Like many other entrepreneurs, Cuppa.tv founder Luke Cook’s business journey has been tumultuous, largely thanks to the pandemic. He joined editors Cec Busby and Adam Bub on the First Act podcast to share his journey from rock bottom to world-changer.
When Luke Cook’s experience and reward app, FUNLOCKA, folded as the COVID-19 pandemic struck, he experienced what it’s like to hit rock bottom. But this painful experience set him on the path to changing the lives of thousands of other struggling business owners with his new venture, Cuppa.tv.
Luke has created a global community of more than 50,000 people, all over the idea that having a cuppa and a chat could change your life. Something quite magical came out of a difficult time – an online live and on-demand video streaming and interactive platform that Luke says is like Netflix, but where binge-watching improves your work or life.
Every journey starts with a First Act
For Luke, his business journey started after hitting burnout in his high-flying position as a national sales director.
“I was sales director of a media organisation and I sort of lost my soul in all aspects,” Luke admits. “I looked at my life, and it had become too much about money instead of happiness. I had lost a lot of who I was – my truth – and I had reached burnout.
“I started asking myself, ‘What, intrinsically, is me?’ and I thought about ways to make people happy. What I’m doing right now is helping people understand their truth – who they are and why they’re here. The dream of FUNLOCKA was to match experiences to people’s interests, like a cross between Red Balloon and Tinder. For example, instead of rewarding staff with a generic gift, why not reward them with the ability to stand on the field with their favourite footy team or enjoy a one-on-one experience with a celebrity chef they love?
“I wouldn’t say it was successful,” Luke admits. “But I would say it was a great learning experience for me in business. I learned a lot about what not to do through that process.”
Luke Cook, founder of Cuppa.tv
Lessons from rock bottom
Like many other businesses, the COVID-19 pandemic hit FUNLOCKA hard, as suppliers halted their services.
“When COVID hit, it just wiped us clean. And because I was self-funded, I didn’t have anything left. I’m very open with my emotions and the journey you go through in life, and I’m not afraid to share my vulnerability. That was a tough time because I didn’t know how I was going to put food on the table. I was 39 years old and thought, ‘What have I done?’ I went on a massive guilt trip; I had put my family through everything in the journey of a startup, and now I didn’t know how I was going to survive.
“I started wondering how I help other people in similar situations? I knew that COVID was bad, but I knew that mental health challenges would be the primary concern at that time. I gave my business partner, Jill Covitz, a call, and I said, ‘How do we help people start their day with a dose of positivity and inspiration?’
“We decided to start a virtual café online where we interview celebrities and experts and hear about their vulnerabilities and stories. Our first live session was with TV and radio personality Gus Worland from Gotcha4Life, about mateship and being there for others. The feedback from that first session was off the charts. We had a couple of hundred people tune in, and we knew this was good – not only for the community but for me personally.
“That’s where the business model started to evolve. We realised we could have a greater impact on businesses and the community. We started doing customised programs, like our Spring Into You series, helping people navigate from fear to developing a life plan. In those six weeks, we had 40 businesses sign up and a total audience pool of over 10,000 people. It just naturally flowed.
“It was making such a big change in my life and the lives of others that I just knew I had to keep going. We had interviewed 300+ experts, personalities and storytellers, but we weren’t doing anything with that content. And that’s where the idea came along of Cuppa.tv – turning it into binge-watching for work and life.”
Listen to Luke Cook on the First Act podcast:
When tragedy strikes
Sadly, just three weeks out from the launch of a Cuppa.tv, Luke’s business partner and dear friend Jill Covitz lost her life in a tragic swimming accident on the Sunshine Coast.
“When that happened, it rocked me completely. We were three weeks away from launch, and to have her pass – someone that had been on the rocky journey with me, who believed in me more than any other – to lose that person who was your rock was a really challenging time. But it made me realise why we do what we do. When I sent out the note to our Cuppa community about Jill’s passing, the emails I got back were just unbelievable; I’ve kept every one of them.
“A couple of the emails said, ‘Cookie, you and Jill were here for us for the last two years. We’re now here for you’. And then you realise that the business is bigger than you as individuals.
“It’s not often that you get the love as a brand like we do. We’ve saved a life ourselves during COVID when someone tuned in on their lowest day. So I know we’ve got a bigger job to do. Jill’s passing, whilst it hit me emotionally, I don’t feel like she’s gone. I feel like she’s right next to me every single day.”
Purpose-driven business
After so much hardship, Luke has learned that his business’s power of connection and purpose is paramount to success.
“I think if we came at it any other way, it wouldn’t work; it’s got to be authentic. Everything we do with Cuppa has to be raw, honest and vulnerable because people want connection; they want to be involved in something with a purpose and meaning they can learn from. The talent and experts that we get in, we want them to be the same as we are, and hopefully, that encourages other people to grow and learn as they watch and tune in.”
Luke and Layne Beachley at a recent Cuppa.tv live event
“Too often, we get caught up in technology, which can be a constant barrage of negativity,” says Luke. “We need to focus more on things that add to our lives; we need to get out of our bubble. As a community, our conversational muscle is weakening.
“My biggest growth has happened when I’ve had conversations with people different from me. As a sales executive, I felt like I was in a helicopter looking over the land, thinking I knew about indigenous culture and connection, disability, or transgender issues. But I never landed the aircraft long enough to get on the ground and have a conversation with someone different from me. I wish every leader could do the same.
“Everyone’s got their story. And the thing that I want everyone to know is that your story is your journey. Life is like a puzzle, where each piece represents a moment in time in your life. It’s your story – it’s your unique self. Be true to who you are.”
Luke shares so much more about his mission to change how we see and speak about mental health in this vulnerable and inspiring episode of First Act. Listen to the full ep now.
Join us each Tuesday for a brand new episode of First Act, because every story has a beginning.
Listen and subscribe now:
Trending
Weekly business news and insights, delivered to your inbox.