THE FOUNDER BEHIND THE ADVICE
Business has been one of my greatest classrooms.
I did not learn entrepreneurship from a textbook. I learnt it by building businesses across very different industries, from events and styling to products and professional services.
Each venture taught me something different about customers, positioning, visibility, pricing, operations, growth and knowing when to evolve an idea. More importantly, they taught me how much entrepreneurship requires you to trust your own judgement before you have all the answers.
I have also won a few business awards in my time from entrepreneur of the year to business of the year so I am speaking from experience.
I mentor from lived experience, not from the assumption that there is one formula every founder should follow.
MY BUSINESS HISTORY
Different businesses.
Different lessons.
My entrepreneurial journey has moved across events, visual styling, consumer products and specialist professional services. The businesses have looked very different from one another, but every one has shaped how I understand building something from the ground up. Each of these businesses were started from a problem but also served to change the industry.
Events & Expereniences
The Events House
(formerly Murs De Fleurs
Events)
2018-present
Winner of Parramatta
Local Business Awards
Creative Business
Sydney Flower Walls
2018-2022 (sold)
Product Based &
Ecommerce
Flower Tea Company
2022
Professional Services
Forensic Origin & Cause
Investigations
Home of What The Fire
2024-present
There is rarely one right way to build a business.
WHAT BUILDING TAUGHT ME
The advice I give founders is shaped by the reality that businesses evolve. What works at the beginning may not work at the next stage, and sometimes the smartest decision is not to do more, but to get clearer.
01
Clarity comes before growth.
If people cannot quickly understand what you do, who it is for and why it matters, more marketing will not solve the underlying problem.
02
Visibility is part of the job.
Being good at what you do matters, but founders also need to learn how to communicate their value and make it easy for the right people to discover them.
03
Not every idea needs to become forever.
Some businesses teach you what you need for the next one. Changing direction is not always failure; sometimes it is evidence that you have learnt enough to make a better decision.
04
You have to learn to back yourself.
Entrepreneurship often requires decisions before you have certainty. The ability to think critically, trust your judgement and adapt matters more than pretending to have everything figured out.
BUSINESS MENTORING & ADVICE
Sometimes you do not need more information. You need someone to help you see the business more clearly.
I mentor founders and business owners who want an outside perspective on what they are building. My role is not to hand you a generic playbook. It is to ask the questions that help uncover what is working, what is unclear and where your energy will have the greatest impact.
I draw on my experience across service businesses, product businesses, personal brand, business development and community-led growth to offer practical, commercially grounded advice.
Clarifying what you offer, who it is for and how to position the business so people understand its value.
Business Positioning
Helping founders communicate their expertise, build authority and become more visible to the people they want to reach.
Visibility & Personal Brand
Thinking strategically about clients, partnerships, relationships, opportunities and the next stage of the business.
Growth & Business Development
Working through ideas, challenges and opportunities when you need a practical sounding board rather than another online course.
Founder Decision-Making
BUSINESS SPEAKING
I also speak openly about what building a business actually looks like.
I speak at founder events, business communities, universities and organisations about entrepreneurship through the lens of lived experience. My conversations focus less on polished success stories and more on the decisions, uncertainty and persistence behind building something yourself.
Building Something From Nothing
What it takes to move from an idea to something real when there is no roadmap and no guarantee it will work.
Backing Yourself Before Others Do
Confidence, judgement, risk and making founder decisions when the people around you do not necessarily understand the vision yet.
Visibility Is a Business Strategy
Why expertise alone is not enough, and how founders can use storytelling, relationships and personal brand to create opportunity.
The Reality Behind Entrepreneurship
Mistakes, pivots, uncertainty and the parts of entrepreneurship that rarely make it into the polished founder story.
Community-Led Growth
How relationships, trust and genuine community can create stronger businesses without reducing people to an audience or sales funnel.
Redefining Success
Building a business and career that reflects your own definition of ambition rather than someone else's expectations.
WHO I WORK WITH
Built from the for founders who are serious about building, but do not need the performance of having it all figured out.
Early-stage founders
Turning an idea into a clearer offer, business or brand.
Service-based businesses
Improving positioning, visibility, business development and the way expertise is communicated.
Founders entering their next stage
Working through growth decisions, new opportunities or a business that needs to evolve.
Entrepreneurs building a public profile
Developing thought leadership, personal brand and a stronger voice around the work they already know deeply.
You do not need someone to build the business for you. Sometimes you need the right person in your corner while you build it.
For mentoring, founder advice, workshops or business speaking enquiries, tell me a little about what you are building, where you are in the journey and what you would like support with.