How-I-Got-Started-eBook 6607 KB

eBook
How I Got
Started
24
Inspiring
Stories
of Startup Challenges
and Success
How I
Got
Started
They overcame challenges. They took risks.
They made mistakes.
Welcome to the How I Got Started eBook
At the Australian Businesswomen’s Network, we recognise that life as a startup can
be a roller coaster. That’s why we do our best to help women new to business gain
access to good information, education and role models.
In this eBook, we present to you insights from 24 inspiring female role models –
business owners who have shared their startup story to make the business startup
ride a little easier for the rest of us.
In their stories, these inspiring businesswomen tell us:
• Why they got started and how they got the idea for their business;
• Their favourite aspects of running a business (and some aspects they don’t love);
• The advice they wish they had received when they started their business.
How I
Inside you’ll find more than 60 pieces of free business advice and startup success
tips. We hope it helps you fulfil your startup dream.
Started
Sincerely,
Welcome
Got
2
Suzi Dafnis
Community Director
Australian Businesswomen’s Network
P.S. In this eBook, you’ll also find information about the Australian Businesswomen’s
Network and the work we do to help women start, manage and grow businesses.
Table of Contents
How I
Got
Started
Table of Contents
About the Australian Businesswomen’s Network .........................................................4
Kelly Baker-Jamieson, Edible Blooms...........................................................................5
Megan Barrow, JoElla Marketing...................................................................................7
Tracy Braithwaite, Braithwaite Property...........................................................................9
Sarina Bratton, Orion Expedition Cruises......................................................................11
Sharon Chim, Queenbee.com.au.................................................................................13
Caroline Clements, Suit Yourself....................................................................................15
Jan Clogg, Credence Business Solutions....................................................................17
Yvonne Collier, Maddison Training.................................................................................19
Melinda Cruz, Miracle Babies Foundation.....................................................................21
Jodie Fox, Shoes of Prey...............................................................................................23
Cheryl Hayman, Hayman Strategy................................................................................25
Fiona Horman, Regency Media Group.........................................................................27
Sue Ismiel, Sue Ismiel & Daughters...............................................................................28
Clair Jennifer, Wombat Boutiques.................................................................................30
Christine Kininmonth, Fertile Mind.................................................................................31
Karaline Loiterton, Wedding List Co..............................................................................33
Sarah Mandelson, Serendipity Ice Cream.....................................................................35
Eleni Mitakos, Galmatic.................................................................................................36
Jodie Morrison, Steppin’ Out.........................................................................................38
Catriona Pollard, CP Communications..........................................................................40
Serena Ross, Dressedup.com......................................................................................42
Belinda Weaver, Copywrite Matters...............................................................................44
Diana Williams, Fernwood Fitness.................................................................................46
Diana Wilson, Bebrite....................................................................................................48
Discover Premium Membership ...................................................................................50
About the Australian Businesswomen’s Network
How I
Got
Started
The Australian Businesswomen’s Network is the go-to
place for women who are committed to creating their
own business success.
Whether you’re starting a business, growing a business, or looking to advance your career, we’re
here to empower you with the education and inspiration you need to achieve your goals.
About the Publisher
Learn.
4
We want to help you learn the skills you need to manage and grow your business effectively. You may
already have many of the skills you need, but we all have knowledge gaps that can make running our
business a little bit challenging.
As a Premium Member, you have access to an ever-growing online library of business training
resources, specialised training programs and expert webinars, to watch at your leisure, wherever
you are. Find out more…
Connect.
The richness of the Australian Businesswomen’s Network is its members — the inspiring female
entrepreneurs who are part of the community. Our member directory helps businesswomen just
like you make essential business connections. The Australian Businesswomen’s Network offers
a ready-made network (15,000+ and growing!), including some of the most valuable business
contacts in Australia.
As a Premium Member, you will be able to connect and collaborate with businesswomen who
can share their knowledge and experience, and use yours. You will also get an exclusive invitation
to join our quarterly Roundtable events in each capital city. Find out more…
Promote.
We love promoting our members to the 15,000+ (and growing) community. Every week, we are
approached about sourcing the right people for media, speaking and authoring opportunities,
and the member directory is the first place we look! We also love to promote your news, your
developments and your success.
As Premium Member, you will have exclusive access to some amazing publicity opportunities
and promotional channels to bring your business to new audiences. Find out more…
How is the ABN different?
The Australian Businesswomen’s Network doesn’t focus on face-to-face events with goody bags
and quick networking over coffee. Instead, we connect you with the knowledge, inspiration and
people you need to create your own success. ABN membership lets you learn anytime, anywhere,
with every-day access to training and resources. Plus, you can stay connected to your community
where you are and from the comfort of your own home.
Our guarantee.
Take advantage of the benefits that come with your membership and you’ll promote your
business, grow your network, be inspired and expand on the skills you need to grow into your full
business potential.
Membership includes over $5,000 in annual benefits for just $59 a month, cancel any time.
And, when you join now, we REWARD YOU with $100 off annual membership. Use coupon code
higsmember at checkout.
Kelly Baker-Jamieson
“
Edible Blooms
How I
Got
Started
I remember always wanting to run my
own business...
”
Quality and consistency keeps Kelly Baker-Jamieson’s
startup business, Edible Blooms, rosy
How I Got Started
Kelly Baker-Jamieson had a vision to start her own business. The idea of edible
bouquets made from fresh fruit, blossomed into a successful business startup. In 2005,
just three months after she first had the business idea, Edible Blooms opened its first
store in Brisbane.
5
Edible Blooms acts as both a catering service and a florist and supplies high-quality edible
bouquets. The innovative business does more than satisfy your appetite, it puts the fun
back into gifting with an easy online service.
“Edible Blooms is just like a florist, but you get to EAT our bouquets on arrival.”
“I love sending beautiful flowers, but always found it hard to get consistency in the quality
and product. Since opening our colourful doors, we have been honoured with the
2009 Telstra MYOB Small Business of the Year for Australia.”
The business has a strong focus on quality and consistency, which has enabled Edible
Blooms to grow largely through word of mouth. More than 60% of daily sales come from
returning customers and referrals.
Kelly’s favourite aspect of running a business is in using her creativity and seeing her ideas
come to fruition.
“I have enjoyed the inevitable experience in business of making mistakes. When
something goes wrong, it challenges you to think outside the square for a solution. Some
of my best strategies have been the result of mistakes.”
For those starting out in a new business, Kelly recommends that
you learn how to manage your cash flow and how to connect with
your customers.
For this, she suggests that you should ask yourself the following questions:
1. Who is my customer? Am I connecting well with them?
2. How can I ‘cut through’ the clutter and tell them about my product/service?
3. What is my cash flow cycle?
Kelly Baker-Jamieson
Edible Blooms
“
Started
I remember always wanting to run my
own business...
”
Kelly wishes she had known the following advice before starting her business:
1. When starting out, cash flow is the lifeblood of your business.
2. Hire slowly.
3. Make sure your employees match the brand values you are building.
Kelly Baker-Jamieson’s advice for starting a business:
How I Got Started
1. Take a holiday before you get started!
2. Surround yourself with positive, can-do people.
3. Build systems so that you can automate as much as you can.
6
How I
Got
Contact Kelly
Website: www.edibleblooms.com.au
LinkedIn: au.linkedin.com/pub/kelly-baker-jamieson/3/aa7/871
Megan Barrow
How I
Got
JoElla Marketing
“
Started
My love of social media started me thinking
about my own business...
”
A love of social media led Megan Barrow to help small
business owners take control of their marketing
Megan Barrow, Director of JoElla Marketing, understands the struggles of small business
owners and works to ensure they understand the marketing techniques that are best
suited for their business.
How I Got Started
Megan looks at marketing like a journey and encourages business owners to understand
what they’re doing and why, essentially embracing their authentic self and business values.
7
“Being allowed on their journey is a privilege. To see that my work makes a difference to
them and their business is pure joy for me.”
Megan faced many obstacles in the startup of her business, but this enabled her to give
customers down-to-earth, honest advice. She understands that business owners asking for
marketing assistance can be vulnerable and feel at a loss.
“I was getting angry seeing small businesses get manipulated into expensive contracts and
platforms they didn’t need, or know how to use effectively. I decided it was time for a
marketer with a genuine care-factor for business’ success, who remained by their side
for as long as they needed, to enter the marketplace. I decided to step up to that plate!”
The business idea originated through her love of social media. She discovered the impact it
had on business’ marketing and communication. Although at first she was going to mostly
focus on digital/online marketing, she discovered a real need for small business owners
requiring holistic marketing advice and help.
Megan Barrow views the Australian Businesswomen’s Network as
more than a networking tool.
Megan says that she sees the Australian Businesswomen’s Network as one of the best
professional development resources, with like-minded members of different professions,
helping her grow personally and professionally.
After attending a few webinars, Megan gained huge respect for the ABN’s business
philosophy and Suzi Dafnis’ approach to business mentorship.
“The Australian Businesswomen’s Network was almost a lifeline for me in my first
year of business. As a Premium Member, I joined Community Director, Suzi Dafnis,
and other ABN members at quarterly Roundtables and met the most genuine, savvy
businesswomen who not only offered amazing goodwill advice but also seemed to care
about my success.”
Megan Barrow
How I
Got
JoElla Marketing
“
Started
My love of social media started me thinking
about my own business...
”
“Thoughtful and inspiring businesswomen, all with goodwill agendas, equally contribute
to the regular newsletter and blog. Now I am blogging for ABN and can only hope I
inspire others the way I have been.”
How I Got Started
Megan shares three pieces of business advice she wishes she
knew before starting up her business:
8
• Give good value to your cost of service and be brave when invoicing.
• Understand that small business owners are no longer skilled employees, but that they
become every aspect of their business.
• Always be thinking about business improvements, clients, cash flow, marketing everything! The holistic approach encourages each aspect of the business to be assessed
and improved.
Megan addresses the need for confidence, passion, and determination.
“I don’t think there is any specific skill-set you need other than to be confident, know the
risks and be willing to do it anyway.”
Megan Barrow’s advice for starting a business:
1. Your past associates won’t value your new worth as a business owner. It’s your new clients who
will value you.
2. Surround yourself with amazing business owners and mentors to bounce ideas with and
support you when times are tough.
3. Be kind to yourself and be your ultimate cheerleader, as most people won’t understand.
Contact Megan
Website:
Twitter:
Facebook:
LinkedIn:
Blog:
YouTube:
www.joella.com.au
www.twitter.com/MeganBarrow
www.facebook.com/JoellaMarketing
www.linkedin.com/in/meganebarrow
www.joella.com.au/blog
www.youtube.com/user/JoellaMarketing/videos
Tracy Braithwaite
Braithwaite Property
“
How I
Got
Started
My major client suggested that I start my
own company...
”
Tracy Braithwaite braved the fear of financial risk and
jumpstarted her real estate services business
Tracy Braithwaite was driven and passionate about delivering professionalism to her clients.
Her knowledge and expertise moved her from a steady, corporate position, into starting a
small business venture - Braithwaite Property, a successful real estate services business.
How I Got Started
“I love the fact that I can offer and deliver exactly what the client requires.”
9
Braithwaite Property helps clients understand their real estate needs such as their lease
obligations, finding new premises, relocating to new premises, cost savings where possible,
and provides market rates so that they understand they are paying the correct rate.
“My major client suggested that I start my own company as they were frustrated that I was
not actually managing their properties and they wanted me to be hands on.”
Tracy Braithwaite was apprehensive about starting a business on her own, especially with
home responsibilities and the potential business financial risks.
“My husband and I had a mortgage and our daughter was two years old, so it was not a
decision I took lightly.”
After solid thought about the business proposal, she started small. Her first venture began
with one client and one building to manage.
“I slowly built up the business and 16 years later, I still have my original client.
“Being small, I can tailor my services to suit my clients’ needs. There is no red tape, the
buck starts and stops with me. I also enjoy spending time with my children, so I have
been fortunate to attend most school functions, sports and swimming carnivals whilst
still working. Flexible working hours are great.”
Tracy strongly suggests that you familiarise yourself with accounting, taxation, legal factors,
human resources, and financial costs for the running of the business, before making any bold
business plans.
Tracy wishes she knew a few things before she started out in her
real estate business:
• Listen to an accountant to grasp and understand all financial obligations.
• Understand that running your own business means you are accountable to all your
clients, not just your boss.
Tracy Braithwaite
Braithwaite Property
“
How I
Got
Started
My major client suggested that I start my
own company...
”
• Know that not every new business is a good business - risk-taking is self-explanatory.
Make sure the good aspects outweigh the bad, and be fully confident in your services
and expertise.
How I Got Started
The Australian Businesswomen’s Network allowed Tracy to meet other like-minded
women, attend its enjoyable webinars, and read useful articles provided on the Australian
Businesswomen’s Network website.
10
“Being a member of ABN has given me a very helpful resource at my fingertips. ABN
provides information usually drawn on experience and expertise from within the
membership group. As the membership is not profession specific, there is a wide-range of
topics that are covered at a wide range of stages of businesses.
“The ABN provides a forum to listen to others in similar situations and how they
overcome or handled that situation.”
Tracy Braithwaite’s advice for starting a business:
1. Engage with an accountant whom you feel comfortable with and listen to what they have to say.
2. Be prepared to ride the roller coaster - the highs are great, but the lows can be low.
3. Learn how to manage staff. It will save a lot of angst, time, and money.
Contact Tracy
Website: www.braithwaiteproperty.com.au
LinkedIn: www.linkedin.com/pub/tracy-braithwaite/37/808/718
Sarina Bratton
Orion Expedition Cruises
“
How I
Got
Started
After a visit to the Kimberley on a friend’s
super yacht, I was intrigued by the beauty...
”
Orion Expedition Cruises’ founder Sarina Bratton’s
commitment to vision provides life-changing
moments for travellers
How I Got Started
Sarina Bratton is an entrepreneur by definition - her drive for business success and her
hard-work ethic just two of her many inspiring traits.
11
“Orion Expedition Cruises is the second cruise startup I have created. After a visit to the
Kimberley on a friend’s super yacht, the beauty, the remoteness, the pristine wilderness
and the challenging operational environment it offered, intrigued me.”
Sarina wanted all her family and friends to experience this unique destination. It didn’t take
long for her to realise that she needed a specialised, small ship to operate in this region.
“Being able to provide ‘life changing’ moments for our guests is such a rewarding
aspect of the business.
“We take guests where big ships are unable to travel, plus there is no comfortable air
or land alternative apart from chartering your own light plane or chartering your
own boat. I also love to provide our staff with the opportunity to grow and expand
their careers. Often times I will ‘stretch’ people to give them that opportunity to
take the next step.”
Orion, a spacious, purpose-built expedition ship is designed to explore locations that larger
ships cannot contemplate, and offers guests attentive five-star service on-board. Just 100
guests are cared for by 75 professional crew.
Three things Sarina wishes she had been told before she started
in business:
1. Never have a shareholder who has control over a major asset of the company.
2. Ensure you have the right mix of shareholders. This can change at different stages of the
company’s development.
3. Allow more time than you expect in your launch business plan.
Sarina recommends that the main skills and expertise for starting a business are passion
and commitment to your vision.
Sarina Bratton
Orion Expedition Cruises
“
How I
Got
Started
After a visit to the Kimberley on a friend’s
super yacht, I was intrigued by the beauty...
”
Sarina Bratton’s advice for starting a business:
1. Be very clear about what is unique about your business. Why will people want to purchase your
product instead of a competitors’?
2. It’s all about revenue - focus on driving the sales hard from day one.
3. Be prepared to work the hardest you have ever worked for the first three years.
How I Got Started
Contact Sarina
12
Website: www.orionexpeditions.com.au
LinkedIn: au.linkedin.com/pub/sarina-bratton-faicd/44/59b/13
Sharon Chim
How I
Got
Queenbee.com.au
“
Started
I began selling breastfeeding clothes online to
fill a gap in the market...
”
Sharon Chim’s maternity-wear boutique helps expecting
mothers avoid fashion crises
How I Got Started
Sharon Chim’s maternity-wear business, Queen Bee, has something for every expecting
mother. Sharon’s hard work has made hers one of the most sought after online Australian
boutique on every pregnant woman’s wish list.
13
From a small home-based business started in May 2005, Queen Bee is now global and
stocks the latest in designer maternity fashion. Lead by Sharon’s vision, Queen Bee guides
women to embrace their new-found curves.
The perks of being a mum, and her son’s inconvenient sleeping patterns, sparked Sharon’s
business venture. “My first son Mitchell never slept much as a baby so I was constantly
awake all hours of the night and perhaps you can say I ‘dreamt’ up the idea!”
“There were no stylish garments on the Australian market.”
She started selling breastfeeding clothes online because she saw a gap in the market. The
business took off and has expanded.
“Initially I ran the business from my garage but it grew quickly. We now have a large
warehouse and a lovely modern office. We expanded into maternity wear and we have
never looked back .”
Her favourite thing about the business is the flexibility it allows, enabling her to spend time
with her family.
“I have immensely enjoyed being a full-time mum to my two young boys.”
Sharon also enjoys the graphic design aspect of the online business. Her input into the
graphic designs, ranging from advertisements, newsletters and banners, have helped
enormously with sales.
“I do all the graphic design on the site myself and update the homepage daily to keep it
looking fresh and professional. I love graphic design and knowing exactly the look and
feel I want for my website is crucial and what sets us apart from the rest.”
Her expertise as an accountant is a bonus for the business.
“Being in complete control of our accounts has helped us know the stock levels to keep for
efficient cash flow and also to plan and budget for future ventures.”
Sharon acknowledges that “accounting skills are fundamental to any business!” and
recommends small business owners aquire and develop this skill.
Sharon Chim
How I
Got
Queenbee.com.au
“
Started
I began selling breastfeeding clothes online to
fill a gap in the market...
”
Sharon Chim’s advice for starting a business:
1. Study. Do a small business course.
2. Seek help in finance. Get a professional accountant who understands your business.
3. Outsource. Outsource when you need to, it’s the only way you will grow.
How I Got Started
Contact Sharon
14
Website:
Twitter:
Facebook:
LinkedIn:
Blog:
Pinterest:
www.QueenBee.com.au
www.twitter.com/queenbeestyle
www.facebook.com/queenbeematernity
au.linkedin.com/in/queenbeematernity
www.queenbee.com.au/maternity-fashion-blog.aspx
www.pinterest.com/queenbeestyle
Caroline Clements
Suit Yourself
“
How I
Got
Started
After working in the men’s fashion industry
in London, I decided to start my own
tailoring business...
”
Caroline Clements’ successful startup business ‘Suit
Yourself’ transformed the men’s fashion industry
How I Got Started
Caroline Clements never quite envisioned herself working in the men’s fashion industry.
However, a trip to London landed her right in the middle of a specialised tailoring
company.
15
After Caroline graduated from Monash University in 1989, she knew she needed more
experience and decided to set off to London. While in the UK, she gained valuable
work experience in the men’s fashion industry and marketing, and obtained the skills to
confidently start her own business.
Caroline returned to Australia in the midst of the recession. But, after researching the
marketplace, she still decided she would start her own tailoring business, Suit Yourself.
Launched in 1992, the company provides a personalised service supplying men’s tailored
suits and shirts.
“I always think of the advice I was given that your clients are like a glass of milk. If
there is a crack in your glass and the milk (your clients) starts to drip out, it is expensive to
fill the glass again. Hold those clients in the glass and nurture them. That is the most
cost-effective way of running your business.”
Caroline Clements has learned a lot in growing Suit Yourself.
Her favourite aspects of running the business include the flexibility of time management,
the low overheads due to no retail overheads, and the access to the use of all the tools and
opportunities gained through education and experience.
Caroline believes if she searched for professional advice to structure the business right
from the beginning, she would have set more achievable goals. Some guidance in the
business best practice would have also helped her to implement these goals.
To those starting out in any business, Caroline suggests developing proper business skills,
including management of capital and investment. She also suggests ensuring that you
have all business setup requirements fulfilled, such as legal requirements, a business name,
a trademark and more.
For Caroline, taking the time to meet and communicate with people across all industries in
Melbourne, is rewarding. She also loves the variety of work within each day.
Caroline Clements
Suit Yourself
“
How I
Got
Started
After working in the men’s fashion industry
in London, I decided to start my own
tailoring business...
”
Caroline Clements’ advice for starting a business:
1. Develop strategies for all aspects of the business.
2. Believe in yourself and your product or service.
3. Nurture your clients - they are the most important aspect of your business.
How I Got Started
Caroline Clements is a Businesswomen’s Hall of Fame inductee. Read her full story here.
16
Contact Caroline
Website: www.suityourself.com.au
Facebook: www.facebook.com/pages/Suit-Yourself/276897345654417
LinkedIn: www.linkedin.com/pub/caroline-clements/19/2/283
Jan Clogg
Credence Business Solutions
“
How I
Got
Started
A chain of events in late 2009 provided the
motivation and opportunity for me to pursue
my passion...
”
Jan Clogg used one of life’s ‘curveballs’ to take a new
direction in business
Jan Clogg was enjoying full-time employment in a senior management role, but when her
boss decided to sell the business, she questioned her next step. Should she follow him to
his next business?
How I Got Started
To her own surprise, she decided to leave the world of employment behind to pursue her
real passion, and to work in the front line of her own small business.
17
“It was something I didn’t expect. My boss’s move was like a catalyst for me to challenge
myself… Life’s curveballs are thrown for a reason – to shift your path into a direction that
is meant for you.”
Jan now owns and manages Credence Business Solutions, a company that provides full
traditional bookkeeping solutions, including the preparation and lodgement of all aspects
of administration.
Admitting it wasn’t easy to start, she says, “I believed then, and still do, that I can make
a difference to the way many small businesses generally act and think about their
bookkeeping and finances.”
It is her best reward when she “delivers efficiencies to the client’s business that they never
dreamed were possible… I leave them feeling empowered with accurate, up-to-date and
customised information at their fingertips.”
Jan is a member of the Australian Businesswomen’s Network (ABN). After a
recommendation from a colleague, Jan joined the ABN in mid-2012 to quickly gain
knowledge and encouragement in the world of social media. She encourages others to
interact with like-minded women in business, to listen to members’ stories and to learn
and share experiences and expertise across the network.
“The network’s resources and available course materials have been invaluable to growing
my business… The regular emails from Suzi Dafnis are a bonus and keep me focused,
updated, and on track.”
Jan wishes she had been given these three pieces of advice when
she first started her business:
1. It is important to ask for help! You should cover all aspects of business - those involving
leadership, management, finance, Marketing, HR, IT, production, and in house systems.
2. Use specialists for particular tasks - things that require graphic designers, public relations experts,
bookkeepers, and other things you think you can do; you could be working on your passion, and
it saves you money in the long run.
3. Have a blueprint of your future goals. Take note of where you are now, where you wish to be in
the near future, followed by your ultimate long-term goals for the business.
Jan Clogg
Credence Business Solutions
“
How I
Got
Started
A chain of events in late 2009 provided the
motivation and opportunity for me to pursue
my passion...
”
Jan also recommends getting training on these necessary business skills and approaches:
• Have business, finance, marketing and communication skills.
• Know the basics - be aware of risks and ask the right questions when using other professionals.
• Read, research, and be willing to learn. Business is a journey, not a destination.
How I Got Started
Jan Clogg’s advice for starting a business:
18
1. Be passionate about what you do. Believe in yourself and your ability to deliver, but do your homework!
2. Be open and honest, and build on trust in the community - network, network, network!
Reputations are not built overnight.
3. Be an expert and know what you are doing, as you will be constantly challenged in the long haul.
Contact Jan
Website: www.credencesolutions.com.au
Facebook: www.facebook.com/pages/Credence-Business-Solutions/144997305663491
Yvonne Collier
How I
Got
Maddison Training
“
Started
I wanted to combine my corporate and
teaching background to help people be
more effective communicators...
”
Flexibility, freedom, and passion keeps Yvonne Collier’s
Maddison Training in the business of helping others
speak up, despite everyday challenges
How I Got Started
Yvonne Collier of Maddison Training is passionate about people being able to stand
up for themselves, especially when faced with workplace problems such as sexual
harassment and bullying.
19
When asked why she does what she does, Yvonne explained to us that “helping people
with timid behaviours speak up, and those with aggressive behaviours tone it down and
develop empathy,” is important; social skills in the workplace have positive results on the
overall running of a business.
Maddison Training works with teams and individuals to help produce cooperation, greater
unity, and clear communication for greater profit and productivity. Unhelpful behaviours,
silos, and unconstructive conflict are transformed into improved communication, team
spirit, and enthusiasm.
Yvonne’s genuine approach and passion for her business plays a part in its ongoing
success. Her seminars are successful because she confidently speaks about her passion and
expertise, and most importantly, she believes in what she delivers.
“My favourite aspect of running my business is flexibility and freedom! Every day is different.
There are challenges. However, the positives outweigh the negatives.”
Yvonne identifies people skills, communication skills and development skills as important
areas of business.
Yvonne Collier’s advice for starting a business:
1. Be very specific about your target market. Be able to identify and target specific people.
2. Spend a certain amount of time doing sales/marketing for your business.
3. Develop systems and strategies for your business.
Being a member of the Australian Businesswomen’s Network has provided Yvonne with
great people, connections, and promotional opportunities… “ABN’s BOOKED for Lunch
author webinars [are] particularly valuable.”
Yvonne Collier
How I
Got
Maddison Training
“
Started
I wanted to combine my corporate and
teaching background to help people be
more effective communicators...
”
“There is so much information out there in the world and on the net - ABN brings the
world’s best to you and your computer.”
Contact Yvonne
How I Got Started
Website: www.maddisontraining.com.au
Twitter: www.twitter.com/yvonnecollier
LinkedIn: www.linkedin.com/in/yvonnecollier
20
Melinda Cruz
Miracle Babies Foundation
“
How I
Got
Started
I wanted to support the families of premature
and sick babies...
”
A personal life experience led Melinda Cruz to help
families with premature and sick babies
How I Got Started
Melinda Cruz of Miracle Babies Foundation is an inspirational entrepreneur who works each
day for a great purpose. Since 2005, Miracle Babies Foundation has developed and provided
vital programs and resources to support families dealing with a premature or sick newborn,
and to help their hospital journey and their transition to home.
21
“For families, the experience of having a baby come into the world not as expected or
planned, is life changing. Without support, this overwhelming and traumatic experience
can have lifelong effects on the emotional wellbeing of these miracle families. It affects
the entire family unit.”
The initiative to start the Miracle Babies Foundation came from Melinda’s own experiences
with childbirth.
“Due to a bicornuate (heart shaped) uterus, my first son, Elijah, was born at 34 weeks, and
spent two and a half weeks in the Newborn Intensive Care Unit (NICU). My second son,
Dillon, was born at 27 weeks and resuscitated at birth. He spent nine weeks in hospital
before being allowed home.
“Having had two babies cared for by the NICU, I desperately wanted to remain linked to
other mothers of premature babies - people who had gone through what I had. I also
wanted to give back to the NICU and thank the wonderful staff whom I credit for saving
my babies’ lives and making us a family.”
For anyone starting a business, Melinda believes it is important you truly believe in what
you are doing and in being of service to others. Just get started! Don’t wait until you
have all the answers figured out; don’t be afraid to ask lots of questions; and be willing to
acknowledge both your strengths and your weaknesses. Say yes often and start building a
network of successful like-minded people around you.
“What gives me goose bumps is the life changing and life saving difference we are
making in the neonatal space. Working with both families and health professionals and
together developing and implementing new initiatives that change a families experience
at an extremely traumatic time, is incredibly rewarding.”
Admittedly for Melinda, it was a challenge to grow Miracle Babies Foundation as it was a
not-for-profit organisation, but she wouldn’t change a thing. Melinda acknowledges her
team for the work that they do. She has enjoyed seeing her idea become a reality.
Melinda Cruz
Miracle Babies Foundation
“
How I
Got
Started
I wanted to support the families of premature
and sick babies...
”
Melinda Cruz’s advice for starting a business:
1. Trust your gut - it always speaks your truth.
2. Build your team with people who are smarter than you are.
3. Create a supportive, meaningful network of external people around you.
How I Got Started
Melinda Cruz is a Businesswomen’s Hall of Fame inductee. Read her full story here.
22
Contact Melinda
Website: www.miraclebabies.org.au
Twitter: www.twitter.com/melinda_cruz
Facebook: www.facebook.com/MiracleBabiesFoundation
Jodie Fox
Shoes of Prey
“
How I
Got
Started
I co-created a business to solve a problem of
my own - I couldn’t find shoes that I
really loved.
”
Jodie Fox’s love for shoes and technology lead to the
breakthrough online business Shoes of Prey
Jodie Fox has helped answer that often-asked question, “What shoes do I wear?” with her
business Shoes Of Prey, an online retail store that allows women to design their own shoes.
How I Got Started
“We believe that every woman should have her perfect shoe.
23
“I created a business with my two co-founders Mike Knapp and Michael Fox in order to
solve a problem of my own - I couldn’t find shoes that I really loved.”
Since 2009 Shoes of Prey has been making flats, heels, wedges and sandals designed by you,
for you. The process uses a fun and easy 3D designer where customers choose the shape,
colour and heel-height of their shoes. The designs are then custom-made according to the
specifications of your very own personalised shoe.
The business began with Jodie designing creative shoes for herself, but compliments from
her friends soon gave her the idea to pursue this creative retail niche.
“Whilst travelling, I found someone to whom I could commission my shoe designs and as
my shoe collection became exciting, my girlfriends asked me to commission designs for
them too.”
Jodie’s favourite part of running the business is creating something that meaningfully
solves a problem for many women.
“At a more granular level, this means shoe design; at a higher level, it’s creating an
innovative and sustainable organisation that will continue to answer that problem.”
Jodie wishes she knew these three pieces of advice before she
started her business:
1. Firstly, just focus. Keep your eye on the final goal. This ultimately keeps you motivated.
2. Secondly, there is no room for shyness. You have to be determined and outspoken when
achieving what you want.
3. Thirdly, compartmentalise stress and panic when you have to make fast and tough decisions.
For entrepreneurs, Jodie recommends that you familiarise yourself with a few skills and
areas of expertise before you start. In particular, data collection and insights, financial
management and public relations.
Jodie Fox
Shoes of Prey
“
How I
Got
Started
I co-created a business to solve a problem of
my own - I couldn’t find shoes that I
really loved.
”
Jodie Fox’s advice for starting a business:
1. Just make a decision and see what happens.
2. Plan ahead. Do everything before you’re ready.
3. Have passion and believe in the work that you create and do.
How I Got Started
Contact Jodie
24
Website:
Twitter:
Facebook:
LinkedIn:
Blog:
www.shoesofprey.com
www.twitter.com/shoesofprey
www.facebook.com/shoesofprey
au.linkedin.com/pub/jodie-fox/1/935/56b
www.shoesofprey.com/blog
Cheryl Hayman
Hayman Strategy
“
How I
Got
Started
I wanted to have a more flexible lifestyle, and
to focus on what I enjoyed the most about
strategic marketing...
”
Fed up with office politics, strategic marketer Cheryl
Hayman ventured into a successful startup business
How I Got Started
Starting a new business can be a fresh beginning toward success, and for Cheryl Hayman,
moving out of office politics and into a different professional role, proved to be the
beginning of the successful startup business, Hayman Strategy.
25
Cheryl decided to go into business because she wanted a more flexible lifestyle. She
wanted to focus on strategic marketing roles, which she enjoys most, and where she felt
she could offer maximum value for time.
“I wanted to tackle a more diversified range of opportunities and challenges across an
array of industries, as well as to professionally develop myself through a portfolio of career
activities.”
Cheryl enjoyed doing the thinking, the work and developing a team, but she was fed up
with office politics and lots of time-wasting meetings and other activities.
Hayman Strategy is a successful startup company that provides a broad range of business
and marketing solutions. As a strategic marketing consultancy company, they help
businesses work out how to build their brands and make the brands more appealing to
customers.
“I focus on differentiating your business and its offer, and making sure that it is positioned
clearly for customers, so that you provide an advantage over your competitors.”
Cheryl’s favourite aspect of running her business is the experience of meeting new people
and dealing with different scenarios and brands. She enjoys tackling new marketplace
problems and emerging trends. Cheryl says that it provides great stimulation and
motivation, and ensures she continues to develop personally and professionally.
In the midst of developing her business, advice from others really went a long way.
Here are three pieces of advice Cheryl Hayman wishes she had
received when first starting her business:
1. Work through the pricing structure of your services using advice from industry colleagues.
2. Start slowly and manage expectations.
3. Put into writing some of the key building blocks, rather than a scattergun approach.
The Australian Businesswomen’s Network has supported Cheryl to overcome business
challenges by providing her with knowledge and know-how about managing a social
media presence. This has helped her to evolve her business.
Cheryl Hayman
Hayman Strategy
“
How I
Got
Started
I wanted to have a more flexible lifestyle, and
to focus on what I enjoyed the most about
strategic marketing...
”
Cheryl recommends that those starting out in business get skills and knowledge in finance,
social media (comfort with it, at minimum), marketing basics and project management.
Cheryl Hayman’s advice for starting up a business:
How I Got Started
1. Ensure you have a fabulous web presence as a focal point for building your brand and your
customer base.
2. Ensure all marketing materials reflect a consistent and clear business message.
3. Seek out mentor(s) who can provide valuable advice, perspective and objectivity, which you may not have.
26
Contact Cheryl
Website:
Twitter:
Facebook:
LinkedIn:
www.haymanstrategy.com
www.twitter.com/cherylhayman
www.facebook.com/pages/Hayman-Strategy/133169383376523
www.linkedin.com/in/cherylhayman
Fiona Horman
Regency Media Group
“
How I
Got
Started
I was about to marry and have kids and I
was given the opportunity to buy a
small company...
”
A bold career move landed Fiona Horman a business
she could run while growing a family
How I Got Started
Fiona Horman successfully runs Regency Media Group, a privately owned Australian
company that manufactures media for the home entertainment industry. Since she took
over the business in 1986, it has grown to become Australasia’s most experienced, locallyowned electronic media manufacturing business.
27
Fiona purchased the company 18 years ago when the plant had three employees and
manufactured 1,000 cassettes a day. Under her guidance, leadership and vision, the
company employs close to 150 people and manufactures over 10 times than what it used
to, grossing a net worth of $60 million annually.
“I was about to marry and have kids. I was given the opportunity to buy a small
company, which I had been working for. I thought it would be easier to have a family if I
worked for myself.”
Fiona’s favourite aspect of running the business is the constant interaction with clients. The
small steps and daily successes are things she looks forward to.
“I enjoy negotiating deals and winning new clients.”
Fiona wishes she knew a few things before she started. Firstly, that perseverance pays.
Secondly, she suggests you immerse yourself from bottom to top in your business, as this
will benefit you as it grows. Thirdly, she believes that you should never give up.
Fiona suggests you familiarise yourself with finances. She stresses the importance of
having a strong financial understanding of your business.
Fiona Horman’s advice for starting a business:
1. Research your clients and competitors on a quarterly basis.
2. Watch your cash and pay attention to three months forward cash flows.
3. Follow your intuition.
Fiona Horman is a Businesswomen’s Hall of Fame inductee. Read her full story here.
Contact Fiona
Website: www.duplication.com.au
LinkedIn: www.linkedin.com/pub/fiona-horman/5/458/a75
Sue Ismiel
Sue Ismiel & Daughters
“
How I
Got
Started
My love and concern for my six year old
daughter led me to develop my
first product...
”
Sue Ismiel’s kitchen hair removal invention has grown to
an internationally known brand, Nad’s
Sue Ismiel’s kitchen formula for her daughter’s sensitive skin was, unbeknownst to her, the
first step toward business success. The formulation is an extremely effective, natural, and
no heat, hair removal substance that was great for her young daughter’s sensitive skin.
How I Got Started
Sue Ismiel is now the founder and managing director of Sue Ismiel and Daughters Group, an
Australian family-owned company with a global reputation.
28
Through word of mouth, knowledge of the natural hair removal product spread through
Sue’s family and friends. Not too long after, the product was being sold to the consumer
market in Australia.
In 1998, Nad’s Natural Hair Removal Gel entered the United States market in what was the
most successful product launch of its kind, and is now also sold in the UK, New Zealand
and Middle East. The phenomenal success of this one product provided a platform for
Nad’s to develop a range of innovative depilatory and skincare products, and to acquire a
reputation as experts in hair removal.
Sue has the support of her three daughters, Nadine, Natalie and Naomi, who are actively
involved in the day-to-day running of the company, working alongside an experienced and
passionate team.
The product came about through a matter of necessity for her daughter, Nadine, and her
sensitive skin. After years of hard work, great discipline and entrepreneurship, Sue and her team
grew the business.
“I had no money, so I used my $5,000 long-service leave to invest in the startup of my business.
Our family business went from strength to strength organically without having to borrow for
this growth.”
Sue Ismiel took many calculated risks, which paid off greatly through the startup of
her business.
“One of our strongest business values is building professional relationships that are based
on honesty, integrity and trust. My philosophy is that: for as long as we as a business
operate with honesty and integrity, we will be successful.”
Research and development has continued to be a major focus for the growth of the
family business.
Sue Ismiel
Sue Ismiel & Daughters
“
How I
Got
Started
My love and concern for my six year old
daughter led me to develop my
first product...
”
“My eldest daughter Nadine heads the research and development department and works
with top scientists to create world class products to bring to market. We are in business to
satisfy our customers first and foremost. So, we listen, we learn, we invent and we grow.”
One of Sue’s favourite aspects of running the business is being in control and taking the lead.
How I Got Started
“I get to sit in the driver’s seat of my family business. I have to decide where we should play
to win and where we should not play at all when confronted with enormous challenges
and endless opportunities.”
29
To those starting out in a new business, Sue recommends that you acquire sales and
marketing skills, as well as finance skills. She also suggests being aware of people’s own
agenda and ensuring your entire team is travelling in the same direction.
“Invest in people with the right attitude and proven track record and celebrate your
achievements.”
Sue Ismiel’s advice for starting a business:
1. Believe in yourself and your ability to succeed. Do not let the doubters cloud your visions.
2. Start small and learn from the mistakes you are no doubt going to experience along the way.
3. Think BIG and go global.
Sue Ismiel is a Businesswomen’s Hall of Fame inductee. Read her full story here.
Contact Sue
Website: www.nads.com
Twitter: www.twitter.com/sueismiel
LinkedIn: au.linkedin.com/pub/sue-ismiel/4a/893/741
Clair Jennifer
Wombat Boutiques
“
How I
Got
Started
Wombat was a childhood dream. At the age
of seven I decided I was going to be a
fashion retailer...
”
Hard work and a childhood dream sewed up business
success for Clair Jennifer’s Wombat Boutiques
Starting off at a young age with not much in her back pocket, Clair Jennifer used hard work,
perseverance and determination to turn her love for fashion and clothing into a successful business.
How I Got Started
“Armed with self-determination and passion, nothing was going to stop me.”
30
Clair was 19 years old when she started Wombat Boutique. She only had $2,000 and secondhand shop fittings. Armed with determination and a hunger for success, she grew the
business into a national chain of 54 highly successful fashion retail stores.
“Wombat was a childhood dream. At the age of 7, I had decided I was going to be a fashion retailer.”
Creating and experimenting with fashion and making a name for herself in the industry
became Clair’s sole commitment. “I was given an old-fashioned, hand-winding sewing
machine for my seventh birthday and from that day, I was inspired to start creating.”
Clair’s favourite aspect of running her own business is being able to balance creativity with
logical systems. “I enjoy goal setting, achieving those goals, and moving on to the next project.”
Clair wishes she had some guidance and advice before she started her fashion dream, and
she gives advice to help other entrepreneurs.
“Try and watch others and learn from them. Sometimes, trying to work it out by yourself
can be difficult. Stop, watch, think and ask questions.
“Remember to maintain a network of like-minded colleagues outside of your business.
That way, you are always being stimulated even outside of work, and you could even learn
a few lessons and extract that into your own business.”
Clair Jennifer’s advice for starting a business:
1. Get clarity. Make a plan and set goals. Have checklists and review them daily, weekly, annually.
Always go back and check your numbers.
2. Learn everything you can about all aspects of your business so you have the tools and confidence.
3. Focus on image. How is your business perceived in the mind of your customers? You want these
things to be good qualities well reflected in your business.
Clair Jennifer is a Businesswomen’s Hall of Fame inductee. Read her full story here.
Contact Clair
LinkedIn: au.linkedin.com/pub/clair-jennifer/12/15b/b4a
Christine Kininmonth
“
How I
Got
Fertile Mind
Started
My maternal instincts gave rise to an
accidental and successful business...
”
Christine Kininmonth’s maternal instincts gave rise to
accidental and successful business Fertile Mind
How I Got Started
The daily struggles of being a pregnant woman in the workforce turned Christine
Kininmonth’s simple idea into a successful business called Fertile Mind.
31
Christine invented the ‘Belly Belt’ when her pregnant belly started expanding. The belt
gave her work clothes leeway and a stretchy form, which meant that she could look smart
and suitable for her news-reading job. The belt became an inexpensive and sustainable
way to expand her maternity wardrobe.
“I had cobbled together a very poor prototype of the ‘Belly Belt’ for myself, so I could
continue wearing my suits to read the news at a Sydney television station. Even when
heavily pregnant, I would be in fashionable suits - something unavailable in stores. I
suppose I was an ‘accidental’ businesswoman. There was nothing planned… I thought I’d
perhaps sell a few at a market.”
Women flooded Christine with positive comments, ultimately prompting the
establishment of Fertile Mind.
She came across an article that suggested women always thought very small when starting
out businesses, while most men ‘thought big.’ “I realised that I was true to type, and
decided to ‘think big’ myself.”
Christine’s endeavours began immediately after conducting extensive research. “I found a
pattern-maker, a manufacturer, and a packaging design company.”
“I registered the company name ‘Fertile Mind’, and was a regular visitor to the patents and
trademarks office; I visited Ernst and Young’s Entrepreneurial Services division to get help
with a business plan; I ambushed Body Shop’s founder, Anita Roddick, who wrote me a
testimonial; and I was co-opting my new friends in my antenatal and mothers’ groups for
market research.”
Christine’s dedication went as far as her putting her car on the market to pay the mounting
bills, and, “in an extraordinary example of serendipity, I found my business partner — the
man who came to buy the car.”
“This was all while I was working, and preparing for my first baby, so you can imagine how
obsessive you have to be to get an invention to come to life.”
Christine’s favourite aspect of running her own business is coming up with the “out-of-thebox” ideas, product names, and new products.
Christine Kininmonth
“
How I
Got
Fertile Mind
Started
My maternal instincts gave rise to an
accidental and successful business...
”
“I really enjoy bouncing off and learning from the wonderful people I work with workshopping new ideas, new directions, and how to stay fresh and relevant. I’m quite
enjoying tackling these challenges, and strategising with my business partner, Peter Hooker.”
As a journalist and newsreader, business ownership did not come easy to Christine. The
overall process was a steep learning curve and she still faces daily encounters linked to
tough retail conditions.
How I Got Started
Christine enjoys the flexibility of the business, but considers herself in a dream position
with comparison to her friends’ jobs.
32
She wishes she knew a few things before she started.
“Firstly, never forget family! Don’t put them on hold while you grow the business - you’ll
regret it. Secondly, focus, focus, focus is the key. Don’t take your eye off the prize. And,
thirdly, always trust your instincts; don’t be talked into things just because some has a
great sales pitch.”
Christine recommends becoming knowledgeable about a few
essential areas of business:
• Bad debtors can bring a business down quickly.
• Learn about your rights regarding your goods and ensure you only offer credit to tried
and true customers.
• Ask for credit references from everyone, no matter how big their name. If you’ve invented
a product, go to IP (Intellectual Property) Australia as soon as you can.
Christine Kininmonth’s advice for starting a business:
1. Smile, relax, and enjoy the little wins. It is only business. Success is always a good thing, but don’t
lose sleep over things that won’t always matter in the long run.
2. Find your own niche, and then own it. Know everything about your niche and be the absolute best at it.
3. It’s expensive to grow. Save some money so you can.
Christine Kininmonth is a Businesswomen’s Hall of Fame inductee. Read her full story here.
Contact Christine
Website:
Twitter:
Facebook:
LinkedIn:
Blog:
www.fertilemind.com.au
www.twitter.com/Fertile_Mind
www.facebook.com/FertileMindMaternityBaby
au.linkedin.com/pub/christine-kininmonth/20/418/768
babywearingwalk.wordpress.com
Karaline Loiterton
Wedding List Co
“
How I
Got
Started
After a poor personal experience with an
Australian department store while planning for
my wedding...
”
Karaline Loiterton’s online wedding directory, Wedding
List Co., filled a gap in the market for an online registry,
with great service
How I Got Started
When Karaline Loiterton was planning for her big day, 12 years ago, the last thing she
needed was the hassle of wedding gift registries offering poor service. At the time, she
was living overseas and, apart from the boring brands and terrible in-store service, many
retailers were not online. (Twelve years later and there is still no other online registry.)
33
Karaline saw this gap in the market as an opportunity for a bespoke service and brandfocused registry in Australia, with both a physical store and website from day one,
Wedding List Co.
Wedding List Co. is a service-driven alternative to the department store, with improved
excellence in customer service aiming to create a satisfying experience in gift registry for
couples and their guests.
“I started purely because I knew I would never forgive myself if someone else did it and
made a success. Today we hold a significant market share of what was previously owned
by big-name retailers David Jones and Myer.
“I wrote the business plan while still working as marketing manager of a cosmetics
company in London. I raised a small amount of investment from a high net worth family
friend, moved home to Australia, and launched the business six months later. “
As the business grew, four national stores opened (in Sydney, Melbourne, Perth and
Brisbane). This growth had both a positive and negative impact on Karaline as she is now
unable to be in the stores doing personal consultations as often as she likes.
“Since we opened our large flagship store in Woollahra, Sydney, I have been in store more
and have enjoyed that connection again. I also love choosing all the gorgeous goodies
to add to the range. I travel to the overseas fairs and have found enormous inspiration at
Maison Objets in Paris and the NY Gift Fair.”
In late 2012, lovelustwant started as a pure online gift retail website benefiting from the
huge database of Wedding List Co. guest purchasers from the last 10 years.
Karaline’s favourite aspect of running Wedding List Co. is meeting the soon-to-be-wed
couples and helping them choose their gifts.
“It’s such a special time and you meet such interesting, diverse people. I sometimes bump
into some of my original couples from 10 years ago who now have kids and I love hearing
what’s happened in their lives.”
Karaline Loiterton
Wedding List Co
“
How I
Got
Started
After a poor personal experience with an
Australian department store while planning for
my wedding...
”
How I Got Started
Karaline wishes she knew certain aspects for running a business
before she started. These include:
34
1. Know and understand compliances for small businesses in Australia. They are very regulated
and there is a lot to understand. Read and get advice from specialists in every area.
2. Build a great relationship with your bank manager early on. These days, some banks seem to
be lacking the ability to fulfill their promises and are more prepared to support small businesses.
That doesn’t mean they will give you any startup finance without collateral, but they will be more
lenient later on around overdrafts and loan extensions if you have built rapport.
3. Starting and running a successful small to potentially medium business is a huge commitment
of time. It never stops. Not at night or weekends. Learn to get the balance right early on or you
will eventually burn out.
Karaline recommends some skills for those just starting
out in business:
• You need to have the ability to structure your business -- this is very important. Set it up
as though it will one day be very large and you may wish to sell at some point.
• Understanding a P&L and Balance Sheet is essential. If you don’t, then enrol yourself in
a course or get it explained by an accountant or friend to ensure you are very clear, as it is
your responsibility as a Director to understand.
Karaline Loiterton’s advice for starting a business:
1. Never over-extend or over-gear, even when times are good. With the instability in the
world economy, things can change very quickly. Be over cautious and remember the old
adage ‘cash is king’.
2. Join an organisation such as Australian Businesswomen’s Network. They are a great source of
information and network.
3. Juggling a business and having a family isn’t easy. Babies don’t sleep under desks at meetings
(for long). Employ long term trusted staff so that you can have time off and enjoy time with your
family. Better yet, wait until your children are at school before you start, and you will make your
life a whole lot easier!
Contact Karaline
Website:
Facebook:
LinkedIn:
Blog:
www.weddinglistcompany.com.au
www.facebook.com/weddinglistco
au.linkedin.com/pub/karaline-loiterton/3/180/745
blog.weddinglistco.com.au
Sarah Mandelson
Serendipity Ice Cream
“
How I
Got
Started
Mum started making her own ice cream at
home. I followed into the busienss when I
left university...
”
Success tastes great for Sarah Mandelson’s boutique
ice cream business, Serendipity Ice Cream
How I Got Started
After university, Sarah Mandelson joined her mum, Alix, in Serendipity Ice Cream, a business
Alix started in 1966 when she decided to make her own ice cream at home. At the time, there
wasn’t much available in the way of good ice cream or interesting flavours in Sydney.
35
“I was wondering what I would do when I finished university and since I’ve always
had a love of food and making it, it seemed like a good fit to join mum in the
business,” explains Sarah.
What was initially a small business venture is now one of Sydney’s well-established
boutique ice-cream brands.
Sarah’s favourite part of running Serendipity Ice Cream is the development of new products
and flavours.
“We are constantly re-inventing the wheel in terms of flavours, but always with
exacting standards in mind. Our products are generally denser than most commercial
brands, and are lower in sugar, but the main criterion is taste.
“I love creating new flavours and new products. When I’m making a new flavour for a
particular client, I love learning what they intend to do with the finished flavour and that
informs how I design the flavour or the product for them - so it’s a collaboration.”
For anyone starting out in a new business, Sarah recommends that you measure your
financials regularly, measure yourself against your competition and learn from them and
their marketing strategies.
Sarah Mendelson’s advice for startups:
1. If you don’t know, don’t pretend. Just ask!
2. Business should be a passion, but it’s also an investment. Try to see it from both angles.
3. If your business is not a passion, don’t do it. It won’t last.
Contact Sarah
Website: www.serendipityicecream.com.au
Twitter: www.twitter.com/SerendipityAus
Facebook: www.facebook.com/pages/Serendipity-Ice-Cream/191997323792
Eleni Mitakos
How I
Got
Galmatic
“
Started
Since buying my first vintage car as a teenager,
I have had a passion for driving and
tinkering with cars.
”
Galmatic - the car care business founded by Eleni
Mitakos that empowers women on the road
How I Got Started
Operating a small business can be hard, but the motivation and passion that Eleni Mitakos
brings to Galmatic, turns work into fun. Galmatic runs interactive car care workshops and
defensive driving courses for women. The company teaches classes throughout Australia
and also has a ‘shop-front’ of accessible online components.
36
The business idea started early in Eleni’s life, but did not take off immediately. Her passion
for driving and tinkering with cars started with the purchase of her first vintage car (while
she was still a teenager) - a 1956 Holden FE. The car had neither side view mirrors, nor
seatbelts, and she was “eager to get [her] hands greasy!”
It wasn’t long before Eleni began to realise that there wasn’t anywhere to go as a girl to get
to know your car.
“I didn’t want car mats with frangipanis, or Betty Boop air-fresheners. I was looking for a
car culture I could have fun with.”
Not only was there no Internet at the time, there were not many places for women to go to
learn about cars.
“There’s the dipstick, I know what that does! But what does this thing do? And this one?
And where do I go to find out? There just wasn’t anywhere to go as a girl to get to know
your car.”
One evening whilst out enjoying a rockabilly band wearing full skirts, with her Holden
parked outside, Eleni and her friend Kristy dreamed of a “metaphysical garage just for the
gals”. She imagined girls in awe, “Why this car is automatic, hydromatic - it’s Galmatic!”
Thirteen years later, Eleni decided to leave the corporate world and started Galmatic. She
gives credit for the brave life-change to the hormones that kicked in after childbirth,
reminding her that she was talented, motivated and passionate enough; that there was
more to life than working.
Eleni credits her success to three particular skills she learned when
she started:
1. Familiarise yourself with background knowledge of marketing.
2. Public speaking. Be confident in meetings with clients and put yourself in situations where you
promote your business.
3. Be a good writer and communicator.
Eleni Mitakos
How I
Got
Galmatic
“
Started
Since buying my first vintage car as a teenager,
I have had a passion for driving and
tinkering with cars.
”
“I enjoy being able to focus on and explore the things that make my business fun.
Interacting with people, writing material and training. It has allowed me to really hone in
on what I’m good at and what I need to pass on to others to do.”
How I Got Started
Eleni has been successful in her business with the help of the Australian Businesswomen’s
Network. Eleni says, ‘The ABN has been a great source of networking with other likeminded women. Through their webinars, I have been able to stay on top of new business
trends and ideas, whilst still being able to work from my home office.’
37
“As my business has grown, so too have my opportunities with the ABN to not only grow
and learn for myself, but also to inspire and help other women too.”
Starting up a small business can be difficult and Eleni wishes she
had these three main pieces of advice when she first started:
1. Plan everything. Try not to jump into the deep end straight away.
2. Have clear action steps for achieving goals. Know exactly what you want to achieve and pave
yourself the way to reaching it.
3. Take each day as it comes. Complete the business-building tasks first each day, and then look at
your to-do list every day.
Eleni Mitakos’ advice for starting up a business:
1. Be very clear on who your audience is and what need they have that you can fill.
2. Be specific and targeted with your products.
3. Know your brand really well and hire people who fit your company culture.
Contact Eleni
Website:
Twitter:
Facebook:
LinkedIn:
Blog:
YouTube:
www.galmatic.com
www.twitter.com/galmatic
www.facebook.com/galmatic
www.linkedin.com/in/elenimitakos
www.galmatic.blogspot.com.au
www.youtube.com/galmatic
Jodie Morrison
Steppin’ Out
“
How I
Got
Started
I had trained in shoemaking in a fashion
footwear factory...
”
Jodie Morrison’s theatrical and eccentric shoemaking
niche made for a successful business startup,
Steppin’ Out
How I Got Started
After being trained in shoemaking in a fashion footwear factory, Jodie Morrison decided
to make one-off footwear and interact with the wearer. With great determination and
innovation, Jodie transformed her talent for shoemaking into a unique niche and started
her own business, Steppin’ Out.
38
Since 1979, Steppin’ Out has been providing handmade shoes and unique footwear for film,
theatre and opera. Steppin’ Out also provides master classes and courses in shoemaking,
which has been a recent diversification to the business.
Jodie’s commitment to teamwork reflects positively in her business.
“I work with my team and we also work towards a final goal in a larger group.”
Jodie enjoys seeing the final outcome in productions, encouraging her staff members to
watch the production. She also enjoys the culture of the trade.
“It is great to be able to be working in a very old trade, there is always something more
to learn. It is always fabulous to see the performers working in Steppin’ Out footwear.”
Jodie wishes she knew these gems of knowledge before she
started her business:
1. Have capital. “Although if I had waited until I had money, I may never have started. Remember,
you’re taking a risk so you need to weigh out the risks.”
2. It is really important to keep records of what you make. “I have made so many pairs of shoes and
have very few photographs.”
3. Don’t charge less just because you are starting out.
Jodie recommends you develop your skills before starting a business. She highlights
that skills are different for all businesses, but whatever you are going in to, if there is an
association to join, join it and you will have instant connections and information.
Jodie Morrison
Steppin’ Out
“
Started
I had trained in shoemaking in a fashion
footwear factory...
”
Jodie Morrison’s advice for starting a business:
1. Perseverance brings rewards.
2. It isn’t how much time you work, but how efficiently you work.
3. Filing is important.
How I Got Started
Contact Jodie
39
Website: www.steppinout.com.au
LinkedIn: au.linkedin.com/pub/jodie-morrison/2b/922/784
How I
Got
Catriona Pollard
CP Communications
“
How I
Got
Started
I realised there had to be more to life than
fighting to be recognised within a corporate
structure...
”
A knack for public relations inspired Catriona Pollard to
start CP Communications to help other businesses
tell their story
How I Got Started
Catriona Pollard had worked in the corporate environment for almost six years when
she realised there was more to her life than striving for a corner office or fighting to be
recognised within a corporate structure.
40
For Catriona, starting a business didn’t come from an exploration of career options. She
resigned and took time to figure out what she was really aiming for. Admittedly, she knows
this might not have been the easiest way, but it has landed her a career that she now
enjoys.
“I opened a PR business because that is what I was an expert in. I use public relations and
social media tools to inspire businesses and people, and to help them achieve their
dreams.”
CP Communications (CPC) provides PR and social media support for organisations
nationwide. The company believes every organisation has a story to tell, and that amazing
stories deserve a good audience.
Catriona Pollard recommends that startups gain knowledge and
skills in five essential areas:
1. Embrace Social Media.
Don’t be scared. Social media allows any business to engage, listen, share and exchange
ideas with consumers in ways that have never been done before. Most importantly – social
media is free! You do need to participate. If you behave like a bad friend (not sharing or
‘being there’), then you won’t get many contacts. Be open and give it as much time as you
can.
2. Network.
You can never have too many contacts. From specific association networks to broad
business groups, there are so many opportunities for business owners to network. Turning
up isn’t enough – follow up those you meet. Networking can help you learn about different
types of businesses, what is happening in the business community, and it gives you the
opportunity to share your experiences.
3. Write an Article or Media Release.
Write and distribute media releases. This is a great way to gain media coverage. Write
an article that positions you as an industry expert who offers topical, helpful information.
Many publications are stretched for resources and welcome well-written articles.
Catriona Pollard
CP Communications
“
How I
Got
Started
I realised there had to be more to life than
fighting to be recognised within a corporate
structure...
”
When writing articles, ensure they are objective, informative and entertaining. Avoid
blatant advertising or advertorial. Research which publications your potential clients read,
or simply pitch to your major industry publications.
How I Got Started
4. Update Your Website.
Offer interesting and informative articles on your website. This is a great way to build
credibility, get people to come back to your website to read them, and increase your
‘Google ranking’.
41
Keep your content fresh. If you are stuck on ideas, think about what has been happening in
your business recently – readers love to read positive things about your business.
5. Get Customer Testimonials.
Getting customer testimonials is simple. Many people forget to include them in their PR
and marketing strategy. Testimonials help to build credibility and trust for your business
and are a very powerful way to position your business as an authority. Including customer
testimonials on your website and in marketing collateral can also help to win new business.
Catriona’s favourite aspect of running her business is its unique approach to PR by
combining creativity and strategy – CP Communications doesn’t “pump out” press releases
all day because “good PR is more clever than that”.
“I love seeing the results and making a difference to businesses by getting them the right PR
and profile in social media. I love it!”
Catriona Pollard’s advice for starting a business:
1. Get on to social media. Tell your stories and build connections.
2. Build networks and relationships. It’s the most important thing she did, and it’s critical to
building the business and feeling like you are part of a community.
3. Spend money where you need to. Find the money if you think it’s going to lead to greater
financial gain.
4. Think big and don’t be too cautious.
5. Stop working from home sooner. Even if it means getting a desk in a shared office.
Contact Catriona
Website:
Twitter:
Facebook:
LinkedIn:
Blog:
YouTube:
www.cpcommunications.com.au
www.twitter.com/CatrionaPollard
www.facebook.com/cpcommunications
www.linkedin.com/in/catrionapollard
www.publicrelationssydney.com.au
www.youtube.com/publicrelationstips
Serena Ross
How I
Got
Dressedup.com
“
Started
I noticed that I had dresses in my wardrobe
that I’d only worn once...
”
Serena Ross’ Dressed Up designer rental gowns
business empowers women to feel glamorous for a
fraction of the price
How I Got Started
Serena Ross’ Dressed Up makes every girl feel like Cinderella for a night. Her entrepreneurial
spirit and determination created her unique business, which allows women to wear an
expensive, timeless designer gown (and look amazing) for a fraction of the retail price!
42
Dressed Up is Australia’s first and largest designer dress rental business. The company
delivers Australia-wide, dressing women for their special events without breaking the bank.
Customers can look and feel amazing for a fraction of the price tag of a designer dress.
Current designers stocked include Rachel Gilbert, Camilla and Marc, Wayne Cooper, Nicola
Finetti, White Suede, Jayson Brunsdon, Camilla, Shakuhachi and Alice McCall.
“I knew there had to be a better way than spending my entire pay cheque each week on a
beautiful designer dress only to be worn once! I had a look around and realised that there
was no company specialising in Australian Designer dress rental and I realised there
was a gap in the market.”
The business was established online, but due to the high demand, Dressed Up has grown
quite considerably and opened their first showroom in Sydney in June last year. This has
propelled success as customers now visit the showroom to see the dresses.
“...I knew that if I didn’t come up with the concept of Dressed Up that someone else would.
That was almost five years ago now, and I have never looked back.”
Serena’s favourite part of her job is genuinely doing what she loves. Her love for fashion along
with dressing up and feeling amazing is intertwined in her business. “I love seeing and hearing
from customers who otherwise could never afford to wear a $1,000 dress, talk about how great
they felt and how it was their ‘little secret’. I love that I am helping mothers with their daughter’s
formals and helping women Australia-wide feel like Cinderella for one night without the blownout credit card bill!”
Serena Ross recommends you develop financial skills and industry
knowledge prior to setting up your business.
“Reading financial statements is essential. You need to have a realistic picture on where
you business is at and where it is going. You need to be able to make and execute a budget
and understand why you need to stick to it. I would also recommend reading up about the
industry you are entering and surround yourself with other business owners in a similar
industry so you can bounce ideas off each other and learn from each others mistakes.”
Serena Ross
How I
Got
Dressedup.com
“
Started
I noticed that I had dresses in my wardrobe
that I’d only worn once...
”
Serena wishes she knew a few things before she started.
“Ask for references and TRIPLE check them when appointing someone to design your
website. Don’t be afraid to contact suppliers even if you’re a small business. Everyone is
here to make money so they will be happy to hear from you no matter how small you are.
Surround yourself with people who encourage and push you. You are a product of your
five closest friends, so make sure to motivate each other.”
How I Got Started
Serena Ross’ advice for starting a business:
43
1. Just do it. You will kick yourself if you see someone else living the life you dreamed of because
you procrastinated too long!
2. Make goals. Just make one step towards your goal TODAY and you will be one step closer tomorrow.
3. Don’t be afraid to seek help. Get a mentor or a business coach to help you with the areas that you
may be weak in.
Contact Serena
Website: www.dressedup.com.au
Twitter: www.twitter.com/dresseduponline
Facebook: www.facebook.com/dressedup.com.au
Belinda Weaver
Copywrite Matters
“
How I
Got
Started
I decided to start my business when I realised
that a two-hour commute was not going to be
very family friendly...
”
Confidence in her skills and the ability to find the right
words for her clients lead to startup success for Belinda
Weaver and Copywrite Matters
How I Got Started
Beginning a new business can bring excitement, new challenges and many struggles, but
Belinda Weaver could not have asked for a better startup for her copywriting company.
44
Before starting her business, Copywrite Matters, Belinda developed and implemented
marketing strategies for clients in Australia and overseas. Working as a marketing
coordinator, Belinda wrote copy every single day and she knew it was something she was
good at.
Belinda decided to start her copywriting business when she realised that a two-hour plus
commuting trip to work each day was not going to be very family friendly.
After attending a marketing seminar on becoming a freelance copywriter, Belinda started
to think about freelancing.
Setting up a business was a lot scarier than she expected, but she was confident in her
skills as a marketer and copywriter.
“When I was employed as a marketing coordinator, I learned what worked and what
didn’t and now I offer that experience to others. In real life, that means, I understand
the big picture of marketing for others and what it takes to get the message out
to the right people.”
Copywrite Matters helps business owners put personality and action back into their
marketing. The business provides online marketing services (e.g. websites, blogs,
newsletters and e-mail marketing), as well as offline marketing (e.g. brochures, posters and
company profiles).
“Copywrite Matters is more than just finding words, we find the right words. The words
that will get people excited enough to click, to call and to buy.”
Belinda’s favourite aspect of running the business is her love for working with clients who
really appreciate the value of a specialist. She puts extra effort into making sure she really
understands her clients and their business.
“Capturing the essence of someone you’ve never met, and a business you’ve never worked
with, is very rewarding. I feel such joy when we get to the end of a copywriting project and
the client is proud to show off their new copy.”
Belinda Weaver
Copywrite Matters
“
How I
Got
Started
I decided to start my business when I realised
that a two-hour commute was not going to be
very family friendly...
”
Beginning as a freelancer can be difficult and Belinda wishes she’d
been armed with these three pieces of advice:
How I Got Started
1. Pricing is hard and you’ll always be tinkering with it. Charge what you think is fair - plus a bit
more (because you’re probably under pricing).
2. Think about your sales and admin processes from day one. The more you can systemise things,
the more consistent your customer experience.
3. Don’t spend too much time trying to code your own website. Save up and hire a professional.
45
The Australian Businesswomen’s Network has helped Belinda overcome business
challenges by providing education, which has helped her gain new ideas for improvement.
Belinda has had guidance in confirming when she is on the right track, and has been
strengthened by the knowledge that her business is heading in the right direction.
“The ABN has helped with everything from making some processes more efficient to
creative marketing. When you’re doing everything yourself, or even when you’re not
and you’re just flat out, it can be hard to find time to sit back and review what you’re
looking to improve.”
Belinda recommends that having skills and knowledge in tax and financial obligations,
social media marketing and content marketing is essential.
Belinda Weaver’s advice for starting a business:
1. Dismiss social media at your peril! If you aren’t familiar with social media, learn it and get
to know it.
2. Don’t forget to keep up with face-to-face networking opportunities. They are good for your
confidence and good for business.
3. Learn how to do things yourself before you outsource. You’ll have a much better understanding
of what’s needed. You’ll also value the work being done.
Contact Belinda
Website:
Twitter:
Facebook:
LinkedIn:
Google+:
Blog:
www.copywritematters.com.au
www.twitter.com/copywritemattrs
www.facebook.com/copywritematters
www.linkedin.com/in/belindaweaver
profiles.google.com/108219999939030924440/about
www.copywritematters.com.au/blog
Diana Williams
Fernwood Fitness
“
How I
Got
Started
I was aware that few women enjoy working out
in the weights area of a mixed-gender gym...
”
Deeply understanding customer needs and adapting
to market changes helped Diana Williams build a
successful national business
How I Got Started
Young, motivated and a gym fanatic, Diana Williams saw a great niche for women’s gyms
in the mid 80s. She pursued her entrepreneurial idea and today, Fernwood Fitness is a
household brand name that boasts 70 clubs across Australia with 68,000 members.
46
Diana was aware of the benefits of strength training but knew many women steered
away from the weights area in a male-dominated environment. Fernwood Fitness provides
women with an alternative to working out in a mixed-gym environment.
“I came up with the idea of setting up a gym specifically for women, where women could
go and enjoy other women’s company, where they could get great results from weight
training and not just group fitness and cardio workouts, and where they could get a great
sense of community.”
“Initially it was not intended to become a major national brand, but just a small business
that I could enjoy running.”
From the first club in 1989, Diana took a strong position on emphasising and focusing on
member service, staff satisfaction, quality, and cleanliness. This is constantly reflected in
the running of the business. She recognises these aspects as the reasons behind Fernwood
Fitness’ overall success.
“Understanding the needs of the women of today and making changes to our product and
market position to cater for these needs is behind the longevity of the brand. By providing
those special little touches that women enjoy together, with a focus on achieving real
results for our members in their aspirations for a healthier lifestyle, Fernwood continues to
prosper in an increasingly competitive environment.”
Fernwood Fitness has been recognised by numerous awards over
the years because of its adaptability.
The vision of staying in front of the general market trends, and more specifically, the trends
within the fitness industry, have played major factors in the business’ success.
“I kept on adding improvements, training my staff, and improving the brand awareness
and member services, and it continued to grow in popularity to the point that expansion
was a real option that had appeal.”
Diana has a few favourite aspects about running her business. One of these is the positive
feedback from members. “I get a constant stream of letters, emails and ‘thank you’ cards
Diana Williams
Fernwood Fitness
“
How I
Got
Started
I was aware that few women enjoy working out
in the weights area of a mixed-gender gym...
”
from members telling me about their journey and how they have been able to re-kick-start
their lives after the changes they have experienced through Fernwood.” Another enjoyable
aspect is watching her employees undertake a journey; seeing them advance, develop and
progress their careers is very satisfying for a business owner.
How I Got Started
Diana recommends familiarising yourself with some business skills and expertise before
you start up your own business. She recommends having a good understanding of
commercial management, as well as finance. She also suggests getting the help of a
business coach.
47
Diana wishes she knew a few things before she started Fernwood Fitness.
“Hire the best people from Day 1. That way, your business is well reflected in hardworking,
happy employees. It’s okay to make mistakes because that’s how you learn. And, watch
every cent. It might be a long time before you’re not in a cash flow crisis.”
Diana Williams’ advice for starting a business:
1. Understand that hard work and stress are natural. Learn to embrace them.
2. Make sure you have the support of your family and friends - it’s tough on your own.
3. Don’t expect it to be an overnight success. Success could take some time to happen.
Diana Williams is a Businesswomen’s Hall of Fame inductee. Read her full story here.
Contact Diana
Website:
Twitter:
Facebook:
LinkedIn:
YouTube:
www.fernwoodfitness.com.au
www.twitter.com/Fernwoodfitness
www.facebook.com/FernwoodFitness
www.linkedin.com/pub/diana-williams/6/b45/b39
www.youtube.com/user/FernwoodFitnessHQ
Diana Wilson
Bebrite
“
How I
Got
Started
There was no presence or advertising or
franchisees when we started. We built it
from scratch!
”
A change from corporate career to business ownership
saw Diana Wilson build hundreds of franchises across
Australia within just a few years
How I Got Started
For Diana Wilson, moving to business ownership wasn’t easy - she worked for the same
company for 14 years before deciding to take the plunge into entrepreneurship. She then
bought Bebrite, a cleaning franchise that quickly made her one of its most successful
operators.
48
Bebrite is a large cleaning franchise with 190 franchises in NSW, ACT and QLD. The company
provides regular and one-off cleaning for offices, carpets, and windows, and also makes
environmentally friendly cleaning products.
Diana and her husband, Jay, both had corporate positions. He was a corporate consultant
and she worked as an Environment Manager at Blackmores. It was by default that they
became involved in the franchising business after Jay was investigating franchises as part
of his due diligence.
He knew nothing about franchising, so he made some enquiries into a number of different
franchisors and found one looking to expand in NSW and QLD. Jay and Diana decided they
would run the franchise as a sideline, but it quickly became obvious that it could become
very successful.
“We left our corporate jobs to concentrate on the business. We were given the brand name
and little else. There was no presence or advertising or franchisees when we started. We built
it from scratch!”
Since taking over operations of the business in 1995, the two have managed to sell over
420 franchises and they continue to be successful today.
Diana’s favourite aspect of running the business is the people whom she can connect and
share stories with. Over the years, she has heard many heartwarming stories from people
from different countries who have not been able to work in their chosen industries or
professions when they immigrated to Australia.
“People are my passion and the business of people is a passionate business. You have to
love people, you have to engage with people, and you need people to place their trust in you.
People need to know you will deliver the goods, and that your franchise is safe and secure and
can produce the work.”
Before beginning her successful franchise, Diana wishes she received advice and
support with finance (including budgeting), marketing, and the Internet. She highly
recommends gaining skills and knowledge in those areas, and especially notes that the
Internet and social media, and selling and marketing will help those starting their own
business or franchise.
Diana Wilson
Bebrite
“
Started
There was no presence or advertising or
franchisees when we started. We built it
from scratch!
”
Diana Wilson’s advice for starting up a business:
1. Capitalise sufficiently.
2. Be prepared to work very hard.
3. Understand budgets, cost of sales, and return on investment.
How I Got Started
Contact Diana
49
Website: www.bebrite.com.au
Facebook: www.facebook.com/bebritecleaningservices
How I
Got
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