Matthew Dyer – GM & Co-Founder of Bookwell

Posted December 12, 2019, by Jenny
Matthew Dyer – GM & Co-Founder of Bookwell

In 2008, Matt Dyer was living in the UK when his girlfriend at the time, now his wife, showed him a website that allowed users to have takeaway delivered to their door without even picking up the phone.  Matt loved the concept, moved back to Australia and launched EatNow in 2010.  In 2012 Matt sold a majority stake in EatNow to Catch of the day, EatNow was merged with Menulog in 2015 and sold to Just Eat the same year.  After the acquisition, Matt launched Bookwell with Nathan Airey his co-founder. is Australia’s largest directory for booking health, beauty and wellness appointments online.  Find a service, read reviews, check availability and book online all in one place.

Talk us through a ‘typical day’ in the office

As the general manager, I spend time on most parts of the business.  I don’t really have a typical day. The business consists of tech and product, sales, marketing and operations.  General oversight on all of those functions and making sure we are making the right hiring decisions takes up most of my time.

What inspired Bookwell? 

My cofounder Nathan and I had discussed the opportunity when working on our previous business EatNow.  After we sold that business we started working on Bookwell right away. We saw the opportunity as beauty services are fragmented with no central information platform.  Often there is no ability to see real-time availability for services and many venues do not have online booking.  

What was your first job and what did it teach you?

When I was 15, my first job was stacking shelves in a supermarket.  I couldn’t stand being there and it was a good lesson at a young age.  It definitely solidified my thoughts that I wanted to go to University.

Talk us through your study and career journey

  I studied Computer Science in Adelaide.  I then worked for an IT consulting company for a few years before heading to the UK for five years.  While working as a programmer for the Daily Mail newspaper I saw the concept of online ordering for takeaway.  I started building EatNow right away after that and moved back to Australia to launch the business in 2010. EatNow merged with Menulog in 2015 and we sold that business in the same year.  I started working on Bookwell in 2016 after leaving Menulog.

What’s something you’d still like to learn?

Spanish.  I’m learning at the moment.

Give us a career highlight

Selling my previous business EatNow as part of the Menulog Group sale to Just Eat in 2015.

What’s the number one thing you do to ensure you get the most out of your day?

Avoid meetings unless very necessary.

What advice would you give to someone starting up their own company?

It generally takes a long time to build a business so make you’re sure up for the fight.


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