About Me

Hi, I’m Michael, and for the past 18 years, I’ve embraced the entrepreneurial journey. It all started with a cleaning company, which I grew to include a sizeable team, followed by a vending machine business. What began as a trial with 15 machines quickly scaled to over 150 machines across Northern Ireland. However, as rewarding as it was, I reached a point of burnout, prompting me to sell both businesses and take some much-needed time out.

That’s when Born & Raised Waffles was born—a food truck specialising in Liège waffles, serving customers across Northern Ireland and Ireland. Throughout my entrepreneurial journey, I’ve had to master the art of marketing—starting with mass leaflet drops in the early days to navigating the ever-changing world of social media, email marketing, and website promotion. Along the way, I developed a passion for search engine optimisation (SEO) and online visibility.

With Born & Raised Waffles, I faced the challenge of working every weekend while battling ever-changing social media algorithms. Determined to make a change, I dove into extensive learning about SEO and blogging, focusing on optimising my website and Google My Business profile for private bookings. The result? Within just six weeks, I secured over £7,000 in private bookings, allowing me to stop attending risky events that often weren’t worth the effort.

Since then, I’ve taken this experience and knowledge to help other businesses enhance their online presence. Whether it’s optimising websites, improving visibility, or crafting a targeted online strategy, I’m passionate about helping businesses thrive in the digital world. Check out our blog