Why most entrepreneurs quit before the breakthrough
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The mindset shifts every entrepreneur must make to scale
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How to build a business you can eventually sell
Jennifer Kok & Next Wave Business Coaching:
Facebook: @nextwavewithjen
Instagram: @NextWavewithJen
LinkedIn: @jenniferowenskok
Website: nextwavebusinesscoaching.com
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Ashley Alderson: Instagram
The Boutique Hub: Website | Facebook | Instagram | Pinterest | TikTok | YouTube
Transcript
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| 0:00.0 | Welcome to the Boutique Chat podcast where we're going to help you build a profitable, |
| 0:03.8 | sustainable business without you having to sacrifice your profitability, your family, or your sanity. |
| 0:10.2 | Each week we're going to dive into real conversations with retailers who have been exactly where |
| 0:13.8 | you are and industry experts so you can learn and know exactly what to do next, all in community |
| 0:19.1 | over competition. Whether you're just getting started or you're growing past an eight-figure business, you're in the right spot. So let's get |
| 0:25.3 | into it. Welcome to this week's episode. Hey guys, welcome back to the podcast this week. Jennifer, |
| 0:34.1 | thanks so much for joining me. Thanks, Ashley. I'm excited to be here. I am excited for |
| 0:39.0 | this conversation because I love getting to speak to people who have a similar vantage point. |
| 0:43.4 | I feel so blessed like I get, you know, these little points of view into so many different |
| 0:47.0 | businesses, and I know you do too. So we're probably just going to nerd out together on strategy. |
| 0:52.6 | Does that sound good? That's, you're talking my language. I love it. |
| 0:56.3 | Perfect. Well, for everyone who's just getting to meet you today, you've got a lot of retailers of |
| 1:01.5 | all types who are listing and wholesale brands as well. But tell me your backstory. How did you |
| 1:07.7 | get into advising small businesses? Well, it's been a long journey, and I'll give you |
| 1:12.6 | the short version of it. I started out in corporate America, loved my job, have a sales and marketing |
| 1:17.9 | background, but we had moved three times in six years because back then, in order for me to work |
| 1:23.8 | my way up the corporate ladder, we had to keep relocating. And my husband and I got to a |
| 1:28.3 | point where we had our oldest daughter at the time she was three years old. And I just didn't want |
| 1:32.4 | that. That wasn't the path that I was looking for. And so I decided to leave that cushy corporate |
| 1:38.1 | job with the 401K benefits and everything that comes with it and started my first business, which was |
| 1:44.0 | called Cookies by Design. |
| 1:45.9 | And it was a cookie gifting company. We specialized in gifts on a stick, and we would deliver them. |
... |
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