Archives For Women in Business

Revenue sounds great but being profitable is a lot more difficult. You’ve got to understand the details and the reality is that if you are in a business, or starting a business, you really need to understand the backend of things. It can’t just be just about turning over a lot of revenue and thinking, “I turned over $4M and that means I’m great.” No, it’s not like that at all.” — Jeffrey Gore

People have fantastic brand ideas or business idea, but don’t put in a lot of commercial thinking. This is where people get caught out; they’re in that fun phase of launching an idea and seeing it come to life, but then quickly discover that they have to think about cash flow. We’re the first to admit that we fell into that trap.” — Mia Klitsis

You need to understand the things you’re not good at and the things that you don’t know, then don’t try to do those things. Find people who know that stuff and talk to them the best way you can, or hire them if you can. It took us a long time to figure out. There are certain things that we are not good at yet we try to do them because we’re the boss and we try to do everything. However, it’s not our core skill set and it is better to pay someone to do it.” — Jeffrey Gore

As a tradesman, you don’t know anything about online marketing or websites. Once I reached out to a company to build for the business a website. We burned $90,000 that year and it nearly sent the business bankrupt. Sometimes you just have to go out and learn things. Now I know more about digital marketing now than most people and now have an in-house digital marketing team.” — Tom Harley

Doors started to open once I reached out to other people; people who have their own businesses; accountants and friends whom I went to school with. What we need to know is not in here, it’s out there.” Tom Harley

It was once just three of us; my dad, my brother and myself. Once I started collecting knowledge from others, doors started to open. After my first business coaching class, I went home and sat in front of the computer and just wrote for three hours. Twelve months later we have 15 staff and are doubling year-on-year.” — Tom Harley

I use to throw $5,000 at a marketing initiative and would sit back and hope that it works. But testing and measuring is smarter. If you put $200 on something and the leads come in, you must log where the leads are coming in from and find out what the leads cost. What does it cost to acquire a customer? Once you get good at testing and measuring, everything opens because you know with certainty which customer acquisition channels work.” — Tom Harley

I started as a student and I really knew nothing. Arguably now, 13 years in, I still know nothing. I’m good with that because it means that I am constantly pushing myself and challenging myself. I don’t for a second think that I know everything because the minute that you get into that headspace, disruptors come in.”

I am always learning and believe that you can learn from anyone and everyone. Just be open because learning is everywhere.” — Mia Klitsis

With thanks to

Mia Klitsis & Jeff Gore are co-founders of the feminine hygiene brand Moxie. While they have solved the problems of tampons getting lost in handbags, they have created a few challenges for themselves that have been difficult to overcome. Mia and Jeff point out the importance of profit over revenue and focus on what’s important.

Tom Harley is the co-founder of Harley & Sons Roofing. After rounding up his plumbing brothers to work with his dad, Tom has led the way in developing a business that is doubling in size each year. Tom says if you don’t know something you have to get out there and learn it.

About Masters Series by WeTeachMe

Masters Series is a show about inspiring entrepreneurs, creative thinkers, and visionary dreamers, and the stories behind how they built their companies.

Subscribe to show

Show brought to you by

Masters Series is presented by WeTeachMe.

Our strategic alliance partners: MYOB, SitePoint, and Entrepreneur’s Organization.

Our media partners: Startup Victoria and Digital Marketers Australia.

Our content partners: Written & Recorded.

The views expressed by the contributors on this show are linked websites that are not necessarily endorsed by the publisher.

Question of the day

What was your favourite quote or lesson from this episode? Please let me know in the comments.

Don’t let your calls-to-action fall apart. Calls-to-action are a great place to use conversational language because it makes people feel like they want to respond and interact.” — Georgina Laidlaw

You need to dig deeper to communicate unique benefits, or to position the value you are presenting in a different way. You cannot get around this by “adding words” because it puts people off.” — Georgina Laidlaw

Think of copywriting as storytelling. That might sound a bit lame because you might think that you’re “just selling a product”, but, it is really is a story that you are communicating with somebody.” — Hannah Kallady

It’s very easy, especially in new businesses, to just want to create lots of content. But that’s not strategic and it’s not helpful. It’s important to have a strategy behind all the content you create.” — Hannah Kallady

What’s that overarching story that you want to tell your users that’s also grounded in what matters to them, what they’re thinking about, and the stuff that keeps them up night, or the stuff that makes a their day hard and frustrating? Have you considered their dreams and the things that they want to achieve? Start there and figure out what that story is, then break it up, and figure out how it plays out across a range of channels.” — Hannah Kallady

Even though we’re in a highly digital space, word-of-mouth is still one of the most important drivers for marketing. So you got to think about how can you can get your customers to tell other people about their experiences with you.” — Hannah Kallady

It’s all about tailoring the story to what the user is really thinking and how they make decisions. What we’ll do is we’ll sit with our clients and map out that process. Customer journey mapping is one way of arriving at specific story that you should be telling.” — Hannah Kallady

Scott Rosenberg from Intel  said that when you have a different tone of voice or a different brand across all your touchpoints, it makes for this semi-schizophrenic brand experience. The reason why it’s important you don’t do that is because consistency is the thing that builds trust.” — Hannah Kallady

You can’t just assume people know what your tone of voice is. I’ve seen organizations, especially startups, think that “people get it; they know what our tone of voice is”. They don’t because your version is going to be very different to someone else’s. Making sure you actually document your tone-of-voice is important. Otherwise you can’t guarantee that you’re all on the same page.” — Hannah Kallady

Think about how you describe things. Split test that as well. For example: “jobs” or “careers”? What happens if you change those words? What happens if you target different segments with slightly different language? Testing this as well is valuable.” — Georgina Laidlaw

With thanks to

Georgina Laidlaw is a copywriting specialist with the experience (and pedantry!) of an English teacher. Georgina works with brands like REA, Aconex and CyRise to help them express themselves clearly. She warns that the written word has no tone of voice which leaves it open to misunderstanding.

Hannah Kallady is a Digital Strategist with Ntegrity where she works with brands to get their words in the right place through communication strategies. Hannah believes strongly in the power of the story to connect and even stimulate our minds in ways we don’t quite understand.

About Masters Series by WeTeachMe

Masters Series is a show about inspiring entrepreneurs, creative thinkers, and visionary dreamers, and the stories behind how they built their companies.

Subscribe to show

Show brought to you by

Masters Series is presented by WeTeachMe.

Our strategic alliance partners: MYOB, SitePoint, and Entrepreneur’s Organization.

Our media partners: Startup Victoria and Digital Marketers Australia.

Our content partners: Written & Recorded.

The views expressed by the contributors on this show are linked websites that are not necessarily endorsed by the publisher.

Question of the day

What was your favourite quote or lesson from this episode? Please let me know in the comments.

I need to create space in my life for self-actualisation, to: (1) reflect; (2) define my core values; and (3) define the boundaries where I play.” — Ben Trinh

Your values are what you believe about the world. Your values are the boundaries and the ethical convictions that you consider true in your world. They are not going to be true for everyone and don’t expect them to be as such; they are just true for you. These are the lines you won’t cross no matter how big your business gets.” — Ben Trinh

What are the relationships immediately around you? Who do you bounce off and get energy from? Who do you share your problems with and do they deeply listen? These people are good first employees. They’re good for your first five employees because these people are the early doctors in your business. Our bookkeeper is a great example. When she came in through our doors she had never been a bookkeeper; she was a restaurant manager. But she said to me that she connected with our values, and wanted to be our bookkeeper. She was so clear in her vision that we hired her because you can train competencies but you cannot train character. Well.. you can.. it’s just a lot harder.” — Ben Trinh

You will need hope and vision because you will need both resilience and grit when things get tough. It will give meaning to those moments when you feel like giving up and so I’d encourage you to piece together and deeply understand your vision, your passion, and your strengths. Have a tangible, descriptive picture of what the world looks like when the problem you’re solving is solved. It should be inspiring. It should be something that gets you out of bed every day. This is what will get you through the tough times.” — Ben Trinh

Your business is your team; your clients; the people you surround with. A person by themselves do not make a business. Create a team around you that is based on your values and principles. When you say thank-you to the members of your team, anchor it in your values.” — Demi Markogiannaki

Listen. Always listen. Identify what are the actual problems are that people have. Draw on their feedback and create a solution that will solve their issue. When we did that at WeTeachMe, I knew we were on the right path because people were willing to give money for the solution that I created.” — Demi Markogiannaki

It’s never a good time and it’s never the right time. A lot of people approach me and tell me that they have an idea. Everyone has an idea. However, the person that wins is the person that executes the idea. In contrast, the person who over analyzes will one day turn 50 and they will still be analysing.” — Demi Markogiannaki

It doesn’t matter how many books you read, or how much you think, or how many notebooks you fill with bullet points about the things you plan to do. The important thing is that you actually do something.” — Demi Markogiannaki

In business, suffering is actually good. It’s what brings out the gems, it’s what builds character, it’s where you get your learnings, and it’s the way you humble yourself. So, I’d say in addition to hope, it’s about reframing our thinking around suffering.” — Ben Trinh

I love what Demi said about listening and being an active listener. How can I listen better so that I draw out the key insights? And how do I fail and get through this as fast as I can, so that I can get the learning gems?” — Ben Trinh

Jess and I were new graduates when we started the business and as new graduates, you know nothing. You have no shame asking for help because you come from a university environment where everyone needs to help each other so we had no shame asking for help and really latching on to feedback. We spent a lot of time reflecting and deepening our sense of self-awareness. You need the humility to be open-minded to other things and you also need to be an action person. It’s all great to be a philosopher and sit there and learn about the world, and how you’re terrible person or how you can be better, but if you don’t make your reflections a a tangibility in your life, then you’re not going be on that journey towards self-actualization.”  — Ben Trinh

With thanks to

Ben Trinh is the founder of Life Ready Physio & Pilates. Fresh out of university, Ben realised there was a fundamental problem in the physiotherapist’s business model. His solution has grown to 30 locations and over 300 employees in less than a decade.

Demi Markogiannaki is one of the founders of WeTeachMe. Demi worked with her co-founders to create a solution to help teachers find their students — but that wasn’t the solution they were looking for. After listening to their customers, WeTeachMe grew to become the go-to marketplace offering hundreds of classes to thousands of students.

About Masters Series by WeTeachMe

Masters Series is a show about inspiring entrepreneurs, creative thinkers, and visionary dreamers, and the stories behind how they built their companies.

Subscribe to show

Show brought to you by

Masters Series is presented by WeTeachMe.

Our strategic alliance partners: MYOB, SitePoint, and Entrepreneur’s Organization.

Our media partners: Startup Victoria and Digital Marketers Australia.

Our content partners: Written & Recorded.

The views expressed by the contributors on this show are linked websites that are not necessarily endorsed by the publisher.

Question of the day

What was your favourite quote or lesson from this episode? Please let me know in the comments.

I put a sign on my door that says “Redundancy in Progress”. I’m working very hard on making sure that I can make myself redundant so the really great people that I have can come through. Another thing that has been fantastic in a learning sense is hiring the right people “for you”. There is hiring people that have the skills, that are smarter than you, and can do the job better than you, but to find people that suit you is very important. Understanding this has taken many years of learning.” — Anou Khanijou

If you put yourself out there, the opportunities come. People say you have to be in the right place at the right time but I say if you take the opportunity, the right place and the right time happens. For example, if I had sat at home and said, “I’m not going to do this today,” I would not have met the right person that said, “Can you help me with my pants?” I say, “I am going to take every opportunity as it comes, and learn. Even if nothing comes from it, I’ve learned, I’ve engaged, and I’ve met somebody that helped me on my journey.” It’s about taking every chance that presents itself, converting them into opportunities.” — Anou Khanijou

We didn’t know anything about anything. I lived in a bubble, did what I studied, and painted within the guidelines. Starting a business was so crazy! For every part of the journey, we didn’t know anything; we just did it. Our first product was a complete failure. But one thing leads on to the next, and on to the next, and opens up to so many more opportunities. And before you know it, you turn around and you think, “I kind of know a thing or two now.” I would have never guessed that I would be where I am now today.” — Carolyn Wong

Small and steady growth is enough. I used to be very caught up in doing things quickly and when someone told me that it would take 10 years o build our business into a successful business, I said “No way. I’m going to do it 3 years, and then I’m gonna retire.” Eight years later, I am still here. There’s no point in putting that much pressure on yourself; just slow and steady. I have learned to appreciate the journey and appreciate the moment because time flies. The whole journey is really beautiful and fulfilling.” — Carolyn Wong

As you’re scaling up, you get to point where you need to get into your business the right people with the right culture, and they are going to do things differently. They won’t do things the way you want them to. They’re going to make you uncomfortable, and if you’re prepared for that and learn to close your eyes and accept that, “Yes I would have done it differently but I accept that he/she will do it their way,” then you can scale up. That is growth.” — Anou Khanijou

If you believe in what you want to do, no age is the wrong age. Any age is correct. If you are not true to that belief, it will never be correct. I have always believed very strongly in what I wanted to do, and I have always set forth to achieve it. If you believe you want to be in business, then be in business.” — Anou Khanijou

Be goal orientated and not task orientated. At the beginning of your journey, you’re a micromanager because you have to cover every aspect of the business. You’re the maker, the packer, the sender, the seller… everything! But it’s about transitioning and stepping out of these things, and it’s difficult because you’re letting go and trusting other people. If you can’t trust your staff to do the right job then there’s a big question mark.” — Carolyn Wong

With thanks to

Anou Khanijou is the Managing Director of Anouconcept, but she created her first business before the age of 18. Starting with a successful Thai restaurant, she then created another restaurant, followed by a nightclub. Then came an almighty failure, one she’s determined to never repeat.

William Du & Carolyn Wong are co-founders of giftware retailers Short Story. Growing from market stalls to department stores, this couple has seen success and failure — often in equal measure. William and Carolyn share are enjoying success, but share their failures in the hope that you won’t suffer the same fate.

About Masters Series by WeTeachMe

Masters Series is a show about inspiring entrepreneurs, creative thinkers, and visionary dreamers, and the stories behind how they built their companies.

Subscribe to show

Show brought to you by

Masters Series is presented by WeTeachMe.

Our strategic alliance partners: MYOB, SitePoint, and Entrepreneur’s Organization.

Our media partners: Startup Victoria and Digital Marketers Australia.

Our content partners: Written & Recorded.

The views expressed by the contributors on this show are linked websites that are not necessarily endorsed by the publisher.

Question of the day

What was your favourite quote or lesson from this episode? Please let me know in the comments.

[Business] is about your learning curve–how quickly you can learn–[and it’s also about] how that data driven can you be. The fine art of bring an entrepreneur is waking up everyday and challenging your biases. You have your vision, your personal and life dreams, and hard data points on whether issues are red flag, yellow flag or green flag i.e. what the issues with your staff, product or service are. Being able to grow and move past them is critical. When I learned how to do that, I saw big changes in my business.” — Georgia Beattie

Dad is really good with wine and with production but the stuff that I was expanding, such as the IP, was different and “out of his house”. So I spent a lot of time with the startup community and had great mentors. The thing about startups is that everyone shares. You ask an entrepreneur, “What did you do in this situation?” or, “Can I have a coffee; I’ve got a problem?” and they will say, “Yep!” and then they will just give a complete download of how they solved a situation that was similar.” — Georgia Beattie

For me it was really about being close to, and being around, the person I find the most inspiring in business; [my father]. My father is my mentor. It means that I can be around someone every day that can teach me so much, and [someone] who willing to teach and not hold back. He knows that I am family and [that] it is worth me knowing [what he knows].” — Penelope Sattler

All the achievement and all the success that comes [to family businesses], you share with your family. And that’s such a huge thing. They are people who are fully invested in what you’re doing, and what they’re doing, and so being able to celebrate together is wonderful.” — Penelope Sattler

I would say things like, “We are doing this!” and, “I’m gonna say this!” and a lot of it was rash. Dad would be my check-in. He’s a little more conservative and he’ll suggest, in a really gentle way, things like, “How about this?” or, “Have you thought about this?” [His] ease and grace was a big learning for me.” — Georgia Beattie

I like pitching things to people and when they give me a funny face, I’ll know that I need to slightly change the pitch. It’s about getting [the idea] out there. You will find someone that has [relevant] experience and you will be able to learn a little bit more.” — Georgia Beattie

The deeper you get into the business, the clearer it will be what your point of difference is.” — Georgia Beattie

Family businesses are such a special thing and not everyone can have a family business because not all families get along. In a family business there’s trust, you know what you need to do, and you communicate in [many] other ways. It is such an amazing and special thing and shouldn’t be taken for granted. Bring all your different loves and skillsets into the business to contribute to it rather than just conforming to its past. Make sure you bring your diversity and new-generation ideas into it.” — Georgia Beattie

In terms of the finances of the company–such as where the money comes from, and how cash flow works–there are things where you think you have it under control because you have a degree and you learned about it. But real life, it’s different.” — Penelope Sattler

With thanks to

Penelope Sattler is the General Manager of her family’s golf course — Barnbougle Golf, which has been voted as the Best Australian Golf Resort. Penelope really likes her family and says business rewards are even sweeter when shared with them.

Georgia Beattie got her start in her dad’s winemaking business before studying entrepreneurship and taking on the CEO role at Startup Victoria a few years ago. She’s now running her own business which is bringing startup skills and mentality to big corporate players. Georgia says one of the key benefits of working with family is the transparency and trust in management.

About Masters Series by WeTeachMe

Masters Series is a show about inspiring entrepreneurs, creative thinkers, and visionary dreamers, and the stories behind how they built their companies.

Subscribe to show

Show brought to you by

Masters Series is presented by WeTeachMe.

Our strategic alliance partners: MYOB, SitePoint, and Entrepreneur’s Organization.

Our media partners: Startup Victoria and Digital Marketers Australia.

Our content partners: Written & Recorded.

The views expressed by the contributors on this show are linked websites that are not necessarily endorsed by the publisher.

Question of the day

What was your favourite quote or lesson from this episode? Please let me know in the comments.