How I Got Started

InspiringStories

of Startup Challengesand Success

24

How I

GotStarted

eBook

How I

GotStarted

2

Wel

com

e

They overcame challenges. They took risks. They made mistakes.

Welcome to the How I Got Started eBookAt the Australian Businesswomen’s Network, we recognise that life as a startup can be a roller coaster. That’s why 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. 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.

Sincerely,

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.

Tabl

e of

Con

tent

s

How I

GotStarted

Table of Contents

One Thing Australia’s Top Business Women Do To Stay Focused and Successful ...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

A 16-Year Review of 160 Highly Successful Female Entrepreneurs Reveals The One Thing High Achievers Consistently Do To Stay Focused and Rise To The Top... In Any Industry and In Any Economy Focused and Rise To The Top... In Any Industry and In Any Economy.

Brand NEW eBook For Business OwnersFREE eBook

Yours FREE for a Limited TimeClaim Yours Today

abn.org.au/onethingrevealed-ebook

www.abn.org.au 1300 720 120

The One Thing Australia’s Top Business Women Do To Stay Focused and Successful

REVEALED:

”I remember always wanting to run my own business...“Kelly Baker-JamiesonEdible Blooms

5

How

I G

ot S

tarte

dHow I

GotStarted

Quality and consistency keeps Kelly Baker-Jamieson’s startup business, Edible Blooms, rosy

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.

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?

”I remember always wanting to run my own business...“Kelly Baker-JamiesonEdible Blooms

6

How

I G

ot S

tarte

dHow I

GotStarted

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: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.

Contact KellyWebsite: www.edibleblooms.com.auLinkedIn: au.linkedin.com/pub/kelly-baker-jamieson/3/aa7/871

”My love of social media started me thinking about my own business...“Megan BarrowJoElla Marketing

7

How

I G

ot S

tarte

dHow I

GotStarted

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.

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.

“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.”

”My love of social media started me thinking about my own business...“Megan BarrowJoElla Marketing

8

How

I G

ot S

tarte

dHow I

GotStarted

“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.”

Megan shares three pieces of business advice she wishes she knew before starting up her business:• 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 MeganWebsite: www.joella.com.auTwitter: www.twitter.com/MeganBarrowFacebook: www.facebook.com/JoellaMarketingLinkedIn: www.linkedin.com/in/meganebarrowBlog: www.joella.com.au/blogYouTube: www.youtube.com/user/JoellaMarketing/videos

”My major client suggested that I start my own company...“Tracy BraithwaiteBraithwaite Property

9

How

I G

ot S

tarte

dHow I

GotStarted

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.

“I love the fact that I can offer and deliver exactly what the client requires.”

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.

”My major client suggested that I start my own company...“Tracy BraithwaiteBraithwaite Property

10

How

I G

ot S

tarte

dHow I

GotStarted

• 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.

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.

“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 TracyWebsite: www.braithwaiteproperty.com.auLinkedIn: www.linkedin.com/pub/tracy-braithwaite/37/808/718

”After a visit to the Kimberley on a friend’s super yacht, I was intrigued by the beauty...“Sarina BrattonOrion Expedition Cruises

11

How

I G

ot S

tarte

dHow I

GotStarted

Orion Expedition Cruises’ founder Sarina Bratton’s commitment to vision provides life-changing moments for travellers

Sarina Bratton is an entrepreneur by definition - her drive for business success and her hard-work ethic just two of her many inspiring traits.

“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.

”After a visit to the Kimberley on a friend’s super yacht, I was intrigued by the beauty...“Sarina BrattonOrion Expedition Cruises

12

How

I G

ot S

tarte

dHow I

GotStarted

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.

Contact SarinaWebsite: www.orionexpeditions.com.auLinkedIn: au.linkedin.com/pub/sarina-bratton-faicd/44/59b/13

”I began selling breastfeeding clothes online to fill a gap in the market...“Sharon ChimQueenbee.com.au

13

How

I G

ot S

tarte

dHow I

GotStarted

Sharon Chim’s maternity-wear boutique helps expecting mothers avoid fashion crises

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.

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.

”I began selling breastfeeding clothes online to fill a gap in the market...“Sharon ChimQueenbee.com.au

14

How

I G

ot S

tarte

dHow I

GotStarted

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.

Contact SharonWebsite: www.QueenBee.com.auTwitter: www.twitter.com/queenbeestyleFacebook: www.facebook.com/queenbeematernityLinkedIn: au.linkedin.com/in/queenbeematernityBlog: www.queenbee.com.au/maternity-fashion-blog.aspxPinterest: www.pinterest.com/queenbeestyle

”After working in the men’s fashion industry in London, I decided to start my own tailoring business...“Caroline ClementsSuit Yourself

15

How

I G

ot S

tarte

dHow I

GotStarted

Caroline Clements’ successful startup business ‘Suit Yourself’ transformed the men’s fashion industry

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.

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.

”After working in the men’s fashion industry in London, I decided to start my own tailoring business...“Caroline ClementsSuit Yourself

16

How

I G

ot S

tarte

dHow I

GotStarted

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. Caroline Clements is a Businesswomen’s Hall of Fame inductee. Read her full story here.

Contact CarolineWebsite: www.suityourself.com.auFacebook: www.facebook.com/pages/Suit-Yourself/276897345654417LinkedIn: www.linkedin.com/pub/caroline-clements/19/2/283

”A chain of events in late 2009 provided the motivation and opportunity for me to pursue my passion...“Jan CloggCredence Business Solutions

17

How

I G

ot S

tarte

dHow I

GotStarted

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?

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.

“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.

”A chain of events in late 2009 provided the motivation and opportunity for me to pursue my passion...“Jan CloggCredence Business Solutions

18

How

I G

ot S

tarte

dHow I

GotStarted

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.

Jan Clogg’s advice for starting a business: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 JanWebsite: www.credencesolutions.com.auFacebook: www.facebook.com/pages/Credence-Business-Solutions/144997305663491

”I wanted to combine my corporate and teaching background to help people be more effective communicators...“Yvonne CollierMaddison Training

19

How

I G

ot S

tarte

dHow I

GotStarted

Flexibility, freedom, and passion keeps Yvonne Collier’s Maddison Training in the business of helping others speak up, despite everyday challenges

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.

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.”

”I wanted to combine my corporate and teaching background to help people be more effective communicators...“Yvonne CollierMaddison Training

20

How

I G

ot S

tarte

dHow I

GotStarted

“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 YvonneWebsite: www.maddisontraining.com.auTwitter: www.twitter.com/yvonnecollierLinkedIn: www.linkedin.com/in/yvonnecollier

”I wanted to support the families of premature and sick babies...“Melinda CruzMiracle Babies Foundation

21

How

I G

ot S

tarte

dHow I

GotStarted

A personal life experience led Melinda Cruz to help families with premature and sick babies

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.

“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.

”I wanted to support the families of premature and sick babies...“Melinda CruzMiracle Babies Foundation

22

How

I G

ot S

tarte

dHow I

GotStarted

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. Melinda Cruz is a Businesswomen’s Hall of Fame inductee. Read her full story here.

Contact MelindaWebsite: www.miraclebabies.org.auTwitter: www.twitter.com/melinda_cruzFacebook: www.facebook.com/MiracleBabiesFoundation

”I co-created a business to solve a problem of my own - I couldn’t find shoes that I really loved.“Jodie FoxShoes of Prey

23

How

I G

ot S

tarte

dHow I

GotStarted

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.

“We believe that every woman should have her perfect shoe.

“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.

”I co-created a business to solve a problem of my own - I couldn’t find shoes that I really loved.“Jodie FoxShoes of Prey

24

How

I G

ot S

tarte

dHow I

GotStarted

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.

Contact JodieWebsite: www.shoesofprey.comTwitter: www.twitter.com/shoesofpreyFacebook: www.facebook.com/shoesofpreyLinkedIn: au.linkedin.com/pub/jodie-fox/1/935/56bBlog: www.shoesofprey.com/blog

25

How

I G

ot S

tarte

dHow I

GotStarted

”Fed up with office politics, strategic marketer Cheryl Hayman ventured into a successful startup business

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.

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.

I wanted to have a more flexible lifestyle, and to focus on what I enjoyed the most about strategic marketing...“Cheryl HaymanHayman Strategy

26

How

I G

ot S

tarte

dHow I

GotStarted

”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: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.

Contact CherylWebsite: www.haymanstrategy.comTwitter: www.twitter.com/cherylhaymanFacebook: www.facebook.com/pages/Hayman-Strategy/133169383376523LinkedIn: www.linkedin.com/in/cherylhayman

I wanted to have a more flexible lifestyle, and to focus on what I enjoyed the most about strategic marketing...“Cheryl HaymanHayman Strategy

27

How

I G

ot S

tarte

dHow I

GotStarted

”A bold career move landed Fiona Horman a business she could run while growing a family

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, locally-owned electronic media manufacturing business.

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.auLinkedIn: www.linkedin.com/pub/fiona-horman/5/458/a75

I was about to marry and have kids and I was given the opportunity to buy a small company...“Fiona HormanRegency Media Group

28

How

I G

ot S

tarte

dHow I

GotStarted

”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.

Sue Ismiel is now the founder and managing director of Sue Ismiel and Daughters Group, an Australian family-owned company with a global reputation.

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.

My love and concern for my six year old daughter led me to develop my first product...“Sue IsmielSue Ismiel & Daughters

29

How

I G

ot S

tarte

dHow I

GotStarted

”“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.

“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.”

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 SueWebsite: www.nads.comTwitter: www.twitter.com/sueismielLinkedIn: au.linkedin.com/pub/sue-ismiel/4a/893/741

My love and concern for my six year old daughter led me to develop my first product...“Sue IsmielSue Ismiel & Daughters

”Wombat was a childhood dream. At the age of seven I decided I was going to be a fashion retailer...“Clair JenniferWombat Boutiques

30

How

I G

ot S

tarte

dHow I

GotStarted

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.

“Armed with self-determination and passion, nothing was going to stop me.”

Clair was 19 years old when she started Wombat Boutique. She only had $2,000 and second-hand 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 ClairLinkedIn: au.linkedin.com/pub/clair-jennifer/12/15b/b4a

31

How

I G

ot S

tarte

dHow I

GotStarted

”Christine Kininmonth’s maternal instincts gave rise to accidental and successful business Fertile Mind

The daily struggles of being a pregnant woman in the workforce turned Christine Kininmonth’s simple idea into a successful business called Fertile Mind.

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-the-box” ideas, product names, and new products.

My maternal instincts gave rise to an accidental and successful business...“Christine KininmonthFertile Mind

32

How

I G

ot S

tarte

dHow I

GotStarted

“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.

Christine enjoys the flexibility of the business, but considers herself in a dream position with comparison to her friends’ jobs.

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 ChristineWebsite: www.fertilemind.com.auTwitter: www.twitter.com/Fertile_MindFacebook: www.facebook.com/FertileMindMaternityBabyLinkedIn: au.linkedin.com/pub/christine-kininmonth/20/418/768Blog: babywearingwalk.wordpress.com

”My maternal instincts gave rise to an accidental and successful business...“Christine KininmonthFertile Mind

”After a poor personal experience with an Australian department store while planning for my wedding...“Karaline LoitertonWedding List Co

33

How

I G

ot S

tarte

dHow I

GotStarted

Karaline Loiterton’s online wedding directory, Wedding List Co., filled a gap in the market for an online registry, with great service

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.)

Karaline saw this gap in the market as an opportunity for a bespoke service and brand-focused 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.”

”After a poor personal experience with an Australian department store while planning for my wedding...“Karaline LoitertonWedding List Co

34

How

I G

ot S

tarte

dHow I

GotStarted

Karaline wishes she knew certain aspects for running a business before she started. These include: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 KaralineWebsite: www.weddinglistcompany.com.auFacebook: www.facebook.com/weddinglistcoLinkedIn: au.linkedin.com/pub/karaline-loiterton/3/180/745Blog: blog.weddinglistco.com.au

”Mum started making her own ice cream at home. I followed into the busienss when I left university...“Sarah MandelsonSerendipity Ice Cream

35

How

I G

ot S

tarte

dHow I

GotStarted

Success tastes great for Sarah Mandelson’s boutique ice cream business, Serendipity Ice Cream

After university, Sarah Mandelson joined her mum, Alix, in Serendipity Ice Cream, a business Alix started in 1996 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.

“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 SarahWebsite: www.serendipityicecream.com.auTwitter: www.twitter.com/SerendipityAusFacebook: www.facebook.com/pages/Serendipity-Ice-Cream/191997323792

”Since buying my first vintage car as a teenager, I have had a passion for driving and tinkering with cars.“Eleni MitakosGalmatic

36

How

I G

ot S

tarte

dHow I

GotStarted

Galmatic - the car care business founded by Eleni Mitakos that empowers women on the road

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.

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.

”Since buying my first vintage car as a teenager, I have had a passion for driving and tinkering with cars.“Eleni MitakosGalmatic

37

How

I G

ot S

tarte

dHow I

GotStarted

“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.”

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 like-minded 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.’

“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 EleniWebsite: www.galmatic.comTwitter: www.twitter.com/galmaticFacebook: www.facebook.com/galmaticLinkedIn: www.linkedin.com/in/elenimitakosBlog: www.galmatic.blogspot.com.auYouTube: www.youtube.com/galmatic

”I had trained in shoemaking in a fashion footwear factory...“Jodie MorrisonSteppin’ Out

38

How

I G

ot S

tarte

dHow I

GotStarted

Jodie Morrison’s theatrical and eccentric shoemaking niche made for a successful business startup, Steppin’ Out

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.

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.

”I had trained in shoemaking in a fashion footwear factory...“Jodie MorrisonSteppin’ Out

39

How

I G

ot S

tarte

dHow I

GotStarted

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.

Contact JodieWebsite: www.steppinout.com.auLinkedIn: au.linkedin.com/pub/jodie-morrison/2b/922/784

”I realised there had to be more to life than fighting to be recognised within a corporate structure...“Catriona PollardCP Communications

40

How

I G

ot S

tarte

dHow I

GotStarted

A knack for public relations inspired Catriona Pollard to start CP Communications to help other businesses tell their story

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.

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.

”I realised there had to be more to life than fighting to be recognised within a corporate structure...“Catriona PollardCP Communications

41

How

I G

ot S

tarte

dHow I

GotStarted

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.

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’.

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 CatrionaWebsite: www.cpcommunications.com.auTwitter: www.twitter.com/CatrionaPollardFacebook: www.facebook.com/cpcommunicationsLinkedIn: www.linkedin.com/in/catrionapollardBlog: www.publicrelationssydney.com.auYouTube: www.youtube.com/publicrelationstips

”I noticed that I had dresses in my wardrobe that I’d only worn once...“Serena RossDressedup.com

42

How

I G

ot S

tarte

dHow I

GotStarted

Serena Ross’ Dressed Up designer rental gowns business empowers women to feel glamorous for a fraction of the price

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!

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 blown-out 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.”

”I noticed that I had dresses in my wardrobe that I’d only worn once...“Serena RossDressedup.com

43

How

I G

ot S

tarte

dHow I

GotStarted

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.”

Serena Ross’ advice for starting a business: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 SerenaWebsite: www.dressedup.com.auTwitter: www.twitter.com/dresseduponlineFacebook: www.facebook.com/dressedup.com.au

”I decided to start my business when I realised that a two-hour commute was not going to be very family friendly...“Belinda WeaverCopywrite Matters

44

How

I G

ot S

tarte

dHow I

GotStarted

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

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.

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.”

”I decided to start my business when I realised that a two-hour commute was not going to be very family friendly...“Belinda WeaverCopywrite Matters

45

How

I G

ot S

tarte

dHow I

GotStarted

Beginning as a freelancer can be difficult and Belinda wishes she’d been armed with these three pieces of advice: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. 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 BelindaWebsite: www.copywritematters.com.auTwitter: www.twitter.com/copywritemattrsFacebook: www.facebook.com/copywritemattersLinkedIn: www.linkedin.com/in/belindaweaverGoogle+: profiles.google.com/108219999939030924440/aboutBlog: www.copywritematters.com.au/blog

”I was aware that few women enjoy working out in the weights area of a mixed-gender gym...“Diana WilliamsFernwood Fitness

46

How

I G

ot S

tarte

dHow I

GotStarted

Deeply understanding customer needs and adapting to market changes helped Diana Williams build a successful national business

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.

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

”I was aware that few women enjoy working out in the weights area of a mixed-gender gym...“Diana WilliamsFernwood Fitness

47

How

I G

ot S

tarte

dHow I

GotStarted

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.

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.

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 DianaWebsite: www.fernwoodfitness.com.auTwitter: www.twitter.com/FernwoodfitnessFacebook: www.facebook.com/FernwoodFitnessLinkedIn: www.linkedin.com/pub/diana-williams/6/b45/b39YouTube: www.youtube.com/user/FernwoodFitnessHQ

”There was no presence or advertising or franchisees when we started. We built it from scratch!“Diana WilsonBebrite

48

How

I G

ot S

tarte

dHow I

GotStarted

A change from corporate career to business ownership saw Diana Wilson build hundreds of franchises across Australia within just a few years

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.

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.

”There was no presence or advertising or franchisees when we started. We built it from scratch!“Diana WilsonBebrite

49

How

I G

ot S

tarte

dHow I

GotStarted

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.

Contact DianaWebsite: www.bebrite.com.auFacebook: www.facebook.com/bebritecleaningservices

PO Box 122 • Rosebery NSW 1445 Australia Phone: 1300 720 120 www.abn.org.auCopyright © 2013 Australian Businesswomen’s Network. All rights reserved.