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have you been...
We get it. We’ve been there.
And we have just the thing.
The Hatchery is...
a hands-on, 8 week online course designed to take your business dream from idea, to launch and everything that comes after. But it’s more than a course – it’s also your trusted community, and business companion. It’s full of heart, as well as overflowing with smarts. It’s business school – the Em + Gem way.
Our own businesses were both born out of a deep desire to create a life of our own design; but – they’re firmly underpinned by strong revenue models, rigorous operational systems and continually finessed processes.
We’re living and breathing this world everyday and now we’re drawing back the curtain – on our operations, our systems, our strategies and our workflows for creating sold-out, sought-after products and programs over 14 years combined. You get a front row seat as we lay it all out… and share with you exactly HOW.
What makes The Hatchery different
...and dare we say, special
what you’ll receive:
38 TRAINING VIDEOS
6 comprehensive modules,
drip-fed over 8 weeks via
our scheduled lesson delivery
HATCHERY BUSINESS JOURNAL
delivered to your doorstep
[wherever you are in the world]
we’re talking downloadable PDFs, interactive worksheets, templates, resource libraries +
your exclusive invitation to join
our online Facebook community
LIVE MENTORING CALLS
with Em+Gem, tailored to the
needs of the group
including access to all
future course updates
let’s break down the
training video modules
click on each module heading to see what we’ll cover together!
If you haven’t got a clear business idea – let’s hatch it!
(If you have got a business idea – let’s test the strength of it!)
How to step into a business owner’s mindset – and kick procrastination to the curb.
Defining your non-negotiables.
Solidifying your ‘why’
How to differentiate and elevate your business.
The anti-business-plan plan (no, that’s not a typo).
Everything to consider when naming your business.
The secret to brand identity.
Nailing your business model.
How much product is too much?
Pricing menus 101.
The purpose of profit – and the profitability of purpose.
Putting your best (financial) foot forward.
But how much do I charge? Setting (and demystifying) pricing.
Writing your paycheck!
Assembling your A-team.
So, what is best practice?
10 things we wish we knew (the finance edition).
Bonus: Meet the founders interview.
How to cultivate a mindset of abundance.
Setting you up for success.
12 things to consider to give your website the edge.
Marketing 101: the Em & Gem way.
You’ve got mail – standing out in an inbox.
Our secret scoop on socials.
Bonus: Meet the founders interview.
Bonus: Em’s secrets to sourcing quality manufacturers
Our tried + tested launch recipe.
The different types of launches – and how to effectively leverage each one.
Your contingency plan checklist.
How to build your assets and schedule your marketing sequence.
Your complete blueprint to launch.
Your behind-the-scenes pass to Em + Gem’s launches.
It’s go time – your business (and mindset) launch ready!
Bonus: Meet the founders interview.
A day in the life of your new business.
How to tighten your systems and processes.
Templates, policies and procedures – customer service done well!
When the customer isn’t always right.
Our four core secrets to earning brand loyalty.
Who to hire, when to hire, and how to hire (for keeps!).
Stepping into a leadership role and fostering a beautiful team culture.
Planning for bigger-picture strategy and long-term growth.
Scaling and leveling up… sustainably.
50 Questions with Gem.
50 Questions with Em.
Couch chat: Real talk about small business.
Bonus: Meet the founders interview.
The business of photography: From first enquiry to final delivery.
Taking you behind the scenes of a trade show.
meet your Hatchery Business Journal
[a.k.a. your course keepsake + companion]
The Hatchery is for you if you are:
by the end of this course, you will have the tools to create:
who are we?
Gemma Pranita (a.k.a @gemma_peanut) is an actor - turned photographer - turned online educator. After a decade of being at the mercy of the TV and film industry, Gem made the decision to take back the reins of her career when she turned her photography hobby into a fully fledged business.
These days, she is the epitome of a multi-hyphen professional with four core revenue streams as a Photographer / Podcaster / Content Creator / Creative Educator - Gem's Photography 101 online course continues to sell out time and time again. But the one common denominator between all these threads of work is Gem’s overarching pull to help people. This, paired with her natural tendency to share, is her ‘why’ behind every project, especially The Hatchery, which brings all her business experiences and learnings into one all-encompassing offering.
Front and centre of her stationery + lifestyle brand, Emma Kate Codrington (@emmakateco) lives and breathes the messages she writes. As a designer, writer and adventurer with an infectiously free approach to life, every word and work of Em’s is rooted in creativity and authenticity. With simple brush strokes, fresh designs and words to stir the soul, she weaves conscious, considered and generous details into every little thing she makes.
Now six years since its founding, Emma Kate Co. has established an inimitable creative presence, with over 600 wholesale partners, customers in over 70 countries and a bricks and mortar flagship boutique in Prahran, Melbourne. Em's yearly planner release has amassed a cult following with thousands of planners making their way to every corner of the globe.
more words from our Hatch Grads:
...this incredible course delivered everything it promised and more.
It wasn't just your run-of-the-mill business course. It was so much more than that with real heart, soul and authenticity.
I owe so much to this course. It has truly been life changing.
...such a well-rounded and comprehensive experience, jam-packed with genuinely great insights. Nothing is just there to look good or add fluff. You are so generous with sharing your wisdom and experience, and never ever condescending or patronising.
I have ZERO regrets for signing up!
...the Facebook Nest was one of the most valuable parts of the course. Getting access to your brains was wonderful.
Challenge and support in equal measures!
You’re both so lovely and supportive. It was invaluable to get feedback like that.
...I absolutely adore The Hatchery Journal. Truly the best journal I have ever had. Luxe textures under your fingertips just add to the whole experience. The content is INCREDIBLE! It was amazing to have this resource to work through and link with the videos each week. I adore how I can look back through it, add to things, grow and keep my business alive.
...I loved the pace and the beautiful journal to accompany me.
You girls are just so 'no nonsense', lovely, and super inspiring!
...what you have put together really has been an incredible learning experience and I am so grateful for your openness and honesty.
I really do learn from others - from real life situations and examples, so a course like this that is less technical has been wonderful.
...it has been helpful to gain such clarity on the direction my business and life are taking.
Thank you so much for making us all feel special and seen.
Stay tuned, this hatchling has big dreams!
...what a labour of extreme love. thank you both so much for the blood, sweat and probable tears you've put into this course. We have all very much been the lucky beneficiaries of it.
I know the learnings and motivation I've gained will carry me well armed into the future.
...our last little note to you.
It takes bravery and courage to chase a dream.
But to honour the dream, it’s time to put in the work.
We’re not telling you it’s going to be easy,
but hand on heart, if there’s one thing we know –
it’s going to be worth it.
So if you’re ready to say ‘yes’ to you.
We’re with you all the way…
Love, Em + Gem
frequently asked questions
Of course! This is for anyone with a curious, and entrepreneurial mind. We’ve created an ideas kickstarter training video, along with worksheets to help spark your business idea. We wholeheartedly believe that by working through the course training videos, clarity will emerge to help you solidify a business idea that is aligned for you.
All types of businesses are welcome! Photographers, designers, copywriters, writers, coaches, content creators, pastry chefs, artists, illustrators, yoga teachers, marketers… you name it!
Absolutely! This course is 100% online and designed to reach anyone globally –
all you need is a connection to the internet.
The course runs for eight weeks in total, with a new module released each week.
There is a catch-up week following Module 3 and a bonus week after Module 6.
The course will run twice a year, as we dedicate time away from our own businesses to helping our Hatchery students build theirs! One round taking place at the beginning of the year and a second round in the third quarter of the year.
Yes you can, because you are granted lifetime access to all of the course content and materials. However, we will only be available to provide support, feedback and answers to your questions during the course dates.
Lifetime access means ongoing access to all course content as well as any future updates made to the course program.
Each of the training videos vary in length. They average around 8 minutes each, but range anywhere from 3 minutes to 12 minutes. Training videos offer bite-sized learning with concise and easy-to-digest content to aid and maximise your learning.
It’s not a matter of how much time you need to invest – but rather a matter of how much time you’re willing to invest, that will determine the speed and pace at which your business develops. We recommend setting aside a minimum of 2 hours each week to watch the training videos and work through The Hatchery Journal prompts.
Due to the digital (and physical) nature of this offering, we are unable to offer refunds. That said, hands on heart, we back and fully stand by the value offered in The Hatchery (many times over!)
We do know that investing in yourself – and in your business dream – is a big leap, and it’s natural to want the safety of a money-back guarantee.
So we encourage you to read through this webpage thoroughly, and reach out to ask any further questions you might have, to ensure that our course is the right fit for you!
No. The Hatchery Business journal has been specifically designed to work in tandem with the course content – it would not be relevant (or make sense to work through) on its own. This journal will only ever be made available for our course intake participants.
We are not currently offering mentoring in a 1:1 capacity.
If you have any other questions that haven’t been answered, we are here to help!
Please get in touch via [email protected] and we’ll be in touch!