Issue 4Summer 2015/2016
Image: $72million Ngoolark Building, Edith Cowan University
ContentsMayor’s message 2CEO’s message 3In the News 4City
launches global investment attraction campaign 7Small business is
big business 8Spotlight on City retailers 9Innovation Fund winners
10Digital City update 11Business Services 12In the hot seat 13
Page 9 Spotlight on City retailers
Page 12 Business Services
Page 8 Small business is big business
Page 10 Innovation Fund winners
BUSINESS EDGE 2
As in Shanghai, the delegation introduced the Joondalup has the
Edge prospectus to promote Joondalup’s centres of excellence in
education, research and health as well as tourism and lifestyle
advantages. There was significant interest and enthusiasm from
Jinan to explore and advance opportunities to further trade and
Given it is the City’s role to provide support and connections
to local businesses, through our relationship with Jinan and
connections at Austrade, the Department of State Development and
the Australian Chamber of Commerce in Shanghai (AustCham), I
convened a series of meetings upon returning to Australia. These
meetings were with education providers, aged care providers,
accommodation and tourism operators, and digital companies – areas
of specific interest for Jinan. A number of possible projects have
been identified by these industry groups that are currently being
I am very proud of the international partnerships the City has
forged and believe that the future prosperity of Joondalup will be
advanced by these connections. I am committed to ensuring that
Joondalup has a place on the world stage and that our stakeholders
and our community benefit from our collective efforts to build and
strengthen trade connections and to focus on the international
promotion of Joondalup.
Troy PickardMayor, City of Joondalup
I am pleased to present the fourth edition of Joondalup Business
Edge, a publication focusing on business, investment and innovation
in the City of Joondalup.
In 2012 the City, in partnership with the community and key
stakeholders, developed a Strategic Community Plan with a vision to
be: A global City: bold, creative and prosperous. In the past few
years, all stakeholders have been working solidly to achieve that
The recently signed China-Australia Free Trade Agreement
(ChAFTA) will provide significant potential to assist Joondalup
agencies and businesses. With an already established and strong
international partnership with our sister city Jinan in China, the
City is better poised than many to take advantage of these
To this end, I recently led a delegation to Shanghai and then
Jinan. In Shanghai the delegation attended a briefing from the
Federal Minister for Trade and Investment, Andrew Robb on the
ChAFTA. The delegation also met with the Consul General, Graeme
Meehan, representatives from Austrade, WA Department of State
Development and the Hangzhou Chamber of Commerce. At these meetings
we were able to introduce the City’s investment attraction
prospectus, Joondalup has the Edge, and discuss business and
In Jinan our delegation, together with some key City
stakeholders, celebrated the 10 year anniversary of the sister city
relationship and discussed beneficial business prospects. Key
meetings included discussions with the Mayor of Jinan, and senior
officials from the Jinan Foreign Affairs Office, Jinan Tourism
Bureau, Jinan Commerce Bureau, Jinan University, and the Shandong
Academy of Medical Sciences.
Garry HuntCEO, City of Joondalup
This latest edition of Joondalup Business Edge provides a
snapshot of some of the exciting things that have happened, or are
in the pipeline, for Joondalup.
We have a team of councillors, some newly elected, who are
committed to working hard for, and with, the Joondalup community.
Our recent customer satisfaction survey shows a 92.4 per cent
satisfaction rating for City services, 97.7 per cent satisfaction
with Joondalup as a place to live, and 87.2 per cent satisfaction
with the Joondalup City Centre as a place to visit. This is an
However as a City we are not complacent. Joondalup has a lot to
offer and our focus is on continual improvement. In addition to
providing quality services and facilities for our community and our
visitors, the City is working to regenerate and activate the City
Centre to ensure it is a vibrant and welcoming place for our
community, visitors and tourists.
To ensure economic growth in Joondalup continues to remain
strong, the City has developed an investment attraction prospectus,
Joondalup has the Edge. This prospectus is being widely distributed
to prospective investors and businesses, as their support is
critical for our continued prosperity as a City.
In the news
Joondalup City Centre developments
Research and innovation in Joondalup
With the recent removal of all height restrictions in the City
Centre and a minimum development height of five storeys, it is
expected a significant number of high-rise developments will begin
to occur within the City.
Approval has recently been given for an 18-storey high-rise
building at 113 Grand Boulevard. The proposed $85million
development comprises 194 residential apartments, four commercial
tenancies, 235 car bays and residential amenities including a
swimming pool, gym, spa, sauna and lounge.
The City has signed a Memorandum of Understanding (MOU) with
Devwest Group for an integrated mixed-use development in the heart
of the City Centre. Located across 90 Boas Avenue and 70 Davidson
Terrace, the proposed development will incorporate high-quality
commercial, residential and retail components with flexible public
Development has also continued within the learning precinct,
with ECU Joondalup opening its $72million Ngoolark building in May
2015. The Ngoolark building won a Best Commercial Construction
Award at the WA chapter of the Australian Institute of Building’s
2015 Professional Excellence in Building Awards, continuing ECU’s
tradition of developing eye catching architecture designed to
reflect an innovative, global university.
The Reid Promenade multi-storey has recently been completed.
This is the largest construction project ever undertaken by the
These multi-million dollar project investments demonstrate that
developers and institutions like ECU have significant confidence in
the City of Joondalup as a place to develop landmark buildings.
They will enhance the vitality and vibrancy of the City Centre,
consolidating Joondalup’s reputation as the commercial, retail,
entertainment, civic and cultural capital of the northern
ECU has launched a global search for new ‘ECU Professorial
Research Fellows,’ with up to $3million available to recruit
researchers in the initial phase of the program.
New Vice-Chancellor Professor Steve Chapman, formerly from
Heriot-Watt University in Scotland, launched the initiative,
calling on international researchers to join him in Western
“In just 24 years ECU has grown rapidly into a quality
university with internationally-recognised research and excellent
student satisfaction,” he said.
Professor Chapman acknowledged ECU already excelled in several
key research areas, with five per cent of ECU outputs within the
top five per cent in the world – putting it on par with the best
Additional outstanding researchers with a strong track record in
publications, as well as a passion for making a difference in their
field are invited to help take ECU to the next level.
These researchers would be supported by ECU’s Office of Research
and Innovation, at a strategic and operational level. This support
will include collaboration between researchers and industry to
ensure that businesses have access to world class research to
develop innovative solutions.
For more information, visit ecu.edu.au
BUSINESS EDGE 4
Expansion plans include Joondalup-Wanneroo
State Government makes move
The State Government has released plans for 800,000 new home
sites to accommodate a future 2050 population of 3.5million in the
Perth and Peel region.
The Cities of Joondalup and Wanneroo are included in these plans
under the north-west sub-region; one of Australia’s fastest growing
Some key features of the draft planning framework for Joondalup
and Wanneroo are:
• An additional 168,793 dwellings will be required as the
population will more than double from 322,486 to 740,318 by
• Employment self-sufficiency (local jobs to local labour force
ratio) will increase from 49 per cent in 2011 to 62 per cent by
2050. This will result in a lower proportion of people needing to
leave the region for work each day.
• The local jobs provision will increase from around 80,500 in
2011 to over 229,000 in 2050.
In order to achieve this significant increase in local jobs more
than 180 per cent by 2050, the Framework proposes to “strengthen
key activity centres and employment nodes to meet the future needs
of industry, commerce and the community.”
The Joondalup City Centre will need to maximise employment
generating opportunities in order to realise these jobs
The City of Joondalup has provided the Western Australian
Planning Commission with comprehensive feedback on the draft
documents and has subsequently met with the Department of Planning
to go over the feedback in more detail.
In its feedback, the City compared the size of the Joondalup
Activity Centre (which includes the commercial areas of Edgewater,
Joondalup and Winton Road) at 434 hectares, to the Perth Central
Business District at 483 hectares. This means the City of Joondalup
is well placed to accommodate additional employment.
The State Government is expected to announce in the coming weeks
its decision on relocating 800 public servants from the Perth CBD
to the Joondalup City Centre. The Government is considering whether
to house the public servants in a building with easy access to the
Joondalup train station.
In a statement released on Monday 7 September 2015, Premier
Colin Barnett said that Joondalup has grown into a dynamic northern
metropolitan centre, made even more popular thanks to the recently
redeveloped shopping precinct and expanding health and education
“We are focused on agency decentralisation into this vibrant
community, where it represents real value for money.
“This sort of move promises to improve local access to services
and boost the economy, while at the same time helping reduce road
congestion in the Perth CBD,” he said.
Finance Minister Bill Marmion said that, subject to a
value-for-money option being identified, the Department of Finance
would enter lease negotiations with the preferred proponent.
The process could result in the procurement of up to 11,000
square metres of office space, with construction to begin in
A number of proposals for the building are being considered,
with the successful proponent expected to be chosen by the end of
the year. The City has submitted a proposal for provision of the
building in collaboration with Devwest Group.
In the news
sixty27 co-working space expansion
Located at West Coast Institute, the sixty27 co-working space
enables early-stage businesses to gain access to a flexible and
affordable work space and support services.
The space has been transformed through its recent expansion to
include a resident zone for private, permanent desk space,
including high-speed unlimited Wi-Fi, printing, parking and access
to private meeting rooms. A social zone for hot-desking, meetings
and events has also been developed.
sixty27 is a valued supporter of small and micro business owners
in Joondalup, as well as assisting and nurturing entrepreneurs and
innovators. The facility is a key initiative of the Joondalup
Digital City Strategy and is partly funded by the City.
For membership information and upcoming events contact Katie
Whitham at West Coast Institute on 0413 900 532 or email
[email protected] You can also visit facebook.com/sixty27 and
checkout the website at sixty27.com.au
Success stories in the CityThe City of Joondalup would like to
congratulate the following local start-ups and businesses that were
recognised for their achievements, passion and dedication in recent
business awards ceremonies.
• SEQTA Software produces an award winning suite of web-based
applications that give schools a superior way of teaching and
learning. SEQTA proudly took out the 2015 Business News Rising
Stars Award in June and made its way into the Deloitte Technology
Fast 50 2015 Australia list as the 13th fastest growing technology
company in Australia.
• Joondalup Resort is Perth’s inspiring conference centre with
11 function rooms including the new $12million state of the art
Lakeview Ballroom which can accommodate up to 450 seats. Joondalup
Resort has been crowned the winner of the prestigious Perth Airport
WA Tourism Council’s Business Event Venues Award for 2015.
• Edith Cowan University School of Business took a gold medal in
the Perth Airport WA Tourism Council’s Tourism Education and
Training Award for 2015. This award reflects the achievement that
ECU’s School of Business is recognised as the leading provider of
tourism and hospitality education in Western Australia.
• CommunityToGo creates customisable smartphone apps that enable
communities to generate greater member engagement. CommunityToGo
won the North West Metro Small Business Award for the Best Online
Business Award for 2015.
• Burning Fruit is a leading edge web development agency.
Burning Fruit won the City of Wanneroo Best New Business Award for
Joondalup councillors formally sworn in Six Joondalup
councillors, including four new faces, were formally sworn in by
the Hon Michael Mischin MLC, State Attorney General and Minister
for Commerce at a ceremony held in the Council Chambers on 20
Cr Tom McLean JP (North Ward), Cr Nige Jones (North Central
Ward), Cr Russell Poliwka (Central Ward), Cr Mike Norman (South
West Ward), Cr John Logan (South East Ward) and Cr Sophie Dwyer
(South Ward) were the six candidates who were successful at the 17
Joondalup Mayor Troy Pickard welcomed the new Council team and
said he was looking forward to working together for the benefit of
BUSINESS EDGE 6
In the news
City launches investment campaign
Affordability• Joondalup has more affordable occupancy
costs compared with locations in the inner Perth area, offering
an attractive business investment opportunity.
• Major road and rail transport connections make simple the
commute to the Perth CBD and international airport simple.
• Employment costs are also comparatively lower than the Perth
Retail• Joondalup is home to the biggest shopping
centre in Western Australia: Lakeside Joondalup Shopping
• Additional planned developments will further enhance the
vitality and vibrancy of Joondalup and the region vastly increasing
the number of people who visit Joondalup for work, retail and
Copies of the prospectus can be obtained from the City’s
Economic Development team by calling 9400 4000, email
[email protected] or visit joondalup.wa.gov.au
The Joondalup has the Edge investment prospectus, launched by
Mayor Pickard at a City of Joondalup Business Forum, highlights the
City’s key strengths and expertise and showcases the range of
investment, business and research partnership opportunities on
Key considerations of the prospectus include:
Economic growth• Over the past decade Joondalup’s economy has
by almost 50 per cent, with major commercial investments
creating over 10,000 new jobs.
• An estimated 40 per cent of Perth’s metropolitan population
now live within 30 minutes of the City of Joondalup and a further
200,000 people will move into Perth’s northern growth corridor
(also incorporating the Cities of Stirling and Wanneroo) during the
next 20 years, presenting a significant opportunity for any
Global opportunities• An increasing number of local businesses
globally due to the shared time zones with international markets
and through the benefits of ever-evolving technology.
• Global growth opportunities have been identified in the areas
of health, education, information and communications technology
(ICT) and engineering. Growing these industries will boost the
local and regional economy and provide employment
Small business is big business
• The sixty27 co-working space located at West Coast Institute
in Joondalup – a flexible low-cost space dedicated to supporting
early stage, start-up enterprises, home based businesses and local
• The Australian Government’s $664 million Industry Skills Fund
for skills advice and training grants to help businesses build a
highly skilled workforce, take advantage of new business growth
opportunities and adapt to rapid technological change.
• The Australian Government’s $482.2 million Entrepreneurs’
Programme which offers support for businesses to improve their
competitiveness and productivity through Business Management,
Research Connections and Accelerating Commercialisation.
For more information on business support services in the local
area, contact the City’s Economic Development team by calling 9400
4000, email [email protected] or visit
Small and micro-sized businesses – enterprises with less than 20
employees – represent almost 98 per cent of all businesses in the
City of Joondalup and are crucial to the local economy.
David Eaton, Small Business Commissioner for Western Australia
and Chief Executive Officer of the Small Business Development
Corporation, recognised this in his keynote speech at the City’s
most recent Business Forum.
He called on all sectors of the community to ‘think small
business first,’ highlighting the need for big businesses to pay
smaller businesses on time, for shoppers to consider smaller
retailers in their purchasing decisions and for the media to
feature positive small business stories.
Mr Eaton also explained the benefits of the Small Business
Development Corporation’s new $3.5million Business Local service
which provides free advice and guidance to empower small businesses
across the State.
There are a number of business support initiatives available to
the business community. These include:
• Initiatives from Edith Cowan University, such as the new
School of Business Employment Board where local businesses can
advertise job vacancies to students.
• Edith Cowan University’s Business Innovation Centre (ECUBIC) –
a purpose-built facility providing flexible low-cost office space,
services and management support for small businesses.
BUSINESS EDGE 8
BUSINESS EDGE 4
Spotlight on City retailers
Currambine Central has also piqued investors’ interest with its
recent sale to Federation Centres for $74million. The 12,600m2
convenience centre is undergoing a $20million expansion, which will
include a new fresh food market, six new speciality retailers and
an expansion of the existing Grand Cinemas tenancy.
There has never been such an exciting time for the retail trade
industry which generated 9,270 jobs and $594.5million in retail
sales for the City of Joondalup in 2013/14.
Expected changes to Perth’s retail trading hours, currently
being introduced to State Parliament, will also improve
convenience, choice and flexibility for consumers.
For more information on the changes or to find out how your
business can make the most of these opportunities, call 9400 4000,
email [email protected] or visit joondalup.wa.gov.au
Following the recent $320million extension of Lakeside Joondalup
Shopping City, the City of Joondalup is now the largest shopping
destination in Western Australia.
A number of milestones were achieved through the Lakeside
• the opening of the first Western Australian H&M store was
a significant coup
• the centre will be home to one of the state’s first Aldi
• it remains the only shopping centre in Perth with direct
access to a train line
• the centre offers approximately 92,000m2 of gross lettable
area and features 324 retailers
• it is home to many Australian and international iconic fashion
brands and a new Myer store – the first in Western Australia for 20
Westfield Whitford City is Perth’s third largest shopping
centre. With City of Joondalup councillors recently voting
unanimously on expansion plans, a Whitford Activity Centre
Structure Plan has been submitted to the Western Australian
Planning Commission for adoption. The plan proposes a maximum
retail floor space of 77,500m2 and will result in tremendous
commercial investment opportunities for the Scentre Group-owned
shopping centre, currently featuring about 305 retailers.
Innovation Fund winners
City of Joondalup-based businesses Engagement Coach and Triplify
have each received a $20,000 grant through the City’s Innovation
The Innovation Fund is designed to support innovation along with
increasing productivity and competitiveness to ensure that local
businesses, which boost the local economy and create local jobs,
can succeed on a global playing field.
Engagement Coach will use its funding to place an analytics
Wi-Fi network in an agreed business area within the City on a six
month trial period. The analytics will include data such as peak
periods, arrival and departure times, total visits, customer
loyalty and engagement to provide insight into visitor movements in
Proposed locations for the service include Central Walk and the
Quadrangle Districts where the new Bunnings is located. Selected
businesses will take part in a 90 day customer engagement action
plan where they can implement, track and action customer
interactions across a variety of mediums. The data will then be
used to drive actions such as converting more passersby into
Triplify will use its funding to progress its Triplify App Event
Radar that will enable travellers to discover Joondalup based
events and festivals when they arrive in or visit Perth. Innovative
digital marketing campaigns for City events such as the Joondalup
Festival, Music in the Park series, Valentine’s Concert and Little
Feet Festival will be developed as part of this grant.
The Fund provides grants of between $5,000 and $20,000, with
applications for the next round of funding now open. For full
criteria and information on how you can apply, visit the Grants and
Funding page at joondalup.wa.gov.au
BUSINESS EDGE 10
Digital City update
NBN rollout More than 50,000 premises across the City of
Joondalup have been added to NBN’s construction plan, allowing
residents to check the likely technology and timeframes for
building to start in their areas.
Outlining construction up to September 2018, the updated plan
includes the areas where NBN will use cable TV networks (HFC –
Hybrid Fibre Coaxial cable), located mainly in metropolitan
The full list of areas included in the plan, the technologies
they are scheduled to receive and when construction is due to start
is available at nbnco.com.au
Cyber Check.Me project Do you undertake business transactions
using a mobile device such as a phone or a tablet computer? Do you
know how to protect yourself or your business from cyber security
threats on your mobile devices?
The globally renowned Edith Cowan University Security Research
Institute (ECUSRI), West Coast Institute and the Cities of
Joondalup and Wanneroo have been collaborating to develop a new
cyber security initiative: Cyber Check.Me.
The initiative will provide cyber security information and
advice for small businesses and community members at a range of
locations across the region. The first hour of advice will be
For more information visit cybercheck.me
Economic Development team The City’s Economic Development team
comprising Steve Marmion, Claire Creamer and Julie Macey help
Joondalup achieve its aspiration of being a global, digital and
The team’s overarching role is to implement the City’s Economic
Development Strategy, Expanding Horizons. This is a long-term plan
designed to expand opportunities for business, investment,
innovation, research and education in the northern corridor.
The City is committed to attracting and supporting business
investment in the region. This is achieved by assisting businesses
to locate to, thrive in, and expand within the region. The team can
also provide personal assistance and support to prospective
• identifying key stakeholders and facilitating introductions
• assisting to identify potential development sites and
• arranging pre-lodgement meetings with City officers
• providing Joondalup specific information and statistical data
to support decision-making
• providing supporting information and advice on government
regulations, policies, planning frameworks and incentives.
For assistance, contact the Economic Development team on 9400
4000, email [email protected] or visit
Business Station at ECUBICBusiness Station, a City-supported
entity, provides comprehensive business support services at the ECU
Business and Innovation Centre (ECUBIC).
Through both State and Federal funding, City of Joondalup
businesses have access to free advice and guidance to assist in
starting and growing a business.
Business Station also:
• runs training workshops and networking events for business
• provides flexible low-cost office space for new and small
• provides businesses located in ECUBIC with opportunities to
collaborate with research and innovation experts to enhance and
develop products and services
• facilitates the delivery of the New Enterprise Incentive
Scheme (NEIS) at ECUBIC, on behalf of the Australian Government
Department of Employment.
For more information, call 9301 8000, email
[email protected] or visit
BUSINESS EDGE 12
In the hot seat
Has the business been recognised with any awards or
accolades?Winner – NorthWest Metro Small Business Awards 2015 Best
Winner – Amcom and Cisco ICT Encouragement Award for WA
Innovator of the Year 2014.
What’s your background?Brendan
Prior to founding Community2Go I worked with Oracle Corporation
from 1999 – 2013.
My experience includes working across the government and private
sectors, with responsibilities including leading teams and defining
strategies as well as planning the implementation of technologies
to enable business transformation and change.
My experiences as a mum to our three children provided me with a
wealth of insight and experience in dealing with various community
groups. My professional background includes earning my degree in
economics and studying computer science, both of which have been an
excellent foundation for developing Community2Go.
CommunityToGo offers a customisable smartphone app
(Community2Go) that enables communities, including schools,
sporting clubs, professional communities and other organisations to
keep members informed and engaged.
Community2Go addresses the issue that communities have long
struggled with; connecting members with information. Community2Go
provides a user friendly interface, allowing quick and easy access
to information, as well as a real-time push message service that
sends important updates directly to the users’ smart phones and
Established in March 2011, Elizabeth and Brendan Wright created
Community2Go to enable other families and individuals to ensure
they were informed of events in their local community – based on
their own experiences with their three children.
Joondalup Business Edge spoke with Elizabeth and Brendan to
learn more about this innovative local business and the people
Who is involved in the business?Brendan Wright - Co-Founder and
Elizabeth Wright - Co-Founder and App Developer
Rob Beveridge - Director
Matt James - Developer
Lorraine Wright - Account Management
Business: CommunityToGoInterviewees: Brendan Wright and
BUSINESS EDGE 14
Where do you see your business in five years time?Devices will
get more functional and the way we interact with technology will
continue to evolve. With that in mind, five years is a long time to
speculate where our business will be. However, we are executing a
plan. We have spent the last couple of years building a flexible
product and establishing a sustainable business model. In 2015 we
are beginning the transition from a startup business to a growth
company. Over the next few years we plan to establish more local,
national and international partnerships with the aim of having
domain partners throughout Europe, the US and Asia.
And finally, why choose Joondalup?Liz’s parents had a home
literally around the corner from the house we bought in Joondalup
in 2001. I guess you would say we traded the cosmopolitan lifestyle
of our two bedroom apartment in Sydney for a white picket fence in
suburbia, where we could have a dog, our kids could walk to school
and they could ride their bikes in the street. We have stayed
because things have worked out well. The nature of our business is
that we could set up an office anywhere, but we live in and are
part of many communities in and around Joondalup so we work from
our home office and sixty27, the co-working space at West Coast
How would you describe yourself in five words or
Problem solver and change agent.
Calm, consistent and a mother
What are your greatest achievements in life?Elizabeth
My greatest achievements have come from times when I have taken
the greatest risk. At 17, I spent a year in Japan as an exchange
student. This was BI (before internet), when being overseas meant
isolation. I forged great relationships that year, some of which
continue to this day.
After getting an economics degree I changed my study focus to
computer science. This was a completely different field and I
discovered a new passion and career.
I moved to Sydney to start a new job in 1996. I had never been
to Sydney and knew nobody there, however a whole world was opened
up and I had a great professional life as well as making many
After 13 years as a stay at home mum I started developing and
selling a product that was largely an unknown concept at the time,
which has turned into a company growing by the day.
Possibly the greatest risk and therefore reward was marrying and
starting a family with Brendan. I consider my family and kids to be
my greatest achievement.
Of course I fully intend to have many more ‘greatest
achievements’ in my lifetime.
I’ll start with the obvious and a bit of a cliché - my greatest
achievements in life are the same as my wife, Liz, and they are our
Unquestionably, my greatest working achievements have been in
negotiating win/win outcomes, particularly when involving
government, education and healthcare, regarding the adoption of
technology to enable transformational change. This was my role at
Oracle and something I am able to continue at CommunityToGo. It
gives me great satisfaction and allows me to have a rewarding
career in an area I care about.
Through my family and my work there is legacy, which I regard as
a “great achievement.”
T: 08 9400 4000 F: 08 9300 1383 Boas Avenue Joondalup WA 6027 PO
Box 21 Joondalup WA 6919
This publication contains information collated by the City of
Joondalup and whilst it has been prepared with all due care as to
its accuracy, the City does not warrant or represent that it is
free from error or omission. Accordingly, the City does not accept
any liability concerning the accuracy of the information contained
in this publication. The City denies responsibility for any loss or
damage to users of this publication whether caused by reason of
error, omission or misrepresentation in the information or