• Natendrea Jones used Facebook Marketplace to market her seafood-catering business.
• A viral TikTok review in May brought her more than 300 orders overnight.
• Jones now runs Red's Garlic Seafood from her home kitchen and hopes to expand into a food truck.

When TikTok food reviewer Gabriel Rivera DMed Natendrea Jones about her seafood this spring, she assumed it was a prank.

"I thought somebody was playing a joke," Jones, 36, told Business Insider.

The South Carolina native had spent years trying to turn her cooking into a full-time business. She grew up surrounded by home cooking and began earning money young, first by preparing salads for neighbors and family cookouts, then by doing hair and nails.

Cooking remained a side hustle for more than a decade. Jones made seafood platters for friends and occasionally sold pans, but hair and nails paid the bills.

A viral food review brought 300 orders overnight

Jones had been posting her food on Facebook Marketplace for years. The platform didn't strike her as unusual: As a hairstylist and nail technician, she'd previously used Craigslist to find clients.

"I would always post on Facebook Marketplace because that was like my Craigslist," she said. "I was a Craigslist girl."

Meanwhile, Rivera had built a following of more than 2 million on TikTok by ordering food through Facebook Marketplace and reviewing it from his car. When he found Jones' listing, he offered her $200 to make him anything she wanted.

Jones prepared a pan overflowing with snow crab legs, lobster, shrimp, oysters, and fixings. It was not yet a menu item, she said, but it would soon become known as the "Gabriel Special."

When Rivera posted his glowing review in May — "her seasoning is on another level," he said between bites — Jones woke up to a flood of orders.

"I checked my Square. I had literally over 300 orders," she said. "I dropped my phone. I dropped to my knees."

Jones said she generated $50,000 in sales over the following two weeks and later surpassed six figures in sales. She used some of the money to buy supplies, such as new pots and pans.

Going viral created new problems

The sudden growth was exciting, but it was also difficult to manage. Jones enlisted help from family members early on, refunded some orders, and said some customers waited as long as a month for their food.

"There's no way I can do 100 orders in a day," she said. "This type of motion is new to me."

The pace eventually caught up with her. About three weeks after the review went live, Jones said she had to pause orders for a day to reset and catch up on sleep.

"The adrenaline was there, but I crashed," she said.

Since then, Jones has built more structure into the business. Customers order through her website, which adjusts pickup dates based on demand. She uses preorders to determine how much inventory she needs and now schedules pickup windows. On busy days, she said, her home-kitchen operation can handle 50 to 60 orders.

She still gets inquiries through Facebook Marketplace, but said most sales now come through Instagram and TikTok, where she has built sizable followings.

The business behind the seafood platter

Jones' best-selling platters are not cheap to produce. She buys seafood in bulk, along with fresh corn, potatoes, garlic, butter, edible flowers, packaging, and other ingredients. She estimates that she spends roughly $20,000 a month on supplies, though costs fluctuate based on order volume and seafood prices.

"People just say, 'More money, more problems,'" she said. "Sometimes I'll have moments where I don't see money at all — the money is gone, but it comes right back because that's a business."

Her signature sauce is central to the business, she said. Jones spent nearly eight years refining it and is protective of the recipe.

"My sauce is everything — because anybody can make a seafood boil, but how is your sauce?" she said. "I make my sauce from scratch and love and magic."

The business is named Red's Garlic Seafood after her late father, who was known as "Big Red." He was a chef who had hoped to open a family restaurant, Jones said.

Her next goal is a food truck, though she's taking her time to secure the vehicle, permits, and licenses needed to operate it.

"I want to do everything the smart way," she said.

Eventually, she hopes to open a brick-and-mortar restaurant. For now, she said she focuses on making each platter with the same care she brought to Rivera's order — the one that changed her business overnight.

"I make sure every pan has the flavors that it needs," she said. "I put the love and effort into the pan."

• GoDaddy has over 20 million customers, the majority of which are small businesses.
• Its CEO, Aman Bhutani, said small businesses can save time by automating operational tasks with AI.
• Bhutani said entrepreneurs need to focus on what they're good at — not outsource their brand.

GoDaddy's CEO said small businesses should use AI to automate work, but not lose sight of their brand.

As head of the domain registrar and web-hosting company, Aman Bhutani has a bird's-eye view into what works for small businesses. The company said it has over 20 million customers, the majority of which are micro businesses, or those with fewer than 10 employees.

The entrepreneurs behind these companies consistently have passion and expertise, he said. However, they tend to have less technological capability — and even less bandwidth to do time-consuming tasks like creating and maintaining a website, said Bhutani.

"There is not enough time in the day," Bhutani told Business Insider.

Today, business owners can use AI agents to do that type of work with minimal friction, Bhutani said, and they can use the tools to help run parts of their business.

A recent survey from GoDaddy's small business research lab found that US entrepreneurs find content creation, marketing, and business advice as the top three areas where they see the most significant time savings with AI.

GoDaddy offers access to Airo, an agentic tool that builds websites and helps with other operational features. For instance, Bhutani said that Airo can create user logins for a small business's customers to make website profiles, or send targeted customer outreach based on a user's location or involvement with the business.

When to use AI — and when not to

He said that businesses should stick to using agents for tasks that they're not as skilled at, or those that don't differentiate them competitively.

Bhutani said humans should control how their product is unique and not delegate control over their customers' experience. While AI can help with research — the owner ultimately needs to leverage their own knowledge when making decisions about what would work for the brand.

"It doesn't mean that AI cannot suggest those things," Bhutani said. "It can suggest, but the human should continue to control their branding."

While AI tools can save time, "ultimately, you want the human to focus on their area of expertise," Bhutani said, adding that the technology should "enable everything else."

• Gary Vaynerchuk shared what he'd do as a young entrepreneur starting out today.
• The first investment should be time spent making content and learning AI, he said.
• He said AI could be a once-in-a-generation opportunity for young founders — one as transformative as the internet.

Gary Vaynerchuk, 50, says aspiring entrepreneurs should spend every spare minute mastering AI and content creation.

During a Thursday appearance on the "Nude Project" podcast, Vaynerchuk shared how he would approach starting a business today as a 16-year-old with 1,000 euros in capital. The podcast is hosted by Bruno Casanovas and Alex Benlloch, founders of the Spanish streetwear brand Nude Project.

"I would make content," Vaynerchuk said. "The dollars don't scare me at all because it takes no dollars. I would spend every ounce of time learning AI. Like, from what OpenClaw is to Claude Code, to using it to think and ponder my ideas."

Vaynerchuk said he understood why people were still weighing AI's enormous potential against its possible drawbacks, but believes it will be a missed opportunity "to not take advantage of how profound this technology is."

"Much like the internet, much like computers, much like electricity, there will be pros and cons to big technologies. That is the story of man. That is life," Vaynerchuk said.

"This is the most opportunistic technology that has ever been invented," he continued.

Vaynerchuk then pointed to the founders' own success as proof of the internet's power, and said that younger generations often underestimate its impact because they have never known a world without it.

"For 7-year-olds right now, they will never understand how profound AI is," he said.

Vaynerchuk added that young people should use their free time to learn content creation, strategy, app-building, and how to use AI throughout their lives.

He said AI tools and agents could automate chores, save money, and find sold-out items at the best price.

If he were 16 today, he would fully immerse himself in learning tools such as Grok, Gemini, Nano Banana, and Higgsfield. "Everything, everything, everything. All of it," Vaynerchuk said.

The entrepreneur has long been optimistic about AI's potential. In 2023, he said the technology was "coming fast" and that he believed workers could adapt to the disruption it'd bring.

AI tools are lowering the barriers for startup founders and small-business owners to create marketing content, build early product prototypes, and automate routine tasks that once required a bigger budget, specialized expertise, or additional staff.

At the same time, as those tools become more accessible, creativity may be the defining factor in standing out.