Issue 2 AusMumpreneur Magazine

Page 1

AusMumpreneur australia & new zealand

The Getting Started in Business Issue!

Which to choose?

Issue 2


Tips for how your start up business could win $20,000

twitter vs facebook Gorgeous mumpreneur fashion and accessories The Building Blocks for Business

Mums Who’ve Made it! We Chat with

Carolyn C reswell Carman’s Fine Foods



Get FREE parenting tips & advice from the experts, discover the latest products and entertain the kids.

All this and moRE under one roof at Australia’s favourite parenting expo!

Stay informed of all the Expo action and register online for FREE tickEts and to go into the draw to win great prizes! Visit to plan your day. AdelAide






Discover all you need to know at the Pregnancy Babies & Children’s Expo - the must see event for all your needs, from Pregnancy through to Preschool.

Struggling to find the answers you need to run your business? In her book Jodi Gibson (AKA Jodi Ace VA) covers all the basics of being a mum in business including Social Media Marketing Blogging & Websites Branding Work/Life Balance Resources Also includes inspirational stories, tips and advice from 17 successful Mumpreneurs su Easy to read ebook format /Books & Resources


p 90 p 40


Mums Who’ve Made It! p 8 Getting Started in Business p40

Business Articles


Building Blocks for Business P 40 Social Networking is Networking Too P 46 Start your business on the right foot with planning P 48 The Not So Elusive Mention P 50 3 Secrets to Time Management P 54 The Social Side of Business P 58 Sustaining Success P 60 Engaging Your Visitors P 66


p82 p 77

P 34




The Expert and Mumpreneur share their perspectives

Gorgeous real Mumpreneur Offices you’ll love

Twitter Vs Facebook p34 The Essentinal Business Services Directory p62

Directory to all the services you need in Business

Home Office Inspiration p82 Business Chic p68 Mumpreneur Style p77

Fashion to take you from the kindy run to networking drinks


Tuesday 31 May 2011


elcome to Aus Mumpreneur magazine! We wanted to create a new style of business magazine, one which contained lots of helpful and interesting business articles and information but was stylish, beautiful and inviting too! It was also important that we heard from a cross section of different Mumpreneurs in different industries and with different levels of experience.

Editor’s image by Carolyn Bofinger

We’ve included fashion spreads to provide mumpreneur style inspiration as well as some reallife home offices of mumpreneurs from around Australasia.

In this issue we chat with some mumpreneurs we are personally inspired by Carolyn Cresswell of Carman’s Fine Foods, Julie Rocke of Pregnancy, Babies & Children’s Expo, Kim McCosker and Rachael Bermingham from 4 ingredients and Justine Clarke. This issue we also bring you the pros and cons of twitter & facebook for small business promotion with tips and advice from social media guru Lara Solomon.

AusMumpreneur magazine Editor Katy Garner Layouts Peace Mithcell Katy Garner Catherine Nolan-Biondic Contributors Lara Soloman Alycia Edgar Greg Provians Helen Butler Johanna Baker-Dowdell Larissa Glubb Simone Outteridge Susan Pearse Johanna Harvey Carmen Payne Cheryl Lin Advertising enquiries Contact us: 0422 624 100

Australasia’s #1 Mumpreneur Community

Our experts have also provided great business articles for our ‘Getting Started’ guide, a must read for all the new business owners out there! Hope you enjoy this issue,

Peace & Katy xx


Letters to the Editor australi

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magazur ine noteb oo

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Gorgeou sM How to ke umpreneur Fa sh ep Meet Mum your website ion and Accessor FRES ies preneurs living in H Rural Au stralia


Issue 1


Be BOL D & Set


Goals in 2011

Lisa & St







Congrats Peace & Katy - it’s stunning. I am now planning my day so I can take an hour for myself to sit & read every page! We are so excited to be included & look forward to many more issues & meeting more amazing Mumpreneurs! Dy Prosser


an Deey signs


What an amazing first issue of the AusMumpreneur Magazine. It was packed with inspiration and ideas for Mumpreneurs. Once I started reading I didn’t stop until the last page. I loved reading about our rural Mumpreneurs who are truely inspirational and the articles were so relevant. But my favourite section was the home office inspiration. We have recently moved into a new home and I haven’t managed to add the extra touches to the office yet but your pages have given me inspiration and some fabulous ideas to complete my home office. Thank you and I look forward to your next issue. Best wishes Jayne Day Swish Lily

Home Offi you’ll L ces OVE ade Mu m of the Ye preneurs ar




I loved the article on “What I wish I knew before becoming a Mumpreneur” in your last issue! There are so many things to consider when starting a new business. Something Leanna Anderson said was really helpful- “don’t get bogged down just talking about and researching your idea”! I think this is the trap that so many new businesses fall into. I’ve done my best to research less, and to do more, but it’s not easy! Julia Dickenson’s advice about the blurred lines of work and family also rang true. Having your own business, and especially working from a home office (which unfortunately isn’t quite as organised or as pretty as the ones in your last issue!), it’s so difficult to separate the two. I think the key is about allocating set times to run your business, as if you had “office hours”, and try to stick to it. Well, that’s what I’ve been told anyway... wish me luck! Thanks, Kat from Sydney

Send your letters to the editor to 10

Letter of the month! I love a good read, and because time is restricted these days with kids, business and the happenings of life, I choose wisely what I spend my downtime reading. Now with your second edition of the AusMumpreneur Magazine out, I’ve found myself in the morning of its release, glued to my computer with my coffee and toast, reading some of the motivating articles written by, or about other Mumpreneurs. There’s nothing quite like starting off the day with other stories of inspiration, to get you in the right frame of mind for achieving those goals for the day. In your launch issue of AusMumpreneur Magazine, I loved the article written about Koolaman Designs and “Life on the land”. It just goes to show that success is not selective of whom and where, but more about when and how! The other thing I have loved is flicking through the pages of all the gorgeous wares you show and tell – not only does this bring light to the world of Mumpreneurs, but as a Mumpreneur myself, it allows me to see what other fabulous products are out there that I can purchase and thus show my support, of those budding Mumpreneurs. Well done! Regards, Mel AusMumpreneur magazine Melanie Seears ipad v notebook On The Gro Issue 1

australia & new zealand

Which do you need for your business?

Gorgeous Mumpreneur Fashion and Accessories How to keep your website FRESH Meet Mumpreneurs living in Rural Australia

Letter of the month wins a full page ad in the AusMumpreneur Magazine


Goals in 2011

Just wanted to say congratulations on the launch of the Ausmumpreneur Magazine. Finally a stylish, elegant business magazine for Mum’s! What a fantastic read! My favourite section was reading the inspirational stories from real mumpreneurs – those in rural areas. In a semi-rural area myself I could relate t their stories and challenges and it was great reading about the success of Lisa & Stacey whom I knew from school. I loved relaxing at night with a cuppa catching up on some business reading which didn’t even feel like work! I loved the Mumpreneur style section too – gorgeous. So congrats on a wonderful job and I can’t wait for the next issue. Jodi Gibson Ace Virtual Assistance Wow, I just received issue1 of the magazine and just wanted to say, congratulations! I have only recently signed up to your Group, and like any Mumpreneur have no time at all, 2 year old, pregnant with number 2, building business(!) so I am yet to even properly look at your website, but I quickly looked through the magazine and wanted to devour every page... such fantastic resources, and interesting features, plus it looks gorgeous..... thank you thank you thank you! I look forward to reading it all properly and to many more issues! Well done to you all. Kate Facey

Home Offices you’ll LOVE Handmade Mumpreneurs of the Year

LKoolaman isa & Stacey Designs

Owners of




All Your Pretty Essential Office Needs! Tel: (03) 9584 9565

“I work with a lot of

mums and we all give

it our best while we’re

there so that we can get out the door at 5pm (or earlier if we’re doing the school run)”



made it’ Carolyn Creswell

Carman’s Fine Foods 1. Tell us about how motherhood has changed your life?

I worked really hard in the pre-child days of Carman’s, making the muesli by hand, chopping up the dried fruit & nuts, roasting the muesli in batches and hand-packing it into little hand-tied bags, then at night time my boyfriend and I would drive around delivering the muesli to supermarkets, as we worked out there was less traffic on the roads at night and we could do the deliveries in half the time. Pete and I are married now with four children under seven, so I need to make sure that I have a more balanced life. For me, it’s all about being in the moment. When I’m working at Carman’s I am 110% focussed on the job at hand; I work with a lot of mums and we all give it our best while we’re there so that we can get out the door at 5pm (or earlier if we’re


ing the school run). When I’m home with Pete and the kids I am 110% focussed on my family. The BlackBerry is set aside and we’ll begin preparing dinner, helping Will with his homework, teaching Lily the alphabet, encouraging Oliver to count and feeding Grace our new born. Each night we all sit around the dinner table and talk about our day, then we go for a walk after dinner – I make sure when I’m home my family has my complete attention.

2. Tell us about what you do?

I am truly blessed to work with some amazing women who are so capable in their field. Although everyone at Carman’s works independently, many decisions are made as a group, as part of a conversation when we all sit down to have lunch together. I see my role at Carman’s as support for the Carman’s team, helping to solve problems and make tricky decisions and I spend a lot of time working with supermarkets to help meet their needs and develop new products. We’ve just launched Carman’s Instant Porridge Sachets, that are made from ground Australian oats with dried fruit, nuts, and Chia seeds – they’re great for our customers who are mums, as they’re ready in 90 seconds, so they’re convenient yet are still a really wholesome breakfast for your family.

3. What has been your greatest challenge?

Managing the growth of the business has been an ongoing challenge. When I first started out I was hand-making muesli and selling it to a few local deli’s and cafes, now Carman’s is available in places like Sainsbury’s in the UK and Whole Foods in the USA. In the early days, my 16

goal was as simple as getting past the break-even point of making a profit, today our goal is for Carman’s to be one of the number one food brands in supermarkets in Australia... and maybe one day - the world!

4. What do you love about what you do?

I love hearing customer’s talk about how much they love Carman’s. We are sent letters and emails every day from customers thanking us for helping them with a genuinely healthy product that tastes great.... We’re even sent pictures of our customers on holidays with their box of Carman’s muesli – we received one from the Grand Canyon the other day! If I find out that someone has referred our products to their friends and family, we send them a thank you pack to show our appreciation for their support. Sometimes the smallest gestures can make the biggest impact. I still often find myself loitering around the cereal and muesli bar aisles at the supermarket and if I see someone with Carman’s in their trolley I can’t help but thank them for their support and tell them it’s my muesli... My oldest son Will finds it SO embarrassing!

5. What advice would you give to other mums starting out with their own enterprise?

Jump online and submit your business idea to the Huggies MumInspired grants program. Writing your business plan is the first step to making that idea a reality so use this opportunity to potentially also be awarded a $20,000 grant. Entries can be submitted at muminspired until May 1st. Go for it!

is awarding

$100 000

in business Grants to further the development of your innovative product or service solution inspired by motherhood.

5 grants of $20,000 The Huggies速 MumInspired速 Grant Program is awarding 5 grants of $20,000 as well as hints and tips to further the development of original product ideas and startup businesses. Huggies速 does not specifically seek ideas that are nappy or hygiene related. 5 winners will each receive a grant of $20,000. The general public will then be invited to vote for their favourite idea from the 5 winners. The winner of this vote will receive an additional $10,000 bringing their grant to $30,000! Submissions for the Huggies MumInspired campaign are open from 15th March 2011 until 1st May 2011 In order to be considered for a grant, mums can submit an application online at 17

Justine Clarke 18

1. Tell us about how motherhood has changed your life?

Becoming a mother has changed my perspective on life and influences absolutely everything I do. It has made me reassess my priorities and heightened the importance of having a job that I love, as time becomes more and more precious. I’ve also become more compassionate and determined in my work.

2. Tell us about what you do?

I started out as a child actress on both television, in the theatre and on film and have continued working throughout my adult life in these mediums. I have always pursued my passion for music and have thoroughly enjoyed producing children’s music and DVD’s touring around the country making music with pre-schoolers. They are a such great crowd!

3. What has been your greatest challenge?

From a career perspective, the biggest challenge yet also a career highlight has been producing music and touring. I had to learn quite quickly a completely different skill set. There are several different hats you must wear when producing and performing in your own show but as a mother of three I think I’ve become pretty good at juggling!

4. What do you love about what you do?

I love that my work brings happiness to people, especially my music. Kids are natural musicians so it makes my job especially easy and rewarding because they are so willing to participate.

5. What advice would you give to other mums starting out with their own enterprise?

If you’ve got a business idea, make sure you submit it at muminspired to potentially be awarded one of five $20,000 grants to kick start the process of turning your idea into a reality.Don’t be overwhelmed by the process, just take it one step at a time. It’s a great opportunity to crystallise your idea and get inspired!

“I love that my

work brings

happiness to people”


Rachael Bermingham & Kim McCosker 20

4 Ingredients

Kim McCosker 1. Tell us about yourself and your business

We are two busy mums who were looking for easier solutions in the kitchen at 6 o’clock, when late in from sporting events, children starving and asking “What’s for dinner?’ I had the idea, realizing how many fabulous dishes could be made with just 4 or fewer ingredients when sI moved out of home and used to ring Mum asking “How did you make your apricot chicken” to which she would reply “Oh Love, that’s so easy it just requires chicken, apricot nectar, French onion soup and an onion!” But it wasn’t until I mentioned her idea my lifelong friend, Rachael Bermingham that we decided to write it together.

2. How did the business begin? What was the inspiration?

As above; Rachael had already written a book and knew how the process, I funded the project, which was an initial outlay of $26K, and was the inspiration to tell all who’d listen!!!!

3. What has been your greatest challenge?

Learning how to cope with an extremely busy schedule ... First and foremost I am a Mummy and a wife and sometimes it can be quite overwhelming what has to be done in a day across work and home.

“One little lesson I

4. What do you love about what you do?

I LOVE FOOD and food for me is like the heart of my house ... It is what brings my family and friends together, it is what makes us stop, sit, enjoy and COMMUNICATE! I

believe in is the more

you share in life, the more life returns to you!”


am AMAZED daily at the recipes, ideas and kitchen tips I learn for eg., today I’m running between appointments in New York when I’m chatting to a lady at a lunch counter who just happens to have a son that writes a popular food blog for the LA Times. She told me the most popular recipe he’d blogged about last year was a pasta sauce with just 3 ingredients, “Really?” I reply “What were they?” Tinned tomatoes, onions and butter ... HOW GOOD IS THAT???? The best thing about this job is that I learn

daily, I then like to be able to share what I learn either by our cookbooks, blogs, facebook or website. One little lesson I believe in is the more you share in life, the more life returns to you!

5. What advice would you give to other mums starting out with their own enterprise?

GO FOR IT, don’t listen to all who tell you why you CAN’T do it, trust your instincts and GO FOR IT ... You just never know where you will end up! in life,

Rachael Bermingham 1. Tell us about yourself and your business

I am a proud mum of 3 little boys (Jaxson 5 years & Bowie & Casey 10 month old twins). I juggle babies, the promotion of 6 bestselling books and my book distribution and global speaking business all from my home office.

2. How did the business begin?

What was the inspiration? I started being a women’s business mentor before Jaxson was born and the content used to help women build million dollar businesses morphed into my 1st bestselling book called Read My Lips. It was this book that instigated the conversation with Kim about the need for a cook-


book like 4 Ingredients. Together we went ahead and compiled hundreds of quick, easy and delicious recipes that would help us save time and money in the kitchen. We had no idea that 2000 copies of a book that WE needed would eventually evolve into 4 more cookbooks selling almost 4 million copies worldwide, a TV series, a cookware range, an ipod application!

3. What has been your greatest challenge?

Juggling the boys and the business. As I answer this, I am in New York on the road with my 5 year old son and twin babies boys 10 months old. I take my kids everywhere with me. It’s expensive, sometimes a logistical nightmare and

challenging BUT it’s not impossible and at the end of the day VERY worth it. I love being able to work business around my family commitments.

4. What do you love about what you do?

The freedom to do business on my own terms. I put my children first so I never miss out on a swimming carnival or some other special event. I’m a full time hands on Mum who sees my kids every day, throughout the day but I still have a career I work in that I love. It doesn’t get any better than that. I count my blessings daily that I get to do this.

5. What advice would you give to other mums starting out with their own enterprise?

Don’t be afraid to do business on your own terms. If it’s your desire to work and be a hands on mum around work around your family commitments, plan to make it happen. You’ll be surprised at how accommodating people can be. I’ve done a hundred meetings while breastfeeding babies! Plan, schedule time in to make your dreams happen and BELIEVE in yourself that you can do whatever you set your mind to!believe in is the more you share in life,

“I love that my

work brings

happiness to people”




Julie Rocke

Pregnancy, Baby & Children’s Expo



1. Tell us about yourself and your business

I am a 48 year old mother of two grown up children (18 and 21 years) and one Expo! A self confessed gym junkie although I seem to have less time than ever for that now. I enjoy weekends away at our holiday house by the sea and very long beach walks with my dog poppy. I grew up in the UK and moved to Australia when I was 24 years old and married my husband (Greg Rocke) shortly after. I started working with Greg in 1988 when we ran health care conferences. The first Pregnancy Babies & Children’s Expo (although a different name at the time) was held in Adelaide in 1991. We have just completed number 94 also in Adelaide which is our home town.

2. How did the business begin? What was the inspiration?

The idea Expo was ‘conceived’ whilst Greg (my husband) was a CEO at a private hospital. One of the hospitals used to run an open day for its maternity section where they would hire out a few trestle tables to local businesses and services. Although only on a small scale it was a huge success for the hospital and the traders that took part. This was the basic idea that Greg and I took and built into the Expo as it is today. We took inspiration from the fact that at the time there were no other events like this and also that during our first pregnancy and early months of our daughters life we found it difficult to source information and products alike for our needs.

The Expo started its life as the Babies and Children’s Show – we quickly We run five Expos a year in Adelaide, changed the name as we received some Sydney, Brisbane Perth and feedback that people thought it was only Melbourne. Our primary goal is to for babies and children and some kind provide a quality event for both visitors of show for them! We then changed it to and exhibitors. We do our best to bring Parents, Babies & Children’s Expo until as many pregnancy and parenting a competitor came along with a name information / services and products that was too similar and confusing the together under the one roof. The Expo market place so we opted to change it provides real community environment again to Pregnancy, Babies & Children’s for both visitors to interact face to face Expo. Third time lucky as it proved to be with exhibitors and also exhibitors to a winning combination! network, share experiences and learn from each other.


3. What has been your greatest challenge?

So many – where do I begin? I guess when you really believe in something you tend to just do it as the expression goes. I don’t see it as a job – it has been - without sounding too corny such a huge part of our lives that it feels as if the Expo is actually a living entity. Dealing with the challenges on your own is tough, at least I was working with my husband although that itself is a huge challenge (for any couple – not just us!). I think knowing that ultimately the buck stops with you is the most daunting part and can sometimes feel overwhelming. Running your own business (as those that do it already know) throws curved balls at you all the time! Plus you never know where the balls are going to hit you. I remember feeling that one of the hardest aspects to deal with is how quickly something can change e.g. taking a phone call where you take a $50k hit on your sales figures then you have to pick yourself up from that deal with it and move on. I can laugh about it afterwards but dealing with the truck drivers and transport companies picking up exhibitor goods on the Monday after each Expo also ranks pretty high in the challenge stakes – oh the memories…including the time I ran after a truck chasing it around Olympic Park in Sydney at 7pm on a Monday because the driver could not find the loading dock!


4. What do you love about what you do?

I love putting together the event from the empty floor plan and then seeing it all come to life on the open days. I believe we have made a difference to many lives – not significant or life changing perhaps but there have been over 1 million visitors to the Expo thousands and thousands of exhibitors that have experienced our event so that is definitely a feel good experience. Working on the information desk during the Expos is a highlight – it gets me away from the computer screen for a few days and I get to interact with exhibitors and visitors. I also like to work during the build and pack down phases of the Expo as it puts me right in the heart of everything and I feel that enables me to give the best possible level of service to exhibitors. I love the fact that it has given me so many special memories with exhibitors many of whom we made good friends with. We had some great social nights with some of our veteran exhibitors and it gave me a change to organise something other than stand builds, stage hire or Dorothy the Dinosaur performances!

5. What advice would you give to other mums starting out with their own enterprise?

Make sure that you have separation between the business and you – it really

does take over your life without you realising and by then it can be too late to break the hold because it comes second nature to be always thinking about the business and always talking about it!

my time again I would make sure I had more quality time with our kids rather than them spending so much time in child care and with carers when we travelled interstate with them.

The challenges along the way can seem daunting at the time but when you can look back and see that you made it through some really tough times it actually gives you a feeling of satisfaction because you appreciate you are stronger than you realised.

Keep it in perspective – when things are getting on top of you just think about what is the worst that can happen? Usually it is you will lose the business. Again on the corny theme – we all know that good health is something that you can’t buy so if you have that you are already a lot better off than a lot of other people. Enjoy the journey as much as you can. See you at an Expo near you! Best wishes Julie

Working hard on the business was about making it a success so that we could provide for a family. I know it is a common thing that is said but if I had

The Avent Stand at the PBC Expo they have exhibited at every Expo with us since we started – their support has been invaluable – the owner of the business Dean Osmond has been a rock for us!


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or Facebook or Twitter? Deciding whether to use Facebook or Twitter (or one of the hundreds of other social media sites) to promote your business can be hard. I’ve tried to give you the pro’s and con’s for both, however, there is no right or wrong answer as to which you choose - it depends on you and your business. For those you who aren’t using Facebook or Twitter for business I will explain what they are. Facebook has three types of accounts; personal profiles, pages and groups. Businesses use pages which people (who have a Facebook personal profile) “like”, once they have liked the page they get posts from the page are seen in their personal newsfeed. However, your page doesn’t get sent the posts that the people who like the page send, unless they are posting on the page wall or commenting on a page post. Whereas, on Twitter there is only one 34

type of account, this can be used for either business or personal use. On Twitter you can create a page branded for the business, but this is only seen if someone looks at it on With a Twitter account you can follow other tweeters, which means you see the tweets (messages) that they send, but they don’t have to follow you back, they need to choose to, ie see the messages that you send. A few facts… Facebook has over 600million users: Twitter has over 200million users 50% of Facebook users logon daily: 140million tweets are sent per day The average Facebook user has 130 friends: 42% of Twitter users only have 1-5 followers Below I have looked at the pro’s and con’s for both Facebook and Twitter, this is just comparing with not looking at all the

additional applications that there are out there that give you added functionality – otherwise you will be reading all day!


The pro’s and con’s of using Facebook for a business, let’s start with the pro’s…. • You can personalise your page so that it fits with your brand • The page is found by search engines • You get free insights (age, demographics) on who likes your page and what they are doing on the page when they visit • You can see how many people see each post you put up • People can comment and like your posts and it is seen all in one place

• When you upload video and photos they are shown on the page as an image • You can search and find out if people on Facebook are actually interested in what your business offers before you start • You can see exactly who likes your page • People can see the Facebook page even if they don’t have a Facebook account • People can in one click share your page posts with their personal friends • You can easily tag friends and other pages (as long as you like them) in posts • You can have as many admins for the page as you like (each with their own logon) • You can run advertising on


Facebook targeted at your audience • You can get away with checking it once a day • You can add a Facebook like box to your website that shows your posts and links to your page The con’s of using Facebook for business • Facebook makes changes every few weeks, keeping up with them can be a very difficult as they don’t notify users • Often Facebook users like to stay within Facebook and therefore expect all the info to be on the Facebook page rather going to your website for it. Therefore if they can’t find it on the page they may not bother to visit the website for it • You can use up to 420 characters in a post which can = waffling!


The pro’s and con’s of using Twitter for a business, starting with the pro’s • You can personalise your Twitter page • Tweets sent appear in Google real time search • You can see exactly who is following you • People can see your tweets even if they don’t have a Twitter account • You can search and find out if people on Twitter are actually interested in what your business offers before you start • It is easy to see what is trending (ie what is popular) as it is on the homepage of Twitter • You can easily share (retweet) 36

• • • • • • •

any comment made by anyone on Twitter with your followers You can tag other tweeters in posts – depending on how many people and the length of the tweet Twitter gives you suggestions on who to follow based on the people you are currently following You can pay to promote a tweet or a trend There are a number of external applications for Twitter that can help you use it more effectively You can add a Twitter feed to your website to show the tweets you have sent Twitter with only 120 characters per message (tweet) forces you to be concise The use of hashtags within tweets makes it quick and easy to do research

The con’s of using Twitter, • You only have 140 characters in which to get your message across, this can be limiting • You can’t get any statistics from Twitter on how many people are seeing each tweet • If you post up a video, website or image it appears as a link until someone clicks on it, or if they are looking at it on mouses over it • It is hard to see the storyline of tweets, where people are commenting on other tweets • Officially there is only one admin for each Twitter account, for two people to get access to an account you share the same login details • You need to treat it like email, whereby you log in a few times a day and interact with people

• Analytics for your Twitter account can only be seen if you advertise on Twitter • Apart from customising the background image on your Twitter page you cannot customise it in any other way • About 40% of what is tweeted about is pointless babble

source: Twitter vs. Facebook is a hard debate, don’t think it’s too hard to decide I’ll just do both, it may not be relevant. If you are trying to decide which is better for your business you don’t just want to look at the pro’s and con’s, but also at: • Which one you prefer to use • Which one your audience are using • What you have time for With whichever social network you choose to use, at the end of the day the more you put into it the more you get out. For both Twitter and Facebook you need to work on the engagement and building relationships with people, just shouting promotional deals at them is not going to do this, nor is talking about the weather! If you have more questions drop by the Social Rabbit Facebook page and write them on the wall.

Lara Solomon Lara Solomon is the Chief Rabbit at Social Rabbit where she helps businesses with their social media strategies and offers hands on training. Lara writes a blog daily at on a wide variety of social media topics, including how to’s. Lara also owns Steps which is an online “how to” training software for Facebook pages and LinkedIn for business.


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Want to find success in business? Then you’ll need to know

The 7 secrets to STANDING OUT!

Mumpreneurs are entrepreneurs with a difference! In this book you’ll meet 7 successful mumpreneurs who share their secrets of success and how you too can create an amazing business that stands out from the crowd! The brand new book from Connect2mums featuring Peace Mitchell, Katy Garner, Antonette Golikidis, Johanna Baker-Dowdell, Catherine Oehlman, Vicki Frittmann & Susan Pearse

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The Getting Started Guide Articles and Advice for mumpreneurs starting out in business


BUILDING BLOCKS FOR BUSINESS To get off to the right start with your business, there are some fundamental building blocks you can put in place from the outset. This article considers one of the most important building blocks for a successful and sustainable business, choosing the right business structure and name. By Larissa Glubb Which Business Structure Is Right For Me? Choosing the right business structure is an important decision. Each business structure carries its own tax issues and legal implications, so you need to decide which one is most suited to your needs, your size and your business. The business structure you choose will also determine some of the business registrations (including licenses, permits and notifications) that you’ll need to complete (depending on the type of business you operate and your location).


The three most common business structures are: 1. Sole Trader As a sole trader, YOU are the business, literally! As the business has no separate legal existence from you, you are personally responsible for any businessrelated liabilities. This structure is used mainly for businesses that carry very low risk and for small outfits or those starting out, as it is a low cost option in terms of set-up.

Getting Started In Business Guide

2. Company Another common business structure is a company. A company is a legal entity that is separate from yourself. It carries with it certain legal and reporting obligations for the director(s) of the company, but also a certain amount of credibility, as the establishment of a company shows a degree of professionalism and commitment. Under this structure, you are not personally liable for the company’s debts (beyond the paid-up capital). For Australian readers, visit www. for more information on establishing a company and complying with other legal requirements. For those in New Zealand, visit and www. 3. Partnership Where two or more people are launching a business together, then this structure can work well. The partners will share the profits according to the partnership agreement created, but the partners will also share the risks and losses relating to the business. This sharing of risk means that you are liable not only for your own debts, but also for the partnership debts incurred by your partner(s).

Tax Matters As mentioned, each structure carries with it implications and obligations relating to taxation. For Australian readers, a really useful guide called “Tax Basics for Small Business” can be downloaded from the Australian Tax Office Website at For New Zealanders, the Inland Revenue website will prove most useful, What’s in a Name? If you are a sole trader or a partnership, there is no registry of trading names to check, however, you can still do market research by following steps 1-4 below. If you are a company, then you need to register your company name. In Australia you’ll need to apply for an Australian Business Number (ACN) and in New Zealand, a Company Number is allocated to you when you register your company. Obviously, it’s important to do

Each business structure carries its own tax issues and legal implications, so you


to decide which one is most suited to your needs, your size and your business


your research first before you commit to a name. Online business owners can sometimes fall into the trap of focusing solely on the domain name registration process, thinking either that domain name registration is all they need to do to “claim the name� or that a domain name registration is more important than a business name registration. The reality is that you need to consider both. You should also consider whether you want to protect your company name by registering it (and associated logos etc) as a trademark. Some simple steps you can take to check whether you can use the name you love:

already using it, or something similar. In New Zealand, you can do a quick company name search at www. and in Australia, go to 3. Check the Yellow Pages (or your equivalent) 4. Search the trademarks register to ensure someone else doesn’t already have the rights to use that name. In New Zealand, search the IPONZ Trademark register at www. how-to-check-for-existing and in Australia, search the trade marks databases at au/trademarks/search_index.shtml.

1. Google it to see who else might be using it (or something similar) 2. Search for your proposed company name online to see if someone else is

Larissa Glubb Larissa is the mother of 2 lovely boys, a lawyer and the owner of Latitude South, a legal services company, www. A Kiwi, based on the beautiful island of Bali, she is busy creating a new website called Contract Boutique, where she will sell affordable legal forms and templates designed for women doing business online. Larissa can be contacted on


Nominations are now open for the 2011 AusMumpreneur Awards! Categories include: AusMumpreneur of the Year Emerging Mumpreneur of the Year Service Business of the Year Eco Friendly Business of the Year Product Innovation Award Design Business Award Fashion Business Award Dadpreneur of the Year

People’s Choice Awards categories: Best Customer Service Award Best Website Award Best Blog Award Handmade Business Award Best Online Boutique Award Best Product Award

To nominate your business or a business you admire email: with 1. The business you would like to nominate 2. The business owner’s name and 3. The category you are nominating them for Nominations close 5pm Friday 17 June 2011


Getting Started In Business Guide

Social networking is networking too

A couple of issues ago, I talked about networking to grow your business. The networking I spoke of in that article was face-to-face networking. In this era, where Facebook has so many members that if it were a country it would be the third largest in the world, where Twitter allows us to know what our favourite celebs are up to the minute they are up to it and where LinkedIn gives a new way of being head-hunted, we really need to explore the do’s & don’t of online or social networking. By Simone Outteridge The rules of etiquette for face-to-face

networking have been defined over centuries, the rules of social networking are still being formed.

Following are 5 tips to help make your social networking a success. 1. Be patient

As with face-to-face networking, in order to build your social network you need to earn trust, people’s respect and be somewhat of an interesting person. This takes time, it won’t happen overnight.

2. Keep your connections separate 46

Your online persona should have different categories. Your professional networking should be reserved for people such as your boss and other influential business contacts. Your personal networking will contact connections such as family & close friends, people who know your darkest secrets! Then your pro-personal networks will contain close colleagues and work related peers. Often these people can become part of your personal group!

3. Make the time for it.

Social networking allows you to converse with all types of people, regardless of age, status, culture etc. People will ask you for advise and I’m sure you will ask them for advise too. All this conversing goes a long way to building rapport and getting to know people, but it takes time & commitment. You need to commit to being online regularly to grow your networks.

4. Be discerning.

If you don’t want to be front-page news then don’t put it online. Think about what you write before you publish it. Make sure your spelling & grammar is correct and give credit to the author or the source if you have used their information.

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5. Praise publicly, rant privately.

Always keep your reputation in mind when you are building your online networks. The internet has a long memory and the good things you say will stay there as long as the bad! Social networking opens up the world to people we may have lost touch with, to giving & receiving information instantly and to educating ourselves easily. Professional courtesy, politeness and

consideration are of utmost importance when networking online. Imperative to your success! Lastly, as with everything in life and business have fun! Have fun meeting people and making connections to all sorts of people from all around the world that you may not have been able to reach out to if it were not for online networks!’ Some of the information in this article came from Kimberley Lucas of Chief people Connector.

Simone Outteridge Simone has rounded business experience having operated an online business on one end of the scale and working in senior sales positions at a global multinational company on the other end of the scale! Simone is passionate about helping small business owners achieve their dreams. Being a wife & mum to her 17 month old son, she understands the challenges of juggling family & business life.


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ganise website wholesale website organise anise ganise Start your business on the right foot with planning By Alycia Edgar

There are lots of different ways you can plan when getting started in business - and using different methods together can make your business run more efficiently. Many areas within a business can be improved and will benefit from planning, including: • Resources • Marketing • Financial All of these areas need plans, but before you start creating them look at your vision and mission statements, as well as the values you have set for your business. If you haven’t defined these statements yet, do it now. Answer these questions when you think of each area: Mission: What’s your business, and what do you want to do with it? In other words, what you want to accomplish? Values: What values do you have for this 48

business, and how do you best describe them? Vision: Where are you now, and where do you see yourself/business going in the future? Don’t worry if you can’t work this out right away - it might take a few attempts. Often you might start out with one mission, vision, and set of values, only to have your business evolve and go in a different direction, so you’ll need to change those things to match your current situation. It’s a good idea to revisit each of these statements every year and make adjustments as needed. There are a lot of different ways you can set goals and plan for the next year, but let’s take a look at a few good ones. First, as discovered from Chris Brogan, use three keywords that best encapsulate your goals for the year. Take those three words and map out how you can achieve them, including strategies or distractions that may come

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three keywords that best encapsulate

your goals for the year. Take those three words and map

out how you can achieve them”

up to pull you away. What projects can you undertake to achieve those strategies? What does your goal look like, and what do you need to do next in order to continue on this path? Second, on one page summarise your goals and put them where you can see them every day. This will help make sure you’re working on tasks that will help you get to those goals. It’ll also keep you from getting distracted. New things may come up that don’t fit within your existing goals, but are still significant opportunities. How can you tell whether or not you should pursue them? Take a look at your mission and vision and if they still fit what you want to do to help regain your perspective and make the right decision. Once you’ve worked on your three words or goals, start on your financial plan, which can include the following: • Cash flow forecasts • Profit forecasts • Budgets

Next, work on your marketing and include: • A marketing calendar, so that you can “see” all promotions at a glance • Marketing tools • Your target market • Marketing strategies Now, how about resources? Your plan for resources can include: • A resources calendar, to have a visual “picture” of when you’re going to require resources • Resources needed to achieve goals you’ve set • Resources required to achieve your marketing plan • A business organisational chart (even if your business is small and has just a few people working in it) Once you’ve planned these areas, look at what you’re going to need to do daily, weekly and monthly, with visible deadlines. By doing this you can make progress towards your goals daily and they will be much more achievable. Start planning today so you can “see” the year ahead. It’s worth it, so just do it.

Alycia Edgar Alycia Edgar is a fully qualified accountant, systems specialist and small business owner who developed Bookzkeeper, an accounting solution for small businesses and their accountants, ensuring both receive the information needed to satisfy tax requirements in a timely way. For more information about Bookzkeeper and Alycia visit and


THE ‘NOT SO’ ELUSIVE MENTION “Getting your brand, store or product up and running is one thing, but how can you obtain media interest and editorial for your business? Is free media and editorial really that elusive?” I am sure that most of you have thumbed through magazines and read articles about “Women in business”, “How I work from home around my children” and thought “hey, I could be that person being interviewed, how good would that be for my business!” Just take a look through the latest fashion magazines, and you will see countless products with stockists listed, gorgeous photo shoots using competitors clothing or products. So how do we go about seeking this type of amazing coverage for our own brand or products? As small business owners, it is so important to have not only a marketing budget, but a marketing plan as well. Know where your target market and conversions lie, and spend your dollars wisely in these targeted areas. Over and above these thoroughly planned and strategically placed advertisements, is the power of media mentions, product placement and editorials, yet how do you obtain these highly prized spots?


Work out “your story”, “your field” or “your message” What do you want to say to the public? Maybe you have an amazing story to tell, a fabulous new product that is not currently on the market or available in Australia, or simply a wealth of knowledge and information that you can share with readers? Write Down/Plan your ideas If you are hoping for a feature article or story in a magazine or newspaper, start to form your ideas and get them down on paper. The first thing you write is undoubtedly not going to be the end product, you will need to draft, revise and proof the material that you are working with. Much like a press release, you need to have an “angle or message” that you are trying to convey. Arrange your ‘bag of tricks’ If looking for photographic/product placement spots within the media – make sure that you have items physically available or good quality, high resolution

Getting Started In Business Guide images that you can send via email when requested. There is nothing more frustrating than being asked for product or images, and not being able to provide these in a timely or appropriate manner. Be prepared and know what you need to supply. If you are sending an email with your story, ensure that there are no spelling mistakes, the layout is appealing and that the grammar is correct. Make contact Unlike sending out a press release, these types of media mentions and editorial opportunities can occur quite randomly. You may find that a contact you made over a year ago recalls that you have product XYZ , or the perfect story for their needs and they will then make contact with you. You may find that you send your story or product to someone, only to have it fill a much needed spot at that same very time, or more often than not, the information you send will be kept on file and searched through when appropriate. Network with people, no matter how influential you think they may or may not be, tell everyone you can about your product or business and follow up with your contacts to remind them that you are there. I have a list of contributors, journalists and magazine editors whom I occasionally send

out information or a quick email to (so as not to overload or annoy them) with the sole intention of just reminding them gently that I am here and that this is what Babyjo Bamboo does. So where do you find or make these contacts? It’s easy. Keep your nose to the ground {so to speak} and your eyes and ears open. By taking out paid advertising in publications, you can not only advertise your business in the traditional sense, you can also request to be placed (or you will automatically be placed) on call out lists. Call outs are frequent, and a fabulous way of finding out what is required for upcoming issues/photo shoots. Stylists will ask for items X,Y or Z and it is then up to you to advise them of your product and “get it out there” – this will generally be in the form of high resolution images or actual product that you send in to them. Do not stop and think, “it will cost me postage,


product and the item may or may not be returned” – this is a fabulous opportunity to send in part of your business and have it presented to a fabulous audience, and most definitely not one to be missed whilst contemplating the dollar amount involved. I try to keep a comprehensive list or compile information of the appropriate contact(s) at specific publications. There is nothing stopping you from approaching these contacts at a later date, with your “story/expertise” and offering it to them if they require it for editorial at any stage. If you are sold advertising at “X” magazine, ask for a contact for editorial submissions for future use – more often than not, they will be more than happy to provide this for you. Keep up to date with services such as whereby journalists or publications request products, interviews or expert opinions on matters of all kinds. You would be surprised how many may be suitable for you and your business. Only reply to those that you feel you could do justice too, and ensure that you answer their request directly – think of how many responses they may need to wade through, and pitch yourself in the most appropriate way possible. Often, your story or abilities may not be required, yet the journalist may ask if they can place you on their file for future story requirements. Be “cheeky” in a nice way – look for opportunities and don’t be afraid to ask. There are countless avenues to explore out there, where you can pitch yourself to the media, and ask that they consider


using your product or story in their publication – you may just be surprised to find that they would love to. *As a side note, here is a perfect example of a request that came through on Source Bottle while writing this article: Summary: Looking for feature story ideas - human interest, parenting, women’s, health, business, general Details: I’m a contributor to several national magazines. I specialise in women’s issues, family, parenting, health, business, media and human interest stories. Whether you have a personal story or are a PR/charity with an idea please get in touch with me. Please also get in touch if you would like to regularly send your news/media releases/story ideas and I will get back to you with my details. Now how many of you could find something suitable to offer this journalist?.. Most of you, I am sure. Have confidence Don’t let inhibitions cloud your opportunities! I have never been a fan of seeing myself on video/speaking publicly, yet when I was approached with the offer to be interviewed for The Today Show on television, I jumped in head first. Worry about how to deal with insecurities at a later date – just make the commitment first! Sure, it was nerve wracking yet enjoyable, fun yet rather daunting – however to this day, I still have people stop me and say that they saw me on TV, and congratulate me on our brand and success. Not only is

Getting Started In Business Guide this kind of recognition and promotion invaluable, at the time it also generated an unbelievable amount of orders for Babyjo, and this of course, is ultimately what we are all trying to achieve. So next time you see a Source Bottle call out for an interview, an email requesting your product, a request for an appearance on television –

SNAPT IT UP WITHOUT THINKING! Get in there and give it your all with everything you have. Pride in your brand/ product or business, confidence in yourself and a realisation of the power of media /product placement will put you out there, in front of those customers who you are desperately trying to reach.

Jo Harvey

Jo is the creator and owner of Babyjo. An award winning business, Babyjo has received many fabulous media representations over the past 3 years – The Today Show, The Melbourne Age and Herald Sun, NAB Business Magazine, Business West Magazine, Local Newspapers, Health and Wellbeing/Green Magazines, Parenting and General Interest Magazines and Product placement on front cover/in photo shoots of My Child - to name a few.


Shhh … it’s a Secret: The 3 ½ Secrets to Time Management for Mumpreneurs When I started my business I felt like I had “all my ducks in a row”. The business plan was written, the website up, services decided upon, clients coming in the door – fantastic! My next big challenge? How to grow my new business while caring for my young family … and staying sane! Does this sound familiar to you? Then these 3 ½ Secrets will help get you on track! Secret #1: Perspective When you start a business you can get so caught up in the process that you forget to stop, step back, and get a little perspective. These two questions will help bring you back from the brink! 1. What are the most important things? Really, truly, honestly. Are you starting this business to bring in the bucks (which we all are!) but how does your family fit into this? Have you clearly defined your working day, factored in contingency plans for if/when you or your children get sick or how to juggle with your partner if 54

you need to travel interstate?Give yourself permission to look at what’s important to you - it will give you greater perspective and allow you to focus your energies on what’s important (and drop the rest!). 2. How many things can you successfully - and sanely - achieve in one day? Let’s face it. Juggling your own business as well as a family can be tough. Be honest with yourself around how much you can achieve in any given day or week. Celebrate what you have achieved and keep moving forward. Your business will thrive if you are totally honest with yourself around how much you can actually fit into 24 hours – and pace yourself accordingly. Secret #2: Identify and stick to your Priorities Naturally the best way to identify your priorities is through your business plan. With this plan in mind, break down your goals and priorities into each quarter (January-March, April-June, JulySeptember, October-December) and then develop specific priorities and actions for

Getting Started In Business Guide

each month. Focus on these specific priorities, knowing that you are working toward your long-term goal in small, bite size chunks. On a daily basis this can become a little more challenging. With continuing demands on our time it is vitally important that you take control of your schedule. Recognise what tasks really need to be done now, today, tomorrow, next week or never. Remember that you have control over your diary so identify and stick to whatever your priorities are. Know that conflicting priorities will come your way. That’s OK. Just work out a strategy to deal with them before they land on your door! Secret #3: Routine If you are like a lot of Mumpreneurs you will be running your business from home. This can create challenges that you don’t normally experience in a traditional office/work place. You will need to think honestly about your home routine, how you are going to juggle your business and family, what your office hours really are,

whether you are hoping to work in your business full time or part time … the list goes on. With all of this in mind, grab a weekly calendar and start thinking. What routines can you implement in your home and business to make it all run more smoothly? Secret #3 1/2: You As Mumpreneurs we juggle a lot. You might feel out of control, wondering how to make it from day to day, simply because you have so much on your plate. But remember that you are in control. Look after yourself. Don’t multitask. Step back to take perspective once in a while. And enjoy the view.

Helen Butler

Helen is an Accredited Expert Professional Organiser who is the Director of Clutter Rescue ( and Organise Your Site ( She is also the manager, director and social coordinator of her household, husband Scott and five year old son Toby.


STOP! before you do one more thing to

start your

business, stop and consider

your brand.

in your niche? how does it solve your for most people, getting started with a customer’s problem? what is the little business is a very exciting time. unique selling point for your thing? while there is a lot to do, you just cannot • who is your ideal client? wait to get your biz up and running! coming up with a name and a logo for who are you trying to reach with your your biz is often one of the ‘fun’ jobs (as business? what are they looking for opposed to the ones that stress you out in a product? how would they know or confuse you to no end. i know there they were in the right place when they are lots of those!) found your biz? unfortunately, many biz builders don’t • who is your competition? take enough time to think about their what are they offering? what do they business brand – they just focus on the ‘say’ with their branding? what do you name and logo and then move on to need to do differently to stand out? other jobs. sometimes they even rush • how might your biz grow? because they need a name for their biz will you add more products one day? if they are going to do most of the other will you expand into new niches or tasks that need doing. target markets? where would you like but your name and your logo do not your biz to be in the future (vs. the make up your brand. but they are two state it is in right now)? important aspects of your brand, they are • what is your promise? often the first thing people will associate what is it you want people to think with your brand, and they set the stage when they come across your biz? for the rest of your branding success. what would you like them to say to so you want to get them right. right? others about your biz? what do you questions to ask yourself before you want people to know, immediately? settle on a business name, or get a take some time to brainstorm your logo designed: ideas to these questions. these are the • what is your product? how does it stand out from the others answers that are going to determine


Getting Started In Business Guide what your brand needs to be. your brand is the message you are telling the world about your biz. what is your brand message? once you have a solid brand message for your biz, then figure out what business name and logo will communicate that message. get it right from the start: i see many business owners who pick a name and put up a logo and start handing out biz cards. then later, as they are trying to promote their biz, make it better, or grow they realize that the brand they are creating does not match the biz name and logo they have. it is a lot of work to start over, and often marketing materials such as flyers and business cards go to waste. people often say to me: they did things backwards, they didn’t understand that a brand was more than a logo, they just started selling their product and didn’t realize the brand message they were sending, they wish they had got it right from the start‌ so learn from those mistakes! and if you are just starting out, it is not too late to change your business name, your logo, or your brand message. next steps with your biz: once you have a solid idea of your brand message you need to keep it in mind

every time you work on any task that will help you build your little business. these aspects of your business should all clearly and consistently communicate your brand message: - your name, logo, tagline, colours, fonts & graphics - the products you sell, including your pricing and packaging - your marketing materials - your marketing, advertising and PR plans - your sales strategies - your online and in person business presence - the written content on your website, marketing materials and business communication - the audience you are targeting so before you take one more action on this journey to start your biz, stop and take some time to expand your focus and consider the brand you need to create in order for your biz to stand out, look professional and be competitive. would you like some help with building your brand as you build your business? the build a brand workbook provides step by step instructions for creating and implementing a stand out professional brand. build-a-brand

Karen Gunton build a little biz karen gunton is the builder of a little photography and design biz which she runs from home, called she is passionate about helping other busy, talented mums kick ass with their little biz ideas and started build a little biz to do just that.


Getting Started In Business Guide

The Social Side of Business So you’ve decided to start a business? Or maybe you have been in business for sometime? Venturing out on your own is a rewarding experience but it also takes courage, resilience and a lot of motivation. One of the biggest adjustments when you start the journey in your own business can be the removal of your social network. By Susan Pearse


hen we work in organizations we are surrounded by people, we work in teams and we rely on and support each other. This sense of community is what we love because it fulfills the needs of our Social Brain. Our brains are wired with the need to belong to something. From the time we were babies we needed to rely on others and our brains have been designed accordingly. In this article I will explore a few facts about our Social Brains and provide you with 4 reasons it is important to establish a social network or a buddy to support your business. Learning from and for Others Our brains were designed to learn from others. The mirror neurons in our brain help us to do this. These neurons mimic 58

the actions (and emotions) of others as if we were experiencing them ourselves. So if we were watching someone set up a sales campaign for example, our mirror neurons are firing in the same way as the person doing it. This creates neural networks in your brain that enables the task to be easier when it is your turn to do it. You can learn a lot in business by learning from, and watching others. Despite this fact, it still appears that most business people tend to fall into the same traps. This wouldn’t happen if we took the time to share our experiences and lessons with others. Buddying up with someone else and helping them also has some surprising benefits. Studies have found that when we learn for the purpose of teaching someone else we learn more effectively than if we are learning for our own purposes. So it seems that the key to business success is helping others! A higher purpose Our brains are wired with the desire to contribute to something bigger than ourselves. To be significant, not just successful. When you are starting your business, ask yourself: • Why am I doing this? • How will this make a difference in the

lives of my customers or in the world? When you have discovered this purpose, identify others who are doing things for the same higher reason. Even though you might be selling totally different products or services, you are all aiming for the same significance. This will enable you to identify opportunities for each other. It will also have the effect of creating your own informal “organization” and reap all of those benefits of community. Our Need for Support Our relationships with others is central to our happiness. In tough times it is these connections that pull us through and help us to be emotionally resilient. There will no doubt be some tough times in your business. By having a network of likeminded business people you will have the support and confidence to move through these times. The Clear Mind Have you ever been in that situation where you just can’t see a solution to a problem or challenge you have? Often the solution is simple and obvious but it takes someone outside the situation

to be able to help you with it. That’s because you are too close to it. Or more specifically, you have wired up numerous neural connections in your brain about the problem and how it SHOULD be solved and you can’t let go of it to see another solution. In this case, you need someone without this wiring or who can simply see things with fresh eyes. This is where having a network of like-minded business people is critical. They can act as a mentor and more importantly help provide you with the clarity you might be missing. So, in starting your business one of the first steps should be to identify your support network. There are many avenues of support for people new to business. Connect2mums and the Ausmumprenuer Network is an example of a great one. There are other online communities, small business networks, courses and programs where you can find like-minded people. Or they may already exist in your social network (or your children’s social networks) As soon as you are in that state where you are looking for support, they will be presented to you! Make sure you grab these opportunities.

Susan Pearse Author Susan Pearse is evangelical about improving minds – and not just her own. The Brisbane-based author is one of a small number of experts bringing the science of neuroplasticity – literally changing the way you think – to Australia. Through her latest joint entrepreneurial endeavor, Mind Gardener®, Susan translates this science into a series of step-by-step guides designed to help people through various stages of their lives.


Getting Started In Business Guide


As a business person you might think there would be no business if you weren’t around, but this is not always the case. It pays to put some time into thinking about the type of business you want and plan for the end at the beginning. By Johanna Baker-Dowdell


t art by thinking about why you established the business and what your goals are, preferably before the business is launched. You might be on maternity leave and want to see if you can combine working from home with looking after your child. Or, you might have been made redundant and have found there is a gap in the market where your skills lie. Either way, it is important to have a clear goal when you start your business and this will ensure you are always working towards your desired end result. Put simply, you wouldn’t buy a two-seater


convertible car for a family of five, so why invest your valuable time and money into a business without making sure it is sustainable? Planning a sustainable business is not just about having a great logo or an animated website, but about the business’s structure and direction. Here are a few tips to consider: • Create a vision for your business: work out who your customers are, your business values and the role you want to play. • Build a brand: create a name, logo (symbol) and positioning statement based on the above attributes. • Get your message out: think about the marketing material you need to speak to your current and potential

“it is important to have a clear


when you start your business and this will ensure you are always working towards your desired

end result.”

Success customers – a savvy email campaign, fridge magnets or brochures. • Systemise: boring, yes, but have a clear administrative and operative procedure in place for all the tasks so someone else can take over seamlessly. A key point in creating a sustainable business is to recognise that it needs to grow. So many business people make the mistake of thinking that because they are swamped with work now, it will always be that way. Put together an action plan for when the work dries up because you can’t always guarantee

your customers will continue to call you. Consider a new marketing strategy or expanding your service offering. The other part of this planning exercise is to think about your exit strategy. It may seem strange to think about the end when you are just starting out, but if you have already mapped out your plan including your retirement or selling up to do something bigger and better - the end won’t traumatic, but more like something to celebrate. Your planning strategy must be revisited regularly so you can assess whether you are on track and if you need to adjust anything to make sure you reach your goals.

Johanna Baker-Dowdell Johanna Baker-Dowdell owns and runs Strawberry Communications, a writing and public relations service that generates amazing publicity. Strawberry Communications is based in Launceston and was launched in 2007. Johanna is also a freelance journalist and blogger. For more information email au or log on to


The Essential Business Services Directory The essential services to get your business started!


Want to your business to make more money? Want more time for yourself & your family? Or are you just starting a business Let me help youfeeling achieve your business goals! and a little Give your business the edge with Outer Edge overwhelmed? Business & Executive Coaching. Let Simone give you guidance & “Simone is a fabulous motivator – I was able to achieve business goals and explore new territory motivation with Simone`s support. She isto easy tohelp work with achieve and has a wealth of your knowledge. You will really see amazing results working with Simone. I recommend her as a great business coach.” Sommer-Lee Parker Managinggoals.! Director Caterlish Pty Ltd Give your business the edge with Outer Edge Business & Executive Coaching. Then could you also include this


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Build your Business using Online Video Marketing 64

Business Services Directory

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Engaging your Website Visitors In 2005, blogger Jeff Jervis had a hardware issue with his Dell computer. In good faith, he did what all consumers would do and contacted the company in order to have the part either replaced or fixed. After a number of failed attempts to have the problem rectified, Jervis wrote about his issue with Dell on his blog, using no uncertain terms to let all his “followers” know of his discontent with the company. Within days a storm of support built up around Jervis and gradually evolved into the website “Dell Hell”. Thousands of disillusioned Dell customers began airing their views on customer service and product quality. Soon, the level of animosity had reached such a level that Dell could no longer ignore it. Dell has learnt a great deal from this consumer uprising. Not only has customer support improved dramatically but Dell has also launched two “blog” sites of its own. Direct2Dell allows customers with problems, like Jeff Jervis, direct and instantaneous access to support within Dell itself (not outsourced) whilst Dell Ideastorm has been created so that customers can tell Dell what they want 66

from the company. As a result of paying attention to the negative comments from places such as Dell Hell, the Dell Company has transformed itself into a market leader that listens to its customers. Improvements are evidently still possible as Dell Hell has a number of members who continue to blog onto its forums. How can a small business use Dell’s situation to improve their own customer relations and service?


Research your business and industry on a regular basis. Regardless of what industry your business operates in, someone will be blogging about it. There are thousands of blogs out there – chances are at least one of them will be relevant to you. Search for what people are saying about your service or brand. As Jeff Jervis says in his blog, honest and unbiased feedback “beats any focus group”. Make time to get online and find out what people are saying about you and your business / industry. Converse with your customers.


Open up a conversation with your customers. Allow comments on your blog or create a following of clients in Twitter. Use Facebook to keep clients updated on the developments and news of your business. There are many opportunities online to keep clients in the loop – guiding your brand. Visit IdeaStorm as a perfect example of how “use” customers to build a better company and maybe get some great ideas for free.


Keep your blog and online content up-to-date. Above all, be honest with your customers. Dell’s major issue came from not being up front with its customers and it caused a rebellion. If you are up-front with your clients about your services (and occasional problems), you are less likely to suffer a backlash when things don’t run to plan.

Greg Provians

After designing his first website in 1999 to display family photos, Greg Provians was instantly hooked on web design. Now running his own business, Rusty Mango Design, Greg creates websites for all manner of businesses and organisations. His clients include shops, historians, musicians, motels, farmers, boat builders and even a Froggery! Being a “Dadpreneur” himself, Greg would to help others seeking to establish themselves effectively on the internet. Trained in graphical design, Greg can help with page design and layout tips as well as provide information on Content Management, E-Commerce and creating valuable site content. visit Greg at


Five stylish new looks for busy Mums It’s not easy being a mum, let alone one that needs to juggle kids and business and look effortlessly stylish all at once. So we’ve put together a handy guide, complete with photos of real outfits we’ve spotted on the streets of Melbourne and Sydney that will have you looking chic from the kindy run to that important business meeting.

1 Versatile

Self-employed, you are the face and brains of your business. To make a no-fuss run from the kids to selling your product, consider demonstrating personal flair with a flattering frock and adding polish by way of a tailored blazer.




You need a no nonsense look that takes you from drop-off to the boardroom. Keep it straight up and simple in a suit. Look for fabrics in Australian wool as they breathe better and will last longer. Layer with coat and gloves as Autumn turns to Winter and consider pairing with bright accessories such as gloves or a scarf to add some colour. A low kitten-heel adds polish but also more functionally, won’t have you tripping over the little ones.



3 Contemporary

When in doubt a classic wrap dress is a no-brainer. Layer with coat, scarf, gloves and even a hat as the weather cools for a timeless and chic ensemble. However this is also the perfect dresscode for exercising some fashion-forward flair. Consider a statement blazer which can be layered over basic tops and classic pencil skirts. Wear with flats for the school run but keep heels in the office to make the outfit work it!



Just about anything goes for those in Creative workspaces but Mama, have you tried a leather skirt? A leather skirt in a classic pencil shape paired with a simple but lady-like top is so chic in the workplace plus sticky-hands and spills are easily wiped off. Do layer with knits for warmth and a coat and gloves as the season fits.





Your workplace is quite relaxed and so your style can be also. We suggest having fun by pairing an interesting skirt with a basic knit and adding warmth by way of a polished blazer. Enjoy the season with opaque tights and a great pair of winter boots with a comfortable heel to make the school run that much easier.


Cheryl Lin is the creator of the daily Australian workwear fashion website, Business Chic (www. After half a decade in professional services, Cheryl identified the need for a streetstyle fashion website to give new starters, mums returning to work and those in work ideas on what to wear 9-5, 5 days a week! For more style advice and questions, contact Cheryl via If you need ideas on what to wear in the workplace, Business Chic is a free and useful site which features a new workwear ensemble each day to keep the rest of us inspired in what we can wear in our workplace whether the dresscode is Corporate, Contemporary Business Wear, Creative or Smart Casual! Business Chic also offers styling services, any enquiries can be made via URL: Facebook: BusinessChic Twitter:



Mumpreneurs Shopping Directory Find everything you need for you and your family! What I wish I knew

Before I became a Mother By Peace Mitchell & Katy Garner

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kid-friendly office spaces

We love these stylish ideas from professional interior design company The idea of incorporating fun elements for your children into your home office space makes sense for busy mums with young children. Creating a place where mums and kids can ‘work’ side by side makes eveyone happy! Magnetic number boards, drawing space and nested shelves for toys and books give children plenty to work with.

Creative use of space and consistent use of colour and theme can bring a space to life.

All images thanks to Jelena Pascuttini & Joanne McWhinney of Kids In Designed Spaces

A ‘nest’ for rests and reading makes an inviting place for children.

Mums share their

home offices

Jodie Smith - director of Bode Care’s home office features clever shelving to display & store products

Nicole Avery of Planning With Kids office features excellent storage with custom built shelves, cupboards & drawers

Lety Kemp of Fancy Little Me’s compact office allows creativity to flourish whilst staying close to all the action of family life

Simply stunning

Carmen of InkPink Design has created a beautiful studio by converting the family garage.

Beautiful furnit well chosen colo hances the space adds an elemen world glamour.


Motivational artwork provides instant inspiration and showcases one of Carmen’s signature products

ture and ours ene and nt of old .



your dream home office

You’ve been happily working away on your WAHM (Work At Home Mum) Business from your kitchen table or, if you are like me, from your tiny study for a couple of years now. However, you have come to realise that your small, money-earning hobby has grown to the point where you need to do it justice and create a dedicated space and turn it into the proper, fair dinkum business that it deserves to be! So what do you do first? There will more than likely be some big decisions to be made if you are going to take that next step and create the professional working environment for yourself and your business to grow to its full potential. You need a space that is optimised for creativity and productivity. I transformed our double brick garage into my new studio, what will you come up with for yours? We’ve put together ten tips and suggestions to help you achieve your home office dreams…. 1. THE SPACE Decide where you are going to set up your space. Be prepared to be creative and perhaps even a little bit ruthless. Some good options include a spare/guest bedroom, a larger room that can be divided or sectioned off ,or you could convert an external building like a bungalow or a garage. 2. FUNCTIONALITY Think long term to allow for future growth. While that big space might seem luxurious now, imagine it with extra staff in it. Does it still work? Will you meet clients in your workspace? If so, do you want them coming through your home, or would you prefer a separate entrance? 90

Unique and stylish elements are used to display her products.

Clever storage - The InkPink Design office/studio is a conversion of our original double garage. It had plain red brick walls and concrete floor. We decided to keep the roller door (for future resale flexibility) and simply insulate it and use the space in front of it for storage and then drape the whole area off with a black and silver damask curtain to form a striking background to the entire office space. The curtain and rods only cost $300 in total. The furniture was mostly bought second hand or has been restored from old pieces that have been collected over the last couple of years. The total budget from start to finish (approx 12 months) was $6,000 which included carpet, plastering, painting, shelving, furniture, lighting, electrical, heating/cooling and insulation.

3. BUDGET Set a budget, and stick to it! Make a list of every thing you think you might need to set up your space. Be sure to include trades like flooring, plastering, heating/cooling, electrical, painting, etc. 4. DESIGN Deciding on the style and layout of your new space is probably the most exciting part. A good place to start is with a mood board. Collect photos images and words that inspire you and that ‘feel right’ for your space. Make your mood board physical – stick your images onto a big board to get a feeling for how your ideas work together. You can play with different colour schemes and styles on your mood board (kind of like a collage) until you come up with a combination 92 that you like.

5. FURNISHINGS We all love the gorgeous designer furniture that we see in interior design mags, but you can achieve a similar style on a budget. Look around your own home, op shops, second hand stores or auction sites for furniture or other decorative pieces that will suit your office space with a bit of restoration or cleaning. Facebook is a great place to find WAHM’s selling beautiful one-off decorative pieces. There are also plenty of stores offering quality reproduction designer furniture pieces at fabulous prices. 6. STORAGE Custom made and fitted storage shelves and cupboards are lovely, but if you are on a budget, there are lots of inexpensive alternatives to be found at hardware and office

supply stores. Ikea is also an excellent option for home storage. Be creative with curtains or screens if you need to. 7. LIGHTING Lighting can completely transform the mood of a room, and is one of the most important considerations for your workspace. Take a layout drawing into a lighting store for a consultation. Most large lighting stores offer this as a free service and it willensure you get the right amount of ambient and task lighting.. 8. ELECTRICAL Make sure you have enough power points installed, and buy a cable tidy system to contain your cords. And don’t forget about heating and cooling – your space needs to be comfortable, or you’ll never use it. 9. BE A SHOW OFF Create at least one area where you can display your work and your business accomplishments. It’s important to be able to look around at your work and be proud and inspired by what you do.

10. BALANCE Make your office a productive space by including personal creative touches to make it a pleasurable and exciting place to walk into and start your day’s work. A door that you can lock and walk away from at the end of the day is a great idea to enforce work/life separation. Parents with home businesses are always juggling with the work, life and family balance. Set guidelines and boundaries for your family and friends so they understand that when you area at work, distractions need to be kept to a minimum. This will ultimately mean more productivity and you will finish your tasks more efficiently, leaving you more time for your family and friends and for YOU. Carmen Payne InkPink Design



making small spaces work for you INCOMING importing essentials you need to know WORK-LIFE BALANCE

& home-based business ITS EASY BEING GREEN

why green is the new black TAX TIME

Getting your books in order

Next issue 94

out June 2011

connect2mums australia & new zealand

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