Turning a side hustle into a profitable business is the dream of many entrepreneurs, but Michelle and Brian Platt actually made it happen. What began as a kitchen-table idea quickly evolved into Jam Packd, a health-focused brand creating functional, protein-packed fruit spreads. With the support of AI tools like ChatGPT and their combined professional skill sets, the couple scaled their business to generate more than $1,000 per day in sales and are now projecting $400,000 to $500,000 in their first year.
This is their story — and the lessons entrepreneurs can learn from their journey.
Inspiration Behind Jam Packd
The idea for Jam Packd was born in April 2024, when Michelle, a longtime wellness blogger and campus director, returned from a conference on online entrepreneurship. She had spent years writing about health foods — particularly those low in net carbs, high in protein, and packed with functional ingredients. But there was one everyday staple she and her family avoided: traditional jam.
While jams were a household favorite, Michelle disliked their high sugar content and lack of nutritional value. “I knew I wasn’t alone,” she explained. Many health-conscious consumers wanted the flavor of jam without the guilt. When Brian, her husband and advertising veteran, suggested reimagining jam as a nutrient-dense spread, the idea clicked instantly.
Their vision: jams with organic fruit, collagen peptides, prebiotic fiber, omega-3s, vitamins, and minerals — with no added sugar. A product like this didn’t exist on supermarket shelves, and they believed there was a real gap in the market.
Combining Professional Strengths
One reason the couple was able to scale quickly is that they each brought unique expertise:
- Michelle had nearly a decade of blogging experience. She understood SEO, influencer outreach, affiliate marketing, and content creation — all essential for online business growth.
- Brian had worked as a creative director for 30 years. His branding, advertising, and design instincts gave Jam Packd a professional edge from day one.
First Steps and Early Investment
Starting Jam Packd wasn’t cheap. Before even testing their recipes, the Platts invested about $20,000 into foundational costs. This covered trademarking, legal fees, logo and packaging design, a website, and initial product research. They also worked with a food scientist specializing in protein to create a recipe with the right taste and consistency.
Their approach wasn’t just about creating a product; it was about building a strong brand identity. Brian insisted on designing a label early on — even a rough placeholder version. Though unattractive, the mock label made the concept feel real and allowed them to gather feedback through focus groups.
The response was overwhelmingly positive. Consumers were intrigued by the idea of a healthier jam alternative, validating that the Platts were onto something.
How ChatGPT Became a Business Ally
In addition to professional expertise, the couple turned to AI tools like ChatGPT to overcome challenges and accelerate growth. ChatGPT provided support in several areas:
- Shopify troubleshooting – helping fix technical issues on their e-commerce platform.
- App recommendations – suggesting the right tools to manage sales, logistics, and customer engagement.
- Business strategies – offering insights that shaped marketing and operational decisions.
While Michelle already had digital marketing skills, she acknowledged that AI saved them time and money: “ChatGPT helped resolve Shopify issues, led us to the right apps, and even provided guidance on strategy.”
The couple also outsourced technical tasks through freelancers on Fiverr, proving that modern entrepreneurs can combine AI with gig economy talent to scale quickly.
Challenges Along the Way
Every business journey comes with hurdles, and Jam Packd was no exception.
- Recipe Development with Co-Packers
Early on, they partnered with a co-packer before finalizing the perfect recipe. This caused friction, as co-packers prefer production-ready formulas, not experimental ones. They eventually circled back to their food scientists to perfect the jam before scaling up manufacturing. - Labeling Errors
At one point, a typo in the nutrition panel appeared on thousands of blueberry jam jars. To fix it, Michelle and Brian personally flew to their warehouse in Utah and hand-labeled each jar with corrected stickers. - Vendor Relationships
As a small startup, getting suppliers to take them seriously was difficult. After repeated ignored calls, Brian left a frustrated voicemail filled with expletives — and surprisingly, it worked. The vendor called back immediately, and they still work together today.
These experiences highlighted the importance of persistence, attention to detail, and adaptability.
Rapid Growth and Revenue Milestones
Despite setbacks, Jam Packd quickly gained traction. Their first production run sold out in 30 days, and within weeks, the company was generating over $1,000 per day in sales.
Brian credits effective advertising campaigns, particularly on Meta platforms, for their early growth. His decades of experience in ad copy and branding gave them an edge in targeting the right customers and crafting messages that resonated.
To date, Jam Packd has surpassed $50,000 in sales and is on track to hit nearly half a million dollars in its first year — all while still operating as a side hustle.
Key Lessons for Entrepreneurs
Michelle and Brian’s journey offers several actionable insights for aspiring business owners:
- Invest in Branding Early
A great logo, website, and packaging design can instantly elevate your product. First impressions matter in competitive markets. - Validate Your Idea
Don’t assume consumers will love your product. Test it through focus groups, feedback, or small launches before scaling. - Leverage AI and Freelancers
Tools like ChatGPT can solve technical and strategic problems, while freelancers can handle tasks outside your expertise. - Expect Challenges
From vendor issues to product misprints, problems are inevitable. Success comes from persistence and problem-solving. - Stay Customer-Centric
Michelle and Brian constantly tested and refined their product based on consumer preferences, ensuring strong market fit.
What Surprised Them Most
Michelle found that running a food business required far more organization than she expected. Tracking ingredients, understanding margins, and managing logistics demanded precision. Without Brian’s advertising background and her blogging expertise, she admitted the business might not have scaled as quickly.
Brian noted the lack of urgency from suppliers and vendors. “Few people will ever care about your thing like you do,” he explained. Entrepreneurs should expect delays, mistakes, and ghosting — and plan for them.
What They Enjoy Most
Despite the hurdles, both Michelle and Brian find joy in building something from scratch.
- Michelle loves being able to combine her passion for health with entrepreneurship.
- Brian enjoys testing creative instincts directly with customers. Unlike in advertising agencies, where clients dictate what runs, Jam Packd allows them to experiment and let the market decide.
Final Advice for Entrepreneurs
When asked to share their best business advice, the couple emphasized two points:
- Michelle’s Advice: “First impressions are everything. Get the logo, packaging, and website right from the start. Make your product visually appealing and valuable.”
- Brian’s Advice: “Only the paranoid survive. Question everything, anticipate risks, and keep innovating. Even small mistakes — like a competitor trying to trademark your name — can derail you if you’re not prepared.”
Conclusion
Jam Packd is more than a side hustle success story. It’s proof that with creativity, persistence, and smart use of modern tools like ChatGPT, entrepreneurs can transform a simple idea into a thriving business.
By combining Michelle’s health and wellness expertise with Brian’s advertising background, the couple created a brand that stands out in a crowded marketplace. Their journey shows that success isn’t about avoiding mistakes but about adapting, learning, and pushing forward.
For aspiring business owners, Jam Packd’s story is a reminder that great ideas, strong branding, and resilience can turn a side hustle into a six-figure success.
