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Four award nominations for Frankston ‘mumpreneur’ Critical Info founder and Frankston resident Catherine Ashton has been named a finalist in four categories at this month’s AusMumpreneur Awards: One To Watch, People’s Choice – Business, People’s Choice – Social Enterprise, and People’s Choice – Social Enterprise Excellence.
After being involved in a serious car accident in 2019 and unexpectedly losing a dear friend in 2023, Catherine developed Critical Info, a platform that allows people to document their lives, wishes and legacies to share with their loved ones. Her mission is to remove the stress and uncertainty from estate management and endof-life ceremonies by allowing people to securely take control of their estate, be actively involved in their own memorial and decide the future of their legacy. The website connects more than 200 national industry organisations specialising in endof-life planning and death care or bereavement. Catherine also hosts a podcast called Don't Be Caught Dead that “bridges the gap between the living and the departed” and helps promote conversations around death and dying. It explores a range of stories told by people who have “interesting and unique experiences with death”. “Losing a friend so unexpectedly brought me face to face with the crucial importance of end-of-life planning and made me determined to establish a secure platform that would empower people with
the knowledge and tools they need for informed decisions and comprehensive preparation,” she said. Delighted at being named a finalist in four categories at the awards, Catherine said she was also proud of her achievements, particularly hosting two pub quiz fundraisers for funeral poverty as part of the Southside Festival and Australian Heritage Festival, with more than 150 attendees raising $500 for Sustainable Funerals Group and Victorian Aboriginal Funeral Service.
Catherine said there were many benefits to balancing business and motherhood – “It allows me to work flexible hours, prioritising my health and family” – but acknowledged it could be challenging being a successful businesswoman while raising a family. To any mothers considering starting their own enterprise, she suggested joining a business networking group. “They can be a great source of information, help business owners feel connected and often provide low-cost training sessions.” The AusMumpreneur Awards are designed to recognise the growing number of women who successfully balance motherhood and business in a way that suits their life and family. They celebrate mothers in business who are achieving outstanding success in such areas as business excellence, product development, customer service and digital innovation. They are presented by The Women’s Business School and will be announced at a gala dinner in Melbourne on August 16. For details, go to www. ausmumpreneur.com, and for more information about Critical Info, visit www.criticalinfo.com.au
My loved one has died, what do I do now? The goal of this guide is simple: to help ease the stress and uncertainty of dealing with estates and end-of-life arrangements. It will save you time, money and confusion. The guide covers the first hours, days, weeks and months after a loved one dies, stepping you through a prioritised list of tasks you will need to complete, from the funeral arrangements to finalising the estate. Only $38 I Shop online at
www.criticalinfo.com.au ( 72 Everything we love about the peninsula, fresh every month
‘I am so glad that someone has come up with a clear guide for a matter which can be so stressful and so complicated.’ – Ben, Carrum Downs ‘Excellent initiative and wish they had something like this when both my parents died within 11 months – it would have relieved so much stress!‘ - Jennifer, WA mornington PENINSULA Magazine