Self Starter

Here we are folks! We're at the end season 2. While this series has been shorter that the first season, we've been able to get some great guests sharing their stories when it comes to all things self employment.
In this final episode I throw out a few quick comments looking back over the past few months and thoughts on the future, including season 3 of Self Starter.
While we wait for the future of Self Starter, please continue to share the previous episodes around to anyone who might need some guidance, assurance or even a gentle kick up the you-know-what. I've been incredibly proud of the impact that Self Starter has had on myself personally, as well as the many of you who have messaged me along the way to share your feedback.
I hope that this continues to be a valuable resource in the years to come.
Please keep in touch with me via the contact page or on Facebook, Instagram and Twitter. Between our band LORD, The Andy Social Podcast as well as other various projects that come and go, I will certainly continue to have a lot to share.
Thanks for continuing to support of the podcast and I wish you all the best on your Self Starting journey to create your own desirable lifestyle.Andy Dowling

Monica Strut could be seen as a first aid specialist when it comes to musician social medial and digital marketing. Responding to the call of bands who are in crisis and needing consulting and support, Monica is providing her expertise to help musicians succeed in the often murky waters of the music industry and online marketing.
Starting out on your own is tough, especially when you’re branding yourself as the product/service. Monica made the decision to put her name and personal reputation on the line rather than utilising a business name. No doubt a daunting decision but it has brought Monica many advantages including a relatable, trust worthy resource for people who are on the hunt for help and it also building her own profile as a subject matter expert within the industry.
As a musician herself, Monica has seen the mistakes made first hand and has watched as peers have given up on their music pursuits. Monica is using these real life experiences to create tangible resources and tools for others. She’s also using these experiences as a personal and professional compass to ensure that her goals to impact and help others are always in sight/focus.
In our chat, Monica talks about how she has been taking a measured approach when it comes to building her business, managing it all on the side of a day job, how she got started with consulting and how her decisions to invest heavily in herself, such as using business coaches, have impacted her success to date. It’s a daunting journey but as Monica shows, you don’t have to do it on your own.
Follow Monica Strut via Main Website | Facebook | Instagram | YouTube |Location – Melbourne, Victoria
1. Be coachable - Monica took a large and critical step in her own development by investing in a business coach. Leaning on others who have had their own success, Monica has been able to get guidance and possibly more importantly be held accountable to her own goals and actions. Monica admitted that it was an expense that needed to be considered but she can confidently say that it's been worth it in allowing her to grow, get better and achieve her business goals.
2. Too busy to get stuff done - Monica spoke about how she, like many of us, falls into the procrastination trap and finds herself doing a lot of “busywork”. In other words, keeping busy with tasks that serve little purpose to the bigger goals. Friends, don’t worry about the 20 dot point to-do list, start your days off with 3 to 4 main action items. You will get far more meaningful work done. As coined in the book “The ONE Thing” by Gary Keller and Jay Papasan, “What’s the ONE Thing I can do such that by doing it everything else will be easier or unnecessary?” - Keep it simple, and tackle those critical tasks first!
3. Creating advocates - By using her name as the branding of her business, Monica certainly puts a degree of vulnerability out into the public domain. The benefit is that she can build deep trust and loyalty from her audience as it’s easier to connect and relate to Monica as a person as well as her mission. This creates a natural advocate who is quick to talk positively and, when it arises, defend unnecessary criticism that Monica may receive. Corporations spend huge sums of money in their marketing in the hope of creating brand advocates, Monica is creating this herself by being herself.
4. What’s your mission/story? - We know that a story behind a business is important and Monica’s background as a musician and her experiences watching people give up on their dreams has created a foundation to her cause and mission. When people can see “why” you are doing something and those origins, it’s easier for people to connect, relate and most importantly support.

Mishka Bobrov of Bondi Heat is new to the world of self employment and small business. Having bounced around from job to job, he found himself in an unexpected moment where his father tried some home made olive oil made by Mishka and saw an opportunity. He encouraged Mishka to pursue and create a business around something that he saw was marketable.
Luckily for Mishka, this was the moment to escape from the past several years of working in security and lead him on a path to start something that would truly spark a passion for him.
We spoke only a few weeks into launch of the company and of course things were looking bright and optimistic. Like any business however there will be ups and downs, but Mishka has a close and solid network of friends and family who believe in him and are as hands on with support and the running of the business.
In a market these days saturated in hot sauces, Mishka is looking to use the momentum of the market to create a point of difference with Bondi Heat where chilli infused olive oil is the staple and flavour is the focus.
Follow Bondi Heat via Main Website | Facebook | Instagram |Location – Sydney, New South Wales
1. A Premium quality product deserves premium quality content - Don't take any short cuts. If you think that your product is high quality then you should make sure that it is presented in a way that deservedly highlights it. Mishka has made no sacrifices with the visuals surrounding Bondi Heat and has brought a skilled friend on board to help with the marketing and presentation of his products. Remember that it's not you that needs convincing, it's everyone else. Spend a little more money and time to make sure that what you are selling looks the very best it can be. It will be worth it.
2. Who are we trying to sell this product to? - Mishka's product is all about Bondi. He's grown up there, his community and family are there and of course the business shares the name. It's only natural that he is targeting those who are either in the area or identify with Bondi lifestyle. Remember that you don't need to win everyone single person over. Think about that stereotypical person who would love what you are selling. Maybe they are very similar to you. Once you have worked that out, target target target.
3. Work with others who are skilled - Mishka built the company to be a community. This is not just about him but about everyone who works with him and is a part of it. Friends and Family are important, so for Mishka it's a natural move to utilise the skills from the people who mean the most to him. He will never need to do this on his own. As much as we would like to think that we can do it all, it's best to be real about our limitations and not hesitating in bringing in good and skilled people who can fill the gaps, support you and help you to succeed.
4. Make the most of every moment - Mishka fought an aggressive form of Bone Cancer when he was a teenager. When he was all clear in 2010, he took on an attitude to make the most of life. A lot of us are fortunate to not have these same types of challenges, but life can change dramatically at any moment. What are you going to do right now to get after what you want? Don't sit back and wait. Every moment counts. Make the most of it!

Frustrated working for others, Paul was looking for a change. It didn't come without trial and error though, working a wide range of jobs, trying to work out what he wanted to do. No matter what he did, his mind kept gravitating back to starting his own business. When it came to investing his efforts in a possible trade, working for someone else, Paul made the decision rather to invest in himself and what he is passionate about. Drumming and metal.
Leaning on his years of experience as a metal drummer playing in a number of bands, Paul has used his knowledge of drumming as well as his existing networks to create a grass roots business that caters directly for the demographic he comes from. This gives him a genuine and organic approach where people can instantly trust his business, understanding that this is something that is important to Paul and he has the knowledge and experience to back it up.
It's only been a few months in but Paul has hit the ground running. Creating an overarching brand of Ibbotson Drums and focusing on his first product, Fishsticks, he's been able to reach the interest of a wide range of accomplished drummers who have jumped on board as endorsees of the brand. He's created apparel and is actively pushing his business out across his existing networks which is starting to naturally grow though word of mouth and recommendations.
Paul's ideas are without limit and with a parent brand created, he will start to introduce new products and services as time rolls on. He's here for the long term and he's made sure that it's set up to allow plenty of room to grow, in any direction.
What did you learn from this episode? Here's some of my key takeaways;
1. Be confident in who you are - Wear your passions and your identify on your sleeve. Not everyone has to like what you like and you're not catering for the masses. There's enough business to go around. If you're genuine in what you do and have a real passion for your craft then it will be a magnet for not only people who share your interests but you may find people outside of your circles showing curiosity in what you are doing. Paul's domain is the metal drummer, but he's already found people outside of the metal genre showing interest in his products.
2. Parent company gives you options - Paul created Ibbotson drums as a parent company to allow him to create as many different products/brands as he desires. He's started with Fishsticks and is his main focus, however as he said in the chat "the sky's the limit". You don't need to do everything all at once, but it's good to think ahead and create foundations so that you have flexibility in the long term.
3. Taking a page from a different book - Paul has created merchandise that accompanies his branding which I think gives him room to create 'lifestyle branding' where people want to wear the logo and be a part of the imagery and ethics of what his business is all about. Paul shared that he has come from a skater background where a lot of his approaches when it comes to apparel have come from and been inspired by that industry. His branding isn't around skating culture but he's been able to fuse ideas and claw out inspiration from another market and apply it to his own.
4. Endorsements - Can you create an advocate? If you have people who are passionate about your product, consider an endorsement where you take care of selected advocates (or these days often referred to as influencers) in exchange for discounted or free products/services. It's an agreement that goes both ways so be selective in the people you choose and make sure that value is being provided in both ways. Paul has a growing list of endorsees with their own public profile who swear by his product and spread the word for him. He even has a section on his website where prospective endorsees can complete a form and read up about what to expect if they wish to enquire about an endorsement so that expectations are set from the outset.
Follow Ibbotson Drums via Main Website | Facebook | Twitter | Instagram | YouTubeLocation – Sydney, New South Wales

Ben Kornouchovs has been a part of the local Adelaide music scene for years. As a musician himself, Korno has seen both the needs of the performer and the punter when it comes to live music. His time working in music lead him to launching his own business, "Korno's concert service" which has been up and running since 2014.
Specialising in artist support for touring and local bands, Korno and his team offer transport, chaperoning, stage and road management as well as merchandise services. Korno's jack of all trades approach ensures that artists are appropriately taken care of, ensuring that the 1 percenters are considered and performers are left to focus solely on their job which is to perform.
Korno's involvement in the local scene often sees him as the go to guy for local metal festivals such as Heavy SA and The New Dead where he has an opportunity to not only work with Adelaide musicians but also interstate and international touring acts. A great opportunity to provide his services, network and carve out new opportunities.
Korno has taken a measured path when it comes to his business where he has launched it as a side hustle outside of his normal job. Communication, negotiation and balance has ensured that he is able to meet the needs of his full time employer as well as hit the personal goals he has with his own business. As Korno's Concert Service grows, he will continue to assess the viability around taking on a more full time investment in what he does.
It's not just the musicians that continue to get better and better, it's the support network behind the scenes who are findings ways to add value and create services that support the music we all love. It's an exciting time for opportunity and you don't necessarily have to be on stage.
To learn more about Korno's Concert Service, check out selfstarter.com.au and find Korno on Facebook. For now, please enjoy this great chat with Ben Kornouchovos and Korno's Concert Service.
What did you get out of this episode? Here's what I learnt;
1. Keep it simple – It’s not rocket science, folks. It's the small things that count. Working in music is similar to any other industry where often the smallest of things make all of the difference, especially when they are overlooked. Ben ensures that communication is a big focus when it comes to his work and is not reluctant to handle the menial tasks. Ben knows he has a duty of care and wants to do all he can to make sure the artist has the best experience possible. It's not always glamorous, but the small things can give you a tangible point of difference that makes what you do memorable.
2. Balancing it out - Ben has taken a conservative approach with his business where he still retains his full time job working at a winery. He negotiates with his employer, gives notice and does all he can to maintain a balance between his full time employment and his own business. The balance he has created is satisfying and he's in no rush to quit his job. When it comes to starting a business, remember that you don't have to drop everything in order to make it happen. There are plenty of ways to execute on an idea or a passion that you have whilst still maintaining an existing job. There's no rule book!
3. Learn everything - Ben's domain is in hard rock and metal music, however over the years he has found himself working for artists from a wide range of genres. Learning from different styles of music and their scenes has given Ben exposure to different ways of approaching similar situations or problems when it comes to live music and artist support. It's like sharing best practices. You may not be completely interested in a particular industry or niche group, but there are often parallels where you can pick up skills, ideas and insights that you can apply to what you do.
Follow Korno's Concert Services via FacebookLocation – Adelaide, South Australia

Aaron Edwards is the owner of Bitter Phew. A Craft Beer Bar located in Darlinghust Sydney. Beer enthusiasts from far and wide have congregated to the 1920's New York-warehouse inspired venue, where 12 taps constantly rotate and showcase some of the finest local and international boutique beers.
It could be argued that craft beer and bars are a dime a dozen these days. It's definitely not a bad thing, but when looking at potential business ideas, many people often get trapped in the 'originality' of a business, rather than how you can make an existing service/experience better than the rest. Bitter Phew shows that you don't have to reinvent the wheel, but instead just make it unique and exciting for the potential customer.
Aaron is no stranger to event management and establishing venues. The man behind Doris & Beryl's Cocktail Bar in Newtown and Creek & Cella in Leichhardt, he's cut his teeth in the hospitality world, learning the ins and outs of what makes a great venue and ensures that people continue to come back.
With Bitter Phew in full swing and having a roaring success, Aaron has set his eyes on his latest venture "Phew", a wine and cocktail bar which is an extension to the Bitter Phew branding. In our chat, Aaron talks about having to step backwards in order to move forward, explains that he needs to always go back to basics when commencing a new business/venture.
Bitter Phew's success has come from a conscious organic approach where word of mouth and exclusivity has encouraged enthusiasm and loyalty amongst his visitors. Mainstream marketing does not fit with the branding and as such, the focused, grass roots approach has done the business big favours.
Aaron also talks about financial disciplines he applies to his ventures, his background in the self employment world and collaboration ideas where business to business opportunities can help mutual growth.
What did you get out of this episode? Here’s what I learnt;
1. How long can you work for free? - Preparation is key. It's not just about the financials but also the psychological ground work needed before you dive into a business. Aaron has made a rule that when commencing a business that he does not pay himself for the first 3 months. This involves a lot of preparation but sets up expectations and increases the likelihood of success where money can be reinvested back into the business in those early months. This ensures that it is set up for the long term. The temptation to pay yourself as the dollars start rolling in will be high but preparing yourself and getting clear on your goals before you dive in will set you up for success.
2. Financially disciplined - We all need to take our financial education more seriously. For many of us growing up, we were often not taught about how to be financially smart. Aaron shares how he sets up his own accounts so that he has clarity and discipline when it comes to the management of this money. Accounts allocated to Emergencies, savings/personal goals and a everyday transactions ensures that you can stay on track and steer clear of reckless decisions.
3. Exclusivity - The nature of your business will determine the appropriate approach, however an element of exclusivity to your business or product can attract a demand and tribal loyalty that will have your customers passionately supporting you. In Aaron's case, he rejected the mainstream marketing option and took on a word of mouth approach for those 'in the know'. He made sure that the people who did come in had that personal touch and felt like they were part of something special.
4. Win/win collaboration - Collaboration possibilities are endless however they should never begin with profit in mind. Focus initially on covering costs rather than chasing dollars. Aaron shared his idea of cost price beers to the local barber so they can tell their customers where the beers came from and ultimately drive traffic back to the bar. Bitter Phew wins, barber shop wins (they get cheap beer and improve their customer experience) and the customer of course wins. Everyone's a winner!
Follow Bitter Phew via Main Website, Facebook, Untappd and InstagramLocation – 1/137 Oxford St, Darlinghurst NSW 2010

Buying a home, especially your first one, can be a real daunting task. In fact, most advice you receive often comes from friends and family who only have their own experiences which are laced with anxiety and negativity. This can create a real daunting prospect for those who want to take the step toward owning a property and result in many never getting started.
Enter Mathew Heywood. Mathew has been cutting his teeth in the real estate game for the past several years, starting off as a junk mail dropper and gradually working his way up to helping an increasing number of people purchase their own home. Mat has a real drive for helping others and a focus on self improvement. This has lead him to make the decision to create a side hustle, where he could use his growing skill set and expertise to serve and help those who are looking for accessible and easily digestible information when it comes to buying property in Victoria.
The result of this is the launch of Buying Property Victoria. Mat is taking a concentrated effort on creating free resources and services via a website that's as friction-less as possible. This is to meet the needs, educate and reassure prospective purchasers of any concerns that they may have when it comes to property.
Mat has been slowly building this business on the side and creating a wealth of content to set himself up for longer term success. This is not a business that is being created for immediate/short term game. Rather, Mat's in it for the long term to build trust, loyalty and ultimately leverage to expand and grow into a profit generating business in the years to come.
Mat is all about giving and has made the decision to ensure that value is given first before any plans of monetisation are considered. Mat wants to build trust and a reputation as a go to person when it comes to purchasing property. Just like property investment, Mat is investing in his business, being patient and playing the long game.
While it's still early days, Mat's enthusiasm already has him setting his sights for the future expansion of the business. In the years to come, Mat is hoping to expand into the other states and territories to service and provide support to people all across the country. Each part of the country has their own laws, policies and incentives for potential buyers, so while Mat does have grand plans, he is going to taking a steady approach to collect, digest, educate and broaden his network before taking those next big steps.
To learn more about Buying Property Victoria, head of to https://buyingpropertyvictoria.com.au and check out the show notes below.
What did you get out of this episode? Here’s what I learnt;
1. Junk mail drop - Being able to get outside and get some exercise done is always a real positive, but doing the dreaded junk mail drop also helped Mat see the real estate game from the ground up. It's like the mail room equivalent of starting out in your corporate career. Mat progressed from junk mail to door knocking (equally as painful) and was able to use these un-glamorous experiences to get a better understanding of customers, their behaviours and preferences as well as the wider real estate field.
2. Identifying a pain point/problem - Almost all of us have to deal with real estate in one way or another in our lives. Whether it be buying property, leasing or selling, everyone seems to have a story and in a lot of cases, a bad one. There are so many common pain points when it comes to property and Mat was able to spend time identifying a lot of them, especially when it came to purchasing so that he focus in on delivering solutions to common problems. For this field, pain points are low hanging fruit however with a little bit of brainstorming, every industry, product and service has a level of dissatisfaction/pain that you can put focus on. If you can make people's lives easier, then you're on your way!
3. Trust is important - Trust can be a hard thing when it comes to high cost purchases. Money is still a taboo subject in a lot of families (especially older generations) and to be able to trust people with often the biggest purchase of your life is quite stressful. Mat is trying to break to stereotypes around real estate and the buying process by playing the long game to build real trust and loyalty. Mat's doing this by proving continuous free content, giving transparency and no commitments or catches to use any of his services. He wants to have a reputation of trust and his focus is to give, give and give more with nothing in return. Mat knows that through trust building, he will be able to build and grow in the long term.
4. We're live! - Matt spoke about testing out Facebook live for the first time with his inner circle of friends and family to talk about his business and field questions. A lot of social media apps come with a live video function and this can be a great way to engage with your customers to field questions, talk about deals/new products or even speak about a general topic that could info/help other people. It's definitely a daunting thing to be in front of the camera in a real time environment, but it can be highly effective when building trust and loyalty with your audience.
Follow Buying Property Victoria via Main Website, Facebook, YouTube and InstagramLocation – Victoria

Jennifer Marshall of Social Hair Co is someone who knows what it takes to build loyalty and success in an often competitive industry. Relocating from Sydney down to the gong with her husband, Jennifer started working out of her home to initially service family and friends. It wasn't long before an opportunity opened up to buy into a space in the heart of Wollongong, where Jennifer could take her business to the next level.
It hasn't been smooth sailing along the way. After her husband's employment status changed, Jennifer needed to up the ante and create more income than ever before to sustain not only the business but also their livelihoods. Luckily though Jennifer was already an active person within the hair dressing community and after receiving advice and doing her own research online, Jennifer was able to find a Business Coach/Mentor who could maximise the businesses opportunities and find the success which Jen and Social Hair Co deserved.
Now, business coaches are often viewed with a sense of scepticism. There are many people out there claiming to have expertise but often don't deliver anything apart from a hefty bill. Jennifer certainly experienced some of this as she did her own research and reached out a number of different people advertising their services, however through grit and determination was able to eventually find the right person to suit her needs. Jennifer says that while it does cost money, it's an important investment that is worth it and at the time, was completely necessary.
These days, Jennifer still uses business coaches and has moved onto a new person who is more inline with the current state of the business, as the goals and objectives are constantly changing. Jennifer has now built a solid reputation in the area by delivering a high level of customer service through conversation, direct customer touch points, multi-media marketing and putting her own personality into what she does.
To learn more about Social Hair Co. visit their Facebook book and also check out the show notes below.
What did you get out of this episode? Here’s what I learnt;
1. Give video a shot! - We all have mini film making tools in our pockets, so let's use them. Smart phones these days are getting better and better when it comes to capturing video. There are also countless numbers of low cost and even free editing tools. Don't worry about being perfect or making it 'world class', get filming, capture YOU and your message and work to improve as you go. Jen has plans to invest more in this area and improve the quality of their video content but has not let that slow her down in producing content with what skills they already have. Just get started!
2. Wear your mistakes - Jen shared a story about a email mailing list debacle that had her apologising to her clientele/community. Many people will curl up in a ball and be reluctant to continue to communicate, however Jen took it in her stride and injected some humour into her mistake. The silver lining is that people enjoyed the light-hearted approach that she took and it could be argued that it brought her and her customers closer together by showing an honest side to Jen and her personality. Don't be afraid to admit fault. None of us are perfect and if you can wear your mistakes and do it with a bit of fun and sincerity then people will be far more forgiving and appreciate you more.
3. Business Mentors - There are a lot of charlatans out there! Be wary. Unfortunately there appears to be more negative noise out there than positive when it comes to coaches and mentors, however Jennifer shows that there are some great ones out there who can make a significant difference to what you do. Like anything in life, you don't get something for nothing so ensure that you are budgeting appropriately so you can seriously consider bringing in some expertise to consult and coach you when you need it. It's an expense but with the right research and the right goals, it's an expense that could ultimately be a large investment for you and what you're doing.
4. The community - We've seen this before, however tapping into communities within your industry is a fantastic way to share best practices, air concerns, seek reassurance and advice to ensure that you're on the right path. Always be careful of the echo chamber as some industries can be quite insular, however having a constant link to communities of people doing similar work to you is a great way to keep connected and ensure that you have appropriate support when needed.
5. The follow up SMS - We hate to admit it, but many of us will shy away from talking on the phone these days. Preferences around instant messaging, social media and text means that many of us feel anxious when talking on the phone. While there might be some larger social problems with these changes in human behaviour, Jennifer is ensuring that her methods of communication are relevant to people's preferences. Jen has an SMS follow up service rather than phone call, to tap back into existing clients. The conversion results and feedback from clients so far is showing that this method works. Having awareness of customer behaviour or even individual customer preference can have play a massive part in driving retention.
Follow Social Hair Co via Facebook and InstagramLocation – 43/59-61 Kembla St, Wollongong NSW 2500
Thanks to Volky (Facebook | Instagram) for recommending Jen for the podcast.

George Fisher of George's Tech Repairs in Darwin began his business at home by fixing his family and friends mobile devices. With practice, George found that his skills could extend further than his inner circle where he could start servicing his wider community.
Having a steady and reliable full time job for the past several years, George gradually made adjustments and negotiated with his employer to move to a part time capacity, as he began to invest more and more into his own business. With his family having many years of experience running their own businesses, George had the support and guidance to ensure that he took a gradual steps before diving in becoming completely self employed.
In the early days of the business, George found himself making house calls and setting up stalls at markets to help the local area address any issues with their mobile phones and tablets. As things built, George set up his own location where customer's can now come to him, in addition to also continuing to have presence at markets and doing the odd call out.
Technology for many of us can be a real nightmare and the fact that we rely on it so much means that George is providing a valuable service to others. Working in the technology field, George has challenges of his own when it comes to continuously up-skilling himself with the latest devices and methods of repair. He is constantly staying in contact with online tech communities and learning to ensure that he can stay relevant and in constant need for his customers.
Customer service is a big part of George's success to date. Whether it be after-hours questions, call outs or other above and beyond help, George knows that he needs to take care of each person who chooses to come to him over a competitor in the area. With this approach, George has built loyalty, repeat business and growth. It's all good news.
As George sets his eyes on the continuous uncertain future of technology, he is not staying married to his original concept of the business. George is constantly keeping up to date with not only changes in the technology world but also customer behaviour and what they will require in the future. Creating a successful business is the focus and George knows that the ways to do that will always continue to change.
To check out George's Tech Repairs in Darwin, check out the links in the show notes.
What did you get out of this episode? Here’s what I learnt;
1. Is it time to negotiate? - George had been employed for quite a number of years and as he built his repair business, he began to transition away from the stability of his traditional job. Rather than jump ship straight away, George was able to negotiate with his employer to go to a part time capacity. That way he was still contributing, earning a steady income but also opening up his time to be able to focus on and build his own business. If you're still working for someone else and have plans to start your own business, think about how you can think outside the box and negotiate with your employer. Taking the sacrifice of full time income in exchange for more time to work on your craft could be worth far more than any short term cut of pay you take.
2. Offer services for free - A great way to build your own skills and reputation in the market place is by offering freebies or significant discounts to people. As you are looking to create a name for yourself, build trust and reputation, you are going to have to find ways to incentivise others to use your product/service over others. Naturally you have to be mindful of your financial situation and prepare accordingly, however if you are factoring specific amounts of time and resources to do this in advance it will be manageable and return a lot of benefits.
3. Learn from others mistakes - George spoke about reading the bad reviews from local businesses who might be competing in the same space. This is a great strategy to identify what your point of difference is, in comparison to your competitors. Criticism is valuable where it can provide insight into where the gaps in the market are. Often most pain points stem from basic customer service skills, which of course are easy wins. Through the frustration of other customers, you will be able to see how you can potentially "wow" your own when you connect with them.
4. Stay flexible - George has a great outlook on his business and the industry. He stays up to date with the market and pays attention to not only what the technology giants are doing but also how the customer's behaviour changes. A sure way to have your business burn out is to stay fixed on your original concept and not evolve as the market changes. In George's example, the future might bring an unwillingness of customer's to have their phones fixed due to rising costs. George is keeping a close eye on this and is always keeping back up plans in place, just in case things change too dramatically to keep the business sustainable.
Follow George's Tech Repairs via FacebookLocation – 36/12 Charlton Court Woolner, Northern Territory 0820

It didn't go to plan! Tenelle Bond from The Establishment Bar in Dubbo (for those international listeners, approximately 400km north west of Sydney) certainly has an interesting story to tell. Starting a bar was always the plan and having a background in hospitality and retail, it appeared to be a goal that Tenelle was about to proceed toward and conquer.
...then along came Joan.
Inspired by her late Grandmother, Joan is a vintage van that won the heart of Tenelle and launched a successful business called AuRevoir. A traveling hospitality events van that has complimented a countless number of weddings, engagements, community gatherings and much more, forming a fond memory to all of those who have utilised Joan's services.
As the business grew and Joan's reputation continued to travel around the area, Tenelle started to reflect and look back on her initial idea of starting her own bar. A concept that was always meant to come first but had to be placed on hold when Joan had come along and brought unexpected business success.
When I reached out to Tenelle over a year ago, it was to talk about AuRevoir - The vintage van business that seemed to be doing great things with an amazing story and persona attached to it. At the time Tenelle was not available to chat and had made mention of another project that was being worked on and in the midst of being launched. Little did I know that it would be The Establishment Bar. In fact, I didn't completely understand the story until we started speaking in this very episode.
While AuRevoir is still being run by Tenelle and her family, there are plans to find Joan and the business a new home. Tenelle's passion to run and now launch her own bar has meant that more time needs to be placed on The Establishment rather than AuRevoir. Luckily for Joan, all the hard work is done and shortly she will be able to embark on the next chapter of her life.
This was an incredibly fun chat where Tenelle's story certainly surprised me along the way. While it didn't all go according to plan, it has certainly worked out better than Tenelle would have ever expected.
To check out The Establishment Bar in Dubbo and their 1930's Speakeasy vibe (right near the Dubbo goal mind you!), check out the links in the show notes. You can also say hello to Joan and Au Re Vior in the show notes also.
What did you get out of this episode? Here’s what I learnt;
1. Personifying the product and creating an origin story - It all seems so natural and genuine when it comes to the story of Joan. I never got to meet Tenelle's grandmother but when you learn of Joan the van's story, you almost get a feeling of what kind of person her grandmother was. While I know that Tenelle's story comes from the heart, from a business perspective, the personification and origin story that can be be created around a business is genius when it comes to tugging at the heart strings and connecting with the general public. If you can make whatever you are doing relatable to others then you're half way there. As a result of the great story behind Joan, I now genuinely hope that she finds a great new home and continues to bring joy to others. Who would have thought, right?!
2. Reviews/feedback = currency - The secrets and value are in those comments. Having customer's make the effort to express themselves both positively and otherwise uncovers many tips and answers to making your business succeed. Someone once told me that every complaint is a gift. You can extend this approach to any form of communication you receive from a customer. Take it seriously, thank them and interrogate it objectively to see how you can do better. The feedback can be priceless.
3. There's always tomorrow. No matter how hard it gets. Don't give up. - Living in North Western New South Wales, Tenelle used the current drought as an example of the hardships that many people have to go through. While the example is extreme when it comes to the every day self employed person, it teaches all of us that no matter how hard it gets, there is always tomorrow. We need to keep pushing through the tough times, be selfless to others and do all we can to keep our head up and not give up. Whether it be in business or in our general lives, it's an important message that we should all be preaching and practising.
4. There's enough to go around - Times are changing! With the connectivity of the internet, more knowledge and information, the old "dog eat dog" environment is drifting away to be nothing but a distant memory. We don't have to stress as much about competition or holding onto knowledge. Many people are understanding that there is more than enough opportunities to go around and everyone has the opportunity to find their own place in the self employment world. Even I have started practising this when it comes to podcasting by launching a 'how to start a podcast' series on YouTube. Search for my name and have a squiz!
Follow The Establishment Bar via Main Website | Facebook | Instagram |Follow AuRevoir Vintage Van via Main Website | Facebook | Instagram |
Location – Suite 2, Level , 88 Macquarie Street Dubbo, New South Wales 2830