New Kids on the Block is a SNOBS’ initiative to help startups, started by women, who are still in their first year of trade.
The Lady in Charge: Linda Sultmann
Business name: White Room Group
Location: Sydney
Launched: September 2008
Website: www.whiteroomgroup.com.au
Hit us with your elevator pitch:
Support for small business owners to develop and manage their business with clarity and confidence to get a better return from their business.
What drove you to go it alone?
I wanted to deliver to my small business clients in a way that was meaningful for them. The consulting firm I was with had a very specific position they were taking in the market which after some time I realised was not what I wanted to be doing.
Clients put a lot of trust into their advisors and they are vulnerable to manipulation. Having to live by another’s values makes it hard to deliver with integrity. So for me starting on my own was about living in alignment with my values, creative expression and control of my time and workload and, importantly, making a contribution that was meaningful to me.
Give us five words that best describe you, since becoming your own boss?
Relaxed, creatively expressed, manic – but in a good way, focused.
What’s one thing you wish you hadn’t spent money on during the start-up process?
It is not so much the amount of money I spent; I just wish I had created more flexible collateral and marketing pieces. Experience can be an expensive way to learn.
I would also have held off on getting PA support or gone virtual knowing what I know now about myself, which is that I don’t want to be working fulltime. I have now found the level that is right for me in terms of time and money and it does not require any support.
The Lady in Charge: Georgie Drury
Business name: Springday
Location: Sydney-based
Launched: May, 2009
Website: www.myspringday.com.au
Hit us with your elevator pitch:
Springday is your online personal trainer, motivator, monitor and life coach. We will hold your hand day-by-day to help you achieve a healthy and balanced lifestyle.
We are the end-to-end solution providing; online “My Day” tracking tools, expert advice, an online community and exercise programs, from beginners to the very active, pregnant women and new mummies. Springday is positive, simple, natural and energetic.
What drove you to go it alone?
I was trying to find balance in my life between my work, health, family and friends. I couldn’t find a trusted source of information focused on wellness, as opposed to weight loss, and focused on Australians, not Americans, where people could set their goals and get the support to achieve them. I wanted to find a place where like minded people could find friends to get outdoors and exercise with. I knew there would be many others out there like me, so I created Springday.
Give us five words that best describe you, since becoming your own boss?
Happy, inspired, motivated, balanced, calm.
What do you find the most difficult, and most rewarding, aspects of running your own business?
The most difficult aspect is the fact it is all you. You are every department; finance, marketing, sales, admin and IT. You can’t release these functions until you have enough cash flow to do so. Then you need to find the right people to help you do it.
The most rewarding aspect is that you are every department! You are the one who makes it work. With business success your self-confidence and sense of achievement is amazing. It makes all the hard work really worthwhile.
Keep an eye on the competition, or promote yourself if you are the competition!
If you’d like to grab a little bit of the spotlight for your new business, write to us via the contact page and we’ll let you know if you’re eligible.
