The Business Game
The Business Game
The Business Game is not another highlight reel of overnight success. It is a structured, honest breakdown of what it really takes to build, scale, and sustain a business at every level.
We built The Business Game around a simple truth: business changes as revenue changes. The problems at $500K are not the problems at $5M. The mindset at $5M is not the mindset at $50M. That is why every conversation is grounded in our 10-Level framework, from Level 1 Startup and Survival through to Level 10 Legacy and Exit.
If you are:
• Trying to get your first consistent revenue
• Building your first real team
• Breaking through the messy middle
• Scaling toward eight or nine figures
• Or preparing for exit
There is an episode that meets you where you are.
Hosted by Steve Plummer and Kalena Stano, who speak to founders operating at every stage of the game. No gatekeeping. No hype. No recycled advice. Just real numbers, real mistakes, real strategy, and real decisions that moved the needle.
Each week, we publish two episodes every Monday and Thursday at 6pm AEST, featuring global founders, operators, and investors who break down what actually works at their level and what does not.
The Business Game exists to give you clarity. To help you identify your current level. To show you the moves required to reach the next one.
Because scaling is not random. It is a game. And every level has different rules.
Find your level. Play it properly. Then level up.
Watch video episodes on YouTube and explore more at thebusinessgamegroup.com
The Business Game
LEVEL TWO: E-Commerce Founder on 10 Million Views, Airport Deals, and Building a Million-Dollar Brand
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
LEVEL 1: $0 – $1M
STARTUP & SURVIVAL STAGE
On today’s episode of The Business Game, we’re sitting down with Laura Campbell, Founder of Hip Surfer, the Australian baby product brand transforming how parents carry their children.
What started as a side hustle during maternity leave quickly became something much bigger. After struggling with chronic pain and finding existing baby carriers uncomfortable, Laura decided to create her own solution. Three years later, Hip Surfer has grown into a seven-figure business stocked in airports, theme parks, resorts, and retail locations across Australia and beyond.
We asked Laura about building a product business while raising young children, scaling from a simple idea into a nationally recognised brand, and the realities of being a solo founder when every department still runs through you.
From late-night Meta ads and manufacturing challenges to viral social media moments and stock shortages, Laura shares the highs, lows, and lessons from building a business that's helping thousands of families around the world.
Let’s dive in,
with Laura Campbell:
• Why a personal health challenge led to creating Hip Surfer
• The customer feedback that proved she had more than just a baby product
• How she went from a $30,000 goal to blowing past $100,000 in her first year
• The reality of doing your own marketing, manufacturing, accounting, and operations
• How leveraging relationships opened doors into airports, resorts, and theme parks
• The viral reel that generated millions of views, and a stock crisis
• Why investing in coaching and business communities accelerated growth
• The hidden challenges of being a solo founder
• What it takes to scale a product business while raising a family
If you're building an e-commerce brand, launching a product business, balancing entrepreneurship with family life, or trying to turn a side hustle into something bigger, this is the episode for you.
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Thank you for listening to The Business Game, where real founders break down the real levels of business.
Whether you're building at Level 1 ($0–$1M) or scaling through Level 6 and beyond, this show is designed to help you understand exactly where you are, and what it takes to level up.
If you enjoyed this episode, please subscribe, follow and leave a review. It helps more founders find the roadmap.
For full episodes, level breakdowns and behind-the-scenes content, follow us on YouTube, TikTok, LinkedIn, Facebook and Instagram.
Want to identify your level or learn more about The Business Game framework?
Visit www.thebusinessgamegroup.com
It's time to Level Up!
We’ll see you at the next level.
